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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
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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
© 2017 Ipsos© 2017 Ipsos
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
1
2
3
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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
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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
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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
<24
© 2017 Ipsos© 2017 Ipsos
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