This is the full slidedeck of our 'Consumer Insightment' Smartees Breakfast session on 28 February 2013. The main focus is on how to arrive at potent consumer insights. Presentation by Annelies Verhaeghe (Head of Research Innovation InSites Consulting), Simon McDonald (Business Director Media & Entertainment InSites Consulting) & Emma Martin (Senior Trade Insights Executive BBC Global News Ltd).

1. Consumer Insightment
Smartees Breakfast
This is the full slidedeck of our ‘Consumer
Insightment’ Smartees Breakfast session.
The main focus is on how to arrive at
potent consumer insights. The main
theme is elaborated, followed an
interesting case study by BBC Global
News.

2. Fact sheet
 Spin-off of top-ranked business school
 15 years of experience and know-how
 Pioneer and innovator in online methods
 Covering any marketing domain
 Fully independent
 London, New York, Rotterdam, Ghent, Timisoara
 125 passionate employees
 Proprietary research panel in +25 countries
 Run research communities in +37 countries and
surveys in 60+
Awarded by ESOMAR I AMA I ARF I MRS I MOA I AMMA
Who we are

3. Social Media
Research
Communities
Listening &
Netnography METHODS
We allow participants to ENGAGE
with us anytime, anywhere (online,
Online Digital mobile, asynchronous methods…).
Group Engage We make it fun for them to give
Surveys
Discussions more & better answers
(gamification, audio-visual cues,
design…). We empower them to be
co-researchers (crowd
1on1 interpretation, co-moderation…).
Consumer-led
Online
Ethnography
Interviews

4. Helping world leading brands
become locally relevant

5. CONSUMER
INSIGHT
ACTIVATION
by Annelies Verhaeghe

6. It’s hard…
@annaliezze

7. Beyond the obvious
I don’t know
what I don’t
know
I don’t know
where to
NO
start
Leverage
YES
Known Unknown
@annaliezze

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

9. Beyond intuition and trends
@annaliezze

10. It’s hard…
@annaliezze

11. It’s hard
To imagine
the future
@annaliezze

12. @annaliezze

13. A good insight start with
the consumer
@annaliezze

14. But consumers don’t know
Observation is key!
@annaliezze

16. Grasping
THEIR
Perspective
@annaliezze

17. The consumer is in control!
@annaliezze

18. @annaliezze

19. Understand their needs

20. Understand consumer behavior
CATEGORY
PRODUCT
BRAND
OCCASION
More often
More Heinz
More Ketchup
More cold sauces

21. Understand consumer journey
Insightment community
Flight1
Flight 2
Passport
control
Arrival new
gate Time left
orientation
Security

22. Let the magic begin
insight
Interpretation
Meaningful
observation
Observation

24. interpretation
Crowd
The result? 20-40% added value!

25. Using the power of the group
Define
actions
Shaping
insights
Reflective
probing

26. Validation
Relevance
+ Freshness
+ Excitement
+ Contagious
INSIGHT STRENGHT
@annaliezze

27. From
„validation‟
only to
understanding.

28. @anneliezze

29. 1. Asking the right questions
@anneliezze

30. 2. Leveraging existing knowledge
Connecting the dots Making knowledge
available
Capturing marketing
assumptions
@annaliezze

31. 3. Changing the
Hearts,
minds
& actions
@anneliezze

32. Inspire, Engage, Activate!
@anneliezze

33. Dear all,
I really encourage all of you to spend this hour as it
is not only a crucial part of the process to get your
thoughts and thinking on this but it is also a fun
learning experience for yourself. I just finished it
myself and considered it time well spent despite my
too full schedule.
Maybe this is another incentive: I guess none of
you want me to win this game…:-)
Marieke Kimmels, Heinz marketing director
continental Europe

34. 4. Avoiding the solution space
@anneliezze

35. 5. Structural approach
But start small
@annaliezze

36. Annelies Verhaeghe, Head of Research Innovation
InSites Consulting
+9 269 14 06 annelies@insites-consulting.com
@annaliezze

37. Me and My News Media
“
“With smartphones
and tablets … news
spreads like fire!”
www.insites-consulting.com
Ghent I Rotterdam I London I Timisoara I New York

38. Long tail of objectives
38

39. So we set off on a trip…
Understand news consumption
Who are they and how they consume the news
Which devices they use how and why for the news
Consumer insight into advertising

40. Multistage research to answer all elements of the brief
COMMUNITY Global SURVEY
Summarize past BBC
research project Develop personas of
news users
Desk research Measure
Explore and Understand
Clarify the needs Validate qualitative
news consumption
findings
patterns
Report back and inform
Understand attitude
towards devices

41. Who we talked to…
– INTERESTED IN NEWS
– All were working full time
– Top 20% of income
– Owners of at least 3 out of 4 devices/screens
of
– BBC users and BBC non-users
Laptop / desktop across:
Poland
Smartphone
Germany
France

42. joining a closed online platform
longitudinal connection
managed by moderators
life
news habits
BBC BBC website
Blogging and usage of devices
advertising
group of news consumers of (BBC user and non-users)
from all over the world

43. Quantitative online survey
To validate the qualitative
findings Type of news consumer
News consumption patterns
Second Screen Usage
QUANTITATIVE
Curation vs. Control
User Generated Content
Advertising
BBC Usage

44. Method
One-on-one online blogging & community approach
Activity Details
• Various creative exercises using mood boards
and uploading of pictures resulting in engaged
participants and rich output
• Over 1,500 posts in the discussions
• About 800 uploaded images
• An Individual Tasks Room for working on the
daily one-on-one blogging assignments
• A Discussion Room for bringing together all
participants after the blogging period for a joint
deeper discussion of some topics
• A Get Connected Room to have an engaging
environment for all participants to interact and
chat with each other
44

45. News Consumption and Device Drivers
45

46. Top of mind drivers are VERY
functional
“
“I use the TV and PC/Laptop at home in addition to my tablet. At work, the only
screens I have access to are the tablet and the smartphone. I don’t use the work
computer for anything non-work related.......
Deciding which screen to use at home is mostly about convenience. I find it
easier to work on the laptop/pc at home and if I have work, I use those for
browsing the web as well... If I don't have work and am in the living room or
bedroom, I use the tablet instead. Used to be the laptop a couple of years back,
but that’s too big now. The tablet works.
TV is at night. Not throughout the day. At work, its the tablet because that is all
I have access to and I can connect it to its keyboard dock and place it on my
desk, it works as a little netbook.
And throughout the day, I have my phone in my pocket. If I want to check
something at any time, wherever I might be, I have the option of using it..”
46

47. What is News Consumption influenced by?
Device/
Screen
Purpose (i.e. People
intention) Around
Type of Daily
Consumer Routines
News Consumption
Type of Time of the
News Day
Intensity of
Occasions &
Consump-
Settings
tion
47

48. What is device usage driven by when consuming news?
Time of the Occasions &
Day Daily Settings
Routines
People
Around
Functional
Device/
Screen
Emotional
48

49. What is device usage driven by when consuming news?
Time of the Occasions &
Day Daily Settings
Routines
People
Around
Type of Consumer
Functional
Type of
News Purpose (i.e.
intention)
Intensity of
Consump-
tion
Device/
Screen
Emotional
49

50. News Personas Identified
Light Users
Routiners
News and Workers
Interested and Interesting
News Junkies
Travel
50

51. News Personas Identified
Light Users
Routiners
News and Workers
51

52. News Personas Identified
Interested and Interesting
News Junkies
TV – especially BBC
World!
Business Smartphone Laptop Tablet Hotel
Travel
Travel
52

53. The internet is the device to news users.
The different devices are the conduit or the
window to access the internet
News users are “device agnostic”.
53

54. 54

55. 200 SLIDES…
APPROX 700,000 DATA POINTS
55

56. BUT THAT’S JUST THE START…
What’s What will make
media agencies
new about want to book in
meetings with us
this to discuss?
research?
What do we
How do the call it? How do
findings align we launch it?
with business
objectives?
56

57. VERSIONS OF THE
PRESENTATION LATER…
57

58. WE HAD THIS…
7 slides shared with the great and good of the media industry at
Media 360
58

59. AND THIS…
59

60. connecting the story
THE FIRST GLOBAL STUDY
OF NEWS CONSUMPTION
ACROSS MULTIPLE
SCREENS
60

61. Simon McDonald, Business Director Media &
Entertainment InSites Consulting
+44 20 7870 2577 simon@insites-consulting.com
Emma Martin, Senior Trade Insights Executive
BBC Global News Ltd