Tom De Ruyck, InSites Consulting

20 talks with

marketers and

insights managers

MR Impact Research

survey with 185

marketers and

insights managers

@tomderuyck increasing THE ROI OF INSIGHTS@insites

BELIEVE THEY SPEND

ENOUGH ON RESEARCH*

28%ONLY

YET, NO CORRELATION

IS FOUND BETWEEN $ AND

QUALITY OF INSIGHT

*BCG study (2009) The consumer’s voice, can you hear it?

@tomderuyck increasing THE ROI OF INSIGHTS@insites

$ 43.000.000.000

45%@tomderuyck increasing THE ROI OF INSIGHTS@insites

@tomderuyck increasing THE ROI OF INSIGHTS@insites

@tomderuyck increasing THE ROI OF INSIGHTS@insites

@tomderuyck increasing THE ROI OF INSIGHTS@insites

@tomderuyck increasing THE ROI OF INSIGHTS@insites

@tomderuyck increasing THE ROI OF INSIGHTS@insites

@tomderuyck increasing THE ROI OF INSIGHTS@insites

Internal

@tomderuyck increasing THE ROI OF INSIGHTS@insites

Internal

@tomderuyck increasing THE ROI OF INSIGHTS@insites

Internal

@tomderuyck increasing THE ROI OF INSIGHTS@insites

‘infotainment’ IS

NOT THE BIG LEAP

FORWARD

@tomderuyck increasing THE ROI OF INSIGHTS@insites

WHAT IS THE

POWER OF

AN INSIGHT?

HOW TO LET

INSIGHTS

FLOW?

HOW TO

MAKE IT A

HABIT?

“These insights are

interesting, but we

tend to forget them.

It’s not in our

routines”

“Interesting

finding…but this

insights will not

change my

business?”

“I will share these

insights with other

teams as well, so they

are up to date”

@tomderuyck increasing THE ROI OF INSIGHTS@insites

WHAT IS NOT AN INSIGHT?

@tomderuyck increasing THE ROI OF INSIGHTS@insites

In-sight |’in.sit|

@tomderuyck increasing THE ROI OF INSIGHTS@insites

Recognizable &

relevant

It’s me!

@tomderuyck increasing THE ROI OF INSIGHTS@insites

@tomderuyck increasing THE ROI OF INSIGHTS@insites

A fresh,

new way of

looking at

things

Aha!

@tomderuyck increasing THE ROI OF INSIGHTS@insites

@tomderuyck increasing THE ROI OF INSIGHTS@insites

An insight cannot be neutral:

I WANT TO change!

@tomderuyck increasing THE ROI OF INSIGHTS@insites

In-sight |’in.sit|

@tomderuyck increasing THE ROI OF INSIGHTS@insites

RELEVANCE

A good insight is

recognizable & real

to a consumer.

FRESHNESS

A good insight

is a fresh way of

looking at things.

EMOTION

A good insight

creates an

emotional desire

to change.

KEY TO SUCCESS

A good insight

creates the

foundation for

actionable marketing

decisions.

In-sight |’in.sit|

@tomderuyck increasing THE ROI OF INSIGHTS@insites

CONSUMER & SHOPPER

DRIVEN

TRADE & FACTORY

DRIVEN

ONE CONSUMER CENTRIC

LANGUAGE

NO COMMON

ONE ENGAGED

COMMUNITY SHARING BEST

SILOS

ONE INSIGHT FORMULA &

ONE SET OF TOOLS

DIVERSITY IN KNOWLEDGE

CONTENT & QUALITY

TODAY TOMORROW

LANGUAGE

@tomderuyck increasing THE ROI OF INSIGHTS@insites

WHAT IS THE

POWER OF

AN INSIGHT?

HOW TO LET

INSIGHTS

FLOW?

HOW TO

MAKE IT A

HABIT?

@tomderuyck increasing THE ROI OF INSIGHTS@insites

1. MENTAL: The mental state of operation in

which a person performing an activity is fully

immersed in a feeling of energized focus, full

involvement, and enjoyment in the process of

the activity.

2. PHYSICAL: To move in a continuous and

smooth way.

‘FLOW’ \ˈflō\

@tomderuyck increasing THE ROI OF INSIGHTS@insites

WHAT DOES THE life of an

insight LOOK LIKE?

@tomderuyck increasing THE ROI OF INSIGHTS@insites

IN POWERPOINT

locked up

REPORTS

@tomderuyck increasing THE ROI OF INSIGHTS@insites

ONE-WAY1.

ISOLATED2.

NO ACTION3.

@tomderuyck increasing THE ROI OF INSIGHTS@insites

WHAT DOES THE life of an

insight LOOK LIKE?

@tomderuyck increasing THE ROI OF INSIGHTS@insites

#HARVEST #LIVE #PROJECT #IMMERSION #ARCHIVE

USING INSIGHTS

IN THE research process

@tomderuyck increasing THE ROI OF INSIGHTS@insites

INTRODUCING

THE insight ACTIVATION STUDIO

@tomderuyck increasing THE ROI OF INSIGHTS@insites

START FROM INSIGHTS

ADD YOUR OBSERVATIONS & IDEAS

@tomderuyck increasing THE ROI OF INSIGHTS@insites

WHAT IS THE

POWER OF

AN INSIGHT?

HOW TO LET

INSIGHTS

FLOW?

HOW TO

MAKE IT A

HABIT?

@tomderuyck increasing THE ROI OF INSIGHTS@insites

FROM PROJECTS

TO habits

@tomderuyck increasing THE ROI OF INSIGHTS@insites