insighting introduction
Post on 17-Oct-2014
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TRANSCRIPT
11copy In
Site
s C
on
su
ltin
g
The art amp science of insightingStarring Kristof De Wulf amp Columbo
Who killed James Ferris
1 2 3
4 5 6
A structured process
but also embracing creative chaos
Disciplinedimagination
66copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Insight research
unless you do something weird with it
Insight gt 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
1111copy In
Site
s C
on
su
ltin
g
I want to escape the limitations of my daily
routine life and enjoy the activity of fantasizing
about alternative identities lives or positions
1212copy In
Site
s C
on
su
ltin
g
ldquoA lot of times people donrsquot know what they want until you show it to themhelliprdquo
Steve Jobs
The magic formula
Aha x euroIt‟s me
Not immediately apparent
You will know it when you see it
Brings to the surface what was subconsiously there
Surprising and fresh
The magic formula
Aha x euroIt‟s me
You‟re right ndash I recognise this
You understand me (better than myself)
The magic formula
Aha x euroIt‟s me
Source of inspiration for great branding
great advertising
great innovation
great customer experiences
1616copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
1717copy In
Site
s C
on
su
ltin
g
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Mars I Whiskas
ldquoIf you could give your cat US$10 and send him off to the
grocery store to buy cat food what would he bring home
The answer (albeit theoretically) is Live meatrdquo
Volkswagen I Beetle
ldquoIt wasnt just the need for a smaller car - there was a sizable
group of people who needed to be different and didnt express
themselves based on the size of their carrdquo
PampG I Pampers
ldquoBabies with healthy dry skin are happierand so better able
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
significancerdquo
2222copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
2323copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe
2424copy In
Site
s C
on
su
ltin
g
It all starts with what we seeThe power is in the mixIt all starts with what we see
Insights can be found if we accept that there is no ldquowerdquo versus ldquothemrdquo
2525copy In
Site
s C
on
su
ltin
g
I do not know what I do
I do not remember what I do
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
Who killed James Ferris
1 2 3
4 5 6
A structured process
but also embracing creative chaos
Disciplinedimagination
66copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Insight research
unless you do something weird with it
Insight gt 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
1111copy In
Site
s C
on
su
ltin
g
I want to escape the limitations of my daily
routine life and enjoy the activity of fantasizing
about alternative identities lives or positions
1212copy In
Site
s C
on
su
ltin
g
ldquoA lot of times people donrsquot know what they want until you show it to themhelliprdquo
Steve Jobs
The magic formula
Aha x euroIt‟s me
Not immediately apparent
You will know it when you see it
Brings to the surface what was subconsiously there
Surprising and fresh
The magic formula
Aha x euroIt‟s me
You‟re right ndash I recognise this
You understand me (better than myself)
The magic formula
Aha x euroIt‟s me
Source of inspiration for great branding
great advertising
great innovation
great customer experiences
1616copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
1717copy In
Site
s C
on
su
ltin
g
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Mars I Whiskas
ldquoIf you could give your cat US$10 and send him off to the
grocery store to buy cat food what would he bring home
The answer (albeit theoretically) is Live meatrdquo
Volkswagen I Beetle
ldquoIt wasnt just the need for a smaller car - there was a sizable
group of people who needed to be different and didnt express
themselves based on the size of their carrdquo
PampG I Pampers
ldquoBabies with healthy dry skin are happierand so better able
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
significancerdquo
2222copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
2323copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe
2424copy In
Site
s C
on
su
ltin
g
It all starts with what we seeThe power is in the mixIt all starts with what we see
Insights can be found if we accept that there is no ldquowerdquo versus ldquothemrdquo
2525copy In
Site
s C
on
su
ltin
g
I do not know what I do
I do not remember what I do
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
1 2 3
4 5 6
A structured process
but also embracing creative chaos
Disciplinedimagination
66copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Insight research
unless you do something weird with it
Insight gt 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
1111copy In
Site
s C
on
su
ltin
g
I want to escape the limitations of my daily
routine life and enjoy the activity of fantasizing
about alternative identities lives or positions
1212copy In
Site
s C
on
su
ltin
g
ldquoA lot of times people donrsquot know what they want until you show it to themhelliprdquo
Steve Jobs
The magic formula
Aha x euroIt‟s me
Not immediately apparent
You will know it when you see it
Brings to the surface what was subconsiously there
Surprising and fresh
The magic formula
Aha x euroIt‟s me
You‟re right ndash I recognise this
You understand me (better than myself)
The magic formula
Aha x euroIt‟s me
Source of inspiration for great branding
great advertising
great innovation
great customer experiences
1616copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
1717copy In
Site
s C
on
su
ltin
g
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Mars I Whiskas
ldquoIf you could give your cat US$10 and send him off to the
grocery store to buy cat food what would he bring home
The answer (albeit theoretically) is Live meatrdquo
Volkswagen I Beetle
ldquoIt wasnt just the need for a smaller car - there was a sizable
group of people who needed to be different and didnt express
themselves based on the size of their carrdquo
PampG I Pampers
ldquoBabies with healthy dry skin are happierand so better able
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
significancerdquo
2222copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
2323copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe
2424copy In
Site
s C
on
su
ltin
g
It all starts with what we seeThe power is in the mixIt all starts with what we see
Insights can be found if we accept that there is no ldquowerdquo versus ldquothemrdquo
2525copy In
Site
s C
on
su
ltin
g
I do not know what I do
I do not remember what I do
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
A structured process
but also embracing creative chaos
Disciplinedimagination
66copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Insight research
unless you do something weird with it
Insight gt 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
1111copy In
Site
s C
on
su
ltin
g
I want to escape the limitations of my daily
routine life and enjoy the activity of fantasizing
about alternative identities lives or positions
1212copy In
Site
s C
on
su
ltin
g
ldquoA lot of times people donrsquot know what they want until you show it to themhelliprdquo
Steve Jobs
The magic formula
Aha x euroIt‟s me
Not immediately apparent
You will know it when you see it
Brings to the surface what was subconsiously there
Surprising and fresh
The magic formula
Aha x euroIt‟s me
You‟re right ndash I recognise this
You understand me (better than myself)
The magic formula
Aha x euroIt‟s me
Source of inspiration for great branding
great advertising
great innovation
great customer experiences
1616copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
1717copy In
Site
s C
on
su
ltin
g
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Mars I Whiskas
ldquoIf you could give your cat US$10 and send him off to the
grocery store to buy cat food what would he bring home
The answer (albeit theoretically) is Live meatrdquo
Volkswagen I Beetle
ldquoIt wasnt just the need for a smaller car - there was a sizable
group of people who needed to be different and didnt express
themselves based on the size of their carrdquo
PampG I Pampers
ldquoBabies with healthy dry skin are happierand so better able
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
significancerdquo
2222copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
2323copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe
2424copy In
Site
s C
on
su
ltin
g
It all starts with what we seeThe power is in the mixIt all starts with what we see
Insights can be found if we accept that there is no ldquowerdquo versus ldquothemrdquo
2525copy In
Site
s C
on
su
ltin
g
I do not know what I do
I do not remember what I do
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
66copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Insight research
unless you do something weird with it
Insight gt 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
1111copy In
Site
s C
on
su
ltin
g
I want to escape the limitations of my daily
routine life and enjoy the activity of fantasizing
about alternative identities lives or positions
1212copy In
Site
s C
on
su
ltin
g
ldquoA lot of times people donrsquot know what they want until you show it to themhelliprdquo
Steve Jobs
The magic formula
Aha x euroIt‟s me
Not immediately apparent
You will know it when you see it
Brings to the surface what was subconsiously there
Surprising and fresh
The magic formula
Aha x euroIt‟s me
You‟re right ndash I recognise this
You understand me (better than myself)
The magic formula
Aha x euroIt‟s me
Source of inspiration for great branding
great advertising
great innovation
great customer experiences
1616copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
1717copy In
Site
s C
on
su
ltin
g
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Mars I Whiskas
ldquoIf you could give your cat US$10 and send him off to the
grocery store to buy cat food what would he bring home
The answer (albeit theoretically) is Live meatrdquo
Volkswagen I Beetle
ldquoIt wasnt just the need for a smaller car - there was a sizable
group of people who needed to be different and didnt express
themselves based on the size of their carrdquo
PampG I Pampers
ldquoBabies with healthy dry skin are happierand so better able
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
significancerdquo
2222copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
2323copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe
2424copy In
Site
s C
on
su
ltin
g
It all starts with what we seeThe power is in the mixIt all starts with what we see
Insights can be found if we accept that there is no ldquowerdquo versus ldquothemrdquo
2525copy In
Site
s C
on
su
ltin
g
I do not know what I do
I do not remember what I do
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
Insight research
unless you do something weird with it
Insight gt 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
1111copy In
Site
s C
on
su
ltin
g
I want to escape the limitations of my daily
routine life and enjoy the activity of fantasizing
about alternative identities lives or positions
1212copy In
Site
s C
on
su
ltin
g
ldquoA lot of times people donrsquot know what they want until you show it to themhelliprdquo
Steve Jobs
The magic formula
Aha x euroIt‟s me
Not immediately apparent
You will know it when you see it
Brings to the surface what was subconsiously there
Surprising and fresh
The magic formula
Aha x euroIt‟s me
You‟re right ndash I recognise this
You understand me (better than myself)
The magic formula
Aha x euroIt‟s me
Source of inspiration for great branding
great advertising
great innovation
great customer experiences
1616copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
1717copy In
Site
s C
on
su
ltin
g
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Mars I Whiskas
ldquoIf you could give your cat US$10 and send him off to the
grocery store to buy cat food what would he bring home
The answer (albeit theoretically) is Live meatrdquo
Volkswagen I Beetle
ldquoIt wasnt just the need for a smaller car - there was a sizable
group of people who needed to be different and didnt express
themselves based on the size of their carrdquo
PampG I Pampers
ldquoBabies with healthy dry skin are happierand so better able
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
significancerdquo
2222copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
2323copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe
2424copy In
Site
s C
on
su
ltin
g
It all starts with what we seeThe power is in the mixIt all starts with what we see
Insights can be found if we accept that there is no ldquowerdquo versus ldquothemrdquo
2525copy In
Site
s C
on
su
ltin
g
I do not know what I do
I do not remember what I do
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
Insight gt 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
1111copy In
Site
s C
on
su
ltin
g
I want to escape the limitations of my daily
routine life and enjoy the activity of fantasizing
about alternative identities lives or positions
1212copy In
Site
s C
on
su
ltin
g
ldquoA lot of times people donrsquot know what they want until you show it to themhelliprdquo
Steve Jobs
The magic formula
Aha x euroIt‟s me
Not immediately apparent
You will know it when you see it
Brings to the surface what was subconsiously there
Surprising and fresh
The magic formula
Aha x euroIt‟s me
You‟re right ndash I recognise this
You understand me (better than myself)
The magic formula
Aha x euroIt‟s me
Source of inspiration for great branding
great advertising
great innovation
great customer experiences
1616copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
1717copy In
Site
s C
on
su
ltin
g
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Mars I Whiskas
ldquoIf you could give your cat US$10 and send him off to the
grocery store to buy cat food what would he bring home
The answer (albeit theoretically) is Live meatrdquo
Volkswagen I Beetle
ldquoIt wasnt just the need for a smaller car - there was a sizable
group of people who needed to be different and didnt express
themselves based on the size of their carrdquo
PampG I Pampers
ldquoBabies with healthy dry skin are happierand so better able
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
significancerdquo
2222copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
2323copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe
2424copy In
Site
s C
on
su
ltin
g
It all starts with what we seeThe power is in the mixIt all starts with what we see
Insights can be found if we accept that there is no ldquowerdquo versus ldquothemrdquo
2525copy In
Site
s C
on
su
ltin
g
I do not know what I do
I do not remember what I do
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
FACTS INFORMATION FINDINGS ADVICE INSIGHTS
Insight idea
one insight is the basis of hundreds of ideas
1111copy In
Site
s C
on
su
ltin
g
I want to escape the limitations of my daily
routine life and enjoy the activity of fantasizing
about alternative identities lives or positions
1212copy In
Site
s C
on
su
ltin
g
ldquoA lot of times people donrsquot know what they want until you show it to themhelliprdquo
Steve Jobs
The magic formula
Aha x euroIt‟s me
Not immediately apparent
You will know it when you see it
Brings to the surface what was subconsiously there
Surprising and fresh
The magic formula
Aha x euroIt‟s me
You‟re right ndash I recognise this
You understand me (better than myself)
The magic formula
Aha x euroIt‟s me
Source of inspiration for great branding
great advertising
great innovation
great customer experiences
1616copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
1717copy In
Site
s C
on
su
ltin
g
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Mars I Whiskas
ldquoIf you could give your cat US$10 and send him off to the
grocery store to buy cat food what would he bring home
The answer (albeit theoretically) is Live meatrdquo
Volkswagen I Beetle
ldquoIt wasnt just the need for a smaller car - there was a sizable
group of people who needed to be different and didnt express
themselves based on the size of their carrdquo
PampG I Pampers
ldquoBabies with healthy dry skin are happierand so better able
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
significancerdquo
2222copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
2323copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe
2424copy In
Site
s C
on
su
ltin
g
It all starts with what we seeThe power is in the mixIt all starts with what we see
Insights can be found if we accept that there is no ldquowerdquo versus ldquothemrdquo
2525copy In
Site
s C
on
su
ltin
g
I do not know what I do
I do not remember what I do
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
Insight idea
one insight is the basis of hundreds of ideas
1111copy In
Site
s C
on
su
ltin
g
I want to escape the limitations of my daily
routine life and enjoy the activity of fantasizing
about alternative identities lives or positions
1212copy In
Site
s C
on
su
ltin
g
ldquoA lot of times people donrsquot know what they want until you show it to themhelliprdquo
Steve Jobs
The magic formula
Aha x euroIt‟s me
Not immediately apparent
You will know it when you see it
Brings to the surface what was subconsiously there
Surprising and fresh
The magic formula
Aha x euroIt‟s me
You‟re right ndash I recognise this
You understand me (better than myself)
The magic formula
Aha x euroIt‟s me
Source of inspiration for great branding
great advertising
great innovation
great customer experiences
1616copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
1717copy In
Site
s C
on
su
ltin
g
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Mars I Whiskas
ldquoIf you could give your cat US$10 and send him off to the
grocery store to buy cat food what would he bring home
The answer (albeit theoretically) is Live meatrdquo
Volkswagen I Beetle
ldquoIt wasnt just the need for a smaller car - there was a sizable
group of people who needed to be different and didnt express
themselves based on the size of their carrdquo
PampG I Pampers
ldquoBabies with healthy dry skin are happierand so better able
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
significancerdquo
2222copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
2323copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe
2424copy In
Site
s C
on
su
ltin
g
It all starts with what we seeThe power is in the mixIt all starts with what we see
Insights can be found if we accept that there is no ldquowerdquo versus ldquothemrdquo
2525copy In
Site
s C
on
su
ltin
g
I do not know what I do
I do not remember what I do
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
1111copy In
Site
s C
on
su
ltin
g
I want to escape the limitations of my daily
routine life and enjoy the activity of fantasizing
about alternative identities lives or positions
1212copy In
Site
s C
on
su
ltin
g
ldquoA lot of times people donrsquot know what they want until you show it to themhelliprdquo
Steve Jobs
The magic formula
Aha x euroIt‟s me
Not immediately apparent
You will know it when you see it
Brings to the surface what was subconsiously there
Surprising and fresh
The magic formula
Aha x euroIt‟s me
You‟re right ndash I recognise this
You understand me (better than myself)
The magic formula
Aha x euroIt‟s me
Source of inspiration for great branding
great advertising
great innovation
great customer experiences
1616copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
1717copy In
Site
s C
on
su
ltin
g
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Mars I Whiskas
ldquoIf you could give your cat US$10 and send him off to the
grocery store to buy cat food what would he bring home
The answer (albeit theoretically) is Live meatrdquo
Volkswagen I Beetle
ldquoIt wasnt just the need for a smaller car - there was a sizable
group of people who needed to be different and didnt express
themselves based on the size of their carrdquo
PampG I Pampers
ldquoBabies with healthy dry skin are happierand so better able
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
significancerdquo
2222copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
2323copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe
2424copy In
Site
s C
on
su
ltin
g
It all starts with what we seeThe power is in the mixIt all starts with what we see
Insights can be found if we accept that there is no ldquowerdquo versus ldquothemrdquo
2525copy In
Site
s C
on
su
ltin
g
I do not know what I do
I do not remember what I do
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
1212copy In
Site
s C
on
su
ltin
g
ldquoA lot of times people donrsquot know what they want until you show it to themhelliprdquo
Steve Jobs
The magic formula
Aha x euroIt‟s me
Not immediately apparent
You will know it when you see it
Brings to the surface what was subconsiously there
Surprising and fresh
The magic formula
Aha x euroIt‟s me
You‟re right ndash I recognise this
You understand me (better than myself)
The magic formula
Aha x euroIt‟s me
Source of inspiration for great branding
great advertising
great innovation
great customer experiences
1616copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
1717copy In
Site
s C
on
su
ltin
g
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Mars I Whiskas
ldquoIf you could give your cat US$10 and send him off to the
grocery store to buy cat food what would he bring home
The answer (albeit theoretically) is Live meatrdquo
Volkswagen I Beetle
ldquoIt wasnt just the need for a smaller car - there was a sizable
group of people who needed to be different and didnt express
themselves based on the size of their carrdquo
PampG I Pampers
ldquoBabies with healthy dry skin are happierand so better able
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
significancerdquo
2222copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
2323copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe
2424copy In
Site
s C
on
su
ltin
g
It all starts with what we seeThe power is in the mixIt all starts with what we see
Insights can be found if we accept that there is no ldquowerdquo versus ldquothemrdquo
2525copy In
Site
s C
on
su
ltin
g
I do not know what I do
I do not remember what I do
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
The magic formula
Aha x euroIt‟s me
Not immediately apparent
You will know it when you see it
Brings to the surface what was subconsiously there
Surprising and fresh
The magic formula
Aha x euroIt‟s me
You‟re right ndash I recognise this
You understand me (better than myself)
The magic formula
Aha x euroIt‟s me
Source of inspiration for great branding
great advertising
great innovation
great customer experiences
1616copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
1717copy In
Site
s C
on
su
ltin
g
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Mars I Whiskas
ldquoIf you could give your cat US$10 and send him off to the
grocery store to buy cat food what would he bring home
The answer (albeit theoretically) is Live meatrdquo
Volkswagen I Beetle
ldquoIt wasnt just the need for a smaller car - there was a sizable
group of people who needed to be different and didnt express
themselves based on the size of their carrdquo
PampG I Pampers
ldquoBabies with healthy dry skin are happierand so better able
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
significancerdquo
2222copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
2323copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe
2424copy In
Site
s C
on
su
ltin
g
It all starts with what we seeThe power is in the mixIt all starts with what we see
Insights can be found if we accept that there is no ldquowerdquo versus ldquothemrdquo
2525copy In
Site
s C
on
su
ltin
g
I do not know what I do
I do not remember what I do
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
The magic formula
Aha x euroIt‟s me
You‟re right ndash I recognise this
You understand me (better than myself)
The magic formula
Aha x euroIt‟s me
Source of inspiration for great branding
great advertising
great innovation
great customer experiences
1616copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
1717copy In
Site
s C
on
su
ltin
g
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Mars I Whiskas
ldquoIf you could give your cat US$10 and send him off to the
grocery store to buy cat food what would he bring home
The answer (albeit theoretically) is Live meatrdquo
Volkswagen I Beetle
ldquoIt wasnt just the need for a smaller car - there was a sizable
group of people who needed to be different and didnt express
themselves based on the size of their carrdquo
PampG I Pampers
ldquoBabies with healthy dry skin are happierand so better able
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
significancerdquo
2222copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
2323copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe
2424copy In
Site
s C
on
su
ltin
g
It all starts with what we seeThe power is in the mixIt all starts with what we see
Insights can be found if we accept that there is no ldquowerdquo versus ldquothemrdquo
2525copy In
Site
s C
on
su
ltin
g
I do not know what I do
I do not remember what I do
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
The magic formula
Aha x euroIt‟s me
Source of inspiration for great branding
great advertising
great innovation
great customer experiences
1616copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
1717copy In
Site
s C
on
su
ltin
g
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Mars I Whiskas
ldquoIf you could give your cat US$10 and send him off to the
grocery store to buy cat food what would he bring home
The answer (albeit theoretically) is Live meatrdquo
Volkswagen I Beetle
ldquoIt wasnt just the need for a smaller car - there was a sizable
group of people who needed to be different and didnt express
themselves based on the size of their carrdquo
PampG I Pampers
ldquoBabies with healthy dry skin are happierand so better able
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
significancerdquo
2222copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
2323copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe
2424copy In
Site
s C
on
su
ltin
g
It all starts with what we seeThe power is in the mixIt all starts with what we see
Insights can be found if we accept that there is no ldquowerdquo versus ldquothemrdquo
2525copy In
Site
s C
on
su
ltin
g
I do not know what I do
I do not remember what I do
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
1616copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
1717copy In
Site
s C
on
su
ltin
g
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Mars I Whiskas
ldquoIf you could give your cat US$10 and send him off to the
grocery store to buy cat food what would he bring home
The answer (albeit theoretically) is Live meatrdquo
Volkswagen I Beetle
ldquoIt wasnt just the need for a smaller car - there was a sizable
group of people who needed to be different and didnt express
themselves based on the size of their carrdquo
PampG I Pampers
ldquoBabies with healthy dry skin are happierand so better able
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
significancerdquo
2222copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
2323copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe
2424copy In
Site
s C
on
su
ltin
g
It all starts with what we seeThe power is in the mixIt all starts with what we see
Insights can be found if we accept that there is no ldquowerdquo versus ldquothemrdquo
2525copy In
Site
s C
on
su
ltin
g
I do not know what I do
I do not remember what I do
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
1717copy In
Site
s C
on
su
ltin
g
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Mars I Whiskas
ldquoIf you could give your cat US$10 and send him off to the
grocery store to buy cat food what would he bring home
The answer (albeit theoretically) is Live meatrdquo
Volkswagen I Beetle
ldquoIt wasnt just the need for a smaller car - there was a sizable
group of people who needed to be different and didnt express
themselves based on the size of their carrdquo
PampG I Pampers
ldquoBabies with healthy dry skin are happierand so better able
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
significancerdquo
2222copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
2323copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe
2424copy In
Site
s C
on
su
ltin
g
It all starts with what we seeThe power is in the mixIt all starts with what we see
Insights can be found if we accept that there is no ldquowerdquo versus ldquothemrdquo
2525copy In
Site
s C
on
su
ltin
g
I do not know what I do
I do not remember what I do
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
Diageo I JampB
ldquoIn a world of day-to-day constrains and social
pressure consumers want nights out that offer
the promise that the unexpected can happenrdquo
Mars I Whiskas
ldquoIf you could give your cat US$10 and send him off to the
grocery store to buy cat food what would he bring home
The answer (albeit theoretically) is Live meatrdquo
Volkswagen I Beetle
ldquoIt wasnt just the need for a smaller car - there was a sizable
group of people who needed to be different and didnt express
themselves based on the size of their carrdquo
PampG I Pampers
ldquoBabies with healthy dry skin are happierand so better able
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
significancerdquo
2222copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
2323copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe
2424copy In
Site
s C
on
su
ltin
g
It all starts with what we seeThe power is in the mixIt all starts with what we see
Insights can be found if we accept that there is no ldquowerdquo versus ldquothemrdquo
2525copy In
Site
s C
on
su
ltin
g
I do not know what I do
I do not remember what I do
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
Mars I Whiskas
ldquoIf you could give your cat US$10 and send him off to the
grocery store to buy cat food what would he bring home
The answer (albeit theoretically) is Live meatrdquo
Volkswagen I Beetle
ldquoIt wasnt just the need for a smaller car - there was a sizable
group of people who needed to be different and didnt express
themselves based on the size of their carrdquo
PampG I Pampers
ldquoBabies with healthy dry skin are happierand so better able
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
significancerdquo
2222copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
2323copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe
2424copy In
Site
s C
on
su
ltin
g
It all starts with what we seeThe power is in the mixIt all starts with what we see
Insights can be found if we accept that there is no ldquowerdquo versus ldquothemrdquo
2525copy In
Site
s C
on
su
ltin
g
I do not know what I do
I do not remember what I do
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
Volkswagen I Beetle
ldquoIt wasnt just the need for a smaller car - there was a sizable
group of people who needed to be different and didnt express
themselves based on the size of their carrdquo
PampG I Pampers
ldquoBabies with healthy dry skin are happierand so better able
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
significancerdquo
2222copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
2323copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe
2424copy In
Site
s C
on
su
ltin
g
It all starts with what we seeThe power is in the mixIt all starts with what we see
Insights can be found if we accept that there is no ldquowerdquo versus ldquothemrdquo
2525copy In
Site
s C
on
su
ltin
g
I do not know what I do
I do not remember what I do
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
PampG I Pampers
ldquoBabies with healthy dry skin are happierand so better able
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
significancerdquo
2222copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
2323copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe
2424copy In
Site
s C
on
su
ltin
g
It all starts with what we seeThe power is in the mixIt all starts with what we see
Insights can be found if we accept that there is no ldquowerdquo versus ldquothemrdquo
2525copy In
Site
s C
on
su
ltin
g
I do not know what I do
I do not remember what I do
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
2222copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
2323copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe
2424copy In
Site
s C
on
su
ltin
g
It all starts with what we seeThe power is in the mixIt all starts with what we see
Insights can be found if we accept that there is no ldquowerdquo versus ldquothemrdquo
2525copy In
Site
s C
on
su
ltin
g
I do not know what I do
I do not remember what I do
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
2323copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe
2424copy In
Site
s C
on
su
ltin
g
It all starts with what we seeThe power is in the mixIt all starts with what we see
Insights can be found if we accept that there is no ldquowerdquo versus ldquothemrdquo
2525copy In
Site
s C
on
su
ltin
g
I do not know what I do
I do not remember what I do
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
2424copy In
Site
s C
on
su
ltin
g
It all starts with what we seeThe power is in the mixIt all starts with what we see
Insights can be found if we accept that there is no ldquowerdquo versus ldquothemrdquo
2525copy In
Site
s C
on
su
ltin
g
I do not know what I do
I do not remember what I do
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
2525copy In
Site
s C
on
su
ltin
g
I do not know what I do
I do not remember what I do
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
2626copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
Itrsquos about seeing the whole picture
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
2828copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
bdquoDoing the same thing over
and over in the hope of a
different result is insanity‟
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
2929copy In
Site
s C
on
su
ltin
g
(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
3030copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
3131copy In
Site
s C
on
su
ltin
g
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
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
Write it on a blank sheet of paper
with no supporting words
Is it still interesting
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
3333copy In
Site
s C
on
su
ltin
g
Insight screeningKPIrsquos
ClarityImportance of
resolving
Brand fitContext fit Target group fit
Solution
awarenessLikelihood
solution finding
Identification Frequency Endurance
RecognitionThought of
before
Relevance
Differentiation
Actionability
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
3434copy In
Site
s C
on
su
ltin
g
Over the course of 3 weeks the 16 varieties of
lettuce in McDonaldrsquos salads were planted and
grown on a soil-based billboard
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
What went wrong
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
3636copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
ldquo[hellip] the language you use is not arbitrary and
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
than its power to evokerdquo
Bullmore 2005 WPP
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
3838copy In
Site
s C
on
su
ltin
g
3 online discussion groups with each a different focus
GROUP 1
EXPLORE
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 3
CONFIRM
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 2
FINETUNE
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 amp finetuning the insight
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
3939copy In
Site
s C
on
su
ltin
g
A repeatable process
Observe Reframe Validate Refine
Connect
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
4040copy In
Site
s C
on
su
ltin
g
Connected research philosophy
Connecting methods
Connecting marketing thinking
Connecting with
participants
Connecting with
clients
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
4141copy In
Site
s C
on
su
ltin
g
Not knowing what you are exactly looking for
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
4242copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
4343copy In
Site
s C
on
su
ltin
g
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
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
4444copy In
Site
s C
on
su
ltin
g
6
7
6
15
30
24
7
4
5
8
6
19
35
17
5
4
We are different from our target audienceYet 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
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
4545copy In
Site
s C
on
su
ltin
g
Start walking in your consumerrsquos shoes
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
4646copy In
Site
s C
on
su
ltin
g
Change perspectives
Observing
Yourself
Secondary
Photo
Behavioral
Inductive
Asking
Others
Primary
Film
Attitudinal
Deductive
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
4747copy In
Site
s C
on
su
ltin
g
Hawthorne effect
Researcher gaze
Time amp cost intensive
Traditional ethnography
context
Participant
R
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
4848copy In
Site
s C
on
su
ltin
g
Traditional ethnography
context
Participant
360deg ethnography
Participant
context
Crowd interpretation
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
4949copy In
Site
s C
on
su
ltin
g
In cooperation with Colruyt Group
8 shopping trips to an OKay supermarket with spycam
Selection of interesting scenes by researchers
Insight generation by the crowd 371 TalktoChange
members comment on the observations
Video ethnography
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
5050copy In
Site
s C
on
su
ltin
g
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
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
5151copy In
Site
s C
on
su
ltin
g
2
1
65
2365
918
35
26
4
Exposure Impact
Two types of importance for each touch pointExposure versus impact
Parking Trolley Entrance Shopping Check-
out
Packing
3
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
5252copy In
Site
s C
on
su
ltin
g
10
2430 28
354023
41
44 47 36 29
67
3526 25 29 31
Major improvement Minor improvement Neutral comment
Performance of each touch point
Parking Trolley Entrance Shopping Check-
out
Packing
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
Indulgence
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
5454copy In
Site
s C
on
su
ltin
g
Indulgence
daylight
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
5555copy In
Site
s C
on
su
ltin
g Indulgence
Observe environment
clean
Observe staff
Observe products in
the neighbourhood
Observe goods
Calculate price
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
5656copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
Unilever I Marmite
Turning a problem
into an opportunity
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
PROBLEM VERY FEW PEOPLE EAT MARMITE YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT
WHY BECAUSE THOSE WHO DONrsquoT EAT IT HATE IT
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
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
5959copy In
Site
s C
on
su
ltin
g
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
6060copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
6161copy In
Site
s C
on
su
ltin
g
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
Chiquita I Fruit in a bottle
What happens if
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
6363copy In
Site
s C
on
su
ltin
g
What happens on a psychological
and physical level when 15 heavy
fruitsmoothies eaters don‟t
consume their regular amount of
fruitsmoothies
What happens on psychological
and physical level with 20
participants who don‟t often eat
fruitsmoothies when they start
eating more
DEPRIVATION ACTIVATION
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
6464copy In
Site
s C
on
su
ltin
g
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
6565copy In
Site
s C
on
su
ltin
g
Start walking in your customerrsquos shoes
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
6666copy In
Site
s C
on
su
ltin
g
What is an insightYour point of view
Key features of an insight
Some examples
The insighting process4 critical steps
Thinking out of the boxChange perspectives
Keep asking why
Make new connections
Get closer
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
Diageo I Johnnie Walker
Who are our users
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
6868copy In
Site
s C
on
su
ltin
g
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
6969copy In
Site
s C
on
su
ltin
g
Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection
scrape the
internet
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
7070copy In
Site
s C
on
su
ltin
g
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
7171copy In
Site
s C
on
su
ltin
g
SELF DIRECTIONHEDONISM
INSPIRATIONAMBITION
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
7272copy In
Site
s C
on
su
ltin
g
What did we learn from Columbo
Get closer amp connect
Make connections between seemingly unrelated
facts and observations
Never overlook ldquounimportantrdquo details
Always dig deeper ndash ldquoJust one more questionrdquo
Immerse yourself in alternative roles
Use your own personal experience
Invest in validating amp refining your insight
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
kristofinsiteseu
+32 496 232920
Some take-ways
Check out how connected you are
httpwwwinsiteseumeetthejonesestest
Subscribe for the next Smartees workshop on
observational research 19112009
Freely download our (award winning) papers on
httpwwwinsiteseuInSitesForwaR-D-
LabForwaR-D-buzzpageaspx180buzz=2
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920
7474copy In
Site
s C
on
su
ltin
g
Some final
questions or
remarks
kristofinsiteseu
+32 496 232920