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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](https://image.slidesharecdn.com/insightingintroductionkristofdewulf-12682938687989-phpapp02/85/Insighting-introduction-37-320.jpg)
![“[…] 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](https://image.slidesharecdn.com/insightingintroductionkristofdewulf-12682938687989-phpapp02/75/Insighting-introduction-37-2048.jpg)
Uploaded byKristof De Wulf
Insighting introduction
1) The document provides an overview of the art and science of generating insights, outlining a structured yet creative process. 2) It discusses how to think outside the box by changing perspectives, asking questions, making new connections, and getting closer to customers. 3) A repeatable insighting process is presented involving four steps: observe, reframe, validate, and refine. Thinking techniques like immersing yourself in alternative roles and validating insights are emphasized.
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Insighting introduction
- 1. The art &science of insighting Starring Kristof De Wulf & Columbo © InSites Consulting 1
- 3. Who killed JamesFerris?
- 4. 1 2 3 4 5 6
- 5. A structured process... Disciplined imagination ... but also embracing creative chaos
- 6. What is aninsight? 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 © InSites Consulting 6
- 7. Insight research unless you do something weird with it
- 8. Insight > observation insightis 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
- 11. I want toescape the limitations of my daily routine life and enjoy the activity of fantasizing about alternative identities, lives, or positions © InSites Consulting 11
- 12. “A lot oftimes, people don’t know what they want until you show it to them…” Steve Jobs © InSites Consulting 12
- 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
- 16. What is aninsight? 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 © InSites Consulting 16
- 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” © InSites Consulting 17
- 18. Diageo I J&B “Ina 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 “Ifyou 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 “Babieswith 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.”
- 22. What is aninsight? 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 © InSites Consulting 22
- 23. A repeatable process Observe © InSites Consulting 23
- 24. ItIt power isin 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” © InSites Consulting 24
- 25. I do notknow what I do I do not remember what I do © InSites Consulting 25
- 26. A repeatable process Observe Reframe © InSites Consulting 26
- 27. It’s about seeingthe whole picture ...
- 28. (Re-)framing and goingbeyond the obvious „Doing the same thing over and over, in the hope of a different result, is insanity‟ © InSites Consulting 28
- 29. (Re-)framing and goingthinkingthe obvious Crowbars for creative beyond Projective questioning View conclusions as beginnings © InSites Consulting 29
- 30. A repeatable process Observe Reframe Validate © InSites Consulting 30
- 31. Will people getit? Does it touch them? Is it something new? Is it simple enough? Can you support it? © InSites Consulting Will it effect change? 31
- 32. Write it ona blank sheet of paper, with no supporting words Is it still interesting?
- 33. 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 © InSites Consulting 33
- 34. Over the courseof 3 weeks, the 16 varieties of lettuce in McDonald’s salads were planted and grown on a soil-based billboard © InSites Consulting 34
- 35.
- 36. A repeatable process Observe Reframe Validate Refine © InSites Consulting 36
- 37. “[…] the languageyou 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
- 38. Elaborating & finetuningthe 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. © InSites Consulting 38
- 39. A repeatable process Connect ! Observe Reframe Validate Refine © InSites Consulting 39
- 40. Connected research philosophy Connecting methods Connecting with participants Connecting Connecting marketing with thinking clients © InSites Consulting 40
- 41. Not knowing whatyou are exactly looking for © InSites Consulting 41
- 42. What is aninsight? 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 © InSites Consulting 42
- 43. We aredifferent fromour 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% © InSites Consulting 4% 4% 43
- 44. Yet we differentfrom 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% © InSites Consulting 4% 4% 44
- 45. Start walking inyour consumer’s shoes © InSites Consulting 45
- 46. Change perspectives Observing Asking Yourself Others Secondary Primary Photo Film Behavioral Attitudinal Inductive Deductive © InSites Consulting 46
- 47. Traditional ethnography context Participant R Hawthorne effect Researcher gaze © InSites Consulting Time & cost intensive 47
- 48. Traditional ethnography 360° ethnography context context Participant Participant Crowd interpretation © InSites Consulting 48
- 49. 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 © InSites Consulting 49
- 50. The shopping experiencethrough 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 © InSites Consulting Packing up the Driving home Scanning Paying goods goods 50
- 51. Two types ofimportance 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 © InSites Consulting 51
- 52. Performance of eachtouch 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% © InSites Consulting 52
- 53.
- 54. Indulgence: daylight © InSites Consulting 54
- 55. Observe environment clean? Observe staff? Observe goods Calculate price Observe products in the neighbourhood Indulgence © InSites Consulting 55
- 56. What is aninsight? 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 © InSites Consulting 56
- 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
- 59.
- 60. What is aninsight? 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 © InSites Consulting 60
- 61.
- 62. Chiquita I Fruitin a bottle What happens if ...
- 63. 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? © InSites Consulting 63
- 64.
- 65. Start walking inyour customer’s shoes © InSites Consulting 65
- 66. What is aninsight? 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 © InSites Consulting 66
- 67. Diageo I JohnnieWalker Who are our users?
- 68. The presumed targetgroup? SPORTS LOVE QUALITY AUTHENTIC WORK STYLE STATUS FAMILY WORK ONLINE TECH HERITAGE CITYLIFE © InSites Consulting PLAY TRENDS SHOP 68
- 69. Online safari ENGAGE CONTENT Data collection: Universe scrape the detection internet PROFILE © InSites Consulting 69
- 70.
- 71. HEDONISM SELF DIRECTION AMBITION INSPIRATION © InSites Consulting 71
- 72. What did welearn 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 © InSites Consulting 72
- 73. Some take-ways Checkout 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
- 74. Some final questions or remarks? © InSites Consulting kristof@insites.eu +32 496 23.29.20 74