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COMPANY
TOWARDS THE
consumer-activated
Who are we?
#1
@HAKIMZEMNI
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
4
BAS 2015 - 2016: The Art of Insighting
Top 5 most
innovative
marketing
research
agency of the
world (GRIT 2015)
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
@HAKIMZEMNI
Our vision on
contemporary
marketing is
evangelized
through our
best-selling
books.
AGENDA OF THE DAY
THE ART OF INSIGHTING: why it matters, dangers, solutions
MEET & GREET InSites Consulting9:30 – 10:30
10:45 – 12:15
LUNCH12:15 – 13:00
BREAK14:30 – 15:00
WHAT IS AN INSIGHT?13:45 – 14:30
INSIGHT DEVELOPMENT: YOUR TURN15:00 – 16:00
7
WRAP UP16:30
BREAK10:30 – 10:45
INSIGHTS: GETTING THERE13:00 – 13:45
@HAKIMZEMNI
PITCH BRIEFING16:00 – 16:30
@HAKIMZEMNI
@HAKIMZEMNI
"Right or wrong, the
customer is always right."
Marshall Field
@HAKIMZEMNI
@HAKIMZEMNI
The InSites Eco-System
Insights at the core of every research.
CONSUMER
CONSULTING
BOARD
CONSUMER
ACTIVATION
STUDIO
CONSUMER
SURVEY
HUB
Developing fresh consumer insights
Engaged community of interested &
interesting consumers structurally
collaborating with your organization and
its brand(s) over time
Activating insights into the business
Engaged community of employees on
which consumer insights are structurally
shared as sparks of inspiration, ideation
and actions
Validating impact of insights & actions
Short contextual surveys assessing the
business impact of insights themselves and of
the actions that have been taken upon them
INSIGHTS AT
THE CORE
@HAKIMZEMNI
@HAKIMZEMNI
@HAKIMZEMNI
THE INSIGHT ACTIVATION STUDIO
We use Insight Activation Studios to: (1) share insights faster throughout
your organization, to (2) sharpen insights with a broader group of
employees and to (3) increase the return on insights by having
employees act upon them
PRINCIPLES OF NXT
GEN RESEARCH
YOU ARE FREE TO
AUTONOMY
DO THIS OR NOT
AUTONOMY
MODULARITY AT THE
PARTICIPANT SIDE
YOU ARE GOOD AT
COMPETENCE
THIS
COMPETENCE
PARTICIPANTS AS
CO-RESEARCHERS
PEOPLE LIKE YOU
RELATEDNESS
DO THIS
R&D contribution
The lounge
What did we do?
xxxx
RELATEDNESS
CONNECTING IS
KEY
WHAT YOU DO HAS
VALUE
A MEANING
VALUE
SHARING THE
OBJECTIVES
AMOTIVATION
INTRINSIC
MOTIVATIONEXTRINSIC
MOTIVATION
AUTONOMY
COMPETENCE
RELATEDNESS
VALUE
Cases
#
@HAKIMZEMNI
www.insites-consulting.com
Everybody Famous
More information? Anneleen Boullart I anneleen@insites-consulting.com
INSPIRATION
THE IKEA CATALOGUE
www.insites-consulting.com
CO-CREATION
www.insites-consulting.com
HEINEKEN CLUB OF THE FUTURE
More information? Bert Vandecasteele I Bert@insites-consulting.com
CO-CREATION
www.insites-consulting.com
AB InBev Forza! community GOTOMARKET
www.insites-consulting.com
DIESEL The art of research
•Phase 1: Social media monitoring: collecting
behavioral data on Pinterest
•Phase 2: Social media netnography: creating
digital personae on current Pinterest content
•Phase 3: Activation mapping: getting insights
in digital engagement via an enriched survey
https://vimeo.com/74829642
ACTIVATION
YOGHURT TALK
www.insites-consulting.com
FEEDBACK
www.insites-consulting.com
Bebat impact test
More information? Bert Vandecasteele I Bert@insites-consulting.com
“Creativity makes part of our job. But does
the consumer understand the complete
scope of the message built into the Bebat
TV spots ? Insites Consulting proposed a
full screening of the spots and measured
all factors we needed to see if the client
understood the brand evolution or not. The
study learned us that the Bebat brand
awareness increased with 12% and that
most of the marketing objectives were
reached.” – Tanguy De Prest, Brand
Architect Lielens
PRE- & POST-IMPACT
BAS 2015 - 2016: The Art of Insighting
THE ART OF
INSIGHTING
‘I am a big fan of music and movies and
have a moral issue with downloading illegal
content. However, I don’t seem to find a fair
‘legal’ way to enjoy a lot of films and music
without paying too much’
@HAKIMZEMNI
@HAKIMZEMNI
38
Consumer
& shopper
insights
@HAKIMZEMNI
10,000
39
Malcolm Gladwell
@HAKIMZEMNI
40
Learn & practice
@HAKIMZEMNI
Consumer
centricity
#1
@HAKIMZEMNI
42@HAKIMZEMNI
DOESTHEFUTURE
OFYOURBUSINESS
DEPENDONLUCK?
Average lifespan of a business
ISMILEYCYRUS
JUSTLUCKY?
43@HAKIMZEMNI
I want to escape the limitations of my
daily routine life and enjoy the activity
of fantasizing about alternative
identities, lives, or positions
Her insight …
44@HAKIMZEMNI
6 reasons Why Insights matter…
@HAKIMZEMNI
46
IT’SHARD
TOSTANDOUT
3,000 branded messages a day
@HAKIMZEMNI
50/20RULE
47
72% of Coke drinkers also drink Pepsi
@HAKIMZEMNI
BRANDUSERS
KNOWVERYLITTLE
ABOUTYOU
48@HAKIMZEMNI
49
PERCEPTIONS
ARENOTSTABLE
@HAKIMZEMNI
50
CONSUMERS
AREEMPOWERED
Baby boomers: These are the rules
Gen X: I don’t follow the rules
Gen Y: These are my rules
Gen Z: Let’s co-create our rules
@HAKIMZEMNI
51
HARDCORE
LISTENING
Jens Stoltenberg
@HAKIMZEMNI
52
#1 IT’S HARD TO STAND OUT
#2 FROM 80/20 TO 50/20 RULE
#3 CONSUMERS DON’T KNOW MUCH ABOUT YOU
#4 PERCEPTIONS ARE NOT STABLE
#6 JUST LISTENING IS NOT ENOUGH
#5 CONSUMERS ARE EMPOWERED
@HAKIMZEMNI
THE DANGERS
@HAKIMZEMNI
54
STEPHEN HAWKING
@HAKIMZEMNI
55@HAKIMZEMNI
“When your EYES are
looking at the company, your
ASS is facing the consumer.”
56@HAKIMZEMNI
57@HAKIMZEMNI
“The consumer is not a
MORON, she is your WIFE.”
58
DAVID OGILVY
@HAKIMZEMNI
59@HAKIMZEMNI
THE SOLUTION
@HAKIMZEMNI
61@HAKIMZEMNI
FIRST TRY:
What is the insight behind this
commercial?
62@HAKIMZEMNI
63@HAKIMZEMNI
FIRST TRY:
What is the insight behind this
commercial?
TAKE 5 MINUTES
64@HAKIMZEMNI
Life isn’t about what you buy, but
about the relationships you have with
the people you care about, and the
special moments that you can share
with them.
65@HAKIMZEMNI
“There is only one BOSS,
the CUSTOMER.”
66@HAKIMZEMNI
SAM WALTON
67@HAKIMZEMNI
Copernicus
is back
CONSUMER
CENTRIC
CONSUMER
ORIENTEDCOMPANY
ORIENTED
68@HAKIMZEMNI
CONSUMER
ACTIVATED
BAS 2015 - 2016: The Art of Insighting
GETTING THERE
@HAKIMZEMNI
AHOLISTIC
APPROACH
The virtuous circle of insighting
@HAKIMZEMNI
The InSites Eco-System
Insights at the core of every research.
CONSUMER
CONSULTING
BOARD
CONSUMER
ACTIVATION
STUDIO
CONSUMER
SURVEY
HUB
Developing fresh consumer insights
Engaged community of interested &
interesting consumers structurally
collaborating with your organization and
its brand(s) over time
Activating insights into the business
Engaged community of employees on
which consumer insights are structurally
shared as sparks of inspiration, ideation
and actions
Validating impact of insights & actions
Short contextual surveys assessing the
business impact of insights themselves and of
the actions that have been taken upon them
INSIGHTS AT
THE CORE
@HAKIMZEMNI
You are NOT
your consumer
73@HAKIMZEMNI
1.
74@HAKIMZEMNI
75@HAKIMZEMNI
Who’s STUFF
is this?
76@HAKIMZEMNI
Zoom OUT
to see more2.
77@HAKIMZEMNI
BRAND
PRODUCT
CATEGORY
78@HAKIMZEMNI
Taking different perspectives on ketchup usage
79@HAKIMZEMNI
80@HAKIMZEMNI
81@HAKIMZEMNI
82@HAKIMZEMNI
Consumers are
bad witnesses3.
“I don’t know
how I take a
shower”
83@HAKIMZEMNI
IDEO, 2014
84
Look at the world
like a traveler
85@HAKIMZEMNI
4.
86@HAKIMZEMNI
How Persil steps into the shoes of children
87@HAKIMZEMNI
#1 YOU ARE NOT YOUR CONSUMER
#2 ZOOM OUT TO SEE MORE
#3 CONSUMERS ARE BAD WITNESSES
#4 THINK LIKE A TRAVELER
FROMINSIGHT
to big idea
88@HAKIMZEMNI
@HAKIMZEMNI
Ready It starts with you.
90@HAKIMZEMNI
Set It’s a marathon. Not a sprint.
91@HAKIMZEMNI
Go The world is your playground.
92@HAKIMZEMNI
What is an insight?
#2
@HAKIMZEMNI
What is an insight for you?
94
Discuss in pairs.
@HAKIMZEMNI
What is an insight?
1.
@HAKIMZEMNI
What is not an insight?
@HAKIMZEMNI
Insight ≠ observation
@HAKIMZEMNI
Insight ≠ (big) data
@HAKIMZEMNI
Insights ≠ ideas
2005 2013
@HAKIMZEMNI
100
Dove campaign 2015
Insights ≠ ideas
@HAKIMZEMNI
The challenge
Understanding the frictions,
wishes and (unmet) needs
the target group has on the
usage of our category
@HAKIMZEMNI
The challenge
Understanding the frictions,
wishes and (unmet) needs
the target group has on the
usage of our category
@HAKIMZEMNI
In-sight |’in.sit|
@HAKIMZEMNI
Recognizable &
relevant
It’s me!
@HAKIMZEMNI
TWIST, LICK, DUNK
@HAKIMZEMNI
A fresh,
new way of
looking at
things
Aha!
@HAKIMZEMNI
An insight involves change!
@HAKIMZEMNI
In-sight |’in.sit|
@HAKIMZEMNI
Relevance
A good insight is
recognizable & real
to a consumer.
Freshness
A good insight is a
fresh way of looking
at things.
Emotion
A good insight
creates an
emotional desire to
change.
In-sight |’in.sit|
Key to success
A good insight creates
the foundation for
actionable marketing
decisions; ultimately
leading to a
competitive advantage
@HAKIMZEMNI
The brand behind...
When I travel I want to experience my
trip through the eyes of a local and get to
places where (almost) no hotels are, but I
do not want to spend too much money. It
would be great if I could really
experience my holiday in a unique place
but in an affordable way
@HAKIMZEMNI
@HAKIMZEMNI
The brand behind...
When I travel I want to experience my
trip through the eyes of a local and get to
places where (almost) no hotels are, but I
do not want to spend too much money. It
would be great if I could really
experience my holiday in a unique place
but in an affordable way
@HAKIMZEMNI
The brand behind...
When I travel I want to experience my
trip through the eyes of a local and get to
places where (almost) no hotels are, but I
do not want to spend too much money. It
would be great if I could really
experience my holiday in a unique place
but in an affordable way
Relevance
Freshness
Emotion
@HAKIMZEMNI
Without
activation,
an insight
is useless
114@HAKIMZEMNI
Category
Brand / Positioning
New product / variant
Packaging
Key Brand Benefit
Product
Advertising idea
Executional idea
Media opportunity
Promotional idea
Event sponsorship / Brand Experience
115
Strategic &
Long term
Executional &
Tactical
An insight helps you at every step of the way..
@HAKIMZEMNI
@HAKIMZEMNI
@HAKIMZEMNI
@HAKIMZEMNI
119@HAKIMZEMNI
@HAKIMZEMNI
@HAKIMZEMNI
Put your consumer head on!
We will show you a picture of a product:
Hold up the “like” if you think this product
has a consumer insight at the heart
Hold up the “dislike” if you think it does not
have a consumer insight at the heart
@HAKIMZEMNI
BAS 2015 - 2016: The Art of Insighting
BAS 2015 - 2016: The Art of Insighting
BAS 2015 - 2016: The Art of Insighting
BAS 2015 - 2016: The Art of Insighting
BAS 2015 - 2016: The Art of Insighting
BAS 2015 - 2016: The Art of Insighting
BAS 2015 - 2016: The Art of Insighting
BAS 2015 - 2016: The Art of Insighting
131
#1 A good insight is relevant to the consumer,
provides freshness and creates an emotional
desire to change
#2 Without activation, an insight is useless
#3An insight can unlock powerful category
& brand activation; both strategically long
term as tactically short term
@HAKIMZEMNI
BAS 2015 - 2016: The Art of Insighting
Insights development
#3
@HAKIMZEMNI
In-sight |’in.sit|
How do we get to an insight?
@HAKIMZEMNI
Clue =
Meaningful
observations
A hypothesis An insight
1 2 3
Developing insights
Transformation of an insight
Observations
0
@HAKIMZEMNI
Developing insights
Transformation of an insight
Observations
0
@HAKIMZEMNI
What is an observation?
Observation [ob-zur-vey-shuh n]
noun
1. an act or instance of noticing or perceiving.
2. an act or instance of regarding attentively or watching.
3. the faculty or habit of observing or noticing.
@HAKIMZEMNI
Observing is not as easy as the dictionary may suggest..
@HAKIMZEMNI
Observing is not as easy as the dictionary may suggest..
@HAKIMZEMNI
One more time 
@HAKIMZEMNI
Clue =
Meaningful
observations
1
Developing insights
Transformation of an insight
Observations
0
@HAKIMZEMNI
What is a clue?
A striking or interesting observation
based on research data that is relevant
for the wider business issue or project
@HAKIMZEMNI
#1 EMOTION
@HAKIMZEMNI
#2 REPETITION
@HAKIMZEMNI
#3 FRICTION
@HAKIMZEMNI
#4 SAY ≠DO
@HAKIMZEMNI
#5 SURPRISE
@HAKIMZEMNI
#1 EMOTION.
#2 REPETITION
#3 FRICTION
#4 SAY ≠DO
#5 SURPRISE
What makes an observation interesting?
@HAKIMZEMNI
Clue =
Meaningful
observations
A hypothesis
1 2
Developing insights
Transformation of an insight
Observations
0
@HAKIMZEMNI
What is a hypothesis?
An interpretation of a clue explaining the
underlying cause or driver behind the
observation.
@HAKIMZEMNI
Why ?
The real motivation is not always at the surface
Why ?
Why ?
@HAKIMZEMNI
Let us demonstrate!
@HAKIMZEMNI
Clue =
Meaningful
observations
A hypothesis An insight
1 2 3
Developing insights
Transformation of an insight
Observations
0
@HAKIMZEMNI
In-sight |’in.sit|
@HAKIMZEMNI
Relevance
A good insight is
recognizable & real
to a consumer.
Freshness
A good insight is a
fresh way of looking
at things.
Emotion
A good insight
creates an
emotional desire to
change.
In-sight |’in.sit|
Key to success
A good insight creates
the foundation for
actionable marketing
decisions; ultimately
leading to a
competitive advantage
@HAKIMZEMNI
Make the first decision
Are we talking about a
consumer friction?
Or is this a consumer
aspiration?
OR
@HAKIMZEMNI
#1 Context Where an insight is situated.
Eg ‘When I am enjoying a restaurant meal with my partner’
Build up an insight with 4 ingredients
#2 Behaviour
#3 Motivation
Why do they behave this way? What is the friction or aspiration
in their behaviour?
Eg ‘because I feel I have already eaten enough after a first course
and mains’
#4 Desired End
The Desired end state
Eg ‘it would be great to get a couple of suggestions of only light
desserts.’
@HAKIMZEMNI
What does the target do in this context or situation?
Eg ‘I tend not to order any desserts’
158
#1 Clue = striking observation
#2 Hypothesis = interpretation of a clue,
explaining the underlying cause or driver
#3A good insight is built up with 4 ingredients;
context, behaviour, motivation and desired
end
@HAKIMZEMNI
Clue:
In ethnographic research we noticed that many consumers
were putting efforts into cleaning their home (floors) before
receiving visitors.
.
EXAMPLE
Hypothesis:
Consumers feel an element of shame or
embarrassment if their home does not feel
tidy before they have guests over. The
state of the home reflects on them. There
are quite some efforts needed here.
Insight:
When I have guests over, it’s important to me that my
house looks clean, because I want them to see I am a
tidy person. However thorough cleaning can take a lot
of time and sometimes I get guests at short notice. I
wish there was a way to quickly and efficiently clean my
house whenever guests drop by
@HAKIMZEMNI
@HAKIMZEMNI
Quick
Insight Quiz
@HAKIMZEMNI
What is this?
“I really love the great tastes and experiences that
modern coffee brands provide at home and work,
however I do have some concerns over the effects of
too much caffeine. It would be great to enjoy rich
coffee experiences in a slightly more healthy way.”
Hypothesis Insight
A B C
Observation
@HAKIMZEMNI
What is this?
“I really love the great tastes and experiences that
modern coffee brands provide at home and work,
however I do have some concerns over the effects of
too much caffeine. It would be great to enjoy rich
coffee experiences in a slightly more healthy way.”
Hypothesis Insight
A B C
Observation
@HAKIMZEMNI
What is this?
“the volume of coffee consumption among 18-
25 year old consumers is declining for
2 years now”
Hypothesis Insight
A B C
Observation
@HAKIMZEMNI
What is this?
“the volume of coffee consumption among 18-
25 year old consumers is declining for
2 years now”
Hypothesis Insight
A B C
Observation
@HAKIMZEMNI
What is this?
“I think that young people are drinking less
coffee cups per day than 2 years ago
because they are concerned with the negative
health effects of too much caffeine”
Hypothesis Insight
A B C
Observation
@HAKIMZEMNI
What is this?
“I think that young people are drinking less
coffee cups per day than 2 years ago
because they are concerned with the negative
health effects of too much caffeine”
Hypothesis Insight
A B C
Observation
@HAKIMZEMNI
What is this?
“Great staff members are critical in shaping my night,
they are the face of the club. They should fit the
identity of the place and radiate positive energy, most
of the time this isn’t the case.”
Hypothesis Insight
A B C
Observation
@HAKIMZEMNI
What is this?
Hypothesis Insight
A B C
“Great staff members are critical in shaping my night,
they are the face of the club. They should fit the
identity of the place and radiate positive energy, most
of the time this isn’t the case.”
Observation
@HAKIMZEMNI
What is this?
“In ethnographic research we noticed that
many consumers were putting extensive
efforts into cleaning their home (floors) before
receiving visitors.”
Hypothesis Insight
A B C
Observation
@HAKIMZEMNI
What is this?
“In ethnographic research we noticed that
many consumers were putting extensive
efforts into cleaning their home (floors) before
receiving visitors.”
Hypothesis Insight
A B C
Observation
@HAKIMZEMNI
What is this?
“Men aged 25-40 seem to be using more
expensive beauty products such as
moisturizers and eye creams”
Hypothesis Insight
A B C
Observation
@HAKIMZEMNI
What is this?
“Men aged 25-40 seem to be using more
expensive beauty products such as
moisturizers and eye creams”
Hypothesis Insight
A B C
Observation
@HAKIMZEMNI
What is this?
“When seated in a bar or club people do not want to
leave their table but want the waiter’s attention.
Hypothesis Insight
A B C
Observation
@HAKIMZEMNI
What is this?
Hypothesis Insight
A B C
“When seated in a bar or club people do not want to
leave their table but do want the waiter’s attention.
Observation
@HAKIMZEMNI
What is this?
“I do not like to dance with a drink in my hand. I wish
there was a way to avoid that when I go dancing and
leave my drink on the table, that my drink is gone
when I come back to take a sip.”
Hypothesis Insight
A B C
Observation
@HAKIMZEMNI
What is this?
Hypothesis Observation Insight
A B C
“I do not like to dance with a drink in my hand. I wish
there was a way to avoid that when I go dancing and
leave my drink on the table, that my drink is gone
when I come back to take a sip.”
@HAKIMZEMNI
BAS 2015 - 2016: The Art of Insighting
Wrap up
#x
Key takeaways
#1 WHY Being relevant to your consumers & shoppers is
key to unlock sustainable growth
#2 WHAT
#3 HOW A good insight articulates a consumer friction or
aspiration by describing for a specific context
what a consumer does, why (s)he does that
and what would make them change that
Thank you!
182

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BAS 2015 - 2016: The Art of Insighting