Download - From Aha! to Eureka Smartees Webinar
From Aha! to Eureka
Smartees Webinar
This is the full slidedeck of our ‘from
Aha! to Eureka’ Smartees Webinar. 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.
Annelies Verhaeghe
Kristof De Wulf
Does the
future of
your
business
depend
on luck?
@annaliezze
@kristofdewulf
The old
world is
gone …
@annaliezze
@kristofdewulf
How fast
is fast?
@annaliezze
@kristofdewulf
How much is too much?
@annaliezze
@kristofdewulf
Expect the
unexpected
@annaliezze
@kristofdewulf
@annaliezze
@kristofdewulf
@annaliezze
@kristofdewulf
You are NOT your
consumer
@annaliezze
@kristofdewulf
It’s about
hardcore
listening
@annaliezze
@kristofdewulf
@annaliezze
@kristofdewulf
2. Getting to insights
What is an insight?
3. Activating insights
1.
@annaliezze
@kristofdewulf
Children love what they
instinctively discover for
themselves
The brand behind...
@annaliezze
@kristofdewulf
Children love what they instinctively discover for
themselves
@annaliezze
@kristofdewulf
The brand behind...
@annaliezze
@kristofdewulf
Be different
The brand behind...
@annaliezze
@kristofdewulf
Be different
@annaliezze
@kristofdewulf
The brand behind...
@annaliezze
@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...
@annaliezze
@kristofdewulf
I want to escape the limitations of my daily routine life and enjoy
the activity of fantasizing about alternative identities, lives, or
positions
@annaliezze
@kristofdewulf
The brand behind...
@annaliezze
@kristofdewulf
Insight ≠ (big) data
@annaliezze
@kristofdewulf
Insights ≠ ideas
2005 2013
@annaliezze
@kristofdewulf
In-sight |’in.sit|
@annaliezze
@kristofdewulf
It’s me!
@annaliezze
@kristofdewulf
Why
insights
are like
refrigerators
@annaliezze
@kristofdewulf
I want to
change
@annaliezze
@kristofdewulf
Without
activation,
an insight
is useless
@annaliezze
@kristofdewulf
It’s just a
starting point
@annaliezze
@kristofdewulf
It is the DNA of
your product
@annaliezze
@kristofdewulf
It will rule your mind
@annaliezze
@kristofdewulf
It can enter
every touchpoint
@annaliezze
@kristofdewulf
Getting to insights
1. What is an insight?
3. Activating insights
2.
@annaliezze
@kristofdewulf
You don’t
know what
you don’t
know
@annaliezze
@kristofdewulf
Consumers
are bad
witnesses of their own
behaviour
@annaliezze
@kristofdewulf
Everybody / Everywhere / Anytime
@annaliezze
@kristofdewulf
LANDSCAPE
PORTRAIT
OUT OF
THE BOX
IN THE BOX
How to mine insights?
@annaliezze
@kristofdewulf
PORTRAIT
OUT OF
THE BOX
IN THE BOX
LANDSCAPE
How to mine insights?
@annaliezze
@kristofdewulf
Don’t jump to conclusions
@annaliezze
@kristofdewulf
@annaliezze
@kristofdewulf
PORTRAIT
OUT OF
THE BOX
IN THE BOX
LANDSCAPE
How to mine insights?
@annaliezze
@kristofdewulf
Context is key
@annaliezze
@kristofdewulf
Use different perspectives
@annaliezze
@kristofdewulf
The power of the crowd
@annaliezze
@kristofdewulf
PORTRAIT
OUT OF
THE BOX
IN THE BOX
LANDSCAPE
How to mine insights?
@annaliezze
@kristofdewulf
The advantage
of inconsistency
@annaliezze
@kristofdewulf
Insight is about people
@annaliezze
@kristofdewulf
It’s what
you do with
people
@annaliezze
@kristofdewulf
@annaliezze
@kristofdewulf
PORTRAIT
OUT OF
THE BOX
IN THE BOX
LANDSCAPE
How to mine insights?
@annaliezze
@kristofdewulf
Reframe
@annaliezze
@kristofdewulf
@annaliezze
@kristofdewulf
It’s a
way of life
@annaliezze
@kristofdewulf
@annaliezze
@kristofdewulf
Activating insights 3.
2. Getting to insights
1. What is an insight?
@annaliezze
@kristofdewulf
Show me the money
@annaliezze
@kristofdewulf
@annaliezze
@kristofdewulf
Is it you?
@annaliezze
@kristofdewulf
Spread
the word
@annaliezze
@kristofdewulf
Everybody
is curious
@annaliezze
@kristofdewulf
Inspire!
@annaliezze
@kristofdewulf
Capture (false)
assumptions
@annaliezze
@kristofdewulf
@annaliezze
@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?
@annaliezze
@kristofdewulf
@annaliezze
@kristofdewulf
@annaliezze
@kristofdewulf
Get out
of your
comfort
zone
1.
Develop
daily
rituals
@annaliezze
@kristofdewulf
2.
Think big, act radical
@annaliezze
@kristofdewulf
3.
@annaliezze
@kristofdewulf
@annaliezze
@kristofdewulf
The best way to
predict the future is to create it
@annaliezze
@kristofdewulf
Thank you!
Let’s go to the Q&A
Annelies Verhaeghe
+32 9 269 14 06
@annalieze
@kristofdewulf
Kristof De Wulf
+32 9 269 15 03
http://smartees.insites-consulting.com
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