What(are(Iterative(Insights™?

Iterative(Insights

InQcontext(Learning

Collaborative(Engagement

Multiple(Consumer(Touch(Points

Research(Principals(for(Better,(Faster(Marketing(Decisions

Learn more at: digsite.com/blog/iterative

About#Your#Speaker

Monika#WingateCEO(of(Digsite

Use(Iterative(Insights(to(Translate(Consumer(Stories(

Into(ActionMonika Wingate

Co-founder and CEO

Data

Insight

Strategy

Plans

Action

THE(PAST:(How(we(defined(the(marketing(research(process

The#Wheel#of#Marketing#Decisions

Branding

Today:Consumer(stories(directly(impact(decisions

BRANDDEVELOPMENT

CYCLE

• Focus(is(on(making(decisions(within(brand(development(stages(• Insights(directly(inform(strategies,(plans(and(implementation• Everyone(in(the(organization(is(tasked(with(research• Consumer(stories(have(become(more(valuable(than(data

What(are(consumer(stories?(

User StoriesShort,(simple(descriptions(of(a(feature(told(from(the(perspective(of(the(person(who(desires(the(new(capability:

As#a#<type#of#user>,#I#want#<some#goal>#so#that#<some#reason>

mountaingoatsoftware.com/agile/user-stories

Voice of the CustomerA(process(for(capturing(customers’(requirements.(It(produces(a(detailed(set(of(customer(wants(and(needs:

Using#the#customer's#own#words#to#understand#the#benefit#to#be#fulfilled#by#the#product#or#service.mit.edu/~hauser/Papers/Gaskin_Griffin_Hauser_et_al%20VOC%20Encyclopedia%202011.pdf

Branding

How(consumer(stories(inform(new(ideas(

Discuss Ideals

Diary of Pain points

BRANDDEVELOPMENT

CYCLE

Vote on ideas

Brainstorm(New(Ideas(With(Your(CustomersPresented(by(Jill(Meneilley

How(consumer(stories(inform(concepts(&(products

Compare to other solutions

Prioritize Features

Mark-up concepts likes + dislikes

Show concepts in sequence

Branding

BRANDDEVELOPMENT

CYCLEDiary of

Pain points

Vote on ideas

Discuss Ideals

Optimize(Product(ConceptsPresented by Larry(McManis

How(consumer(stories(inform(branding

Show & tellMark-up a photo collage

BRANDDEVELOPMENT

CYCLE

Ask follow-upquestions

Vote on ideasCompare to

other solutions

Prioritize Features

Mark-up concepts likes + dislikes

Show concepts in sequence

Branding

BRANDDEVELOPMENT

CYCLEDiary of

Pain points

Vote on ideas

Discuss Ideals

Leverage(Online(and(Mobile(Tools(With(Kids(and(Teens(Presented by Pam(Goldfarb(Liss

How(consumer(stories(inform(ads(and(websites

Compare to other sites

Mark-up where you look first

Mark-up ad likes + dislikes

Show & tellMark-up a photo collage

BRANDDEVELOPMENT

CYCLE

Ask follow-upquestions

Vote on ideasCompare to

other solutions

Prioritize Features

Mark-up concepts likes + dislikes

Show concepts in sequence

Branding

BRANDDEVELOPMENT

CYCLEDiary of

Pain points

Vote on ideas

Discuss Ideals

Sources:(HonestTea.com,(Seth#Goldman#of#Honest#Tea:#The#‘Perfect#Ingredient’#for#Social#Impact,(Wharton.Upenn.edu

Define(the(Right(Target(Audience(For(Your(Product(Presented by Amy(Elkes

How(consumer(stories(inform(user(and(customer(experience

Diary of Pain points

Video of usage

Photos of shopping

Compare to other sites

Mark-up where you look first

Mark-up ad likes + dislikes

Show & tellMark-up a photo collage

BRANDDEVELOPMENT

CYCLE

Ask follow-upquestions

Vote on ideasCompare to

other solutions

Prioritize Features

Mark-up concepts likes + dislikes

Show concepts in sequence

Branding

BRANDDEVELOPMENT

CYCLEDiary of

Pain points

Vote on ideas

Discuss Ideals

Optimize(the(Customer(ExperiencePresented(by(Daniel(Roundy

How(to(use(Iterative(Insights( to(Translate(Consumer(Stories(Into(Action

Get On-Demand Insights in 7 days or less http://www.digsite.com/digsite-sprints

TM

Diary of Pain points

Video of usage

Photos of shopping

Compare to other sites

Mark-up where you look first

Mark-up ad likes + dislikes

Show & tellMark-up a photo collage

BRANDDEVELOPMENT

CYCLE

Ask follow-upquestions

Vote on ideasCompare to

other solutions

Prioritize Features

Mark-up concepts likes + dislikes

Show concepts in sequence

Branding

BRANDDEVELOPMENT

CYCLEDiary of

Pain points

Vote on ideas

Discuss Ideals

What(are(the(results(of(implementing(Iterative(Insights((?TM

“This(approach(ensures(that(we(have(a(good(stream(of(products(down(the(

road.”

Director,#Product#&#Channel#MarketingSub]Zero#|#Wolf

“You’re(able(to(get(a(really(goodsense(of(what(resonates(with(your

audience.”

Director#of#InnovationPalermo’s#Pizza

“We(got(really(strong(takeaways(andtimely,(actionable(responses.“

Marketing#ManagerStudentreasures#Publishing

“Ohio(University(can(now(moveforward(with(confidence(and(produce(

more(ads.”

President#of#Strategic#Partners

Any(Questions?