Presented in Tokyo, May 2016

2. 20 talks with
marketers and
insights managers
MR Impact Research
survey with 185
marketers and
insights managers
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

3. BELIEVE 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 increasing THE ROI OF INSIGHTS@erica_dfirst

4. $ 43.000.000.000
45%
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

5. @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

6. @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

7. @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

8. @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

9. @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

10. @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

11. Internal
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

12. Internal
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

13. Internal
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

14. ‘infotainment’ IS
NOT THE BIG LEAP
FORWARD
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

15. WHAT IS THE
POWER OF
AN INSIGHT?
HOW TO LET
INSIGHTS
FLOW?
HOW TO
MAKE IT A
HABIT?
“These insights are
interesting, but we
tend to forget them.
It’s not in our
routines”
“Interesting
finding…but this
insights will not
change my
business?”
“I will share these
insights with other
teams as well, so they
are up to date”
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

16. WHAT IS NOT AN INSIGHT?
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

17. In-sight |’in.sit|
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

18. Recognizable &
relevant
It’s me!
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

19. @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

20. A fresh,
new way of
looking at
things
Aha!
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

21. @tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

22. An insight cannot be neutral:
I WANT TO change!
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

23. In-sight |’in.sit|
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

24. RELEVANCE
A good insight is
recognizable & real
to a consumer.
FRESHNESS
A good insight
is a fresh way of
looking at things.
EMOTION
A good insight
creates an
emotional desire
to change.
KEY TO SUCCESS
A good insight
creates the
foundation for
actionable marketing
decisions.
In-sight |’in.sit|
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

25. CONSUMER & SHOPPER
DRIVEN
TRADE & FACTORY
DRIVEN
ONE CONSUMER CENTRIC
LANGUAGE
NO COMMON
ONE ENGAGED
COMMUNITY SHARING BEST
SILOS
ONE INSIGHT FORMULA &
ONE SET OF TOOLS
DIVERSITY IN KNOWLEDGE
CONTENT & QUALITY
TODAY TOMORROW
LANGUAGE
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

26. WHAT IS THE
POWER OF
AN INSIGHT?
HOW TO LET
INSIGHTS
FLOW?
HOW TO
MAKE IT A
HABIT?
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

27. 1. MENTAL: The mental state of operation in
which a person performing an activity is fully
immersed in a feeling of energized focus, full
involvement, and enjoyment in the process of
the activity.
2. PHYSICAL: To move in a continuous and
smooth way.
‘FLOW’ˈflō
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

28. 4 BUILDING BLOCKS TO
LET INSIGHTS flow
SEED
ACTIVATECOLLABORATE
Work
together to
shape
outcomes
Spreading new
insights through
the organization
Trigger
stakeholders to
interact with
insights
HARVEST
Collecting
insights we
already know
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

29. WHAT DOES THE life of an
insight LOOK LIKE?
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

30. IN POWERPOINT
locked up
REPORTS
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

31. ONE-WAY1.
ISOLATED2.
NO ACTION3.
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

32. #HARVEST #LIVE #PROJECT #CATEGORY #ARCHIVE
USING INSIGHTS
IN THE research process
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

33. INTRODUCING
THE insightACTIVATION STUDIO
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

34. INSPIRATION WALL INSPIRATION TILE ADD NEW TILE
HOW IT WORKS
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

35. START FROM INSIGHTS
ADD YOUR OBSERVATIONS & IDEAS
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

36. MEASURE
YOUR conversion
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

37. WHAT IS THE
POWER OF
AN INSIGHT?
HOW TO LET
INSIGHTS
FLOW?
HOW TO
MAKE IT A
HABIT?
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

38. FROM PROJECTS
TO habits
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

39. WHY?
MOTIVATED ENOUGH?
#MOTOR
IF..THEN..
ROADBLOCKS? TOOLS?
#ENVIRONMENT
WHEN?
AFTER I…I WILL..
#TRIGGER
HOW+?
POSITIVE EMOTION?
#REINFORCEMENT
HOW?
STEP 1, STEP 2, STEP 3
EASY ENOUGH?
#ROUTINE
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst

40. DEVICE AGNOSTIC | SNAPPY &
SIMPLE | NOTIFICATIONS | EMAIL
TRIGGERS | COLLEAGUE
INVITATIONS | …
FACILITATE
YOUR habit
creation
@tomderuyck increasing THE ROI OF INSIGHTS@erica_dfirst