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GOR Best Practice Award 2016: InSites Consulting & Danone Benelux

Insight Activation Studio case study

TomDeRuyck
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GOR Best Practice Award 2016: InSites Consulting & Danone Benelux

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  1. THE DANONE ACTIVATION studio The memefication of consumer insights in action Tom De Ruyck, Managing Partner, InSites Consulting Annemiek Temming, Head of Strategy & Insights Danone + Corporate Communications Benelux

  2. @TOMDERUYCK

  3. MR Impact Research survey with 185 marketers and insights managers 20talks with marketers and insights managers @TOMDERUYCK

  4. #1 “I usually present results in PPT format. I understand that more creative & inspiring ways of showing results are able to generate more impact, but I simply don’t use them as often as I would like to”. @TOMDERUYCK

  5. 86% WORKS WITH POWERPOINT REPORTS LESS THAN 10% USES CREATIVE REPORTING FORMATS @TOMDERUYCK

  6. #2 “I often find insights that are interesting for many colleagues within my organization, also for people beyond the core teaminvolved. However, I don’t always share these results with this larger audience.” @TOMDERUYCK

  7. 92% BELIEVES RESEARCH GENERATES INSIGHT WORTH SHARING WITH COLLEAGUES YET 65% SHARES RESEARCH RESULTS EXTENSIVELY WITHIN THE ORGANISATION @TOMDERUYCK

  8. ONLY 1 in 5 HAS AN INTERACTIVE WORKSHOP TO DISCUSS THE RESULTS #INDIVIDUALISTIC @TOMDERUYCK

  9. #3 “I sometimes feel the toughest part of my jobis to ensure that marketing decisionsare actually made with a consumer insight at the heart. ” @TOMDERUYCK

  10. 45% BELIEVES RESEARCH SUCCEEDS IN CHANGING THE ATTITUDES AND DECISIONS OF MARKETERS @TOMDERUYCK

  11. HOW TO CREATE impact WITH CONSUMER INSIGHTS AT DANONE BENELUX @TOMDERUYCK

  12. DANONE STUDIO YOGHURTTALK Activating insights into Danone organization Developing fresh consumer insights INSIGHT ECOSYSTEM LIVING ROOM E-LISTENING Triggering conversations between marketers & people Listening to relevant human & societal themes @TOMDERUYCK

  13. Meme |’mi:m/meem An idea, behavior, or style that spreads from person to person within a culture* * By Richard Dawkins, 1989, The Selfish Gene WIDESPREAD UNDERSTANDING BEHAVIOR CHANGE AUGMENTATION DIFFUSION @TOMDERUYCK

  14. BUILDING MEMES • THROUGH THE DANONE STUDIO @TOMDERUYCK

  15. HOW IT WORKS INSPIRATION WALL INSPIRATION TILES ADD YOUR OWN TILE @TOMDERUYCK

  16. SPOTTING INSIGHTS • IN DAILY LIFE @TOMDERUYCK

  17. SOFTWARE DOESN’T SOLVE PROBLEMS, PEOPLE DO #8keystosuccess @TOMDERUYCK

  18. 1. Set the right purpose @TOMDERUYCK

  19. 2. WALL OWNER Brand team STUDIO OWNER CMI team Assemble the right team @TOMDERUYCK

  20. 3. Start from a business need @TOMDERUYCK

  21. 4. Networks of interested & interesting users @TOMDERUYCK

  22. 5. Visual, short & snappy, please! @TOMDERUYCK

  23. 6. Convergence x divergence thinking @TOMDERUYCK

  24. 7. Online and offline @TOMDERUYCK

  25. 8. Shaping hearts, minds & actions @TOMDERUYCK

  26. From ad hoc to ecosystem From insights to memes From CMI to organization @TOMDERUYCK

  27. THANK YOU!

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