GOR Best Practice Award 2016: InSites Consulting & Danone Benelux
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Transcript of GOR Best Practice Award 2016: InSites Consulting & Danone Benelux
THE DANONE
The memefication of consumer
ACTIVATION studioinsights in action
Tom De Ruyck, Managing Partner, InSites Consulting
Annemiek Temming, Head of Strategy & Insights Danone + Corporate Communications Benelux
MR Impact Research survey with 185
marketers and insights managers
20 talks with marketers and insights managers
@TOMDERUYCK
“I usually present results in PPT format. I understand that more creative & inspiring
ways of showing results are able to generate more impact, but I simply don’t
use them as often as I would like to”.
#1
@TOMDERUYCK
“I often find insights that are interesting for many colleagues within my organization,
also for people beyond the core team involved. However, I don’t always share these results with this larger audience.”
#2
@TOMDERUYCK
92% BELIEVES RESEARCH
SHARING WITH COLLEAGUESGENERATES INSIGHT WORTH
RESEARCH RESULTS
THE ORGANISATIONEXTENSIVELY WITHIN
YET 65% SHARES
@TOMDERUYCK
“I sometimes feel the toughest part of my job is to ensure that marketing decisions
are actually made with a consumer insight at the heart. ”
#3
@TOMDERUYCK
LIVING ROOMTriggering conversations between marketers & people
E-LISTENINGListening to relevant human & societal themes
YOGHURTTALKDeveloping fresh consumer insights
INSIGHT
ECOSYSTEM
DANONE STUDIOActivating insights into Danone organization
@TOMDERUYCK
Meme |’mi:m/meemAn idea, behavior, or style that spreads from person to person within a culture*
WIDESPREAD UNDERSTANDING DIFFUSIONAUGMENTATION BEHAVIOR
CHANGE
* By Richard Dawkins, 1989, The Selfish Gene
@TOMDERUYCK