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Increasing the ROI of Consumer Insights

SMART Congress 2016 Workshop

TomDeRuyck
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Increasing the ROI of Consumer Insights

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  1. INCREASING THE ROI OF INSIGHTS Anouk Willems& Tom De Ruyck

  2. I’m Anouk Hi! I’m Tom Managing Partner & Ambassador Insight Activation Studios Head of Insight Activation Studios 2 2

  3. @tomderuyck @anoukw1 3 3

  4. 4 4

  5. MR Impact Research survey with 185 marketers and insights managers 20 talks with marketers and insights managers

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

  7. $ 43.000.000.000 | THE INSIGHT ACTIVATION studio | @ANOUKW1

  8. “Half of the money I spend on advertising is wasted: the trouble is, I don’t know which half” John Wanamaker

  9. IT’S A CASINO WORLD…

  10. WHAT DOES IMPACT MEAN? EXERCISE #1 @ANOUKW1 | THE INSIGHT ACTIVATION studio |

  11. Internal

  12. Internal

  13. Internal

  14. ‘infotainment’ IS NOT THE BIG LEAP FORWARD

  15. “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” “These insights are interesting, but we tend to forget them. It’s not in our routines” HOW TO LET INSIGHTS FLOW? HOW TO MAKE IT A HABIT? WHAT IS THE POWER OF AN INSIGHT?

  16. WHAT IS NOT AN INSIGHT? EXERCISE #2

  17. Insight≠observation

  18. Insight≠ (big) data

  19. Insights≠ ideas 2005 2013

  20. In-sight |’in.sit|

  21. Recognizable & relevant It’s me!

  22. Aha! A fresh, new way of looking at things

  23. An insightcannotbeneutral: I wanttochange!

  24. In-sight |’in.sit|

  25. In-sight |’in.sit| Key to success Relevance Freshness Emotion A good insight is recognizable & real to a consumer. A good insight is a fresh way of looking at things. A good insight creates an emotional desire to change. A good insight creates the foundation for actionable marketing decisions.

  26. The brand behind... When I travel I want to experience my trip through the eyes of a local and get to places where (almost) no hotels are, but I do not want to spend too much money. It would be great if I could really experience my holiday in a unique place but in an affordable way

  27. The brand behind... When I travel I want to experience my trip through the eyes of a local and get to places where (almost) no hotels are, but I do not want to spend too much money. It would be great if I could really experience my holiday in a unique place but in an affordable way Relevance Freshness Emotion

  28. “When your EYES are looking at the company, your ASS is facing the consumer.”

  29. TOMORROW TODAY TRADE & FACTORY CONSUMER & SHOPPER DRIVEN DRIVEN ONE CONSUMER CENTRIC NO COMMON LANGUAGE LANGUAGE ONE INSIGHT FORMULA & DIVERSITY IN KNOWLEDGE ONE SET OF TOOLS CONTENT & QUALITY ONE ENGAGED SILOS COMMUNITY SHARING BEST PRACTICES

  30. Break

  31. HOW TO LET INSIGHTS FLOW? HOW TO MAKE IT A HABIT? WHAT IS THE POWER OF AN INSIGHT?

  32. ‘FLOW’ \ˈflō\ 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. PHYSICAL :: to move in a continuous and smooth way.

  33. SEED HARVEST Spreading new insights through the organization Collecting insights we already know 4 BUILDING BLOCKS TO LET INSIGHTS FLOW COLLABORATe activate Trigger stakeholders to interact with insights Work together to shape outcomes

  34. WHAT DOES THE LIFE OF AN INSIGHT LOOK LIKE? EXERCISE #3

  35. locked up IN POWERPOINT REPORTS

  36. ONE-WAY 1. 2. ISOLATED 3. NO ACTION

  37. USING INSIGHTS IN THE RESEARCH PROCESS

  38. INTRODUCING THE INSIGHT ACTIVATION STUDIO

  39. HOW IT WORKS INSPIRATION WALL INSPIRATION TILE ADD NEW TILE

  40. START FROM INSIGHTS ADD YOUR OBSERVATIONS & IDEAS

  41. LET’S TURN INSIGHTS INTO memes

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