Insighting introduction

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The art & science of insighting
Starring Kristof De Wulf & Columbo

3. Who killed James Ferris?

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4 5 6

5. A structured process ...
... but also embracing creative chaos
Disciplined
imagination

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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

7. Insight research
unless you do something weird with it

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

9. FACTS INFORMATION FINDINGS ADVICE INSIGHTS

10. Insight idea
one insight is the basis of hundreds of ideas

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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

13. 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

14. The magic formula
Aha!x €It‟s me
You‟re right –I recognise this
You understand me (better than myself)

15. The magic formula
Aha!x €It‟s me
Source of inspiration for
... great branding
... great advertising
... great innovation
... great customer experiences

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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

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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”

18. 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”

19. 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!”

20. 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”

21. 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.”

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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

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A repeatable process
Observe

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It all starts with what we see
The power is in the mix
It all starts with what we see
Insights can be found if we accept that there is no “we” versus “them”

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I do not knowwhat I do
I do not rememberwhat I do

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A repeatable process
Observe Reframe

27. It’s about seeing the whole picture ...

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(Re-)framing and going beyond the obvious
„Doing the same thing over
and over, in the hope of a
different result, is insanity‟

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(Re-)framing and going beyond the obvious
Projective questioning
Crowbars for creative thinking
View conclusions as beginnings

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A repeatable process
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?

32. Write it on a blank sheet of paper,
with no supporting words
Is it still interesting?

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Insight screening
KPI’s
Clarity
Importance of
resolving
Brand fitContext fit Target group fit
Solution
awareness
Likelihood
solution finding
Identification Frequency Endurance
Recognition
Thought of
before
Relevance
Differentiation
Actionability

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

35. What went wrong?

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A repeatable process
Observe Reframe Validate Refine

37. “[…] the language you use is not arbitrary and
inconsequential; for an insight to have real potency,
the languagein 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

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3 online discussion groups with each a different focus
GROUP 1
EXPLORE
First online discussion group focuses on
exploration of the insight in different
directions. The outcome is a list of
possibilities to reword the insight.
GROUP 3
CONFIRM
In the final group, the insight holding most
potential is elaborated upon. The key objective
is the validate the power of the insight as
formulated based on the 2 previous sessions.
GROUP 2
FINETUNE
Based on the first group and what is legally
possible in terms of formulation of the insight,
a limited set of insights is tested more in-
depth.
Elaborating & finetuning the insight

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A repeatable process
Observe Reframe Validate Refine
Connect !

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Connected research philosophy
Connecting
methods
Connecting
marketing
thinking
Connecting
with
participants
Connecting
with
clients

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Not knowing what you are exactly looking for

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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

43. 43 43 © InSites Consulting6%
7%
6%
15%
30%
24%
7%
4% 5%
8%
6%
19%
35%
17%
5%
4%
We are different from our target audience!
CONSUMER TWIN SCORE6%
7%
6%
15%
30%
24%
7%
4% 5%
8%
6%
19%
35%
17%
5%
4%
Identification of marketeers with their target group
We are different from our target group!
64% 73%

44. 44 44 © InSites Consulting6%
7%
6%
15%
30%
24%
7%
4% 5%
8%
6%
19%
35%
17%
5%
4%
We are different from our target audience!Yet we have a lot of confidence ...
I know what consumers want
My own behavior helps me better
understand consumers' behavior
My gut feeling helps me understand
consumers' behavior
Because I spend a lot of time with
consumers, I understand them better
72% 70%
69% 69%
68% 67%
66% 67%

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Start walking in your consumer’s shoes

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

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Hawthorne effect
Researcher gaze
Time & cost intensive
Traditional ethnography
context
Participant
R

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Traditional ethnography
context
Participant
360°ethnography
Participant
context
Crowd interpretation

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

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The shopping experience through consumers eyes
Different touch points
POST-SHOPPING
SHOPPING
Finding a
parking spot
Enter the store
Find the products
on my list
Exploration (new
products, social, ...)
Waiting at checkout
Scanning
Packing up the
goods
Driving home
Putting away the
goods
Finding a trolley
Finding a coin
for a trolley
Going to the
shop
PRE-SHOPPING
Making my
shopping list
Paying
Empty bottles?

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2%
1%
65%
23%
6%
5%
9%
18%
35%
26%
4%
Exposure Impact
Two types of importance for each touch point
Exposure versus impact
Parking TrolleyEntranceShopping Check-
out
Packing
3%

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24%
30% 28%
35%
40%
23%
41%
44% 47%
36%
29%
67%
35%
26% 25%
29% 31%
Major improvement Minor improvement Neutral comment
Performanceof each touch point
Parking TrolleyEntranceShopping Check-
out
Packing

53. Indulgence

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Indulgence:
daylight

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Indulgence
Observe environment
clean?
Observe staff?
Observe products in
the neighbourhood
Observe goods
Calculate price

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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

57. Unilever I Marmite
Turning a problem
into an opportunity

58. 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

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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

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62. Chiquita I Fruit in a bottle
What happens if ...

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

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Start walking in your customer’s shoes

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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

67. Diageo I Johnnie Walker
Who are our users?

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CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
The presumed target group?

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Online safari
ENGAGE
CONTENT
PROFILE
Universe
detection
Data collection:
scrape the
internet

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SELF DIRECTION
HEDONISM
INSPIRATION
AMBITION

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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

73. [email protected]
+32 496 23.29.20
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-
Lab/ForwaR-D-buzz/page.aspx/180?buzz=2

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Some final
questions or
remarks?
[email protected]
+32 496 23.29.20