Bringing Insights To Life

Using Video, Artwork, Graphics & Photos To Tell A Story & Drive Innovation

Frank Hines, President, Hines & Lee, Inc

Tools For Bringing Insights To Life

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Outdoors"Movies"

Ea5ng"Out"Live"Music"

Travel"

Favorite Activities, By Time Spent

Vidnography™ In-Session Artists Consumers’ Sketches

Charts & Graphs Wordles PhotoPhone Essays™

Who We Are •  Consultants offering services in research, strategy & innovation.

•  Professional facilitators who believe in the power of the diversity &

experience of teams.

•  We believe that teams own what they help create.

•  Providers of an innovative portfolio of qualitative research services.

•  Pioneers of Vidnography™ – consultant-directed, consumer generated, video enthnography.

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Bringing Insights To Life – A Portfolio Of Qualitative Research Services

•  Ethnography & Market Immersion –  Traditional ethnographic studies, shop-alongs, & field trips. –  Field studies bringing client teams into customers’ homes & businesses.

•  Exploratory Focus Labs

–  Interactive and collaborative alternative to traditional focus groups that puts clients in the room with consumers.

•  Online Focus Groups –  Synchronous & asynchronous bulletin board & webcam-enabled groups.

•  Vidnography™

–  Consultant-directed, consumer-generated video ethnography.

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Vidnography™ – Consumer-Generated Video Insights We direct consumers to film specific assignments in their homes or businesses.

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Application: Understanding Shopping, Cooking and Eating Habits

Planning to Shop!

Meal Preparation ! Eating – Anytime! !

Personal Interviews!

Fridge, Freezer &!Cabinet Exploration!

Shopalongs!

Vidnography – Small Business Application

Consumers’ video clips add tremendous power to your research presentations.

Technology – Blurring the Line Between Business & Personal

Seeing customers use technology in their homes, businesses & on the run!

Vidnography – Pure Insight Tracks™

•  http://www.hinesandlee.com/vidnography

•  http://www.hinesandlee.com/node/74

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The key deliverables of Vidnography are Pure Insight Tracks – thematic compilations of pure insights, each usually about 2-3 minutes long. Clients view & “discuss” these online, on our secure blog. We also use excerpts from these tracks to illustrate our report. In our reports, the images to the right are clickable clips you can run without leaving PowerPoint. To share this deck in PDF form, we provided these links so you can play the videos yourself. (Used with client permission.)

Artist Illustrations Of Insights & Concepts Our in-session artists capture and communicate insights

and new concepts from focus groups with a dramatic flare!

Insights Concepts

Heavy gamers want heavy compute power – not just because they need it, but for its badge value.

Reliability is a key computer purchase criterion for large enterprises.

A disposable razor with heated blades in a recharger base.

A device for drawing blood that holds the finger firmly for quick and painless testing.

Illustrated Insights Help Drive Innovation

Insight •  Packaging is wasteful and difficult to open – frustrating to consumers. •  “It’s two in the morning and you need chain saw to open the damn thing.” •  “It’s just such a waste.”

Concept •  The Soft Pak Reusable – a package that is both easy to open and serves as a permanent storage home for the toy within.

Illustrated Insights Have Long Legs

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Clients find many uses for our illustrations & videos – beyond our reports…

•  They are used in brainstorming. •  They’re hanging on the walls in clients’ hallways. •  We can even create books full of illustrated insights. The one below was used by the client to orient & train new hires.

Nuggets – Illustrations Married With Insight Details

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• Reliability means:

– Operates 24 x 7

– Doesn’t go down

– Fast break-fix response time

– High MBTF

– Redundant systems

• Reliability tends to be measured in

terms of brand reputation, not by

quantifiable performance measures

Dead Mother Board

Reliability is a key purchase selection criterionfor computers in the enterprise space.

Consumers’ Sketches

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Sketches that consumers create during our sessions can be quite insightful & often find their way into our research reports.

•  Brand metaphor drawings •  Process diagrams •  Charts & graphs •  Collages (magazine tear)

Wordles

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Wordles convey insights very quickly & are fantastic stimuli for brainstorming. They also brighten up reports & make presentations more memorable.

PhotoPhone Essays™

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With the proliferation of camera-phones, we can collect hundreds of photos & text replies to our questions, almost anywhere in the world. We can sort, catalog, & analyze these photos to create a rich PhotoPhone Essay.

What’s in your computer travel bag? Why?

Show us your favorite running shoes and tell us what you like about them.

Show us what you had for lunch in the cafeteria. Why did you choose what you did?

The Art & Science Of Charts & Graphs Charts & graphs should be simple and direct.

The same exact data can communicate subtly different messages depending on how it is presented in charts and graphs…

The art is in knowing what the critical insight is and, then,

how to get the right point across.

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Outdoors"Movies"

Ea5ng"Out"Live"Music"

Travel"

Favorite Activities, By Time Spent

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Insights Delivered

•  The focus of all our deliverables: –  Actionable: Insights that support business decisions and directions.

–  Ownable: Collaboratively developed with you to leverage your team’s diversity and experience while creating ownership.

–  Impactful: Illustrations and videos deliver messages with stunning clarity to leave a lasting impression.

–  Synthesized & Directive: Analysis across all research components identifies the key insights to drive innovation.

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Experience Brings Insights To Life

•  In addition to the tools outlined in this presentation, we are always adding or creating new tools to bring insights to life, customized to your research and innovation objectives.

•  Each of our consultants and consulting partners has 20+ years of experience each in international marketing & market research, all with some client-side experience. That’s what really enables us bring insights to life!

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Frank Hines

•  30+ years international marketing experience •  About 20 years as an innovation consultant •  Group facilitator & focus group moderator •  Strategy, research, & innovation experience •  Holds three patents •  Engineer & MBA