smartees summer school: the art of insighting
TRANSCRIPT
I’m Ashley44 years, Australian now living in
Gent area of Belgium, have also lived
in Amsterdam, Frankfurt, London and
Sydney.
Business Director and Head FMCG
and have previously spent many
years helping companies like Philips,
Heineken become more consumer
centric, with a special focus on
Insighting and Innovation.
I also run various innovation themed
workshops – consumer insight and
concept creation formats
‘I am a big fan of music and movies and
have a moral issue with downloading illegal
content. However, I don’t seem to find a fair
‘legal’ way to enjoy a lot of films and music
without paying too much’
Ashley’s Consumer Insight
WHY:
We do a lot of insight generation projects.
We have a learned a lot along the way.
We want to share these learnings with you.
WHAT:
Insight generation is an art.
But there are a lot of tools to guide your way – often
stretching the boundaries of traditional research
Relevance
A good insight is
recognizable & real
to a consumer.
Freshness
A good insight is a
fresh way of looking
at things.
Emotion
A good insight
creates an
emotional desire to
change.
In-sight |’in.sit|
Key to success
A good insight creates
the foundation for
actionable marketing
decisions; ultimately
leading to a
competitive advantage
What is this?
“the volume of coffee consumption among 18-
25 year old consumers is declining for
2 years now”
Hypothesis Observation Insight
A B C
What is this?
“the volume of coffee consumption among 18-
25 year old consumers is declining for
2 years now”
Hypothesis Observation Insight
A B C
What is this?
“I think that young people are drinking less
coffee cups per day than 2 years ago
because they are concerned with the negative
health effects of too much caffeine”
Hypothesis Observation Insight
A B C
What is this?
“I think that young people are drinking less
coffee cups per day than 2 years ago
because they are concerned with the negative
health effects of too much caffeine”
Hypothesis Observation Insight
A B C
What is this?
“I really love the great tastes and experiences that
modern coffee brands provide at home and work,
however I do have some concerns over the effects of
too much caffeine. It would be great to enjoy rich
coffee experiences in a slightly more healthy way.”
Insight Observation Hypothesis
A B C
What is this?
“I really love the great tastes and experiences that
modern coffee brands provide at home and work,
however I do have some concerns over the effects of
too much caffeine. It would be great to enjoy rich
coffee experiences in a slightly more healthy way.”
Insight Observation Hypothesis
A B C
Different kinds of insights
BRAND
Content
Can be category
related or a
general life
ambition
Highly emotional
PRODUCT PACKAGINGCOMMS SHOPPER
Content
Tends to be
more category
related but can
be general life
ambition
Content
Tends to be
category related
More functional
Content
Can be category
related or a
general life
ambition
Highly emotional
Content
Tends to be
category related
More functional
In DNA insights are all the same, but the content or story being told can be different:
Clue =
Meaningful
observationsA hypothesis An insight
1 2 3
Developing insights
Transformation of an insight
Observations
0
What is a clue?
A striking or interesting observation
based on research data that is relevant
for the wider business issue or project
#1 EMOTION.
#2 REPETITION
#3 FRICTION
#4 SAY ≠DO
#5 SURPRISE
What makes an observation interesting?
Examples
Where there is a
“say / do” gap
Things people always say that we hear so often it’s
tempting to ignore
Where consumers use strong language, metaphors or
analogies.
Where what they say contains some sort of conflict
33
“Beer
makes you
fat"
“I really hate it when
I have to pick up my
kids from the
school, its like a
warzone’”
They said: “When I go
shopping I stick to the
items on my shopping list
But: When you examine
their shopping basket there
is a lot of ‘impulse’ items in
there
The top aspiration
of GenY is to
become a parent
(39%)
“I try to buy my
vegetables loose to
avoid packaging but
it’s difficult when
you’re in a hurry”
Surprising facts from quantitative data
Deep Dive
Weeks
48 Hour
Challenges
Bottom-up
Feedback
Time
Inte
nsit
y
Bottom-up
Feedback
“Everyone is really enthusiastic about Yoghurt Talk, the
value of the community is very high, all teams incorporate
the insights in their day-to-day business challenges and
decision taking.” Annemieke Onderdelinden I Strategy & Insights manager a.i.
R&D contributionThe lounge
What did we do?
xxxx
GETTING ANSWERS TO
QUESTIONS YOU DID NOT ASK
Social media ‘listening’
makes use of publicly
available user-
generated-content in
order to detect potential
insight areas
Immerse into the world
of the Urban ParentInspire entire Quinny team
Understand daily challenges
Context: mobility
Mobile collection reallygets under the skin
Engagement
Different feedback
Higher relevance
65%
2x more visuals
47 vs. 87 words
Relevance Freshness Excitement Contagious
Conversations
INSIGHT
STRENGTH
+ + + =
To what extent can
you personally
identify with this
statement?
Aha, I did not think
of this issue or idea
this way before!
How excited would
you be if a solution
or message was
developed to
address the issue?
How often have you
noticed other
people talking
about the issue?
147
137
135
131
129
124
123
120
114
114
105
103
Overview dashboard | Refreshment
INSIGHT TESTEDINSIGHT STRENGTH
Top 20%21-40%41-60%
61%-80%Bottom 20%
Task 1: Your breakfast moment
Task 1: Your breakfast momentTake a picture when you are heaving breakfast. What are you having for breakfast and why do you choose this?
80
Meet eBay
Meet Katia
Idea topic
Idea topic
Idea topic
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Impact: 11 unmet needs
*73% of MR staff said they consistently answer the
question “so what?” about the data they provide,
while only 34% of the business staff think they
answered this question. 59% of market
researchers agree that MR departments are
completing numerous small studies and not given
the time to explore the bigger picture. BCG study
(2009) The consumer’s voice, can you hear it?
The problem
‘Speed dating’ consumers
SPOT & SHARE
INSPIRATIONCOLLABORATE
WITH COLLEAGUES
DISCOVER NEW INSIGHTS
THROUGH THE STUDIO
YOU CAN…
SHARE INSIGHTS FASTER
WITH MORE PEOPLE
MAKE INSIGHTS BETTER
TOGETHER INCREASE ROI OF INSIGHTS &
ACTIVATE COLLEAGUES FOR
BRAINSTORMING
THROUGH THE STUDIO
COMPANIES CAN…
