from aha! to eureka smartees webinar
DESCRIPTION
This is the full slidedeck our 'from Aha! to Eureka' Smartees Webinar, hosted on 21 November 2013. The presentation elaborates on what a consumer insight is (and what it is not), how you can mine them and how you can make them impactful for your company, through a variety of business stories, clear examples and tasks. Presentation by Kristof De Wulf (CEO, InSites Consulting) and Annelies Verhaeghe (Head of Research Innovation, InSites Consulting).TRANSCRIPT
![Page 1: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/1.jpg)
From Aha! to Eureka
Smartees Webinar
This is the full slidedeck of our ‘from
Aha! to Eureka’ Smartees Webinar. The
presentation elaborates on what a
consumer insight is (and what it is
not?), how you can mine them and how
you can make them impactful for your
company, through a variety of business
stories, clear examples and tasks.
![Page 2: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/2.jpg)
Annelies Verhaeghe
Kristof De Wulf
![Page 3: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/3.jpg)
Does the
future of
your
business
depend
on luck?
@annaliezze
@kristofdewulf
![Page 4: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/4.jpg)
The old
world is
gone …
@annaliezze
@kristofdewulf
![Page 5: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/5.jpg)
How fast
is fast?
@annaliezze
@kristofdewulf
![Page 6: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/6.jpg)
How much is too much?
@annaliezze
@kristofdewulf
![Page 7: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/7.jpg)
Expect the
unexpected
@annaliezze
@kristofdewulf
![Page 8: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/8.jpg)
@annaliezze
@kristofdewulf
![Page 9: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/9.jpg)
@annaliezze
@kristofdewulf
![Page 10: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/10.jpg)
You are NOT your
consumer
@annaliezze
@kristofdewulf
![Page 11: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/11.jpg)
It’s about
hardcore
listening
@annaliezze
@kristofdewulf
![Page 12: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/12.jpg)
@annaliezze
@kristofdewulf
![Page 13: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/13.jpg)
2. Getting to insights
What is an insight?
3. Activating insights
1.
@annaliezze
@kristofdewulf
![Page 14: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/14.jpg)
Children love what they
instinctively discover for
themselves
The brand behind...
@annaliezze
@kristofdewulf
![Page 15: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/15.jpg)
Children love what they instinctively discover for
themselves
@annaliezze
@kristofdewulf
![Page 16: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/16.jpg)
The brand behind...
@annaliezze
@kristofdewulf
![Page 17: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/17.jpg)
Be different
The brand behind...
@annaliezze
@kristofdewulf
![Page 18: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/18.jpg)
Be different
@annaliezze
@kristofdewulf
![Page 19: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/19.jpg)
The brand behind...
@annaliezze
@kristofdewulf
![Page 20: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/20.jpg)
I want to escape the limitations of my
daily routine life and enjoy the activity
of fantasizing about alternative
identities, lives, or positions
The brand behind...
@annaliezze
@kristofdewulf
![Page 21: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/21.jpg)
I want to escape the limitations of my daily routine life and enjoy
the activity of fantasizing about alternative identities, lives, or
positions
@annaliezze
@kristofdewulf
![Page 22: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/22.jpg)
The brand behind...
@annaliezze
@kristofdewulf
![Page 23: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/23.jpg)
Insight ≠ (big) data
@annaliezze
@kristofdewulf
![Page 24: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/24.jpg)
Insights ≠ ideas
2005 2013
@annaliezze
@kristofdewulf
![Page 25: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/25.jpg)
In-sight |’in.sit|
@annaliezze
@kristofdewulf
![Page 26: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/26.jpg)
It’s me!
@annaliezze
@kristofdewulf
![Page 27: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/27.jpg)
Why
insights
are like
refrigerators
@annaliezze
@kristofdewulf
![Page 28: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/28.jpg)
I want to
change
@annaliezze
@kristofdewulf
![Page 29: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/29.jpg)
Without
activation,
an insight
is useless
@annaliezze
@kristofdewulf
![Page 30: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/30.jpg)
It’s just a
starting point
@annaliezze
@kristofdewulf
![Page 31: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/31.jpg)
It is the DNA of
your product
@annaliezze
@kristofdewulf
![Page 32: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/32.jpg)
It will rule your mind
@annaliezze
@kristofdewulf
![Page 33: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/33.jpg)
It can enter
every touchpoint
@annaliezze
@kristofdewulf
![Page 34: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/34.jpg)
Getting to insights
1. What is an insight?
3. Activating insights
2.
@annaliezze
@kristofdewulf
![Page 35: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/35.jpg)
You don’t
know what
you don’t
know
@annaliezze
@kristofdewulf
![Page 36: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/36.jpg)
Consumers
are bad
witnesses of their own
behaviour
@annaliezze
@kristofdewulf
![Page 37: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/37.jpg)
Everybody / Everywhere / Anytime
@annaliezze
@kristofdewulf
![Page 38: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/38.jpg)
LANDSCAPE
PORTRAIT
OUT OF
THE BOX
IN THE BOX
How to mine insights?
@annaliezze
@kristofdewulf
![Page 39: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/39.jpg)
PORTRAIT
OUT OF
THE BOX
IN THE BOX
LANDSCAPE
How to mine insights?
@annaliezze
@kristofdewulf
![Page 40: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/40.jpg)
Don’t jump to conclusions
@annaliezze
@kristofdewulf
![Page 41: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/41.jpg)
@annaliezze
@kristofdewulf
![Page 42: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/42.jpg)
PORTRAIT
OUT OF
THE BOX
IN THE BOX
LANDSCAPE
How to mine insights?
@annaliezze
@kristofdewulf
![Page 43: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/43.jpg)
Context is key
@annaliezze
@kristofdewulf
![Page 44: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/44.jpg)
Use different perspectives
@annaliezze
@kristofdewulf
![Page 45: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/45.jpg)
The power of the crowd
@annaliezze
@kristofdewulf
![Page 46: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/46.jpg)
PORTRAIT
OUT OF
THE BOX
IN THE BOX
LANDSCAPE
How to mine insights?
@annaliezze
@kristofdewulf
![Page 47: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/47.jpg)
The advantage
of inconsistency
@annaliezze
@kristofdewulf
![Page 48: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/48.jpg)
Insight is about people
@annaliezze
@kristofdewulf
![Page 49: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/49.jpg)
It’s what
you do with
people
@annaliezze
@kristofdewulf
![Page 50: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/50.jpg)
@annaliezze
@kristofdewulf
![Page 51: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/51.jpg)
PORTRAIT
OUT OF
THE BOX
IN THE BOX
LANDSCAPE
How to mine insights?
@annaliezze
@kristofdewulf
![Page 52: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/52.jpg)
Reframe
@annaliezze
@kristofdewulf
![Page 53: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/53.jpg)
@annaliezze
@kristofdewulf
![Page 54: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/54.jpg)
It’s a
way of life
@annaliezze
@kristofdewulf
![Page 55: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/55.jpg)
@annaliezze
@kristofdewulf
![Page 56: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/56.jpg)
Activating insights 3.
2. Getting to insights
1. What is an insight?
@annaliezze
@kristofdewulf
![Page 57: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/57.jpg)
Show me the money
@annaliezze
@kristofdewulf
![Page 58: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/58.jpg)
@annaliezze
@kristofdewulf
![Page 59: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/59.jpg)
Is it you?
@annaliezze
@kristofdewulf
![Page 60: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/60.jpg)
Spread
the word
@annaliezze
@kristofdewulf
![Page 61: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/61.jpg)
Everybody
is curious
@annaliezze
@kristofdewulf
![Page 62: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/62.jpg)
Inspire!
@annaliezze
@kristofdewulf
![Page 63: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/63.jpg)
Capture (false)
assumptions
@annaliezze
@kristofdewulf
![Page 64: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/64.jpg)
@annaliezze
@kristofdewulf
![Page 65: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/65.jpg)
Market research as
an order-taking function
Consumer insight as a
source of competitive advantage
Sources: BCG Consumer Insight Benchmarking (May 2009)
Traditional
market
research
function
Business
contribution
team
Strategic
insight
organization
Strategic
foresight
organization
1 2 3 4
Where are you today?
@annaliezze
@kristofdewulf
![Page 66: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/66.jpg)
@annaliezze
@kristofdewulf
![Page 67: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/67.jpg)
@annaliezze
@kristofdewulf
Get out
of your
comfort
zone
1.
![Page 68: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/68.jpg)
Develop
daily
rituals
@annaliezze
@kristofdewulf
2.
![Page 69: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/69.jpg)
Think big, act radical
@annaliezze
@kristofdewulf
3.
![Page 70: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/70.jpg)
@annaliezze
@kristofdewulf
![Page 71: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/71.jpg)
@annaliezze
@kristofdewulf
![Page 72: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/72.jpg)
The best way to
predict the future is to create it
@annaliezze
@kristofdewulf
![Page 73: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/73.jpg)
Thank you!
![Page 74: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/74.jpg)
Let’s go to the Q&A
![Page 75: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/75.jpg)
Annelies Verhaeghe
+32 9 269 14 06
@annalieze
@kristofdewulf
Kristof De Wulf
+32 9 269 15 03
![Page 76: From Aha! to Eureka Smartees Webinar](https://reader030.vdocument.in/reader030/viewer/2022020306/554cfc2cb4c90513118b54a8/html5/thumbnails/76.jpg)
http://smartees.insites-consulting.com
Upcoming Smartees