Discover Insights Through this Simple Formula to Drive Results

Let me tell you upfront, Insight is not a Hidden Truth. It is not.

Insight is what is pushing people to hide the truth, run away from the truth or simply try to change the truth. It is the conflict between reality and dream.

So look beyond cross tabs, try to see the correlations between the truth, its result and its desirability. If your consumer could tell you everything, then clients don’t need you, clients need you to tell them what consumer cant.

I will not quote some generic examples, let me give you some insights about myself

  1. I want to enjoy big pack of lays chips & a large can of Coke without getting fat
  2. I want you to share this post with the world but I don’t want to sound desperate
  3. I want to travel around the world and still manage to keep my day job

You knew it already, didnt you. Or nope you couldn’t see my point. If not, then let me give you an insight about you

  • You want to discover the secret of success, but you don’t want your Boss to know it

Do you know why people doesn’t pay attention to marketing studies because Truth is boring; and mostly we all know what the truth is. News channel have mastered this art of telling the truth that can drive masses. Because they don’t discover truth alone, they discover why people are playing games with the truth.

Learn from them, this is what their formula is, my friend

Insight = [Truth + (Outcome of the truth x Desirability of the outcome)]

Insight Formula

How to Discover Insight through a Formula

Have you heard insights like guilt free food, A Monk who sold his Ferrari, One Minute Manager all of these are benefiting from the eternal truth and the negative desirability of their outcomes. (I want to be rich enough to have Ferrari with a peace of mind of a Monk)

I can’t share any data set here with you, I still want to have my day job :). But I am sharing the post about new consumer truth and I am adding the insights in blue for illustration.

New Consumer Truths & Insights

New Consumer Truths & Insights

Best of luck in your insight quests, in case you feel you are stuck somewhere in your search. You can always contact me, I will try to help. If you are targeting Muslim Market, I have done some work on it which might be of use to you.

By the way, some time ago I also wrote something about marketing research presentation formulas that can work for consumer insight manager, business intelligence executives, and marketing research personnel.

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Consumer Trend – EXPATISM

EXPATISMExpatism: The Big Market of Expats who buy products to remind them of home

The big market of EXPATS who love to buy products that reminds them of home.

Products & perceptions that acknowledge and addresses the sentiment of people living abroad. Why? Because Expat population makes the fifth largest country and they have deep pockets. Sitting at the top of the pyramids of trends in their home countries these expats are the key drivers of change in their home countries.

Following Infographic from feedbacq.com shows some interesting statistics about expat population.

Expat Infogrpahic

Here is what is driving Expatism

1. Made at Home

Thousands of miles away from the home, expats try to build their own little home hence the little Italy in NYC, China Town in Manhattan and little India in London. From Clothes to Cuisines, the demand for made at home and just like at home products are ever increasing.

Expect an upward shift in the demand of the authentic Indian, Chinese, Mexican, and Philippian local brands in the developed and Middle East Countries.

 2. Back to home

Expats bring huge opportunities of growth for tourism industry, recently British Airways aired ads in NYC targeting the sentiment “visit Mum”. Plus, expats actively consider investments and retirement plans back in their country of origin. Hence at banks we will see, special expats designations this will soon be followed by expat category managers reporting to international business development directors.

3. Transparency International

Expats comes from mostly from developing countries, and these countries are suffering from corruption at most levels. With the advent of social media, expats have found a voice and a more effective role to play in cleaning the mess back at their homelands. People will constantly be joining hands to drive a movement in their home countries.

EXAMPLES

Visit Mum

BA Airways - Visit MumBritish Airways launched the first long-term campaign targeting expats in the US telling Indian Ex-Pats in the US “It’s time to Visit Mum!” The campaign features real people and kicked-off today with an emotional video featuring a mom in India talking about how much she misses her son in America. During the video, she cooks her sons favorite meal for BA to fly to him in New York, but ends up being surprised when instead BA brings her son to her (after not being home for 15 years). The campaign targeted Indian in specific, after all they represent the second largest expat community of the world. Similar Campaigns will emerge targeting more and more expat segments based on the volume and value led by Chinese and Indians’ Segments.

See Your Folks

See Your FolksAn application that aims at improving family relationships, the tagline goes “We’re so busy growing up we sometimes forget that they are also growing old”. As the world ages and distances increases more and more of such apps and sites will pop up.

HSBC Expat Banking

HSBC Expat BankingHSBC Expat Banking goes a step deeper into expat marketing. Not only they conduct the largest Expat survey but they have also integrated social media with banking providing expats with information about their situation. But the important factor is that banks and financial institutions have started to draft products for expats that goes beyond remittances and online accounts. Products which segment expats into meaningful clusters like retirement home seekers, modern gypsies, 3rd generation expats and so on.

Re Kaabira Man Ja

A story of an Indian traveler, who wanted to explore the world but then he realizes that home is where the heart is. This song (my personal favorite) is about the journey of this young guy. (Sorry, I couldn’t find the video with sub titles). The point is, the mainstream media in expat dominating countries is now focusing more and more on this segment which indicates the increasing emphasis on reaching out to this segment

IMPLICATIONS

Anything that delight consumers’ needs to be on your radar, so why miss out on the product expats have grown up with and/or long for.

  • Talk to them about the intangibles:  This community has left their country mostly for tangibles it is the intangibles they miss. The smell of Mum’s curry, playing cricket in the fields, the same old Jam-e-Shirin. Products with local legacy should be capitalized to capture the market share of this lot.
  • And yes, give them a voice. Let them contribute in one way or the other in their home countries. They want to make a difference, assist them. Give them a platform to do so or sponsor such platform.
  • Study more, brands have identified the first layer of trends but this market is yet to be explored. Conduct studies, conduct collaborative product development exercises. Just read about them more.

Want to suggest something? Amend something feel free to contact me.

I am Ayesha Saeed Haq an insight-a-holic. And like all others marketing researchers I suffer from occasional heartbreaks when no one else can see what I can so I continuously work on improving my presentation skills, decision buy-in processes, and I try to keep on writing about insights that are or that will be driving our business strategy.

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How to Create Dramatic Marketing Research Presentations

How to Create Dramatic Marketing Research Presentations

Life is about Drama! Didn’t you notice that, yet?

Everyone, from housewife to your client is craving for the ancient human desperation for meaningful story, unadorned truth, and compelling drama, something that can make them shine. And I am sure you noticed it, right? All studies suggest everyone is seeking appreciation through some value additive that only they could manage.

We are in the business of information. Did you notice that Information is simultaneously too much and not enough? You think I am making this up, right? read more about infobesity and here is some more, and even an infographic (happy)

But let me tell you that Information alone can’t reach the hearts and minds of those who can use your research findings. And hence, they have hired you. Not to show the numbers, but to bring meaning & certainty in what they already know.

How? Numbers are numbers

Clients want to see numbers and that’s why they have hired us. Well, that assumption is not true

Bad Marketing research Presentation

Bad Marketing research Presentation – Dilbert

You can do better than that!

Imagine 50,000 people were waiting. Untold thousands would watch online in the hours and days ahead.

He walked onto the dark stage in faded jeans and running shoes. In his right hand was a simple clicker that moved the images behind him as he spoke.

For two hours, the audience laughed, roared and gasped as the unassuming every day man showed them exactly what they wanted. And then gave it to them, in spades.

Steve Jobs knew it was not about the phone, and it never will be. Tim doesn’t know that.

What Did I learn in Advertising

JWT taught me, that an account planner is a magician. Simon Silvestor (from Team YR) made me believe in our power as insight discoverers (here is one of his great articles)….he mastered the art of bringing life to numb numbers.

Please keep this in mind that You are not a number crunching nerd; you my friend are a charmer.

Stop shying away from it. Start to embrace it; every presentation is like your moment to shine bright like a diamond. The sooner you realize your potential the better.

3 untold principles of awesome presentations

 Cover. Discover. Uncover.

Cover your usual technical stuff here. People expect the usual, give it to them.  But for no more than 5 mins and 2 slides

Discover.  Start with your conclusions, not all conclusions. But conclusions that surprised you. You did discover something awesome during the project, right? Talk about it, with passion

Uncover The Impact of your recommendations, sell it to them. Weave your story; let them feel the pain of the problem and the relief of your solution.  If the problem told is unclear, solution proposed will be a failure. So it all boils down to how you have crafted your story.

And do it with Finesse, at that moment no one knows the truth more than you.

The prerequisites

But before you become a charmer, here is your homework

1.)    During Research brief, understand the confidence of client in decisions that this research will help them to take. (here is an infographic, showing why research fails)

2.)    Understand clients’ fears related to that decision. This fear is the preamble of your solution

3.)    Start your ‘while settling the projector’ moments with those fears to re-instate them in the subconscious.

4.)    Lead the discussion, but don’t decide. Let the client anticipate the slide before it comes. That’s the Art.

Rise and Shine

If you have done the needful and proper homework – The moment lights are out in the meeting room, you will Rise and Shine.

Have a bright sunny day.

By the way, you can always share your thoughts with me.  and if you really want to make my day then don’t forget to subscribe to my blog.

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Marketing Research Sector – From Insight to Foresight?

Another morning that made me thinks in which direction is my career heading? Am I going to be the new hype – the Nate Silver of Middle East? Or am I going to drown in the data piles around me? Marketing research sector at large, haven’t introduced a game-changing idea for quite some time now and as the information age is coming of age the need of conventional researchers is reducing. So what should we do….? Lead or follow? change careers?

And guess what! Miss Monneypenny from ‘Sky fall’ was able to answer my question – She says “An old Dog should learn new tricks”

Here is a presentation, that you might find useful

Jokes apart, I recently attended a training course on Business Planning, and I have learnt one key thing. All markets mature and all products age, you must stay ahead of maturity and keep on innovating. Innovate anything like process, customer expectation, resource utilization, market differentiation. But you must innovate if you want to survive.

So what should I innovate in my projects, what should Marketing Research Sector at large innovate?

In my opinion, we should innovate our human capital. Instead of producing a whole squad of insight discoverers we should aim at producing decision facilitators.

Market Researchers who can give input on processes, business scorecards, performance monitoring and managing systems, marketing strategies, sales plans and forecasts.

To enable us increase and improve the pricing model of research sector. To help us sustain the competition from social media monitoring industry and consultancy firms.

The slide deck reflects my thinking, and following is what I think is a summary of my vision for MR sector. have a look and let me knowwhat do you think

Data to Decision Value Chain

P.S. And while you are thinking about it, listen to this song – it helps to focus. (or okay lets’ admit it I liked the movie a lot)

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Dirty, Sexy Business Intelligence vs. Sober marketing research

Bi Sounds so cool and hot these days, while marketing research has started to sound redundant. Though they both basically achieve the same objective – ‘drive informed decisions’

I have this observation about MR (marketing research) fraternity. Today, when everyone is talking about Big Data – ESOMAR is quiet.

When everyone is opening their wallets to data scientists and business intelligence analysts, we chose to ignore them.

I wonder why that is. Are you guys allergic to money?

Now, let me share my opinion as to how marketing research can benefit from the ‘big data’ trends and what business intelligence can learn from Marketing Research. After all, Marketing Research is one of the oldest, most documented professions in the space of data management and analysis.

Marketing research is one of the oldest, most documented professions in the space of data management and analysis. And BI or Big data cant be successful without learning from it.

The common terms between BI & MR

 Meta Data Management

A hot word, but if you have operated in marketing research you know about the profiling of the data sets at variable levels. Example: This is the opinion of a 30 year old, man, SEC A, living in xyz. They both are the same thing.

 ETL (Export, Transform, Load)

Yet another cool term being used in the field of BI quite often, a similar concept exists in marketing research and it is called data cleaning. The phase, where punched data is processed and sorted out in a ready to analyze format. That is equivalent to ETL in BI.

 Traceability/Lineage

It is a regular crosstab, where you can manage to go back all the way to raw data to the level where you actually reached to an respondent level variables

Dimensional Data

At the stage of proposal we do sampling and we decide all the profiling variables across which the data will be cross tabbed and the depth of each cross tab. That is equivalent to Dimensional Data in Business Intelligence

Data Governance

Now that is mostly about Data QC management and records management defined by ESOMAR’s guidelines

These are the thoughts at the top of my head, many more to come. And as I learn more about BI, I will update my Marketing research friends on how much potential marketing research has in today’s world of data and analysis.

Till then have fun, by the way don’t forget to check out these articles about the job descriptions of the savvy business intelligence analyst and our marketing researchers. And if you are implementing something cool, please share your experiences with me/us, I am on a roller coaster ride since i started working on the BI tools.

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Turn Data into Decisions through this Simple Decision Making Grid

Who wants to drive corporate decision making through his data? I do. I want to drive organizations decisions in the light of insights.

In my career I have seen ‘numbers’ predicting future like Mad. And I have seen brand managers ignoring numbers like Maaaaaaaad too :)

So now that I am a client myself and have dealt with a lot of agencies, here is a simple Grid that I follow to drive key decisions internally.  Continue reading

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Ode to Researchers

An Ode to Researchers

We have the numbers

The heart & the art

To predict, depict and drive

Profits and Innovation

Strategy and revolutions

 

We measure what is said and what goes unsaid

We lit darkness with clarity

And study to fuel curiosity

Later we accumulate curiosity to drive humanity

We realize, rationalize and visualize

 

We drill down to reach to the core, and still crave more

We study every number, figure and symbol

To conquer the fears that are unknown

We hunt for that golden lead –to be our guiding light

 

So how do you measure the worth of an information hunter?

Through your gains or our insights

Or through the passion we bring for you to thrive

We deserve more than that

For keeping you at the bleeding edge

For building your foresight

For good things to last, pay us right

As only few good men can tame the wild data

And even fewer can turn that into juicy returns

So if you get your hands on one, hold on tight

As we steer you from darkness to light

About the Author: Ayesha Saeed Haq is an insight-a-holic you can contact her through Customer Trend Log or follow her at twitter @AyeshaSaeedHaq  

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One Minute Guide to Discover Insights & Create Infographics

I don’t know about everyone else, but mostly it is expected off me to bring data sets and mind blowing presentations in a minute.  Here is a magical wand like tool developed by Google I use for such situations. Use this information as Ice-breakers or just adding a bit of zing – sometimes that really matters.

Google got it right this time. There is so much data around us and Google has access to most of it and its new tools

Gives researchers access to real time view of consumers and what is influencing them at the moment.

I really enjoyed digging through the Google consumer barometer. It’s just awesome. The data is a bit dated, but the way you visualize the data is beautiful.

Believe it or not, I ended up with the following infographic of ‘how internet savvy audience plans their business travel in USA & UAE’, through Google consumer barometer in less than a minute.

Infographic UAE Internet Savvy Business Travel Market

Infographic UAE Internet Savvy Business Travel Market

As per Real time insight finder, one of the tool is Google Correlate but it was disappointing to see that data of UAE (Dubai / Abu Dhabi) and Pakistan is not available. So I don’t have much to add here

The other tool is Google what do you love, absolutely lovely. In less than a minute find out about your competition’s online presence through this. Or you can also find about your boyfriend, upto you.

If you loved the Google tools, I feel you will also like to have a look at the toolkit for killer marketing research presentations. Trust me I know how it feels to churn presentations out day-in and day out that is why I have created formulas for almost everything, even for presentations.

Have a great day. Enjoy the age of visually appealing and interactive data

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Your Consumer is looking for a Sincere Friend in this connected world

In 2012, I saw these 3 trends emerging across the globe

onely But Connected Consumers1.)    Lonely but connected (Connected Loneliness):  Consumers with a massive friends list on FB but Living alone. The connected lonely syndrome.  And why would they like to unplug from digital world and buy real life experiences.

2.)    The Aware Consumer:  Consumer who are seeking the whole truth, the ugly whole truth because they are powerful enough to handle the truth

3.)    Seeking a Meaning: Consumers seeking to leave a positive foot print.

This article talks about the first point, “connected loneliness” and how this trend is picking up and will become more and more mainstream. I will explore the rest of the two trends later.

Lonely But Connected

 Almost 60% of internet users, who lead a busy social media life, miss out on real life. They usually find themselves in a vicious circle where they were too busy for real life events and then the people around them moved on leaving them glued to their screens. Following is a snapshot of a detailed infographic.

Internet Addiction - Snapshot

Either too busy to be lonely, or too lonely to be free. This target segment is a very juicy niche for products that are offering relaxation in any shape or form.

Following are some examples that capitalized on these trends

Examples

Disconnect to Connect

When we become addicted to using the internet and mobile phones to interact, we neglect our loved ones and friends beside us. Thailand’s DTAC  telecommunications (Telenor) company released a “Disconnect to Connect” advertisement campaign, telling us to cherish the people beside us.

Go On Facebook Diet or Unplug Yourself

 

There are books out there to help you get out of internet addiction the most noticeable being “The Facebook Diet” . Here are some thoughts of my favorite comic character ‘aunty acid’ on the connected lonely people.Facebook Diet - Digital Detox

Aunty Acid - Facebook

Or maybe you can visit and read Fast Company’s thought on unplugging yourself from internet

Wi-Fi Free Zones

The most juicy target audience we ever had, i.e.  ‘The mothers’ relate to this sentiment more deeply and quickly than anyone else. Pick any parenting book and you will notice that they are now talking about creating ‘Wi Fi free Zones’ in your houses to have meaningful time with your family.  As There is nothing that is more urgent than the real life I am living, every day.”  (Abstract taken from “nurture parenting”)

kit-kat-chocolate-free-no-wifi-zone-1024-59530

Here is an example of what Kit Kat has done for the audience to appreciate their surroundings and can I just restate that this campaign was done by my ex-employer, JWT. One of the best agencies to work at :)

Here is an example of how Switzerland used data points to sell their “holidays without internet” to internet savvy people. This was done in 2011 imagine what can be done in 2013 when I.A.D (Internet addiction disorder) will be marked as a real disorder.

Still not convinced? You are a tough one, aren’t you? Here is another infographic for you by  Mashable. And if still not convinced, then let me know what am I missing.

Implications

The ‘connected but lonely’ is a niche segment; anything directed to them cannot be mass so Customize. Customize as much as your category allows you.

1.)    Call for action beyond clicks: Have a look at the Gold Winner at this years’ Cannes. Why this Ad was good? Because it had an insight and a call for action. Clicks on internet are meaningless if they aren’t backed by actions. Same goes for birthday wishes, get well messages and every other form of human interaction. Bring this fact back to the conscious level of your audience.

 Cannes Gold - 2013 Liking is not Helping

2.)    Do we really have friends? How many of our digital friends are the ones with whom we will have coffee at least once a month? Offer your audiences to have meaningful social interactions. I am not sure how many BTL activities can be sponsored by a brand on these lines, but ATL opportunities and ambient media opportunities are humongous in this domain. Have a look at this Digital Detox Retreats site to have some ideas.

3.)    Offer Happiness, be a friend:  Did you know that the more the mind wanders, the less happy you are – here is a study that talks about this in detail.  This means you would like to offer your audiences some tools (maybe an app) that offer Self-Control, Focus Booster and some short breaks. (The links are the links of the apps that can be sponsored by your brands). Happiness will not only come from apps- it will also come from a wake-up call or a memorable experience. Consider offering any of that. Be friends with your audiences, they need that.

In case you would like me to amend something above, please write to me or consider dropping a comment – that will make me very happy.

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Information About Global Income Inequality

Ramadan is coming, let’s do something that will make some difference. Here is a great piece of information – strategically gathered and artistically presented.

Following are some insights for marketers in this video

1.)    Think about purpose driven marketing.

2.)    If we can’t do much about purpose driven marketing, we can still work on information and awareness creation about global causes

3.)    Considering sponsoring such initiatives, this Ramadan.

Want to join the cause, visit http://www.therules.org/

Ciao – Ayesha

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