This document discusses insights and how to increase their impact and ROI. It provides information from interviews and surveys of marketers on common challenges with insights. It then defines what makes a good insight according to elements of relevance, freshness, and creating desire for change. The document advocates moving insights out of isolated reports and finding ways to activate them across organizations through techniques like insight studios and living rooms to spark conversations and development of ideas. It provides examples from Danone's efforts to develop consumer insights and activate them through various programs and studios.

1. Tom De Ruyck, InSites Consulting
Annemiek Temming, Danone BENL

2. 20 talks with
marketers and
insights managers
MR Impact Research
survey with 185
marketers and
insights managers
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3. $ 43.000.000.000
45%
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4. @tomderuyck increasing THE ROI OF INSIGHTS@insites

5. @tomderuyck increasing THE ROI OF INSIGHTS@insites

6. @tomderuyck increasing THE ROI OF INSIGHTS@insites

7. Internal
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8. Internal
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9. Internal
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10. ‘infotainment’ IS
NOT THE BIG LEAP
FORWARD
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11. 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”
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12. In-sight |’in.sit|
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13. Recognizable &
relevant
It’s me!
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14. @tomderuyck increasing THE ROI OF INSIGHTS@insites

15. A fresh,
new way of
looking at
things
Aha!
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16. @tomderuyck increasing THE ROI OF INSIGHTS@insites

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

18. 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@insites

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

20. 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
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21. IN POWERPOINT
locked up
REPORTS
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22. ONE-WAY1.
ISOLATED2.
NO ACTION3.
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23. #HARVEST #LIVE #PROJECT #IMMERSION #ARCHIVE
USING INSIGHTS
IN THE research process
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24. INTRODUCING
THE insightACTIVATION STUDIO
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25. Meet Galvin – Our very own Chatbot
LUIS AI
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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@insites

27. FROM PROJECTS
TO habits
@tomderuyck increasing THE ROI OF INSIGHTS@insites

28. HOW TO CREATE impact
WITH CONSUMER INSIGHTS
AT DANONE BENELUX
@TOMDERUYCK

29. LIVING
ROOM
Triggering
conversations
between
marketers &
people
E-LISTENING
Listening to
relevant human
& societal
themes
YOGHURT
TALK
Developing fresh
consumer
insights
DANONE
STUDIO
Activating
insights into
Danone
organization
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30. ACTIVIA PURPOSE
We believe in a world where no woman's potential has gone to waste.
For woman who belief that there is much more inside of them,
than that they are sometimes able to bring out.
We want to align every woman to here core, so she can pursue her
greatest potential. By helping her turn down her biggest enemy:
her own inner critic
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31. BUILDING MEMES
THROUGH THE DANONE STUDIO
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32. INSPIRATION WALL INSPIRATION TILES ADD YOUR OWN TILE
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33. SOLVE PROBLEMS,
SOFTWARE DOESN’T
PEOPLE DO
#8keystosuccess
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34. Set the right purpose
1.
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35. Assemble the right team
STUDIO OWNER
CMI team
WALL OWNER
Brand team
2.
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36. 3.
Start from a business need
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37. Networks of interested & interesting users
4.
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38. 5.
Visual, short & snappy
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39. Convergence x divergence thinking
6.
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40. 7.
Online and offline
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41. 8.
Shaping hearts, minds & actions
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42. From insights
to memesFrom CMI to
organization
From ad hoc
to
ecosystem
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