From Aha! to Eureka Smartees Webinar

From Aha! to Eureka

Smartees Webinar

This is the full slidedeck of our ‘from

Aha! to Eureka’ Smartees Webinar. The

presentation elaborates on what a

consumer insight is (and what it is

not?), how you can mine them and how

you can make them impactful for your

company, through a variety of business

stories, clear examples and tasks.

Annelies Verhaeghe

Kristof De Wulf

Does the

future of

your

business

depend

on luck?

@annaliezze

@kristofdewulf

The old

world is

gone …

@annaliezze

@kristofdewulf

How fast

is fast?

@annaliezze

@kristofdewulf

How much is too much?

@annaliezze

@kristofdewulf

Expect the

unexpected

@annaliezze

@kristofdewulf

@annaliezze

@kristofdewulf

@annaliezze

@kristofdewulf

You are NOT your

consumer

@annaliezze

@kristofdewulf

It’s about

hardcore

listening

@annaliezze

@kristofdewulf

@annaliezze

@kristofdewulf

2. Getting to insights

What is an insight?

3. Activating insights

1.

@annaliezze

@kristofdewulf

Children love what they

instinctively discover for

themselves

The brand behind...

@annaliezze

@kristofdewulf

Children love what they instinctively discover for

themselves

@annaliezze

@kristofdewulf

The brand behind...

@annaliezze

@kristofdewulf

Be different

The brand behind...

@annaliezze

@kristofdewulf

Be different

@annaliezze

@kristofdewulf

The brand behind...

@annaliezze

@kristofdewulf

I want to escape the limitations of my

daily routine life and enjoy the activity

of fantasizing about alternative

identities, lives, or positions

The brand behind...

@annaliezze

@kristofdewulf

I want to escape the limitations of my daily routine life and enjoy

the activity of fantasizing about alternative identities, lives, or

positions

@annaliezze

@kristofdewulf

The brand behind...

@annaliezze

@kristofdewulf

Insight ≠ (big) data

@annaliezze

@kristofdewulf

Insights ≠ ideas

2005 2013

@annaliezze

@kristofdewulf

In-sight |’in.sit|

@annaliezze

@kristofdewulf

It’s me!

@annaliezze

@kristofdewulf

Why

insights

are like

refrigerators

@annaliezze

@kristofdewulf

I want to

change

@annaliezze

@kristofdewulf

Without

activation,

an insight

is useless

@annaliezze

@kristofdewulf

It’s just a

starting point

@annaliezze

@kristofdewulf

It is the DNA of

your product

@annaliezze

@kristofdewulf

It will rule your mind

@annaliezze

@kristofdewulf

It can enter

every touchpoint

@annaliezze

@kristofdewulf

Getting to insights

1. What is an insight?

3. Activating insights

2.

@annaliezze

@kristofdewulf

You don’t

know what

you don’t

know

@annaliezze

@kristofdewulf

Consumers

are bad

witnesses of their own

behaviour

@annaliezze

@kristofdewulf

Everybody / Everywhere / Anytime

@annaliezze

@kristofdewulf

LANDSCAPE

PORTRAIT

OUT OF

THE BOX

IN THE BOX

How to mine insights?

@annaliezze

@kristofdewulf

PORTRAIT

OUT OF

THE BOX

IN THE BOX

LANDSCAPE

How to mine insights?

@annaliezze

@kristofdewulf

Don’t jump to conclusions

@annaliezze

@kristofdewulf

@annaliezze

@kristofdewulf

PORTRAIT

OUT OF

THE BOX

IN THE BOX

LANDSCAPE

How to mine insights?

@annaliezze

@kristofdewulf

Context is key

@annaliezze

@kristofdewulf

Use different perspectives

@annaliezze

@kristofdewulf

The power of the crowd

@annaliezze

@kristofdewulf

PORTRAIT

OUT OF

THE BOX

IN THE BOX

LANDSCAPE

How to mine insights?

@annaliezze

@kristofdewulf

The advantage

of inconsistency

@annaliezze

@kristofdewulf

Insight is about people

@annaliezze

@kristofdewulf

It’s what

you do with

people

@annaliezze

@kristofdewulf

@annaliezze

@kristofdewulf

PORTRAIT

OUT OF

THE BOX

IN THE BOX

LANDSCAPE

How to mine insights?

@annaliezze

@kristofdewulf

Reframe

@annaliezze

@kristofdewulf

@annaliezze

@kristofdewulf

It’s a

way of life

@annaliezze

@kristofdewulf

@annaliezze

@kristofdewulf

Activating insights 3.

2. Getting to insights

1. What is an insight?

@annaliezze

@kristofdewulf

Show me the money

@annaliezze

@kristofdewulf

@annaliezze

@kristofdewulf

Is it you?

@annaliezze

@kristofdewulf

Spread

the word

@annaliezze

@kristofdewulf

Everybody

is curious

@annaliezze

@kristofdewulf

Inspire!

@annaliezze

@kristofdewulf

Capture (false)

assumptions

@annaliezze

@kristofdewulf

@annaliezze

@kristofdewulf

Market research as

an order-taking function

Consumer insight as a

source of competitive advantage

Sources: BCG Consumer Insight Benchmarking (May 2009)

Traditional

market

research

function

Business

contribution

team

Strategic

insight

organization

Strategic

foresight

organization

1 2 3 4

Where are you today?

@annaliezze

@kristofdewulf

@annaliezze

@kristofdewulf

@annaliezze

@kristofdewulf

Get out

of your

comfort

zone

1.

Develop

daily

rituals

@annaliezze

@kristofdewulf

2.

Think big, act radical

@annaliezze

@kristofdewulf

3.

@annaliezze

@kristofdewulf

@annaliezze

@kristofdewulf

The best way to

predict the future is to create it

@annaliezze

@kristofdewulf

Thank you!

Let’s go to the Q&A

Annelies Verhaeghe

annelies@insites-consulting.com

+32 9 269 14 06

@annalieze

@kristofdewulf

Kristof De Wulf

kristof@insites-consulting.com

+32 9 269 15 03

http://smartees.insites-consulting.com

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