How to market,

Research? Presented by:

Anouk Willems

Tom De Ruyck

Anita Peerdeman

Special guest:

Annemiek Temming (Danone)

INNOVATIVE METHODS RULED

THE #MRX INDUSTY

THE PAST 5 YEARS

@tomderuyck @anoukw1

#MRX METHODS

THE BATTLE OF

@tomderuyck @anoukw1

WHO

CARES…?

@tomderuyck @anoukw1

BECAUSE ALL WE WANT IS

@tomderuyck @anoukw1

@tomderuyck @anoukw1

RESEARCH ON THE IMPACT

MR Impact

Research survey

with 185 marketers

and insights

managers

OF RESEARCH

@tomderuyck @anoukw1

MR Impact

Research survey

with 185 marketers

and insights

managers

20 talks with

marketers and

insights managers

RESEARCH ON THE IMPACT

OF RESEARCH

@tomderuyck @anoukw1

Average = 100

THERE EXISTS A GAP

BETWEEN WHAT WE WANT

AND WHAT WE DO

@tomderuyck @anoukw1

WE BRING INSIGHTS

TO LIFE

#1

@tomderuyck @anoukw1

WORKS WITH

POWERPOINT REPORTS

LESS THAN

USES CREATIVE

REPORTING FORMATS

10%

86%

@tomderuyck @anoukw1

#DATAOVERLOAD

“I’m so tired of getting

reams of data from

research work…I need to

know the key learnings,

and a high level

recommendation on what

I should do next”

#UNDERAPPRECIATED

“Interesting

findings…but how

will these insights

change my

business?”

@tomderuyck @anoukw1

LET’S

RETHINK HOW

WE SHARE

RESULTS

@tomderuyck @anoukw1

WE CONNECT &

EMPOWER

#2

@tomderuyck @anoukw1

92% BELIEVES RESEARCH

SHARING WITH COLLEAGUES

GENERATES INSIGHT WORTH

YET 65% SHARES RESEARCH RESULTS

THE ORGANISATION

EXTENSIVELY WITHIN

@tomderuyck @anoukw1

ONLY

HAS AN INTERACTIVE

DISCUSS THE

1 in 5

WORKSHOP TO

RESULTS

#INDIVIDUALISTIC

@tomderuyck @anoukw1

#BREAKINGTHESILO

“I usually only invite

people from my own

department, because

for them it’s most

relevant”

“I think my colleague did

research about this

2 years ago…what was

that again”

#COLLECTIVEMEMORY

@tomderuyck @anoukw1

#EMPLOYEEIDEATION

“The inspirations from

consumers are

great…but what about

my own ideas?”

@tomderuyck @anoukw1

LET’S RETHINK

HOW WE

COLLABORATE

WITH INTERNAL

STAKEHOLDERS

@tomderuyck @anoukw1

WE REALLY MAKE A

DIFFERENCE

#3

@tomderuyck @anoukw1

45%BELIEVES RESEARCH

DECISIONS OF MARKETERS

SUCCEEDS IN CHANGING

THE ATTITUDES AND

@tomderuyck @anoukw1

BELIEVES RESEARCH

LEADS TO SURPRISING RESULTS

LESS THAN 1 IN 2

@tomderuyck @anoukw1

BELIEVES 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 @anoukw1

#HABITCREATION

“These insights are

great, but we tend to

forget them when we are

brainstorming or having

a discussion…it’s not in

our routines”

#DO1THING

“The insights are so

rich, but many of us

don’t know where to

begin”

@tomderuyck @anoukw1

LET’S THINK

HARDER HOW

WE CAN HAVE

BUSINESS

IMPACT

@tomderuyck @anoukw1

IMPACT...

WE DON’T

REALLY CARE

@tomderuyck @anoukw1

SHIFT OF ATTENTION:

FROM METHOD TO IMPACT

WE NEED A

@tomderuyck @anoukw1

How to market,

Research?

@tomderuyck @anoukw1

STRATEGIZE AS ACONTENT MARKETER

@tomderuyck @anoukw1

“A Six Step Content Marketing Model” (2012) By Van Belleghem & De Ruyck

MIX THE LEVEL OF

ATTENTION & INTENSITY

WITH 3 CONTENT STREAMS

Updates: Pins of consumer inspiration

(e.g. a consumer story)

Projects: Deep dive study on specific

consumer question

(e.g. customer journey)

Campaigns: Communication of insights

around a certain theme, cross projects

(e.g. immersion week)

@tomderuyck @anoukw1

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

@tomderuyck @anoukw1

*MINDMAP CHALLENGE FOR INTERNAL STAKEHOLDERS

FROM INDIVIDUAL TO COLLECTIVE WISDOM

HARVEST SEED

ACTIVATECOLLABORATE

Collecting

insights we

already know

@tomderuyck @anoukw1

*CONSUMER NEWS UPDATES

FROM SHARING TO SEEDING

HARVEST SEED

ACTIVATECOLLABORATE

Spreading new

insights through the

organization

@tomderuyck @anoukw1

FROM TEACHING TO ACTIVATING*CONSUMER QUIZ GAMES

HARVEST SEED

ACTIVATECOLLABORATE

Trigger

stakeholders to

interact with

insights

@tomderuyck @anoukw1

FROM BRAINSTORMING TO COLLABORATING

HARVEST SEED

ACTIVATECOLLABORATE

Work together to

shape outcomes

*WORKSHOPS WITH CONSUMERS

@tomderuyck @anoukw1

MEASURE YOUR

CONVERSION

@tomderuyck @anoukw1

WHAT’S NEXT?

SO…

@tomderuyck @anoukw1

Hig

h

Lo

w

Direct Indirect

Level in

the o

rganiz

ation

Relationship with consumers

Executives Management

Frontline Staff

FROM TEAMS TO

THE ORGANIZATION

WHAT’S NEXT?

@tomderuyck @anoukw1

FROM KNOWING RESULTS

TO EXPERIENCING IT

WHAT’S NEXT?

@tomderuyck @anoukw1

FROM PROJECTS

TO HABIT CREATION

WHAT’S NEXT?

@tomderuyck @anoukw1

COLLABORATING

ACTIVATION STUDIO*

WWW.INSITES-CONSULTING.COM/STUDIO

THROUGH THE CONSUMER

@tomderuyck @anoukw1

LET’S TURN

INSIGHTS INTO

*[MEEM] a meme is an idea, behavior, or

style that spreads from person to person

within a culture (Wikipedia.com)

memes*

@tomderuyck @anoukw1

TIME FOR A

REALITY CHECK!

@peerda @annemiektemming

#SHIFTOFATTENTION

#CMICONTENTMARKETING

#FROMINSIGHTSTOMEMES

@peerda @annemiektemming

THANK YOU!

Anouk Willems

Senior Innovation Manager // @AnoukW1

Tom De Ruyck

Managing partner & Head of CCB // @TomDeRuyck

Anita Peerdeman

Managing Director The Netherlands // @Peerda

Annemiek Temming

Head of Strategy, Insights & External Affairs -

Danone Nederland // @AnnemiekTemming