insights without research · bring in social or big data and identify gaps in intelligence....

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INSIGHTS WITHOUT RESEARCHThe power of curation to inspire a-ha moments

November 2, 2017

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Karin O’NeillVP InnovationIpsos UU, US

HELLO!2

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The world’s most valuable resource is no longer oil, but

DATA

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But data by itself is not enough!

Source: Economist Magazine: May 6, 2017

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What increasingly separates the winners from the losers is the ability to transform data into insights about consumers’ motivations and to turn those insights into strategy.

Source: “Building an Insights Engine”, Unilever in the Harvard Business Review (Sept 2016)

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The ability to generate and leverage insights is the biggest driver of customer-centric growth5

OVERPERFORMINGFIRMS

UNDERPERFORMINGFIRMS

67% 71% 61%34% 42% 37%

Ability to linkdifferent data sources

to distilll insights

Insights function isskilled at

whole-brain thinking

Insights teams conveymessage through

engaging narratives

Source: “Building an Insights Engine”, from the Insights2020 Study, Harvard Business Review (Sept 2016)

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In an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention.

- Herbert Simon, Nobel Prize winner

So what’s stopping us from leveraging our insight?6

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MORE DATA HAS NOT MEANT MORE INSIGHT…IN FACT, QUITE THE OPPOSITE

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Technology, like knowledge management and AI solutions bring us here

INSIGHTINTEGRATED

UNDERSTANDING IN CONTEXT

KNOWLEDGEUSEFUL, ORGANIZED, STRUCTURED

UNSTRUCTURED DATA FROM PRIMARY RESEARCH, SYNDICATED, SOCIAL, ...

ORGANIZATION

ACTIONBETTER, FASTERDECISIONS & AHA MOMENTS

© 2017 Ipsos© 2017 Ipsos

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We need to humanize data so that we can understand, contextualizeand apply it to make better, faster decisions

INSIGHTINTEGRATED

UNDERSTANDING IN CONTEXT

KNOWLEDGEUSEFUL, ORGANIZED, STRUCTURED

UNSTRUCTURED DATA FROM PRIMARY RESEARCH, SYNDICATED, SOCIAL, ...

INSPIRATION

ORGANIZATION

APPLICATION

ACTIONBETTER, FASTERDECISIONS & AHA MOMENTS

© 2017 Ipsos

INSIGHTS WITHOUT RESEARCH

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WHAT IS CURATION?The human layer of understanding to distill data from multiple sources into insights that can be applied to business questions.

Involves connecting the dots, revealing the unseen and telling stories that resonate and inspire action.

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Five Fundamentals of Curation

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Humans not just

machines

Better than the sum

of its parts

ActionableIn-context

stories

Inspires discovery

Living& breathing ecosystem

1 2 3 4 5

Humans, not just machines1“…the insight early on to know how important human curation is. That technology by itself wasn’t enough — that it wasthe marriage of the two that would really be great and produce a feeling in people that we want to produce.”

- Tim Cook, Apple CEO

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If there would be no curators in a museum, it wouldn’t look like a museum at all. It would look like a warehouse.Source: Rework, Jason Fried and David Heinemeier Hansson

2Better than the sum of its parts

Actionable, in-context stories

3 Stories are 22xmore memorable than facts alone.

- Stanford University Professor, Jennifer Aaker, 2013

Inspires discovery, not just search4“Search is a dissatisfying process. It is good at getting facts but it is not good at showing possibilities…. walking into Pinterest feels like walking into your favorite store.”

Ben Silberman, Pinterest CEO

Living& breathing ecosystem

5There is a clear need for iterative, instant, speedy and streaming snippets of observations and insights as business decision making is no longer discrete but a connected series of micro decisions.

- 2017 ESOMAR Global Market Research Report

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Bringing Curation into your Organization

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Understand What We Already KnowLook At Information You Already Have From A

Multitude Of Sources

Identify Trends and GapsBring in social or big data and identify gaps in intelligence

Socialize Insights GainedBuild cumulative intelligence and

share across organization

Answer What We Don’t Yet KnowSelect best primary research solution

based on the data that is missing

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© 2017 Ipsos© 2017 Ipsos

IPSOS HAS DEVELOPED A CURATION PRACTICEAND A GLOBAL CENTRE OF CURATIONOur Curation solution brings together the best of human understanding with the latest technology, Insight Cloud

We curate data so that your most important information is available when you need it to make decisions and inspire ideas – it’s insights-on-demand

© 2017 Ipsos© 2017 Ipsos

Who we are…Ipsos Curators are experts with a wide range of backgrounds, like analysts, strategic thinkers, ethnographers, behavioral scientists, semioticians, storytellers and designers

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CRAFT UNITE REFINE ASSESS TELL ELEVATE

We use our CURATE framework to uncover and bring insights to life in a systematic, yet non-linear way

© 2017 Ipsos

THE BUSINESS CHALLENGE

Develop the next big communications platform across five markets, in a category with fast moving trends and highly emotional and functional drivers.

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Integrate all that we know in a multidimensional, multimedia manner –

taking in a breadth of dataqualitative, quant, social listening, industry data, etc.

with a choice to scan the topline or immerse deeper into the insight

A collection of insights on demand!

It started as a very simple idea…22

© 2017 Ipsos© 2017 Ipsos

How did we do it?

DistillMining and integration of existing data from local

markets (over 50 reports!), additional desk research

and expert interviews, into new, compelling

insights

SocializeInsights brought to life via Insight Cloud and shared with project

stakeholders

Activate3 hour Live Hackathon on concepts, pitches,

new propositions –with overnight

optimization builds

Action planDelivered more than 50 insight stories to immerse

in during the hackathon, generating over 80+ leads during

the hackathon

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© 2017 Ipsos© 2017 Ipsos

The Business Impact

It’s insights on demand – when I want them, I get them …

We can take insights on the Insight Cloud, talk to each other

and build concepts online together.

–Global CMI Director, CPG Company

OutputInput

8 MEGA TERRITORIES20 TENSIONS30 STORIES

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HOW IT WORKS25

AHA MOMENTSLens of businesschallenge

DISTILLNew, digestible

insights

SOCIALIZEOnline insight hub for collaboration

ACTIVATEDIY activation tools

and facilitated events

INPU

T Insights are fed back into the system to create a cycle of learning

OUT

PUT

IPSOSCURATION

INSIGHTS DELIVERED VIA INSIGHT CLOUD

WORKSHOPS, ENABLED BY INSIGHT CLOUD

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What we deliver via Insight Cloud…

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Digitized, ready-to-apply insights told as stories,with supporting multi-mediaassets

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Share with stakeholders to nurture and collaborate on insights

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Discover insights beyond boundaries, as relevant insights are interconnected

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Activate insights on Live Boards for DIY or Ipsos-facilitated workshops to ideate, co-create and activate insights with others

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© 2017 Ipsos© 2017 Ipsos

A question you may have… How does Curation work with your existing knowledge management?

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IPSOS INSIGHT CLOUD

CUSTOM AI ENHANCEMENTS

KNOWLEDGE PLATFORM

Smart SearchProject KnowledgeRepository

Data &Reports

CurationServices

CustomDashboards

ShareMeta-learnings

ActivateInsights

Insight Chatbot

…

INSIGHTS

SYNTHESIZED KNOWLEDGE

KNOWLEDGE

Please note: We can connect Insight Cloud to your existing knowledge platform via API. Ipsos Centre of Curation also has a relationship with Market Logic. Inquire for more details.

© 2017 Ipsos© 2017 Ipsos

A question you may have… Where do I begin?33

LET’S GO THROUGH SOME EXAMPLES

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Deep dive into a topic to drive ideation

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Synthesize and activate what we know about Parenting

DISTILLInsights from data across categories

SOCIALIZEOnline insight hub for collaboration

ACTIVATEvia IdeationWorkshop

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Curating Trends Insights35

Leveraged TREND RADAR, INSIGHT CLOUD to capture and co-create

20 new ideas month 1 10 ideas each month onwards

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Guide Global & Local Brand Portfolio Strategy

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Book of Knowledge on Insight Cloud, combining knowledge from all countries and presented to the client through 6 immersive workshops. The Cloud is being shared across all 9 markets to inspire brand opportunities.

We need to share this wealth of knowledge on Insight Cloud with our teams around the world!

- Client (global beverages company)

Desk Research on Macrotrends

Destination Book of Knowledge

Virtual workshops with

Dimensionalisers

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Consumer DIP: Spend time with real people to build empathy and understanding

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1 FACILITATE

2 IMMERSE (DIY) 3 CURATE

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A question you may have… Where do I begin?38

Hot Topic CurationNeed to deepen understanding on a topic by distilling and building insights across multiple data sources

Ipsos Curation alone or with Insight Cloud

Insight EcosystemNeed to have ongoing curation of

existing data sources to deliver meta-insights / trends on strategic

topics for one or more category

Ipsos Curation with Insight Cloud

© 2017 Ipsos© 2017 Ipsos

Remember… CURATED INSIGHTS= Better ideas, more creativity, more successful innovation

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INSIGHTSON DEMAND!

SPEED TO MARKET BUILD A LEARNINGORGANIZATION

CROWDSOURCEWINNING IDEAS

Save time by knowing what you know – as content is saved for

future re-use and inspiration

Grow your intelligence over time with your

community of stakeholders

Share, ideate, co-create and

collaborate in real time to inspire creativity and

innovation

Keep insights and ideas alive and at your

fingertips

© 2017 Ipsos

THANK YOU© 2017 Ipsos

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Karin O’NeillVP Innovation

Karin.ONeill@ipsos.com+1 513 570 0696