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Insight Activation Studio case study
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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
MR Impact Research survey with 185 marketers and insights managers 20talks with marketers and insights managers @TOMDERUYCK
#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
86% WORKS WITH POWERPOINT REPORTS LESS THAN 10% USES CREATIVE REPORTING FORMATS @TOMDERUYCK
#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
92% BELIEVES RESEARCH GENERATES INSIGHT WORTH SHARING WITH COLLEAGUES YET 65% SHARES RESEARCH RESULTS EXTENSIVELY WITHIN THE ORGANISATION @TOMDERUYCK
ONLY 1 in 5 HAS AN INTERACTIVE WORKSHOP TO DISCUSS THE RESULTS #INDIVIDUALISTIC @TOMDERUYCK
#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
45% BELIEVES RESEARCH SUCCEEDS IN CHANGING THE ATTITUDES AND DECISIONS OF MARKETERS @TOMDERUYCK
HOW TO CREATE impact WITH CONSUMER INSIGHTS AT DANONE BENELUX @TOMDERUYCK
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
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
BUILDING MEMES • THROUGH THE DANONE STUDIO @TOMDERUYCK
HOW IT WORKS INSPIRATION WALL INSPIRATION TILES ADD YOUR OWN TILE @TOMDERUYCK
SPOTTING INSIGHTS • IN DAILY LIFE @TOMDERUYCK
SOFTWARE DOESN’T SOLVE PROBLEMS, PEOPLE DO #8keystosuccess @TOMDERUYCK
1. Set the right purpose @TOMDERUYCK
2. WALL OWNER Brand team STUDIO OWNER CMI team Assemble the right team @TOMDERUYCK
3. Start from a business need @TOMDERUYCK
4. Networks of interested & interesting users @TOMDERUYCK
5. Visual, short & snappy, please! @TOMDERUYCK
6. Convergence x divergence thinking @TOMDERUYCK
7. Online and offline @TOMDERUYCK
8. Shaping hearts, minds & actions @TOMDERUYCK
From ad hoc to ecosystem From insights to memes From CMI to organization @TOMDERUYCK