Discover Experience Optimisation 2019

Event Roundup:
Using consumer insight to drive success for your business

12 June 2019, London

How does data and insight help you understand your customers & inform your marketing strategies?

Our second event of 2019 saw some incredible speakers cover a wealth of topics. We were particularly excited to have the Wall Street Journal on-board as a key guest speaker for this event, providing insight on marketing strategies in two of the morning's presentations.

We also welcomed Vodafone, BBC Earth and The British Heart Foundation onto our expert brand panel which centred around customer insight and how its application is integral to driving success for your business.

If you weren't able to make the event then don't worry, you can check out our highlights video below and scroll down for speaker summaries, with video roundups from each of our guest speakers coming soon.

If you're interested in hearing about future House of Kaizen events, please register your interest at the bottom of this page and we'll share more information with you soon.

Key Speeches from the event

Making decisions that turn experiences into solutions
Alain Portmann
House of Kaizen
Unleashing the power of behavioural customer data
Daniel Gold
House of Kaizen
Attitudinal data: measuring customer thoughts and feeling
Tom Gale
House of Kaizen
Big data and personalisation at The Wall Street Journal
Olivia Simon
The Wall Street Journal
Panel Discussion
The Wall Street Journal, Vodafone, BBC Earth and the British Heart Foundation

Making decisions that turn experiences into solutions

Alain Portmann, Head of Strategy & Delivery, House of Kaizen

Alain Portmann

Head of Strategy & Delivery, House of Kaizen

Alain's introduction focused on how data-driven marketing is crucially about making informed decisions about your users. This comes with an understanding of what users are doing, why they are doing it, their propensity to do it again and how to get them to do it again.

"Insight-driven user research focused on attitudinal and behavioural data, reveals and solves the unstated problem. It goes to the heart of what David Ogilvy described as 'people don't think how they feel, they don't say what they think and they don't do what they say'."

Alain's key takeouts

  • Data-driven is about making decisions with an understanding of what users are doing, why they are doing it, how to get them to do it again.
  • Operationally it is about processes, algorithms and machine learning.
  • Practically it is about consumer psychology and behaviour - the centrepiece of customer experience.

Unleashing the power of behavioural customer data

Daniel Gold, Head of Research, House of Kaizen

Daniel Gold

Head of Research, House of Kaizen

Daniel Gold, our head of research here at House of Kaizen, discussed the role of behavioural data and consumer research. He explained that the power of behavioural research is only unleashed when you make it actionable. He went on to share his tips and a framework to achieve this: starting with a simple audit, then identifying the easy wins, combining sources of knowledge and moving to unify and predict behaviours.

"Behavioural data can be very powerful, but turning it into actionable insights can be a challenge."

Daniel's key takeouts

  • Start first with an audit and use this process to identify and fix measurement issues while removing blind spots.
  • Data is your friend. Research often feels isolated but more advanced tools help to integrate research and provide actionable insights.
  • Behavioural data becomes more actionable if it's combined with attitudinal research and consumer theory.

Attitudinal data: measuring customer thoughts and feeling

Tom Gale, Optimisation Manager, House of Kaizen

Tom Gale

Optimisation Manager, House of Kaizen

Tom focused on attitudinal data and how businesses can utilise this data to measure the thoughts and feelings of their customers. This data is extremely valuable in helping to meet your consumers' expectations and needs. Tom argued that it isn't solely research and understanding your consumers' attitudes that is key: you must craft your value proposition alongside this to resonate with user motivation and address user anxieties.

"If we struggle to identify babies’ needs using only behavioural data, then why do we try to do this with our customers?"

Tom's key takeouts

  • To influence user decision making you need to understand user attitudes and motivations.
  • Attitudinal data uncovers how we can increase user motivation and reduce anxiety, to meet user expectations.
  • Use attitudinal research to get stakeholder buy-in and address key concerns.

Big data and personalisation at The Wall Street Journal

Olivia Simon, Product Manager, The Wall Street Journal

Olivia Simon

Product Manager, The Wall Street Journal

Olivia explained that to really get to know your users - and create truly user-centred experiences - you need to make sure you consider what they do, as well as what they say. She was joined on stage by Katie Bloor (Head of Optimisation at House of Kaizen) as they argued that a combination of both behavioural and attitudinal research techniques provide valuable, actionable insights and are the key to crafting incredible experiences for your customers. This approach can be seen in their joint work across various WSJ accounts and projects.

"Our vision was to build a Dynamic paywall that started with the reader, rather than our previous paywall model which started with what content should be locked or unlocked ."

Olivia's key takeouts

  • Use data and research to dictate your strategy,don't reply on gut feelings.
  • Don't just focus on one type of research. A combination of different research techniques is the key to unlocking actionable insights.
  • If you develop an understanding of customer behaviours and attitudes across all key journeys, you'll see significant growth of KPIs.

Panel Discussion

The Wall Street Journal, Vodafone, BBC Earth and the British Heart Foundation, Moderated by House of Kaizen,

The Wall Street Journal, Vodafone, BBC Earth and the British Heart Foundation

Moderated by House of Kaizen,

After our talks, we held a panel discussion, led by House of Kaizen's Alain Portmann. Each of our four panelists discussed various topics in relation to consumer insights and driving success for your business, with special emphasis on Brand, Product, CRO & Personalisation, and Content & Marketing.

Our Panelists:

Olivia Simon (Wall Street Journal)

Maria Koutsoudakis (Vodafone)

Elise Maile (British Heart Foundation)

Kara Segedin (BBC Earth)

We then opened up the floor and received some great questions from the audience. The full panel script and a video will be available soon.

"There really is one fundamental reason why businesses grow when consumers change their behaviour, they were doing something today that they weren’t doing yesterday that generates more revenue. Fundamental to all growth is behaviour change and that comes from a deeper understanding of the consumer." (Maria Koutsoudaskis, Head of Brand, Vodafone)

Download an overview of this event

Are you interested in hearing about future events?

Our next event is likely to be Autumn 2019. We'll be in touch soon.