consumer insightment smartees breakfast session
TRANSCRIPT
Consumer Insightment
Smartees Breakfast
This is the full slidedeck of our ‘Consumer
Insightment’ Smartees Breakfast session.
The main focus is on how to arrive at
potent consumer insights. The main
theme is elaborated, followed an
interesting case study by BBC Global
News.
Fact sheet
Spin-off of top-ranked business school
15 years of experience and know-how
Pioneer and innovator in online methods
Covering any marketing domain
Fully independent
London, New York, Rotterdam, Ghent, Timisoara
125 passionate employees
Proprietary research panel in +25 countries
Run research communities in +37 countries and
surveys in 60+
Awarded by ESOMAR I AMA I ARF I MRS I MOA I AMMA
Who we are
We allow participants to ENGAGE
with us anytime, anywhere (online,
mobile, asynchronous methods…).
We make it fun for them to give
more & better answers
(gamification, audio-visual cues,
design…). We empower them to be
co-researchers (crowd
interpretation, co-moderation…).
Online Group Discussions
Consumer-led Ethnography
Research Communities
Social Media Listening & Netnography
1on1 Online Interviews
Digital Surveys
Engage
METHODS
Helping world leading brands
become locally relevant
by Annelies Verhaeghe
INSIGHT
ACTIVATION
CONSUMER
@annaliezze
It’s hard…
Beyond the obvious
Leve
ra
ge
YE
S
NO
Known Unknown
I don’t know
where to
start
I don’t know
what I don’t
know
@annaliezze
@annaliezze
“The consumer is to be at the
heart of all our innovation,
branding and communication”
It’s hard…
“Recognize this mission?
Beyond intuition and trends
@annaliezze
@annaliezze
It’s hard…
@annaliezze
It’s hard
To imagine
the future
@annaliezze
A good insight start with
the consumer
@annaliezze
But consumers don’t know
@annaliezze
Observation is key!
@annaliezze
Grasping
THEIR
Perspective
The consumer is in control!
@annaliezze
@annaliezze
Understand consumer behavior
More often
More Heinz
OCCASION
BRAND
PRODUCT
More Ketchup
More cold sauces
CATEGORY
Insightment community
Flight1
Security
Passport
control
orientation
Arrival new
gate Time left
Flight 2
Understand consumer journey
Observation
Meaningful
observation
Interpretation
insight
Let the magic begin
Crow
d
inte
rpreta
tion
The result? 20-40% added value!
Using the power of the group
Reflective
probing
Shaping
insights
Define
actions
@annaliezze
Relevance
+ Excitement
+ Contagious
+ Freshness
INSIGHT STRENGHT
Validation
From
„validation‟
only to
understanding.
@anneliezze
1. Asking the right questions
@anneliezze
@annaliezze
2. Leveraging existing knowledge
Connecting the dots Connecting the dots
Capturing marketing
assumptions
Making knowledge
available
3. Changing the
Hearts,
minds
& actions
@anneliezze
@anneliezze
Inspire, Engage, Activate!
Dear all,
I really encourage all of you to spend this hour as it
is not only a crucial part of the process to get your
thoughts and thinking on this but it is also a fun
learning experience for yourself. I just finished it
myself and considered it time well spent despite my
too full schedule.
Maybe this is another incentive: I guess none of
you want me to win this game…:-)
Marieke Kimmels, Heinz marketing director
continental Europe
@anneliezze
4. Avoiding the solution space
5. Structural approach
But start small
@annaliezze
Annelies Verhaeghe, Head of Research Innovation
InSites Consulting
+9 269 14 06 [email protected]
@annaliezze
Ghent I Rotterdam I London I Timisoara I New York
www.insites-consulting.com
Me and My News Media
“ “With smartphones and tablets … news spreads like fire!”
38
Long tail of objectives
38
So we set off on a trip…
Understand news consumption
Who are they and how they consume the news
Which devices they use how and why for the news
Consumer insight into advertising
Summarize past BBC research project
Desk research
Clarify the needs
Report back and inform
Develop personas of news users
Explore and Understand news consumption patterns
Understand attitude towards devices
Measure
Validate qualitative findings
COMMUNITY Global SURVEY
Multistage research to answer all elements of the brief
– INTERESTED IN NEWS
– All were working full time
– Top 20% of income
– Owners of at least 3 out of 4 devices/screens
of
Who we talked to…
Smartphone
Laptop / desktop
– BBC users and BBC non-users
across:
France
Germany
Poland
Blogging and
group of news consumers of (BBC user and non-users)
from all over the world
joining a closed online platform
longitudinal connection
managed by moderators
life
news habits
BBC website
usage of devices
advertising
BBC
QUANTITATIVE
Quantitative online survey
Type of news consumer
News consumption patterns
Second Screen Usage
Curation vs. Control
User Generated Content
Advertising
BBC Usage
To validate the qualitative
findings
44
Method One-on-one online blogging & community approach
Activity Details
• Various creative exercises using mood boards
and uploading of pictures resulting in engaged
participants and rich output
• Over 1,500 posts in the discussions
• About 800 uploaded images
• An Individual Tasks Room for working on the
daily one-on-one blogging assignments
• A Discussion Room for bringing together all
participants after the blogging period for a joint
deeper discussion of some topics
• A Get Connected Room to have an engaging
environment for all participants to interact and
chat with each other
News Consumption and Device Drivers
45
46
“ “I use the TV and PC/Laptop at home in addition to my tablet. At work, the only screens I have access to are the tablet and the smartphone. I don’t use the work computer for anything non-work related....... Deciding which screen to use at home is mostly about convenience. I find it easier to work on the laptop/pc at home and if I have work, I use those for browsing the web as well... If I don't have work and am in the living room or bedroom, I use the tablet instead. Used to be the laptop a couple of years back, but that’s too big now. The tablet works. TV is at night. Not throughout the day. At work, its the tablet because that is all I have access to and I can connect it to its keyboard dock and place it on my desk, it works as a little netbook. And throughout the day, I have my phone in my pocket. If I want to check something at any time, wherever I might be, I have the option of using it..”
Top of mind drivers are VERY
functional
47
News Consumption
Device/ Screen
People Around
Daily Routines
Time of the Day
Occasions & Settings
Intensity of Consump-
tion
Type of News
Type of Consumer
Purpose (i.e. intention)
What is News Consumption influenced by?
48
What is device usage driven by when consuming news?
Functional
Emotional
Occasions & Settings
Device/ Screen
People Around
Daily Routines
Time of the Day
49
What is device usage driven by when consuming news?
Functional
Emotional
Occasions & Settings
Device/ Screen
People Around
Daily Routines
Time of the Day
Type of News
Type of Consumer
Purpose (i.e. intention)
Intensity of Consump-
tion
50
News Personas Identified
Routiners
News and Workers
Interested and Interesting
News Junkies
Travel
Light Users
51
News Personas Identified
Routiners
Light Users
News and Workers
52
News Personas Identified
Interested and Interesting
News Junkies
Travel
Business Travel
Smartphone Laptop Tablet Hotel
TV – especially BBC
World!
53
The internet is the device to news users.
The different devices are the conduit or the
window to access the internet
News users are “device agnostic”.
54
55
200 SLIDES… APPROX 700,000 DATA POINTS
56
BUT THAT’S JUST THE START…
What’s
new about
this
research?
What will make
media agencies
want to book in
meetings with us
to discuss?
How do the
findings align
with business
objectives?
What do we
call it? How do
we launch it?
57
VERSIONS OF THE PRESENTATION LATER…
58
WE HAD THIS… 7 slides shared with the great and good of the media industry at
Media 360
59
AND THIS…
60
THE FIRST GLOBAL STUDY OF NEWS CONSUMPTION ACROSS MULTIPLE SCREENS
connecting the story
Simon McDonald, Business Director Media &
Entertainment InSites Consulting
Emma Martin, Senior Trade Insights Executive
BBC Global News Ltd
+44 20 7870 2577 [email protected]
