Smartees Summer School: the Art of Insighting

2ASHLEY@INSITES-CONSULTING.COM

I’m Ashley
44 years, Australian now living in
Gent area of Belgium, have also lived
in Amsterdam, Frankfurt, London and
Sydney.
Business Director and Head FMCG
and have previously spent many
years helping companies like Philips,
Heineken become more consumer
centric, with a special focus on
Insighting and Innovation.
I also run various innovation themed
workshops – consumer insight and
concept creation formats
ASHLEY@INSITES-CONSULTING.COM

‘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’s Consumer Insight

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

Back to school

What is an insight for you?

What is not an insight?

Insight ≠ observation

Insight ≠ (big) data

Insights ≠ ideas
2005 2013

In-sight |’in.sit|

It’s me!

Why
insights
are like
refrigerators

I want to
change

Relevance
A good insight is
recognizable & real
to a consumer.
Freshness
A good insight is a
fresh way of looking
at things.
Emotion
A good insight
creates an
emotional desire to
change.
In-sight |’in.sit|
Key to success
A good insight creates
the foundation for
actionable marketing
decisions; ultimately
leading to a
competitive advantage

Quick
Insight Quiz

What is this?
“the volume of coffee consumption among 18-
25 year old consumers is declining for
2 years now”
Hypothesis Observation Insight
A B C

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”
Hypothesis Observation Insight
A B C

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.”
Insight Observation Hypothesis
A B C

It’s just a
starting point

It is the DNA of
your product

It can enter
every touchpoint

Different kinds of insights
BRAND
Content
Can be category
related or a
general life
ambition
Highly emotional
PRODUCT PACKAGINGCOMMS SHOPPER
Content
Tends to be
more category
related but can
be general life
ambition
Content
Tends to be
category related
More functional
Content
Can be category
related or a
general life
ambition
Highly emotional
Content
Tends to be
category related
More functional
In DNA insights are all the same, but the content or story being told can be different:

Clue =
Meaningful
observations
A hypothesis An insight
1 2 3
Developing insights
Transformation of an insight
Observations
0

What is a clue?
A striking or interesting observation
based on research data that is relevant
for the wider business issue or project

#1 EMOTION.
#2 REPETITION
#3 FRICTION
#4 SAY ≠DO
#5 SURPRISE
What makes an observation interesting?

Examples
Where there is a
“say / do” gap
Things people always say
that we hear so often it’s
tempting to ignore
Where consumers use strong
language, metaphors or
analogies.
Where what they say contains
some sort of conflict
33
“Beer
makes you
fat"
“I really hate it when
I have to pick up my
kids from the
school, its like a
warzone’”
They said: “When I go
shopping I stick to the
items on my shopping list
But: When you examine
their shopping basket there
is a lot of ‘impulse’ items in
there
The top aspiration
of GenY is to
become a parent
(39%)
“I try to buy my
vegetables loose to
avoid packaging but
it’s difficult when
you’re in a hurry”
Surprising facts from
quantitative data

Everybody / Everywhere / Anytime

The virtuous
circle of
insighting

#1
Bottom up
listening

Structural Collaboration
with consumers

Deep Dive
Weeks
48 Hour
Challenges
Bottom-up
Feedback
Time
Intensity
Bottom-up
Feedback

“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.

R&D contribution
The lounge
What did we do?
xxxx
GETTING ANSWERS TO
QUESTIONS YOU DID NOT ASK

Front Line
Employees

Service
Agents
Customer

Social media
‘listening’
makes use of publicly
available user-
generated-content in
order to detect potential
insight areas

#2
Taking stock

You don’t
know what
you don’t
know
ASHLEY@INSITES-CONSULTING.COM MARTIJN@INSITES-CONSULTING.COM

Inventarize current knowledge

Mining the knowledge in your company

#3
Ad-hoc
generation

PORTRAIT
OUT
OF
THE
BOX
IN
THE
BOX
LANDSCAPE
How to mine insights?

PORTRAIT
OUT
OF
THE
BOX
IN
THE
BOX
LANDSCAPE

Immerse into the world
of the Urban Parent
Inspire entire Quinny team
Understand daily challenges
Context: mobility

Urban Parents
Consulting Board
120 urban parents
7 cities
3 weeks
2900 posts

Mobile collection really
gets under the skin
Engagement
Different feedback
Higher relevance
65%
2x more visuals
47 vs. 87 words

PORTRAIT
OUT
OF
THE
BOX
IN
THE
BOX
LANDSCAPE

59
Zoom OUT
to see more

60
BRAND
PRODUCT
CATEGORY

Let’s play a game

Look at the world
like a traveler

PORTRAIT
OUT
OF
THE
BOX
IN
THE
BOX
LANDSCAPE

65ASHLEY@INSITES-CONSULTING.COM MARTIJN@INSITES-CONSULTING.COM

PORTRAIT
OUT
OF
THE
BOX
IN
THE
BOX
LANDSCAPE

#4
Insight
Validation

Insight
validation, a
necessary
step!

Prioritizing
in the fuzzy
front end

Is it you?

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?

From
validation
only to
understanding

147
137
135
131
129
124
123
120
114
114
105
103
Overview dashboard | Refreshment
INSIGHT TESTEDINSIGHT STRENGTH
Top 20%
21-40%
41-60%
61%-80%
Bottom 20%

WE ARE BETTER AT EXPLAINING
OTHER PEOPLE’S BEHAVIOUR

PARTICIPANTS AS
CO-RESEARCHERS

Task 1: Your breakfast moment
Task 1: Your breakfast moment
Take a picture when you are heaving breakfast. What are you
having for breakfast and why do you choose this?

80
Meet eBay
Meet Katia
Idea topic
Idea topic
Idea topic
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ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

NEW METHOD LED TO
RICHER DATA

#5
Insight
Activation

Without
activation,
an insight
is useless

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

Spread
the word

Inspire!

Did you
start a meeting
with a story
on a consumer
insight?

Experience
the
insights

Leverage Consumer
Insights to the Max

THE INSIGHT ACTIVATION STUDIO
Collaborating on consumer inspiration

SPOT & SHARE
INSPIRATION
COLLABORATE
WITH COLLEAGUES
DISCOVER NEW INSIGHTS
THROUGH THE STUDIO
YOU CAN…

SHARE INSIGHTS FASTER
WITH MORE PEOPLE
MAKE INSIGHTS BETTER
TOGETHER INCREASE ROI OF INSIGHTS &
ACTIVATE COLLEAGUES FOR
BRAINSTORMING
THROUGH THE STUDIO
COMPANIES CAN…

How is your
circle looking?

Thank you!

Let’s go to the Q&A

ashley@insites-consulting.com
+32 491 15 77 40

Smartees Summer School: the Art of Insighting

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