Insightment™ Training by RI Qualitatif (A Consumer Insight Toolkit) Athens Oct. 2003

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Insightment™ Training

A Consumer Insight Toolkit

1. Background on InSightment

3. The InSightment Toolbox

4. Workshop:

From Observations to Insights

2. Where it fits in with our offer

5. Positioning and Selling InSightment

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Background on InSightment™

Why you are here

What InSightment is

Why it is important

Why we need it



4. Workshop:


2. Where InSightment fits in


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Why are you here?

InSightment is new. It’s mainly an internal tool but you may find it useful to present parts of it (especially the Consumer Connection tool in the Appendix) to clients

You are here to find out about InSightment and to use the knowledge to cascade in your own companies and people

We need to develop it therefore this training needs to be as interactive as possible so we can develop it with your ideas and experiences

There is a demand amongst clients for Consumer Connection. Have already commissioned Consumer Connection projects or have asked for proposals

e.g. Danone, Unilever, Allied Domecq, Bacardi. Black & Decker, Lucent Technologies, etc.

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Toolbox of consumer insight generation

techniques.

To deliver observations from which

fundamental insights about the changing

consumer can be discovered.

With focus upon behaviour and

observation as opposed to conversation

What is Insightment?

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Why is InSightment important?

‘Our growth depends on one thing

above all others -- Consumers. If we

do not getting better at understanding

our consumers and meeting their

needs, wants and aspirations, we will

not grow. It’s as simple as that .’

Unilever

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Our business is changing …………….

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Eight Emerging Trends in the Business with regard

to Consuming Understanding

Trend 1: From Talk to Action

Trend 2: From Past to the Future

Trend 3: From Understanding to Creating

Trend 4: From Respondents to Partners

Trend 5: From Reporting to Experiencing

Trend 6: From Interviewing to Eclecticism

Trend 7: From Research to Cultural Expertise

Trend 8: From Artifice to Reality

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Trend 1: From Talk To Observation

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Trend 2: From Past to the Future

‘The future is already here; it’s

just unevenly distributed’ (Neuromancer: William Gibson)

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Trend 3: From Understanding to creating

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Trend 4: From Respondents to Partners

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Trend 5: From Reporting to Experience

Report Microwave Usage

Research International 2003

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Observation

Trend 6: From Interviewing to Eclecticism

Semiotics

Cultural

Studies Cultural Studies

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Trend 7: From Psychological Research to

Cultural expertise

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Trend Eight: From Artifice to Reality

What is the nature of reality and of truth in our society?

Reality TV, film documentaries

Reaction against working in artificial environments, against relying

on just what people say

Need to connect with consumers at deeper, more valid, more

human levels

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Why InSightment is important for Research

International

The Market : Difficult to be different

The Consumers: Fragmented and complex

The Clients: More demanding & involved

The Suppliers: Diffuse - competitive field

Opportunity for Research International

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Section 2: Where InSightment fits in

Insightment where it

fits into our offer



4. Workshop:




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One of the RIQ - innovation tools

Concept Factory(SM)

Interactive Innovation(SM)

ScreenLab(SM)

Super Group®

Pandora

Insightment

Vox Box

Consumer Connection

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InSightment – Where it fits in

As a key part of our early Innovation offer – can feed directly into

Super Group® Idea Generation & Concept Development

As a general resource for brand understanding

As a critical tool(s) for generating insight

As a toolbox to spice up proposals, develop more innovative

research designs

As a resource for obtaining information at the level of the

individual to feed into a group’s conversational process

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Nurture

Develop

Measure

Mix

Make

Trial

Track

Explore

Create

Inspire

The Innovation Journey starts with Inspiration…

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Inspire

Challenge

existing

paradigms

and

perceptions

Provide insight,

stimulation and

direction

Access

different

views of the

World

Keep on

the pulse

Today Tomorrow

Inspire

Create

Explore

Nurture

Develop

Measure

Mix Make

Trial

Track

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Creative

Consumers

Active

participation

Fresh,

Exciting,

Dynamic!

Clients

Experts

Early

adopters

Stimulate

radical,

original, ‘out of

the box’

thinking

Inspire

Create

Explore

Nurture

Develop

Measure

Mix Make

Trial

Track

Create

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Explore

On-line or off-

line

Qualitative or

Quantitative

Establish

profile of

ideas

Definitely

develop

Hibernate

Reject

Identify

ideas with

potential

Inspire

Create

Explore

Nurture

Develop

Measure

Mix Make

Trial

Track

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Nurture

Develop

Fast &

effective

‘Re-cycling’ Further

screening of

ideas

Development

and

optimisation of

winning ideas

Actively involve

client team &

consumers

Inspire

Create

Explore

Nurture

Develop

Measure

Mix Make

Trial

Track

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Inspire

Create

Explore

Nurture

Develop

Measure

Mix

Make

Trial

Track

Where InSightment fits in

Insightment

Super Group®

Interactive Innovation

eValuate

Concept

Clinic/InSightment

for Positioning

Microtest

Concept

Super Group®

Microtest Screen

Microtest

Insightment

Workshops

Quant

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Section 2: Where InSightment fits in


fits into our offer


fits into our client needs



4. Workshop:




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1) Insights for general consumer

understanding

2) Insights into brands and products

3) Insights for growth

Clients’ Insight needs

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Insights for Consumer Understanding

“I feel out of touch with consumers and I’m not confident that I have the time and skills fully to understand

their lives – also, if I’m honest, I don’t have the same background

and experiences as they do either so I’m not sure I can understand them

without help”

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Consumer Understanding Scenarios

For example : I’m out of touch with consumers

If life’s an experience, what does this mean for brands

Effect of time poverty on consumers’ needs

What consumers say is not what they do

When global youth and local tradition collide

When I need data/insights at the individual level

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Access to consumer reality may not be

reported

CD\Chocolate Bar Exploding Clip.mpeg

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Reality of consumer behaviour may be

subversive

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Consumer behaviour ritualistic rather than

conscious

vigorous.mpeg

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Insights into Brands, Products

“I want to understand how things going on in consumers lives affect

what is happening at a more specific level, like brand choice

and category drivers”

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For example : Understanding the (wider) communication

environment (for target or related categories)

How does price really feature/drive choice in real consumer life

Where is the brand battle actually fought (from front room to fixture) and how does it work

Market entry – I understand home market, but not Asia/Africa etc.

Insights into Brands, Products

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“The best innovation (whether

product, brand or

communication) comes from real,

true and compelling insights

about consumers’ lives”

Insights for Growth

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“Insights for Growth” Scenarios

For example :

I want real blue sky ideas which are still

grounded

How to anticipate trends before they hit

Big opportunities come from small insights -

What opportunities are there in the niggles of

everyday life

How to innovate in a market where I don’t

know the ground rules (geography, or even

brand stretch)

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Section 3: The InSightment toolbox



4. Workshop:




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Our range of InSightment tools

1. Being There

3. Panel Tools

2. Homework

4. Enhancing Understanding

5. Innovation Tools

6. Trend Tools

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1. Being There

3. Panel Tools

2. Homework


5. Innovation Tools

6. Trend Tools

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Being There - Ethnographic Tools

Objective of these tools is to

experience life alongside

consumers, to live life and see

the world from their everyday

perspective

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Some definitions

Anthropology:

The study of cultures – what

people do and why….

Market Research:

The study of consumers –

what they do and why….

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Being There - Commercial Ethnography

Ethnography: Analyses…

• Habits, values, beliefs shared within

culture

Through…

• Observation, in situ interviews, diaries,

video documentaries, accompanied

visits

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At Home with the Joneses

A Day in the Life

Side by Side

Altournative Insights

I Spy

Natural In-Situ Groups

Being There - Commercial Ethnographic Tools

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Being There

At Home with the Joneses

In-home visits with pre-recruited target consumers to see

brands/behaviour in natural habitat

Day in the Life

Extended time spent with consumers during typical day –

helps to see how your brand/category fit in wider context of

everyday life

I Spy

Covert observation of consumer

behaviour provides objective

perspective

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Collecting Observations -- Being There

Side by Side

Accompanied activities (shop, cook, eat, clean, shower etc)

allow experience of choice and usage in action

Natural In-Situ Groups

In-depth mini-groups with friends, conducted in home or

appropriate casual setting

Altournative Insight

Sub-cultural tour of places and people

in a given segment (e.g. youth, low

income) guided by member of group

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Everyday Lives

A company specialising in ethnography

London based but has capabilities in most major markets

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Being There: Skills

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InSightment requires other skills - protocols

Many tools in Insightment are not new. What is is new is the way

we have framed them -- and the idea of giving them a more

prominent place in our offer - to differentiate ourselves from our

main competitors

However the move from Conversation to Observation requires a

different mindset and skills.

What are observations and how to make good ones?

How to record / videotape them?

How to turn observations in to insights?

Different forms of observation

Unaccompanied

Accompanied or Participatory

Observation in Home

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Effective Observations: Principles & rules (1/3)

Make sure you have a clear understanding of the issues / the

business brief

You are collecting Observations NOT Insights. Keep your

observations as pure as possible. A good observation should begin

with

‘I saw…’

‘I heard …’

‘I noticed …’

Do not attempt to analyse yet. We’ll analyse during a professionally

facilitated Insight Generation & Development Session.

Keep a journal for field notes & observations. Don’t fill it out while

you are observing, instead, schedule time after the assignment

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Don’t focus on what you expect to see or hear

Let them complete a task or action before questioning them on

it – called “co-discovery”

Ask then what they were doing/thinking so you don’t interrupt

normal action

Avoid some barriers when listening and observing

Don’t try to interpret what consumers are “really” saying or

doing.

Keep an open mind -- don’t filter out what doesn’t fit with your

hypotheses

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Listening is more than what we hear consumers say

Body language can be metaphor for what is really going on:

Arms folded can mean a barrier

Leaning towards you tends to mean interest

If so, don’t be afraid to question further

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Accompanied or Participatory Observation

Setting the Scene (1/2) In order to have the most effective connection, the consumer needs to

understand the process clearly and be “enrolled”

Call first, introduce yourself, make them comfortable

Let them know about how long the session will last

Tell them a bit about why you want to talk to them -- “I’m interested in understanding your social life so my company/ client can develop a new alcoholic beverages that you really want.”

Don’t disclose who you work for until the end of the Consumer Connection, if at all.

Emphasise that you are interested in how they typically act, think and feel (even the things they don’t normally express)

Remind them that everything they tell or show you is important -- don’t worry if it seems insignificant

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When you go to meet your consumer…

Use a journal to capture key observations, ideas and quotes at

the time

If making observations alone, please schedule some time

immediately after your session to fill out the journal in full.

If making observations in pairs, we recommend division of labour

between partners

Take pictures of anything interesting you see if you have a

camera and are able to

Buy/ take artefacts

Accompanied or Participatory Observation

Setting the Scene (2/2)

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Increasing Rapport

Body language isn’t just about reading the consumer, it’s about

maximising your contact

Sitting at an angle from your consumer is less confrontational

than directly opposite

Starting on the same lever or lower than your consumer is less

intimidating

Re-adjusting your position will help regain control and create

more energy

Mirroring helps with rapport

Eye contact shows that you are interested and focused

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Verbal questioning can be the most powerful tool for interaction – especially if you keep your questions open-ended (an invitation to start talking)

Who? What? Why? When? Where? How?

Seek clarification and encourage exploration

Seek indication of feeling as well as thought

Questions answered with “yes” or “no” stop conversations from flowing -- instead try…

“Tell me more about…?”

“Can you elaborate on that…?”

“I’m wondering what you meant by…?”

“Because…?”

Don’t be afraid of silences… give your consumer time to think about their answers -- plus, you’re just observing a good part of the time!

Paraphrasing and summarising facilitates clarity

Asking Questions

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In-Home Observation (1/4)

Set-Up

Proper pre-recruitment is critical

Make sure that each household understands process and

what is expected

Client/Researcher should contact them before you come in -

make yourself known and agree upon arrival time

Dress comfortably and casually

In Home

Don’t tell what your focus is immediately

Establish rapport quickly

Think in terms of occasions, rituals, routines

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In-Home Observation (2/4)

How much time

The more time you spend with the family, the more you will be

accepted and the more you will learn

The amount of time needed will, to some extent, be driven by

the brief

Consider issue of:

Single visits (e.g. when you want to observe family dynamics,

family food preparation/feeding routines)

Shorter multiple visits (e.g. pet routines, gardening etc.)

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In-Home Observation: Videotaping (3/4)

Try not to talk

Try not to interview

If you have to engage in conversation, try not to talk over their

voices – editing yourself out later can be quite difficult

Leave questions until later – note them down so you don’t forget

Remind the household that they can ask you to stop filming at any

time

Co discovery: Play back relevant footage to respondents, asking

them to give a running commentary on what they were thinking or

doing. This can be recorded on a second camera (ideal) or on

field notes. This is when you ask questions.

Take notes to identify the ‘good bits’ in video

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In-Home Observation: Video Equipment (4/4)

Any small digital video camera (DV) with a fold out screen is ideal

for this kind of work

The fold out screen will allow you to film without holding the

camera at eye level, thereby creating a barrier between you and

your household – use a tripod if you can

Make sure the sound quality of your recording is adequate. If you

want to use the footage for eventual client presentation, consider

a more powerful microphone or using clip-on mikes with your

respondents, especially if there is a co-discovery phase. High

quality audio will always rescue lower quality video.

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Being There: An Observation Diary

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Being There: An Observation Diary Example

Observation Diary

We are looking for consumer insights about how

women approach drinking in the evening in bars

and clubs, either after work or on a big night out.

Therefore, observe (and if you are comfortable, interact with)

women in bars and clubs for an evening or two. You can go

alone, or with friends, just be sure you spend the evening

observing the behaviour of women.

You should visit at least two (but potentially more) different

types of drinking establishments. One of these

establishments should be a popular after-work spot, visited

in early evening. The other should be visited in the late(r)

evening, preferably on a Thursday, Friday or Saturday, when

people are going out on big nights.

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Being There: An Observation Diary

Also ask yourself the bulleted sub-questions when

completing the journal.

1. How do people approach their choice of drink?

2. Are there any apparent rituals happening as they

choose?

3. Are there any apparent rituals happening as they drink?

4. What emotions and attitudes do people convey as they

drink?

5. How do people relate to each other in drinking

situations?

6. What role does drink play as people interact?

7. How do people’s feelings/actions seem to change over

the course of their drinking occasion?

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Being There: Outputs

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Being There: Outputs

Observation

Convert into Insight Platforms (See Workshop – to come)

Generate hypotheses/issues for project brief

Generate stuff for clients to feel more in touch

Provide visual material for report/presentation

Provide template for segmentation that’s anchored in respondents’ real lives/behaviours

Example:

RI Germany study that segmented homes and homeowners based on observation and used this segmentation to model different reactions towards odour…

Note: Do not show these study slides to clients …

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Perception of odour: identified types

Summarising the results of the 3 countries, five different types can be

identified. They can be distinguished along the scale of scent sensitivity.

Scent sensitive

Scent insensitive

'Clean-maniacs'

'Carefrees'

'Ambitious'

'Sentimentals'

'Strugglers'

Do not show this slide to Clients

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The 'Clean-maniacs': Their homes

cleanliness => well-being 'Clean-maniacs'

Rather sterile atmosphere. Order at the expense of cosiness?


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The 'Carefrees': Their homes

'Carefrees' Self-determination => well-being

”I don’t care for

tidiness… I feel free

in my home…”

“I’m not bothered if

the kids wander

around the place”


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The 'Ambitious': Their homes

Inviting hospitality => well-being 'Ambitious'

"I try to achieve

my guests feeling

at home."


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The 'Sentimentals': Their homes

'Sentimentals' sentimental values


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The 'Strugglers': Their homes

'Strugglers' home => source of stress

"I have the

passion for

flowers but

in Milan it’s

impossible.”


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1. Being There

3. Panel Tools

2. Homework


5. Innovation Tools

6. Trend Tools

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Objective of these tools

to engage consumers with subject matter

before a session;

to provide individual, in situ and creative

perspectives as inputs for group discussion;

to get more out of consumers by using their

time rather than the group time;

to motivate respondents;

to provide visual material for a presentation;

to help frame issues/hypotheses

Homework - Consumer Tasks

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Paint box

Scrap Books

Diaries

Collections

Collages

Stories

Photos

Homework - Consumer Tasks

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Homework

Paint Box

Creative home tasks conducted via “creativity kits” -- ensures

usable output because gives permission to create

Scrap Books

Allow for consumers’ terms with text, images, artefacts, etc. on

subject – provides wealth of material

Diaries

Video, audio, pen and paper --

provide unmediated insight into

consumers’ view of their lives

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Homework

Collections

Groups of images or objects associated with issues --

insightful starting point for category or brand understanding

Stories

Consumers tell tales of categories or share brand anecdotes --

can reveal underlying drivers of behaviour

Post Cards

Insight “hits” can be posted before or

after formal sessions – provide

efficient, bite-size chunks of thought

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Homework

Photos

Problem -- Consumers share pictures of real problems -- a

picture’s worth a thousand words

Significant Other – Consumer’s pictures of people (family to

famous) who influence them provide insight into who (rather

than what) is driving them

Collages

Collections of images provide visual shorthand of consumer’s

mind

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Homework Assignments: Output

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Monday, the ... This makes me happy today...

This has ruined my day...

My creative personal side

HyperMarket

3.95 DM

5.20 DM

9.70 DM

.....

THANK YOU

FOR

SHOPPING!

NEW

And then I went to the movies and had a huge ice cream there....

Specific focus...

Specific focus...

With this person I spent my day ...

An example:

Homework: Diaries & Collections

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$40!

Homework: Diaries & Collections: Not as difficult

/expensive as you think

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Homework Example

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Special focus 1 ...

Special focus 2 ... Special focus 3 ...

Example: One 'Diary Day'

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Implementation issues for Homework

Give clear instructions to respondents on what you expect

Give clear instructions to interviewers what you want respondents to do

Give them enough time to do it

Briefing of respondents may have to be done personally

Model behaviour -- showing examples of expected output

Educate client that recruitment process will often be longer with homework: two to three weeks (with diaries) instead of one or two

With global projects, check that technique will work in all markets

Keep diaries and questionnaires short, otherwise compliance will be weak

Need to educate clients that diaries are not always data to be presented in reports, they are inputs for discussion and insight

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1. Being There

3. Panel Tools

2. Homework


5. Innovation Tools

6. Trend Tools

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Objective of these tools is to

create and use a relationship

with consumers (and others) to

gain insights

Building Relationships - Panels

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E-Panels (Vox Box)

Sensitised Panels

T-Pulses

Ethno-Panels

Expert panels

Building Relationships - Panels

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Panels

Objective: Create and use on-going relationship with consumers to gain insights

Vox Box

On-line consumer panel provides efficient access to willing,

motivated resource

Sensitised Panel

Face-to-face qual panel(s) convene regularly or for ad hoc need

– a committed, available and sensitised resource

T-Pulses

Panel of trendy, early adopting,

emergent consumers or “experts” --

valuable resource in innovation

process too

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Panels

Ethno Panels

Panels of consumers for ethnographic work – visits or

accompaniments – allows us to develop relationship and

obtain longitudinal data

Expert Panels

Eclectic range of experts for specific categories can provide

informed and eclectic perspective

Page 91

On line DEMO

Page 92

Vox Box TM – what is it ?

On-line “chat room” style discussion forum

Panel of consumers pre-recruited to take part over given

period of time (e.g. 3 months)

Log on and take part in “topics” (chat rooms)

Can submit answers and interact with other users

Topics take place over time (1-2 weeks)

Topics can display questions and multi-media stimulus

Interactive so client can take part too

“Profiles” encouraged (biography) to create community

Page 93

Vox Box TM – what’s it for

Can position as either “research” or “connection”

Actually a very interesting research tool

Benefit of respondents reacting in own space and own time

Track record of producing great insight

Corporate position is to sell as lower level connection tool

To avoid cannibalisation of mainstream offer

Great relationship building tool

We can be there as client makes discoveries – can

spontaneously send proposals !!

Can certainly have holistic picture of client’s early stage

thinking and of consumer agenda in given area

Page 94

Vox Box TM – how can I do it

Hosted by RI

“Off the peg” product is easily customisable

Requires technical set up and support – local/regional IT (via

UK initially)

Once set up, relatively easy to run and maintain

Respondents recruited like any other qual respondents

(rather than as on-line panellists)

Although looking at Lightspeed type solutions

25-30 respondents is fine

In Europe we pay “Hello” incentive of €75 plus terminal bonus

of €75; with “surprise gift” (e.g. bottle of champagne) in the

middle of time

Respondents required to log on for c1 hour per week for

specified period (e.g. 3 months)

Page 95

Vox Box TM – how should I position and price it

2 positioning routes

(Premium research tool)

“Casual” client connection tool

Rough costs in EU (casual connection route) for :

3 months1 country

30 respondents

Exec. logging in every day and “moderating”

Insight summary at end of 3 months (management report style)

Topics churning every 1-2 weeks

As many topics as required

€30,000

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1. Being There

3. Panel Tools

2. Homework


5. Innovation Tools

6. Trend Tools

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Objective of these tools :

to get more understanding of

consumers by using a range of

complementary tools and methods

Enhancing Understanding

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Pandora

Global Whispers

Reference Groups

Expert Partners

Cynic Clinics


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Objective : Get more understanding of consumers by using range of

complementary tools and methods

Pandora

Expert brainstorming from consumer perspective – using

wealth of knowledge in global RIQ team

Global Whispers

Serial pass around RIQ Community or areas of interest – e.g.

Tribal Branding

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Reference Groups (F2F or online)

Identify and question stakeholders in decision process to

piece together holistic picture

Expert Partners

Partnering with experts during immersion process produces

enhanced analysis

Cynic Clinics

Recruit consumers who have had enough

of something forces us to face up to what

is really wrong

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1. Being There

3. Panel Tools

2. Homework


5. Innovation Tools

6. Trend Tools

102

Objective of these tools is to obtain

greater consumer understanding with

an innovation focus

Innovation Tools

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Super Group®

Interactive Innovation

Open Dialogues

From the Mouths of Babes

Innovation Tools

104

Innovation Tools

Objective : Obtain greater consumer understanding with an innovation focus

Super Group® Idea Generation & Concept Development

Professional ideation and concept development process using

trained Creative Consumers in dynamic environment with trained

facilitator

Interactive Innovation®

Formal process for turning facts and

insights into platforms and concepts –

internal client sessions

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Innovation Tools

Open Dialogue or Trialogue

Un-moderated sessions with

consumers freely discussing

given topic, category, brand

From the Mouth of Babes

Capture kids’ unique insights into adult world by asking them

what’s going on

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1. Being There

3. Panel Tools

2. Homework


5. Innovation Tools

6. Trend Tools

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Scouts & Scavenger

T-Pulsers

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Scouts & Scavengers

Pool of people in RI units around globe who are in touch with

emergent trends

T-Pulsers

Informal discussions with

leading experts and

opinion formers

Trend Tools

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Section 4: Workshop

From Observation to Insights



4. Workshop




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Insight Generation & Management Session

Turning Observations Into Insights

Panels Ethnography Trend Work and More!

Consumer Connection Workshop

Training

112

Consumer Connection Workshop: Consists of 3 parts

Meeting/Observing the Consumer Training

Training module aimed at enabling clients/ our staff to connect

with and/or observe consumers. (Already covered in ‘Being

There’)

Homework Assignment

Actual (client/our staff ) consumer connection / observation

InSightment training will always be accompanied by a homework

observation phase + an Insight Workshop

Insight Management Workshops Formal workshop with structures and tools for turning

observations into insights


Training

1. Making Observations

2. Turning Observations into

Insights


Training

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Turning Observations into Insights

A critical part of our InSightment offer

Of great interest to global CPG clients

Some clients have their own process (e..g. Unilever’s Insight

Activator)

Can be sold to clients or run internally to help frame

issues/hypotheses for more conventional qual or quant work

In the Appendix you will find a core presentation on Consumer

Connection that you can take out to clients

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‘The real voyage of discovery consists not

in seeking new landscapes… but in having

new eyes’

Marcel Proust

‘ A great insight is where the brand

promise meets the consumer truth ‘

Jon Steel

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What is an Insight …

The capacity to discern underlying truth”

“The power of seeing into and understanding things…”

“...Awareness, often of one’s own mental condition…”

“...An imaginative view into any condition or experience”

Obvious, intuitive when brought to life

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When is an insight not an insight …

…when it’s an observation!

An insight is not just an observation

about the world – although this is where

it starts

Insights fundamentally change the way

we think about the world, consumers, a

category, a brand

Great insight seems like you knew it all

along

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Being Insightful

So what !

Headlining (The ‘Aha’ phenomenon)

Does this change the world ?

Stick to the point

Small is good …..size of opportunity doesn’t

matter

Like a good joke … or newspaper cartoon …

or work of art

More art than science

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Focus Primarily on HUMAN insights -- try to be more psychologist

than marketer

To get at human insights, think about:

What drives people’s behaviour while……..?. -- or what could

be? (e.g., motivation)

Are there any apparent rituals happening -- or could there be?

(e.g., experience)

What’s the attitude of consumers while ……..or what could it

be? (e.g., feelings)

What emotional fulfillment seems to derive from …...- or what

could? (e.g., benefit)

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Collect your journal and your top 5 or 10 observations on A4

paper

In pairs you’ll cluster your observations into themes on the

wall

As a group we’ll provide human insights for the various

themes

Then, we’ll gather the explanations into Insight platforms that

bring in the appropriate category, product or brand

At the end of the session, we’ll review all the Insights we’ve

generated and converge down to those that are most interesting

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Observations into Insights: Our Process

Goal of Session: develop all observations into compelling insights

Step One: Post Observations on one wall, then organise in clusters of observations that seem to go together on a different wall

Step Two: Review clusters, choose key themes to pursue

Step Three: What are the best 4-6 observations that bring each theme to life?

Step Four: Generate human insights (psychological drivers, need states, explanations) for each key theme

Step Five: Turn these explanations into Insight Platforms (the point where a ‘brand promise meets a consumer truth’) by putting them back in context of appropriate brand, product, category

124

Observations into Insights: Our Process

These steps are usually part of a product concept generation

process such as Super Group® but they could be included in an

additional Workshop day:

Step Six: What benefit should product provide if Insight

platform is to be satisfied?

Step Seven: Generate product idea(s):

Insight

Benefit

Description

Name

Strap line (Tag Line)

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From inspire to create – A sample journey

Assignment:

to develop a new alcoholic drink for young, professional

women

Step One: Post Observations & Cluster

I saw women

looking at what

drinks others

ordered before

ordering for

themselves

I noticed

women

drinking in

groups rather

than alone She said she felt

comfortable

about getting to

and from the bar

if she was with

friends

She said she

could let

down her hair

and be herself

with friends

126


Step Two: Name the Clusters

Security

Step Three: Uncover Human Insights, Needs Drivers that Explain

Observations

Safety/ security

Friendship/ sharing

Happiness I can relax, let go and

have fun easily if I know

my mates are there to

protect me from

embarrassing myself or

getting hurt.

I’m comfortable with the

way my friends and I have

acted for years – our habits

and quirks. It’s nice not to

have to try to impress

anyone when we are

together.

127


Step Four: Create Insight Platforms by Re-introducing

Category/Product/Brand

Step Five: Create Product Concepts

Hell’s Bells

A drink which makes a loud noise when opened to signal

change from work to play mode, day to night

I’d love a ritual to share with my friends when we go drinking

that would help us mark the transition from work to fun mode

– like a signal to relax and let down our hair

128

Insight platform

As part of life’s social interactions,people often need to say

something genuine, heartfelt, real, without making too much of

a fuss.

Explanations

A “successful” gift is one where the receiver knows the gesture

is sincere. Buying too much as a gift can be as inappropriate as

buying too little. People believe Roses is imbued with more meaning

than other chocolate assortments.

Quotes and Observations

“(Giving a teacher a present) You don’t want to go over the

top, you don’t want to be seen as the one buying the

enormous box of chocolates or the huge bunch of flowers”,

Mum of 10 yr old

“Roses is for more caring, thoughtful moments”, Woman

aged 56

I heard a man (58) say if he was to give Roses at work, it

would be for someone specific, for them personally.

A professional gift buyer told me that the most important

thing about buying gifts is showing you’ve thought about it.

‘Heartfelt Gestures’

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Human Insight/Explanation

Life is often far too serious, full of rules, customs and etiquette that can limit your natural inclinations and desires. Sometimes you just need a release from these things and find time to play.

Insight Platform

Some foods are more about the enjoyable eating experience than any other benefit. People today are busier, work longer hours and have less free time

that they used to – “switching off” becomes even more important. Some products, including Creme Egg, have a sense of fun & play about them that

comes through every time they’re eaten.

Observations

“It does bring out the kid in you – it just does!”, Mother of 8 year old on eating Creme Eggs.

“You can’t be prudish – you have to get your tongue in and lick it out”, Female aged 17.

II saw a woman giggling when she ate it (Creme Egg) as she spilt the filling over her chin.

II heard a teenage boy say how he likes to have competitions with his friends to see how many they

can fit in their mouths at once.

Data shows that 70% of British workers say their jobs take up too much time & emotional energy.

(Datamonitor)

Playtime

130

Insight platform

Explanations

Quotes and Observations

Opportunity Areas

Name: _________________________

Business Issue

131

Section 5: Positioning & Selling The InSightment

toolbox



4. Workshop




132

Positioning InSightment

The future of our business

Helps take our offer upstream

Makes it less generic/adds value

Behaviour not just conversation

Adds insight from the real world

Partners with consumers and clients

Feeds into our Innovation offering

InSightment is largely an internal tool

There will be occasions when pieces or individual platforms

should be presented to clients

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InSightment

InSightment Tools

Discussion

‘Being There’ tools will require building relationships with:

Freelancers

Specialist companies/individuals with experience/skills in:

Observation

Video

Ethnography

Staffing implications

Hire ethnographers in our major markets?

Training implications

Outsourcing/freelancers

Pricing

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How to frame InSightment to clients

1. Being There

2. Panel Tools

3. Homework


5. Innovation Tools

6. Trend Tools

InSightment

Toolbox

For internal use

To improve our proposals

Consumer Connection

Workshop

Selling Ethnography to

Clients

Insightment™ Training by RI Qualitatif (A Consumer Insight Toolkit) Athens Oct. 2003

Business

sample journey

apparent rituals

brand promise

participatory

insight platforms

insight platform

human insights

principles