PowerPoint Presentation

THE INSIGHT ACTIVATION STUDIOAnouk Willems, Head of Insight Activation Studios, InSites ConsultingCASESTUDY: DOREL JUVENILE

Hello, next I want to present our newest innovation: the insight activation studio. This is not a new way to collect data with consumers, its a new tool to help you create impact with consumer insights in your company. Its a platform to unite and engage employees around consumer insights to stimulate collaboration. Now how does this work, How to get it implemented in an organization are questions that I want to tackle using a casestudy of Dorel Juvenile (a manufacturer of pushchairs and carseats) Let me start with the question: why did we develop this solution in the first place?

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The reason behind the Studio is well articulated by Stan Stanunathan, Senior VP of CMI Unilever during the fireside chat at Esomar Congress a few weeks ago. He said, that we as insight professionals, we need to provide provocation and inspiration. Because this is what drives transformation and actions, to ultimately generate growth. The insight is the hidden underlining driver. So, its not the endproduct, its merely the beginning for driving growth. Its not only Stan who thinks this, its our whole industry

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INSIGHT IMPACT

OF THE GAME

IS THE NAME

20 talks with marketers and insights managers

MR Impact Research survey with 185 marketers and insights managers

| THE INSIGHT ACTIVATION studio |

@TOMDERUYCK

So, like any researcher would do, we did research to find out how the rest of the industry thought about thisDid a quantitative study, surveying 185 other insight professionals like Stan. Here we found that only 1 in 2 research projects leads to change & 45% of insight professionals and marketers believe research succeeds in changing the attitudes and decision of marketers. and a qualitative study doing 20 in-depth interviews. The in-depth interviews resulted in 11 unmet needs related to the future of consumer insights. 10 of those frictions relate to creating a positive business impact with consumer stories, and only 1 is about finding better insightsSo, mORE THAN EVER, IMPACT IS THE NAME OF THE GAME FOR INSIGHT PROFESSIONALSAnd insight is the hidden, underlying driver.

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TOWARDS CONSUMER

ON A MISSION

CENTRICITY

A company who confirms this need for Action is Dorel Juvenile. Knows this company? Its a manufacturer of juvenile products, including car seats, strollers, and home safety products. You might know them from brands like Maxi cosi & Quinny. And they are also in transformation. They are on a mission to move from a product-oriented, technology driven company towards a more CONSUMER AND service-oriented companyOur key contact, is the Global CMI manager, and she wanted to find a way to connect their people to consumers through consumer stories & insights from all their growth markets and install this consumer oriented thinking.

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SPOTTING NEW

MARKET OPPORTUNITIES

ZhongShan (China)

New York (USA)

At the same time, they also need to surf the tsunami wave of new innovations & market competitors that Tom just described. Think about new innovations on car seats: with new players in the market like Uber, disrupting the taxi market. What does it mean for Dorels car seats? Or how do people travel with small children in growth markets in Asia? On the left, you see a photo taken by a Dorel employee, taken on holiday. You must know that at their offices in Europe and US they talk about safety every single day, while over there they take young children on their motorcycles! There is a whole new market out there to focus on. But also know it takes them about 5 years to develop a carseat with their safety measures. So the challenge is to act fast with high quality solutions they are known for. 5

HOW TO NAVIGATE

THIS TRANSFORMATION?

#STRATEGY #INSIGHTS #PEOPLE

HOW to navigate this transformation? Their cmi team was looking for solution that was in line with corporate strategy, help to spread the underlying insights & activating people at Dorel, located in 13 offices from Europe to Shangai and Seoul, to act in agile way Need for a solution to help them on these 3 levels,

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Meme |mi:m/meemAn idea, behavior, or style that spreads from person to person within a culture*#CARSEATCODEWe 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

DIFFUSION

AUGMENTATION

BEHAVIOR CHANGE* By Richard Dawkins, 1989, The Selfish Gene

Thats how we came up with the idea of turning insights & observations into memes for the organizationNormally I always ask if anyone knows what a meme is. Its defined as an idea, style or behavior that spreads from person to person within a culture or organizationIn order to achieve something to become a meme, there first needs to be a widespread understanding of the topic were talking about. Then, what happens, is that people can start to recognize it, augment it, even change their behavior. And finally, they share it again, this way it gets diffused within the organization.To give an example, at Dorel, one of the memes is around the problem of cracking the carseat code. They have a strong position in the baby car seat market for newborns, but as soon as the kids grow older, they are losing market share and people buy car seats elsewhere. Its a big discussion on how safety decisions, the design of the carseat or how the flexibility of moving the carseat from 1 car to another has an influence on this problem. Now everyone started to find ways how we can crack this carseatcode. Well come back to this one, later on in the presentation

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THE DOREL STUDIO

INTRODUCING

What is it? Platform where we can unite and engage employees with insights, observations and ideas. Here we can engage employees from different departments with consumer insights and allowing them to interact with research data in a playful wayIf you want to compare it with another platform, you might do so with pinterest, which is also all about inspiration.

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INSPIRATION WALLINSPIRATION TILEADD NEW TILE

HOW IT WORKS

How it works - It consists of several Inspiration Walls: These are projects or insight platforms that uncover a consumer friction, emotion or unmet need = the overarching meme we wish to create. At dorel, one example Wall was about the carseatcode. Each wall is populated with tiles or findings from consumer studies, trend research or market data, all believed to contribute to the meme. It can be either an insight, an observation or an idea. And the CMI team of Dorel decides what the most meaningful and memorable insights and observations were include on a specific wall. Then, dorel employees are prompted to add their own Inspiration Tiles on these walls through observations and ideas by posting their own photos, videos and stories. They interact and shape the Inspiration Tiles of their colleagues through comments, likes and sharing. When you are mentioned in a comment, youll get a notification and email about it, like Twitter or Facebook. By interacting, executives engage in meme building: they understand, augment and diffuse observations!

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SOLVE PROBLEMS,

SOFTWARE DOESNT

PEOPLE DO

#launchprogram

3/ INCREASE REACH

2/INSTALL ROUTINES

1/STRATEGIZE

So this is the platform, but how actually to use it? We all know that software doesnt solve the problem, people do! So, we craften an approach, a program to implement the studio3 steps: strategize, install first routines & increase reach 10

1/STRATEGIZE

WHATS YOUR PURPOSE?

First of all, decide on the purpose of the studio. People need to understand why they need to join, how it bring the organization forward. At dorel, this was to become a more consumer & service oriented company. And finding a way to make it fun and engaging to interact with different consumer stories, facts & figures found in US, Europe and Asia. Normally would show a short video with CMI manager telling their purpose, but afraid of our internet connection. Will share it soon on social media channels!

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1/STRATEGIZE

IDENTIFY YOUR

BUSINESS GOALS

Next to the purpose, think about your business plans. These will be the starting point of the content on the Studio At dorel, launched 5 walls in the first 2 months. Carseatcode = concrete project from product marketing, with deadline to collect inspiration Dorelretail = observations from Dorel products in store, like Shanghai for example; how are their products shown in store. This enables them to finally have an ongoing dialogue with the frontline employeesWowmoments = inspiration how they can offer future servicesMobility2020 = crowdsourcing ideas for the future strollers based on trends from trendreports Randomsparks = bottom-up observations and ideas interesting for Dorel So you see, its a mix of urgent projects, longer team ones, with/without deadline, relevant for all or select group of people in organization.

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CRAFT YOUR

ACTIVATION PLAN

1/STRATEGIZE

Next we crafted the activation planHow will you invite and onboard colleagues on this new initiative. At Dorel, CMI team pitched this idea with several other teams, engaged the senior people. Organized online kickoff sessions to explain the mission and how it worked. Even helped them to get registered and bookmark it on their smartphones. Also did those kickoffsessions Wall specific, so a specific kickoff for the carseatcode by the Wall owner. Offline elements are really important, think about distributing personal postcards, banners and posters in the coffeecorner. We also share a weekly newsletter with a personal selection of interesting tiles that user has not seen yet. People need multiple reminders before they take action. 14

7988851

2/ INSTALL FIRST

#66days#CARSEATCODE

2/INSTALL ROUTINES

ROUTINES

After the launch of a wall, users start building on such a wall.Here you see me scrolling through the carseat wall, showing all the different tiles that were posted.When you click on a tile, read the full story and post your comment. Below each tile, you can find related tiles from that same wall. How did we get here? We started with 4 insight tiles from research and an observation challenge, to ask for observations to illustrate these insights. For example, one insight was about how older kids become proud of having their own carseat. As a response, one users recognized this proud emotion, sharing an observation of how she gave her kids their own, customized carseat with pink details (for her daughter) and blue details (for her son). This also helped stop the ongoing battle between the kids who could sit behind mommy while driving. After collecting observations, we launched an idea challenge, to ask for ideas to crack the carseat code. By starting with observations we immerse the group of people active on this wall first, before we engage in ideation. This way, we follow the standford design thinking approach. In total we collected 9 observations, 8 ideas, 88 likes and 51 comments in 2 months time (or 66 days, it needed on average to form a habit) 15

FIRST USER

EXPERIENCES I see the Studio as a platform to share something you see and find really interesting, but dont 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

You might be curious, how do users experience this?Well, again I cant show a movie of different users talking about their experience. Learned is that users love to see what their colleagues are working on. Being active on the Studio also triggers them to have an open mind; do I see something cool that I can share with my colleagues? Lowers the barrier of voicing their opinion or sharing sparks of inspiaration that can lead to an idea. Admit its quite hard to walk up to innov team and present an idea. Finally, the collaboration part is something they really like; connect with colleagues around the world who share same mission. Makes them also a bit more proud! 16

3/ MEASURE, LEARN & BUILD

3/ INCREASE REACH

NEW CAMPAIGNS

After installing the first routines, we need to measure the outcome, learn & develop best practices, and build new walls to increase reach in the organization. What were the results of the Dorel Studio after phase 2?18

THE stats33% USERS REGISTERED 65% REPEAT USERS

56%35%28%

AFTER 2 MONTHS1,87,6

9:08

LIKING USERSPOSTING USERSCOMMENTING USERSVISITS PER USER PER WEEKPAGES PER VISIT TIME SPEND PER VISIT

Targeted about 200 people from different teams across multiple locations. Knowing that in total 1300 people work for dorel, we opted to start small, build our success case and grow from there. 66 users, 65% became a repeat user. Of them, 56% was liking tiles, 35% posting their own ones and 28% commented on others. On average, they visited the studio almost 2x per week, checking out 7-8 pages, spending about 9 minutes per session.So thats more than 15 minutes per week, which corresponds with their idle time at work. How is this new routine formed over time? Lets take a closer look.

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HABIT FORMING

TAKES TIME from VISITS to CONTRIBUTIONS

Looking at their behavior over time, see that visits first take a steep curve, and gets constant; we reach a saturation at certain point, we work with same amount of users who dedicated their idle time. Thats the maximum amount of time you get from them. It doesnt convert to posting tiles right away, this takes time. Splitting up the contributions in liking, posting and commenting, see that likes grow first (thats easy to do), then tiles. Visits convert to comments later on to discuss the things that have been shared by others If you look closely, see a kind of S-shape curve in the 3 contributions, except for the week of 27th of april. = holiday period for most users. 20

TIME (WEEKS)FUEL FOR YOUR BUSINESS Return on effortsInvest in your change program

INVEST FIRST,

HARVEST LATER

The more actions taken to support the initiative, the higher chance for successEfforts

Taking this S-shaped curve of contributions over time, and plotting it against the amount of effort we put in the studio to make it used (through newsletters, internal pitches), we see that it will pay off later. First, we need to invest in Studio as change program, so we can harvest later 21

THE impactFOR DOREL

What was the impact for dorel on their hearts, minds and actions???

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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

Lets start with their hearts! We measured their consumer feeling and understanding before and after those 2 months.What we saw was a drop in consumer feeling! Specifically, on the statement I know very well what products are on the market for the category I work for This is actually not their weird, why? Its the effect of positive disruption, we are confronted with all of the things dont know yet. Thats exactly what happened with the carseatcode. People started sharing all kinds of solutions and ideas what could explain the drop the market share carseats for group 2/3. Now preparing a bunch of new walls about mobility routines with kids in new markets like Japan. We plan to do another measurement after this new wave! 23

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

Dorel even visualized this in an infographic, what was the outcome of the carseatcode wall 4 dimensions, or blind spots, that they need to concentrate on in future projects Knowledge about safety, alternative purchasing options like leasing, flexbile usage for car seats & making car seats more personal.

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BETTER IDEAS

OVER TIME

#outsideinThe Studio made me think deeper about some things, like how can I pimp the customer journey? Now Im 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)QUALITY OF OUTPUT

Secondly, what about the minds and actions?Looking at the tiles posted over time, we saw that we first got more observations and after more ideas. When we score them on uniqueness and relevance, see that tiles posted later on, are more unique. Compare this to a classical brainstorm workshop of a day, also get great ideas, but you miss the longitudinal effect, Miss the 2nd part of the M. People need time to understand the insight tiles, before they can install the outside-in thinking. Quote from user illustrates this: Studio made me think deeper about things, now Im always looking if theres something interesting to post on the studio. 25

WHATS NEXT?#GLOBALCMI #KEYMARKETWALLS #SUSTAINABLEUSE

After these 2 monthswhats next for the Dorel studio? Tool for global CMI team further embed in organization, they already included it in their budgets for this year and the next. Now crafting new walls for new business objectives for growth markets like Japan and China. Believe we can add most value in these objectives, where many employees have very limited knowledge on consumer routines and behavior. 26

THANK YOU!Anouk Willems, InSites Consulting

Thanks so much for your attention, hope you liked it! Love to hear your thoughts, comments or questions. Tnx! 27