Angie Hendershot - What? So What? Now What? Consumer Insights in a Data-Driven World

Angie Hendershot

1. Customer Insights What? So what? Now what? Angie Hendershot Digital Summit KC 2017

2. So, you think you know…

3. So, you think you know…

4. Session overview Today, we will work together to help you… Make the case for insights Create a common definition of an insight Find inspiration in examples where insights generated successful outcomes Explore affordable methods for insight fodder You will walk away with tools to help you… Practice insight identification Create activation ideas

5. The golden goose

6. Insight value Why care about customer insights? Make the Case Helps anticipate needs of the market and deliver on a brand value proposition Intermediary distribution channels are evolving and changing – or sometimes going away In sync with macro trends -- consumerism It is proven financially successful

7. H ow insights Strategic Thinking and do drive growth Find important Customer Opportunities to warrant the investment Explore Distinctive Capabilities to create strong solutions with appropriate quality and costs Identify Competitive Openings, to prevent loss of customers and profits Customer Opportunities Distinctive Capabilities Competitive Openings

8. Consumer Insights: A World-Class Marketing Trait How would you rate your organization: We possess the data and insight that provides a HOLISTIC understanding of our consumers’ needs, as well as the relative priority of those needs, across the decision making process and the entire use cycle.

9. Activating insights Sources of information and data Trends Industry data Competitive intelligence Employee and client feedback Consumer research WHAT? Map info to customer insight SO WHAT? Identify a potential new opportunity area/platform to explore NOW WHAT? Insight identification Beyond Data Mining and Social Media Monitoring

10. What they are not: e.g. Just facts or data Demographics A laundry list of observations, the “ what ” but with no “ so what ” behind it 83% of all households have some form of video recording capability The Hispanic population is growing at 8% annually Mom s shop at a fast pace for back to school Kids drag behind Very few dad s participate in the process Defining Insights: What they are not !

11. Defining Insights An insight must span two dimensions The psychological—what is “in” the mind of a consumer and The associated behavioral—the “sight” or the observable consumer action . cause-and-effect relationship

12. Arise from making new connections between different elements of human behavior, which provides a clue to the underlying motivation, need or desire. Are simple and focused rather than general. Arise from the context of the identified need provided by an ever-changing world. Are immediately useful because they suggest a new way of meeting that need with a marketing initiative or product . A true insight is the complex expression of needs, within the context that people are operating. Genuine insights

13. A simple framework Who Who are we talking about? What What is the need, want, belief or behavior? Is there a gap or barrier ? And why! (why, why, why) Why is it so desired? Why is it unmet or unfulfilled?

14. The most useful insights Unmet Unarticulated Underleveraged Ignored

15. Finding the holy grail The unmet and unarticulated space is the holy grail of consumer insights that serve a growth agenda Unmet and unarticulated get you to the unrecognized needs - the ultimate goal! And the hardest to attain. Unmet Met Articulated Unarticulated WHITE SPACE!

16. Crayola’ s No Mess Insight: What’s the why behind the need? Kids love to make messes. It ’ s fun! Parents are busy! Moms hate messes. They constantly work to prevent them (or clean them) No Mess! A tension that no one is addressing, or even admits! Parents want their kids to engage in the creative process (and don ’ t want to stop or impede it) Kids are messy

17. Misperceptionof “homeless” For the past five years, half of the homeless in KC have been families. < >

18. Some techniques for consumer insight learning Technique Consumer observation Day-in-the-life Description Observing the broader context of your consumers environment and actions Looking for delights and indignities Thinking of those as potentially “ your problem to solve ” Go live the issue yourself Experience the product or services Identify the upside and the shortcomings (indignities ) Example/notes Crayola “ No Mess ” issue Whirlpool and the full laundry cycle

19. Some techniques for consumer insight learning Technique Consumer experience mapping Ride- alongs (or call-center sit-ins) Description Map out the full “ Consumption Value Chain ” Look for ignored spots in that chain and thus unmet or underserved needs Sit in on a sales or service day or half-day at an appropriate venue Look for the patterns of requests, consumer problems and points of dissatisfaction Example/notes Financial planning and “ de- cumulation ” Retail sales or service centers In-the-field service operations

20. Activation idea development Customer insights have many uses Messaging Customer touchpoints Contact centers Web sites Apps New product development New category or client pitches Distribution

21. Consumer Insights Fieldwork Highlights Template Things the participant said or did that most surprised me Things that mattered most to the participant and areas where they are most dissatisfied Main themes that stood out Questions to explore or ideas to validate DATE: ________________________________ LOCATION: _____________________________________ RESEARCH PARTICIPANTS: ________________________

22. Consumer Insights: Unsolved Tensions Current Solution: Missing/Unmet Needs: We Want: We Get (or Use): Others Want: Summarize the current offerings the user gets. Also, list out other alternatives they leverage to get what they want (solve the problem). Could include their actions or inactions. Put yourself in the position of a consumer of your own offerings What would other constituents want? Other alternatives to solving the problem Things we want that we or the industry do not currently provide Summarize the current offerings

23. Consumer INSIGHTS Consumer INSIGHTS Developing Ideas at the Intersection of Insights Brainstorm ideas of how you would meet the unmet needs at the intersections

24. “The real act of discovery consists not in finding new lands but in seeing with new eyes.” — Marcel Proust Remember that Insights are Hidden Truths… Uncovered from a rich understanding of our customers ’ needs, wants, beliefs, and motivations that can be applied to unlock growth . Use empathy, go forth and see the world with new eyes

25. So, you think you know…