The presentation elaborates on consumer insights, including what they are and how companies can mine them and activate them. It discusses how insights can be obtained from various sources using different research techniques. It also addresses how companies can transition to becoming more insight-driven organizations that use insights to gain a competitive advantage. The presentation provides examples and strategies for activating insights across business operations to impact business performance.

1. From Aha! to Eureka
Smartees Webinar
This is the full slidedeck of our ‘from
Aha! to Eureka’ Smartees Webinar. The
presentation elaborates on what a
consumer insight is (and what it is
not?), how you can mine them and how
you can make them impactful for your
company, through a variety of business
stories, clear examples and tasks.

2. Annelies Verhaeghe
Kristof De Wulf

3. Does the
future of
your
business
depend
on luck?
@annaliezze
@kristofdewulf

4. The old
world is
gone …
@annaliezze
@kristofdewulf

5. How fast
is fast?
@annaliezze
@kristofdewulf

6. How much is too much?
@annaliezze
@kristofdewulf

7. Expect the
unexpected
@annaliezze
@kristofdewulf

8. @annaliezze
@kristofdewulf

9. @annaliezze
@kristofdewulf

10. You are NOT your
consumer
@annaliezze
@kristofdewulf

11. It’s about
hardcore
listening
@annaliezze
@kristofdewulf

12. @annaliezze
@kristofdewulf

13. 1.
What is an insight?
3. Activating insights
@annaliezze
@kristofdewulf
2. Getting to insights

14. The brand behind...
Children love what they
instinctively discover for
themselves
@annaliezze
@kristofdewulf

15. Children love what they instinctively discover for
themselves
@annaliezze
@kristofdewulf

16. The brand behind...
@annaliezze
@kristofdewulf

17. The brand behind...
Be different
@annaliezze
@kristofdewulf

18. Be different
@annaliezze
@kristofdewulf

19. The brand behind...
@annaliezze
@kristofdewulf

20. The brand behind...
I want to escape the limitations of my
daily routine life and enjoy the activity
of fantasizing about alternative
identities, lives, or positions
@annaliezze
@kristofdewulf

21. I want to escape the limitations of my daily routine life and enjoy
the activity of fantasizing about alternative identities, lives, or
positions
@annaliezze
@kristofdewulf

22. The brand behind...
@annaliezze
@kristofdewulf

23. Insight ≠ (big) data
@annaliezze
@kristofdewulf

24. Insights ≠ ideas
2005
@annaliezze
@kristofdewulf
2013

25. In-sight |’in.sit|
@annaliezze
@kristofdewulf

26. It’s me!
@annaliezze
@kristofdewulf

27. Why
insights
are like
refrigerators
@annaliezze
@kristofdewulf

28. I want to
change
@annaliezze
@kristofdewulf

29. Without
activation,
an insight
is useless
@annaliezze
@kristofdewulf

30. It’s just a
starting point
@annaliezze
@kristofdewulf

31. It is the DNA of
your product
@annaliezze
@kristofdewulf

32. It will rule
your mind
@annaliezze
@kristofdewulf

33. It can enter
every touchpoint
@annaliezze
@kristofdewulf

34. 2.
Getting to insights
1. What is an insight?
3. Activating insights
@annaliezze
@kristofdewulf

35. You don’t
know what
you don’t
know
@annaliezze
@kristofdewulf

36. Consumers
are bad
witnesses
of their own
behaviour
@annaliezze
@kristofdewulf

37. Everybody / Everywhere / Anytime
@annaliezze
@kristofdewulf

38. How to mine insights?
IN
THE
BOX
PORTRAIT
LANDSCAPE
OUT
OF
THE
BOX
@annaliezze
@kristofdewulf

39. How to mine insights?
IN
THE
BOX
PORTRAIT
LANDSCAPE
OUT
OF
THE
BOX
@annaliezze
@kristofdewulf

40. Don’t jump to conclusions
@annaliezze
@kristofdewulf

41. @annaliezze
@kristofdewulf

42. How to mine insights?
IN
THE
BOX
PORTRAIT
LANDSCAPE
OUT
OF
THE
BOX
@annaliezze
@kristofdewulf

43. Context is key
@annaliezze
@kristofdewulf

44. Use different perspectives
@annaliezze
@kristofdewulf

45. The power of the crowd
@annaliezze
@kristofdewulf

46. How to mine insights?
IN
THE
BOX
PORTRAIT
LANDSCAPE
OUT
OF
THE
BOX
@annaliezze
@kristofdewulf

47. The advantage
of inconsistency
@annaliezze
@kristofdewulf

48. Insight is about people
@annaliezze
@kristofdewulf

49. It’s what
you do with
people
@annaliezze
@kristofdewulf

50. @annaliezze
@kristofdewulf

51. How to mine insights?
IN
THE
BOX
PORTRAIT
LANDSCAPE
OUT
OF
THE
BOX
@annaliezze
@kristofdewulf

52. Reframe
@annaliezze
@kristofdewulf

53. @annaliezze
@kristofdewulf

54. It’s a
way of life
@annaliezze
@kristofdewulf

55. @annaliezze
@kristofdewulf

56. 3.
Activating insights
1. What is an insight?
2. Getting to insights
@annaliezze
@kristofdewulf

57. Show me the money
@annaliezze
@kristofdewulf

58. @annaliezze
@kristofdewulf

59. Is it you?
@annaliezze
@kristofdewulf

60. Spread
the word
@annaliezze
@kristofdewulf

61. Everybody
is curious
@annaliezze
@kristofdewulf

62. Inspire!
@annaliezze
@kristofdewulf

63. Capture (false)
assumptions
@annaliezze
@kristofdewulf

64. @annaliezze
@kristofdewulf

65. Where are you today?
1
2
3
4
Traditional
market
research
function
Business
contribution
team
Strategic
insight
organization
Strategic
foresight
organization
Market research as
an order-taking function
Sources: BCG Consumer Insight Benchmarking (May 2009)
@annaliezze
@kristofdewulf
Consumer insight as a
source of competitive advantage

66. @annaliezze
@kristofdewulf

67. 1.
Get out
of your
comfort
zone
@annaliezze
@kristofdewulf

68. 2.
Develop
daily
rituals
@annaliezze
@kristofdewulf

69. 3.
Think big,
act radical
@annaliezze
@kristofdewulf

70. @annaliezze
@kristofdewulf

71. @annaliezze
@kristofdewulf

72. The best way to
predict the future
is to create it
@annaliezze
@kristofdewulf

73. Thank you!

74. Let’s go to the Q&A

75. Annelies Verhaeghe
+32 9 269 14 06
annelies@insites-consulting.com
@annalieze
@kristofdewulf
Kristof De Wulf
+32 9 269 15 03
kristof@insites-consulting.com

76. Upcoming Smartees
http://smartees.insites-consulting.com