Turning consumer insights into company-wide memes

1. How to market,
Research?
Presented by:
Tom De Ruyck
@tomderuyckTurning
consumer
insights
into
company-­‐wide
memes
Tom
de
Ruyck,,
Belgium,
22nd
September
2015
Turning
consumer
insights
into
company-­‐wide
memes

2. INNOVATIVE METHODS RULED
THE #MRX INDUSTRY
THE PAST 5 YEARS
@tomderuyckTurning
consumer
insights
into
company-­‐wide
memes
Tom
de
Ruyck,,
Belgium,
22nd
September
2015

3. WHO
CARES…?
@tomderuyck@tomderuyckTurning
consumer
insights
into
company-­‐wide
memes
Tom
de
Ruyck,,
Belgium,
22nd
September
2015

4. BECAUSE ALL WE WANT IS
@tomderuyck@tomderuyckTurning
consumer
insights
into
company-­‐wide
memes
Tom
de
Ruyck,,
Belgium,
22nd
September
2015

5. WE BRING INSIGHTS
TO LIFE
#1
@tomderuyck@tomderuyckTurning
consumer
insights
into
company-­‐wide
memes
Tom
de
Ruyck,,
Belgium,
22nd
September
2015

6. WORKS WITH
POWERPOINT REPORTS
LESS THAN
USES CREATIVE
REPORTING FORMATS
10%
86%
@tomderuyckTurning
consumer
insights
into
company-­‐wide
memes
Tom
de
Ruyck,,
Belgium,
22nd
September
2015

7. WE CONNECT &
EMPOWER
#2
@tomderuyckTurning
consumer
insights
into
company-­‐wide
memes
Tom
de
Ruyck,,
Belgium,
22nd
September
2015

8. 92% BELIEVES RESEARCH
SHARING WITH COLLEAGUES
GENERATES INSIGHT WORTH
YET 65% SHARES RESEARCH RESULTS
THE ORGANISATION
EXTENSIVELY WITHIN
@tomderuyckTurning
consumer
insights
into
company-­‐wide
memes
Tom
de
Ruyck,,
Belgium,
22nd
September
2015

9. WE REALLY MAKE A
DIFFERENCE
#3
@tomderuyckTurning
consumer
insights
into
company-­‐wide
memes
Tom
de
Ruyck,,
Belgium,
22nd
September
2015

10. BELIEVES RESEARCH
LEADS TO SURPRISING RESULTS
LESS THAN 1 IN 2
@tomderuyckTurning
consumer
insights
into
company-­‐wide
memes
Tom
de
Ruyck,,
Belgium,
22nd
September
2015

11. IMPACT...
WE DON’T
REALLY CARE
@tomderuyckTurning
consumer
insights
into
company-­‐wide
memes
Tom
de
Ruyck,,
Belgium,
22nd
September
2015

12. SHIFT OF ATTENTION:
FROM METHOD TO IMPACT
WE NEED A
@tomderuyckTurning
consumer
insights
into
company-­‐wide
memes
Tom
de
Ruyck,,
Belgium,
22nd
September
2015

13. How to market,
Research?
@tomderuyck @tomderuyckTurning
consumer
insights
into
company-­‐wide
memes
Tom
de
Ruyck,,
Belgium,
22nd
September
2015

14. STRATEGIZE AS A
CONTENT MARKETER
@tomderuyckTurning
consumer
insights
into
company-­‐wide
memes
Tom
de
Ruyck,,
Belgium,
22nd
September
2015

15. MIX THE LEVEL OF
ATTENTION & INTENSITY
WITH 3 CONTENT STREAMS
Updates: Pins of consumer
inspiration (e.g. consumer stories)
Projects: Deep dive study on specific
consumer question
(e.g. strategic projects & strategy
execution)
Campaigns: Communication of
insights around a certain theme,
cross projects (e.g. long term strategic
goals)
@tomderuyckTurning
consumer
insights
into
company-­‐wide
memes
Tom
de
Ruyck,,
Belgium,
22nd
September
2015

16. SEED
ACTIVATECOLLABORATE
Work together
to shape
outcomes
Spreading new
insights through
the organization
Trigger stakeholders
to interact with
insights
USE THE 4
OF MARKETING INSIGHTS
BUILDING BLOCKS
HARVEST
Collecting
insights we
already know
@tomderuyckTurning
consumer
insights
into
company-­‐wide
memes
Tom
de
Ruyck,,
Belgium,
22nd
September
2015

17. *MINDMAP CHALLENGE FOR INTERNAL STAKEHOLDERS
FROM INDIVIDUAL
HARVEST SEED
ACTIVATECOLLABORATE
Collecting insights we
already know
@tomderuyck
TO COLLECTIVE WISDOM
Turning
consumer
insights
into
company-­‐wide
memes
Tom
de
Ruyck,,
Belgium,
22nd
September
2015

18. *CONSUMER NEWS UPDATES
FROM SHARING TO SEEDING
HARVEST SEED
ACTIVATECOLLABORATE
Spreading new
insights through
the organization
@tomderuyckTurning
consumer
insights
into
company-­‐wide
memes
Tom
de
Ruyck,,
Belgium,
22nd
September
2015

19. FROM TEACHING TO ACTIVATING
*CONSUMER QUIZ GAMES
HARVEST SEED
ACTIVATECOLLABORATE
Trigger
stakeholders
to interact
with insights
@tomderuyckTurning
consumer
insights
into
company-­‐wide
memes
Tom
de
Ruyck,,
Belgium,
22nd
September
2015

20. FROM BRAINSTORMING TO COLLABORATING
HARVEST SEED
ACTIVATE
COLLABORATE
Work together to
shape outcomes
*WORKSHOPS WITH CONSUMERS
@tomderuyckTurning
consumer
insights
into
company-­‐wide
memes
Tom
de
Ruyck,,
Belgium,
22nd
September
2015

21. MEASURE YOUR
CONVERSION
@tomderuyckTurning
consumer
insights
into
company-­‐wide
memes
Tom
de
Ruyck,,
Belgium,
22nd
September
2015

22. THANK YOU!
Tom De Ruyck
Managing Partner
Head of CCBs
Tom.DeRuyck@insites-consulting.com
@TomDeRuyck
Turning
consumer
insights
into
company-­‐wide
memes
Tom
de
Ruyck,,
Belgium,
22nd
September
2015

23. Q
&
A
#NewMR
2015
Corporate
Sponsors
#NewMR
2015
Supporters
Schlesinger
Associates
Keen
as
Mustard
Turning
consumer
insights
into
company-­‐wide
memes
Tom
de
Ruyck,,
Belgium,
22nd
September
2015
Sue
York
Tom
de
Ruyck
InSites
ConsulFng