The memefication of consumer insights in action - a Danone case study by Anouk Willems (InSites Consulting) and Sanne Smit (Danone Benelux).

1. THE DANONE
Anouk Willems, Head of Insight Activation Studios, InSites Consulting
Sanne Smit, Insight Manager Danone Benelux
The memefication of consumer
ACTIVATION studio
insights in action

2. @SANNE_SMIT

3. MR Impact
Research survey
with 185 marketers
and insights
managers
20 talks with
marketers and
insights managers
@SANNE_SMIT

4. “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
@SANNE_SMIT

5. WORKS WITH
POWERPOINT REPORTS
LESS THAN
USES CREATIVE
REPORTING FORMATS
10%
86%
@SANNE_SMIT

6. “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
@SANNE_SMIT

7. 92% BELIEVES RESEARCH
SHARING WITH COLLEAGUES
GENERATES INSIGHT WORTH
RESEARCH RESULTS
THE ORGANISATION
EXTENSIVELY WITHIN
YET 65% SHARES
@SANNE_SMIT

8. ONLY
HAS AN INTERACTIVE
DISCUSS THE
1 in 5
WORKSHOP TO
RESULTS
#INDIVIDUALISTIC
@SANNE_SMIT

9. “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
@SANNE_SMIT

10. 45%
BELIEVES RESEARCH
DECISIONS OF MARKETERS
SUCCEEDS IN CHANGING
THE ATTITUDES AND
@SANNE_SMIT

11. HOW TO CREATE impact
WITH CONSUMER INSIGHTS
AT DANONE BENELUX
@SANNE_SMIT

12. LIVING
ROOM
Triggering
conversations
between
marketers &
people
E-LISTENING
Listening to
relevant human &
societal themes
YOGHURT
TALK
Developing fresh
consumer
insights
DANONE
STUDIO
Activating
insights into
Danone
organization
@SANNE_SMIT

13. Meme |’mi:m/meem
An 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
@SANNE_SMIT

14. BUILDING MEMES
THROUGH THE DANONE STUDIO
@SANNE_SMIT

15. INSPIRATION WALL INSPIRATION TILES ADD YOUR OWN TILE
HOW IT WORKS
@SANNE_SMIT

16. SOLVE PROBLEMS,
SOFTWARE DOESN’T
PEOPLE DO
#8keystosuccess
@SANNE_SMIT

17. Set the right purpose
1.
@SANNE_SMIT

18. Assemble the right team
STUDIO OWNER
CMI team
WALL OWNER
Brand team
2.
@SANNE_SMIT

19. 3.
Start from a business need
@SANNE_SMIT

20. Networks of interested & interesting users
4.
@SANNE_SMIT

21. 5.
Visual, short & snappy,
please!
@SANNE_SMIT@SANNE_SMIT

22. Convergence x divergence thinking
6.
@SANNE_SMIT

23. 7.
@SANNE_SMIT@SANNE_SMIT
Online and offline

24. 8.
Shaping hearts, minds & actions
@SANNE_SMIT@SANNE_SMIT

25. From insights
to memesFrom CMI to
organization
From ad hoc
to ecosystem
@SANNE_SMIT

26. Anouk Willems, Head of Insight Activation Studio, InSites Consulting
THANK YOU!
Sanne Smit, Insight Manager Danone Benelux