1. New York I Timisoara I London I Rotterdam I Ghent
www.insites-consulting.com
Nice to meet you, BAS!
Meet InSites Consulting
WIFI: InSitesVisitor
Password: welcome2insites
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
soccerplayer and a great facebookfriend
I am often described as ‘an opinion on 2 legs’
I love my job because I’m fascinated by the question
“why do people do what they do?”
hakim@insites-consulting.com
@hakimzemni
be.linkedin.com/in/hakimzemni
5. program
Kick-Off
The Consumer Consulting Board (by Tom De Ruyck, Head of CCB’s)
Break
Insights: the age of relevance
Insights: let’s try
Lunch
Co-everything (by Thomas Troch, Research Innovation Manager)
Briefing ‘Cuppa’
Workshop ‘Cuppa’
Break
Pitches ‘Cuppa’
Wrap-up, Briefing Assignment
Finish
6.
7. Founded 1997 as a business school spin-off
Structure Fully independent, 7 managing partners
Growth Average yearly growth +25%
Locations USA I ROM I UK I NL I BE
Team 125 passionate & talented people
Reach Global Consumer & Moderator Network
Clients +35% of 2012 Best Global Brands (Interbrand)
Awards ESOMAR I AMA I ARF I MRS I MOA I AMMA
12. EXPERTISE
Further building on our academic heritage, we
deploy state-of-the-art methods & techniques that
optimally support our vision on how marketing can
make a real difference today. We are one of the
world’s most awarded agencies and our best-
selling management books are a continuous
source of inspiration for our clients and consultants:
www.conversationmanagement.biz
www.howcoolbrandsstayhot.com
We start from a deep understanding of the
challenges of our customers via dedicated sector
teams. In everything we do, we take a consultative
approach.
Smart
13. CREATIVITY
Our genuine interest in how consumers think,
behave and evolve, goes beyond research.
We inspire our clients to engage and collaborate
with consumers in creative ways to shape the
future of their brands.
Our ForwaR&D Lab has kept us ahead of the
curve by developing fresh and powerful methods
over the last 10 years. Through co-creation with
clients and academic partners, we are redefining
the nature of the market research industry.
Cookies
18. We offer a full and integrated suite of
methods, optimally suited to the needs
of your challenges and objectives. We
uniquely focus on digital methods as the
main gateway to connect and
collaborate with consumer, but activate
consumers to integrate and share their
offline experiences with us.
The methods we deploy are all geared
towards making research an engaging
and activating experience. We allow
participants to engage with us anytime,
anywhere, breaking the boundaries of
time and place (online, mobile,
asynchronous discussions).
Digital
Surveys
Online
Group
Discussions
Consumer-led
Ethnography
1on1
Online
Interviews
Social Media
Listening &
Netnography
Engage
METHODSAsynchronous
Synchronous
Individual Group
Research
Communities
Customer Consulting Boards
60. @tomderuyck
Conversations from external stakeholders
Conversationsfrominternalstakeholders Proud
company
Conversation
company
Boring
company
Adored
company
Communication is key!
99. People no longer have to consume
content like the
artist/producer/management want
them to consume it. They create
playlists and compilations based on
individual songs rather than
complete cd’s.
The brand behind...
@InSites
101. I want to escape the
limitations of my past life
and enjoy the activity of
fantasizing about
alternative identities, lives,
or positions
The brand behind...
@InSites
108. “Men aged 25 to 40 are consuming less beer than 5 years ago”
FACT/TREND (research)
“As I have grown older, I like to display more sophisticated food
and drink tastes. I used to drink it quite regularly but feel that beer
doesn’t offer as many sophisticated options as compared to
wine/spirits”
“When men and women drink together with an evening meal at
home they often share a bottle of wine”
OBSERVATION
CONSUMER INSIGHT
136. 1. Go to YouTube
2. Look for 2 commercials you like
3. Brainstorm about the insight
@InSites
137. 1. Short, sharp sentences work better
2. Needs or frustrations should be as category-specific as
possible
3. Avoid the hard-sell
4. Avoid using absolutes such as ‘always’ or ‘everytime’
5. Don’t patronise or invite the consumer to patronise
others
6. Look for tonal balance (e.g. use of emotional
language)
7. Starting statements with ‘I’ or ‘we’ places yourself in
the shoes of the consumer
8. Aim for single-minded statements
TIPS FOR SUCCESSFUL INSIGHT WRITING
@InSites
139. 139
Background Information
You are the marketing & communications team of Cuppa – a coffee
brand for in-home consumption.
The brand has a rich tradition in fresh ground coffee, but quickly
followed the trend to offer more convenient coffee pads although it has
been hard to offer the same coffee quality.
In many ways the future looks bright for Cuppa :
– In-home coffee consumption is on the rise in BE
– The fresh ground coffee is winning volume over instant coffee which still
dominates the market with a +50% share
However, Cuppa’s market share among 18-30 yr olds has been
declining for a few years now.
Previous qualitative research has indicated that the bitter taste of coffee
is an important barrier for coffee drinking with youngsters.
The monthly brand tracker proves that the Cuppa brand is perceived as
high quality, but rather old-fashioned.
140. 140
Your Challenge
While the Chief Marketing Officer recognizes your team is facing tough
competition from Nespresso and the energy drinks category, he believes
a big marketing push is urgently needed to increase the market share in
the segment of 18-30 yr olds – ‘our consumers of the next 50 years’ as
he puts it.
He is convinced this can work as the most recent coffee industry reports
show that out-of-home coffee consumption is on the rise among 18-30
yr olds.
You have been tasked to come back with:
– A potent insight involving coffee & youngsters
– Potential solutions and actions, campaigns (elements) which
will be presented to the board.
The company is open to any initiatives that might help to attract 18-30 yr
olds but it has to be based on strong insights.
141. 141
Tips & Tricks to uncover insights
Reframe: What would life be without X?
Observe: What do you do? What do others do? Notice something.
WhyWhyWhy: Try and answer 3 times the Why question?
Complete ‘open’ sentences: Without x I feel…, My life with X is…
Read: Analyse online groups & communities
Activate: Use X and see what happens
Deprivate: Stop using X for a period and see what you miss
History: Remember the first time you used X. How was that?
Compete: What are X’s competitor’s doing successfully?
Ask: Talk to users of X and ask them how come they use it?
Safari: Go to a shop that sells X and see what’s out there?
Personify: If X would be a person who would it be?
Compare: If X would be in another category, which brand would it be?
142. 1. Short, sharp sentences work better
2. Needs or frustrations should be as category-specific as
possible
3. Avoid the hard-sell
4. Avoid using absolutes such as ‘always’ or ‘everytime’
5. Don’t patronise or invite the consumer to patronise
others
6. Look for tonal balance (e.g. use of emotional
language)
7. Starting statements with ‘I’ or ‘we’ places yourself in
the shoes of the consumer
8. Aim for single-minded statements
TIPS FOR SUCCESSFUL INSIGHT WRITING
@InSites
144. Thanks for being here!
Hakim Zemni, Managing Director InSites Consulting Belgium
Questions
Feedback
Remarks
Suggestions
More than welcome!
hakim@insites-consulting.com
@hakimzemni
be.linkedin.com/in/hakimzemni