Tag Archives: Insight

Top 10 Trends Impacting the Future of Insights & Innovation

In the world of insights and innovation, trends are
impacting the way we understand our customers, cultivate relationships with
customers, improve products, create new products, and build business in a very
big way.
This year at KNect365′s Insights, Marketing and Innovation
Division, we have an amazing lineup of conferences that will help you inspire
new thinking and drive your business forward.
Here are the key trends we think you need to stay on top of:
Conscious Leadership
John Mackey, Co-Founder and Co-CEO, Whole Foods Market,
Best-Selling Author, Conscious Capitalism:
Liberating the Heroic Spirit of Business
Find this session at
TMRE October 18-20: http://bit.ly/25cgoRY
Directing the Story (with a Little Help from Aladdin,
Fantasia, Pocahontas & Piglet)
Francis Glebas, Author: The Animators Eye and Directing the
Story, Director, Storyboard and Visual Development Artist, Disney, Dreamworks
Find this session at
TMRE October 18-20: http://bit.ly/25cgoRY
Deciphering Generations X, Y and V: How to Understand Next
Generations and their Trends for guaranteed reach.
Jane Buckingham, Founder and CEO, Trendera, bestselling
Find this session at Marketing Analytics & Data Science
June 8-10: http://bit.ly/1ssK1gf
Google’s Evolving Toolset for Omnichannel Measurement
Matt Seitz, Google
Find this session at OmniShopper July 11-13: http://bit.ly/1Xmsdiu
Technologies to Watch Out for and Their Impact
Gary Shapiro, Consumer Technology Association
Find this session at Foresight & Trends September 27-29:
Big Data
Big Data and Deep Analytics: The Industries of the Future
Alec Ross, New York Times Best-Selling Author, The
Industries of the Future, Former Senior Advisor for Technology and Innovation
at the State Department
Find this session at TMRE October 18-20: http://bit.ly/25cgoRY
Evolving Celebrations ‘ Getting to the Heart of the Consumer
Carol Miller and Andrea Navratil, America Greetings
Find this session at Marketing Analytics & Data Science
June 8-10: http://bit.ly/1ssK1gf
How Logitech Gained Valuable Agile Shopper Insights
Betsy Aristud, Logitech
Find this session at OmniShopper July 11-13: http://bit.ly/1Xmsdiu
Conscious Leadership
John Mackey, Co-Founder and Co-CEO, Whole Foods Market,
Best-Selling Author, Conscious Capitalism: Liberating the Heroic Spirit of
Find this session at
TMRE October 18-20: http://bit.ly/25cgoRY
Entrepreneurship & the Future of Food
Manoj Fenelon,
Find this session at Foresight & Trends September 27-29:
We hope you join us
at one of our conferences so you can activate these trends and drive your business
forward in the future!
Learn more about
Marketing Analytics & Data Science:
http://bit.ly/1ssK1gf Use code MADS16BL for $100 off the current

Learn more about Foresight & Trends:
http://bit.ly/1XmrMVw Use code FT16BL for $100 off the current
Learn more about
Use code OMNI16BL for $100 off the current rate.
Learn more about The
Market Research Event (TMRE):
http://bit.ly/25cgoRY Use code TMRE16BL for $100 off the current

The Insights, Marketing, and Innovation Team at KNect365

Activating and embedding insight ‘ Feeling is believing

John Sayers
Insight communication has an increasingly
important role in the research process and in the business world in general. It
is no longer acceptable for the responsibilities of a research agency to stop
at the debrief, more often than not, that is when the real work starts. It is
also when the work begins in earnest for the client.
Insight needs to be supported on its
journey and given wings, so that greater value, impact and understanding can be
gained from it. This makes the role of research more valuable and the wider
industry more of a partner of the business than simply a supplier, cementing it
as a transformational role, rather than a transactional one.
There are all sorts of ways to communicate
insight and bring research to life, from the simplest infographic to a fully
immersive experiential event. Using internal poster campaigns, digital
platforms and apps or events and installations. The possibilities are endless,
budgets and creativity (or lack of them) are the only limiting factors. However,
it is important to choose the right tool for the job. Insight recommendations
need to be influencing not just the influential within a business but sometimes
everyone, connecting them with the customer, making the means of communication
vitally important.
For example, Virtual Reality films are an
extremely effective option for customer immersion. They can bring a sense of
immersion that is game-changing in terms of bringing real people and their
needs and issues into the board room. Unlike a traditional customer connect
program that is a moment in time never to be repeated and very often only
reported afterwards via a few PowerPoint slides or word of mouth, VR films are
reusable and easily transferable around a business via an app and a VR headset,
like HTC’s Vive or Google’s $15 Cardboard. They are memorable and create a buzz
within an organisation. They can put the viewer right there in the room, at the
moment of insight, so they can ‘experience’ the lives of their customers. It
creates a level of empathy and understanding for a person or situation. Feeling
is believing’and empathy is key to feeling.
Socialising insight within a business is
important, be that bringing understanding and familiarity with a segmentation
or highlighting a real customer issue or tension to a service design team. It’s
possible to deploy tactical, current, topical streams of information at the
right times and in the right channels, so they are easily picked up by
employees without having to be searched for, it helps align understanding and
thinking. For some employees, it could be the first time they have ever ‘met’ a
There are exciting times ahead – clients
are demanding more engagement and ROI from research and, by bringing customer
based insights to life, research is becoming more integral to the internal
dialogue within the business, really moving them towards the customer
centricity they often speak of and long for.
Insight communication employing the
creative use of new technologies (along with some old and established ones) is
perfectly placed to drive this increasingly important role. It’s a whole new
discipline, a whole new industry, energising research output, making it more
human and ensuring businesses have both an “inside out” and
“outside in” approach for both their customers and employees.
the Author: John comes from an advertising background having previously been a
designer, art director and creative director. For the last decade, he has been
the Creative Director of Firefilms and has focused his attention on the capture
and communication of insight using film, while also developing award-winning
has also just launched Insider, which deals solely with the communication of
insight in creative ways using film, print, digital, events and experiences. John can be reached on Twitter @InsiderInAction and via his website www.InsiderInAction.com. 

Uncover Google’s Impact on Market Research at InsighTech

“The biggest disrupting factor in market research is the emergence of behavioral data.” – Joris Merks-Benjaminsen, Head of Digital Transformation, Google
Will behavioral data replace the need for ‘classical’ questionnaire based research? Or for qualitative research? According to a recent interview with Joris Merks-Benjaminsen, Head of Digital Transformation at Google, behavioral data is good at uncovering the ‘what’, but not so good at delivering the ‘why’. It’s a combination of the more traditional quantitative and qualitative data sets, blended with behavioral data that delivers deeper insights into consumers.
Click here to read InsighTech’s exclusive interview with Joris: http://bit.ly/1Bpb09r
As researchers, we know that traditional research methodologies alone are not enough. But how can these new methodologies and technologies be successfully implemented into your existing processes? Joris will share during his keynote Digital Transformation for Data Driven Professionals at InsighTech, taking place May 4-6th in San Francisco.
Innovations in Research Methodology & Technology
May 4-6, 2015
San Francisco, CA
Click here for more on Joris’s participation at InsighTech: http://bit.ly/1EVLsmf
Mention code TECH15LII & Save $100 off the current rate. Register today: http://bit.ly/1EVLsmf
We hope to see you in San Francisco!
The InsighTech Team

The Impact of #SocialTV On Consumers and Advertisers

This morning at the second day of The Media Insights & Engagement Conference in San Diego, Erika Faust, Client Service at Nielsen Social spoke to us about the impact of social TV on consumers and brands today.
According to Nielsen’s research, one quarter of social media users are aware of programming because of social TV.  Understanding social TV and the brand chatter taking place.
In the last six months of 2014, according to Faust, there were 433 million tweets about TV.  The research shows that consumers enjoy chatting about TV while they are watching their favorite shows. Faust said that there’s also a lot of chatter going on around brands. In fact, the research shows that there were 335 million tweets about brands.
So, how do these relate to one another?
The overlap between the populations is large, according to Faust. In fact, 59 percent of brand authors also tweet about TV. But, TV authors are sending four times as many tweets about brands than people who only tweet about brands. So, if an advertiser is looking to engage with people who amplify their brands, these people are a really good audience to target.
Meanwhile, TV authors have three times as many followers compared to authors that tweet only about brands. You are sitting on a valuable asset for your advertisers.

About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

Redefining the Path from Data Collection to Insight Curation at InsighTech

With unprecedented speed, technology is dramatically
disrupting the way we gather data, connect the dots and tell our insights
stories. The producers of The Market Research Event (TMRE) are excited to
invite you to the all-new InsighTech event. Redefining the path from data
collection to insight curation, InsighTech presents groundbreaking innovations
in the deployment of traditional and new research methodologies. Hear best in
class case studies from your peers, participate in experiential field trips AND
discover emerging technology likely to disrupt the industry even further. This
dual approach ensures you will be able to apply what you learn immediately AND
prepare for the future.
Learn more about this exciting event here: http://bit.ly/1GvhBrq
Featured speakers
The Future of Technology & What it Means for Your
Business: Chris Anderson, Former Editor-in-chief, WIRED, Author, The Long Tail
& Co-founder and CEO, 3D Robotics
The Futures of Market Research: Robert Moran, Partner &
Global Head, Brunswick Insight
Scaling Research for Breakthrough Innovation – The Platform
Approach: Daniela Busse, Director, Global Innovation Network, Citi
Download the brochure
for a full list of speakers:
Plus industry experts from Twitter, LinkedIn, Jawbone &
more will discuss how the research process is and will be effected by:
3D Printing
Virtual Shopping
Artificial Intelligence
Internet of Things
Social Gaming
Big Data
Data Delivery & Visualization
Mobile Research
Text Analytics
Social Analytics
And more!
InsighTech will cover everything from mobile research to
drones. Do not miss out on this unique experience that is focused on innovation
in research methodology & technology!
Mention code TECH15LII & Save $100 off the
standard rate. Register today:

The InsighTech Team


Insight ‘ does the content always match the label?

If someone asked me today, “What is an insight?” I have to ask back first “Who wants to know?”.
In my personal perception, there is no other word that has taken a faster rise on the market research hype cycle than insight.
And the faster the rise, the larger becomes the range of possible meanings.
Photo by Thea Kamilla
To the same extend differentiating power and accurate meaning of insight has suffered. Insight planning, insight management, consumer insights, strategy insight, insight-based segmentation,etc.; in German and other non-English languages these sound fantastic (they are not translated into locallanguage). That in fact might contribute to the confusion and disorientation.
For me it has always worked well to define the insight-concept, depending on the discussion partners and their backgrounds (target group-oriented approaches are known to have never hurt anyone ;-) ).
From my experience with clients from various industries, it makes sense to distinguish especially between how an insight is generated on the one hand and how it is than utilized and implemented on the other hand.

You will find alot of different definitionsof insight. However what all definitions have in common, is: An insight’
- has to be unexpected and previously unknown
- is strong enough to create change
- can be used for unique benefits and / or brand or product USPs.

The following definition is a little more related to market research: “An insight is a key piece of in-depth understanding about a target audience thatwill unlock a true business potential”
Regardless of which direction one goes or what definition one sets, it becomes clear, that for well founded insights it is necessary to think outside of the research-box.
How else would you be able to estimate insights’ business-potential?  
How else would you evaluate whether an insight is unexpected or new?
Therefore we always emphasize to clearly consider all aspects of a certain project’s context, such as market, competitors, former communication in the category, etc. (for more details about “insight and context” read here)
It is in the nature of insights that they need time to evolve, spontaneous moments of Heureka are very seldom. Market research here only contributes parts of the insight (the rest is strategy consulting, advertising, PR, marketing & sales, etc.). Interdisciplinary skills are needed and much appreciated.
Clearly not every research without insights is worthless ‘ because not every research is designed to gather insights. Many market research studies remain at the level of results and answers, and that is more than okay.
But if this is the case, please avoid the word “insight“, let’s call it result, finding, information, ‘ 
In order to keep things simple it is important to deal with the term “insight” in a responsible way.
Insights in general are going to be on the agenda at ‘The Market Research Event‘ in Orlando, Florida this year, which is organized by the IIR. I’m very curious about the discussion.

About the author: Christian D??ssel is blogging about market research in German language here and here. After having worked for TNS, TBWA and other strategy and market research agencies he now holds the position of Senior Research Director at MM-Eye in Hamburg / Germany with special responsibilities for MM-Eye’s new media and online research approaches.

TMRE March LinkedIn Update

If you haven’t had a chance to join our TMRE group at LinkedIn, please do! With over 1,500 members, it’s a great place to gain insight from others with Market Research backgrounds. This month we focused on how to build brands using insight. Hop on over to the forums and tell us what you think!

Here are a few articles looking at using insights to build brands:
How-To: Build & Manage Your Brand Identity with Social Media

Storytelling: Using narrative to build your brand

We invite you to jump in and share your insights in the discussion section:
What great brands were born from consumer insights?

How can consumer insights be leveraged to save brands that are declining in today’s recession?

Focused Group Dynamics

One of the best things about my job as a moderator is getting to create an atmosphere where a group of strangers feel comfortable enough to talk about a focused topic for a couple of hours.

It’s fascinating to be in the driver’s seat, gently nudging each person to give a point of view or express their opinion. And it’s just as interesting to watch the complexity of group dynamics in action. What a joy it is when the group interacts and expresses differing opinions in a constructive way, providing true insight. I believe this doesn’t happen automatically. Rather, it comes with a bit of finesse. While there are times when it’s necessary to go to more dramatic means to ensure cooperation and avoid group think, the following steps will help you get there most of the time:

1. Set the Stage’I believe people in most focus groups generally want to give you what you want’insight from their perspective. I also believe that people need ‘coaching’ many times on how best to do that. So, it is your responsibility as the moderator to properly set the stage. Tell respondents that you expect everyone to participate, that you expect them to have at least some differing opinions. Explicitly stating your expectations in the beginning will help you when you have to shut down the loudmouths and call on the wallflowers later in the discussion!

2. Be in Charge’you, as the moderator are responsible for the discussion thread. If you don’t manage it, someone else will. Do not be afraid to shift a respondent from an off-the-topic monologue. Time is not your friend in a group’you only have a set amount of it to extract insights. Therefore, keep yourself and your respondents focused on the objectives of the discussion. Again, be in charge of what you want to hear!

3. Use Non-Verbal Feedback First’this is especially important when gaining reactions to communication pieces or concept ideas. Get a quick read non-verbally by having participants write their opinions first. I also believe that structuring the verbal feedback process is helpful. Ask for positive comments first, then neutrals, then negatives. Structuring the feedback this way helps you stay on a path of constructive feedback rather than everyone jumping on a negative bandwagon.

4. Control the Loudmouth and Nurture the Wallflower’it is important to your clients to hear from everyone (if they all have something meaningful about the topic to say, that is’) So, again, it is your job as the moderator to ensure that the ‘loudmouth’ doesn’t overtake the conversation. You can do this by simply stating, ‘Thanks, I really want to hear from XXX.’ When trying to get the ‘wallflower’ to speak, it helps to make strong eye contact with them and when all else fails, call on them. ‘I haven’t heard your thoughts yet, XXX. Please tell me what you’re thinking.’ Specifically stating the respondents name who is not participating will usually at least get them focused in again.