introduction insighting

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The art & science of insightingStarring Kristof De Wulf & Columbo

Who killed James Ferris?

1 2 3

4 5 6

A structured process ...

... but also embracing creative chaos

Disciplinedimagination

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What is an insight?Your point of viewKey features of an insightSome examples

The insighting process4 critical steps

Thinking out of the boxChange perspectivesKeep asking whyMake new connectionsGet closer

Insight research

unless you do something weird with it

Insight > observation

insight is not so much about seeing the truth, as feeling it

FACTS INFORMATION FINDINGS ADVICE INSIGHTS

Insight idea

one insight is the basis of hundreds of ideas

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I want to escape the limitations of my daily routine life and enjoy the activity of fantasizing about alternative identities, lives, or positions

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want until you show it

Steve Jobs

The magic formula

Aha! xNot immediately apparentYou will know it when you see itBrings to the surface what was subconsiously thereSurprising and fresh

The magic formula

Aha! xI recognise this

You understand me (better than myself)

The magic formula

Aha! xSource of inspiration for

... great branding... great advertising... great innovation

... great customer experiences

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Diageo I J&B

-to-day constrains and socialpressure, consumers want nights out that offer

Diageo I J&B

-to-day constrains and socialpressure, consumers want nights out that offer

Mars I Whiskas

grocery store to buy cat food, what would he bring home?

Volkswagen I Beetle

- there was a sizable group of people who needed to be different and didn't express

P&G I Pampers

to play, learn and develop. The finding that babies are happier when they have healthy skin rather than nappy rash was not

that new. The trick was uncovering the deeper emotional

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A repeatable process

Observe

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It all starts with what we seeThe power is in the mixIt all starts with what we see

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I do not know what I doI do not remember what I do

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Observe Reframe

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(Re-)framing and going beyond the obvious

and over, in the hope of a

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(Re-)framing and going beyond the obvious

Projective questioning

Crowbars for creative thinking

View conclusions as beginnings

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Observe Reframe Validate

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Will people get it?Does it touch them?Is it something new?Is it simple enough?Can you support it?

Will it effect change?

Write it on a blank sheet of paper,with no supporting words

Is it still interesting?

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Insight screening

Clarity Importance of resolving

Brand fitContext fit Target group fit

Solution awareness

Likelihood solution finding

Identification Frequency Endurance

Recognition Thought of before

Relevance

Differentiation

Actionability

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Over the course of 3 weeks, the 16 varieties of

grown on a soil-based billboard

What went wrong?

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Observe Reframe Validate Refine

inconsequential; for an insight to have real potency, the language in which it is couched is at least as important as the inner truth itself. For an insight to have real potency, literal accuracy is less important

Bullmore 2005, WPP

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3 online discussion groups with each a different focus

GROUP 1EXPLORE

First online discussion group focuses on exploration of the insight in different directions. The outcome is a list of possibilities to reword the insight.

GROUP 3CONFIRM

In the final group, the insight holding most potential is elaborated upon. The key objective

is the validate the power of the insight as formulated based on the 2 previous sessions.

GROUP 2FINETUNE

Based on the first group and what is legally possible in terms of formulation of the insight,

a limited set of insights is tested more in-depth.

Elaborating & finetuning the insight

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Observe Reframe Validate Refine

Connect !

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Connected research philosophy

Connecting methods

Connecting marketing thinking

Connecting with

participants

Connecting with

clients

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Not knowing what you are exactly looking for

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6%

7%

6%

15%

30%

24%

7%

4%

5%

8%

6%

19%

35%

17%

5%

4%

We are different from our target audience!

CONSUMER TWIN SCORE

6%

7%

6%

15%

30%

24%

7%

4%

5%

8%

6%

19%

35%

17%

5%

4%

Identification of marketeers with their target group

We are different from our target group!

64% 73%

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6%

7%

6%

15%

30%

24%

7%

4%

5%

8%

6%

19%

35%

17%

5%

4%

We are different from our target audience!Yet we have a lot of confidence ...

I know what consumers want

My own behavior helps me better understand consumers' behavior

My gut feeling helps me understand consumers' behavior

Because I spend a lot of time with consumers, I understand them better

72% 70%

69% 69%

68% 67%

66% 67%

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Change perspectives

ObservingYourself

SecondaryPhoto

BehavioralInductive

AskingOthersPrimaryFilmAttitudinalDeductive

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Hawthorne effect

Researcher gaze

Time & cost intensive

Traditional ethnography

context

Participant

R

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Traditional ethnography

context

Participant

360° ethnography

Participant

context

Crowd interpretation

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In cooperation with Colruyt Group8 shopping trips to an OKay supermarket with spycamSelection of interesting scenes by researchersInsight generation by the crowd: 371 TalktoChangemembers comment on the observations

Video ethnography

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The shopping experience through consumers eyesDifferent touch points

POST-‐SHOPPING

SHOPPING

Finding a parking spot

Enter the storeFind the products

on my listExploration (new products, social, ...) Waiting at checkout

ScanningPacking up the

goods

Driving home Putting away the goods

Finding a trolleyFinding a coin for a trolley

Going to the shop

PRE-‐SHOPPING

Making my shopping list

Paying

Empty bottles?

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2%

1%

65%

23%6%5%

9%18%

35%

26%

4%

Exposure Impact

Two types of importance for each touch pointExposure versus impact

Parking Trolley Entrance Shopping Check-out

Packing

3%

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10%

24%30% 28%

35%40%23%

41%

44% 47% 36% 29%

67%

35%26% 25% 29% 31%

Major improvement Minor improvement Neutral comment

Performance of each touch point

Parking Trolley Entrance Shopping Check-out

Packing

Indulgence

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Observe environment clean?

Observe staff?

Observe products in the neighbourhood

Observe goods

Calculate price

Unilever I Marmite

Turning a probleminto an opportunity

PROBLEM VERY FEW PEOPLE EAT MARMITE, YET THE PEOPLE WHO DO ABSOLUTELY ADORE IT.

WHY?

WHY? BECAUSE MARMITE EATERS ARE PERCEIVED TO BE RARE AND SLIGHTLY ECCENTRIC (AND ARE LIKELY TO BE CHILDREN).

WHY? BECAUSE THE PRODUCT HAS A VERY UNIQUE POLARISING TASTE.

INSIGHT MARMITE EATERS NEED TO BE GIVEN THE CONFIDENCE TO DECLARE THEIR LOVE FOR THE PRODUCT IN PUBLIC

Chiquita I Fruit in a bottle

What happens if ...

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What happens on a psychological and physical level when 15 heavy

fruit/smoothies eatersconsume their regular amount of

fruit/smoothies?

What happens on psychological and physical level with 20

participants fruit/smoothies, when they start

eating more?

DEPRIVATION ACTIVATION

Diageo I Johnnie Walker

Who are our users?

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CITYLIFE

WORK

FAMILY

LOVESPORTS

PLAY

TECH

WORK

AUTHENTIC

TRENDS

STATUSSTYLE

ONLINE

HERITAGE

QUALITY

SHOP

The presumed target group?

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Online safari

ENGAGE

CONTENT

PROFILE

Universe detection

Data collection: scrape the

internet

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What did we learn from Columbo?

Get closer & connectMake connections between seemingly unrelated facts and observations

Always dig deeper Immerse yourself in alternative rolesUse your own personal experienceInvest in validating & refining your insight

[email protected]+32 496 23.29.20

Some take-ways

Check out how connected you are: http://www.insites.eu/meetthejonesestest/Subscribe for the next Smartees workshop on observational research: 19/11/2009Freely download our (award winning) papers on http://www.insites.eu/InSites/ForwaR-D-Lab/ForwaR-D-buzz/page.aspx/180?buzz=2

http://www.insites.eu/meetthejonesestest/

http://www.insites.eu/InSites/ForwaR-D-Lab/ForwaR-D-buzz/page.aspx/180?buzz=2









introduction insighting

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