consumer insightment smartees seminar 2012 (ghent - be)

Consumer Insightment

Smartees Seminar

This is the full slidedeck of our

Consumer Insightment Smartees

Seminar. The main focus is on

consumer insightment and how one

can arrive at potent consumer insights.

The main theme is elaborated, followed

by some interesting case studies of

AirFrance KLM and AB InBev.

Thanks for being here! Hakim Zemni, Managing Director InSites Consulting Belgium

I have a passion for media, politics, music & movies.

I am happily married, a proud dad, a mediocre

soccerplayer and a great facebookfriend

I am often described as „an opinion on 2 legs‟

I love my job because I‟m fascinated by the question

“why do people do what they do?”

[email protected]

@hakimzemni

be.linkedin.com/in/hakimzemni

http://www.twitter.com/

http://www.linkedin.com/

# insites

# mrx

IMMERSION

A. Get out into the world and explore key

knowledge gaps from multiple angles

B. A projective technique which allows

research participants to share inner

feelings

U&A

A. Understanding & Associations

B. Usage & Attitudes

CROWD INTERPRETATION

A. Looking at and interpreting crowd behaviour

captured in photo, video & stories

B. Analysis of research data by a group of

research participants instead of researchers

IWIK’s

A. I Wish I Knew’s

B. Insight Writing Intelligence Knowledge

C. A bunch of furry Star Wars characters

New York I Timisoara I London I Rotterdam I Ghent

www.insites-consulting.com

The Path to Insightment

A holistic process

I’m Ashley

43 years, living in East Flanders, have

also lived in Amsterdam, Frankfurt,

London and Sydney.

Now Business Director at InSites

within our FMCG group and have

previously spent many years helping

companies like Philips become more

consumer centric.

I also run various innovation themed

workshops – consumer insight and

concept creation formats

Recognise this mission statement?

“The consumer is to

be at the heart of all

our innovation,

branding and

communication ”

The typical ‘reactions’ to this

I am inspired!

I am a bit concerned….

Get me out of this company!

1. Who should be involved?

2. Who is responsible/accountable?

3. How much does it all cost?

Even companies that are

already consumer focused

are challenged to improve

the process to produce

‘better’ insights

If you want success,

you must be

super relevant

28 28

Our insightment traject

29 29

The road to success

30 30

The road to success

Todays focus on insights only

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The art & science of insighting

in•sight |'in¡sït| Noun

The capacity to gain an accurate and deep intuitive understanding of a person or thing

in•sight•ful |in-sahyt-fuhl| Adjective

Characterized by or displaying insight; perceptive

Insight fact

Insight observation

Insight accepted consumer

belief

Insight > observation

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

Insight idea

one insight is the basis of hundreds of ideas

“Men aged 25 to 40 are consuming less beer than 5 years

ago”

FACT/TREND

“As I have grown older, I like to display more sophisticated

food and drink tastes. I used to drink quite regularly but feel

that beer doesn’t offer as many sophisticated options as

compared to wine/spirits”

What are these statements?

“When men and women drink beer together with an evening

meal at home they often share a bottle of beer”

OBSERVATION

CONSUMER INSIGHT

37 37 © In

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The road to success

38 38

A crucial stage that can go wrong

Are we clear about our target group?

Is the business issue sufficiently defined and

opportunity attractive enough?

Which brands are to be involved?

Briefing

39 39

The road to success

40 40

Secondary research

Past research

Observing natural communities

Getting answers without

asking questions eg Social

media netnography

Leverage

41 41

“If we knew what we already know”

Issue – no structured

process or internal

workshop

42 42

The

investigation

Connecting the dots

from previous research

Capture existing

assumptions

43 43

The road to success

44 44

Get out into the world and explore key

gaps and knowledge hotspots from

multiple angles.

Issue = often limited observational or

qualitative data, relying on more limited

or quanti U&A methods

Immersion

45 45

Crowd interpretation is the analysis of research data by a group of research participants in

order to obtain richer, more accurate insights

46 46

20-40% additional insights only

found by consumers

No quality differences

between researchers, experts and

crowd

47 47

The road to success

48 48

Insight Writing

Is an art in itself

49 49

Frictions the consumer

is motivated to solve

Focusing on a single

Minded idea

50 50

Finding The Fresh versus

The known

51 51

Consumer Insight

Writing Workshop

1.5 days

Cross discipline attendees

Output = draft insights

52 52

Some common issues

The ‘trend’ insight Going into concept/idea creation without validated consumer insights, using trend and desk research only

Consumer emotions/motivations not fully understood

Risk of extending frictions to another category without a proven link.

High level human truths often have a weak link with a specific category

1

‘IWIKS’ Everywhere

Output of the leverage phase is a lot of ‘IWIKS’ (I wish I knew)

Temptation is to rush into idea creation or insight writing based on gut feeling only

2

The ‘overachieving community’

Our immerse phase is so successful we have loads of potential insights, but which ones are the most potent to pursue?

Innovation dollars are not limitless

Insight Validation is the next step

3

56 56

Nice story Ashley….

But we don’t have

a money tree

57 57

Some tips

58 58

Do the leverage phase diligently

You might be surprised what you know already!

Nethnography is a cost effective research

method

1.

59 59

2. Choose immersion over

validation

The immerse phase (preferred

tool = community) should be given

priority over the validation phase

- it is a very rich tool and can be

used to „validate‟ potential insights

in a limited way

60 60

3. At least some

ethnography!

61 61

Subscribe to daily consumer news

to keep the different client

stakeholders involved throughout

the field work – each person

selects the desired channel to stay

tuned

Stay tuned

The report

3 things to remember

Consumer insight generation

requires a structural approach

Consumers are best involved in

every stage of the process

Engage, inspire, act!

Click here for the case study of AirFrance KLM: The Research Carousel

http://www.slideshare.net/InSitesConsulting_onStage/doing-more-with-less-crossing-the-boundaries-of-qualitative-research-to-increase-business-impact

Let’s have a coffee break!



Forza! Community Generating insights on the CSD market

Nice to meet you!

Sophie Van Neck, Research Manager FMCG

Nearly 30, but not just yet , joined InSites

Consulting 5 years ago and working in the Belgian

office and focusing on qualitative research.

Background as a political scientist and a passion for

American politics.

When I am not talking about FMCG or qualitative

research, I am mainly focused on my love Stefan,

reading for the book club I‟m in or exploring the world.

[email protected]

@sophievanneck

http://be.linkedin.com/in/sophievanneck

http://www.twitter.com/


Nice to meet you!

Caroline Stout, Head of consumer insights BeNeFraLux

Mid 30s and mother of 3 children. Started my career

at Nielsen and moved on to several functions at Mars,

yet always occupied with marketing, insights and

consumer behavior. Now nearly 2 years at AbInBev

as Head of Consumer Insights.

In my free time, I am very active at the school of my

children and love to go to the Belgian coast or skiing

in the mountains.

[email protected]

http://www.linkedin.com/pub/caroline-stout

/2/462/84a


THE CHALLENGE

AB InBev enters CSD market

An alcohol free alternative to Jupiler

Consumer feedback…

…was positive & negative

“Tastes rather watery &

sweet, with a sticky

aftertaste”

“Actually the taste was quite

good.”

The relaunch

New flavors

The relaunch

New positioning

Increase understanding…

…of Force in the CSD market

THE APPROACH

1. Explore very individual behavior

2. Explore very subconscious behavior

3. Explore very habitual behavior

Mijn frisdrank, mijn wereld

MIJN FRISDRANK

THROUGH DIFFERENT

OBSERVATIONAL TASKS

THROUGH DIFFERENT

CONTEXTUAL TASKS

CSD

market

Target group

Into 2 different fields

Funnel approach

From beverages over cold beverages to CSD

This is CSD

Can you give me 10 pictures that you associate with soft

drinks?

1

I need a drink!

Can you send me daily pictures of occasions when

you drink, what you drink and why you choose that

drink….

2

Cold drinks!

Can you send me pictures of occasions when drink

cold beverages and the need they fulfill at that

moment….

3


Mijn frisdrank

Wat betekenen frisdranken voor jou?


MIJN FRISDRANK

THE OUTCOME

649 consumer pictures

435 consumer stories

Ready for analysis

Top down tagging

Bottom up tagging

Internal brainstorm

Immersion workshop

5 insight platforms

There are three different types of energy that

are required throughout the day. There is an

energy boost, the kind of energy that

(re)charges you and then the type of energy

that keeps you going.

“Het is organisch wat mooi meegenomen is, maar belangrijker is dat het wel degelijk werkt ook. Je krijgt er een kleine boost van (het is geen red

bull).”

“Ochtends (6 u) moet ik koffie hebben, maar

wanneer ik rond 10 u een dip voel opkomen, dan volgt er een tweede tas.”

“In de namiddag heb ik soms problemen om geconcentreerd te

blijven & dan grijp ik snel een ijsje uit de diepvries”

“s Morgens is het soms moeilijk opstaan en dan kan een goeie

warme douche deugd doen. Daar word ik wakker van en dat geeft

mij energie om de dag te beginnen.”

“Even wat extra kracht opdoen na een nachtje

uitgaan”

“Leuk om te zien dat ze bij Jupiler echt wel actief aan de slag gaan met onze

input! Ik ben benieuwd naar wat er op al die gele en roze post-its zou staan

geschreven...”

“Inderdaad leuk dat er wat gebeurt met onze inbreng, creatieve manier om

informatie uit je doelgroep te krijgen!”

“Perfect! Het leek me alleszins een vruchtbare en creatieve vergadering :) En ja, we hebben er nog steeds zin in!!”

Increase understanding…

…of Force in the CSD market

1. Explore very individual behavior

2. Explore very subconscious behavior

3. Explore very habitual behavior

Let’s talk!

Sophie Van Neck

Research Manager FMCG, InSites Consulting

[email protected]

Caroline Stout

Head of Consumer Insights BeNeFraLux, AB InBev

[email protected]

http://www.linkedin.com/in/sophievanneck http://www.linkedin.com/pub/caroline-stout/2/462/84a



Insight Validation Tool

Quantification with understanding

The road to success

Meet us in one of our 5 offices

Connect on LinkedIn

Become friends on Facebook

Download free content on Slideshare

Read corporate InSites Consulting blog

Read ‘Conversation Management’ blog

Read ‘How Cool Brands Stay Hot’ blog

Join our ‘Smartees’ events


Stay tuned!

x x =

Our magic formula?

Aha! It’s me !!!


Connect on LinkedIn








Stay tuned!

Insight Validation

Our beliefs on what constitutes a winning insight

Consumer Identification Is it relevant for our target?

Excitement Am I excited about a solution or message?

Aha! Is it a new way of looking at things?

Talkability Is it a topic that triggers a lot of conversations, or is often

heard discussed?


Connect on LinkedIn








Stay tuned! Freshness

Excitement

Relevance

Consumer

language Contagious

The trial

Your turn - judge the quality of the insight

Beyond quantitative benchmarking

advanced supporting tools and metrics

Drivers & Barriers

Emotions Targeting Brand Fit Enhancements

Why

consumers do

or don’t

identify with

your insight

Which

emotions

does an

insight trigger

and what is the

relative

emotional

positioning?

Can we identify

interesting

additional

target groups

that have even

higher

identification

with the

insight?

Is the issue or

sentiment in

the insight

seen as close

or far away

from my key

brand/s and

competitors?

How to

improve the

quality of the

insight

Reporting Examples

Reporting

INSIGHTS TESTED

Insight A 66

Insight B 63

………… 62

57

55

49

44

Score is composite weighting of:

100% top box ‘very clear’ +

50% second box = ‘quite clear’

Observations, main outtakes, conclusions text

Clarity Insights are evaluated green/red, based on full database cut-off levels

Reporting

Dashboard INSIGHT TESTED

140 Insight A

136 Insight B

131 …………………

124

124

120

110

92

KPIs

Top 20% 21-40% 41-60%

61%-80% Bottom 20%


IDENTIFY TALKABILITY EXCITEMENT AHA

Colour indicates whether top 1/5th or middle, bottom, etc.

This is a composite score based on combining standardized scores

for the KPIs at agreed weightings 100 = average score for the tested set of insights

Deep Dive per insight Identification Drivers and Barriers

“I see discovery in life as a game that i like to play, which is why i get excited

when i discover truly new tastes in food”

Top 3 Words marked per country

XXXX XXXX XXXX

XXXX XXXX XXXX

XXXX XXXX XXXX


Reporting

Deep Dive per insight Identification Drivers and Barriers

Selected verbatims Selected verbatims

Barriers Open-ended question – Could you please explain why you can not personally identify with the statement?

Drivers Open-ended question – Could you please explain why you can personally identify with the statement?

Net Identification Score

The main driver for identification with this insight is………..

The barriers are mainly………………..

3%3% 5% 13% 28% 33% 16%

Low identification - - - - - - 0 + ++ High Identification +++

66%

Reporting

Reporting

Supporting Metrics Emotions

• Output consists of a relative positioning of the insights in terms of the emotional space they

occupy.

Full of contempt Resentful

Insight 5

...beers would come in less unnecessary packaging.

Insight 2

Insight 3 Insight 4

Admired

Afraid

Aggressive

Amazed

Angry

Ashamed

Astonished Beautiful

Bored Cheerful

Despair

Disappointed Disgusted

Dominating

Enthusiastic

Excited

Furious

Gloomy

Happy

Insecure

Irritated

Lonely

Love Nervous

Pessimistic

Proud

Regretful

Rejected Relaxed

Respect

Sad

Satisfied Surprised

Tense

Tired

Worried

Surprise

Anger

Beauty

Happiness

Excitement

Relaxed

Social

Loneliness

Disgust

Sad

Weak

Despair

I feel guilty about the amount of rubbish I am wasting

Supporting Metrics Target Group Analysis

Target group that Insight resonates most strongly with: Higher frequency drinkers (more than once week) Aged 46-65

Segments’ road map for highest score

How to Interpret?

Number refers to the composite score for a specific segment

% is the proportion of those who saw

the insight that lie on that segment

Insight

130

100%

> Freq. drinkers

132

43%

LDA-30; 31-45

121

28%

Suburbs/Villages

127

11%

City

117

17% 46-65

151

15%

< Freq. drinkers

128

58%

Female

134

17%

46-65; 31-45

131

11%

LDA-30

138

6%

Male

125

41%

Suburbs/Villages

112

19%

City

136

22%

• In many cases, insights will be tested within a wide target group. In can be interesting to

understand if there are sub-targets for which a particular insight has even stronger resonance.

• To support this, we run a Tree Classification exercise, where all relevant predictor variables can

be included (socio-demo, attitudinal, consumption etc)

Reporting

Supporting Metrics Category and Brand Fit

Reporting

Above index 120

> Average

Index average = 100

< Average

Below index 80Observations, main outtakes, conclusions text

Through a projective technique, we measure how close or far away an insight is perceived to be to

a particular brand. For example, an insight that refers to healthy lifestyle aspirations will be far away

from the Alcoholic Spirits category. On a brand level, Coke might be seen as distant from a sentiment

that also refers to health

Within the survey, we include a list of the client brands/sub brands & key competitor brands.

Brand 1 114

Brand 2 86

Brand 1 88

Brand 2 87

......... 85

85

84

76

75

74

66

Interpretation

Reporting includes suggestions for improving insights

Reporting 114

Open-ended question – If you had to describe to your friends what this statement is about, what would you tell them?

Word marking – Which words in this statement, if any, would you not use personally?

Representative verbatims and analysis included here

Recommendations to improve insight: (both clarity and identification) XXXXXXXXXX

“I like to be the center of attention when I go out socially and find beer never helps

me achieve this”

Top 3 Words marked per country

XXXXX XXXXX XXXXX

XXXXX XXXXX XXXXX

XXXXX XXXXX XXXXX

Moderation Workshops

Participating Workshops

Insight writing advice

InSites has experience in

designing and

moderating Insight

Generation and Writing

workshops.

Our team includes

senior marketing

professionals who have

client-side experience.

Insight Validation

InSites frequently

participates in Insight

writing workshops,

sharing best practice on

insight generation and

formulation techniques.

Our Insight Validation tool

includes a free review of

client generated insights

to suggest optimisations

before testing.

Our InSites team are

expert insight writers.

Insight Validation Value Added Supporting Services

Questions? Remarks?

Feedback?

Stay tuned! (http://smartees.insites-consulting.com/smartees/)

http://smartees.insites-consulting.com/smartees/





drinks!

consumer insightment smartees seminar 2012 (ghent - be)

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