The document discusses strategies for transforming shopper insights into company-wide initiatives at Dannon through the concept of 'memefication' to enhance consumer engagement and behavior. It highlights the importance of internalizing data and sharing insights creatively to influence shopping behavior while addressing the challenge of balancing healthy choices for children with consumer preferences. The emphasis is on developing actionable insights and the necessity of structured approaches to maximize the impact of research efforts.

1. Memefication
of Insights

2. Mummyfication

3. Mommyfication

4. Memefication
of Insights

7. 09:30 Building a consumer-driven business together
Wrap up and Q&A
Dannon: Turning shopper insights into company-wide memes
Networking lunch
10:30
11:20
10:50
11:30
Coffee break
AGENDA

8. CONGRESS AWARD
Best Paper Overall
ESOMAR, Dublin 2015

13. BOOK

43. 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
USE THE 4
OF marketing
BUILDING BLOCKS
insights

44. UPDATES
WORKSHOPS & WALLS
REACH
TIME
IMMEDIATE ACTION

59. Tom De Ruyck
MANAGING PARTNER
Tom.DeRuyck@insites-consulting.com
@tomderuyck

60. Niels Schillewaert, PhD I Olesya Govurun, PhD I Holly Rozelle
TURNING SHOPPER INSIGHTS INTO
COMPANY-WIDE MEMES

62. INSIGHT IMPACT
OF THE GAME
IS THE NAME
Only 1 in 2
research projects
leads to change

63. Shopper
CONSULTING
BOARD

65. 1
UNDERSTAND THE H&W SHOPPING
BEHAVIOR
ENHANCING THE IN-STORE EXPERIENCE
MEETING THE H&W CONSUMER NEEDS
AND MOTIVATIONS
2
3

66. OBSERVATION CROWD INTERPRETATION DISCUSSION

67. SHARING
H&W moments

68. SHARING
how they prepare FOR
GROCERY SHOPPING

69. GOING OUT
ON shopper missions

70. Internalize THE DATA

71. CONFINED PERSPECTIVE HOLISTIC OUTLOOK
CONSUMERS BEING LED HUMANS LEADING
INTERACTIVE TOOLSONE-WAY PRESENTATION
People are only a ‘shopper’ or a ‘consumer’ for a couple of
hours a day, the rest of the time they’re just human.

72. 1399
Pictures
78
Co-created
ideas
14
Insight
platforms
3465
Conversations
BRAND INSIGHTSSHOPPER INSIGHTS
So here we were …
FROM INSIGHTS TO memes

73. Meme |’mi:m/meem
An idea, behavior, or style that spreads from person to person within a culture
#YOLITTLEONES
Parents face a challenge of constantly not giving in when their young children join
them for grocery shopping. When kids show good behavior in the store, parents often
want to give them a treat. These young kids are often attracted by the colorful
packaging of unhealthy snacks. How to provide opportunities for yogurt to become a
favorite to kids and be liked as a healthy option to parents while shopping.
WIDESPREAD
UNDERSTANDING
REPLICATION AUGMENTATION DIFFUSION

74. MARKETING INSIGHTS
INTERNALIZE
#experience

75. THE ORGANISATION
FROM TEAMS TO
#reach

76. TO HABIT CREATION
FROM PROJECTS
#structural

77. THE DANNON STUDIO
INTRODUCING

78. INSPIRATION WALL INSPIRATION TILE ADD NEW TILE
MARKETING OF
INSIGHTS
“THROUGH”
RATHER THAN “TO”
PROFESSIONALS
#MEMEFICATION

79. #YOMOMENTS
#YOLITTLEONES
#YODOODLE
#YOKITCHEN
#YONOVATION
#YOSHOP

81. "It was really interesting to see
all the recipes people use
yogurt for. For example, the
pasta recipe really caught my
attention and I was surprised
people would use yogurt in
pasta. It was also eye-opening
to me to see people using
yogurt in savory recipes as I
thought consumers only
consumed yogurt as a sweet
treat."
FUN AND
INTRIGUING
FOR NON-CMI
AUDIENCES
THE impact
FOR DANNON
“The Studio is visually
appealing. .... as life is quite
busy, we unfortunately don't
take the time to socialize and
share this type of information in
person or online.”

82. ENHANCED
PEOPLE
CENTRICITY
THROUGH
PERSONAL
STORIES
THE impact
FOR DANNON

83. THE impact
FOR DANNON
BUT PEOPLE
DO NEED
“A CALL FOR
ACTION”

84. REACH
THE stats
ENGAGEMENT
33% • 83 REACHED IN 4 WEEKS
38% • MORE INTENSE STUDIO VISITS • MORE MOBILE
REPEAT USERS GET ENGAGED
AND EMBED STUDIO IN DAILY HABITS

85. Studio Usage to Create CONSUMER CLOSENESS
+30%
CONSUMER
FEELING
CONSUMER
CONTACT
STUDIO
USAGE
+230%

86. YOUR WORSE ENEMY IS ad hoc
INCREASE Return on insight

87. SOLVE PROBLEMS,
SOFTWARE DOESN’T
PEOPLE DO
#launchprogram

88. 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

89. INCREASE Return on insight
Internalize
to manage
1 long report >
small audience •
small snippets >
large audience
longitudinal •
habitual • marketing
research
Measure
Reverse

91. THANK YOU!
Niels Schillewaert, PhD I Olesya Govurun, PhD I Holly Rozelle