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The Art of Insighting
Smartees Webinar
This is the full slidedeck of our Smartees Webinar
on the Art of Insighting (30 September 2014).The
presentation introduces you to our insight theory
and then dives into techniques you can use to
embed a virtuous circle of consumer insight
gathering, selection and activation within your
business. All of this illustrated with client cases
from Telefonica, Cloetta, DIESEL, Heineken and
many more. Presentation by Ashley Smith
(Business Director FMCG) & Martijn Van Bijnen
(Business Director FMCG).
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‘I am a big fan of music and movies and
have a moral issue with downloading illegal
content. However, I don’t seem to find a fair
‘legal’ way to enjoy a lot of films and music
without paying too much’
Ashley & Martijn’s Consumer Insight
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WHY:
We do a lot of insight generation projects.
We have a learned a lot along the way.
We want to share these learnings with you.
WHAT:
Insight generation is an art.
But there are a lot of tools to guide your way – often
stretching the boundaries of traditional research
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Insights ≠ ideas
2005 2013
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Why
insights
are like
refrigerators
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What is this?
“the volume of coffee consumption among 18-
25 year old consumers is declining for
2 years now”
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Hypothesis Observation Insight
A B C
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What is this?
“the volume of coffee consumption among 18-
25 year old consumers is declining for
2 years now”
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Hypothesis Observation Insight
A B C
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What is this?
“I think that young people are drinking less
coffee cups per day than 2 years ago
because they are concerned with the negative
health effects of too much caffeine”
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Hypothesis Observation Insight
A B C
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What is this?
“I think that young people are drinking less
coffee cups per day than 2 years ago
because they are concerned with the negative
health effects of too much caffeine”
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Hypothesis Observation Insight
A B C
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What is this?
“I really love the great tastes and experiences that
modern coffee brands provide at home and work,
however I do have some concerns over the effects of
too much caffeine. It would be great to enjoy rich
coffee experiences in a slightly more healthy way.”
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Insight Observation Hypothesis
A B C
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What is this?
“I really love the great tastes and experiences that
modern coffee brands provide at home and work,
however I do have some concerns over the effects of
too much caffeine. It would be great to enjoy rich
coffee experiences in a slightly more healthy way.”
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Insight Observation Hypothesis
A B C
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It’s just a
starting point
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It is the DNA of
your product
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It can enter
every touchpoint
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An
observation
A hypothesis An insight
1 2 3
In search for relevance
Transformation of an insight
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Everybody / Everywhere / Anytime
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The virtuous
circle of
insighting
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The virtuous
circle of
insighting
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Structural Collaboration
with consumers
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Deep Dive
Weeks
48 Hour
Challenges
Bottom-up
Feedback
Time
Inte
nsit
y
Bottom-up
Feedback
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“Everyone is really enthusiastic about Yoghurt Talk, the
value of the community is very high, all teams incorporate
the insights in their day-to-day business challenges and
decision taking.” Annemieke Onderdelinden I Strategy & Insights manager a.i.
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R&D contributionThe lounge
What did we do?
xxxx
GETTING ANSWERS TO
QUESTIONS YOU DID NOT ASK
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Social media ‘listening’
makes use of publicly
available user-
generated-content in
order to detect potential
insight areas
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You don’t
know what
you don’t
know
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Inventarize current knowledge
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Mining the knowledge in your company
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Recycle Ethnography data
through the consumer
story dashboard
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PORTRAIT
OUT OF
THE BOX
IN THE BOX
LANDSCAPE
How to mine insights?
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PORTRAIT
OUT OF
THE BOX
IN THE BOX
LANDSCAPE
How to mine insights?
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Immerse into the world
of the Urban ParentInspire entire Quinny team
Understand daily challenges
Context: mobility
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Urban Parents Consulting Board
120 urban parents
7 cities
3 weeks
2900 posts
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Mobile collection reallygets under the skin
Engagement
Different feedback
Higher relevance
65%
2x more visuals
47 vs. 87 words
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PORTRAIT
OUT OF
THE BOX
IN THE BOX
LANDSCAPE
How to mine insights?
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PORTRAIT
OUT OF
THE BOX
IN THE BOX
LANDSCAPE
How to mine insights?
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PORTRAIT
OUT OF
THE BOX
IN THE BOX
LANDSCAPE
How to mine insights?
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Insight
validation, a
necessary
step!
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Prioritizing
in the fuzzy
front end
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Relevance Freshness Excitement Contagious
Conversations
INSIGHT
STRENGTH
+ + + =
To what extent can
you personally
identify with this
statement?
Aha, I did not think
of this issue or idea
this way before!
How excited would
you be if a solution
or message was
developed to
address the issue?
How often have you
noticed other
people talking
about the issue?
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From
validation
only tounderstanding
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137
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Overview dashboard | Refreshment
INSIGHT TESTEDINSIGHT STRENGTH
Top 20%21-40%41-60%
61%-80%Bottom 20%
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WE ARE BETTER AT PREDICTING
OTHER PEOPLE’S BEHAVIOUR
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PARTICIPANTS AS
CO-RESEARCHERS
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Task 1: Your breakfast moment
Task 1: Your breakfast momentTake a picture when you are heaving breakfast. What are you having for breakfast and why do you choose this?
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Meet eBay
Meet Katia
Idea topic
Idea topic
Idea topic
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NEW METHOD LED TO
RICHER DATA
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A permanentstate of insightactivation
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Impact: 11 unmet needs
*73% of MR staff said they consistently answer the
question “so what?” about the data they provide,
while only 34% of the business staff think they
answered this question. 59% of market
researchers agree that MR departments are
completing numerous small studies and not given
the time to explore the bigger picture. BCG study
(2009) The consumer’s voice, can you hear it?
The problem
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Without activation
insight is
useless
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Did you
start a meeting
with a story
on a consumer
insight?
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‘Speed dating’ consumers
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Leverage Consumer
Insights to the Max
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INSPIRATION WALL TILES
Concept & killer features Most important features
The studio consists of
several ‘walls’. Each
Inspiration Wall starts
from an insight platform
that uncovers a friction,
emotion or unmet need
from a consumer.
The Inspiration Wall
consists of different tiles
that users add. This can
be an observation tile, to
illustrates the insight. It
can also be an idea tile,
to turn the insight into
action.
STUDIO
A creative place where
employees, that share
a passion for their
consumer, build
Inspiration Walls
around consumer
insights together.
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How is your
circle looking?
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Martijn van Bijnen
[email protected]
+31 681 470026
Ashley Smith
[email protected]
+32 491 15 77 40
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