Belgian Advertising School Workshop

New York I Timisoara I London I Rotterdam I Ghent

www.insites-consulting.com

Nice to meet you, BAS! Meet InSites Consulting

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Thanks for being here! Hakim Zemni, Managing Director InSites Consulting Belgium

I have a passion for media, politics, music & movies.

I am happily married, a proud dad, a mediocre

soccerplayer and a great facebookfriend

I am often described as ‘an opinion on 2 legs’

I love my job because I’m fascinated by the question

“why do people do what they do?”

[email protected]

@hakimzemni

be.linkedin.com/in/hakimzemni

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# mrx

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program

Kick-Off

The Consumer Consulting Board (by Tom De Ruyck, Head of CCB’s)

Break

Insights: the age of relevance

Insights: let’s try

Lunch

Co-everything (by Thomas Troch, Research Innovation Manager)

Briefing ‘Cuppa’

Workshop ‘Cuppa’

Break

Pitches ‘Cuppa’

Wrap-up, Briefing Assignment

Finish

Founded 1997 as a business school spin-off

Structure Fully independent, 7 managing partners

Growth Average yearly growth +25%

Locations USA I ROM I UK I NL I BE

Team 125 passionate & talented people

Reach Global Consumer & Moderator Network

Clients +35% of 2012 Best Global Brands (Interbrand)

Awards ESOMAR I AMA I ARF I MRS I MOA I AMMA

We want to

bring our clients

to the future first

Helping world leading brands

become locally relevant

Helping local brands

become world leading

famous

The power

is in the

mix

EXPERTISE

Further building on our academic heritage, we

deploy state-of-the-art methods & techniques that

optimally support our vision on how marketing can

make a real difference today. We are one of the

world’s most awarded agencies and our best-

selling management books are a continuous

source of inspiration for our clients and consultants:

www.conversationmanagement.biz

www.howcoolbrandsstayhot.com

We start from a deep understanding of the

challenges of our customers via dedicated sector

teams. In everything we do, we take a consultative

approach.

Smart

CREATIVITY

Our genuine interest in how consumers think,

behave and evolve, goes beyond research.

We inspire our clients to engage and collaborate

with consumers in creative ways to shape the

future of their brands.

Our ForwaR&D Lab has kept us ahead of the

curve by developing fresh and powerful methods

over the last 10 years. Through co-creation with

clients and academic partners, we are redefining

the nature of the market research industry.

Cookies

Crazy Gamers

Me Toos

Safe Havens

Smart Cookies

academic backbone

sector expertise

marketing consulting

innovative methods

change agent

engagement & activation

Creative

Solid

the most effective

consultants for

any company

Consumers are

ALL About...?

What is this

is as important as

What we do with people

what we ask them

We offer a full and integrated suite of

methods, optimally suited to the needs

of your challenges and objectives. We

uniquely focus on digital methods as the

main gateway to connect and

collaborate with consumer, but activate

consumers to integrate and share their

offline experiences with us.

The methods we deploy are all geared

towards making research an engaging

and activating experience. We allow

participants to engage with us anytime,

anywhere, breaking the boundaries of

time and place (online, mobile,

asynchronous discussions).

Digital Surveys

Online Group Discussions

Consumer-led Ethnography

1on1 Online Interviews

Social Media Listening & Netnography

Engage

METHODS Asynchronous

Synchronous

Individual Group

Research Communities Customer Consulting Boards

Engage

Consumer-led Ethnography

• The final frontier

• Observe & learn

• Role players vs builders

Social Media Listening & Netnography

Engage

• Go back in time

• Mine large number of conversations

• Make a pre- en post analysis

Engage

Online Group Discussions

• Co-write mission statement

Engage Digital Surveys

• Benchmark & Compare

• Track

• Likeability

Engage

1on1 Online Interviews

• Branding & Positioning

• High income profiles

DIFFERENT STAKEHOLDERS

INSIDE & OUTSIDE YOUR COMPANY

CONSUMERS IN THEIR

VARIOUS ROLES

Company Consumer

CONSUMERS IN THE BOARDROOM

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

Insighting

Developing

Optimizing

Implementing

Business

Objectives

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

CHOOSING YOUR

Pilot Project

@tomderuyck

@tomderuyck

Conversations from external stakeholders

Co

nve

rsa

tio

ns fro

m in

tern

al sta

ke

ho

lders

Proud

company

Conversation

company

Boring

company

Adored

company

Communication is key!

@tomderuyck

Internal

@tomderuyck

Internal

@tomderuyck

Internal

@tomderuyck

Internal

@tomderuyck

@tomderuyck

External

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

It’s an EVOLUTION,

not a REVOLUTION!

@tomderuyck

Sharing

IS caring

@tomderuyck

@tomderuyck

@tomderuyck

New York – London – Ghent – Rotterdam – Timisoara

Consumer Consulting Boards

linkedin.com/in/tomderuyck @tomderuyck [email protected]

www.insites-consulting.com

Hakim Zemni

DOES THE future OF YOUR BUSINESS DEPEND ON luck?

@InSites

When was

the last time...

@InSites

“It’s easier to

copy than to

innovate”

@InSites

Everybody is

a competitor

@InSites

@InSites

@InSites

Let’s play Last Man Standing

@InSites

Let’s play Last Man Standing

@InSites

Who in the room owns a smartphone?

28% of Belgian internet users have a smartphone. 1 in 2 of these smartphones has a data/internet subscription. (may 2012)

@InSites

You are NOT your consumer

@InSites

@InSites

@InSites

Consumer insights are key

@InSites

Let’s get started

Size is important,

but personality goes

a (longer) way. Be

different

The brand behind...

@InSites

The brand behind...

@InSites

Children love what they

instinctively discover for

themselves

@InSites

The brand behind...

@InSites

The brand behind...

Life is not about what you

buy, but about the

relationships you have with

the people you care about

The brand behind...

@InSites

The brand behind...

@InSites

Babies are happier when

they

are able to play, learn and

develop

The brand behind...

@InSites

The brand behind...

@InSites

People no longer have to consume

content like the

artist/producer/management want

them to consume it. They create

playlists and compilations based on

individual songs rather than

complete cd’s.

The brand behind...

@InSites

The brand behind...

@InSites

I want to escape the

limitations of my past life

and enjoy the activity of

fantasizing about

alternative identities, lives,

or positions

The brand behind...

@InSites

The brand behind...

@InSites

Insight ≠ (big) data

@InSites

2005 2013

@InSites

1 insight, several ideas

In-sight |’in.sit|

@InSites

A definition…

@InSites

In-sight |’in.sit|

In-sight |’in.sit|

@InSites

“Men aged 25 to 40 are consuming less beer than 5 years ago”

FACT/TREND (research)

“As I have grown older, I like to display more sophisticated food

and drink tastes. I used to drink it quite regularly but feel that beer

doesn’t offer as many sophisticated options as compared to

wine/spirits”

“When men and women drink together with an evening meal at

home they often share a bottle of wine”

OBSERVATION

CONSUMER INSIGHT

It’s me!

@InSites

Why insights

are like

refrigerators

It’s emotional!

@InSites

Without

activation,

an Insight

is useless

@InSites

In-sight |’in.sit|

@InSites

How to get there?

You don’t

know what

you don’t

know

@InSites

Digging

for gold

@InSites

@InSites

Don’t jump

to conclusions

@InSites

Context is key

The postmodern consumer

The power of the crowd

@InSites

Insights is about people

@InSites

It’s what

you do with

people

@InSites

Activation

@InSites

Deprivation

@InSites

Use Different

Perspectives

Crowd

Interpretation

The advantage

of inconsistency

@InSites

Don’t always

believe them

@InSites

Do something

With It

@InSites

Send them

On Safari

@InSites

Project

Project

@InSites

Person(a)ify

Tiago Ferreira

Is it you?

@InSites

I have noticed

@InSites

Spread

the insight

@InSites

The magic starts at

the end of your

comfort zone

@InSites

Go out

Where are

your daily

rituals?

@InSites

The Consumer Reflex

There is

no on & off

button

@InSites

It is the DNA of

your product

@InSites

Are you

up for a

challenge?

@InSites

1. Go to YouTube

2. Look for 2 commercials you like

3. Brainstorm about the insight

@InSites

1. Short, sharp sentences work better

2. Needs or frustrations should be as category-specific as

possible

3. Avoid the hard-sell

4. Avoid using absolutes such as ‘always’ or ‘everytime’

5. Don’t patronise or invite the consumer to patronise

others

6. Look for tonal balance (e.g. use of emotional

language)

7. Starting statements with ‘I’ or ‘we’ places yourself in

the shoes of the consumer

8. Aim for single-minded statements

TIPS FOR SUCCESSFUL INSIGHT WRITING

@InSites

Are you

up for a

real

challenge?

@InSites

139

Background Information You are the marketing & communications team of Cuppa – a coffee

brand for in-home consumption.

The brand has a rich tradition in fresh ground coffee, but quickly

followed the trend to offer more convenient coffee pads although it has

been hard to offer the same coffee quality.

In many ways the future looks bright for Cuppa :

– In-home coffee consumption is on the rise in BE

– The fresh ground coffee is winning volume over instant coffee which still

dominates the market with a +50% share

However, Cuppa’s market share among 18-30 yr olds has been

declining for a few years now.

Previous qualitative research has indicated that the bitter taste of coffee

is an important barrier for coffee drinking with youngsters.

The monthly brand tracker proves that the Cuppa brand is perceived as

high quality, but rather old-fashioned.

140

Your Challenge

While the Chief Marketing Officer recognizes your team is facing tough

competition from Nespresso and the energy drinks category, he believes

a big marketing push is urgently needed to increase the market share in

the segment of 18-30 yr olds – ‘our consumers of the next 50 years’ as

he puts it.

He is convinced this can work as the most recent coffee industry reports

show that out-of-home coffee consumption is on the rise among 18-30

yr olds.

You have been tasked to come back with:

– A potent insight involving coffee & youngsters

– Potential solutions and actions, campaigns (elements) which

will be presented to the board.

The company is open to any initiatives that might help to attract 18-30 yr

olds but it has to be based on strong insights.

141

Tips & Tricks to uncover insights

Reframe: What would life be without X?

Observe: What do you do? What do others do? Notice something.

WhyWhyWhy: Try and answer 3 times the Why question?

Complete ‘open’ sentences: Without x I feel…, My life with X is…

Read: Analyse online groups & communities

Activate: Use X and see what happens

Deprivate: Stop using X for a period and see what you miss

History: Remember the first time you used X. How was that?

Compete: What are X’s competitor’s doing successfully?

Ask: Talk to users of X and ask them how come they use it?

Safari: Go to a shop that sells X and see what’s out there?

Personify: If X would be a person who would it be?

Compare: If X would be in another category, which brand would it be?

1. Short, sharp sentences work better

2. Needs or frustrations should be as category-specific as

possible

3. Avoid the hard-sell

4. Avoid using absolutes such as ‘always’ or ‘everytime’

5. Don’t patronise or invite the consumer to patronise

others

6. Look for tonal balance (e.g. use of emotional

language)

7. Starting statements with ‘I’ or ‘we’ places yourself in

the shoes of the consumer

8. Aim for single-minded statements

TIPS FOR SUCCESSFUL INSIGHT WRITING

@InSites

SEE YOU

ON FRIDAY T

UE

SD

AY

WE

DN

ES

DA

Y

TH

UR

SD

AY

Thanks for being here! Hakim Zemni, Managing Director InSites Consulting Belgium

Questions

Feedback

Remarks

Suggestions

More than welcome!

[email protected]

@hakimzemni

be.linkedin.com/in/hakimzemni