from aha! to eureka smartees seminar

From Aha! to Eureka

Smartees Seminar

This is the full slidedeck of our ‘from

Aha! to Eureka’ Smartees Seminar,

hosted in Rotterdam on 26 November

2013. The presentation elaborates on

what a consumer insight is (and what it

is not?), how you can mine them and

how you can make them impactful for

your company, through a variety of

business stories, clear examples and

tasks. All of this illustrated with client

cases of Cloetta and Heinz.

Welcome!

We’ll start in a minute…

#insites

http://www.twitter.com/

Welcome & introduction

Why the moustaches?

http://uk.movember.com/team/1001901

Program CIA

14:10 Welcome to the Age of Relevance

Kristof De Wulf, CEO at InSites Consulting

15:10 Case study: Cloetta

Katia Pallini, Research Consultant at InSites Consulting

Mechtild de Bruin, International Knowledge & Insights Director at Cloetta

15:40 Coffee break

16:10 Case study: Heinz

Anita Peerdeman, Business Director FMCG at InSites Consulting

16:50 Wrap-up and Q&A

17:00 Networking & drinks

Welcome to the Age of Relevance

Does the

future of

your

business

depend

on luck?

@kristofdewulf

The old

world is

gone …

@kristofdewulf

How fast

is fast?

@kristofdewulf

How much is too much?

@kristofdewulf

Expect the

unexpected

@kristofdewulf

@kristofdewulf

You are NOT your

consumer

@kristofdewulf

It’s about

hardcore

listening

@kristofdewulf

@kristofdewulf

2. Getting to insights

What is an insight?

3. Activating insights

1.

@kristofdewulf

Children love what they

instinctively discover for

themselves

The brand behind...

@kristofdewulf

Children love what they instinctively discover for

themselves

@kristofdewulf

The brand behind...

@kristofdewulf

Be different

The brand behind...

@kristofdewulf

Be different

@kristofdewulf

The brand behind...

@kristofdewulf

I want to escape the limitations of my

daily routine life and enjoy the activity

of fantasizing about alternative

identities, lives, or positions

The brand behind...

@kristofdewulf

I want to escape the limitations of my daily routine life and enjoy

the activity of fantasizing about alternative identities, lives, or

positions

@kristofdewulf

The brand behind...

@kristofdewulf

Insight ≠ (big) data

@kristofdewulf

Insights ≠ ideas

2005 2013

@kristofdewulf

In-sight |’in.sit|

@kristofdewulf

It’s me!

@kristofdewulf

Why

insights

are like

refrigerators

@kristofdewulf

I want to

change

@kristofdewulf

Without

activation,

an insight

is useless

@kristofdewulf

It’s just a

starting point

@kristofdewulf

It is the DNA of

your product

@kristofdewulf

It will rule your mind

@kristofdewulf

It can enter

every touchpoint

@kristofdewulf

Getting to insights

1. What is an insight?

3. Activating insights

2.

@kristofdewulf

You don’t

know what

you don’t

know

@kristofdewulf

Consumers

are bad

witnesses of their own

behaviour

@kristofdewulf

Everybody / Everywhere / Anytime

@kristofdewulf

LANDSCAPE

PORTRAIT

OUT OF

THE BOX

IN THE BOX

How to mine insights?

@kristofdewulf

PORTRAIT

OUT OF

THE BOX

IN THE BOX

LANDSCAPE


@kristofdewulf

Don’t jump to conclusions

@kristofdewulf

@kristofdewulf

PORTRAIT

OUT OF

THE BOX

IN THE BOX

LANDSCAPE


@kristofdewulf

Context is key

@kristofdewulf

Use different perspectives

@kristofdewulf

The power of the crowd

@kristofdewulf

PORTRAIT

OUT OF

THE BOX

IN THE BOX

LANDSCAPE


@kristofdewulf

The advantage

of inconsistency

@kristofdewulf

Insight is about people

@kristofdewulf

It’s what

you do with

people

@kristofdewulf

@kristofdewulf

PORTRAIT

OUT OF

THE BOX

IN THE BOX

LANDSCAPE


@kristofdewulf

Reframe

@kristofdewulf

@kristofdewulf

It’s a

way of life

@kristofdewulf

@kristofdewulf

Activating insights 3.

2. Getting to insights

1. What is an insight?

@kristofdewulf

Show me the money

@kristofdewulf

@kristofdewulf

Is it you?

@kristofdewulf

Spread

the word

@kristofdewulf

Everybody

is curious

@kristofdewulf

Inspire!

@kristofdewulf

Capture (false)

assumptions

@kristofdewulf

@kristofdewulf

Market research as

an order-taking function

Consumer insight as a

source of competitive advantage

Sources: BCG Consumer Insight Benchmarking (May 2009)

Traditional

market

research

function

Business

contribution

team

Strategic

insight

organization

Strategic

foresight

organization

1 2 3 4

Where are you today?

@kristofdewulf

@kristofdewulf

Get out

of your

comfort

zone

1.

@kristofdewulf

Develop

daily

rituals

2.

@kristofdewulf

Think big, act radical

3.

@kristofdewulf

@kristofdewulf

The best way to

predict the future is to create it

@kristofdewulf

@annalieze

@kristofdewulf

Kristof De Wulf

[email protected]

+32 9 269 15 03

Case study Cloetta

THE MAGIC FORMULA

IT’S ME!

PARTICIPANTS AS

CO-RESEARCHERS

WE ARE BETTER AT PREDICTING

OTHER PEOPLE’S BEHAVIOUR

OPTIONAL SECOND

SURVEY DIMENSION

Task 1: Your breakfast moment

Task 1: Your breakfast moment Take a picture when you are heaving breakfast. What are you having for breakfast and why do you choose this?

R&D contribution Facebook page

90

What did we do?

For this task based element participants are asked to create a Facebook profile for the typical person they believe the insight would relate to. Using this projective technique we can get a detailed description of how that person would look like. Participants can easily brows for visuals that would visualize this person as well as ad a description on their social demographics and personal interests. We asked the participants to create the Facebook page of the typical person who you feel would identify with this statement:

“There are moments when I really feel like something to refresh my mind and re-energize - a little ‘pick me up’. The common chocolate bars (eg Snickers) are ok for these moments, however sometimes I am looking for something a bit more exciting in terms of taste and mouthfeel”

Task description

Insight

97

100% No kids

88

65%

Kids

112

35%

18-34; 55-64

126

15%

35-54

101

20%

All other employment status

106

9%

Full time employed; other

157

6%

GIVE A FACE TO THE

NUMBERS

R&D contribution The lounge

What did we do?

xxxx

GETTING ANSWERS TO

QUESTIONS YOU DID NOT ASK

EMOTION

FROM STATED TO

IMPLICIT MEASUREMENT

NICHE NATURAL

POTENTIAL

These items are not associated with the given brand by a lot of respondents, however the reaction time is faster than average. These are niche associations often amongst users with a certain brand experience.

These items are associated with the given brand by many respondents and the reaction time linked to the association is faster than average. These are natural and spontaneous associations.

These items are associated with the given brand by many respondents but the reaction time is below average. These are potential associations which can become natural if the given brand enhances the communication.

% of respondents

Reaction tim

e

LIMITS

These items are not associated with the given brand by a lot of respondents and if associated the reaction time is below average. These items are not linked with brand.

BETTER UNDERSTANDING

OF THE WHY

EXCITEMENT

98

Meet eBay

Meet Katia

Idea topic

Idea topic

Idea topic

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NEW METHOD LED TO

RICHER DATA

Katia Pallini

[email protected]

+32 9 269 12 23

Case study Heinz

www.insites-consulting.com

24/7 CIA? How to integrate CIA in on ongoing CCB

A permanent state of insight activation

2008 2009 2011 2012

Evaluation Inspiration

From Food panel to Food & Zo

Started in 2008 as a panel and evolved to an ongoing community today: 24/7 online!

Involving 200 active participants that share a passion for food & groceries

Allowing for 48H feedback on tactical questions

And for in-depth collaboration on strategic projects.

Accessible to all brand teams @Heinz: Heinz, Venz, Roosvicee, De Ruyter, Honig etc.

If you want success,

you must be

super relevant you must be

super relevant

If you want success,

Observation Card

Looking for clues …

I have noticed that…

!

Hypotheses Card

Looking for hunches … Pin your

observation card here

Where…? Who…? Additional evidence

Hypothesis - Hunch I guess this is because …

Insight card

Write the consumer insight

Aha x It’s me x

Individual blogs - ethnography 1.

Discussions 2. Getting to ‘Aha’ moments An insight is not immediately visible or ‘evident’, but only becomes clear when you are actually confronted with it. Or, as Steve Jobs described it: “A lot of times, people don’t know what they want, until you show it to them”. It is equal to a sort of ‘Aha’ experience: a combination of surprise and something familiar.

‘It’s me’: understanding what is relevant to consumers A strong insight automatically calls for familiarity, sometimes even to the extent that you may even learn things about yourself that you were not aware of before. By getting really close to the target group, we build relevance for consumers, touching needs that are real and important.

Understanding where consumer tension is playing Behind every strong insight lies a need to improve an existing situation. In other words: it’s not just about being relevant; consumers should also feel a need to change something to an existing situation. As we connect with consumers over a longer period of time, we are able to better capture such tensions.

In depth understanding An observation in itself is not valuable, unless you truly understand it. Discussing the observation using the above elements helps us to fully understand the rational or emotional motivation behind consumer behavior.

So…let’s add a blog tool to the community!

Challenge 1: this will increase the workload for our participants…will they actually do this on top of all

the other project topics and 48H topics?

Challenge 2: How to involve the Heinz teams in this process? It requires a higher engagement to jointly observe & explain to build consumer

insights.

LET’S

DO

IT!

2012-2013 2013-2014

SUNDAY

Ethnographic room

• Diary of a Saturday, Sunday & Tuesday • Focus on lunch & dinner time • Stating:

• Time • Activity • Company • Atmosphere

Discussions room

• Meaning of a Sunday • Associations cloud exercise • The perfect Sunday! • Mood board Saturday vs. Sunday • Habits versus traditions • Deep dive on:

• Convenience meal vs. extensive meal • Family or friends day? • Negatives sides on a Sunday?

169 active participants

3 blog tasks - 560 blog posts

12 discussions - 672 responses

350 pictures!!!

…which resulted in a huge activity…

‘I think I know’

Assumptions

‘I know I don’t know’

GAPs

‘I know I know’

Facts

‘I don’t know that I don’t know’

Sundays are about relaxing

Sundays are built on habits

The typical Sunday dinner?

???

Ethnographic room

• Diary of a Saturday, Sunday & Tuesday • Focus on lunch & dinner time • Stating:

• Time • Activity • Company • Atmosphere

Discussions room

• Meaning of a Sunday • Associations cloud exercise • The perfect Sunday! • Mood board Saturday vs. Sunday • Habits versus traditions • Deep dive on:

• Convenience meal vs. extensive meal • Family or friends day? • Negatives sides on a Sunday?

Sundays are built on habits

The typical Sunday dinner?

???

In between workshop

The Sunday meals seem quick & convenient on one hand, but luxurious and prepared with care & love on the other

hand.

Sundays are often about relaxing, doing active things, but also on doing practical things (chores)..

Insight # 1

The accepted convenience

meal

The convenience meal on Sundays is accepted, because it… …contributes to the ‘Go with the flow’ mentality of the day ..allows for more quality time with family and friends And therefore does not provoke the guilt feeling a convenient meal sometimes can provoke.

Insight # 2

The habit of

not having a habit

My Sundays are very different, but they all have in common that I don’t have a schedule or planning. Each Sunday is different for me, but come to think of it, they all have in common that I have no obligations on that day. I feel free!

1.

2.

3.

INTEGRATE CIA & ONGOING CCB’S?

Yes, we can! If we manage workloads at both

participants and client teams in a proper way.

We even think this is the way forward to

maximize value of your (ongoing) CCB:

inspiration instead of validation!

And integrate consumer relevance at the heart of

everything you do in a marketing organization

(innovation communication & activation).

Anita Peerdeman

[email protected]

Patricia van der Hart

[email protected]

+31 10 742 10 51 +31 10 10 42 742

Let’s go to the Q&A

Thank you!