This is the full slidedeck of our Memefication of Insights Eat 'n Learn Smartees, hosted in London on Tuesday 7 October 2015 by Tom Goderis (Managing Director, InSites Consulting UK) , Tom De Ruyck (Managing Partner InSites Consulting) and Anouk Willems (Head of Insight Activation Studios). The presentation elaborates on how to create a culture of innovation and what the characteristics are of future-proof organizations, illustrated by a Dorel case study.

1. Memefication of Insights
Eat ‘n Learn Smartees
London – 6 October, 2015
Wifi: Wallacespace
Password: youarewelcome

2. @tomgoderis
Thanks for being here!
Tom Goderis, Managing Director InSites Consulting UK
tom@insites-consulting.com
uk.linkedin.com/in/tomgoderis
+44 7502 224 722
I have a passion for food, beer, horses & music.
I am happily married to Liesbet, a proud dad of Martha
and Edith, a mediocre guitarplayer and a weekend chef.
I love my job because I’m fascinated by the hunt for
consumer insights.
Memefication of Insights

3. Hi, I am ….. and I work as…… @.......... .
I am here because …
I love my job because …
My colleagues think I am …
My friends say I am the best in …
When I was young I wanted to become a …
CONVERSATION STARTERS
@tomgoderis Memefication of Insights

4. Top 5 most
innovative
marketing
research
agency of the
world (GRIT 2015)
Our vision of
contemporary
marketing is
evangelized
through our
best-selling
books.
Global Community Moderator Network
across +50 countries
Proud to work for +30% of the world’s global
brands
We have been
Cheered by the
Industry with
More than 25
International
awards
New York
London
Sydney
Rotterdam
Ghent
Timisoara
@tomgoderis Memefication of Insights

5. #InSites
@tomgoderis Memefication of Insights

6. @tomgoderis Memefication of Insights

7. For internal use only
@tomgoderis Memefication of Insights

8. Welcome
The Insight Activation Studio:
Wrap up and Q&A
Turning consumer insights into company-wide memes
Networking & drinks
@tomgoderis Memefication of Insights
for Dorel Juvenile
Building a consumer-driven business together

9. @tomgoderis Memefication of Insights

10. “We should aim for
transformational action not
insight - insight is the
hidden, underlining driver”
Stan Sthannunathan, Global Head of CMI Unilever
@tomgoderis Memefication of Insights

11. @tomgoderis Memefication of Insights

12. @tomgoderis Memefication of Insights

13. @tomgoderis Memefication of Insights

14. @tomgoderis Memefication of Insights

15. Ai Weiwei’s
Tree Sculptures
Burlington House
Piccadilly, London
@tomgoderis Memefication of Insights

16. Collaboration
Connection
Transformation
Innovation
@tomgoderis Memefication of Insights

17. Welcome
The Insight Activation Studio:
Wrap up and Q&A
Turning consumer insights into company-wide memes
Networking & drinks
@tomgoderis Memefication of Insights
for Dorel Juvenile
Building a consumer-driven business together

22. BOOK

52. 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

53. UPDATES
WORKSHOPS & WALLS
REACH
TIME
IMMEDIATE ACTION

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

69. Welcome
The Insight Activation Studio:
Wrap up and Q&A
Turning consumer insights into company-wide memes
Networking & drinks
@tomgoderis Memefication of Insights
for Dorel Juvenile
Building a consumer-driven business together

70. THE DOREL STUDIO
Anouk Willems, InSites Consulting
Marieke Koningen, Dorel Juvenile Europe

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

73. TOWARDS CONSUMER
ON A MISSION
CENTRICITY

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

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

76. 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

77. MARKETING INSIGHTS
INTERNALIZE
#experience

78. THE ORGANISATION
FROM TEAMS TO
#reach

79. TO HABIT CREATION
FROM HABITS
#structural

80. THE DOREL STUDIO
INTRODUCING

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

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

83. 1/
STRATEGIZE
WHAT’S YOUR PURPOSE?

85. 1/
STRATEGIZE
IDENTIFY YOUR
BUSINESS GOALS

86. CRAFT YOUR
ACTIVATION PLAN
1/
STRATEGIZE

87. 7
9
8
88
51
2/ INSTALL FIRST
#66days
#CARSEATCODE
2/
INSTALL
ROUTINES
ROUTINES

88. 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

90. 3/ MEASURE, LEARN & BUILD
3/
INCREASE
REACH
NEW CAMPAIGNS

91. 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

92. HABIT FORMING
TAKES TIME
from VISITS to CONTRIBUTIONS

93. 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
Effort
s

94. THE impact
FOR DOREL

95. 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

96. 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

97. 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

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

99. THANK YOU!
Anouk Willems, InSites Consulting
Marieke Koningen, Dorel Juvenile Europe

100. Welcome
The Insight Activation Studio:
Wrap up and Q&A
Turning consumer insights into company-wide memes
Networking & drinks
@tomgoderis Memefication of Insights
for Dorel Juvenile
Building a consumer-driven business together

101. Welcome
The Insight Activation Studio:
Wrap up and Q&A
Turning consumer insights into company-wide memes
Networking & drinks
@tomgoderis Memefication of Insights
for Dorel Juvenile
Building a consumer-driven business together

102. Thank you!!