turning insights into impact smartees workshop
TRANSCRIPT
Tom De Ruyck, InSites Consulting
20 talks with
marketers and
insights managers
MR Impact Research
survey with 185
marketers and
insights managers
@tomderuyck increasing THE ROI OF INSIGHTS@insites
BELIEVE THEY SPEND
ENOUGH ON RESEARCH*
28%ONLY
YET, NO CORRELATION
IS FOUND BETWEEN $ AND
QUALITY OF INSIGHT
*BCG study (2009) The consumer’s voice, can you hear it?
@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
@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
WHAT IS NOT AN INSIGHT?
@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
In-sight |’in.sit|
@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
CONSUMER & SHOPPER
DRIVEN
TRADE & FACTORY
DRIVEN
ONE CONSUMER CENTRIC
LANGUAGE
NO COMMON
ONE ENGAGED
COMMUNITY SHARING BEST
SILOS
ONE INSIGHT FORMULA &
ONE SET OF TOOLS
DIVERSITY IN KNOWLEDGE
CONTENT & QUALITY
TODAY TOMORROW
LANGUAGE
@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
WHAT DOES THE life of an
insight LOOK LIKE?
@tomderuyck increasing THE ROI OF INSIGHTS@insites
IN POWERPOINT
locked up
REPORTS
@tomderuyck increasing THE ROI OF INSIGHTS@insites
ONE-WAY1.
ISOLATED2.
NO ACTION3.
@tomderuyck increasing THE ROI OF INSIGHTS@insites
WHAT DOES THE life of an
insight LOOK LIKE?
@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
START FROM INSIGHTS
ADD YOUR OBSERVATIONS & IDEAS
@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
