the future of surveys smartees seminar
TRANSCRIPT
The Future of Surveys
Smartees Seminar
This is the full slidedeck of our
Smartees Seminar on ‘the Future of
Surveys’, hosted in our Ghent office on
28 November 2013. The presentation
elaborates on how our new approach
allows true consumer collaboration in
survey research, tapping into context
and conversation. All of this illustrated
with client cases from eBay, Cloetta,
Andres, Kinepolis and many more.
Welcome & introduction
I / we don’t always look this way…
# insites
# mrx
Say hi to your neighbour.
Conversation starters:
I am here because…
I’m interested in the future of surveys because…
I’m into market research because…
Who filled out a +5 minutes survey in
the past 6 months?
Who filled out a +5 minutes survey
from another brand, service or
company in the past 6 months?
Who ever thought: ‘who the h*ll is
actually still filling out surveys?’
Pop-up response rate this week?
A. 2%
B. 1%
C. Less than 1%
The Future of Surveys
SURVEY RESEARCH IS MORE
THAN COLLECTING DATA
THE POWER OF VALIDATION
FOR YOUR DECISION MAKING
Source: 2012 Esomar
Total Quantitative 76%
Other 6%
Total Qualitative 18%
MULTIPLE SOLUTIONS
#1 BETTER
ENGAGE
PARTICIPANTS
2 KEY
CHAL
LENG
ES
#2 CAPTURE THE
COMPLEX
CONSUMER
REALITY
CHALLENGE #1
BETTER ENGAGE PARTICIPANTS
AMOTIVATION
INTRINSIC
MOTIVATION EXTRINSIC
MOTIVATION
SELF-DETERMINATION THEORY
Task is not done properly
Interest, enjoyment
highly competent
CHALLENGE #2
BETTER CAPTURE THE COMPLEX
CONSUMER REALITY
Recognizing the social
dimension in decision making
of consumer behaviour
Context is a better predictor
by emotions
Our decisions are wired
WHAT DID WE DO?
SO HOW CAN WE
MAKE THIS HAPPEN
TOOLS & TACTICS TO MOVE
ON THE CONTINUUM
CHALLENGE #1
AMOTIVATION
INTRINSIC
MOTIVATION EXTRINSIC
MOTIVATION
AUTONOMY
COMPETENCE
RELATEDNESS
VALUE
YOU ARE FREE TO
AUTONOMY
DO THIS OR NOT
AU
TO
NO
MY
MODULARITY AT THE
PARTICIPANT SIDE
AU
TO
NO
MY
OPTIONAL SECOND
SURVEY DIMENSION
YOU ARE GOOD AT
COMPETENCE
THIS
CO
MP
ET
EN
CE
PARTICIPANTS AS
CO-RESEARCHERS
CO
MP
ET
EN
CE
PARTICIPANTS AS
CO-RESEARCHERS
PEOPLE LIKE YOU
RELATEDNESS
DO THIS
R&D contribution The lounge
What did we do?
xxxx RE
LA
TE
DN
ES
S
CONNECTING IN
THE LOUNGE
RE
LA
TE
DN
ES
S
INTRODUCING THEIR
SHARED INTERESTS
Femke
Twanjo Wendy Danny Chantal Deborah Iris Sandra
“Ik ben Tibor, 27 jaar. Ik ben super grote fan van GTST, ben ook een paar keer op de set geweest om te kijken en ja dat
was echt super leuk! De crew en de productie kennen mij ook allemaal dus dat is wel heel erg leuk.”
Tibor
“Hallo! Mijn naam is Chanou en ben 26 jaar oud/ jong ;-) Ik kijk al sinds dat ik heel klein was. Acht uur 's avonds is dan ook echt een stilte momentje
bij ons in huis en wordt ook de telefoon niet beantwoord hihi. Ben getrouwd met Alex. Alex
komt uit Denemarken en heeft Nederlands leren spreken door Goede Tijden Slechte Tijden.”
Chanou
Gerry
Xantha Youri Joep
Nathalie Inge Charona Cynthia Fleur
Samantha Nelly Gerrianne
RE
LA
TE
DN
ES
S
SHARING FANSHIP
STORIES
WHAT YOU DO HAS
VALUE
A MEANING
VA
LU
E
SHARING THE CLIENT
OBJECTIVES
4. Value = what you do has meaning
VA
LU
E
SHARING THE CLIENT
OBJECTIVES
AMOTIVATION
INTRINSIC
MOTIVATION EXTRINSIC
MOTIVATION
AUTONOMY
COMPETENCE
RELATEDNESS
VALUE
10-25% ACTIVELY PARTICIPATES
INCREASED PARTICIPANT
SATISFACTION & INTEREST
X2
PARTICIPANTS LOVE
THE VILLAGE
« I have to say I like the Village more than the app, because there is room for discussion and to give your opinion »
PARTICIPANTS FEEL
BETTER UNDERSTOOD
+15%
WE DID NOT ONLY GET MORE
BUT ALSO RICHER DATA
TOOLS TO GRASP THE
COMPLEX CONSUMER REALITY
CHALLENGE #2
THE ASSOCATION TOOL
THE CONTAGIOUS EFFECT
OF THE SOCIAL DIMENSION
SURFING ON EACH
OTHERS IDEAS
52
Meet eBay
Meet Katia
THE
IDEA
TIO
N T
OO
L
Optimize my search
I need some inspiration
Specific shopping websites
We discovered that people often have a hard time when looking for a specific item on eBay. When searching for an item you are often confronted with a broad range of possible items with different characteristics and specifications. How would you improve this search process? How could eBay help you narrow down that search list to only the brands and items you like?
Thinking specifically about fashion (clothes and accessories) and consumer electronic items, what special websites do you think are required out there and what should they look like? What special features would they have and how would they improve the online shopping experience?
Shopping, for example for clothes, accessories and fashion items, is often not as easy as you initially think. You may well have an idea of what you are looking for, however some inspiration could help you get the perfect item! How would you inspire people when shopping online?
IDEA CARD – Optimizing the search process
IDEA CARD
Optimizing the search process
19
IDEA INSPIRATION
IDEA DESCRIPTION
Allow two people to use the same credit card
I have an eBay ID that I use to buy things for my business and my partner. Ann,
has a much older, well established and highly rated eBay ID that we use to do our
domestic buying and selling. Being "points-tarts" we try to use the one credit card
to pay for everything because then we maximise our airmiles! In their wisdom
PayPal insist that I cannot use the same credit card as Ann.
Why can't PayPal link our accounts so that we can share the card?
This could be answered by something like…
IDEA CARD – Optimizing the search process
IDEA CARDOptimizing the search process
25
IDEA INSPIRATION
IDEA DESCRIPTION
Need UK listings to be UK only
I have spent hours today browsing eBay and found that there are so many sellers listing on eBay UK but are based in Hong Kong or China, so instead of having your order in a few days it takes a few weeks. There really needs to be a clamp down on how these overseas sellers are getting listed up on eBay UK but are not at all based in the UK. So misleading to the buyers!
This could be answered by something like…
IDEA CARD – I need some Inspiration
IDEA CARDI need some inspiration
37
IDEA INSPIRATION
IDEA DESCRIPTION
Matching ItemsHow about giving option links on a page for one item which could match
something else. For example if you have bought a shirt or blouse, what about a
link giving suggestions for a pair of trousers or skirt that may go with what
you have bought. Also what about a percentage discount if you do buy a
Shirt/ Trouser - Blouse/ Skirt package. People buy outfits and this will give
an incentive to buy more than one product and can only help the shopper.
This could be answered by something like…
IDEA CARD – Specific product websites
IDEA CARDSpecific product websites
57
IDEA INSPIRATION
IDEA DESCRIPTION
Lots of product information
Sites selling only very specific types of products should provide a lot of information and support for the products. For example, electronic product sites should provide warranty information, user guides, comparisons of similar products, technical support. Clothing sites should provide size guides and returns and refund information.
This could be answered by something like…
IDEA CARD – Optimizing the search process
IDEA CARDOptimizing the search process
27
IDEA INSPIRATION
IDEA DESCRIPTION
Reporting Wrong Items In Searches?
I have had problems while searching for a particular item because people use so
many keywords which mean hundreds of entries even when filtering down.
Maybe eBay customers who see something that isn't quite correctly placed in a
certain filter, could report the item and then once reported someone in the eBay
team verifies it? They should be asked "was this not what you were looking for?"
etc. Maybe even turn it into a reward scheme where customers get points for
correctly identifying this.
This could be answered by something like…
TOWARDS NEXT YEAR
IDEAS FOR APP OPTIMIZATION
EXPLAINING THE WHY
BEHIND THE NUMBERS
THE
PIC
TUR
E SH
OP
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?
BETTER UNDERSTAND
TARGET GROUPS DIFFERENCES
AVOIDING RECALL BIAS
USING TASK-BASED ELEMENTS
ADDED VALUE OF
IMPLICIT MEASUREMENT
ADDED VALUE OF
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.
WHAT DID WE DO?
SO WHAT DID WE
LEARN FROM THIS
ENGAGED PARTICIPANTS
LEAD TO BETTER AND
RICHER DATA
BETTER UNDERSTAND
THE COMPLEX CONSUMER
REALITY
MORE ACTIONABLE
RESEARCH
POSSITIVE IMPACT ON
CONSUMERS’ BRAND PERCEPTION
THANK YOU!
Case study: Cloetta
New York I Timisoara I London I Rotterdam I Ghent
www.insites-consulting.com
Case Study - Cloetta
Insight Validation +
THE MAGIC FORMULA
IT’S ME!
WE ARE BETTER AT PREDICTING
OTHER PEOPLE’S BEHAVIOUR
PARTICIPANTS AS
CO-RESEARCHERS
OPTIONAL SECOND
SURVEY DIMENSION
BETTER UNDERSTANDING
OF THE WHY
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?
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 Facebook page
85
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
EXCITEMENT
88
Meet eBay
Meet Katia
Idea topic
Idea topic
Idea topic
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R&D contribution The lounge
What did we do?
xxxx
GETTING ANSWERS TO
QUESTIONS YOU DID NOT ASK
EMOTION
FROM STATED TO
IMPLICIT MEASUREMENT
Implicit measurement - Screenshot
Implicit measurement Screenshot
For this exercise the respondent is asked to press the space bar to start the exercise. A word, visual or statement is then shown for
a specific duration and the respondent is asked to press the space bar as fast as possible if he associates the item with a given
brand or statement.
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.
NEW METHOD LED TO
RICHER DATA
1. BETTER
UNDERSTANDING
INSIGHT
IDENTIFICATION
2. BRINGING TO
LIFE
TARGET GROUPS
3. GENERATION OF
PRODUCT IDEAS
4. ‘BOTTOM UP’
TOPICS AND
SUGGESTIONS
Fast track 1: Andres
@Saartje_VDB
#MobileSurveys
THE ANDRES CASE
FASHIONABLE RESEARCH
No environment is 100%
mobile-free anymore
35% 41% 64% 20%
Sources: Mobile Mindset report by InSites Consulting (2012)
Survey Sampling International
Welcome in the
mobile research space!
Are we ready to jump?
Evaluate the new store concepts for
Hampton Bays and Xandres
Research objectives:
Test hypotheses on expected benefits of
mobile surveying:
Higher sampling efficiency
Better data quality
Set-up of the case study
In-store recruitment
In-store questionnaire
(mobile)
Follow-up survey (online)
Ben
chm
ark
Recruitment from Andres
database Online questionnaire
Set-up of the case study
Results | Sampling efficiency
1. Less waste, so good way of
finding users of a certain service
or product.
2. Positive participant experience.
3. Slower recruitment.
4. Need for shop manager support. In-store recruitment
Results | Representativity issues
1. In-store sample significantly
younger compared to database.
2. In-store sample showed higher
brand identification.
3. But, no differences in terms of
tech savvy-attitude.
The participants who were
recruited via QR codes or
leaflets had a specific profile.
What characteristic were most
diverging between them and
the control sample?
• Socio-demographic
differences
• Attitude towards the brand
• Attitude towards technology
and mobile devices and
gadgets
Quiz
The participants who were
recruited via QR codes or
leaflets had a specific profile.
What characteristic were most
diverging between them and
the control sample?
• Socio-demographic
differences
• Attitude towards the brand
• Attitude towards technology
and mobile devices and
gadgets
Results | Data quality
1. No need for on-the-spot
measurement of attitudinal
information.
2. No need for on-the-spot
measurement of objective
information in high-involvement
settings.
3. Objective, behavioural information
in low-involvement settings is best
measured on-the-spot.
What questions should you ask in the heat of the moment?
Successful recruitment method to reach
difficult targets (youngsters, product/service users
and brand-/topic-engaged consumers).
Positive impact on survey data quality in
low-involvement settings.
Mobile survey time should be used wisely.
Fast track 2: Kinepolis
THE KINEPOLIS
CASE
@TIMOVANDEMAELE
Discovering who forms the current user base of this
application
Discovering the drivers and frequency of using and
downloading this application
Gaining insights in user experience in general.
Finally they wanted to assess to what extent the mobile app
could also serve as a conversation starter
@TIMOVANDEMAELE
HOW DID
WE HANDLE
IT ?
@TIMOVANDEMAELE
Box office market research
1. We intercepted app users
by means of a popup
2. The e-mail address
captured in the first
phase is used for the
follow-up questionnaire
in phase 2
@TIMOVANDEMAELE
Results
How long did it take us to find
a sample of 400 participants
to take part in this (recruited
on the app)?
Question type: Single
response
• 4 minutes
• 4 hours
• 4 days
• 4 weeks
Quiz • 400 participants in 4 hours, 800 in a day
• 6603 participants through app intercept
• 85% of them provided their e-mail address
for follow up questionnaire
• Eventually, 1778 completed both phases
(overall response rate of 27%)
@TIMOVANDEMAELE
Technology- and
mobile-savvy sample.
A group of people who are
engaged with the brand.
Socio-demo perspective: more
youngsters & males
@TIMOVANDEMAELE
@TIMOVANDEMAELE
Fast track 3: Online dashboarding
New York I Timisoara I London I Rotterdam I Ghent
www.insites-consulting.com
Online dashboards The future of surveys
I’m Matthias Early 30’s, living in Ghent area (Belgium), in
love with Liselotte & Mats.
#beer #books #music #soccer #technology (in alphabetical order)
Graduated from K.U. Leuven as Business
Engineer, joined InSites Consulting more than 6
years ago, and now serving numerous tech &
services institutions in the role of Senior
Research Manager.
#dashboarding #financial #marketing #research
Content wise my focus is on online
dashboarding and on customer experience
management and research, guiding company’s
in their processes to better understand
customer experiences and be more customer
centric.
#actionability #cexp #customerjourneys #nps
Is this recognisable?
Or this?
Can you resend me the June
report, I seem to have lost it?
My colleague from the US would
like to receive a report, but only for
the US results, how much time does
it take and how much does it cost?
My colleague from segment
marketing would like to have a
report only for Gen Y, how
much does it cost and can we
have it tomorrow?
Could you add an extra split
on brand lovers versus brand
haters?
I know it’s not yet the end of the
month, but I would need to know the
results already – could you send me
some topline results?
… If only they had some kind
of report where I can do this all
myself at any time…
Or even this?
Can I also please have a
report for my business unit?
… Well that’s gonna be kind of difficult since
we only have a global brand report …
… Yes, but I would like to see how my business
unit is performing compared to the other units …
… This will allow me to know my customers
better and improve our overall performance …
… Okay, I will check if we have enough budget
and request the research agency to set up
business unit reports …
… Oooh, thank you big boss, this would be very
much appreciated …
… If only he requested an
online dashboard instead of all
these reports …
1
2
3
4
5
Or this situation?
January February March April May June July August September October November December
(… ending up like this…)
… If only they had some kind
of online report so that I only
need my iPad …
…Auwtch, my
back hurts…
And this?
Ah dammit, I would need to know our
latest customer satisfaction number right
now, but I forgot to bring the slide deck
with me…
… If only they had some kind
of online data I could check
right now and right here …
And, finally, what about this? Now, this morning I received from our market research department
that report on our new media campaigns, but they delivered me this
kind of PowerPoint deck with 247 slides… Okay, it contains usefull
insights and recommendations, but I don’t have the time to read this
through. I just want to know if we need to launch or not…
… If only I had a KPI dashboard
where I could see the summary I
need immediately…
Increase your data visibility
and accessibility of real-time
consumer information?
Allow faster, more actionable
and better informed
decisions?
Create business impact and
internal leverage?
Improve overall performance
and profitability?
Moreover, would you like to…
ofcourse you do!
ofcourse you do!
ofcourse you do!
ofcourse you do!
Online dashboards
The future of surveys
Web-based visualization and reporting solution for (market) research projects.
It is an online platform, which means
that all results (even last-minute
changes) are instantly available.
Moreover, results are 24/7
accessible.
The end of goal of an online research
dashboard is to report market
research results in a visually
attractive way. It all starts with data, in almost any
format (spss files, excel files, csv
files…). And what comes out is a
predefined set of charts & tables.
Online dashboards are hot. In revolutionary times of big data and everyone and everything digital,
online dashboards represent a potential opportunity to the data challenges a company is confronted with.
Data Presenting System
The online dashboards we build offer more than just reporting results; it is an
interactive and multifunctional tool where you fine-tune charts & results (e.g.
applying filters), benchmark results, export charts & tables, download (raw) data,
download documents, background & training materials etc.
Content versus stakeholders
research
management
Table Lab
Chart Lab
Library
Verbatims
Wordclouds
Storyteller
Toplines
Infographics
A powerful tool for creating online tables yourself.
Offers full freedom to drill-down in data and make own charts with custom
settings, filters and target groups
Find the charts you have saved when worked with the Chart Lab and any
document you would like to use (background information, questionnaire…)
Allows to report open-ended answers as lists, including additional output
columns, and filters to drill-down in the data.
Allows to report open-ended answers as wordclouds, including additional output
columns, and filters to drill-down in the data.
Online dashboards including charts, tables, wordclouds… with point-and-click
operations to zoom, benchmark, filter, export… any content made available.
Provides a quick and easy to understand table of the data.
A storyteller based and concise dashboard report of the most important KPI’s or
metrics from your project.
.. I am so happy with
the managerial
dashboard I have
available…
.. I am so happy with
the research dashboard
I have available…
Integrated modules for everyone
On top of the InfoGraphics based dashboards (storytellers), the online dashboards also
offer the following integrated modules:
Automated data updates: the data update frequency can be fully automated and can occur in
set intervals, going from daily to yearly.
Role-based, personalized access: user access management tool offering personalized
dashboard access
Actionable interactivity: enables to drill down the data and results by viewing and changing
filters and exporting/saving/printing pages and graphs. Use interactive mouse over tips, on the
fly chart swaps, etc.
Advanced visualization & customized branding: An online dashboard can be fully
customized to make sure it is in line with your corporate branding.
A fine selection of satisfied customers
…
And why are they satisfied?
[ insert
picture
here ] Ann Moerman,
Customer Care Manager,
Rabobank.be
Geert Van Aelst,
Marketing Manager,
Tiense Suiker
Jean-Michel Segers,
Marketing Manager Retail,
Deutsche Bank
Klantentevredenheid zit reeds lang in
onze genen. Door de implementatie van het
NPS verhaal ervaart en beleeft elke
medewerker wat een (on) tevreden klant is en
hoe iedereen binnen het eigen takenpakket kan
bijdragen tot een hoge klantentevredenheid.
Het dashboard is daarbij onze barometer. In
real-time hebben we inzicht in wat klanten
van de verschillende Touch points vinden.
Deze informatie laat ons toe om snel te
reageren op eventuele klachten,
onduidelijkheden, opmerkingen… Klanten
geven langs deze weg zeer relevante
informatie, meningen, vragen waarvoor ze
ons zelf niet spontaan zouden contacteren.
Dankzij CAWI hebben wij een
interessante tool om een reeks kpi’s
maandelijks op te volgen. Maar het zijn vooral
de handige dashboards en de
gebruiksvriendelijkheid ervan die de
gebruiksgraad van CAWI significant hebben
doen stijgen .
Thanks to its actionability, the
touchpoint feedback associated to the online
dashboard empowers and motivates the
Financial Center Managers to take actions to
improve the customer experience in their
Financial Center. The feedback of the
Financial Center Managers about the online
dashboard and the touchpoint feedback is very
positive as they consider that inititiave as
bringing a real added value to their business.
Thanks to the online dashboard, the customer
experience has become a top-of-mind topic in
every Financial Center. The results are
reviewed and discussed by all the staff in
every FC during their weekly meeting.
“ “ “
”
”
”
3 case studies
Experience of SkyTeam
Lounge passengers who
were invited to
complete an online survey at different
airports in Europe, via 3 different data
collection methods: invite cards,
mobile devices & Wi-Fi interception.
• Continuous data collection and real
time dashboard updates to allow
SkyTeam a finger to the pulse.
• NPS and detailed satisfaction are
displayed both on an aggregated
SkyTeam level, as well as on a
specific lounge level.
• Listing of open ended question to
provide more qualitative feedback as
well.
Touchpoint tracking
dashboard to generate
more actionable
feedback and maintain or improve
customer satisfaction across a variaty
of touchpoints (e.g. face-to-face advice
session, online banking interaction…)
• Continuous data collection and real
time dashboard updates to allow
Deutsche Bank a finger to the pulse.
• Hierarchical structures applied (e.g.
Belgium > regions > branches >
advisors) to allow benchmarking &
actionability.
• Dashboards being used as input for
weekly FC meetings (internal
leverage)
Awareness, Brand &
Usage tracker on
different brand an
product types within the sugar product
category on the retail market
• Tracking of different products and
brands on a variety of usage & volume
KPIs.
• Allowing end-users to personalize the
dashboard by offering the Chart Lab.
What is the future of dashboarding?
It’s an answer to
“big data”.
It’s an answer to
“everyone digital”.
Thank you!
Questions? Remarks?
Feedback?
Stay tuned!
4 smartees/year
1 webinar/month (http://smartees.insites-consulting.com/smartees/)
Thank you!