Presented at Insights Activation Week in Sydney

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

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?
increasing THE ROI OF INSIGHTS

4. $ 43.000.000.000
45%
increasing THE ROI OF INSIGHTS

5. increasing THE ROI OF INSIGHTS

6. increasing THE ROI OF INSIGHTS

7. increasing THE ROI OF INSIGHTS

8. increasing THE ROI OF INSIGHTS

9. increasing THE ROI OF INSIGHTS

10. increasing THE ROI OF INSIGHTS

11. Internal
increasing THE ROI OF INSIGHTS

12. Internal
increasing THE ROI OF INSIGHTS

13. Internal
increasing THE ROI OF INSIGHTS

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

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”
increasing THE ROI OF INSIGHTS

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

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

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

19. @tomderuyck increasing THE ROI OF INSIGHTS@insites increasing THE ROI OF INSIGHTS

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

21. increasing THE ROI OF INSIGHTS

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

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

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|
increasing THE ROI OF INSIGHTS

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
increasing THE ROI OF INSIGHTS

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

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
increasing THE ROI OF INSIGHTS

28. WHAT DOES THE life of an
insight LOOK LIKE?
increasing THE ROI OF INSIGHTS

29. IN POWERPOINT
locked up
REPORTS
increasing THE ROI OF INSIGHTS

30. ONE-WAY1.
ISOLATED2.
NO ACTION3.
increasing THE ROI OF INSIGHTS

31. #HARVEST #LIVE #PROJECT #IMMERSION #ARCHIVE
USING INSIGHTS
IN THE research process
increasing THE ROI OF INSIGHTS

32. INTRODUCING
THE insightACTIVATION STUDIO
increasing THE ROI OF INSIGHTS

33. START FROM INSIGHTS
ADD YOUR OBSERVATIONS & IDEAS
increasing THE ROI OF INSIGHTS

34. Meet Galvin – Our very own Chatbot
LUIS AI
increasing THE ROI OF INSIGHTS

35. “FIND ME SOME
TILES ABOUT
PACKAGING”
When in a meeting or
you’re working on a
specific project you’re able
to find out what your
consumers and colleagues
think about that topic.
Case3
LET’S MEET THE
CONSUMER
We can give the
employees the feeling that
they’re talking with their
consumer while they’re
actually interacting with
user personas based on
predetermined consumer
segments.
Case1
SHOW ME THE
LATEST NEW TILES
You can ask to see the
latest new tiles in a menu
or simply subscribe to get
a daily or weekly update.
This is the start of a short
and interactive journey
through the consumers
mind.
Case2
Meet Galvin – Our very own Chatbot
increasing THE ROI OF INSIGHTS

36. Meet Galvin – Our very own Chatbot
“FIND ME SOME
TILES ABOUT
PACKAGING”
When in a meeting or
you’re working on a
specific project you’re able
to find out what your
consumers and colleagues
think about that topic.
Case3
LET’S MEET THE
CONSUMER
We can give the
employees the feeling that
they’re talking with their
consumer while they’re
actually interacting with
user personas based on
predetermined consumer
segments.
Case1
SHOW ME THE
LATEST NEW TILES
You can ask to see the
latest new tiles in a menu
or simply subscribe to get
a daily or weekly update.
This is the start of a short
and interactive journey
through the consumers
mind.
Case2
increasing THE ROI OF INSIGHTS

37. Meet Galvin – Our very own Chatbot
“FIND ME SOME
TILES ABOUT
PACKAGING”
When in a meeting or
you’re working on a
specific project you’re able
to find out what your
consumers and colleagues
think about that topic.
Case3
LET’S MEET THE
CONSUMER
We can give the
employees the feeling that
they’re talking with their
consumer while they’re
actually interacting with
user personas based on
predetermined consumer
segments.
Case1
SHOW ME THE
LATEST NEW TILES
You can ask to see the
latest new tiles in a menu
or simply subscribe to get
a daily or weekly update.
This is the start of a short
and interactive journey
through the consumers
mind.
Case2
increasing THE ROI OF INSIGHTS

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

39. FROM PROJECTS
TO habits
increasing THE ROI OF INSIGHTS

41. +61 2 8354 4800
directionfirst.com
DIRECTION FIRST
10 Elizabeth Street
Paddington, NSW,
2021, Australia
+61 2 8354 4800
+61 2 9357 1666
info@directionfirst.com
linkedin.com/company/direction-first
@directionfirst