What(is(Iterative(Insights™(Day?

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

Jill%MeneilleyQualitative(Research

Consultant(atMobius(Solution(Lab

Brainstorm New Ideas With Your Customers

Jill(MeneilleyMobius(Solution(Lab

Working(on(a(name(for(a(new(product(you(are(developing?

Trying(to(figure(out(how(to(communicate(your(service(to(a(particular(target(group?

Looking(for(new(flavors(for(a(snack(product?

Seeking(to(improve(in(store(experience(for(your(category?((

Common(issues(when(you(might(want(to(brainstorm(with(consumers(

Identify(unarticulated(

needs

Derive(importance(of(features(and(

benefits

Uncover(key(language(and(

visuals(that(they(use

Discover(unique(solutions

Why(brainstorm(with(your(customers?

Digsite =(Qualitative(Research(Made(Easy

PRIORITIZE OPTIMIZE ITERATE

Example(1:(Have(consumers(tell(you(about(their(needs

Then(have(them(build(a(solution(

Use(ideas(to(identify(unarticulated(needs(and(unique(solutions

Example(2:(Have(consumers(show(&(tell(what(they(use(now

Have(them(sell(their(product(to(a(friend

Then(move(to(generating(specific(product(claims(and(voting(on(them(

Example(3:(Show(consumers(some(ideas

Then(have(them(combine(the(elements(to(build(their(own(solution

Best(Practices(around(Brainstorming

1.(Frame(it(up

2.(Brainstorm(ideas

3.(Vote(on(favorite

4.(Discuss(results

But(we(dug(deeper,(asking(shoppers(to(create(their(ideal(solutions(for(the(2016(holiday(season

25Community Participants

• Relevant usage behavior• Your target demographics

• Found via social media (articulate and comfortable engaging online)

4The community runs for 4 days, where participants complete about 10 minutes of activities each day. Ability to use any device (mobile, tablet, laptop) and media (photos, video, text)

Digsite Brainstorming Sprint

Step(1:(Start(by(understanding(your(customers’(frame(of(reference

“I(generally(searched(online(first(before(shopping(at(brick(

and(mortar(stores.“

“I(usually(start(with(a(list(and(search(for(deals((both(online(and(in8store)(to(stretch(my(budget(and(be(able(to(get(everything(that(I(was(looking(

for.”

“The(worst(parts(of(shopping(tend(to(be(the(crowds,(long(lines,(and(inefficiencies(of(the(workers(at(brick(and(mortar(

stores.”

“Getting(pushed(out(of(the(way,([people](being(nasty(to(sales(

associates,(traffic(and(road(rage(all(make(shopping(close(to(the(

holidays(nightmare.(”

Step(2:((Provide(the(question(you(want(consumers(to(brainstorm(on(

Participants(will(share(their(ideas(

Step(3:(Now(it’s(time(to(ask(them(to(vote(

Participants(will(up(and(down(vote(

Step(4:(Discuss(results(and(clarify

• Make sure to get plenty of background on the issue at hand through your initial activities and tasks.

• Be very clear on what their task is. Provide an example of what they should give you

• Motivate them! They are going to work a little harder if they have a chance to win a $50 gift card.

• Draw it! Ask them to draw their ideas. This will add another dimension to understanding what they are communicating and help other participants understand it.

A(few(tips(for(success(

Any(Questions?