Upload
insites-on-stage
View
540
Download
1
Tags:
Embed Size (px)
Citation preview
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.
Niels_insites
ACTION & IMPACT
INSIGHTASCONTENT
SUPERCHARGE YOUR INSIGHTS PROGRAM BY TAKING A
CONTENT MARKETING APPROACH TO INSIGHTS
Niels_insites
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
Niels_insites
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
Niels_insites
Average = 100
THERE EXISTS A GAP BETWEEN
WHAT WE WANT AND WHAT WE DO
Niels_insites
LESS THAN
USES CREATIVE
REPORTING METHODS
10%
WORKS WITH
POWERPOINT REPORTS
86%
ONLY 1 IN 5
HAS AN INTERACTIVE WORKSHOP
TO DISCUSS THE RESULTS
Niels_insites
ONLY 5%ACTIVELY PROGRAMS SURVEYS
FOR MOBILE DEVICES
CONSUMERS FILL OUT SURVEYS
USING THEIR MOBILE DEVICE
1 IN 5
SOURCE: GRIT STUDY – 2014
Niels_insites
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
Niels_insites
WE DO
not MAKE
A DIFFER-
ENCE
Niels_insites
WE ARE
not STORY-
TELLERS
Niels_insites
?
Niels_insites
Valuable – Engage – Goals
93% 90%
BTB BTC
Niels_insites
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
Niels_insites
#1 Plan
Building an ‘Insight Newsroom’
Niels_insites
Three Steps to Building an
Insight Newsroom
Skills Technology Budget
Niels_insites
Harness content-rich
methodologies and deliverables#2 Do
Reverse Engineer
Niels_insites
Contextual
surveys
Niels_insites
Task based
Niels_insites
Mobile
immersion
Niels_insites
Co-researchers and Crowd
Interpretation
Niels_insites
Consumer
dashboard
Niels_insites
Consumer video
Niels_insites
How to increase the value of the
Diesel Pinterest page? social media monitoring
nethnography
digital surveys
Nethnography and
visual analyses
Niels_insites
big soft data
8 life style persona
25% of boards eliminated
28% of boards new content
Niels_insites
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
Niels_insites
Activating Insights
Through Engaging
Experiences
#3 Activate
Niels_insites
Meet The Consumer Sessions &
Storytelling Workshops
Niels_insites
Niels_insites
Niels_insites
A research art exhibition
Changing hearts, minds & actions
Niels_insites
Measure the effectiveness= uplift= appreciation
#4 Review
Niels_insites
Niels_insites
Niels_insites
Niels_insites
Niels_insites
Niels_insites
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
http://www.linkedin.com/in/nielsschillewaert