Dannon disrupted traditional shopper research by engaging shoppers in an online community to gain insights. They captured shoppers' journeys over 4 weeks through mobile ethnography. This generated vast data. To increase impact, Dannon presented findings interactively and had executives explore observations. However, Dannon felt potential was unused. So they developed an "Insight Activation Studio" mobile platform to spread insights throughout the company. Employees share observations and ideas on "Inspiration Walls" to further develop insights into "memes" that trigger meaningful actions.
Why every company needs a Chief Consumer OfficerNatalie Mas
Have you ever heard of the Chief Consumer Officer, the new board member every company should get in the near future? In the new paper of our Head of Consumer Consulting Boards Tom De Ruyck, you'll discover five steps to become a consumer-centric thinking company, where the Chief Consumer Officer plays a central role.
Did you ever wonder how you can detect powerful consumer insights and set them apart from the ones that won’t be game changers? What is a good insight and how can it be a springboard for future marketing actions? The path we follow to uncover these deep and potent insights here at InSites Consulting is elaborated here. In this paper, the focus lies on insight validation, the often skipped but necessary step in the consumer insight process and how insight validation can help unlock the insights with the greatest innovation, activation or branding potential.
This is the full slidedeck of our Best of Galvanize Smartees Webinar, with some inspiring presentations of our latest InSites Conference. This Webinar was hosted on Tuesday 25 October 2016 by Katia Pallini (Content Impact Manager at InSites Consulting)
Why every company needs a Chief Consumer OfficerNatalie Mas
Have you ever heard of the Chief Consumer Officer, the new board member every company should get in the near future? In the new paper of our Head of Consumer Consulting Boards Tom De Ruyck, you'll discover five steps to become a consumer-centric thinking company, where the Chief Consumer Officer plays a central role.
Did you ever wonder how you can detect powerful consumer insights and set them apart from the ones that won’t be game changers? What is a good insight and how can it be a springboard for future marketing actions? The path we follow to uncover these deep and potent insights here at InSites Consulting is elaborated here. In this paper, the focus lies on insight validation, the often skipped but necessary step in the consumer insight process and how insight validation can help unlock the insights with the greatest innovation, activation or branding potential.
This is the full slidedeck of our Best of Galvanize Smartees Webinar, with some inspiring presentations of our latest InSites Conference. This Webinar was hosted on Tuesday 25 October 2016 by Katia Pallini (Content Impact Manager at InSites Consulting)
Rules of engagement in Health - What can we learn from conversations taking…InSites Consulting
Rules of engagement in Life Sciences & Health by InSites Consulting. What can we learn from conversations taking place on Facebook, YouTube & Twitter? Engaging consumers is key, brands try to win the hearts of consumers through social media. What can we learn from those experiences across brands?
A guide to empathy mapping (CharityComms Digital Conference 2019 Workshop)Fresh Egg UK
A guide to empathy mapping delivered by Fresh Egg strategy director David Somerville at the CharityComms Digital Conference in November 2019. This guide explains: what an empathy map is; why you should use one; when you should use one and what they look like. Find out more about empathy mapping within a CX environment at freshegg.co.uk
Developing digital content to drive user journeysFresh Egg UK
This presentation shows how you can create a content strategy by using a customer experience process, rather than a traditional 'data first' approach. The examples used here is for charities (driving supporter engagement), however the approach is relevant to all businesses and sectors. To find out more about the NHS Good Thinking project mentioned here, visit the Resources section on www.freshegg.co.uk
Future Proof Design and the Platform Design CanvasSimone Cicero
This presentation was given as an introduction of a workshop on the platform design canvas during the Barcelona Design Thinking Week at the Elisava Design and Engineering School.
The objective of the canvas is to help people design Platforms and Ecosystems not only one shot, one feature, linear products.
The canvas itself is derived by the Business Model Canvas of which it tries to overcome the limitations when applied in Platform Design.
The Platform Design Canvas is currently in Live Edit here http://goo.gl/wz615
Context post: http://meedabyte.com/2013/06/26/the-platform-design-canvas-a-tool-for-business-design/
Future of Design in Start-Ups Survey 2017 Albert Lee
We launched the Future of Design in Start-Ups survey last year to set a baseline for how design operates in the tech ecosystem and also to begin to track what value is created by design in fast growing companies.
This year, we asked some of the same questions from 2016 to create a trailing data set. We also wanted to dig into the nitty gritty of design teams (structures, salaries, etc.) and squint at where design might be going within start-ups in the future (new skills, new mediums, etc.).
We heard responses from over 350+ companies and this is a summary of what was shared. A sincere thank you to all those that responded!
Changing economy comes with new roads to success. Emerging business eco-systems bring co-creation and open innovation up as key competence and strategic means for competitiveness. How do you recognize multiple roadblocks to harvest benefits and orchestrate collaborative efforts to successfully master the bridge of open innovation?
[Whitepaper] Nudge Theory: An Effective Way to Transform Negative BehaviorsFlevy.com Best Practices
More Information:
https://flevy.com/browse/flevypro/nudge-theory-key-challenges-3895
Changing the behaviors of people is the foremost issue with every transformation initiative.
Nudge theory is a novel Change Management model that underscores the importance of understanding the way people think, act, and decide. The model assists in encouraging human imagination and decision making, and transforming negative behaviors and influences on people. The approach helps understand and change human behavior, by analyzing, improving, designing, and offering free choices for people, so that their decisions are more likely to produce helpful outcomes for the others and society in general.
Nudge theory helps reform existing (often extremely unhealthy) choices and influences on people. The theory is quite effective in curtailing resistance and conflict resulting from using autocratic ways to change human behavior. The model promotes indirect encouragement and enablement — by designing choices which encourage positive helpful decisions — and avoids direct enforcement. For instance, playing a ‘room-tidying’ game with a child rather than instructing her/him to tidy the room; improving the availability and visibility of litter bins rather than erecting signs with a warning of fines.
Organizations are increasingly using behavioral economics to optimize their employee and client behavior and well-being. Nudge units or behavioral science teams are being set up in the public and corporate sectors to influence people to address pressing issues. For instance, to increase customer retention by changing the language of support center staff to motivate customers to consider long-term benefits of a product; or to make employees to follow safety procedures by placing posters of watching eyes to remind them of the criticality of the measure.
An effective Nudge initiative necessitates much more than deploying a few experts in heuristics and statistics. The senior leadership should lay out a conducive environment for successful behavioral transformation. This entails assisting the Nudge unit to focus, place it appropriately, create awareness, train and de-bias people, implement effective rewards, and follow high ethical standards.
The leadership needs to think about and prepare to tackle 6 key challenges Nudge units face when implementing effective behavioral transformation initiatives:
What should be the focus of the Nudge unit?
Should the Nudge unit be placed at the headquarters or at the business unit level?
Which resources be made part of the Nudge unit?
What are the critical success factors to consider for the unit?
How to communicate the results and early wins?
What should be done to tackle skepticism and resistance to change?
Got a question about this presentation? Email us at support@flevy.com.
By Michael Tedeschi, Interactive Mechanics
User Experience (UX) is how your visitors feel about a product or service, whether you’re designing a website, an exhibit, or a toaster. How do you know if your target audience is having a good or bad experience? Learn to put yourself in your users’ shoes in order to better understand their motivations, so that you can create a welcoming experience and make something that is useful, easy to use, and enjoyable for them.
We’ll cover the fundamentals of user experience, why it matters, and we’ll detail a typical UX journey and common methodologies that are useful for museum professionals, emphasizing ways to engage new and existing communities along the way. We’ll practice research techniques, including interviews and contextual inquiries (observing the way your visitors already interact with your exhibits), that allow you to learn about your visitors’ objectives, rather than designing from assumptions. We’ll develop personas to clarify which new audiences you want to connect with, and what works best for them, asking questions like, Why aren’t they users already? What barriers does your museum present? What needs could you be meeting?
Rules of engagement in Health - What can we learn from conversations taking…InSites Consulting
Rules of engagement in Life Sciences & Health by InSites Consulting. What can we learn from conversations taking place on Facebook, YouTube & Twitter? Engaging consumers is key, brands try to win the hearts of consumers through social media. What can we learn from those experiences across brands?
A guide to empathy mapping (CharityComms Digital Conference 2019 Workshop)Fresh Egg UK
A guide to empathy mapping delivered by Fresh Egg strategy director David Somerville at the CharityComms Digital Conference in November 2019. This guide explains: what an empathy map is; why you should use one; when you should use one and what they look like. Find out more about empathy mapping within a CX environment at freshegg.co.uk
Developing digital content to drive user journeysFresh Egg UK
This presentation shows how you can create a content strategy by using a customer experience process, rather than a traditional 'data first' approach. The examples used here is for charities (driving supporter engagement), however the approach is relevant to all businesses and sectors. To find out more about the NHS Good Thinking project mentioned here, visit the Resources section on www.freshegg.co.uk
Future Proof Design and the Platform Design CanvasSimone Cicero
This presentation was given as an introduction of a workshop on the platform design canvas during the Barcelona Design Thinking Week at the Elisava Design and Engineering School.
The objective of the canvas is to help people design Platforms and Ecosystems not only one shot, one feature, linear products.
The canvas itself is derived by the Business Model Canvas of which it tries to overcome the limitations when applied in Platform Design.
The Platform Design Canvas is currently in Live Edit here http://goo.gl/wz615
Context post: http://meedabyte.com/2013/06/26/the-platform-design-canvas-a-tool-for-business-design/
Future of Design in Start-Ups Survey 2017 Albert Lee
We launched the Future of Design in Start-Ups survey last year to set a baseline for how design operates in the tech ecosystem and also to begin to track what value is created by design in fast growing companies.
This year, we asked some of the same questions from 2016 to create a trailing data set. We also wanted to dig into the nitty gritty of design teams (structures, salaries, etc.) and squint at where design might be going within start-ups in the future (new skills, new mediums, etc.).
We heard responses from over 350+ companies and this is a summary of what was shared. A sincere thank you to all those that responded!
Changing economy comes with new roads to success. Emerging business eco-systems bring co-creation and open innovation up as key competence and strategic means for competitiveness. How do you recognize multiple roadblocks to harvest benefits and orchestrate collaborative efforts to successfully master the bridge of open innovation?
[Whitepaper] Nudge Theory: An Effective Way to Transform Negative BehaviorsFlevy.com Best Practices
More Information:
https://flevy.com/browse/flevypro/nudge-theory-key-challenges-3895
Changing the behaviors of people is the foremost issue with every transformation initiative.
Nudge theory is a novel Change Management model that underscores the importance of understanding the way people think, act, and decide. The model assists in encouraging human imagination and decision making, and transforming negative behaviors and influences on people. The approach helps understand and change human behavior, by analyzing, improving, designing, and offering free choices for people, so that their decisions are more likely to produce helpful outcomes for the others and society in general.
Nudge theory helps reform existing (often extremely unhealthy) choices and influences on people. The theory is quite effective in curtailing resistance and conflict resulting from using autocratic ways to change human behavior. The model promotes indirect encouragement and enablement — by designing choices which encourage positive helpful decisions — and avoids direct enforcement. For instance, playing a ‘room-tidying’ game with a child rather than instructing her/him to tidy the room; improving the availability and visibility of litter bins rather than erecting signs with a warning of fines.
Organizations are increasingly using behavioral economics to optimize their employee and client behavior and well-being. Nudge units or behavioral science teams are being set up in the public and corporate sectors to influence people to address pressing issues. For instance, to increase customer retention by changing the language of support center staff to motivate customers to consider long-term benefits of a product; or to make employees to follow safety procedures by placing posters of watching eyes to remind them of the criticality of the measure.
An effective Nudge initiative necessitates much more than deploying a few experts in heuristics and statistics. The senior leadership should lay out a conducive environment for successful behavioral transformation. This entails assisting the Nudge unit to focus, place it appropriately, create awareness, train and de-bias people, implement effective rewards, and follow high ethical standards.
The leadership needs to think about and prepare to tackle 6 key challenges Nudge units face when implementing effective behavioral transformation initiatives:
What should be the focus of the Nudge unit?
Should the Nudge unit be placed at the headquarters or at the business unit level?
Which resources be made part of the Nudge unit?
What are the critical success factors to consider for the unit?
How to communicate the results and early wins?
What should be done to tackle skepticism and resistance to change?
Got a question about this presentation? Email us at support@flevy.com.
By Michael Tedeschi, Interactive Mechanics
User Experience (UX) is how your visitors feel about a product or service, whether you’re designing a website, an exhibit, or a toaster. How do you know if your target audience is having a good or bad experience? Learn to put yourself in your users’ shoes in order to better understand their motivations, so that you can create a welcoming experience and make something that is useful, easy to use, and enjoyable for them.
We’ll cover the fundamentals of user experience, why it matters, and we’ll detail a typical UX journey and common methodologies that are useful for museum professionals, emphasizing ways to engage new and existing communities along the way. We’ll practice research techniques, including interviews and contextual inquiries (observing the way your visitors already interact with your exhibits), that allow you to learn about your visitors’ objectives, rather than designing from assumptions. We’ll develop personas to clarify which new audiences you want to connect with, and what works best for them, asking questions like, Why aren’t they users already? What barriers does your museum present? What needs could you be meeting?
The Insight Activation Studio - Building a better business togetherTom De Ruyck
Businesses are being confronted with a Transformation Tsunami. They need to be able to adapt constantly in order to survive rapid change. But is it enough to adapt to the next megatrend, to adopt the next-big-technology-thing and to slightly tweak your business model?
Probably not… In order to be future-proof, we need to design organizations that are ready for change.
In his new keynote talk, Tom De Ruyck will elaborate on how to create a culture of innovation and what the characteristics are of future-proof organizations.
Learn from companies like Danone and Dorel how to innovate with the creative power and speed of a start-up in an environment that fosters intrapreneurship, constantly activates insights from the consumers’ world and facilitates idea sharing and action taking. This through an online and networked workspace, also called an Insight Activation Studio.
Explains the evolution of Social Media, Conceptual viewpoint of digital Activities and healthcare Gamification. For more information visit: http://www.transformhealth-it.org/
Assignment Consumerism Affecting Innovation DUE 26As we contin.docxwilliejgrant41084
Assignment: Consumerism Affecting Innovation DUE 2/6
As we continue to explore the impact of emerging technologies on business and society, your second assignment is to prepare a discussion on how the new consumerism is affecting innovation in business. We discussed new consumerism last week (see lecture below pg 2-8). The assignment is as follows:
- Explain consumerism (in your own words!)
- Identify a specific aspect of new consumerism and provide detailed examples of how this new consumerism resulted in innovative responses by an organization of your choosing.
- Provide 3 or 4 bullets on ways that companies can 'listen' (and interact with) their customers in order to not miss innovative opportunities. Think like a consultant: if you had to provide 3 or 4 suggestions for an organization to do, what would you suggest?
_____________________________________________
All original writing please and provide your sources.
A business-like presentation / proper spelling, grammar is important.
“New Consumerism”
Overview
With the onslaught of disruptive technology, consumer behavior and ultimately decision-making is changing like never before. The new age consumers are taking control of their journey, discovering relevant product and service information and making decisions their way in real time. With Internet and social media as their weapon, consumers are making sure that businesses have no other way out, than to compete with each other in real time. The behavior of the interconnected consumers is not only changing, it is opening and closing traditional touch points, places, and ways to engage customers in real time and at the right time. Although we are talking about connected customers here, let’s also learn about the three categories that various consumers fall into –
Generation C is building an efficient human network where information and experiences serve as the ties that bind relationships. Therefore, it seems only fitting that firms apply a human touch in their marketing efforts. It is important that firms follow these four steps to connect with the customers:
1 Listen
2 Learn
3 Engage
4 Adapt
How do we manage the emerging trends being driven by these consumers?
Understanding the customers is the only way to develop effective and meaningful marketing, sales, and service strategies. This is the only way a company is able to develop or inspire a vision to provide their customers the satisfaction and experience they desire. Without this, the experience is left to the customer to determine and share.
This creates chaos and confusion in the market. Since connected consumers are the most influenced by those they know, the brand value of a product or service spirals down faster than one thinks.
This means organizations need to be on top of their products, brand - and customers.
The Dynamic Customer Journey
The Dynamic Customer Journey (DCJ) is about businesses building on existing experiences to retain customers. During the journey,.
Utilization of “Word of Mouth” based on Unique Selling Point on Beauty Produc...AJHSSR Journal
ABSTRACT: The use of social media in this era is not just in the realm of long-distance communication or
virtual interaction, but also in the area of business people. With the rise of social media, a new career area has
emerged, known as Key Opinion Leader (KOL) or Social Media Influencer, in which individuals with a large
number of followers may have a significant impact on a company's promotional efforts. The way they promote
thebusiness is usually called as a Word of Mouth Marketing. This study aims to identify the characteristics that
promote good customer loyalty based on trust enhancement, which might be impacted by the use of KOLs and
Social Media Influencers especially in beauty industry. PT. Ardiya Dinara Indotrade, which has operated for
more than 5(years) will be the object of this research since this company has zero marketing cost in utilization of
KOL and Social Media Influencer. Based on these findings, researchers also will find out what can be developed
in the future of company sustainability to reach a higher growth. In addition, the study also be a consideration
for other business owner to follow and apply the result in their own business.
Keywords – Social Media, Unique Selling Point, Key Opinion Leaders, Beauty Industry, Word Of Mouth
How to reach a customer in the right wayTable of Contents .docxpooleavelina
How to reach a customer in the right way
Table of Contents
Which is the right channel to reach a customer?
Single-channel, multi- channels and omni- channels
The example of retail banking
Guiding the customers
The right incentives, and the “carrot” & “stick” theory
Creating a buzz
Which is the right content?
Content marketing and types of content marketing
Indented Study Contribution
When is the right time?
Ethical Consideration
Methodology and the example of Laura’s survey
How to reach a customer in the right way
Encourage people to join your email list
Start a blog or a website
Host a photo contest
Encourage reviews
Ask for referrals
Write a survey, questionnaires, poll etc..
Which is the right channel to reach a customer?
For a long time buying goods has taken place via the two main channels: the website of the retailer and/or the traditional retail sales point. It all used to be so simple as separate channel managers, separate channel-targeted segments, channel-aligned products, customers asked to deal with specific channels etc.
Nevertheless things have changed to date. New interactive features are provided on Websites to reach consumers, for example the possibility to try the product virtually and to achieve customised recommendations while mobile channels form the new mainstream of universal shopping, always and anywhere, via the mobile device. There is a rapid increase in the number of channels that enable users to freely access and compare, choose and buy products. Past studies indicate that customers participate more transactions in the new multichannel scenario as opposed to single-channel buyers (Dholakia et al., 2005, Seck and Philippe, 2013).
Omni-distribution channel is defined as using everything manufacturer/retailer have to gain, provide seamless, integrated and unified experience to retain customers.
Omni-distribution channel is about developing customer relations, but it has various challenges. Studies by Ogden-Barnes & Lowther (2012) on Australian retailing decision-making show that customers are lost due to inconsistent communication across various distribution channels during the first engagement phase of Omni-channel. The Kana Company research on Omni channel in 2013 sums up few Omni-channel drawbacks: the retailers face a fuzz in understanding the definition, mission and location of Omni channel in their organisation.
The omni-distribution channel is still in its infant stages, and its evangelization needs to be accelerated as it has enormous benefits that do not stand up to its dares.
The example of retail banking
Retail banking provides financial services for individuals and family
The three most important functions are:
Credit
Deposit
Money management
First of all retail banks offer consumers credit to buy homes, cars, and furniture.
Include mortgages, auto loans, and credit cards.
Yet multichannel marketing is more complicated than it might seem. Industries often multiply their channels ...
Original article from the Flevy business blog can be found here:
http://flevy.com/blog/an-in-depth-qa-on-social-media/
Social media–it’s a hot topic. Much has been written about how important social media is, how to measure it, the pitfalls of doing it, and how it will transform marketing as we know it.
What has been missing from these social media discussions is how companies can leverage social media to better understand consumers and use this insight to improve innovation, commercialisation, and performance. Never before have marketers been able to eavesdrop on what consumers actually say to their friends; however, with Twitter, Facebook, etc., it is now possible to glean information from authentic, real-time conversations that consumers have with one another.
To better understand how Marketers can leverage social media to drive insight and develop more effective marketing programs, I talked to three senior marketing experts:
I also talked to two research and consulting experts who are regularly using non-traditional methods to generate customer insight:
Question: Why is social media a good place to mine for customer insight?
Consumers are discussing brands, companies, and experiences on social media, according to Serendio’s Condamoor. “While some consumers will still pick up a phone to call a help line, the vast majority are now turning to blogs, Facebook, Twitter, etc., to provide real-time experience feedback,” he said.
Optimal Strategix Group’s Sukumar added that consumers engaging in social media often do so in a more detailed and authentic manner. “As a result, the source of information is often faster and more accurate than traditional methods of generating consumer insight,” he said.
Question: How does social media differ from traditional methods as a consumer insight tool?
Effect of Advertisement on Millennials Perception & BehaviourIJAEMSJORNAL
The study helps determine factors like price, quantity, quality, packaging, content, correct ingredients, religious aspect, and genetic factors that influence people to buy the product/service. Collected data from students, working professionals, business class, and homemakers. Changing advertising appeals attract more millennials as well as influence millennials preference. The study aims to study the level of satisfaction among millennials with advertisements like awareness of product availability, knowledge of brand loyalty, easy to compare with a competitive advantage, etc. This study also helps to recognize the effect of advertisements on millennials buying behaviour. In the competitive market, any product can't survive without advertisements. Millennials buy goods when they feel it's necessary. Companies should give advertisements to brand recall in the minds of customers. This study focused on the effect of advertisements on millennials buying behaviour and perception while changing the advertising appeals during the time of Covid.
Module 16 Brand Building for the Senior's Market.pptxcaniceconsulting
Innovative marketing is a set of innovative processes and activities that market and communicate new products and services to a targeted group of consumers.
Innovation in marketing is an activity that involves new ideas that have a positive impact on a new product and service.
Marketing is a process that involves marketers communicating product and service information to consumers.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
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The Old Oak - Press Kit - Cannes Film Festival 2023
Turning Shopper Insights into company-wide Memes
1. Dannon disrupts shopper research by
engaging with a tribe of shoppers
Turning
shopper
insights into
company-wide
memes
ESOMAR Congress 2015
Best Paper Award
3. www.insites-consulting.comwww.insites-consulting.com
Danone is the parent company of The
Dannon Company, Stonyfield Yogurt and
Happy Family. The company has taken strategic
steps to achieve a global presence and to focus on four
areas of business with high potential built on health and
vitality: dairy products, bottled water, baby nutrition and
medical nutrition. As one of the projects within the
“Danone 2020” initiative, the North-America based dairy
brands have united their forces to change the face of
Market Research (MR) within their
organization. "Danone 2020" is a business
transformation program designed for a sustainable,
collaborative and community-engaging future. After
completing an immersive Consumer Consulting
Board on shopper insights, the consumer insight
team at Dannon felt the study did not realize its full
potential in terms of impact, reach and longevity. Not
because the study was not well conducted or generated
too little information, but because it generated
information and possibility beyond what was anticipated.
This “first world problem” centered on a
series of “missed opportunities”: many
observations were relevant for a larger audience than
just the shopper teams at Dannon and the insights
would benefit from further elaboration and cocreation
by Dannon executives. Dannon is not the only
company that realizes that market
research findings need, should or can
have a more widespread impact. More than
ever, demonstrating impact of research is the name of
the game in our industry. A recent InSites Consulting
Market Research Impact study (2014) states that only
45% of insight professionals & marketers believe
research succeeds in changing the attitudes and
decisions of marketers. While it is the number 1
characteristic of ideal research, we are far off
achieving it (Schillewaert et al, 2014). Impact does
not follow spending, though, so it is not about
doing more or increasing budgets. Impact is realized
by allocating the investment to the rightful activities
(BCG study, 2009) or doing things differently.
5. www.insites-consulting.com
To reframe its understanding of the Health &
Wellness space, Danone initiated the
“Healthy Minded People” community
(figure 1). The initial objectives were to:
Understand the shopping behavior
and context of consumers who aspire
Feed the development of retail concepts,
Innovations and creative brand activation programs
to enchance the shopping experience
Inspire shopper teams and retail partners with
consumer insights
a lifestyle of Health & Wellness
1.
2.
3.
Figure 1. The Healthy Minded People Community screenshot
6. www.insites-consulting.com
Uncovering shopper insights (pre,
during and post the in-store
experience) was a crucial objective
for Dannon. Typical shopper research
methodologies like shop-alongs, eye tracking
and virtual store simulations take a narrow view
of the experience of the shopper; one person,
one shelve, one moment in time. A
Consumer Consulting Board or
online community including mobile
ethnography, shopper safaris and
ideation was considered as an ideal method
by Dannon to bring consumers and insights to
live. To capture the holistic shopper journey,
follow consumers during different shopping
trips and tap into the consulting power of
shoppers, Dannon activated 96
shoppers across seven retailers in
the US for four weeks (figure 2).
By following the shopper journey (from shopping list
and in-store experience until groceries are stocked)
and by activating shoppers (e.g. capturing a trip to
the farmers’ market), a unique picture was
established about the needs of the target
group.
Figure 2. Sample of shoppers
7. www.insites-consulting.com
Our insight generation approach was built in three consecutive phases. Target consumers engage in an
asynchronous individual observation phase combined with a peer-to-peer discussion
around the consumer journey.
Figure 3. Insight Activation Phases
8. www.insites-consulting.com
We immersed on an individual level by
connecting with consumers
via an individual blog. This
online ethnography approach has the
advantage it diminishes the Hawthorne
effect and allows more time to
capture processes from a
natural consumer perspective
– e.g. mobile technology allowed to
capture observations on the go and
avoid having to rely on recall and
consumer memory. An example of an
observation task; consumers are
asked to share pictures of
their shopping journey in
different phases; making the list,
entering the store, filling the basket,
checking out and transportation. Next,
they divide their purchases in a
healthy and unhealthy pile to
understand what drives their
perception of healthiness.
Observation Crowd
interpretation
Discussion
Not only professional market
researchers interpret the
data, we also engage a
group of consumers in
the analysis of the
observations. This in
order to obtain richer, more
accurate interpretation of
data that leads to insights.
Our research has shown that
crowd interpretation
leads to 20% to 40%
additional, unique
insights.
Duration: four days.
Participants go from
an individual blog
phase to an interactive
peer-to-peer discussion
environment in the last
phase. This discussion
phase is intended for probing
or “autodriving”. Interviewing
and discussion questions are
experiential, task based and
gamified. Observations
reveal the implicit,
unconscious needs and
wants and combined
with the right probing, a full
picture of the Health &
Wellness consumers’ needs
could be sketched.
9. www.insites-consulting.com
This process generated a wealth and mass of data and
a classic 150+ page Powerpoint report. To bring across
the key messages as well as generate a lasting impact
among the original team, we applied a number of
collaborative presentation and workshop
techniques. These techniques all have in common
that Dannon executives had to internalize the data by
interacting, experiencing and actually working it (figures
4 and 5):
Figure 4. Snapshots of techniques to internalize the data
TED-style presentation chunks
were co-presented by the client team
Observation museum stations in
which executives had to
“walk through” the findings
Consumer stories dashboard. All visual
observations were rigorously tagged and
1.
2.
3.
included a Consumer Story Dashboard. This
asset made the massive amount of pictures
(almost 1,500) easily accessible by filtering on
e.g. retailer, moment in the journey or insight
4. Competitive ideation and co-creation
among small teams of executives
11. www.insites-consulting.com
This approach of capturing immersive data and
generating solid insights was different from
traditional shopper research in
three ways.
A holistic outlook on the lives and
challenges of the Health & Wellness
consumer was generated instead of the
singular perspective provided by traditional
methods.
Instead of studying consumers as passive
participants in the process, they were truly in the
lead. Through activation/deprivation
tasks and a longitudinal commitment,
we generated a more layered view on
their needs.
understanding consumer behavior in the
Health & Wellness space. The Consumer
Story Dashboard and workshop exercises allowed
them to easily explore more observations than can
ever be included in a traditional research report.
1.
2.
3.
After this comprehensive project delivery and
3,465 conversations, 1,399 pictures and
consumer stories, 14 insight platforms
and 78 co-created product and
communication ideas, there was a feeling of
“unused potential” if the insight process would stop
here. Not only should all these findings be diffused
to other employees from different departments and
locations, but the ideas needed further
collaboration to further enrich them.
As outlined at the start of this paper, our next
challenge was all about generating impact
with our market research – this time
research that had already been completed, but
needed a more widespread audience and more in-
depth work.
The Danone team wasn’t just ‘informed’ of the
outcome, they are also active
participants in the process of
13. www.insites-consulting.com
For people to take action on a consumer insight,
they first need to learn what the insight is about.
Many times in MR (as as the case here as well), only
a limited group of people is involved in the
knowledge exchange by e.g. participating in the
debrief workshop or managing the research study
themselves. This limited group is then able to shape
an insight platform by adding own thoughts,
observations and/or ideas. If we involve a
wider group of employees, organizations
as a whole will better understand the
consumer and will be able to make
consumer relevant decisions. Furthermore,
the theory of open innovation teaches us that ‘the
one golden idea’ can come from anywhere in the
organization, not only marketing or innovation
(Whelan, 2011). To increase the impact and
maximize the chance of a golden idea to realize, all
employees across the organization
should learn what the key consumer
frictions are in order to share related observations
and ideas and build on them. For example, by
experiencing how consumers are consuming yogurt,
employees see what can be improved.
When such an insight is replicated by
employees and augmented with their
own observations and ideas, shared with
various people across the organization
and triggers action, the insight becomes
a ‘meme’ (Dawkins, 1989). From our “Health &
Wellness” community we had several findings we
felt could/should result in such memes. For
example, the #yolittleones meme. 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. We uncovered insights that
provide opportunities for yogurt to become a favorite
to kids and be liked as a healthy option to parents.
To turn an insight into a meme, insight professionals
need to move away from the traditional research
model and establish a change at three
levels to achieve the ‘Memefication of
#MRX’:
14. 1 From reporting to internalizing #experience
While 92% of insight professionals believes their
research generates insight worth sharing with
colleagues, only 65% extensively shares them
with their organization. Furthermore, only one in
five researchers organizes interactive
workshops to discuss results (Schillewaert et al,
2014). All too often, MR takes a passive
and individualistic approach and
executives are supposed to identify their own
actions when undergoing research reports.
However, to trigger meaningful actions of
executives, insight professionals need to
bring insights to life through
interaction with the data – they need to
work the data. Therefore, we have identified four
building blocks that are needed for marketing
insights within organizations: harvesting,
seeding, activating and collaborating (see figure
5). Through ‘harvesting’, we assemble and mold
insights from internal stakeholders which are
already collected.
Secondly, ‘seeding’ enables insights managers to
spread insights via key ambassadors in a
relevant way through the organization. ‘Activating’
triggers stakeholders to not only discover but also
interact with and work on insights. Finally,
‘collaborating’ connects stakeholders to work together
and turn insights into actions and new
future projects.
Figure 6. Four building blocks of marketing insights within the organization
15. 2 From teams to the organization-wide
#reach
In traditional MR, consumer stories and insights
are often discovered and owned by the MR
department. However, in order to trigger
meaningful action all the time, the insight
needs to be co-owned by all
employees (figure 6). First of all, we want
extend the MR reach from executives to
management to enable higher management to
take long-term decisions with a consumer
context in mind. Secondly, we involve the front-
line employees, who are in almost daily contact
with consumers, to shape their consumer feeling
and ultimately improve their performance.
Finally, involving all other employees that have a
rather indirect relationship with the consumer
creates a better understanding of the consumer
context of the business,
making them more motivated as an employee in
general. The extension of MR reach calls for a
layered approach, involving the whole
organization with consumer insights.
Figure 7. Extend the internal reach of MR
16. 3 From projects to habit creation
#structural
For most employees, working with consumer insights is
not a routine. If you wish to trigger meaningful actions
and enable employees to turn an insight into a meme, it
is of great importance that consumer
inspirations become part of executives’
daily jobs. We miss opportunities by thinking on a
project basis.
If we can shift consumer inspiration to
become a routine, we will be more
successful in triggering meaningful actions
and increase the business impact of
consumer insights.
18. www.insites-consulting.com
We strongly believe that consumer insights have not
reached their full potential in terms of ROI. Based on
interviews with clients, the MR Impact Study and our
experience in collaborating with global brands over the
years, we’ve identified a recipe for success
to create a positive business impact with
consumer insights. To enable the insight
professional of tomorrow to do this in an efficient yet
effective way, we developed a mobile
collaboration platform, called the ‘Insight
Activation Studio’.
This is a scalable solution for insight managers so
they can establish the ‘memefication’ of research
in their organizations and create engaging
experiences, across the organization in a
structural way. How does it work?
The Studio connects and empowers
internal stakeholders to share
inspiring observations and take action
together. This digital application (figure 8)
(based on a responsive web design) consists of
several ‘Inspiration Walls’: projects or insight
platforms that uncover a consumer friction,
emotion or unmet need. Each wall is populated
with tiles or findings from the community, all
believed to contribute to the meme. The Danone
team would decide what the most meaningful and
memorable observations to include as an
observation “tile” in the Danone Studio were.
Dannon employees are prompted to add their
own ‘Inspiration Tiles’ of these walls through
observations and ideas by posting photos, videos
and stories. They interact and shape the
Inspiration Tiles of their colleagues through
comments and likes (figure 9).
19. www.insites-consulting.com
The studio helps the insight professional to
combine the four building blocks
of marketing insights in an
efficient way (figure 6). By challenging
employees to share their inspirations, we
harvest their consumer knowledge. By
opening an Inspiration Wall, we
seed new consumer insights with
the relevant team(s). By activating
employees to share observations and
ideas on the go, we prompt them to interact
with insights. Finally, by sharing enabling
commenting and feedback, we enable
them to collaborate and work
together to shape outcomes.
Figure 9. Impressions of the Insight Activation Studio
20. www.insites-consulting.com
What does it bring? Just like any technology, the Insight Activation Studio brings automational,
informational and transformational value for the insight professional (Day 1994).
Automational – Faster sharing of insights.
Informational – Better and higher ROI of consumer insights.
Transformational – not possible before.
There is a reduction of manual efforts in spreading & seeding insights with more, relevant stakeholders,
leading to more and faster decision making at the same or lower level of costs.
The Studio enables internal stakeholders to spot, share and shape inspirations on the go. The
more inspirations are posted on an Inspiration Wall, and the more feedback an inspiration will receive, the
richer the insight will get. Furthermore, all these interactions also create a deeper understanding of the
insight. In turn, the company has access to richer, more relevant, authentic ideas which are closer
to the reality of the business world, encouraging employees to take action to make better decisions.
A consumer-activated culture. By connecting the whole organization with the consumer, the Studio influences
employees’ day-to-day behavior, helps to collect ideas from the whole organization and transforms the
organization towards an innovation and consumer-centric culture.
21. www.insites-consulting.com
In the first stage of the Danone Studio, six Inspiration Walls were set up featuring a total of 42 tiles, engaging the
company in a collaboration wave of four weeks.
#YOMOMENTS What makes yogurt the ideal healthy snack? Share your
snacking moments on this #YOMOMENTS inspiration wall and discover
the dimensions of a healthy snack.
#YOLITTLEONES
What can we do to make yogurt more attractive as a
snack for kids, from little to older ones? Share your experiences and
see the thoughts of our consumers.
#YODOODLE
Do you have an observation or an idea that doesn’t fit
any of the walls? Don’t just keep it on a post-it, share it here.
#YOKITCHEN
What is so great about using yogurt in smoothies, parfaits, desserts
or cooking? Share a few tips from your kitchen and find out about the
culinary experiments of our consumers.
#YONOVATION
Are you ready for some yogurt innovation? Share your
ideas with us and see how your ideas stack up against others.
#YOSHOP
Do you have ideas on how to make shopping for yogurt
more enjoyable? Share your own ideas or examples of creative
execution from places you really like.
23. www.insites-consulting.com
Danone launched this initiative on
an immense scale. All employees of
the Dannon HQ and the plants of
Dannon, Stonyfield Yogurt and
HappyFamily were invited to join.
The launch was supported by a
video explaining how this
new way of collaboration
would contribute to the
"Danone 2020" business
transformation program.
Postcards were sent out to the
plants as an additional touchpoint in
the launch.
Figure 10. Launch video
24. www.insites-consulting.com
On the next pages we describe the impact of the Studio being live for 4 weeks. We do so in a qualitative as well as a
quantitative way.
Intriguing
Participant feedback about the Studio was that it is fun and
intriguing at the same time
From a visual and design perspective users perceived it to be
very appealing and very different than what they were used to see
(if ever) in terms of market research output. Non-marketing
executives got to experience that research is not all “boring graphs”
and “long reports”.
The content on the Studio shed a different light on consumer
reality and is eye-opening and surprising for people to learn
about different applications of yoghurt.
"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 to
me to see people using yogurt in savory recipes as I thought
consumers only consumed yogurt as a sweet treat."
“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.”
25. www.insites-consulting.com
People centricity Participants outside of the marketing department became more people centric
through sharing their own personal stories. A great illustration of this is
Nancy’s idea and contribution to the #YOLITTLEONES wall with a picture of her
daughter.
26. www.insites-consulting.com
Out of the 250 executives based in the Dannon White Plains offices,
we reached 83 or 1 in 3 over the course of 4 weeks.
38% of these users where repeat users who clearly
showed a built-up in behavior. The heightened
engagement of repeat users is illustrated by the fact that
their visiting behavior is more intense: the time spent
is 43% higher, the number of pages viewed goes up by
54% (from 2.4 pages/visit to 3.7 pages/visit). In addition,
15% of the repeat users also used the Studio using their
mobile device (against only 1% of the first time users).
This is indicative for the fact that repeat users are trying to
embed the studio into their daily habits.
Reach and Engagement
Increase Consumer Empathy
Executives using the Studio do so because they
wish to bridge a closeness to consumer
gap. Our analysis shows that executives who
have a lower feeling with the consumer or low
consumer contact use the Studio much more
than their counterparts, respectively with a factor
1.3 and 3.3.
28. 1 Internalize
We need to extend the shelf life of
research by means of making it a
longitudinal and habitual
asset. Researchers should more
actively market their product
which is “research”.
Increase the Return On Insight
2 Measure
What does not get measured,
does not get managed therefore it
is important to show clear
increase in ROI.
3 Reverse
We should all reverse the delivery
process of market research from “1
long report for a small audience” to
“small snippets” of information “
for a large audience”.
29. Boston Consulting Group Study, 2009, The consumer’s voice – can your company hear it? Retrieved from
www on Feb. 10, 2015, http://www.bcg.com/documents/file35167.pdf
Dawkins, R., 1989, The Selfish Gene (2 ed.), Oxford University Press, p. 192, ISBN 0-19-286092-5,
Day, G., 1994, The capabilities of market driven organizations. Journal of Marketing, 58, 4 (October), pp.
37–52.
De Ruyck, T., Schillewaert, N., and Knoops, S., 2012, Engage, Inspire Act! ESOMAR Congress paper
Schillewaert, N., Pallini, K. 2014, What do clients think about MR impact. Retrieved from www on Feb. 10
2015, http://www.greenbookblog.org/2014/11/20/what-do-clients-think-about-mr-impact/
Whelan, E., Parise, S., Valk, de J. and Aalbers, R., 2011, Creating Employee Networks That Deliver Open
Innovation. Harvard Business Review Retrieved from www on Feb. 10 2015, https://hbr.org/product/creating-
employee-networks-that-deliver-openinnovation/ SMR399-PDF-ENG
Willems, A. and De Ruyck T., 2015, How To Market, Research? MIE conference presentation, Feb. 5th 2015.
References
30. www.insites-consulting.com
Thomas Troch,
Research Director
at InSites Consulting
Niels Schillewaert,
Managing Partner & Co-founder
at InSites Consulting
Tom De Ruyck,
Managing Partner at InSites
Consulting
+32 9 269 14 07
@tomderuyck
linkedin.com/in/tomderuyck
tom@insites-consulting.com
+1 646 386 9853
@niels_insites
linkedin.com/in/nielsschillewaert
niels@insites-consulting.com
+1 646 386 9855
@thomastroch
linkedin.com/in/thomastroch
thomas@insites-consulting.com
Anouk Willems
Head of Insight Activation
Studios at InSites Consulting
+31 10 742 10 35
@AnoukW1
linkedin.com/in/anoukwillems
anouk@insites-consulting.com
Olesya Govorun
Director, Strategy & Insights
at The Dannon Company
Holly Rozelle
Manager, Strategy & Insights
at The Dannon Company