the art of insighting smartees webinar

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The Art of Insighting Smartees Webinar This is the full slidedeck of our Smartees Webinar on the Art of Insighting (30 September 2014).The presentation introduces you to our insight theory and then dives into techniques you can use to embed a virtuous circle of consumer insight gathering, selection and activation within your business. All of this illustrated with client cases from Telefonica, Cloetta, DIESEL, Heineken and many more. Presentation by Ashley Smith (Business Director FMCG) & Martijn Van Bijnen (Business Director FMCG).

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Page 1: The Art of Insighting Smartees Webinar

The Art of Insighting

Smartees Webinar

This is the full slidedeck of our Smartees Webinar

on the Art of Insighting (30 September 2014).The

presentation introduces you to our insight theory

and then dives into techniques you can use to

embed a virtuous circle of consumer insight

gathering, selection and activation within your

business. All of this illustrated with client cases

from Telefonica, Cloetta, DIESEL, Heineken and

many more. Presentation by Ashley Smith

(Business Director FMCG) & Martijn Van Bijnen

(Business Director FMCG).

Page 2: The Art of Insighting Smartees Webinar
Page 3: The Art of Insighting Smartees Webinar

[email protected] [email protected]

‘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 & Martijn’s Consumer Insight

Page 5: The Art of Insighting Smartees Webinar

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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

Page 7: The Art of Insighting Smartees Webinar

What is an insight?1.

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Page 8: The Art of Insighting Smartees Webinar

Insight ≠ (big) data

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Page 9: The Art of Insighting Smartees Webinar

Insights ≠ ideas

2005 2013

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Page 10: The Art of Insighting Smartees Webinar

In-sight |’in.sit|

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Page 12: The Art of Insighting Smartees Webinar

Why

insights

are like

refrigerators

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Page 13: The Art of Insighting Smartees Webinar

I want to

change

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Page 14: The Art of Insighting Smartees Webinar

Quick

Insight Quiz

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Page 15: The Art of Insighting Smartees Webinar

What is this?

“the volume of coffee consumption among 18-

25 year old consumers is declining for

2 years now”

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Hypothesis Observation Insight

A B C

Page 16: The Art of Insighting Smartees Webinar

What is this?

“the volume of coffee consumption among 18-

25 year old consumers is declining for

2 years now”

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Hypothesis Observation Insight

A B C

Page 17: The Art of Insighting Smartees Webinar

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”

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Hypothesis Observation Insight

A B C

Page 18: The Art of Insighting Smartees Webinar

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”

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Hypothesis Observation Insight

A B C

Page 19: The Art of Insighting Smartees Webinar

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.”

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Insight Observation Hypothesis

A B C

Page 20: The Art of Insighting Smartees Webinar

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.”

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Insight Observation Hypothesis

A B C

Page 21: The Art of Insighting Smartees Webinar

It’s just a

starting point

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Page 22: The Art of Insighting Smartees Webinar

It is the DNA of

your product

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Page 23: The Art of Insighting Smartees Webinar

It can enter

every touchpoint

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Page 24: The Art of Insighting Smartees Webinar

An

observation

A hypothesis An insight

1 2 3

In search for relevance

Transformation of an insight

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Page 25: The Art of Insighting Smartees Webinar

It’s a

way of life

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Page 26: The Art of Insighting Smartees Webinar

Everybody / Everywhere / Anytime

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Page 27: The Art of Insighting Smartees Webinar

The virtuous

circle of

insighting

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Page 29: The Art of Insighting Smartees Webinar

The virtuous

circle of

insighting

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Page 30: The Art of Insighting Smartees Webinar

#1

Bottom up

listening

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Page 31: The Art of Insighting Smartees Webinar

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Structural Collaboration

with consumers

Page 33: The Art of Insighting Smartees Webinar

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Deep Dive

Weeks

48 Hour

Challenges

Bottom-up

Feedback

Time

Inte

nsit

y

Bottom-up

Feedback

Page 34: The Art of Insighting Smartees Webinar

“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.

[email protected] [email protected]@INSITES-CONSULTING.COM [email protected]

Page 35: The Art of Insighting Smartees Webinar

R&D contributionThe lounge

What did we do?

xxxx

GETTING ANSWERS TO

QUESTIONS YOU DID NOT ASK

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Page 36: The Art of Insighting Smartees Webinar

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Front Line

Employees

Page 37: The Art of Insighting Smartees Webinar

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Service

Agents

Customer

Page 38: The Art of Insighting Smartees Webinar

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Social media ‘listening’

makes use of publicly

available user-

generated-content in

order to detect potential

insight areas

Page 39: The Art of Insighting Smartees Webinar

#2

Taking stock

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Page 40: The Art of Insighting Smartees Webinar

You don’t

know what

you don’t

know

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Page 41: The Art of Insighting Smartees Webinar

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Inventarize current knowledge

Page 43: The Art of Insighting Smartees Webinar

Mining the knowledge in your company

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Page 44: The Art of Insighting Smartees Webinar

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Recycle Ethnography data

through the consumer

story dashboard

Page 45: The Art of Insighting Smartees Webinar

#3

Ad-hoc

generation

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Page 46: The Art of Insighting Smartees Webinar

PORTRAIT

OUT OF

THE BOX

IN THE BOX

LANDSCAPE

How to mine insights?

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Page 47: The Art of Insighting Smartees Webinar

PORTRAIT

OUT OF

THE BOX

IN THE BOX

LANDSCAPE

How to mine insights?

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Page 48: The Art of Insighting Smartees Webinar

Immerse into the world

of the Urban ParentInspire entire Quinny team

Understand daily challenges

Context: mobility

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Page 49: The Art of Insighting Smartees Webinar

Urban Parents Consulting Board

120 urban parents

7 cities

3 weeks

2900 posts

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Page 50: The Art of Insighting Smartees Webinar

Mobile collection reallygets under the skin

Engagement

Different feedback

Higher relevance

65%

2x more visuals

47 vs. 87 words

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Page 51: The Art of Insighting Smartees Webinar

PORTRAIT

OUT OF

THE BOX

IN THE BOX

LANDSCAPE

How to mine insights?

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Page 52: The Art of Insighting Smartees Webinar

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Let’s play a game

Page 54: The Art of Insighting Smartees Webinar

PORTRAIT

OUT OF

THE BOX

IN THE BOX

LANDSCAPE

How to mine insights?

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Page 56: The Art of Insighting Smartees Webinar

PORTRAIT

OUT OF

THE BOX

IN THE BOX

LANDSCAPE

How to mine insights?

[email protected] [email protected]

Page 58: The Art of Insighting Smartees Webinar

#4

Insight

Validation

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Page 59: The Art of Insighting Smartees Webinar

Insight

validation, a

necessary

step!

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Page 60: The Art of Insighting Smartees Webinar

Prioritizing

in the fuzzy

front end

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Page 62: The Art of Insighting Smartees Webinar

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?

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Page 63: The Art of Insighting Smartees Webinar

From

validation

only tounderstanding

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Page 65: The Art of Insighting Smartees Webinar

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%

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Page 66: The Art of Insighting Smartees Webinar

WE ARE BETTER AT PREDICTING

OTHER PEOPLE’S BEHAVIOUR

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Page 67: The Art of Insighting Smartees Webinar

PARTICIPANTS AS

CO-RESEARCHERS

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Page 68: The Art of Insighting Smartees Webinar

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?

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Page 70: The Art of Insighting Smartees Webinar

70

Meet eBay

Meet Katia

Idea topic

Idea topic

Idea topic

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Page 72: The Art of Insighting Smartees Webinar

NEW METHOD LED TO

RICHER DATA

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Page 73: The Art of Insighting Smartees Webinar

#5

Insight

Activation

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Page 74: The Art of Insighting Smartees Webinar

A permanentstate of insightactivation

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Page 75: The Art of Insighting Smartees Webinar

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

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Page 76: The Art of Insighting Smartees Webinar

Without activation

insight is

useless

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Page 77: The Art of Insighting Smartees Webinar

Spread

the word

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Page 79: The Art of Insighting Smartees Webinar

Did you

start a meeting

with a story

on a consumer

insight?

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Page 80: The Art of Insighting Smartees Webinar

Experience

the

insights

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Page 81: The Art of Insighting Smartees Webinar

‘Speed dating’ consumers

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Page 82: The Art of Insighting Smartees Webinar

Leverage Consumer

Insights to the Max

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Page 86: The Art of Insighting Smartees Webinar

Feeling the Passion

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Page 88: The Art of Insighting Smartees Webinar

INSPIRATION WALL TILES

Concept & killer features Most important features

The studio consists of

several ‘walls’. Each

Inspiration Wall starts

from an insight platform

that uncovers a friction,

emotion or unmet need

from a consumer.

The Inspiration Wall

consists of different tiles

that users add. This can

be an observation tile, to

illustrates the insight. It

can also be an idea tile,

to turn the insight into

action.

STUDIO

A creative place where

employees, that share

a passion for their

consumer, build

Inspiration Walls

around consumer

insights together.

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Page 89: The Art of Insighting Smartees Webinar

How is your

circle looking?

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Page 91: The Art of Insighting Smartees Webinar

Let’s go to the Q&A

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Page 92: The Art of Insighting Smartees Webinar

Martijn van Bijnen

[email protected]

+31 681 470026

Ashley Smith

[email protected]

+32 491 15 77 40

[email protected] [email protected]