use iterative insights to translate consumer stories into action - monika wingate
TRANSCRIPT
![Page 1: Use Iterative Insights to Translate Consumer Stories Into Action - Monika Wingate](https://reader034.vdocuments.net/reader034/viewer/2022051720/589d77c31a28ab69538b528b/html5/thumbnails/1.jpg)
What(are(Iterative(Insights™?
Iterative(Insights
InQcontext(Learning
Collaborative(Engagement
Multiple(Consumer(Touch(Points
Research(Principals(for(Better,(Faster(Marketing(Decisions
Learn more at: digsite.com/blog/iterative
![Page 2: Use Iterative Insights to Translate Consumer Stories Into Action - Monika Wingate](https://reader034.vdocuments.net/reader034/viewer/2022051720/589d77c31a28ab69538b528b/html5/thumbnails/2.jpg)
About#Your#Speaker
Monika#WingateCEO(of(Digsite
![Page 3: Use Iterative Insights to Translate Consumer Stories Into Action - Monika Wingate](https://reader034.vdocuments.net/reader034/viewer/2022051720/589d77c31a28ab69538b528b/html5/thumbnails/3.jpg)
Use(Iterative(Insights(to(Translate(Consumer(Stories(
Into(ActionMonika Wingate
Co-founder and CEO
![Page 4: Use Iterative Insights to Translate Consumer Stories Into Action - Monika Wingate](https://reader034.vdocuments.net/reader034/viewer/2022051720/589d77c31a28ab69538b528b/html5/thumbnails/4.jpg)
Data
Insight
Strategy
Plans
Action
THE(PAST:(How(we(defined(the(marketing(research(process
The#Wheel#of#Marketing#Decisions
![Page 5: Use Iterative Insights to Translate Consumer Stories Into Action - Monika Wingate](https://reader034.vdocuments.net/reader034/viewer/2022051720/589d77c31a28ab69538b528b/html5/thumbnails/5.jpg)
Branding
Today:Consumer(stories(directly(impact(decisions
BRANDDEVELOPMENT
CYCLE
• Focus(is(on(making(decisions(within(brand(development(stages(• Insights(directly(inform(strategies,(plans(and(implementation• Everyone(in(the(organization(is(tasked(with(research• Consumer(stories(have(become(more(valuable(than(data
![Page 6: Use Iterative Insights to Translate Consumer Stories Into Action - Monika Wingate](https://reader034.vdocuments.net/reader034/viewer/2022051720/589d77c31a28ab69538b528b/html5/thumbnails/6.jpg)
What(are(consumer(stories?(
User StoriesShort,(simple(descriptions(of(a(feature(told(from(the(perspective(of(the(person(who(desires(the(new(capability:
As#a#<type#of#user>,#I#want#<some#goal>#so#that#<some#reason>
mountaingoatsoftware.com/agile/user-stories
Voice of the CustomerA(process(for(capturing(customers’(requirements.(It(produces(a(detailed(set(of(customer(wants(and(needs:
Using#the#customer's#own#words#to#understand#the#benefit#to#be#fulfilled#by#the#product#or#service.mit.edu/~hauser/Papers/Gaskin_Griffin_Hauser_et_al%20VOC%20Encyclopedia%202011.pdf
![Page 7: Use Iterative Insights to Translate Consumer Stories Into Action - Monika Wingate](https://reader034.vdocuments.net/reader034/viewer/2022051720/589d77c31a28ab69538b528b/html5/thumbnails/7.jpg)
Branding
How(consumer(stories(inform(new(ideas(
Discuss Ideals
Diary of Pain points
BRANDDEVELOPMENT
CYCLE
Vote on ideas
![Page 8: Use Iterative Insights to Translate Consumer Stories Into Action - Monika Wingate](https://reader034.vdocuments.net/reader034/viewer/2022051720/589d77c31a28ab69538b528b/html5/thumbnails/8.jpg)
Brainstorm(New(Ideas(With(Your(CustomersPresented(by(Jill(Meneilley
![Page 9: Use Iterative Insights to Translate Consumer Stories Into Action - Monika Wingate](https://reader034.vdocuments.net/reader034/viewer/2022051720/589d77c31a28ab69538b528b/html5/thumbnails/9.jpg)
How(consumer(stories(inform(concepts(&(products
Compare to other solutions
Prioritize Features
Mark-up concepts likes + dislikes
Show concepts in sequence
Branding
BRANDDEVELOPMENT
CYCLEDiary of
Pain points
Vote on ideas
Discuss Ideals
![Page 10: Use Iterative Insights to Translate Consumer Stories Into Action - Monika Wingate](https://reader034.vdocuments.net/reader034/viewer/2022051720/589d77c31a28ab69538b528b/html5/thumbnails/10.jpg)
Optimize(Product(ConceptsPresented by Larry(McManis
![Page 11: Use Iterative Insights to Translate Consumer Stories Into Action - Monika Wingate](https://reader034.vdocuments.net/reader034/viewer/2022051720/589d77c31a28ab69538b528b/html5/thumbnails/11.jpg)
How(consumer(stories(inform(branding
Show & tellMark-up a photo collage
BRANDDEVELOPMENT
CYCLE
Ask follow-upquestions
Vote on ideasCompare to
other solutions
Prioritize Features
Mark-up concepts likes + dislikes
Show concepts in sequence
Branding
BRANDDEVELOPMENT
CYCLEDiary of
Pain points
Vote on ideas
Discuss Ideals
![Page 12: Use Iterative Insights to Translate Consumer Stories Into Action - Monika Wingate](https://reader034.vdocuments.net/reader034/viewer/2022051720/589d77c31a28ab69538b528b/html5/thumbnails/12.jpg)
Leverage(Online(and(Mobile(Tools(With(Kids(and(Teens(Presented by Pam(Goldfarb(Liss
![Page 13: Use Iterative Insights to Translate Consumer Stories Into Action - Monika Wingate](https://reader034.vdocuments.net/reader034/viewer/2022051720/589d77c31a28ab69538b528b/html5/thumbnails/13.jpg)
How(consumer(stories(inform(ads(and(websites
Compare to other sites
Mark-up where you look first
Mark-up ad likes + dislikes
Show & tellMark-up a photo collage
BRANDDEVELOPMENT
CYCLE
Ask follow-upquestions
Vote on ideasCompare to
other solutions
Prioritize Features
Mark-up concepts likes + dislikes
Show concepts in sequence
Branding
BRANDDEVELOPMENT
CYCLEDiary of
Pain points
Vote on ideas
Discuss Ideals
![Page 14: Use Iterative Insights to Translate Consumer Stories Into Action - Monika Wingate](https://reader034.vdocuments.net/reader034/viewer/2022051720/589d77c31a28ab69538b528b/html5/thumbnails/14.jpg)
Sources:(HonestTea.com,(Seth#Goldman#of#Honest#Tea:#The#‘Perfect#Ingredient’#for#Social#Impact,(Wharton.Upenn.edu
Define(the(Right(Target(Audience(For(Your(Product(Presented by Amy(Elkes
![Page 15: Use Iterative Insights to Translate Consumer Stories Into Action - Monika Wingate](https://reader034.vdocuments.net/reader034/viewer/2022051720/589d77c31a28ab69538b528b/html5/thumbnails/15.jpg)
How(consumer(stories(inform(user(and(customer(experience
Diary of Pain points
Video of usage
Photos of shopping
Compare to other sites
Mark-up where you look first
Mark-up ad likes + dislikes
Show & tellMark-up a photo collage
BRANDDEVELOPMENT
CYCLE
Ask follow-upquestions
Vote on ideasCompare to
other solutions
Prioritize Features
Mark-up concepts likes + dislikes
Show concepts in sequence
Branding
BRANDDEVELOPMENT
CYCLEDiary of
Pain points
Vote on ideas
Discuss Ideals
![Page 16: Use Iterative Insights to Translate Consumer Stories Into Action - Monika Wingate](https://reader034.vdocuments.net/reader034/viewer/2022051720/589d77c31a28ab69538b528b/html5/thumbnails/16.jpg)
Optimize(the(Customer(ExperiencePresented(by(Daniel(Roundy
![Page 17: Use Iterative Insights to Translate Consumer Stories Into Action - Monika Wingate](https://reader034.vdocuments.net/reader034/viewer/2022051720/589d77c31a28ab69538b528b/html5/thumbnails/17.jpg)
How(to(use(Iterative(Insights( to(Translate(Consumer(Stories(Into(Action
Get On-Demand Insights in 7 days or less http://www.digsite.com/digsite-sprints
TM
Diary of Pain points
Video of usage
Photos of shopping
Compare to other sites
Mark-up where you look first
Mark-up ad likes + dislikes
Show & tellMark-up a photo collage
BRANDDEVELOPMENT
CYCLE
Ask follow-upquestions
Vote on ideasCompare to
other solutions
Prioritize Features
Mark-up concepts likes + dislikes
Show concepts in sequence
Branding
BRANDDEVELOPMENT
CYCLEDiary of
Pain points
Vote on ideas
Discuss Ideals
![Page 18: Use Iterative Insights to Translate Consumer Stories Into Action - Monika Wingate](https://reader034.vdocuments.net/reader034/viewer/2022051720/589d77c31a28ab69538b528b/html5/thumbnails/18.jpg)
What(are(the(results(of(implementing(Iterative(Insights((?TM
“This(approach(ensures(that(we(have(a(good(stream(of(products(down(the(
road.”
Director,#Product#&#Channel#MarketingSub]Zero#|#Wolf
“You’re(able(to(get(a(really(goodsense(of(what(resonates(with(your
audience.”
Director#of#InnovationPalermo’s#Pizza
“We(got(really(strong(takeaways(andtimely,(actionable(responses.“
Marketing#ManagerStudentreasures#Publishing
“Ohio(University(can(now(moveforward(with(confidence(and(produce(
more(ads.”
President#of#Strategic#Partners
![Page 19: Use Iterative Insights to Translate Consumer Stories Into Action - Monika Wingate](https://reader034.vdocuments.net/reader034/viewer/2022051720/589d77c31a28ab69538b528b/html5/thumbnails/19.jpg)
Any(Questions?