How to market, Research?

1. How to market, Research? Presented by: Anouk Willems Tom De Ruyck Anita Peerdeman Special guest: Annemiek Temming (Danone)

2. THE PAST 5 YEARS INNOVATIVE METHODS RULED THE #MRX INDUSTY @tomderuyck @anoukw1

3. THE BATTLE OF #MRX METHODS @tomderuyck @anoukw1

4. WHO CARES…? @tomderuyck @anoukw1

5. BECAUSE ALL WE WANT IS @tomderuyck @anoukw1

6. @tomderuyck @anoukw1

7. RESEARCH ON THE IMPACT OF RESEARCH MR Impact Research survey with 185 marketers and insights managers @tomderuyck @anoukw1

8. RESEARCH ON THE IMPACT OF RESEARCH MR Impact Research survey with 185 marketers and insights managers 20 talks with marketers and insights managers @tomderuyck @anoukw1

9. Average = 100 THERE EXISTS A GAP BETWEEN WHAT WE WANT AND WHAT WE DO @tomderuyck @anoukw1

10. #1 WE BRING INSIGHTS TO LIFE @tomderuyck @anoukw1

11. 86% WORKS WITH POWERPOINT REPORTS LESS THAN 10% USES CREATIVE REPORTING FORMATS @tomderuyck @anoukw1

12. “I’m so tired of getting reams of data from research work…I need to know the key learnings, and a high level recommendation on what I should do next” “Interesting findings…but how will these insights change my business?” #DATAOVERLOAD #UNDERAPPRECIATED @tomderuyck @anoukw1

13. LET’S RETHINK HOW WE SHARE RESULTS @tomderuyck @anoukw1

14. #2 WE CONNECT & EMPOWER @tomderuyck @anoukw1

15. 92% BELIEVES RESEARCH GENERATES INSIGHT WORTH SHARING WITH COLLEAGUES YET 65% SHARES RESEARCH RESULTS EXTENSIVELY WITHIN THE ORGANISATION @tomderuyck @anoukw1

16. ONLY 1 in 5 HAS AN INTERACTIVE WORKSHOP TO DISCUSS THE RESULTS #INDIVIDUALISTIC @tomderuyck @anoukw1

17. “I usually only invite people from my own department, because for them it’s most relevant” #BREAKINGTHESILO “I think my colleague did research about this 2 years ago…what was that again” #COLLECTIVEMEMORY @tomderuyck @anoukw1

18. “The inspirations from consumers are great…but what about my own ideas?” #EMPLOYEEIDEATION @tomderuyck @anoukw1

19. LET’S RETHINK HOW WE COLLABORATE WITH INTERNAL STAKEHOLDERS @tomderuyck @anoukw1

20. #3 WE REALLY MAKE A DIFFERENCE @tomderuyck @anoukw1

21. 45% BELIEVES RESEARCH SUCCEEDS IN CHANGING THE ATTITUDES AND DECISIONS OF MARKETERS @tomderuyck @anoukw1

22. LESS THAN 1 IN 2 BELIEVES RESEARCH LEADS TO SURPRISING RESULTS @tomderuyck @anoukw1

23. ONLY 28% BELIEVES THEY SPEND ENOUGH ON RESEARCH* YET, NO CORRELATION IS FOUND BETWEEN $ AND QUALITY OF INSIGHT *BCG study (2009) The consumer’s voice, can you hear it? @tomderuyck @anoukw1

24. “These insights are great, but we tend to forget them when we are brainstorming or having a discussion…it’s not in our routines” “The insights are so rich, but many of us don’t know where to begin” #HABITCREATION #DO1THING @tomderuyck @anoukw1

25. LET’S THINK HARDER HOW WE CAN HAVE BUSINESS IMPACT @tomderuyck @anoukw1

26. IMPACT... WE DON’T REALLY CARE @tomderuyck @anoukw1

27. WE NEED A SHIFT OF ATTENTION: FROM METHOD TO IMPACT @tomderuyck @anoukw1

28. How to market, Research? @tomderuyck @anoukw1

29. STRATEGIZE AS A CONTENT MARKETER @tomderuyck @anoukw1

30. MIX THE LEVEL OF ATTENTION & INTENSITY WITH 3 CONTENT STREAMS Updates: Pins of consumer inspiration (e.g. a consumer story) Projects: Deep dive study on specific consumer question (e.g. customer journey) Campaigns: Communication of insights around a certain theme, cross projects (e.g. immersion week) “A Six Step Content Marketing Model” (2012) By Van Belleghem & De Ruyck @tomderuyck @anoukw1

31. HARVEST HARVEST Collecting insights we already know SEED SEED Spreading new insights through the organization USE THE 4 BUILDING BLOCKS COLLABORATE COLLABORATE Work together ACTIVATE ACTIVATE Trigger stakeholders to interact with insights OF MARKETING INSIGHTS to shape outcomes @tomderuyck @anoukw1

32. FROM INDIVIDUAL TO COLLECTIVE WISDOM *MINDMAP CHALLENGE FOR INTERNAL STAKEHOLDERS HARVEST HARVEST Collecting insights we already know SEED SEED COLLABORATE COLLABORATE ACTIVATE ACTIVATE @tomderuyck @anoukw1

33. FROM SHARING TO SEEDING *CONSUMER NEWS UPDATES HARVEST HARVEST SEED SEED Spreading new insights through the organization COLLABORATE COLLABORATE ACTIVATE ACTIVATE @tomderuyck @anoukw1

34. FROM TEACHING TO ACTIVATING *CONSUMER QUIZ GAMES HARVEST HARVEST SEED SEED COLLABORATE COLLABORATE ACTIVATE ACTIVATE Trigger stakeholders to interact with insights @tomderuyck @anoukw1

35. FROM BRAINSTORMING TO COLLABORATING *WORKSHOPS WITH CONSUMERS HARVEST HARVEST SEED SEED COLLABORATE COLLABORATE Work together to shape outcomes ACTIVATE ACTIVATE @tomderuyck @anoukw1

36. MEASURE YOUR CONVERSION @tomderuyck @anoukw1

37. SO… WHAT’S NEXT? @tomderuyck @anoukw1

38. WHAT’S NEXT? WHAT’S NEXT? FROM TEAMS TO THE ORGANIZATION Level in the organization Executives Management High Frontline Staff Low Indirect Direct Relationship with consumers @tomderuyck @anoukw1

39. WHAT’S NEXT? WHAT’S NEXT? FROM KNOWING RESULTS TO EXPERIENCING IT @tomderuyck @anoukw1

40. WHAT’S NEXT? WHAT’S NEXT? FROM PROJECTS TO HABIT CREATION @tomderuyck @anoukw1

41. COLLABORATING THROUGH THE CONSUMER ACTIVATION STUDIO* WWW.INSITES-CONSULTING.COM/STUDIO @tomderuyck @anoukw1

42. LET’S LET’S TURN TURN INSIGHTS INTO INSIGHTS INTO memes* *[MEEM] a meme is an idea, behavior, or style that spreads from person to person within a culture (Wikipedia.com) @tomderuyck @anoukw1

43. TIME FOR A REALITY CHECK! @peerda @annemiektemming

45. #FROMINSIGHTSTOMEMES #CMICONTENTMARKETING #SHIFTOFATTENTION @peerda @annemiektemming

46. THANK YOU! Anouk Willems Senior Innovation Manager // @AnoukW1 Tom De Ruyck Managing partner & Head of CCB // @TomDeRuyck Anita Peerdeman Managing Director The Netherlands // @Peerda Annemiek Temming Head of Strategy, Insights & External Affairs - Danone Nederland // @AnnemiekTemming