from aha! to eureka smartees webinar
DESCRIPTION
This is the full slidedeck our 'from Aha! to Eureka' Smartees Webinar, hosted on 21 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. Presentation by Kristof De Wulf (CEO, InSites Consulting) and Annelies Verhaeghe (Head of Research Innovation, InSites Consulting).TRANSCRIPT
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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