This document summarizes a methodology called "Crowd Interpretation" used by Insites Consulting to generate consumer insights. It involves analyzing research data through discussion with research participants in order to obtain richer interpretations and unique insights. By involving consumers directly in the analysis, it aims to gain a more accurate understanding of different perspectives. The document provides examples of how Crowd Interpretation has been applied successfully with clients in various industries to generate 20-40% unique insights and drive business impact.

1. New York I London I Rotterdam I Ghent
www.insites-consulting.com
WELCOME!
Filip De Boeck
Managing Partner
How to get new consumer insights through
Consulting Boards, Digital Personas and Crowd
Interpretation

3. …
FLAWSOME
SCREENCULTURE
INFORMATIONCONSUMER
PROFESSIONAL AMATEURS
DEALERCHIC
SOCIAL EVERYTHING

4. 8/10
WANTS TO BE IN
THE BOARDROOM

5. Reality
= TECHNOLOGY TAKES
OVER WHAT SOCIAL &
HUMAN IS
ALL ABOUT
≠ DATABASES
≠ COMMUNITY PANELS
≠ BIG DATA

11. Crowd Interpretation©
What happens to consumer insights when consumers take
over analysis?

12. “The customer is to be
at the heart of all our innovation,
branding and communication.”
“Recognize this mission?
It’s hard…

13. because…
Consumers often don’t know when asked
OBSERVATION IS KEY

14. Researcher gaze
GRASPING THEIR PERSPECTIVE
because…

15. because…
Different perspectives
KNOWLEDGE GAPS
= culture, generation, objective

16. CROWD INTERPRETATION©
is the analysis of research data by a group of research
participants in order to obtain richer, more accurate
interpretation of data that leads to insights.

17. Bounded
Rationality
Wisdom of
crowds
Investigative
triangulation

19. 20% to 40% unique insights from the crowd
CROWD-INTERPRETATION©
differential impact

20. CROWD INTERPRETATION
Human insights as backbone
PEOPLE
Ketchup in daily lives

21. Insight Platforms
Themes
Present to Impress
CROWD INTERPRETATION

22. Online ethnography
28
3
1,000
Insight generation
CROWD INTERPRETATION

23. Online ethnography
28
3
1,000
I miss ketchup
I realize now that ketchup is
adding more than anticipated
Deprivation Activation
Insight generation
CROWD INTERPRETATION

24. Insight generation
Crowd Interpretation©
 Online game played by Heinz marketers &
research participant
 Be the best in analyzing each other consumer
behavior
CROWD INTERPRETATION

25. Insight generation
Crowd Interpretation©
20% unique insights from the crowd
& FUN
CROWD INTERPRETATION

26. START FROM THEIR
OWN EXPERIENCE
IMPROVING TRANSFER
FLIGHT EXPERIENCE

27. Imagine…

28. Insightment
Ideation &
Concept Development
Validation
3 Phases

29. Connecting the dots

30. Insightment communityInsight Activation community
OBSERVATION
Follow passengers
on their journey
CROWD
INTERPRETATION©
Get in-depth insights
DISCUSSION
Shape the
insights

31. MY STORY
MY OBSERVATION
MY INTERPRETATION
MY EVALUATION

32. The results?

33. GET IMMERSED IN THE LIFE OF PATIENTS
EXPLORE TYPICAL HYPERTENSION MOMENTS
TRANSLATE INTO ACTIONABLE & RELEVANT
SERVICES

34. OBSERVATION
CROWD
INTERPRETATION©
DISCUSSION

35. Crowd
interpretation©

36. 360° INTERPRETATION
55
hypertension
patients
24 HCP’s
50 peers
?

37. 19 insights + 25 insights
3
5
6
0
1
6
4

39. 20 to 40% UNIQUE insights + FUN
RESULTS OF
CROWD INTERPRETATION©
Knowledge Leverage
Content Leverage
Internal Leverage
Understanding HUMANS not technology
≠ types of CROWDS lead to ≠ INSIGHTS
CROSS-CULTURAL understanding
And create IMPACT within companies

40. What you DO to people is
equally important as
what you ASK
… “THROUGH” NOT “TO”

41. linkedin.com/in/nielsschillewaert
@niels_insites
niels@insites-consulting.com
www.insites-consulting.com
New York I London I Ghent I Rotterdam
Managing Partner

44. An icon of a global brand

45. 360°
evaluation

46. Before: focus groups

47. From good to great
Focus groups were only giving
a snapshot of reality
Limited time spent with
consumers and a limited portfolio
of research techniques possible
Largely determined by the quality
and experience of the moderator
Internal stakeholders do not follow
sessions that often

48. After: Research Communities

49. Triangulation
Data
Method Environmental
Theory
Investigator

50. Doing things
faster and more
cost-efficient
Gaining a higher
quality of data &
deeper insights
Doing things that
were just not
possible before
Evaluation of a method

51. 5 countries (USA, China, Poland, Italy & Germany)

52. #1
Reason to
participate
#2
Conversation
guide
#3
Role of the
moderator
#4
Gamification
Different country, different story

53. Expectations
towards the
brand & the
Catalogue?
First
impressions
& second
thoughts?
Conversion
and impact on
the brand?
Evaluation of the 2013 Catalogue
Phase 1
Who is the
reader?

55. Results
Right
direction
Improvements
to the
Catalogue
Revision of
the mobile
application

56. Phase 2
Reactivation of the communities to test
cover ideas for the 2014 Catalogue

57. Participants >
Consumer Consultants

58. Emotional/
implicit
measurement

59. Battle of
the covers

60. Results
Feedback for
creatives
Clear
direction

61. Dialogue between
the internal and
external world

63. Frederic.Gennart@
Inter-IKEA.com
tom@insites-consulting.com
@tomderuyck

64. 6464
The art of research
How we increased the value of the Diesel Pinterest page
By Annelies Verhaeghe, Head of research Innovation, InSites Consulting
June 26th, 2013

65. From marketing to people
to marketing through people

66. How to increase the value of the
Diesel Pinterest page?

67. Challenge accepted
A hybrid methodology

68. Social media
listening
• Behavioural
measures
• # followers
• #pin & repins
• # likes
• # comments
• Top content

69. Home maker
Social media
netnography
• Clustering
Pinterest content
into online
persona’s
• Applying principles
of visual
ethnography

70. Activation mapping
• Quantitative survey
• n = 1222
• Current followers of Diesel
Page, Pinterest users & Online
target
• Profiling on socio demo’s,
lifestyle and passion points
• Activation profile
• Identification with the Pinterest
persona’s
%

71. Knowledge leverage
The value of the current Pinterest page

72. Knowledge leverage
What makes them tick

74. Luxury brands
Impress people
Show my style
Fun in life
No status quo
Excitement
Trendy products
Branded
The current followers

75. MODEL MAINSTREAM

76. Internal leverage
From insight to action

78. External leverage
Did we have an impact?

79. 71% knowledge
65% identification
67% store visit
69% website
59% buying
Changing the heart, minds & actions

80. +41%
+44%
55% wom

81. Moving from reach
To relevance

82. www.insites-consulting.com
@niels_insites