Insight Activation Studio: Dorel Juvenile case by Anouk Willems, Head of Insight Activation Studios at InSites Consulting Dorel Juvenile is on a mission to move from a product-oriented company towards a more service-oriented company. To understand consumer’s needs, and share ideas and interesting thoughts from employees, the company was on the lookout for an easy way to collaborate across their different offices. As an answer to this, the Dorel Insight Activation Studio was launched. The Dorel story will show how the Studio works, how it connects Dorel’s employees across their 13 offices and what best practices are to implement this new way of working. How did we launch this Dorel Studio? What are success factors in terms of implementing the Dorel Studio? And what are the possible outcomes? These are some of the questions that will be tackled during this case presentation.

1. THE INSIGHT ACTIVATION STUDIO
Anouk Willems, Head of Insight Activation Studios, InSites Consulting
CASESTUDY: DOREL JUVENILE

3. INSIGHT IMPACT
OF THE GAME
IS THE NAME
20 talks with
marketers and
insights managers
MR Impact Research
survey with 185
marketers and insights
managers
| THE INSIGHT ACTIVATION studio | @TOMDERUYCK

4. TOWARDS CONSUMER
ON A MISSION
CENTRICITY

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

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

7. 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

8. MARKETING INSIGHTS
INTERNALIZE
#experience

9. THE ORGANISATION
FROM TEAMS TO
#reach

10. TO HABIT CREATION
FROM HABITS
#structural

11. THE DOREL STUDIO
INTRODUCING

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

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

14. 1/
STRATEGIZE
WHAT’S YOUR PURPOSE?

15. 1/
STRATEGIZE
IDENTIFY YOUR
BUSINESS GOALS

16. CRAFT YOUR
ACTIVATION PLAN
1/
STRATEGIZE

17. 7
9
8
88
51
2/ INSTALL FIRST
#66days
#CARSEATCODE
2/
INSTALL
ROUTINES
ROUTINES

18. 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

19. 3/ MEASURE, LEARN & BUILD
3/
INCREASE
REACH
NEW CAMPAIGNS

20. 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

21. HABIT FORMING
TAKES TIME
from VISITS to CONTRIBUTIONS

22. 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
Efforts

23. THE impact
FOR DOREL

24. 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

25. 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

26. 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

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

28. THANK YOU!
Anouk Willems, InSites Consulting