unexpected insights

_seminar : john ream, president

© 2012 Connect Agency. All rights reserved.

agenda - they will tell you.

_read minds : just need the right tools to do it effectively

*meanings*tools*biz cases*take away


meaning - "wiki."*the search for knowledge, or as any systematic investigation, with an open mind, to establish novel facts, usually using a scientific method.

_research


meaning - "connect."*find things you don't know through studying, not just asking questions and collecting data.

_unexpected insights


meaning - "wiki."*the ability to predict, or the action of predicting, what will happen or what is needed in the future.

_foresight


tools - don't do all the work.

_channels : gives access for direct communications.

*survey forms.*search trends.*social media monitoring.*mobile.*web forums, blogs, discussion boards.


pet lovers - tell me.

_talk : what are they really saying.

who: pet food marketer.obj: are they wanting healthier options.q: what terms are pet owners using?q: where are they?q: what are they talking about?


pet lovers - what terms?

_trends : birds eye view of how people are looking.


pet lovers - where are they?

_find them : thought you knew where they where, really.


pet lovers - talking about...

_words : never thought they would be saying that.


pet lovers - plug right in.

_listen : no need to try and guess or read minds.

a: search trends of when and what terms.a: terms they use and where.a: monitoring to actually see the conversations.


farmers - tell me about them.

_really : its not all what you think.

who: tractor parts distributor.obj: determine how farmers buy filters.q: what is most important to them?q: are they technology driven?


farmers - "what do you like."

_short & sweet : direct but informative.


farmers - data or summary?

_charts : pictures are easier to review.


farmers - get it in front of them

_internet : never thought they liked using that.


farmers - plug right in.


a: short simple direct questionnaire.a: reports for insights not data.a: found them online?


internal - find the weak link.

_hhhmm : is the problem inside or outside?

who: oem valve manufacturer.obj: find out why sales are down but shouldnt be.q: are our values being communicated?q: is our marketing effective?


internal - "we never knew."

_not what we thought : personalities can affect everything.

* talked to everyone internal and external.* branding, marketing, communications.* who works with the customers direct.* who works with the customer indirect.


internal - plug right in.


a: one-on-one conversations.a: back to basics: talking 101.


reviews - biz case.

_customers : finally, something good.

* international relocation company * carrier for other relocation companies, so customer satisfaction is important.* large, publicly traded company.


reviews - get it out there.

_customers : finally, something good.

* transportation company paid based on printed surveys.* incentivized customers to post reviews with surveys.* integrated reviews into marketing.


connect - report cards.

_customer service : survey your audience.


who: us.obj: gain realtime pulse on all relationships.q: are we providing a value?


_audience surveys : feelings toward your brand.



_measurement : customer satisfaction.


a: allows us to turn insights into action.a: benefits everyone, even sales.a: measure key performance identicators.a: understand what value we provide.

take away - how to apply.

_remember : this is the part to really pay attention.


identify - objectives and goals for what you want to understand, don't be too broad; better to break into small initiatives vs. only big one.

_take away : this is the part to really pay attention.


targets - define each person, place or thing that is involved with the specific initiative.



environment - determine all areas where to communicate, offline & online that is trackable or recordable.



tools - put the right tools in place that will track and record information and usage. some times the tool may be a person.



trim - keep the amount of information/questions short and sweet. better to do multiple small studies with the same group vs. one big one and based on where you're asking.



insights - create "non-baiting" direct questions from objectives, people you are collecting the data, where your getting information, and the tool being used.



analyze - review as if you were the person being questioned and how does the information help with the objective.



benchmark - set clear measurable and quantifiable goals for future testing to see how the study helped or not.



revisit - nothing stays consistent, even if you think it does. come back to the study and test again on a smaller scale on a frequent basis.



unexpected insights

Business

pet lovers

farmers data

customers direct

pet owners

pet food

right tools

search trends

customer satisfaction