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Welcome!
Consumer Insightment Activation
By Annelies Verhaeghe
Head of Research Innovation at InSites Consulting
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Your Consumer
Insight Activation
agent
For today
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x x =
Our magic formula?
Aha! It’s me !!!
Identify the
suspect
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Validation of the
insights
insights
360° Interpretation
Meaningful observations
Observations ≠ insights
Each insight should have underlying consumer
evidence
Insights ≠ solution
Each insight can lead to new several ideas
Strategy
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Our insightment strategy
Strategy
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If we would only knew
what we already know…
Strategy
Our insightment strategy
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The
investigation
Connecting the dots
from previous research
Capture existing
assumptions
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The
investigation
Getting answers
without asking
questions
Too often companies innovate based on a
technology or universal trends. A good
insight however should start with the
consumer
Strategy
Our insightment strategy
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Consumers help you to discover insights
The
investigation
Start from their own
experience
Witnesses
Investigation
Paparazzi
Activation
Deprivation
Live reporting
Subscribe to daily
consumer news
Stay tuned
Let’s meet the other
participants
Reflective probing
Shaping insights
Unleash creativity
Freshness
Excitement
Relevance
Consumer
language Contagious
The trial
Consumers judge the quality of insights
Consumers
Should also help us
in the interpretation and
analysis!
Crowd interpretation is the analysis of research data by a group of research participants in
order to obtain richer, more accurate interpretation
of data that leads to insights.
20-40% additional insights only found by
consumers
No quality differences
between researchers, experts and crowd
Dear all,
I really encourage all of you to spend this hour as it
is not only a crucial part of the process to get your
thoughts and thinking on this but it is also a fun
learning experience for yourself. I just finished it
myself and considered it time well spent despite my
too full schedule.
Maybe this is another incentive: I guess none of
you want me to win this game…:-)
Marieke Kimmels, Heinz marketing director
continental Europe
It’s not just data,
nor the analysis,
it is what you do with it
Our insightment strategy
Subscribe to daily
consumer news
Stay tuned
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The report
3 things to remember
Consumer insight activation
requires a structural approach
Consumers are best involved in
every stage of the process
Engage, inspire, act!
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Questions?
Twitter: @Annaliezze
LinkedIn: http://be.linkedin.com/in/anneliesverhaeghe
