Impact is the name of the game in market research. There are two critical success factors to activate an organisation with the outcome of research: a co-creative platform where employees can interact with the insights and a research method that generates immersive data to feed in this platform. Dannon has set up Consumer Activation Studio, a cross-department collaboration platform where employees are inspired to interact with the research results and turn shopper insights into concrete ideas, stronger brands and future-proof business concepts. Feeding this platform is the “Healthy Minded People community”, a tribe of almost 100 shoppers across seven retailers in the US taking part in mobile ethnography, shopper safaris and ideation challenges.

1. Niels Schillewaert, PhD I Holly Rozelle
TURNING SHOPPER INSIGHTS INTO
COMPANY-WIDE MEMES

2. Shopper
CONSULTING
BOARD

4. SHARING
H&W moments

5. SHARING
how they prepare FOR
GROCERY SHOPPING

6. GOING OUT
ON shopper missions

7. Internalize THE DATA

8. CONFINED PERSPECTIVE HOLISTIC OUTLOOK
CONSUMERS BEING LED HUMANS LEADING
INTERACTIVE TOOLSONE-WAY PRESENTATION
People are only a ‘shopper’ or a ‘consumer’ for a couple of
hours a day, the rest of the time they’re just human.

9. 1399
Pictures
78
Co-created
ideas
14
Insight
platforms
3465
Conversations
BRAND INSIGHTSSHOPPER INSIGHTS
So here we were …
FROM INSIGHTS TO memes

10. Meme |’mi:m/meem
An idea, behavior, or style that spreads from person to person within a culture
#YOLITTLEONES
Parents face a challenge of constantly not giving in when their young children join
them for grocery shopping. When kids show good behavior in the store, parents often
want to give them a treat. These young kids are often attracted by the colorful
packaging of unhealthy snacks. How to provide opportunities for yogurt to become a
favorite to kids and be liked as a healthy option to parents while shopping.
WIDESPREAD
UNDERSTANDING
REPLICATION AUGMENTATION DIFFUSION

11. MARKETING INSIGHTS
INTERNALIZE
#experience

12. THE ORGANISATION
FROM TEAMS TO
#reach

13. TO HABIT CREATION
FROM HABITS
#structural

14. THE DANNON STUDIO
INTRODUCING

15. INSPIRATION WALL INSPIRATION TILE ADD NEW TILE
MARKETING OF
INSIGHTS
“THROUGH”
RATHER THAN “TO”
PROFESSIONALS
#MEMEFICATION

16. #YOMOMENTS
#YOLITTLEONES
#YODOODLE
#YOKITCHEN
#YONOVATION
#YOSHOP

17. "It was really interesting to see
all the recipes people use
yogurt for. For example, the
pasta recipe really caught my
attention and I was surprised
people would use yogurt in
pasta. It was also eye-opening
to me to see people using
yogurt in savory recipes as I
thought consumers only
consumed yogurt as a sweet
treat."
FUN AND
INTRIGUING
FOR NON-CMI
AUDIENCES
THE impact
FOR DANNON
“The Studio is visually
appealing. .... as life is quite
busy, we unfortunately don't
take the time to socialize and
share this type of information in
person or online.”

18. ENHANCED
PEOPLE
CENTRICITY
THROUGH
PERSONAL
STORIES
THE impact
FOR DANNON

19. THE impact
FOR DANNON
BUT PEOPLE
DO NEED
“A CALL FOR
ACTION”

20. REACH
THE stats
ENGAGEMENT
33% • 83 REACHED IN 4 WEEKS
38% • MORE INTENSE STUDIO VISITS • MORE MOBILE
REPEAT USERS GET ENGAGED
AND EMBED STUDIO IN DAILY HABITS

21. Studio Usage to Create CONSUMER CLOSENESS
+30%
CONSUMER
FEELING
CONSUMER
CONTACT
STUDIO
USAGE
+230%

22. YOUR WORSE ENEMY IS ad hoc
INCREASE Return on insight

23. INCREASE Return on insight
Internalize
to manage
1 long report >
small audience •
small snippets >
large audience
longitudinal •
habitual • marketing
research
Measure
Reverse

24. THANK YOU!
Niels Schillewaert, PhD I Holly Rozelle