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Memefication of Insights Eat 'n Learn Smartees
The document discusses insights from a presentation by Hakim Zemni regarding the memefication of insights and consumer-driven business strategies at a congress in Stockholm. It highlights the importance of activating insights and understanding consumer behavior, particularly in the context of marketing car seats for children. The presentation emphasizes collaboration, the need for strategic routines, and the long-term investment in change programs to enhance consumer engagement and business outcomes.
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Memefication of Insights Eat 'n Learn Smartees
- 1. @hakimzemni Memefication of Insights SMARTEES –STOCKHOLM – November 12th
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- 3. Conversation STARTERS! @hakimzemni Hi, I’m …..,I work @... …I’m interested in today’s topic because… . …my favorite meme of the moment is… . …when we do research, the biggest challenge is… .
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- 10. @hakimzemni 12:20 Building aconsumer-driven business together Wrap up and Q&A Dorel Juvenile case 12:00 13:45 13:20 Welcome/ Lunch AGENDA
- 11. @hakimzemni CONGRESS AWARD Best casestudy & paper overall Esomar, Dublin 2015
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- 46. SEED ACTIVATECOLLABORATE Work together to shape outcomes Spreadingnew insights through the organization Trigger stakeholders to interact with insights HARVEST Collecting insights we already know USE THE 4 OF marketing BUILDING BLOCKS insights
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- 62. Tom De Ruyck MANAGINGPARTNER Tom.De.Ruyck@insites-consulting.com @tomderuyck
- 63. THE INSIGHT ACTIVATIONSTUDIO Hakim Zemni, MD BE , InSites Consulting CASESTUDY: DOREL JUVENILE
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- 65. @TIMDUH ONLY 1 IN2 RESEARCH CHANGE. PROJECTS LEADS TO 20 talks with marketers and insights managers MR Impact Research survey with 185 marketers and insights managers @HAKIMZEMNI
- 66. INSIGHT IMPACT OF THEGAME IS THE NAME @TIMDUH@HAKIMZEMNI
- 67. TOWARDS CONSUMER ON AMISSION CENTRICITY @TIMDUH@HAKIMZEMNI
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- 69. SPOTTING NEW MARKET OPPORTUNITIES @TIMDUH INA FAST CHANGING WORLD @HAKIMZEMNI Foldable Inflatable New means Urban Proof
- 70. HOW TO NAVIGATE THISTRANSFORMATION? #STRATEGY #INSIGHTS #PEOPLE @TIMDUH@HAKIMZEMNI
- 71. 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 @TIMDUH@HAKIMZEMNI
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- 73. THE ORGANISATION FROM TEAMSTO #reach @TIMDUH 2 @HAKIMZEMNI
- 74. TO HABIT CREATION FROMON/OFF #structural @TIMDUH 3 @HAKIMZEMNI
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- 76. INSPIRATION WALL INSPIRATIONTILE ADD NEW TILE HOW IT WORKS @TIMDUH@HAKIMZEMNI
- 77. SOLVE PROBLEMS, SOFTWARE DOESN’T PEOPLEDO #launchprogram 3/ INCREASE REACH 2/ INSTALL ROUTINES 1/ STRATEGIZE @TIMDUH@HAKIMZEMNI
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- 82. 7 9 8 88 51 2/ INSTALL FIRST 4-5insights #CARSEATCODE 2/ INSTALL ROUTINES ROUTINES @TIMDUH@HAKIMZEMNI Observation challenge
- 83. FIRST USER EXPERIENCES “I seethe 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 @TIMDUH@HAKIMZEMNI
- 85. 3/ MEASURE, LEARN& BUILD 3/ INCREASE REACH NEW CAMPAIGNS @TIMDUH@HAKIMZEMNI
- 86. THE stats 33% USERSREGISTERED • 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 SPENT PER VISIT @TIMDUH@HAKIMZEMNI
- 87. HABIT FORMING TAKES TIME fromVISITS to CONTRIBUTIONS @TIMDUH@HAKIMZEMNI
- 88. TIME (WEEKS) FUELFORYOURBUSINESS Return onefforts Invest in your change program INVEST FIRST, HARVEST LATER The more actions taken to support the initiative, the higher chance for success Effort s @TIMDUH@HAKIMZEMNI
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- 90. THE EFFECT OF POSITIVEDISRUPTION Consumer feeling dropped from 7,7to 7,4 I know very well what products are on the market for the category I work for #MARKETUNDERSTANDING @TIMDUH@HAKIMZEMNI
- 91. 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! @TIMDUH@HAKIMZEMNI THE CHANGE
- 92. 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! THE CHANGE @TIMDUH@HAKIMZEMNI THE CHANGE
- 93. 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! @TIMDUH@HAKIMZEMNI THE CHANGE
- 94. 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! @TIMDUH@HAKIMZEMNI THE CHANGE
- 95. 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! THE CHANGE @TIMDUH@HAKIMZEMNI
- 96. BETTER IDEAS OVER TIME #outsidein “TheStudio 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 @TIMDUH@HAKIMZEMNI
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- 98. THANK YOU! Hakim ZEMNI,MD, InSites Consulting