On November 27, InSites Consulting organized a Webinar on 'Insight Driven Ideation'. The main focus is on how to obtain better consumer insights in a systematic way. This main theme is being elaborated and illustrated by a case study of AirFrance KLM

1. Insight Driven Ideation
Smartees Webinar
This is the full slidedeck of our „Insight
Driven Ideation‟ Smartees Webinar. The
main focus is on how to obtain better
consumer insights in a systematic way.
This because solid consumer insights are
key for successful innovation of products,
brands and communication. The main
theme is also being illustrated by a case
study of AirFrance KLM.

2. What to expect in today’s webinar ?
“the road to insights”
1 InSites Consulting approach to bring structure in the chaos
of the fuzzy front end of innovation
2 A client case – Air France / KLM

3. “We are sitting on a pile of
research data”
“We feel we do not have access
to the data we need to generate
new insight”
“We wish we could extract more
insight from existing data”
“We keep on
collecting new data”

4. The road to insights

5. 1 Knowledge Leverage
How do we empower/engage consumers and which tools do we use throughout the process
to maximize knowledge leverage?
2 Internal Leverage
How to engage with team members and stakeholders throughout the process, how do we
activate insight and how do we keep the insight alive within the organization?
3 External Leverage
How do we design the research in a way that it offers conversation worthy content for the
consumers and beyond?

6. The road to insights

7. 1. Leverage
Connecting the dots
BRAIN DUMP: STRUCTURE WHAT WE ALREADY KNOW - WIKI
BRAIN STRETCH: IDENTIFY THE KNOWLEDGE GAPS - IWIK
Leverage
7

8. The road to insights

9. 2.Immersion
Get under the skin of consumers
Individual ethnographic blog
Task driven
What we do with people
is as important as
www.insites-consulting.com
Ghent I Rotterdam I London I Timisoara I New York
what we ask them

10. 2. Immersion – observation guide
Week 1: Current Behavior Week 2: Disrupting Behavior/Perspective
Present yourself and your environment Activation/Deprivation
My skincare ritual Reverse observation
Product usage and evaluation Specific missions – e.g. perform task under time
pressure
Immersion

11. 2. Immersion – blog platform and technology
Mobile app
Online blog
Cockpit
Consumer news
Immersion

12. The road to insights

13. 3. Selection of meaningful observations
Categorize and select the observations for further interpretation &
insightment.
Top-down
We categorize data We let the data speak
Bottom-up
Select
meaningful
observations

14. The road to insights

15. 4. 360° understanding – crowd interpretation
Crowd interpretation is the analysis of research data by a
group of research participants in order to obtain richer, more
accurate interpretation of data that leads to insights.
Empower and engage the client and the consumer in analysis through a gamified experience
20%-40% additional interpretation from the same data
Same quality of interpretation
Crowd
interpretation

16. The road to insights

17. 5. Insight generation
IMMERSE
CONVERGE
DIGEST
CLUSTER
STRUCTURE
Consumer insight
Aha! X it’s me x =
Insight
generation

18. The road to insights

19. 6. Insight validation and prioritization of opportunities
Insight Validation ensures that product, branding or service
innovations are built upon proven consumer needs and those
needs with the highest potential to influence consumer
behavior.
BENEFITS
This increases the success rate of concepts tested (up to 20%).
Improved knowledge and discipline on consumer insight formulation.
KPIs
INSIGHT FRESH
RELEVANCE EXCITEMENT
STRENGTH FEEL
HOW? 177
Les produits fraichement préparés ont toujours un meilleur goût. J’aimerais pouvoir apprécier à tout moment la fraîcheur d’une
bière pression tout juste brassée.
J’adore les découvertes surtout quand on peut les partager. C’est pourquoi j’aime ramener de nouvelles boissons de mes voyages
162
4 core KPI‟s
pour les faire découvrir à mes amis.
J’aime bien la bière mais les grandes marques proposent finalement toujours un peu la même chose, j’ai envie de découvrir une
155
bière qui me surprend.
154 Je suis à une période de ma vie où j’ai toutes les cartes en main. Je veux tout faire, tout voir, tout vivre pour ne pas avoir de regrets.
Identification 149
149
Je suis exigeant dans ma consommation. C’est pour ça que je recherche des produits à la fois plus savoureux et meilleur pour la
planète.
J’aime dénicher des produits spéciaux, plus recherchés, offrant une meilleure qualité, et qui ne sont pas consommés par tout le
monde.
Talkability 141
135
J’aime la bière, mais les blondes manquent souvent de personnalité. J’aimerais une bière qui se démarque avec sa singularité.
Bien qu’une vie intense soit épanouissante, on a parfois besoin d’appuyer sur « pause »: Pour se reconnecter avec nous même et
mieux repartir.
J’aime partager une bonne bière lors des soirées entre amis, mais la bouteille n’est pas assez classe pour être offerte comme une
Aha! 130
127
bouteille de vin ou de champagne.
En soirée, le bonheur c’est de pouvoir se lâcher sans risquer de déraper
Au cours d’une soirée, on a parfois besoin de reprendre des forces, se rafraîchir pour mieux repartir tout en restant dans
Excitement 115
106
l’ambiance de la fête.
J’aime la bière, mais il n’existe pas de conditionnement pratique et moderne qui me permette de l’emporter avec moi et de la
consommer quand je veux.
Cultiver et afficher ma différence me permet d’affirmer qui je suis. Je souhaiterais afficher ma réussite sans être arrogant, trouver
105
le truc qui va me distinguer sans m'exclure.
Insight validation

20. 6. Insight validation and prioritization of opportunities
Drivers & Emotions
Barriers Targeting Brand Fit
Insight validation

21. The road to insights

22. 7. Insight activation - workshops
Insight activation

23. 7. Insight activation – Co-creation community
www.insites-consulting.com
Ghent I Rotterdam I London I Timisoara I New York

24. 7. Insight activation – keeping insight alive
“We are sitting on a pile of
research data”
“We feel we do not have access
to the data we need to generate
new insight”
“We wish we could extract more
insight from existing data”
“We keep on
collecting new data”
Insight activation

25. 7. Insight activation – keeping insight alive
Insight activation

26. At HEINEKEN, we aim to ensure that our
innovations are brand led and consumer
inspired. The InSites approach has helped us
gain a consistent understanding of consumer
motivations, right across the business.
At the same time, the benchmarks we have
created are helping us make consumer-led
decisions on where to focus our energy and
resources.
Paul Stanger, Global Innovation Manager,
Heineken

27. +1 646 386 9852
filip@insites-consulting.com
@filip_deboeck
Contact

28. Improving the
flight transfer experience
Understanding & listening to frequent flyers
Niels Schillewaert, PhD
Managing Partner USA, Co-founder InSites Consulting

29. Imagine…

30. Phase 1
Insightment
Observation leads to insight discovery

31. Phase 2
Ideation &
Concept Development
Insightment
Discussions placing insights in perspective
Idea generation by frequent travellers

32. Phase 3
Ideation &
Concept Development
Validation
Insightment
Quantitative and emotional validation of 4 selected
concepts

33. Phase 1
Insightment
Observation leads to insight discovery

34. “If we only knew what we already know”

35. Connecting the dots

36. Insightment community
CROWD
BLOG DISCUSSION
Follow passengers INTERPRETATION
Get in-depth Shape the insights
on their journey
insights

37. Stay tuned
Air France KLM could
subscribe to consumer
news
Dear,
The co-creation transfer project started just over a week ago and have gathered a lot of valuable input
from your transferring passengers. We hope you enjoyed the consumer news!
The first phase is coming to an end and we are crafting our insights. In the beginning of next year. We are
starting with the co-creation of new ideas.
So just for the holidays we would like to ask you one hour of your time. We want you to play an online
game together with the frequent flyers in this study.
The goals of the game is to analyse the needs from the transfer passengers. We will show you 5
consumer stories and it‟s your goal to describe as accurate as possible what the needs is from this
passenger.
Your input will be showed to the passenger who posted the story. The customer will give you points: the
better you have analysed their needs, the more points you can collect!
No competition without a price! Beside the honour you can also win this KLM sport bag:
<picture bag>
You can play the game until the 15 th of December. We will announce the winner of the gam e on the 23th of
December!
<add link game>
Let the game begin…
Hungry for more consumer stories: Read more and complete customer stories on our “Transfer news”
weblog: (username: AFKL | password: AFKL2011!)
ADDITIONAL INFORMATION

38. The results?

39. Phase 2
Ideation &
Concept Development
Insightment
Discussions placing insights in perspective
Idea generation by frequent travellers

44. Ideation by Air France and KLM

46. Concept writing

47. To conclude
Involving consumers connects multiple stakeholders
and demystifies the front end of innovation.
Key customers are an important „partner in crime‟
in reaching competitive advantage.
Product service development and communication changes
It‟s not about delivering slides,
it„s about making research actionable.

48. +1 646 386 9853
niels@insites-consulting.com
@niels_insites
Contact

49. Check our upcoming Smartees on :
http://smartees.insites-consulting.com