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Tom De Ruyck, InSites Consulting Annemiek Temming, Danone BENL
| Date post: | 15-Apr-2017 |
| Category: |
Data & Analytics |
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Tom De Ruyck, InSites Consulting
Annemiek Temming, Danone BENL
20 talks with
marketers and
insights managers
MR Impact Research
survey with 185
marketers and
insights managers
@tomderuyck increasing THE ROI OF INSIGHTS @insites
$ 43.000.000.000
45% @tomderuyck increasing THE ROI OF INSIGHTS @insites
@tomderuyck increasing THE ROI OF INSIGHTS @insites
@tomderuyck increasing THE ROI OF INSIGHTS @insites
@tomderuyck increasing THE ROI OF INSIGHTS @insites
Internal
@tomderuyck increasing THE ROI OF INSIGHTS @insites
Internal
@tomderuyck increasing THE ROI OF INSIGHTS @insites
Internal
@tomderuyck increasing THE ROI OF INSIGHTS @insites
‘infotainment’ IS
NOT THE BIG LEAP
FORWARD
@tomderuyck increasing THE ROI OF INSIGHTS @insites
WHAT IS THE
POWER OF
AN INSIGHT?
HOW TO LET
INSIGHTS
FLOW?
HOW TO
MAKE IT A
HABIT?
“These insights are
interesting, but we
tend to forget them.
It’s not in our
routines”
“Interesting
finding…but this
insights will not
change my
business?”
“I will share these
insights with other
teams as well, so they
are up to date”
@tomderuyck increasing THE ROI OF INSIGHTS @insites
In-sight |’in.sit|
@tomderuyck increasing THE ROI OF INSIGHTS @insites
Recognizable &
relevant
It’s me!
@tomderuyck increasing THE ROI OF INSIGHTS @insites
@tomderuyck increasing THE ROI OF INSIGHTS @insites
A fresh,
new way of
looking at
things
Aha!
@tomderuyck increasing THE ROI OF INSIGHTS @insites
@tomderuyck increasing THE ROI OF INSIGHTS @insites
An insight cannot be neutral:
I WANT TO change!
@tomderuyck increasing THE ROI OF INSIGHTS @insites
RELEVANCE
A good insight is
recognizable & real
to a consumer.
FRESHNESS
A good insight
is a fresh way of
looking at things.
EMOTION
A good insight
creates an
emotional desire
to change.
KEY TO SUCCESS
A good insight
creates the
foundation for
actionable marketing
decisions.
In-sight |’in.sit|
@tomderuyck increasing THE ROI OF INSIGHTS @insites
WHAT IS THE
POWER OF
AN INSIGHT?
HOW TO LET
INSIGHTS
FLOW?
HOW TO
MAKE IT A
HABIT?
@tomderuyck increasing THE ROI OF INSIGHTS @insites
1. MENTAL: The mental state of operation in
which a person performing an activity is fully
immersed in a feeling of energized focus, full
involvement, and enjoyment in the process of
the activity.
2. PHYSICAL: To move in a continuous and
smooth way.
‘FLOW’ \ˈflō\
@tomderuyck increasing THE ROI OF INSIGHTS @insites
IN POWERPOINT
locked up
REPORTS
@tomderuyck increasing THE ROI OF INSIGHTS @insites
ONE-WAY 1.
ISOLATED 2.
NO ACTION 3.
@tomderuyck increasing THE ROI OF INSIGHTS @insites
#HARVEST
#LIVE
#PROJECT #IMMERSION
#ARCHIVE
USING INSIGHTS
IN THE research process
@tomderuyck increasing THE ROI OF INSIGHTS @insites
INTRODUCING
THE insight ACTIVATION STUDIO
@tomderuyck increasing THE ROI OF INSIGHTS @insites
Meet Galvin – Our very own Chatbot
LUIS AI
@tomderuyck increasing THE ROI OF INSIGHTS @insites
WHAT IS THE
POWER OF
AN INSIGHT?
HOW TO LET
INSIGHTS
FLOW?
HOW TO
MAKE IT A
HABIT?
@tomderuyck increasing THE ROI OF INSIGHTS @insites
FROM PROJECTS
TO habits
@tomderuyck increasing THE ROI OF INSIGHTS @insites
HOW TO CREATE impact WITH CONSUMER INSIGHTS
AT DANONE BENELUX
@TOMDERUYCK
LIVING
ROOM Triggering
conversations
between
marketers &
people
E-LISTENING Listening to
relevant human
& societal
themes
YOGHURT
TALK Developing fresh
consumer
insights
DANONE
STUDIO Activating
insights into
Danone
organization
@TOMDERUYCK
ACTIVIA PURPOSE
We believe in a world where no woman's potential has gone to waste.
For woman who belief that there is much more inside of them,
than that they are sometimes able to bring out.
We want to align every woman to here core, so she can pursue her
greatest potential. By helping her turn down her biggest enemy:
her own inner critic
@TOMDERUYCK
BUILDING MEMES
THROUGH THE DANONE STUDIO
@TOMDERUYCK
INSPIRATION WALL INSPIRATION TILES ADD YOUR OWN TILE
@TOMDERUYCK
SOLVE PROBLEMS,
SOFTWARE DOESN’T
PEOPLE DO
#8keystosuccess
@TOMDERUYCK
Set the right purpose
1.
@TOMDERUYCK
Assemble the right team
STUDIO OWNER CMI team
WALL OWNER Brand team
2.
@TOMDERUYCK
3. Start from a business need
@TOMDERUYCK
Networks of interested & interesting users
4.
@TOMDERUYCK
5.
Visual, short & snappy
@TOMDERUYCK
Convergence x divergence thinking
6.
@TOMDERUYCK
7.
Online and offline
@TOMDERUYCK
8.
Shaping hearts, minds & actions
@TOMDERUYCK
From insights
to memes From CMI to
organization
From ad hoc
to
ecosystem
@TOMDERUYCK
