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Validating insights that fall into social desirability bias

Consumer insights often present topics that deal with socially undesirable situations. These statements can tap into areas such as social preconceptions, the need to fit into a group or social image desires. In these cases, such insights may fail to validate, not necessarily because they don’t resonate with consumers or are not true, but rather because social desirability bias leads to low identification with the insight. In other words, low scores can be caused by the reluctance to admit embarrassing or socially unaccepted situations.Read more

NIVEA for Men

From smart segmentation to brand activation

Last month, on June 17th, I was given the opportunity to represent InSites Consulting at my first STIMA congress. Located in an impressive venue with a warm and welcoming team, the congress was a perfect evening full of neuron stimulation and sharing of best segmentations practices, because that was the day’s topic. Ranging from marketing to senior citizens to women segmentation to NIVEA Men, all topics were very captivating and generated thoughtful discussions.Read more

IKEA 2013 catalogue

The journey behind the global evaluation of the 2013 IKEA catalogue

Join us in Boston (US) on June 24 for the ESOMAR 3D Digital Dimensions Event 2013. Together with IKEA, Tom De Ruyck will present insights into the key marketing challenge global brands like IKEA are confronted with: How to ensure that global communication efforts stay locally relevant. The annual catalogue is IKEA’s main communication channel with existing and potential customers globally. In this presentation Tom will demonstrate how the 2013 edition of the catalogue was evaluated through research communities in five different countries.Read more

Collaborating with consumers in Asia

Our adventures at Insights Valley Europe & Asia

Last September (September 6 & 7), Insights Valley Europe took place in Amsterdam and our own Anouk Willems was there to present a Heinz community case. During this two-day congress, great cases from various brands were shared, ranging from Unilever and ING to Discovery Channel and BBC News. One of the hot topics of the congress was ‘communities’ and that is where InSites Consulting comes in.Read more

Four golden eggs

Four characteristics of a good insight

As published on February 15, 2013 at Marketing Tribune. Any good marketing strategy starts from a strong consumer insight. Take a brand, e.g. J&B (Diageo). The ‘insight’ that lays at the base of innovation and communication concepts for the brand is: “In a world of day-to-day constraints and social pressure, consumers want nights out that offer the promise that the unexpected can happen”. But when do you actually have a strong insight?Read more

Generation WHY

Generation (wh)Y?

As published on MarketingTribune on December 14, 2012. ‘Generation Y’: they are now aged 13 to 29, most of them never knew a life without Internet or smartphones, it is difficult to convince them through traditional advertising, they easily see through cheap marketing tricks, they consider themselves to be enterprising, they want brands to be honest and transparent, and they find it difficult to commit themselves to one single brand. As this generation is about three times the size of the previous generation X, their impact on society and other generations is clear. What does this imply in order to successfully involve youngsters in market research?Read more


Global food survey identifies 10 future-proof consumer trends

This week Puratos (an international group offering materials and expertise to the food industry) released the results of a global InSites Consulting survey into consumer attitudes and choices to inspire future innovation within the food industry. Last week, during the Taste Tomorrow customer event in Chicago, the results were shared by Hakim Zemni, Managing Director InSites Consulting Belgium who introduced 10 mega-trends for the industry.Read more


3 ways how community members become co-researchers

There will always be a gap between what a consumer is sharing and how a researcher understands it. This disparity is either created by a culture, generation and/or knowledge gap. These different gaps make it difficult for a researcher to put things in the right perspective. Here, community participants can help us out. By becoming our co-researcher, they can find more and new insights that would otherwise not have been captured. Customers feel empowered and honored when they are asked to become co-researchers. In this blog post series, our experience with co-researchers is illustrated in 3 case studies from Campbell’s, Air France and KLM and Philips.Read more


Structural Collaboration Smartees Webinar

Last week we launched our brand new Smartees website, today we’d like to highlight our first upcoming Smartees Webinar which is also our first US hosted Webinar. On Thursday October 18, two of our Managing Partners Niels Schillewaert and Filip De Boeck will host a Smartees Webinar on structural collaboration with consumers, live from our US office in New York. Your chance to find out why your key customers are key to your company and why you have to give them a seat in your board. The Smartees Webinar kicks off at 1pm EST with Niels Schillewaert presenting ‘The Consumer Consulting Board’ on what’s next for online research communities, how to really engage with consumers, how to report results in an impactful way and how to embed the voice of the customer within all departments of your organization.Read more