Data Insights - FirstInsights

Question 1

List the 5 steps of gainings insight:

Answer 1

STEP 1: Set an objective

STEP 2: Select Items

STEP 3: Engage Respondents

STEP 4: Apply Analytics

STEP 5: Gain Insight

Question 2

In STEP 1 of gaining insights, the objective needs to be 3 things:

Answer 2

STEP 1: Set an objective

The objective needs to be:

o Specific and clear
o Test for one variable – not the clothing item but what you are testing/ color or pattern
o Be actionable

Question 3

In STEP 2 what is the item criteria (4 key things):

Answer 3

STEP 2: Select Items

1. 1-15 items used.
   2-4 reference items used. 2 should be best sellers/ high performers and 2 low performers.
2. Have the same end use
   Example: All raincoats or all down coats (but not both in the same Insight)
   Are substitutable
   * Good example: All solid, short sleeved T-shirts
   * Bad example: A mix of athletic shoes and sandals
3. Target the same consumer
4. Have similar Prices

Question 4

Test Item

Answer 4

An item you want to evaluate

Question 5

Reference Item

Answer 5

Item you have previously sold. Used to identify game respondents who
know the most about the products and target the consumer whose feedback you want.

Question 6

When including reference items in first insight list 8 key things to note when including them:

Answer 6

 2 – 4 reference items used
- Use 4 reference
- Either: 2 recent best sellers and 2 recent poor sellers from a season similar to the test items’ season. Or: 1 recent best seller and 1 recent poor seller from a season similar to the test items’ season
- Don’t use winter reference items with spring test items

 Accurate reference items are the key to good Insight results.
* Analytics weigh consumer responses, targeting consumers who understand the reference items and the product category.

 Reference items should target the consumers from whom you want feedback.
* Example: If you’re testing summer shorts, don’t use long pants or long jeans as reference items. If you want feedback from the consumer who understands summer shorts, use summer shorts as
reference items.

 Don’t use new products as reference items.
* Reference items must have known selling history.
* Items without sales which “you plan to be a good seller” cannot be used.

 Reference items must be displayed in the game the way they were actually sold.
* Use the actual item information.
* Don’t change the pricing, design, item name, or create inaccurate descriptions

 Same End Use as the Test Items
- Example: Test all raincoats or all down jackets (but not both in the same Insight)
Substitutable for Test Item.
Good example: All solid, short sleeved T-shirts
Bad example: A mix of athletic shoes and sandals

 Target the Same Consumer as the Test Items
* Example: Target items for the fashion forward consumer or the traditional, basic consumer
(but not both in the same Insight)

 All test items and reference items should have similar pricing

Question 7

In your FirstInsights how many test items should be included vs the references items?

Answer 7

Test Items: 1-15

Reference items Items: 2-4
2 should be bestsellers
2 should be worst-sellers

Question 8

In STEP 3 how do you engage respondents?

Answer 8

• Surveys
• Games
• Emails

Question 9

In STEP 3 how many survey questions should be included and why?

Answer 9

3-5 questions should be included.

Why?
Individuals have a shorten attention span nowdays.

Question 10

What are the 5 different types of survey you can ask:

Answer 10

1. Single Selection
2. Multiple Selection
3. Text
4. Image Choice Selection
5. Ranking

Question 11

Game Settings

Answer 11

controls what the game looks like

Question 12

In the game you can change 3 things:

Answer 12

1. images
2. colours
3. headlines/ test

Question 13

How many responses do you need?

Answer 13

200 responses

Question 14

How many emails do you send out?

Answer 14

• depends on your response rate
• divide 200 by your response rate and send that many emails

response rate = 2.5% –> 0.025
Respondents = 200

200 / 0.025 = 8000 emails

Question 15

Third Party Database

Answer 15

simply a database that is managed and maintained by an organization or service that is not the one you’re directly working with.

You can pay a third party to send out the emails to the right audience.

• Guaranteed responses
• Sorted by age, gender, and region
• Pay per response
• Cost will be shown to you before completition
• They get results very quickly

Question 16

Monitoring insight process through colours

Answer 16

Color indicators help you to determine if you have enough respondents to end your insight

Red - not enough responses to end the Insight.

Yellow - a fair number of responses to end
he insight, if you have time, you can wait for more responses before ending the Insight.

Green -enough responses to end the
insight.