This is the full slidedeck of our Memefication of Insights Eat 'n Learn Smartees, hosted in Amsterdam on Thursday 15 October 2015 by Anita Peerdeman (Managing Director, InSites Consulting the Netherlands), Tom De Ruyck (Managing Partner InSites Consulting) and Anouk Willems (Head of Insight Activation Studios). The presentation elaborates on how to create a culture of innovation and what the characteristics are of future-proof organizations, illustrated by a Dorel case study.

1. @peerda
Memefication
of Insights
SMARTEES - AMSTERDAM – October 15

2. Top 5 most
innovative
marketing
research
agency of the
world (GRIT 2015)
Global Community Moderator Network
across +50 countries
Proud to work for +30% of the world’s global
brands
New York
London
Sydney
Rotterdam
Ghent
Timisoara
Our vision on
contemporary marketing
is evangelized through
our best-selling books.

3. #InSites
@peerda

4. @peerda

5. @peerda

6. MR Impact
Research survey
with 185 marketers
and insights
managers
20 talks with
marketers and
insights managers
RESEARCH
ON THE IMPACT
@peerda
OF RESEARCH

7. “When presenting research results internally, I usually
use a PPT format. Despite the fact that I understand
that more creative & inspiring ways of showing
results are able to generate more impact, I simply
don’t get to use them as often as I would like to”.
#1
@peerda

8. WORKS WITH
POWERPOINT
REPORTS
LESS THAN
USES CREATIVE
REPORTING FORMATS
10%
86%
@peerda

9. “I often find insights that are relevant and interesting
for many colleagues within my organization, also for
people beyond the core team involved in the
research. However, I don’t always share these
results with this larger audience.”
#2
@peerda

10. 92% BELIEVES RESEARCH
SHARING WITH COLLEAGUES
GENERATES INSIGHT WORTH
YET 65% SHARES RESEARCH RESULTS
THE ORGANISATION
EXTENSIVELY WITHIN
@peerda

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

12. “I sometimes feel the toughest part of my job is to
ensure that marketing decisions are actually made
with a consumer insight at the heart. ”
#3
@peerda

13. 45%
BELIEVES RESEARCH
DECISIONS OF MARKETERS
SUCCEEDS IN CHANGING
THE ATTITUDES AND
@peerda

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

15. LET’S THINK
HARDER HOW
WE CAN HAVE
business
IMPACT
@peerda

16. @peerda
CONGRESS AWARD
Best case study
& paper overall
Esomar, Dublin 2015

17. @peerda
15:15 Building a consumer-driven business together
Wrap up and Q&A
Dorel Juvenile case
Networking & drinks
16:15
17:15
16:45
17:30
Coffee break
AGENDA

22. BOOK

52. SEED
ACTIVATECOLLABORATE
Work together
to shape
outcomes
Spreading new
insights through
the organization
Trigger
stakeholders
to interact
with insights
HARVEST
Collecting
insights we
already know
USE THE 4
OF marketing
BUILDING BLOCKS
insights

53. UPDATES
WORKSHOPS & WALLS
REACH
TIME
IMMEDIATE ACTION

68. Tom De Ruyck
MANAGING PARTNER
Tom.De.Ruyck@insites-consulting.com
@tomderuyck

69. THE DOREL STUDIO
Anouk Willems, InSites Consulting
Marieke Koningen, Dorel Juvenile Europe

71. INSIGHT IMPACT
OF THE GAME
IS THE NAME
Only 1 in 2
research projects
leads to change

72. TOWARDS CONSUMER
ON A MISSION
CENTRICITY

73. SPOTTING NEW
MARKET OPPORTUNITIES
ZhongShan
(China)
New York
(USA)

74. HOW TO NAVIGATE
THIS
TRANSFORMATION?#STRATEGY #INSIGHTS #PEOPLE

75. Meme |’mi:m/meem
An idea, behavior, or style that spreads from person to person within a culture*
#CARSEATCODE
We have a strong position in the baby & toddler car seat market.
However, the conversion on group 2/3 car seat is rather low.
Somehow, parents decide not to choose our car seats when their
kids grow older. Personal designs, safety reasons or convenience...
What influences parents when buying car seats and how can we
improve our position?
WIDESPREAD
UNDERSTANDING
DIFFUSIONAUGMENTATION
BEHAVIOR
CHANGE
* By Richard Dawkins, 1989, The Selfish Gene

76. MARKETING
INSIGHTS
INTERNALIZE
#experience

77. THE
ORGANISATION
FROM TEAMS
TO
#reach

78. TO HABIT
CREATION
FROM
HABITS
#structural

79. THE DOREL STUDIO
INTRODUCIN
G

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

81. SOLVE PROBLEMS,
SOFTWARE DOESN’T
PEOPLE DO
#launchprogra
m
3/
INCREASE
REACH
2/
INSTALL
ROUTINES
1/
STRATEGIZE

82. 1/
STRATEGIZE
WHAT’S YOUR PURPOSE?

84. 1/
STRATEGIZE
IDENTIFY YOUR
BUSINESS GOALS

85. CRAFT YOUR
ACTIVATION PLAN
1/
STRATEGIZE

86. 7
9
8
88
51
2/ INSTALL
FIRST
#66days
#CARSEATCODE
2/
INSTALL
ROUTINES
ROUTINE
S

87. 7
9
8
88
51
2/ INSTALL
FIRST
#66days
#CARSEATCODE
2/
INSTALL
ROUTINES
ROUTINE
S

88. FIRST USER
EXPERIENCES
“I see the Studio as a
platform to share
something you see and
find really interesting, but
don’t really understand yet.
It still has these ‘loose
ends’. You share what
you see, and there will
always be someone
inspired by your input.
There is a lower barrier to
post your ideas”
2/
INSTALL
ROUTINES

90. 3/ MEASURE, LEARN & BUILD
3/
INCREASE
REACH
NEW
CAMPAIGNS

91. THE
stats
33% USERS REGISTERED • 65% REPEAT USERS
56% 35% 28%
AFTER 2 MONTHS…
1,8 7,6 9:08
LIKING
USERS
POSTING
USERS
COMMENTING
USERS
VISITS PER
USER PER
WEEK
PAGES
PER VISIT
TIME SPEND
PER VISIT

92. HABIT FORMING
TAKES
TIMEfrom VISITS to CONTRIBUTIONS

93. TIME (WEEKS)
FUELFORYOURBUSINESS
Return on efforts
Invest in your
change program
INVEST FIRST,
HARVEST LATER
The more actions taken to
support the initiative, the
higher chance for success
Effort
s

94. THE impact
FOR DOREL

95. THE EFFECT OF
POSITIVE DISRUPTION
Consumer feeling dropped
from 7,7 to 7,4
I know very well what products are
on the market for the category I
work for
#MARKETUNDERSTANDING

96. Information and personalization, two pending
themes that are always in our mind but require
refreshing. But the real challenge is change in
behavior. This will come back in our new
innovation projects!
FILLING OUR
BLIND SPOTS

97. BETTER IDEAS
OVER
TIME
#outsidein
“The Studio made me think
deeper about some things, like
‘how can I pimp the customer
journey’? Now I’m always
looking if there is something
interesting to post on the
Studio. I always ask myself ‘is
this something I would like to
share with my colleagues?’”.
TIME (WEEKS)
QUALITYOFOUTPUT

98. WHAT’S NEXT?
#GLOBALCMI
#KEYMARKETWALLS
#SUSTAINABLEUSE

99. THANK YOU!
Anouk Willems, InSites Consulting
Marieke Koningen, Dorel Juvenile Europe

100. @peerda
Questions?

101. @peerda
Thank
you!