ESOMAR APAC 2016: Increasing the ROI of Insights

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The document discusses insights and how to increase their ROI (return on investment). It notes that while marketers believe they spend enough on research, there is no correlation between spending and quality of insights. It provides frameworks for what makes a good insight and how to facilitate the flow of insights through a company. This includes harvesting existing insights, activating stakeholders, and collaborating to implement insights. It also discusses how to ingrain insights into habits through motivation, triggers, and routine-building.

Marketing

20 talks with
marketers and
insights managers
MR Impact Research
survey with 185
marketers and
insights managers
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

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@erica_dfirst

$ 43.000.000.000
45%
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

Internal
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

‘infotainment’ IS
NOT THE BIG LEAP
FORWARD
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

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@erica_dfirst

WHAT IS NOT AN INSIGHT?
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

In-sight |’in.sit|
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

Recognizable &
relevant
It’s me!
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

A fresh,
new way of
looking at
things
Aha!
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

An insight cannot be neutral:
I WANT TO change!
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

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@erica_dfirst

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@erica_dfirst

WHAT IS THE
POWER OF
AN INSIGHT?
HOW TO LET
INSIGHTS
FLOW?
HOW TO
MAKE IT A
HABIT?
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

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@erica_dfirst

4 BUILDING BLOCKS TO
LET INSIGHTS flow
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
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

WHAT DOES THE life of an
insight LOOK LIKE?
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

IN POWERPOINT
locked up
REPORTS
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

ONE-WAY1.
ISOLATED2.
NO ACTION3.
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

#HARVEST #LIVE #PROJECT #CATEGORY #ARCHIVE
USING INSIGHTS
IN THE research process
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

INTRODUCING
THE insightACTIVATION STUDIO
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

INSPIRATION WALL INSPIRATION TILE ADD NEW TILE
HOW IT WORKS
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

START FROM INSIGHTS
ADD YOUR OBSERVATIONS & IDEAS
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

MEASURE
YOUR conversion
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

FROM PROJECTS
TO habits
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

WHY?
MOTIVATED ENOUGH?
#MOTOR
IF..THEN..
ROADBLOCKS? TOOLS?
#ENVIRONMENT
WHEN?
AFTER I…I WILL..
#TRIGGER
HOW+?
POSITIVE EMOTION?
#REINFORCEMENT
HOW?
STEP 1, STEP 2, STEP 3
EASY ENOUGH?
#ROUTINE
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

DEVICE AGNOSTIC | SNAPPY &
SIMPLE | NOTIFICATIONS | EMAIL
TRIGGERS | COLLEAGUE
INVITATIONS | …
FACILITATE
YOUR habit
creation
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

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ESOMAR APAC 2016: Increasing the ROI of Insights

2. 20 talks with marketers and insights managers MR Impact Research survey with 185 marketers and insights managers @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

3. 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@erica_dfirst

4. $ 43.000.000.000 45% @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

5. @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

6. @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

7. @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

8. @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

9. @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

10. @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

11. Internal @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

12. Internal @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

13. Internal @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

14. ‘infotainment’ IS NOT THE BIG LEAP FORWARD @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

15. 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@erica_dfirst

16. WHAT IS NOT AN INSIGHT? @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

17. In-sight |’in.sit| @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

18. Recognizable & relevant It’s me! @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

19. @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

20. A fresh, new way of looking at things Aha! @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

21. @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

22. An insight cannot be neutral: I WANT TO change! @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

23. In-sight |’in.sit| @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

24. 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@erica_dfirst

25. 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@erica_dfirst

26. WHAT IS THE POWER OF AN INSIGHT? HOW TO LET INSIGHTS FLOW? HOW TO MAKE IT A HABIT? @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

27. 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@erica_dfirst

28. 4 BUILDING BLOCKS TO LET INSIGHTS flow 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 @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

29. WHAT DOES THE life of an insight LOOK LIKE? @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

30. IN POWERPOINT locked up REPORTS @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

31. ONE-WAY1. ISOLATED2. NO ACTION3. @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

32. #HARVEST #LIVE #PROJECT #CATEGORY #ARCHIVE USING INSIGHTS IN THE research process @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

33. INTRODUCING THE insightACTIVATION STUDIO @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

34. INSPIRATION WALL INSPIRATION TILE ADD NEW TILE HOW IT WORKS @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

35. START FROM INSIGHTS ADD YOUR OBSERVATIONS & IDEAS @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

36. MEASURE YOUR conversion @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

37. WHAT IS THE POWER OF AN INSIGHT? HOW TO LET INSIGHTS FLOW? HOW TO MAKE IT A HABIT? @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

38. FROM PROJECTS TO habits @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

39. WHY? MOTIVATED ENOUGH? #MOTOR IF..THEN.. ROADBLOCKS? TOOLS? #ENVIRONMENT WHEN? AFTER I…I WILL.. #TRIGGER HOW+? POSITIVE EMOTION? #REINFORCEMENT HOW? STEP 1, STEP 2, STEP 3 EASY ENOUGH? #ROUTINE @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

ESOMAR APAC 2016: Increasing the ROI of Insights

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