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COPYRIGHT © 2015 CAMP CREATIVE AND THE CONNELL
GROUP
FORGET BIG DATA, GET SMART DATA:
Presented by:
How Market Research and Data Visualization Drive Better Business Outcomes
Brian LeonardCreative Director, Camp Creative
@Brian_Leonard
Patty KlingbielPresident, Connell Group
@ConnellGroup
COPYRIGHT © 2015 CAMP CREATIVE AND THE CONNELL
GROUP
COPYRIGHT © 2015 CAMP CREATIVE AND THE CONNELL
GROUP
● What is an insight?
● Why are they important?
● Where should I look for insights?
● What’s the process?
● How do you bridge the gap from insight to action?
● How do you tell this story?
● What does this look like?
Agenda and Housekeeping
● Webinar Logistics
Agenda
Housekeeping
So, What is an Insight?
A penetrating discovery about an underlying
customer need or motivation that creates
opportunities for business growth.
Insights Connect the Customer’s Need and Reality to Your Benefit
Connects with
the Customer
Affirms how
they think or feel
Set Up Your
Benefits
Provokes them to want
to hear more
In the Search for an Insight….More Data Isn’t Always Better
“Not everything that can be counted
counts, and not everything that counts
can be counted.”
William Bruce Cameron
Many Data Sources Focus on What Customers are Doing….
What are
they buying?
What are
their issues?
What are they
saying?
What / how are
they using?
What are they
engaging with?
Real Insights Live Under the Surface, in the ‘Whys’
WhatWhat
What What
What
Why“Big data may tell you how many
customers you have won or lost
but not necessarily why.”
Jane Frost , Chief Executive
Market Research Society
Real Insights Often Requires Primary Research
Why should they care?
What motivates them?
Why you?
Examples of Good Insights, Under the Surface
Only 2% of all
women consider
themselves
beautiful, and
only 5% consider
themselves pretty.
Johnnie Walker
customers view
themselves as
“successful” but
believe they are
also “still striving.”
REAL BEAUTY KEEP WALKING
“If you’re not
whitening, you’re
yellowing.”
The Guinness ritual
pour of 119.5
seconds means
drinkers have to wait
with a growing sense
of anticipation for the
perfect pint.
Getting There: Envision, Hypothesize and Research
Hypothesize
How to
Get There
What roads might
take you there?
Use Research
to Find
Real Insight
Discover insight to
clarify path forward
Envision
Your
Destination
Where are you
trying to get to?
Getting to Under the Surface Insights
Constantly ask yourself the ‘why’ questions
Triangulate across data sources to build hypotheses
Be clear on what you want to learn in primary research
Make sure your insight has tension only you can solve
Now What?
Data
Data
Insight
You have
your ‘insight.’
Now what?
Now What?
Data
Data
Insight Action
You have
your ‘insight.’
Now what?
Now What?
Data
Data
InsightTarget
AudienceYou have
your ‘insight.’
Now what?
What is the Story?
1. Identify Your
Target Audience
Personas
What is the Story?
2. Write the
Proposition Statement
What is the Story?
3. Have Clear Objectives
for Your Media
S: Specific
M: Measurable
A: Achievable
R: Relevant
T: Time-bound
What is the Story?
4. Create a Call to Action
How to Tell Your Story
Where Does Your
Audience Live?
Budget
Constraints?
Time
Constraints?
3 Questions to Determine Your Medium
How to Tell Your Story
Where Does Your
Audience Live?Social Channels
InternalExternal
Broadcast
Meeting Rooms
Online
How to Tell Your Story
Budget
Constraints?
Do you have budget limits?
How to Tell Your Story
Time
Constraints?
Do you have a hard deadline?
How to Tell Your Story
1 Day 8+ WeeksProduction Time
Relative Cost
Data visualization
Videos
Presentation graphics
Social media
Print collaterals
White
paper
Case
study
Website / Microsite
Infographics
Animated GIF
Live
Action
Video
Explainer
Video
Talking
Head
Video
Motion
Graphics
Case Study
Connell
Group
Camp
Creative
Case Study: Enterprise Services Corp
Enterprise Services
Corp
How does
ESC deliver
on them vs.
competition?
What are their
key motivating
needs?● Global SaaS company
● Sell technology services
● B2B enterprise customers
Where are the
key
differences
by region,
persona?
Case Study: We Hypothesized and Envisioned
Our hypothesis:
customers were not
realizing sufficient value
from their relationship with
client brand or seeing
sufficient return on their
investment
We envisioned
a future state experience
that could change that,
and the key motivating
needs it would have to
deliver on for different
customer types
Research Prioritized Customer Needs & Brand Performance
Key Drivers
Required
Benefits
Market
expectations
Crucial Benefits
Drivers, area of
emphasis
Uninspiring
Benefits
Areas to ignore
Motivating
Benefits
Areas to take &
capitalize on
Case Study: What Insights Were Revealed?
● B2B customer’s liked the client brand but didn’t see unique
value from the experience vs. competition
● Analysis revealed an opportunity to better align the client’s
experience with the customer’s key motivating needs
● First step would be to help employees understand the key
insights so that they could reimagine how they engage
Case Study: Enterprise Services Corp
How can we tell this story?
To whom?
On what platform?
Case Study: Enterprise Services Corp
1 Day 8+ WeeksProduction Time
Relative Cost
Data visualization
Videos
Presentation graphics
Social media
Print collaterals
White
paper
Case
study
Website / Microsite
Infographics
Animated GIF
Live
Action
Video
Explainer
Video
Talking
Head
Video
Motion
Graphics
Case Study: Enterprise Services Corp
1 Day 8+ WeeksProduction Time
Relative Cost
Data visualization
Videos
Presentation graphics
Social media
Print collaterals
White
paper
Case
study
Website / Microsite
Infographics
Animated GIF
Live
Action
Video
Explainer
Video
Talking
Head
Video
Motion
Graphics
Case Study: Enterprise Services Corp
1 Day 8+ WeeksProduction Time
Relative Cost
Data visualization
Videos
Presentation graphics
Social media
Print collaterals
Website / Microsite
Infographics
Animated GIF
Live
Action
Video
Explainer
Video
Talking
Head
Video
Motion
Graphics
Case Study: Enterprise Services Corp
1 Day 8+ WeeksProduction Time
Relative Cost
Data visualization
Videos
Presentation graphics
Social media
Print collaterals
Website / Microsite
Infographics
Animated GIF
Case Study: Enterprise Services Corp
1 Day 8+ WeeksProduction Time
Relative Cost
Data visualization
Videos
Presentation graphics
Social media
Print collaterals
Website / Microsite
Infographics
Animated GIF
Case Study: Executive Summary
Critical Drivers
Enterprise Service Corp 12
Required Benefits
Areas of improvement
Below average correlation
to customer satisfaction
Crucial Benefits
Drivers, Areas of emphasis
Above average correlation
to customer satisfaction
Uninspiring Benefits
Areas to ignore
Motivating Benefits
Areas to capitalize on
Below average correlation
to customer satisfaction
Above average correlation
to customer satisfaction
Position
Role
Vertical
Case Study: Data Visualization
Enterprise Services Corp
Drive Impact
Easy to Work With
Educate / Raise Game
Expertise
Knows My Needs
Reliability
Responsive Service
Solutions Experience
Strategic Partner
Thought Leadership
Transparency
Brand Categories
How ESC Compares to Our Competition
reset
Key DriversRegion
go
Case Study: Data Visualization
Enterprise Services Corp
Drive Impact
Easy to Work With
Educate / Raise Game
Expertise
Knows My Needs
Reliability
Responsive Service
Solutions Experience
Strategic Partner
Thought Leadership
Transparency
Brand Categories
How ESC Compares to Our Competition
reset
EMEA
go
Key Drivers
Required Crucial
MotivatingUninspiring
Always Available
Regional Manager
End User
Enterprise
Case Study: Enterprise Services Corp
Leadership
Management
Employees
Case Study: From Insights to Impact
In Process
Insight
Activation
Internally
New
Strategy &
Messaging
Actions
to Drive
Experience
Complete
COPYRIGHT © 2015 CAMP CREATIVE AND THE CONNELL
GROUP
Need help getting to insights or
telling your story? Contact Us.
Brian Leonard, Camp Creative
@Brian_Leonard
www.CampCreative.net
Patty Klingbiel, Connell Group
@ConnellGroup
www.connell-group.com
THANK YOU.
