Expanding the Footprint of Research Eat 'n Learn Smartees

Expanding the Footprint of

Research Eat ‘n Learn Smartees

This is the full slidedeck of our Eat ‘n

Learn Smartees session on Expanding

the Footprint of Research. The

presentation elaborates on how to bring

research to life involving the entire

organization and what techniques you

can use to capture ideas and emotionis

that more traditional research may

miss. All of this illustrated with various

client cases.

WELCOME!

Top 10 most innovative marketing research agency of the world (GRIT 2014)

Global Community Moderator Network

across +50 countries

Proud to work for +30% of the world’s global brands

We have been

cheered by the

industry with

more than 25

international

awards

New York

London

Sydney

Rotterdam

Ghent

Timisoara

Our vision on contemporary marketing is evangelized through our best-selling books.

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ACTION & IMPACT

INSIGHTASCONTENT

SUPERCHARGE YOUR INSIGHTS PROGRAM BY TAKING A

CONTENT MARKETING APPROACH TO INSIGHTS

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OUR RESEARCH DOES NOT

ALLOW ENGAGING WITH CONSUMERS’ LIFE

WE BELIEVE OUR RESEARCH

LEADS TO ACTIONABLE RESULTS

Tendency of

vanity

WE WOULD NOT CHANGE

OUR APPROACH

RESEARCH LARGELY

CONFIRMS OUR THINKING

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Reality of

inconsistency

BELIEVES RESEARCH

LEADS TO SURPRISING RESULTS

LESS THAN 1 IN 2

ONLY 1 IN 2 PROJECTS LEADS TO

CHANGE WITHIN THE ORGANIZATION

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Average = 100

THERE EXISTS A GAP BETWEEN

WHAT WE WANT AND WHAT WE DO

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LESS THAN

USES CREATIVE

REPORTING METHODS

10%

WORKS WITH

POWERPOINT REPORTS

86%

ONLY 1 IN 5

HAS AN INTERACTIVE WORKSHOP

TO DISCUSS THE RESULTS

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ONLY 5%ACTIVELY PROGRAMS SURVEYS

FOR MOBILE DEVICES

CONSUMERS FILL OUT SURVEYS

USING THEIR MOBILE DEVICE

1 IN 5

SOURCE: GRIT STUDY – 2014

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VERY FEW USE GAMIFICATION, AUDIO-VISUALS OR SOCIAL …

GRAPHICAL SCALES AT BEST

ONLY 1/3

MAKES THEM ENGAGE

CLIENTS FEELS SURVEYS

WITH HOW CONSUMERS REALLY LIVE

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WE DO

not MAKE

A DIFFER-

ENCE

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WE ARE

not STORY-

TELLERS

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?

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Valuable – Engage – Goals

93% 90%

BTB BTC

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PLAN DO

ACTIVATEREVIEW

A STRATEGY FOR insight as content

define the goals, develop a strategy and

create a calendar

+ what skills, technology and budget do

you need?

install research methodologies that

allow for a structural collaboration

with your consumers – make sure to

produce content-rich observations

activate your findings, as if you launch

a product: activate insights through

engaging experiences to amplify the

usage and impact of research

analyze and measure the impact of what

you are doing – measure the uplift in

overall consumer understanding and the

appreciation of consumer insights

pre

post

manage execute

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#1 Plan

Building an ‘Insight Newsroom’

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Three Steps to Building an

Insight Newsroom

Skills Technology Budget

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Harness content-rich

methodologies and deliverables#2 Do

Reverse Engineer

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Contextual

surveys

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Task based

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Mobile

immersion

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Co-researchers and Crowd

Interpretation

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Consumer

dashboard

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Consumer video

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How to increase the value of the

Diesel Pinterest page? social media monitoring

nethnography

digital surveys

Nethnography and

visual analyses

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big soft data

8 life style persona

25% of boards eliminated

28% of boards new content

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Pre-selected Meet and

Greet

Meet AnthonyLive Performer

Age: 26

Lives in Atlanta, Georgia

In addition to performing music, Anthony loves raising his

daughters and making sure they have everything they need

to be successful in life

Music means everything for Anthony, his life is music. He

gets his inspiration from God and from people everywhere

who live a free life

Top Musicians: Prince, Jimi Hendrix and Peter Frampton

Bring interesting consumers to life

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Activating Insights

Through Engaging

Experiences

#3 Activate

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Meet The Consumer Sessions &

Storytelling Workshops

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A research art exhibition

Changing hearts, minds & actions

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Measure the effectiveness= uplift= appreciation

#4 Review

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DEEP INSIGHTS…

Harder, better, faster, stronger: deep insights through more indirect & creativequestioning in online qualitative research

FROM QUARANTINE TO

CONSUMER CONTEXT

WHAT DID WE DO?

SO HOW CAN WE

MAKE THIS HAPPEN

we think we think …

We think much less than

EMOTION

We are social animals

The power of the crowd

of consumer behaviour

Context is a better predictor

Structural Collaboration

with consumers

TECHNIQUES

TO GAIN

DEEP INSIGHTS

#1

Discovering new

opportunities

TECHNIQUES

TO GAIN

DEEP INSIGHTS

#2

-29% drop-out

4x more visuals

2x more arguments

TECHNIQUES

TO GAIN

DEEP INSIGHTS

#3

TECHNIQUES

TO GAIN

DEEP INSIGHTS

#4

65%

2x more visuals

47 vs. 87 words

TECHNIQUES

TO GAIN

DEEP INSIGHTS

#5

TECHNIQUES

TO GAIN

DEEP INSIGHTS

#6

Consumer

Consulting

Board: deep

dive activity

e.g. immersion

Consumer

consulting

survey, e.g.

insight

validation

Bottom-up

activities

TO THE BEAT OF

your company

24 hour

challenges

Time >

Inte

ns

ity

>

Consumer

Consulting

Board

reactivation e.g.

co-creation

Q & A

www.insites-consulting.com

Thank you! Niels Schillewaert, Managing Partner

+1 914 619 0852

New York I London I Rotterdam I Ghent I Sydney

30 East 39th Street I New York, NY 10016 I United

States

niels@insites.eu

@niels_insites

http://www.linkedin.com/in/nielsschillewaert