Insighting introduction

The art & science of insighting
Starring Kristof De Wulf & Columbo
© InSites Consulting

1

A structured process ...

Disciplined
imagination

... but also embracing creative chaos

What is an insight?
Your point of view
Key features of an insight
Some examples

The insighting process
4 critical steps

Thinking out of the box
Change perspectives
Keep asking why
Make new connections
Get closer

6

Insight research
unless you do something weird with it

Insight > observation
insight is not so much about seeing the truth, as feeling it

FACTS INFORMATION FINDINGS ADVICE INSIGHTS

Insight idea
one insight is the basis of hundreds of ideas

I want to escape the limitations of my daily
routine life and enjoy the activity of fantasizing
about alternative identities, lives, or positions

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“A lot of times, people
don’t know what they
want until you show it
to them…”
Steve Jobs

12

The magic formula

Aha! x It‟s me  €
 Not immediately apparent
 You will know it when you see it
 Brings to the surface what was subconsiously there
 Surprising and fresh

The magic formula

 You‟re right – I recognise this
 You understand me (better than myself)

The magic formula

Source of inspiration for
... great branding
... great advertising
... great innovation
... great customer experiences

What is an insight?
Your point of view
Some examples

4 critical steps

Change perspectives
Keep asking why
Get closer

16

Diageo I J&B

“In a world of day-to-day constrains and social
pressure, consumers want nights out that offer
the promise that the unexpected can happen”

17

Diageo I J&B

“In a world of day-to-day constrains and social
pressure, consumers want nights out that offer
the promise that the unexpected can happen”

Mars I Whiskas

“If you could give your cat US$10 and send him off to the
grocery store to buy cat food, what would he bring home?
The answer (albeit theoretically) is: Live meat!”

Volkswagen I Beetle

“It wasn't just the need for a smaller car - there was a sizable
group of people who needed to be different and didn't express
themselves based on the size of their car”

P&G I Pampers

“Babies with healthy, dry skin are happier....and so better able
to play, learn and develop. The finding that babies are happier
when they have healthy skin rather than nappy rash was not
that new. The trick was uncovering the deeper emotional
significance.”

What is an insight?
Your point of view
Some examples

4 critical steps

Change perspectives
Keep asking why
Get closer

22

A repeatable process

Observe

23

ItIt power is in the mix see
all starts with what we
The all starts with what we see

Insights can be found if we accept that there is no “we” versus “them”

24

I do not know what I do
I do not remember what I do

25


Observe Reframe

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It’s about seeing the whole picture ...

(Re-)framing and going beyond the obvious

„Doing the same thing over
and over, in the hope of a
different result, is insanity‟

28

(Re-)framing and going thinkingthe obvious
Crowbars for creative beyond

Projective questioning

View conclusions as beginnings

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Observe Reframe Validate

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Will people get it?
Does it touch them?
Is it something new?
Is it simple enough?
Can you support it?

Will it effect change?
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Write it on a blank sheet of paper,
with no supporting words

Is it still interesting?

Insight screening
KPI’s

Identification Frequency Endurance

Relevance Thought of
Recognition
before

Solution Likelihood
Differentiation awareness solution finding

Importance of
Clarity
resolving
Actionability
Context fit Target group fit Brand fit

33

Over the course of 3 weeks, the 16 varieties of
lettuce in McDonald’s salads were planted and
grown on a soil-based billboard

34


Observe Reframe Validate Refine

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“[…] the language you use is not arbitrary and
inconsequential; for an insight to have real potency,
the language in which it is couched is at least as
important as the inner truth itself. For an insight to
have real potency, literal accuracy is less important
than its power to evoke.”

Bullmore 2005, WPP

Elaborating & finetuning the insight

3 online discussion groups with each a different focus

First online discussion group focuses on
GROUP 1 exploration of the insight in different
EXPLORE directions. The outcome is a list of
possibilities to reword the insight.

Based on the first group and what is legally
GROUP 2 possible in terms of formulation of the insight,
FINETUNE a limited set of insights is tested more in-
depth.

In the final group, the insight holding most
GROUP 3 potential is elaborated upon. The key objective
CONFIRM is the validate the power of the insight as
formulated based on the 2 previous sessions.

38


Connect !

Observe Reframe Validate Refine

39

Connected research philosophy

Connecting
methods

Connecting
with
participants

Connecting Connecting
marketing with
thinking clients

40

Not knowing what you are exactly looking for

41

What is an insight?
Your point of view
Some examples

4 critical steps

Change perspectives
Keep asking why
Get closer

42

We aredifferent from our target audience!
We are different from our target group!

Identification of marketeers with their target group

CONSUMER TWIN SCORE

6% 5%

7% 6% 8% 5%

6% 7%
64% 6% 8%
73%
15% 6% 19%6%

30% 15% 35%19%

24% 30% 17%35%

7% 24% 5%17%

4% 7% 4% 5%

4% 4%

43

Yet we different from ourconfidence ...
We are have a lot of target audience!

I know what consumers want 72% 70%
6% 5%

My own behavior helps me better 69% 69%
understand consumers' behavior
7% 8%

My gut feeling helps me understand
6% 68% 6% 67%
consumers' behavior
15% 19%

Because I spend a lot of time with 66% 67%
consumers, I understand them better
30% 35%

24% 17%

7% 5%

4% 4%

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Start walking in your consumer’s shoes

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Change perspectives

Observing Asking
Yourself Others
Secondary Primary
Photo Film
Behavioral Attitudinal
Inductive Deductive

46

Traditional ethnography

context

Participant

R

Hawthorne effect

Researcher gaze

Time & cost intensive
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Traditional ethnography 360° ethnography

context

context Participant

Participant

Crowd interpretation

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Video ethnography
 In cooperation with Colruyt Group
 8 shopping trips to an OKay supermarket with spycam
 Selection of interesting scenes by researchers
 Insight generation by the crowd: 371 TalktoChange
members comment on the observations

49

The shopping experience through consumers eyes
Different touch points
PRE-SHOPPING SHOPPING

Making my Going to the Finding a Finding a coin Finding a trolley
shopping list shop parking spot for a trolley

Exploration (new Find the products
Waiting at checkout Empty bottles? Enter the store
products, social, ...) on my list

POST-SHOPPING

Putting away the

Packing up the Driving home
Scanning Paying goods
goods

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Two types of importance for each touch point
Exposure versus impact

Parking Trolley Entrance Shopping Check- Packing
out
65%

35%

26%
18%
9% 23%
5% 6%
1%
3% 2% 4%

Exposure Impact

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Performance of each touch point

Major improvement Minor improvement Neutral comment

Parking Trolley Entrance Shopping Check- Packing
26% 25% out
29% 31%
35%

67%

36% 29%
44% 47%
41%

23% 40%
35%
30% 28%
24%
10%

52

Indulgence:
daylight

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Observe environment
clean?

Observe staff?

Observe goods

Calculate price

Observe products in
the neighbourhood
Indulgence

55

What is an insight?
Your point of view
Some examples

4 critical steps

Change perspectives
Keep asking why
Get closer

56

Unilever I Marmite

Turning a problem
into an opportunity

PROBLEM VERY FEW PEOPLE EAT MARMITE, YET THE PEOPLE WHO
DO ABSOLUTELY ADORE IT.

WHY? BECAUSE THOSE WHO DON’T EAT IT, HATE IT.

WHY? BECAUSE MARMITE EATERS ARE PERCEIVED TO BE
RARE AND SLIGHTLY ECCENTRIC (AND ARE LIKELY TO BE
CHILDREN).

WHY? BECAUSE THE PRODUCT HAS A VERY UNIQUE
POLARISING TASTE.

INSIGHT MARMITE EATERS NEED TO BE GIVEN THE CONFIDENCE
TO DECLARE THEIR LOVE FOR THE PRODUCT IN PUBLIC

What is an insight?
Your point of view
Some examples

4 critical steps

Change perspectives
Keep asking why
Get closer

60

Chiquita I Fruit in a bottle

What happens if ...

DEPRIVATION ACTIVATION

What happens on a psychological What happens on psychological
and physical level when 15 heavy and physical level with 20
fruit/smoothies eaters don‟t participants who don‟t often eat
consume their regular amount of fruit/smoothies, when they start
fruit/smoothies? eating more?

63

Start walking in your customer’s shoes

65

What is an insight?
Your point of view
Some examples

4 critical steps

Change perspectives
Keep asking why
Get closer

66

Diageo I Johnnie Walker

Who are our users?

The presumed target group?

SPORTS LOVE

QUALITY AUTHENTIC
WORK

STYLE STATUS FAMILY

WORK ONLINE

TECH HERITAGE CITYLIFE

PLAY TRENDS

SHOP 68

Online safari

ENGAGE

CONTENT

Data collection:
Universe
scrape the
detection
internet PROFILE

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HEDONISM
SELF DIRECTION AMBITION
INSPIRATION

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What did we learn from Columbo?

 Get closer & connect
 Make connections between seemingly unrelated
facts and observations
 Never overlook “unimportant” details
 Always dig deeper – “Just one more question”
 Immerse yourself in alternative roles
 Use your own personal experience
 Invest in validating & refining your insight

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Some take-ways

 Check out how connected you are:
http://www.insites.eu/meetthejonesestest/
 Subscribe for the next Smartees workshop on
observational research: 19/11/2009
 Freely download our (award winning) papers on
http://www.insites.eu/InSites/ForwaR-D-
kristof@insites.eu
Lab/ForwaR-D-buzz/page.aspx/180?buzz=2
+32 496 23.29.20

Some final
questions or
remarks?

kristof@insites.eu
+32 496 23.29.20
74

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