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TRANSCRIPT
How do you find insights? A workshop
Karen Tibbals, OwnerKarenJTibbals LLC
Agenda • Insight definition• Paths to insights• Tools needed• Practice applying one of the tools• Heuristics and how to use them• Case study• Playing with toys
Insights are a buzz word
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Why Insights?
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First you need to know what an insight is……
• What is an insight?
• What is it not?
Insights….• Are discontinuous discoveries‐unexpected transitions from a mediocre story to a better one.
• Are a discovery of a pattern that changes how we understand, how we act, how we see, how we feel.Gary Klein, Seeing what others don’t, 2013
One insight definition
A discovery about your consumer that opens the door to an opportunity for your brand.
*from David Taylor, Where’s the sausage: http://wheresthesausage.typepad.com/my_weblog/2007/09/beyond‐findings.html
But don’t look for insights right away
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“Potential insights” are fundamental truths about the functioning of your market. If addressed successfully, these insights could open doors to opportunities for your brand.”
Copyright KarenJTibbals LLC 2015
‘Potential Insights’
Big and basic
Not necessarily about your brand
New to you
No guarantees
The path to insights?
Analysis, pattern identification, connections and coincidences
Or could there be another path to insights?
A second path to insights
Contradictions, Inconsistencies and Confusion
Image from http://www.slideshare.net/nrubens/inconsistent‐outliers
Or even a third path to insights
Three paths to insights
Adapted from Gary Klein, Seeing what others don’t, 2013, page 104
Thinking ToolsSynergistic Thinking
Divergent Thinking
Context Mining
Intuition
CONTEXT MINING EXERCISE
What is like to be bipolar
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What has been your experience with bipolar disorder?
What do you know about it? What do you believe is true but you don’t actually know. Do you know anyone who has the disease? Have you seen any TV shows on this disease? What other exposure have you had? What about similar disease states? What were your teenage years like? Were you popular? Were you good in school? Who were your friends? What was your relationship with your mother? With your siblings? How functional was your family? Did your parents take care of you when you were ill?
What is like to be bipolar
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Questions to think aboutHow does that fit with your experience in your life? In what ways is it different? In what ways is it the same?
What would it be like to feel that way? What would it be like to have a mother like that? How would those differences affect the way that person experienced the disease? How would they affect the way they experienced life?
If your life had been like that when you were a teenager, would you be where you are today? Why or why not?
What it is like to be bipolarMy first depression found me watching television. I got farther and father away and lost with Gilligan until one day I stopped understanding. I couldn’t follow situation comedy, its plots, mishaps or jokes. I found the Brady Bunch incomprehensible. Its laugh track made me week. When I spoke, I heard my words unravel into just sounds. Nothing was in sequence and my thoughts blinked off one by one. I was scared that my little brother could see. Jonathan avoided me now, I could tell. I could see him in sepia. ….. I stopped washing my hair and brushing my teeth. It was pointless. If I did do it, I’d have to do it again. I saw my mom. I knew the way she stuttered in the kitchen, the way she turned from us and dropped into some hell…..I found tears on my face. I shuttered my room, refused meals, and gave in to my stupor. I lay in bed and stared into nothing at all. …. I stopped attending school. I couldn’t dress myself. The hours lasted days and every hour I sat and considered my suicide. I wanted to drown. …. But I knew I’d never do it and that knowledge disgusted me. I was just a kid and lacked the courage. I was a … coward. Suicide was a big decision and I couldn’t even choose my socks.Excerpted from Scattershot by David Lovelace, pages 89‐90
Unique position
Target Audience
DiseaseMarketer
Market Researcher
Heuristics
Source: Daniel Kahneman, Thinking Fast and Slow, brainjuicer.comImage from Dreamstime.com
Heuristics
Source: Daniel Kahneman, Thinking Fast and Slow, brainjuicer.comImage from Dreamstime.com
Anchoring bias and adjustmentsPlanning fallacyBias towards status
quoProspect theory
HEURISTIC EXAMPLE
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Special types of research
• Deep probing• Grounded theory• Emotional insights• Asking experts
Ethnographic Research & Immersion
Image By Henry M. Trotter at English Wikipedia (Transferred from en.wikipedia to Commons.) [Public domain], via Wikimedia Commons
Simulations
By Rodolfo Abud (originally posted to Flickr as Ensayando) [CC BY 2.0 (http://creativecommons.org/licenses/by/2.0)], via Wikimedia Commons
CASE STUDY
Case StudyPoint of view: health care insurance companyConducting an insight audit
internal dataprimary research studiesproduct information basic disease information.
Asthma is an inflammatory disease, where the lungs become inflamed and dilated. Two drug classes used to treat asthma are inhaled corticosteroids which address the inflammation (thereby addressing the underlying disease problem) and inhaled bronchodilators which address the short term dilation of the airways.Inhaled corticosteroids are the preferred treatment for long term control of mild and moderate persistent asthma. There are also oral medications such as leukotriene receptor antagonists that are effective in long term control of asthma. These are considered an alternative to inhaled corticosteroids, but are not preferred by doctors.
Case Study Continued• Data: Use of inhaled medication for asthma shows much worse compliance than oral
medications. • Data: Side effect data for corticosteroids are class labeling and reflect data on systemic
oral or injected corticosteroids. Inhaling medication is considered to be a topical application and theoretically could have lower side effects but the FDA mandates class labeling.
• Data: Patients are concerned about the side effects of corticosteroids. • Data: Lack of compliance with asthma medication can lead to exacerbations.
Hospitalizations and deaths can result. • Exercise: You are assigned to help develop a program that is aimed at reducing asthma
costs and improving asthma care. What paths can you use to explore this data? What thinking tools could you use to explore these cues further? What other types of research could you do to go further on the path? What questions would you ask?
DIVERGENT THINKING EXERCISE
CONTACT ME: [email protected]