Blinded by Technology?
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A Future Proof Consumer & Market Intelligence Framework
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Blinded by Technology?
- 20. Daniel Arsham
- 28. empathythe capacity to place oneself in another's position
- 30. Premium ValueMarket Value UndifferentiatedDifferentiated Adapted from Pine and Gilmore, 2011
- 31. MEMORY EMPATHY INTERACTOBSERVE 4 REALMS OF AN experience
- 33. CREATIVITY
- 37. EXPERIMENTATION
- 39. FORESIGHTS
- 42. SCENARIOS
- 43. FORESIGHTS
- 48. READY TO GET TO THE FUTURE FIRST? linkedin.com/in/tomderuyck @tomderuyck @tomderuyck tom@insites-consulting.com W W W . I N S I T E S - C O N S U L T I N G . C O M TOM DE RUYCK Managing Partner
Editor's Notes
- Animaties+ een paar video’s Social media vermelding op iedere slide (BIG 3)
- HAPPENDE MOND (eentjes en nulletjes spuwt) & MAGNEET (die centen en tijd aantrekt) Famous VC Quote from 2011 Real world is ‘digitalized’ – software eats the world Software & technology like a ‘magnet’ for (attracts): > Money from VC’s > 2/5 of the start-ups that claim to be AI driven aren’t; > Attention from companies > technology will solve all problems #holygrail;
- ‘Harnessing our digital future’ – McAfee & Brynjolfsson 3 pilars of the ‘Digital Economy’ Data from a crowd genereated on a platform and mined by a machine! [Cfr. Insights & Anlytics Industry] /// Didi stuurt taxi’s proactief naar plaatsen waar veel mensen zullen zijn! #proactief
- Impact on Society? Impact on Business…
- China trip earlier this year. I expected an adventure… But everything went smooth and frictionless (thanks to technology) Works to a certain extend. Booking gets my money because bookings happens in 3 clicks. Even I perfectly now which hotel to book. I choose Booking.com because its process is effortless and frictionless. Back to China! It became boring. I missed a WOW factor, I missed human empathy and emotion. It was perfect, some of the tech was very instagrammable, but it was never a memorable experience. Memorable experiences are important, because neuroscience tells us that most of the interactions we have with brands are forgotten. Only a few positive or negative ones stay with us and have a long term impact on our perceptions. Example of a memorable experience in the hospitality industry: wedding aniversary L’Air Du Temps. From Instagram to a nice surprise on the table (foto erin stoppen on next slide) Or the student hotel with their purpose of being a student for life. Meeting other people, life long learning, doing something crazy. CONCLUSION: Great experiences: tech and data are enablers, empathy and creativity are drivers!
- China trip earlier this year. I expected an adventure… But everything went smooth and frictionless (thanks to technology) Works to a certain extend. Booking gets my money because bookings happens in 3 clicks. Even I perfectly now which hotel to book. I choose Booking.com because its process is effortless and frictionless. Back to China! I missed a WOW factor, I missed human empathy and emotion. It was perfect, some of the tech very instagrammable, but not a memorable experience. Memorable experiences are important, because neuroscience tells us that most of the interactions we have with brands are forgotten. Only a few positive or negative ones stay with us and have a long term impact on our perceptions. Example of a memorable experience in the hospitality industry: wedding aniversary L’Air Du Temps. From Instagram to a nice surprise on the table (foto erin stoppen on next slide) Or the student hotel with their purpose of being a student for life. Meeting other people, life long learning, doing something crazy. CONCLUSION: Great experiences: tech and data are enablers, empathy/emotions and creativity are drivers!
- Platforms like Amazon know what we buy and who we are through trillions of data points. They know what’s trending and what’s not. More difficult > product or service innovation. Because, they don’t know our unmet needs. Data doesn’t tell you about that and the why behind it. You need to understand the ‘why?’ for that AND experiment (and get feedback from the market)! (Alibaba offers this service to major FMCG clients)
- In Japan, advertising agencies that have an AI as a creative director. Helps to craft adds based on best practices. This is what you get: all the same. No differentiation, because of LACK OF CREATIVITY. BUT - In Cannes :: issue > almost non of the award winning ads are doing well among a general consumer audience. ONLY creativity! #nocorrelation
- CREATIVITY + BEST PRACTICES (HUMAN + AI) > Only a 2 star ad / 5. So, NOT A WINNER YET. WHAT’s the missing magical ingredient? Consumer Understanding > why/insight >> #recognition #aha #emotion (!) Creativity + best practices and consumer insights is the magical formula!
- The Inevitable (BOOK) Voordeel van Tech is niet sustainable. Voordeel in tijd dat je hebt met het technologische aspect wordt alsmaar korter. Human ‘skills’ make the difference! Exell not only in tech, but also in human TECH + Human > Augmented Intelligence
- Exell not only in tech, but also in human TECH + Human > Augmented Intelligence Research by AI company Quid showes that aug. intel. Scores 15% better on tasks than human or machines alone! /// Empathy - Hearts Understanding (insights) - Minds Creativity & Experimentation - Actions
- Exell not only in tech, but also in human TECH + Human > Augmented Intelligence Research by AI company Quid showes that aug. intel. Scores 15% better on tasks than human or machines alone! /// Empathy - Hearts Understanding (insights) - Minds Creativity & Experimentation - Actions
- Steve Jobs – Learning from the past and others > best practices – HINDSIGHTS; Learning from consumer behavior and unmet needs – INSIGHTS; Having a clear vision on where things mind go in the future – FORESIGHTS; Bill Gates 15 predictions from 1999 that 20 years later have become a reality! Weeks in a chalet in the woods to connect signals and think about the future…
- TODAY Insights & Minds Box under pressure! Why? #technology #otherteamsdiy
- E.G. Cereal Partners Worldwide (a joint venture between Nestlé and General Mills) – calculated that their community generated a 100% ROI due to cost savings. CPW was also able to get 7 times more concepts through quantitative validation stages in half the time, compared to the previous year. The drivers of this success lay in the fact that CPW keeps consumers in the loop and sticks to foundational consumer insights, by means continuous iterations that allow for pivoting mid-way the innovation program. #tindertool Better understanding of Consumers (real life observations – dichter op de huid van) Faster decision making At lower cost (through technology > crowds on platforms with automation bots and AI)
- Missed opportunities! Rest van de box Human elements that will make the difference CMI in the lead, owner of the new box Jump out of the box & Own it! Insights als rode draad + look back & forward + think about hearts & actions too
- Art – Archeological artefacts, to create distance and to be able to reflect on the recent past.
- Bringing it to life! Learn from failures rather than successes…
- Looking beyond the silo of a dataset/project Combining different data sources (primary, seconday, social data, …) Answering basic questions > Unilever taken over 25% of questions answered in the past by QT/U&A (people data centre) Meta learnings/best practices/succes drivers (Q-music example) CONNECTING THE DOTS WORKSHOP! #lowhangingfuit Studio linken als harvesting platform
- Looking beyond the silo of a dataset/project Combining different data sources (primary, seconday, social data, …) Answering basic questions > Unilever taken over 25% of questions answered in the past by QT/U&A (people data centre) Meta learnings/best practices/succes drivers (Q-music example) CONNECTING THE DOTS WORKSHOP! #lowhangingfuit Studio linken als harvesting platform
- Connecting the dots between observations + why & wished outcome Master the skill of crafting insights #academy
- In my experience, it is about delivering these insights in a way that is memorable and that generates empathy. So what type of deliverables do you think succeed in this ambitious goal? Making insights memorable and generating true empathy. Bewijs in Danone paper en Unilever R&D paper dat empathy noodzakelijk is voor impact: ESOMAR Best Paper AwardS
- BUY THE RIGHTS ON THE WEBSITE! In general empathy levels have decreased by 48% over the last 40 years. For many marketeers a consumer is a faceless and abstract construct. A entirely theoretical construct encountered only in research reports. 1/ Involvement #DIY > Memory! De kracht van insights writing is niet dat ze het zelf moeten doen maar omdat ze onderdeel zijn van het proces. Mate waarin je begrijpt, voelt en ook credible vindt. Moment dat bedrijven gescaled zijn is er disconnect tussen consument en bedrijf en industrualisatie van research geen connectie tussen CMI en agency - je weet niet vanwaar het komt. Onderdeel zijn van process. Je begrijpt het voel thet en je owned het. Meer te involven achter de schermen 2/ Consumer Connect > Empathy! Marketers leven in een bubbel, anders dan hun consumenten - je empathy nodig en thick data om je consument te voelen en de insights te begrijpen Consumer Connect - Consumer Immersion Minds, Hearts VB: waarom werken we voor Uber, ze hebben alle data - maar ze kennen de stories niet en ze kennen de why's niet
- Luckily Pine & Gilmore feature a 4th type of offering: EXPERIENCE. An experience is a series of events that stimulates the senses and activates an audience to pay full attention. It evokes emotions which are crucial in creating memories. How can we deliver MR as an experiences?
- A first dimension to take into account is the participation level. Do we want people to interact with the flow of events or just observe. Active participation is easier for smaller audiences. Then we should think about the objectives we want to achieve. Do we want people to absorb insights and make them memorable? Or do we want to immerse them in the lives of their consumers and generate empathy? I’ve been playing around with EXPERIENCE for a while now and looking back, I mostly have “experience” on the right side of the spectrum. Actively engaging a smaller audience. For Air France KLM for example where we shared results of a concept test as a concept casino where people could place their bet on the concept that scored highest on a specific KPI. Truly making the results stick. For Heineken we wanted to increase empathy with the target group of party people, so we took the team on a lounge tour and gave them empathy cards with activities to perform to relive the journey of the target group. For experience examples on the left side, I had to look outside my own projects. When Skype wanted to introduce a new metric in the organization - the user ‘pulse’ –, they also tapped into experience. They built an installation with data-points represented by physical balls. An airstream shoots the balls in the air to the correct, corresponding height to show if the score goes up or down. And yes, people go wild when the balls go up. Last but not least, technology can provide a solution to also make immersion more scalable to a bigger audience. Instead of limiting the experience of an in-home ethnography to the happy few, VR could make this experience accessible to a whole organization. Thinking back about the Philips Sonicare project, I realized later that there was room for improvement on the empathy level. So I’d like to show you what I would do if I could do the project again – staging an experience – right here – right now - using technology that most of you have in your pocket.
- If you didn’t get it up on your own phone, this is how it works. So you can swipe to center the view on where the action is. You can look around by moving your phone, by following me for example. You can look up and down in the bathroom, You can even turn around. And with a simple pair of VR googles or Google Cardboard, it gets even better. For the true observers among you, you’ll notice some interesting behaviors in this routine. And you get fully immersed in the CONTEXT of the consumer.
- We fight for the same attention, je hebt niet genoeg aan insighst maar ook creatief om iets te doen met die insight. In sight is basis en dat is niet unique, het is belangrijk wat je met de insight doen > “67% percent of the companies in the top quartile in terms of creativity display above-average organic revenue growth” > We know from the work of Binet and Field published by the IPA in its report The Link Between Creativity And Effectiveness, that creativity amplifies the impact of marketing monies (measured as share growth) by a factor of eleven. EYEKA – 1/9/90 Marketeers/executives zijn niet creatief! 1% : creativity is intelligence having fun - insights as a briefing - Intelligent Naivity – weten niets van industry, cultuur, van waar ook ter wereld #diversity - Cross indusrty / bio mimicry #fertilisation Genius - romeinen, was niet iets dat verwees naar persoon, geest die sprak tot u - omring bedrijf met genious Culture waar failure en crazy allowed - Tata heeft best failed idea, Google graveyard #culture 20-40% beter concepts #eyeka
- We fight for the same attention, je hebt niet genoeg aan insighst maar ook creatief om iets te doen met die insight. In sight is basis en dat is niet unique, het is belangrijk wat je met de insight doen > “67% percent of the companies in the top quartile in terms of creativity display above-average organic revenue growth” > We know from the work of Binet and Field published by the IPA in its report The Link Between Creativity And Effectiveness, that creativity amplifies the impact of marketing monies (measured as share growth) by a factor of eleven. EYEKA – 1/9/90 Marketeers/executives zijn niet creatief! 1% : creativity is intelligence having fun - insights as a briefing - Intelligent Naivity – weten niets van industry, cultuur, van waar ook ter wereld #diversity - Cross indusrty / bio mimicry #fertilisation Genius - romeinen, was niet iets dat verwees naar persoon, geest die sprak tot u - omring bedrijf met genious Culture waar failure en crazy allowed - Tata heeft best failed idea, Google graveyard #culture 20-40% beter concepts #eyeka
- We fight for the same attention, je hebt niet genoeg aan insighst maar ook creatief om iets te doen met die insight. In sight is basis en dat is niet unique, het is belangrijk wat je met de insight doen > “67% percent of the companies in the top quartile in terms of creativity display above-average organic revenue growth” > We know from the work of Binet and Field published by the IPA in its report The Link Between Creativity And Effectiveness, that creativity amplifies the impact of marketing monies (measured as share growth) by a factor of eleven. EYEKA – 1/9/90 Marketeers/executives zijn niet creatief! 1% : creativity is intelligence having fun - insights as a briefing - Intelligent Naivity – weten niets van industry, cultuur, van waar ook ter wereld #diversity - Cross indusrty / bio mimicry #fertilisation Genius - romeinen, was niet iets dat verwees naar persoon, geest die sprak tot u - omring bedrijf met genious Culture waar failure en crazy allowed - Tata heeft best failed idea, Google graveyard #culture 20-40% beter concepts #eyeka
- - Quote: if we double the number of experiments we double our turnover (Jef Bezos) - Pascal Coppens (Nexxworks): "westerlingen leren door te denken, chinezen leren door te doen“ - you should start selling your product before it exists Adobe Mark Randall Experimentation (in market) - Als je kijkt naar de hele manier waarom we onderzoek doen dan is dat gebasseerd op denken - Je hebt de twee nodig, je hebt consumer need nodig en dan gaan experimenteren (the best of both worlds, insight hebben en mixing with creativity en experimenteren) - Vb: Philips nieuw product, natte stofzuiger, via amazon en kijken welke beste verkoopt / Drinkfinity - Learning organization - In-market testen, post launch tracking
- - Quote: if we double the number of experiments we double our turnover (Jef Bezos) - Pascal Coppens (Nexxworks): "westerlingen leren door te denken, chinezen leren door te doen“ - you should start selling your product before it exists Adobe Mark Randall Experimentation (in market) - Als je kijkt naar de hele manier waarom we onderzoek doen dan is dat gebasseerd op denken - Je hebt de twee nodig, je hebt consumer need nodig en dan gaan experimenteren (the best of both worlds, insight hebben en mixing with creativity en experimenteren) - In-market testen, post launch tracking - Vb: Philips nieuw product, natte stofzuiger, via amazon en kijken welke beste verkoopt / Drinkfinity - Learning organization
- * The only constant thing in life is change, so you better come prepared The Future is urgent, our World is changing exponentially, so you better be prepared ‘Overestimate impact of the new in the short term and underestimate it in the long term’ Kikker metafoor
- Gerd Leonhard: ‘Foresights are the insights we all have if we have the time to listen to signals’ Via network Illume
- Predict VS Anticipate Future VS Futures
- Scenario’s > action plan / battle plan Nike gebruikt science fiction writers om story te creeren om te gebruiken als product development, ze gebruiken comics, science fiction writers om uit te werken hoe de toekomst eruit ziet
- Lowe HI creates prototypes in its Silicon Valley Lab and even works together with NASA (cfr. friend Kyle Nell) > (more than 5 years ago already)
- Manchester City – engaging with female fans > female empowerement future vision Vb: Jagermeister - GenZ project - Mventures, Mast Ventures (Mast Jagemeister), die gaan start-ups gaan funden die bijdragen tot mission van jagermeister. Ze gebruiken het gedrag van GenZ om na te denken wat de best night out euit ziet en zo samenwerken met start-ups hoe de night er binnen 10 jaar uitziet Royal Bank of Scotland > exponential technologies and future consumer behavior/needs > what to invest in / experiment with and what not Royal Bank of Scotland > 10 disruptive technologies and their future applications. Current Readiness: NEED X BEHAVIOR > + evolution towards the future via trends & lead users. IKEA It's the biggest piece of news from l ast month that caught my eye: Furniture giant Ikea is expanding tests for customers to rent furniture. In doing so, Ikea is beginning to shift its business model to subscription-based leasing options. Experimenting with the model. Next to urban showrooms. Being ready for change in demography + the 5th industrial revolution. Future of Work (Nestlé Professional) > hoe gaat de consumptive op de werkvloer veranderen > innovation! //// Innovation & CX > 3 to 5 years > future proof innovation funnel > Royal bank of Scotland Brand & Coms > 1-3 years > pioneer as a brand > Gillette/Dash > evolution of feminity + dominant & emerging codes via semiotics > celebrate women the new way Manchaster City Future of category or industry > work/mobility > 5 to 15 years ahead > Nestlé Professional
- Missed opportunities! CMI in the lead, owner of the new box Jump out of the box & Own it!
- PEOPLE TECH / Diversity in profiles