On November 13 2012, InSites Consulting organized a Consumer Insightment Seminar in our office in Ghent, Belgium. The main focus is on consumer insightment and how one can arrive at potent consumer insights. The main theme is elaborated, followed by some interesting case studies of AirFrance KLM and AB InBev.

1. Consumer Insightment
Smartees Seminar
This is the full slidedeck of our
Consumer Insightment Smartees
Seminar. The main focus is on
consumer insightment and how one
can arrive at potent consumer insights.
The main theme is elaborated, followed
by some interesting case studies of
AirFrance KLM and AB InBev.

2. Thanks for being here!
Hakim Zemni, Managing Director InSites Consulting Belgium
I have a passion for media, politics, music & movies.
I am happily married, a proud dad, a mediocre hakim@insites-consulting.com
soccerplayer and a great facebookfriend 
@hakimzemni
I am often described as „an opinion on 2 legs‟
I love my job because I‟m fascinated by the question be.linkedin.com/in/hakimzemni
“why do people do what they do?”

3. # insites
# mrx

6. IMMERSION
A. Get out into the world and explore key
knowledge gaps from multiple angles
B. A projective technique which allows
research participants to share inner
feelings

7. IMMERSION
A. Get out into the world and explore key
knowledge gaps from multiple angles
B. A projective technique which allows
research participants to share inner
feelings

8. U&A
A. Understanding & Associations
B. Usage & Attitudes

9. U&A
A. Understanding & Associations
B. Usage & Attitudes

10. CROWD INTERPRETATION
A. Looking at and interpreting crowd behaviour
captured in photo, video & stories
B. Analysis of research data by a group of
research participants instead of researchers

11. CROWD INTERPRETATION
A. Looking at and interpreting crowd behaviour
captured in photo, video & stories
B. Analysis of research data by a group of
research participants instead of researchers

12. IWIK’s
A. I Wish I Knew’s
B. Insight Writing Intelligence Knowledge
C. A bunch of furry Star Wars characters

13. IWIK’s
A. I Wish I Knew’s
B. Insight Writing Intelligence Knowledge
C. A bunch of furry Star Wars characters

17. The Path to Insightment
A holistic process
New York I Timisoara I London I Rotterdam I Ghent
www.insites-consulting.com

18. I’m Ashley
43 years, living in East Flanders, have
also lived in Amsterdam, Frankfurt,
London and Sydney.
Now Business Director at InSites
within our FMCG group and have
previously spent many years helping
companies like Philips become more
consumer centric.
I also run various innovation themed
workshops – consumer insight and
concept creation formats

19. Recognise this mission statement?
“The consumer is to
be at the heart of all
our innovation,
branding and
communication ”

20. The typical ‘reactions’ to this

21. I am inspired!

22. I am a bit concerned….

23. Get me out of this company!

24. 1. Who should be involved?
2. Who is responsible/accountable?
3. How much does it all cost?

25. Even companies that are
already consumer focused
are challenged to improve
the process to produce
‘better’ insights

26. If you want success,
you must be
super relevant

28. Our insightment traject
28

29. The road to success
29

30. The road to success
Todays focus on insights only
30

31. The art & science of insighting
© InSites Consulting
31

32. in•sight |'in¡sït|
Noun
The capacity to gain an accurate and deep
intuitive understanding of a person or thing
in•sight•ful |in-sahyt-fuhl|
Adjective
Characterized by or displaying insight; perceptive

33. Insight  fact
Insight  observation
Insight  accepted consumer
belief

34. Insight > observation
insight is not so much about seeing the truth, as feeling it

35. Insight  idea
one insight is the basis of hundreds of ideas

36. What are these statements?
“Men aged 25 to 40 are consuming less beer than 5 years
ago”
FACT/TREND
“When men and women drink beer together with an evening
meal at home they often share a bottle of beer”
OBSERVATION
“As I have grown older, I like to display more sophisticated
food and drink tastes. I used to drink quite regularly but feel
that beer doesn’t offer as many sophisticated options as
compared to wine/spirits”
CONSUMER INSIGHT

37. The road to success
© InSites Consulting
37

38. Briefing
A crucial stage that can go wrong
Are we clear about our target group?
Is the business issue sufficiently defined and
opportunity attractive enough?
Which brands are to be involved?
38

39. The road to success
39

40. Leverage
Secondary research
Past research
Observing natural communities
Getting answers without
asking questions eg Social
media netnography
40

41. “If we knew what we already know”
Issue – no structured
process or internal
workshop
41

42. Connecting the dots
from previous research
Capture existing
assumptions
The
investigation
42

43. The road to success
43

44. Immersion
Get out into the world and explore key
gaps and knowledge hotspots from
multiple angles.
Issue = often limited observational or
qualitative data, relying on more limited
or quanti U&A methods
44

45. Crowd interpretation is the analysis of
research data by a group of research participants in
order to obtain richer, more accurate insights
45

46. 20-40% additional insights only
found by consumers
No quality differences
between researchers, experts and
crowd
46

47. The road to success
47

48. Insight Writing
Is an art in itself
48

49. Frictions the consumer
is motivated to solve
Focusing on a single
Minded idea
49

50. Finding The Fresh versus
The known
50

51. Consumer Insight
Writing Workshop
1.5 days
Cross discipline attendees
Output = draft insights
51

52. Some common issues
52

53. 1 The ‘trend’ insight
Going into concept/idea creation without
validated consumer insights, using trend
and desk research only
Consumer emotions/motivations not fully
understood
Risk of extending frictions to another category
without a proven link.
High level human truths often have a weak link with
a specific category

54. 2 ‘IWIKS’ Everywhere
Output of the leverage phase is a lot of ‘IWIKS’
(I wish I knew)
Temptation is to rush into idea creation or insight
writing based on gut feeling only

55. 3 The ‘overachieving community’
Our immerse phase is so successful we have
loads of potential insights, but which ones
are the most potent to pursue?
Innovation dollars are not limitless
Insight Validation is the next step

56. Nice story Ashley….
But we don’t have
a money tree
56

57. Some tips
57

58. 1.
Do the leverage phase diligently
You might be surprised what you know already!
Nethnography is a cost effective research
method
58

59. 2.
Choose immersion over
validation
The immerse phase (preferred
tool = community) should be given
priority over the validation phase
- it is a very rich tool and can be
used to „validate‟ potential insights
in a limited way
59

60. 3.
At least some
ethnography!
60

61. Stay tuned
Subscribe to daily consumer news
to keep the different client
stakeholders involved throughout
the field work – each person
selects the desired channel to stay
tuned
61

62. 3 things to
remember
 Consumer insight generation
requires a structural approach
 Consumers are best involved in
every stage of the process
 Engage, inspire, act!
The report

64. Click here for the case study of AirFrance KLM: The Research Carousel

65. Let’s have a coffee break!

67. Forza! Community
Generating insights on the CSD market
New York I Timisoara I London I Rotterdam I Ghent
www.insites-consulting.com

68. Nice to
meet you!
Sophie Van Neck, Research Manager FMCG
Nearly 30, but not just yet , joined InSites
Consulting 5 years ago and working in the Belgian
office and focusing on qualitative research.
Background as a political scientist and a passion for
American politics.
Sophie.vanneck@insites-consulting.com When I am not talking about FMCG or qualitative
research, I am mainly focused on my love Stefan,
@sophievanneck reading for the book club I‟m in or exploring the world.
http://be.linkedin.com/in/sophievanneck

69. Nice to
meet you!
Caroline Stout, Head of consumer insights
BeNeFraLux
Mid 30s and mother of 3 children. Started my career
at Nielsen and moved on to several functions at Mars,
yet always occupied with marketing, insights and
consumer behavior. Now nearly 2 years at AbInBev
as Head of Consumer Insights.
Caroline.Stout@ab-inbev.com
In my free time, I am very active at the school of my
children and love to go to the Belgian coast or skiing
in the mountains.
http://www.linkedin.com/pub/caroline-stout
/2/462/84a

70. THE CHALLENGE

71. AB InBev enters CSD market
An alcohol free alternative to Jupiler

72. Consumer feedback…
…was positive & negative
“Tastes rather watery &
sweet, with a sticky
aftertaste”
“Actually the taste was quite
good.”

73. The relaunch
New flavors

74. The relaunch
New positioning

75. Increase understanding…
…of Force in the CSD market

76. THE APPROACH

77. 1. Explore very individual behavior
2. Explore very subconscious behavior
3. Explore very habitual behavior

78. Mijn frisdrank, mijn wereld
MIJN FRISDRANK

79. Into 2 different fields
CSD Target group
market
THROUGH DIFFERENT THROUGH DIFFERENT
OBSERVATIONAL TASKS CONTEXTUAL TASKS

80. Funnel approach
From beverages over cold beverages to CSD

81. 1 This is CSD
Can you give me 10 pictures that you associate with soft
drinks?

82. 2 I need a drink!
Can you send me daily pictures of occasions when
you drink, what you drink and why you choose that
drink….

83. 3 Cold drinks!
Can you send me pictures of occasions when drink
cold beverages and the need they fulfill at that
moment….

84. Mijn frisdrank, mijn wereld
Wat betekenen frisdranken voor jou?
Mijn frisdrank

85. Mijn frisdrank, mijn wereld
MIJN FRISDRANK

87. THE OUTCOME

88. 649 consumer pictures
435 consumer stories
Ready for analysis

89. Top down tagging
Bottom up tagging

90. Internal brainstorm

91. Immersion workshop

92. 5 insight platforms

93. “Het is organisch wat mooi meegenomen is, maar
belangrijker is dat het wel degelijk werkt ook. Je
krijgt er een kleine boost van (het is geen red
bull).” “In de namiddag heb ik
soms problemen om
geconcentreerd te
“Ochtends (6 u) moet ik blijven & dan grijp ik snel
koffie hebben, maar een ijsje uit de diepvries”
wanneer ik rond 10 u een
dip voel opkomen, dan
volgt er een tweede tas.”
“s Morgens is het soms moeilijk
opstaan en dan kan een goeie
There are three different types of energy that warme douche deugd doen. Daar
are required throughout the day. There is an word ik wakker van en dat geeft
mij energie om de dag te
energy boost, the kind of energy that beginnen.”
(re)charges you and then the type of energy
that keeps you going.
“Even wat extra kracht
opdoen na een nachtje
uitgaan”

95. “Leuk om te zien dat ze bij Jupiler echt
wel actief aan de slag gaan met onze
input! Ik ben benieuwd naar wat er op
al die gele en roze post-its zou staan
geschreven...”
“Inderdaad leuk dat er wat gebeurt met
onze inbreng, creatieve manier om
informatie uit je doelgroep te krijgen!”
“Perfect! Het leek me alleszins een
vruchtbare en creatieve vergadering :)
En ja, we hebben er nog steeds zin in!!”

96. Increase understanding…
…of Force in the CSD market

97. 1. Explore very individual behavior
2. Explore very subconscious behavior
3. Explore very habitual behavior

98. Let’s talk!
Sophie Van Neck Caroline Stout
Research Manager FMCG, InSites Consulting Head of Consumer Insights BeNeFraLux, AB InBev
sophie@insites-consulting.com Caroline.Stout@ab-inbev.com
http://www.linkedin.com/in/sophievanneck http://www.linkedin.com/pub/caroline-stout/2/462/84a

100. Insight Validation Tool
Quantification with understanding
New York I Timisoara I London I Rotterdam I Ghent
www.insites-consulting.com

101. The road to success

102. Stay tuned!
Our magic formula?
Meet us in one of our 5 offices
Connect on LinkedIn
Become friends on Facebook
Aha! x It’s mecontent on Slideshare
Download free x !!!=
Read corporate InSites Consulting blog
Read ‘Conversation Management’ blog
Read ‘How Cool Brands Stay Hot’ blog
Join our ‘Smartees’ events
www.insites-consulting.com

103. Our beliefs on what constitutes a winning insight
Stay tuned!
Consumer Identification Is it relevant for our target?
Meet us in one of our 5 offices
Excitement Am I excitedConnect on solution or message?
about a LinkedIn
Become friends on Facebook
Aha! Is it a new way of looking at things?
Download free content on Slideshare
Talkability Is it a topic that triggers a lot of conversations, or is often
Read corporate InSites Consulting blog
heard discussed? Read ‘Conversation Management’ blog
Read ‘How Cool Brands Stay Hot’ blog
Join our ‘Smartees’ events
Insight Validation
www.insites-consulting.com

104. Stay tuned!
Freshness Relevance
Meet us in one of our 5 offices
Connect on LinkedIn
Consumer
language Contagiouson Facebook
Become friends Excitement
Download free content on Slideshare
Read corporate InSites Consulting blog
Your turn - judge the quality of the insight
Read ‘Conversation Management’ blog
Read ‘How Cool Brands Stay Hot’ blog
Join our ‘Smartees’ events
The trial
www.insites-consulting.com

105. Beyond quantitative benchmarking
advanced supporting tools and metrics
Drivers & Emotions
Barriers Targeting Brand Fit Enhancements
Can we identify
Which Is the issue or
interesting
emotions sentiment in
Why additional
does an the insight How to
consumers do target groups
insight trigger seen as close improve the
or don’t that have even
and what is the or far away quality of the
identify with higher
relative from my key insight
your insight identification
emotional brand/s and
with the
positioning? competitors?
insight?

106. Reporting Examples

107. Clarity
Insights are evaluated green/red, based on full database cut-off levels
Score is composite weighting of:
100% top box ‘very clear’
+
INSIGHTS TESTED 50% second box = ‘quite clear’
Insight A 66
Insight B 63
………… 62
57
55
49
44
Observations, main outtakes, conclusions text
Reporting

108. Colour indicates whether top
Dashboard 1/5th or middle, bottom, etc.
This is a composite score based on combining standardized scores KPIs
INSIGHT TESTED
for the KPIs at agreed weightings IDENTIFY EXCITEMENT AHA TALKABILITY
100 = average score for the tested set of insights
140 Insight A
136 Insight B
131 …………………
124
124
120
110
92
Top 20%
21-40%
Observations, main outtakes, conclusions text 41-60%
61%-80%
Bottom 20%
Reporting

109. Deep Dive per insight
Identification Drivers and Barriers
“I see discovery in life as a game that i like to play, which is why i get excited
when i discover truly new tastes in food”
Top 3 Words marked per country
XXXX XXXX XXXX
XXXX XXXX XXXX
XXXX XXXX XXXX
Observations, main outtakes, conclusions text
Reporting

110. Deep Dive per insight
Identification Drivers and Barriers Net Identification Score
3%3% 5% 13% 28% 33% 16% 66%
Low identification - - - -- - 0 + ++ High Identification +++
Barriers Drivers
Open-ended question – Could you please explain why you can not personally Open-ended question – Could you please explain why you can personally
identify with the statement? identify with the statement?
Selected verbatims Selected verbatims
The main driver for identification with this insight is………..
The barriers are mainly………………..
Reporting

111. Supporting Metrics
Emotions
• Output consists of a relative positioning of the insights in terms of the emotional space they
occupy.
Social
Despair
Surprise
Ashamed
Worried
Respect
I feel...beersabout the amount of
guilty would come in less
unnecessary packaging.
Insight 2 rubbish I am wasting Sad
Beauty
Proud Afraid
Insecure
Regretful
Dominating Sad
Pessimistic
Admired Astonished
Beautiful Amazed
Satisfied
Surprised
Enthusiastic Gloomy Weak
Full of contempt
Resentful
Tense
Insight 4 Happy Love
Furious Bored Disappointed
Cheerful Insight 3 Aggressive Nervous Disgusted
Happiness Excited Insight 5
Lonely Despair Rejected
Relaxed Disgust
Irritated
Angry
Tired
Excitement
Anger
Relaxed Loneliness
Reporting

112. Supporting Metrics
Target Group Analysis
• In many cases, insights will be tested within a wide target group. In can be interesting to
understand if there are sub-targets for which a particular insight has even stronger resonance.
• To support this, we run a Tree Classification exercise, where all relevant predictor variables can
be included (socio-demo, attitudinal, consumption etc)
Segments’ road map for highest score
Suburbs/Villages Target group that Insight resonates
How to Interpret? most strongly with:
127
Number refers to the composite
LDA-30; 31-45 11%
score for a specific segment 121
> Freq. drinkers City
Higher frequency drinkers (more
28%
% is the proportion of those who saw
132 117 than once week)
the insight that lie on that segment
43% 46-65 17% Aged 46-65
151
15%
Insight 46-65; 31-45
130 131
100% Female 11%
134
17% LDA-30
138
< Freq. drinkers 6%
128
58% Suburbs/Villages
112
Male 19%
125
41% City
136
22% Reporting

113. Supporting Metrics
Category and Brand Fit
Through a projective technique, we measure how close or far away an insight is perceived to be to
a particular brand. For example, an insight that refers to healthy lifestyle aspirations will be far away
from the Alcoholic Spirits category. On a brand level, Coke might be seen as distant from a sentiment
that also refers to health
Within the survey, we include a list of the client brands/sub brands & key competitor brands.
Interpretation
Brand 1 88
Brand 2 87
......... 85
85
84
76
75
Brand 1 114
74
Brand 2 86
66
Above index 120
> Average
Index average = 100
< Average
Observations, main outtakes, conclusions text
Below index 80
Reporting

114. Reporting includes suggestions for improving insights
Word marking – Which words in this statement, if any, would you not use personally?
“I like to be the center of attention when I go out socially and find beer never helps
me achieve this”
Top 3 Words marked per country
XXXXX XXXXX XXXXX
XXXXX XXXXX XXXXX
XXXXX XXXXX XXXXX
Open-ended question – If you had to describe to your friends what this statement is about, what would you tell them?
Representative verbatims and analysis included here
Recommendations to improve insight: (both clarity and identification)
XXXXXXXXXX
Reporting
114

115. Insight Validation
Value Added Supporting Services
Moderation Participating Insight writing
Workshops Workshops advice
InSites has experience in
designing and InSites frequently Our Insight Validation tool
moderating Insight includes a free review of
participates in Insight
Generation and Writing client generated insights
writing workshops,
workshops. to suggest optimisations
sharing best practice on
before testing.
insight generation and
Our team includes formulation techniques.
senior marketing Our InSites team are
professionals who have expert insight writers.
client-side experience.
Insight Validation

117. Questions? Remarks?
Feedback?

118. Stay tuned!
(http://smartees.insites-consulting.com/smartees/)

119. drinks!