THis is the full slidedeck of our Smartees Seminar on Collaborating for Growth, hosted in our Ghent office on Thursday 12 February 2015. The presentation contains an inspirational story on how to embrace the unexpected, illustrated with client cases of VLAM, Tiense Suiker & Vandemoortele.
Come dine with me, Australia (by InSites Consulting, Direction First & Campbell's). In this paper we use original research to explore the challenges both clients and researchers face seeking to future-proof insights using the emerging trend of Market Research Online Communities (MROC). The history and development of MROCs is summarized and then applied to a client question to give insights into where consumer trends are going with evening meals. This is in the context of the constantly changing demands of shifting Australian consumer trends and meal preparation patterns as well as of the increasing competition amongst retailers and manufacturers for consumer attention.
When community members take over (by InSites Consulting). There will always be a gap between what a consumer shares and how a researcher interprets it. This disparity is created by a cultural, generation and/or knowledge gap. These different gaps make it difficult for a researcher to put things into the right perspective. Here, community participants can help us out. By becoming our co-researcher, they can find more and new insights that would otherwise not have been captured. Customers feel empowered and honoured when they are asked to become co-researchers. There are many ways to collaborate with co-researchers. In this article, our experience with co-researchers is illustrated in three case studies from Campbell’s, Air France-KLM and Philips.
Making things is part of who we are. With the possibilities provided by digital media, we’re shifting from random acts of creativity by everyday people to organized initiatives like crowd funding. As innovation challenges are evolving from product attributes to holistic brand design, service design and the experience environment, there’s a need to collaborate with users beyond co-creation. By involving them earlier in the process through observational research and also in the back end of innovation by testing beta products, users can become your partner in innovation.
About the mental model of timelines. How to apply the mental model of time and timelines when designing interfaces.
Presentation for the World Information Architecture Day 2012, Ghent, Belgium.
A New Brand Strategy For A 2.0 World.
This document focuses on cultural tension strategy and grassroots marketing as tools of implementation in a new media world shaped by consumer activism.
It shows a systematic way to embed culture in the strategic process and demonstrates its financial value.
Transforming consumer experience Smartees WorkshopNatalie Mas
This is the full slidedeck of our Transforming Consumer Experience Smartees Workshop session, hosted on April 12 in Ghent. Presentation on by Christophe Vergult (Managing Partner InSites Consulting), Delphine Vantomme (Business Director InSites Consulting) & Julie Karkousse (Candidate Service Manager Adecco Belgium).
Come dine with me, Australia (by InSites Consulting, Direction First & Campbell's). In this paper we use original research to explore the challenges both clients and researchers face seeking to future-proof insights using the emerging trend of Market Research Online Communities (MROC). The history and development of MROCs is summarized and then applied to a client question to give insights into where consumer trends are going with evening meals. This is in the context of the constantly changing demands of shifting Australian consumer trends and meal preparation patterns as well as of the increasing competition amongst retailers and manufacturers for consumer attention.
When community members take over (by InSites Consulting). There will always be a gap between what a consumer shares and how a researcher interprets it. This disparity is created by a cultural, generation and/or knowledge gap. These different gaps make it difficult for a researcher to put things into the right perspective. Here, community participants can help us out. By becoming our co-researcher, they can find more and new insights that would otherwise not have been captured. Customers feel empowered and honoured when they are asked to become co-researchers. There are many ways to collaborate with co-researchers. In this article, our experience with co-researchers is illustrated in three case studies from Campbell’s, Air France-KLM and Philips.
Making things is part of who we are. With the possibilities provided by digital media, we’re shifting from random acts of creativity by everyday people to organized initiatives like crowd funding. As innovation challenges are evolving from product attributes to holistic brand design, service design and the experience environment, there’s a need to collaborate with users beyond co-creation. By involving them earlier in the process through observational research and also in the back end of innovation by testing beta products, users can become your partner in innovation.
About the mental model of timelines. How to apply the mental model of time and timelines when designing interfaces.
Presentation for the World Information Architecture Day 2012, Ghent, Belgium.
A New Brand Strategy For A 2.0 World.
This document focuses on cultural tension strategy and grassroots marketing as tools of implementation in a new media world shaped by consumer activism.
It shows a systematic way to embed culture in the strategic process and demonstrates its financial value.
Transforming consumer experience Smartees WorkshopNatalie Mas
This is the full slidedeck of our Transforming Consumer Experience Smartees Workshop session, hosted on April 12 in Ghent. Presentation on by Christophe Vergult (Managing Partner InSites Consulting), Delphine Vantomme (Business Director InSites Consulting) & Julie Karkousse (Candidate Service Manager Adecco Belgium).
The end of average is over: how to bring back our EDGE?InSites on Stage
No need to repeat the VUCA world is here and it is here to stay. While the power of ‘averages’ has successfully served the marketing community for so long, applying average thinking is now turning brands all over the world into zombies with most consumers not caring if 76% of all brands would disappear (Havas Media Group). If brands want to remain relevant and successful, they need to let go of average and embrace the edges. In his talk, Kristof De Wulf shares his view on how brands can benefit from edgy versus average thinking.
Fast-forward to more contextual, more agile and smarter qualitative research, a presentation by Annelies Verhaeghe & Sophie Van Neck for the ESOMAR Qualitative Research Congress on November 7, 2018 in Porto (PT).
Although research communities are probably one of the biggest disruptions happening in our industry in the past years, we believe that there is yet again another game changer around the corner: online chat. Online chat and chat bots will, in our opinion, make qualitative research more agile, more contextual and smarter. To explore the opportunities that chat offers, we decided to set up an experiment with Heineken. Join us on our journey and discover what we think might be the future of qual!
Market Research Today, Tomorrow and the Day after TomorrowInSites on Stage
Market Research in Germany – A picture of the future of the German research industry based on a study among German corporate researchers. Presented by Tom De Ruyck at the Planung & Analyse Insights 2017 event in Frankfurt (DE).
Does the future of your business depend on luck? Only 11% of decisions are taken with input from consumers, yet in these fast-forward times the need for agile consumer connection is growing. Not only do the traditional long linear research cycles need to move towards ongoing ‘test-learn-developed’ cycles, the technological (r)evolution brings many opportunities for research.
Presentation on contemporary consumer conversations by Annelies Verhaeghe as presented at Confirmit’s Mind Your Language Event in London in June 2017.
De Comeos e-commerce studie zit al aan de zevende editie en is het grootste e-commerce consumentenonderzoek in België, in samenwerking met InSites Consulting. In deze studie schetsten we een duidelijk beeld van de Belgische e-consument en hoe die evolueert in al zijn aspecten. Hét rendez-vous van het jaar voor iedere handelaar die intensief bezig is met e-commerce en omnichannel.
By its very definition, the pursuit of insights is an exercise in empathy. Surveys, focus groups, data collection, and so on — all just means to empathize with research subjects, to walk in their shoes. Like never before, virtual reality can almost literally put researchers into the shoes of their subjects. Using affordable 360-degree cameras and basic virtual reality, your clients can now experience the world of their consumer.
Rumblings about virtual reality and its promise have been around for years. Now, the promise has arrived. Come to see how virtual reality is already making an impact in our industry. A presentation by Thomas Troch, Business Director at InSites Consulting
The patient is no longer patient. Presentation of Christophe Jauquet (Business Director Health & Medical, InSites Consulting) at the European Health Insurance Conference in Berlin on Friday 23 March, 2017.
Since the early days of business, marketing gurus have preached their beliefs on how to build strong brands. These theories and models have been translated into numerous books to provide a clear framework for marketers on what to aim for and how to grow their brand.
But in this abundance of models and theories, marketers might find themselves lost in translation. In this presentation, we aim to simplify the world of marketing and bundle these frameworks in three main Brand Religions beyond the classic ‘Kotler-ian’ thinking, nl penetration, influencers and relationship religions.
SkyTeam, one of the largest international airline alliances, launched a pilot customer centricity project for their key product – SkyPriority. The pilot project used an innovative approach designed to evoke a feeling of customer centricity through research. Following the pilot implementation, we looked back and found a positive impact on high value customers and SkyPriority managers. Customers felt they could better collaborate with SkyTeam, and more importantly, they felt more valued as customers when compared to people who did not take part in the program. Airline managers also had a positive perception of the project and reported improved implementation of the SkyPriority product.
Recent insight generation work we conducted in our own industry has demonstrated that survey research needs to change drastically. We need to become more agile, smarter and more in line with today’s marketing standards, as well as better follow the pace of the business. We believe that, in order to make surveys strive again, we need to start embracing the possibilities of smart data integration. We are THE ideal industry to get the most out of ‘small data’. We will offer a framework to describe the different possible flavours of data collection beyond explicit questioning. In addition, we will share, based on a series of data integration experiments with global brands, what the added value is of each type and how they contribute to better insights and a higher return on those insights. Presented by Angie Deceuninck & Annelies Verhaeghe at ESOMAR Congress in New Orleans on Monday September 19, 2016.
Community member disengagement: a fundamental threat for viable research communities, presented by Steven Debaere (PhD IESEG) in collaboration with InSites Consulting at the ASC International Conference in Winchester on September 9, 2016.
This is the full slidedeck of our Smartees Workshop on Turning Insights into Impact, hosted by Tom De Ruyck (Managing Partner, InSites Consulting) in Ghent on Tuesday June 14, 2016.
Shaping your business together with patients Smartees WebinarInSites on Stage
This is the full slidedeck of our Smartees Webinar on 'Shaping your business together with patients', hosted on June 9 and streamed life from our Ghent office. Presentation by Christophe Jauquet (Business Director Health & Medical) & Sarah Van Oerle (Reserach Consultant).
Alieke Stubbe's pitch for the Febelmar Young Talent Award. The challenge? How can the research industry prepare itself today in order to be ready for challenges of tomorrow. With her presentation on the price of privacy Alieke convinced the jury of her talent and was therefore awarded Febelmar Young Talent of 2016.
The end of average is over: how to bring back our EDGE?InSites on Stage
No need to repeat the VUCA world is here and it is here to stay. While the power of ‘averages’ has successfully served the marketing community for so long, applying average thinking is now turning brands all over the world into zombies with most consumers not caring if 76% of all brands would disappear (Havas Media Group). If brands want to remain relevant and successful, they need to let go of average and embrace the edges. In his talk, Kristof De Wulf shares his view on how brands can benefit from edgy versus average thinking.
Fast-forward to more contextual, more agile and smarter qualitative research, a presentation by Annelies Verhaeghe & Sophie Van Neck for the ESOMAR Qualitative Research Congress on November 7, 2018 in Porto (PT).
Although research communities are probably one of the biggest disruptions happening in our industry in the past years, we believe that there is yet again another game changer around the corner: online chat. Online chat and chat bots will, in our opinion, make qualitative research more agile, more contextual and smarter. To explore the opportunities that chat offers, we decided to set up an experiment with Heineken. Join us on our journey and discover what we think might be the future of qual!
Market Research Today, Tomorrow and the Day after TomorrowInSites on Stage
Market Research in Germany – A picture of the future of the German research industry based on a study among German corporate researchers. Presented by Tom De Ruyck at the Planung & Analyse Insights 2017 event in Frankfurt (DE).
Does the future of your business depend on luck? Only 11% of decisions are taken with input from consumers, yet in these fast-forward times the need for agile consumer connection is growing. Not only do the traditional long linear research cycles need to move towards ongoing ‘test-learn-developed’ cycles, the technological (r)evolution brings many opportunities for research.
Presentation on contemporary consumer conversations by Annelies Verhaeghe as presented at Confirmit’s Mind Your Language Event in London in June 2017.
De Comeos e-commerce studie zit al aan de zevende editie en is het grootste e-commerce consumentenonderzoek in België, in samenwerking met InSites Consulting. In deze studie schetsten we een duidelijk beeld van de Belgische e-consument en hoe die evolueert in al zijn aspecten. Hét rendez-vous van het jaar voor iedere handelaar die intensief bezig is met e-commerce en omnichannel.
By its very definition, the pursuit of insights is an exercise in empathy. Surveys, focus groups, data collection, and so on — all just means to empathize with research subjects, to walk in their shoes. Like never before, virtual reality can almost literally put researchers into the shoes of their subjects. Using affordable 360-degree cameras and basic virtual reality, your clients can now experience the world of their consumer.
Rumblings about virtual reality and its promise have been around for years. Now, the promise has arrived. Come to see how virtual reality is already making an impact in our industry. A presentation by Thomas Troch, Business Director at InSites Consulting
The patient is no longer patient. Presentation of Christophe Jauquet (Business Director Health & Medical, InSites Consulting) at the European Health Insurance Conference in Berlin on Friday 23 March, 2017.
Since the early days of business, marketing gurus have preached their beliefs on how to build strong brands. These theories and models have been translated into numerous books to provide a clear framework for marketers on what to aim for and how to grow their brand.
But in this abundance of models and theories, marketers might find themselves lost in translation. In this presentation, we aim to simplify the world of marketing and bundle these frameworks in three main Brand Religions beyond the classic ‘Kotler-ian’ thinking, nl penetration, influencers and relationship religions.
SkyTeam, one of the largest international airline alliances, launched a pilot customer centricity project for their key product – SkyPriority. The pilot project used an innovative approach designed to evoke a feeling of customer centricity through research. Following the pilot implementation, we looked back and found a positive impact on high value customers and SkyPriority managers. Customers felt they could better collaborate with SkyTeam, and more importantly, they felt more valued as customers when compared to people who did not take part in the program. Airline managers also had a positive perception of the project and reported improved implementation of the SkyPriority product.
Recent insight generation work we conducted in our own industry has demonstrated that survey research needs to change drastically. We need to become more agile, smarter and more in line with today’s marketing standards, as well as better follow the pace of the business. We believe that, in order to make surveys strive again, we need to start embracing the possibilities of smart data integration. We are THE ideal industry to get the most out of ‘small data’. We will offer a framework to describe the different possible flavours of data collection beyond explicit questioning. In addition, we will share, based on a series of data integration experiments with global brands, what the added value is of each type and how they contribute to better insights and a higher return on those insights. Presented by Angie Deceuninck & Annelies Verhaeghe at ESOMAR Congress in New Orleans on Monday September 19, 2016.
Community member disengagement: a fundamental threat for viable research communities, presented by Steven Debaere (PhD IESEG) in collaboration with InSites Consulting at the ASC International Conference in Winchester on September 9, 2016.
This is the full slidedeck of our Smartees Workshop on Turning Insights into Impact, hosted by Tom De Ruyck (Managing Partner, InSites Consulting) in Ghent on Tuesday June 14, 2016.
Shaping your business together with patients Smartees WebinarInSites on Stage
This is the full slidedeck of our Smartees Webinar on 'Shaping your business together with patients', hosted on June 9 and streamed life from our Ghent office. Presentation by Christophe Jauquet (Business Director Health & Medical) & Sarah Van Oerle (Reserach Consultant).
Alieke Stubbe's pitch for the Febelmar Young Talent Award. The challenge? How can the research industry prepare itself today in order to be ready for challenges of tomorrow. With her presentation on the price of privacy Alieke convinced the jury of her talent and was therefore awarded Febelmar Young Talent of 2016.
11. @HAKIMZEMNI #insites
Hi, I am ….. and I work as…… @.......... .
I am here because…
I love my job because…
My colleagues think I am…
My friends say I am the best in…
The last time I thought about growing I…
CONVERSATION STARTERS
12. #insites@HAKIMZEMNI
13:00 Welkom
13:30 Introductie – door Hakim Zemni, Managing Director Belgium
InSites Consulting
13:50 Groeistrategieën doorgelicht – Waarom consumenten
steeds aan de basis liggen – door Sophie Van Neck, Senior
Research Manager InSites Consulting
14:30 Case Tiense Suiker: Bestaande Belgische innovaties
lanceren in Amerikaanse, Arabische en Aziatische markten – Hoe
kunnen consumenten hierbij helpen? - door Dries Verhaeghe,
Senior Research Consultant InSites Consulting en Geert Van Aelst,
Marketing Manager Tiense Suiker
15:00 Pauze
15:30 Case VLAM: De Marktmakers – structurele samenwerking
met consumenten in actie - door Annelies Verstaen, Senior
Research Consultant InSites Consulting en Kris Michiels,
Marketingadviseur VLAM
16:00 Case Vandemoortele: Valideren van innovatieve
bakkerijconcepten door consumenten in een B2B-industrie - door
Bert Vandecasteele, Senior Research Manager InSites Consulting en
Cindy Goeteyn, International Category Manager Bakery
Vandemoortele
16:30 Break-out sessies
17:00 Netwerken & drinks
61. DRIIESVERHAEGHE GEERTVANAELST #INSITES
Marketing context (2006):
Marktleider
(T-brand: 57%)
in een mature
markt onder druk
Jaarlijkse
volumedaling
van 3%
Consumer concerns:
bezorgdheid omtrent
gezondheid en suiker
& beperkte brand
interest
Veranderde
EU-wetgeving als
aanleiding van een
complexe business
omgeving
DRIESVERHAEGHE GEERTVANAELST #INSITES
62. Turn Comité Executive
(COMEX) into brand
believers
Defend the brand
Marketing plan
Internal
marketing
Consumer
marketing
B2B
marketing
Turn employees into
brand ambassadors
Change the positioning
from mono product
supplier to total
sweetening solutions
partner
4 integrated building blocks
Develop
new area’s
of growth
DRIESVERHAEGHE GEERTVANAELST #INSITES
63. DEVELOP NEW AREAS OF GROWTH
Nieuwe markten
Innovaties
Lijn extensies
DRIESVERHAEGHE GEERTVANAELST #INSITES
64. DEVELOP NEW AREAS OF GROWTH –
NEW MARKETS
DRIESVERHAEGHE GEERTVANAELST #INSITES
65. Looking at the
(potential) new market
#2
DRIESVERHAEGHE GEERTVANAELST #INSITES
Tiense Suiker & InSites Consulting
75. Interpretation
Concept 1
Candy Cassonade
Belgium is well-known for its chocolate, beer and waffles. However,
there are certainly more high-quality products produced in Belgium:
sugar, for example. For more than 175 years, the Tiense Suiker has
been developing a range of authentic products and packaging formats.
Candy Cassonade has been produced since 1937 by Tiense Suiker, the
only producer worldwide.
Unlike ordinary white or cane sugar, Candy Cassonade will give all
your desserts, pancakes and yoghurts a crunchy and soft flavor.
Candy Cassonade is a granulated golden brown sugar produced
according to a traditional method and containing no artificial coloring or
any other additives.
Candy Cassonade is packaged in a paper bag of 2 LB or 1 LB.
2 T-Sugars
Potential
DRIESVERHAEGHE GEERTVANAELST #INSITES
78.
60% 22% 18%
2 T-Sugars
Potential
DRIESVERHAEGHE GEERTVANAELST #INSITES
“I would try this product because it’s light and
low in calories!”
79. 3 T-Sugars
Packaging
DRIESVERHAEGHE GEERTVANAELST #INSITES
“Bags of sugar often leak and they
are somewhat difficult to store”
“I would like resealed
packages in the larger
quantity's”
Consumer frustrations?
89. De belangrijkste toegevoegde
waarde van het onderzoek
zit hem in het terugbrengen
van de complexiteit
1
DRIESVERHAEGHE GEERTVANAELST #INSITES
Simplicity
100. ANNELIESVERSTAEN KRIS MICHIELS #INSITES
PROMOTIE PRODUCTEN VAN EIGEN BODEM
PARTNERSHIP VLAAMSE OVERHEID
EN BEDRIJFSLEVEN
PROMOTIE PER PRODUCT
101. ANNELIESVERSTAEN KRIS MICHIELS #INSITES
ROL VAN MARKTONDERZOEK
Rode draad
doorheen
campagnes
#1
Kenniscentrum
voor
sectoren
#2
Inhoud campagnes
/ persberichten
algemene
pers
#3
102. ANNELIESVERSTAEN KRIS MICHIELS #INSITES
SITUATIE 2012
1. Gebrek aan kwalitatieve data
DIEPGAANDE INFORMATIE
TOEKOMSTGERICHTE INFORMATIE
2. Gebrek aan snelheid
INTERNE DISCUSSIEPUNTEN
TOPICS IN DE MEDIA
CAMPAGNES EVALUEREN
STERKE FOCUS OP
KWANTITATIEF ONDERZOEK
103.
104. ONTMOET De Marktmaker community
ANNELIESVERSTAEN KRIS MICHIELS #INSITES
Online discussieplatform
114. ANNELIESVERSTAEN KRIS MICHIELS #INSITES
Healthy fastfood1.
Online food shopping2.
Eten op maat3.
Pure ingrediënten4.
Lokale producten5.
Homemade6.
Cocoonen7.
Denk Tapas8.
Wereldkeuken9.
Bio in opmars10.
10 trends voor 2014
Strategische marktinformatie Trendstudie
119. ANNELIESVERSTAEN KRIS MICHIELS #INSITES
“De slogan is krachtig maar klopt niet met de
zin er juist onder waar men spreekt van 3
eieren per week. De tekst is nu tegenstrijdig,
eerst spreekt men van 1 ei per dag en dan over
3 per week. "Veel onderzoeken" mag ook
uitgebreider. door Beauval
Tactische marktinformatie Campagne voor eieren
120. ANNELIESVERSTAEN KRIS MICHIELS #INSITES
“De slogan is krachtig maar klopt niet met de
zin er juist onder waar men spreekt van 3
eieren per week. De tekst is nu tegenstrijdig,
eerst spreekt men van 1 ei per dag en dan over
3 per week. "Veel onderzoeken" mag ook
uitgebreider. door Beauval
Tactische marktinformatie Campagne voor eieren
121. ANNELIESVERSTAEN KRIS MICHIELS #INSITES
“In het Franse filmpje wordt
nogal abrupt de overgang
naar bier gemaakt, leek me
minder geloofwaardig.”
(liesea)
“Je ziet water opborrelen uit
een verstopte afvoer in de
straatgoot en op dit moment
zegt de dame ‘ik heb
besloten om met bier te
werken’. Dit samengaan is
niet zeer smakelijk.”
(AnneML)
Tactische marktinformatie Campagne voor bier
122. ANNELIESVERSTAEN KRIS MICHIELS #INSITES
Conclusie: vlot klaar te maken, maar rare ingrediëntencombinatie schrikt af en
blijft slechts een eenmalig experiment
Tactische marktinformatie BoemPatat recept
130. ANNELIESVERSTAEN KRIS MICHIELS #INSITES
“Ok, this one was hard!!! en dan is
het zoals het klinkt! Vanavond heb ik
dus ook dubbel genoten van mijn bord
pasta met grana padova , Wat heb ik
dat gemist!!! Na deze 3 dagen heb ik
beseft hoeveel zuivel we verbruiken en
ook hoe onmisbaar het is voor mezelf.
Voor het eerst in mijn leven heb ik
echt moeten nadenken hoe
ik kook en hoe ik compenseer
voor die zuivelprodukten.”
(rafael)
“Ik heb geen andere dingen
gegeten of gedronken..
Ik wist eigenlijk niet waardoor
die zuivel te vervangen.”
(AnnV)
Zuivelconsumptie
132. ANNELIESVERSTAEN KRIS MICHIELS #INSITES
Week van de Friet
“Voor nonnekes bv is het ook niet gepermitteerd
om aan te schuiven aan een frituur, alhoewel...
zou mooie foto opleveren.”
Tantemiek
135. ANNELIESVERSTAEN KRIS MICHIELS #INSITES
Gevarieerde aanpak
Relevante feedback
Meer impactvolle beslissingen
Imago en consumptie
lokale producten bevorderen
… maar dubbel en dik de moeite
136. ANNELIESVERSTAEN KRIS MICHIELS #INSITES
“Dankzij onze online research community kunnen we beter de vinger
aan de pols houden bij de Vlaamse consumenten. Het is een
veelzijdig platform dat zich uitstekend leent om zeer uiteenlopende
onderzoeksvragen te beantwoorden, gaande van het peilen naar
diepgaandere motivaties, tot het observeren van het
consumentengedrag en het aftoetsen van communicatie-uitingen.
Doordat de community continu ter beschikking staat, kunnen we
bovendien snel en efficiënt handelen. Dit alles maakt dat dankzij
onze Marktmaker-community de consument een nadrukkelijkere
stem gekregen heeft in de werking van VLAM.”
Frans de Wachter – Algemeen directeur VLAM
We love it
137. ANNELIESVERSTAEN KRIS MICHIELS #INSITES
“Ik vind het zeer leuk om
hieraan te mogen meewerken!
We kunnen ongezouten onze mening geven,
reageren op andere meningen,.. Het zijn zeer
interessante onderwerpen en we kunnen van
elkaar bijleren! Ook de frequentie van de opdrachten
is ideaal voor mij (niet te veel en voldoende tijd om te
kunnen antwoorden). Ik zou het heel feel missen mocht
het er niet meer zijn.”
Fientj
And they love it
145. Bakery Products
Twee activiteiten
Lipids
STRATEGY
€689 miljoen omzet
Grootste producent in
groeiende Europese diepvries
bakkerijmarkt
Organische groei
Acquisities
€584 miljoen omzet
Leidende positie in Europese
margarines & vettenmarkt
Positie versterken in West-Europa
Positie uitbouwen in Centraal-Europa
CINDYGOETEYN #INSITES@BERTVDCASTEELE
146. Aanbieden van diepvriesbakkerijproducten aan artisanale
bakkers, industriële en professionele klanten en aan retailers
die ze als vers afgewerkte producten aan de eindconsument
verkopen
BAKERY
CINDYGOETEYN #INSITES@BERTVDCASTEELE
148. Innovatieve
dialoog met
leveranciers
en klanten
R&D met heel wat
faciliteiten en nauwe
samenwerking met
universiteiten en
instituten
April 2012: opening
Vandemoortele Centre
'Lipid Science and
Technology' aan de
Universiteit van Gent
CINDYGOETEYN #INSITES
INNOVATIE GENEN
@BERTVDCASTEELE
149. Van productiegeoriënteerde client push…
Van re-actief naar pro-actief
CINDYGOETEYN #INSITES
TO THE FUTURE
1. Vandemoortele produceert
2.
Bouw nieuwe productielijnen
op basis van klantenvolumes
3. Klant niet gericht op
Snel veranderende consument
wanneer klant het vraagt
@BERTVDCASTEELE
150. …naar trendsgeoriënteerde consumer pull
Van re-actief naar pro-actief
CINDYGOETEYN #INSITES
TO THE FUTURE
1. Vandemoortele beschouwd
2. Zekere keuzes maken
als consumentenkenner
@BERTVDCASTEELE
154. Filling the innovation funnel#1
CINDYGOETEYN #INSITES
1
Concept
writing by
Vande-
moortele
3 Concept
refinement
5
Identify
areas for
improve-
ment
6
Enrich
data with
qualitative
insights
4
Assess
Concept
potential
@BERTVDCASTEELE
2
Food Trends
by InSites
Consulting
157. Make a success of
concept screening by
turning company based
concepts into consumer
oriented concepts
3 Concept
refinement
CINDYGOETEYN #INSITES
InSites Consulting has a lot of expertise in writing and
rewriting concepts based on typical guidelines:
Consumer language
Bring the idea alive
Single minded
Short
Fixed structure
Concrete
@BERTVDCASTEELE
167. (Floor oven baked) bread insights#2
The participants
96
3
4
423
Online Discussion platform
1
Grow
consumer
understan-
ding related
to bread
2
Desired
product
attributes
for floor
oven baked
products
countries
ODG’s per country
participants
pages of conversation
CINDYGOETEYN #INSITES@BERTVDCASTEELE
168. Across all countries, we can distinguish 4 types of bread users:
1
Grow
consumer
understan-
ding related
to bread
CINDYGOETEYN #INSITES@BERTVDCASTEELE
169. But bread has different associations per country!
Ne touche
pas ma
baguette!
1
Grow
consumer
understan-
ding related
to bread
CINDYGOETEYN #INSITES
“In Ireland they eat
potatoes for every
meal, in France we
eat bread.” by
Damian, France
Deutsche
Gründlichkeit!
Unpacked
bread, does it
exist?!
Germans prefer
heavier and darker
bread.
Bread in UK is more
marketed under
brand names and
labels.
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170. 1 2 3 4 5
1
Grow
consumer
understan-
ding related
to bread
CHANNEL
BASIC
NEEDS
PRIMARY
QUALITY
INDICATORS
SECONDARY
QUALITY
NON
CRUCIAL
FACTORSINDICATORS
CINDYGOETEYN #INSITES
“A golden crust, I can hear it
crunch.” by Danielle, France
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173. CINDYGOETEYN #INSITES
4.
5.
6.
7.
Externe chefs werken recepten uit
Quick win lanceringen
Concept finetuning
Consumentengedreven gesprekken
met klanten
Recente Acquisities
1.
2.
3.
Re-organisatie van R&D
Start Innovation Process Management
EMBRACE WE
@BERTVDCASTEELE
174. CINDYGOETEYN #INSITES
1. Eerste investering gebaseerd op
2. Bouw lijn Q3 2015, Frankrijk
3. Sterk signaal naar klanten
consumentenonderzoek!
EMBRACE WE
@BERTVDCASTEELE
175. CINDYGOETEYN #INSITES
1. Trendvideo en -presentatie
2. Nieuwe look & feel voor
3. Foodsafari naar
voor klanten en suppliers
productenfoto’s
trendsetting steden
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178. #1.
We’re one
but we’re
not the
same #2.
Living in
the fast
lane
#3.
I’ve got
the power
#4.
Me,
myself
and I
#5.
Blurred
Lines
#6.
The fall of
the
mighty
#7.
Another
brick in
the wall
@SOPHIEVANNECK #insites