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

@TOMDERUYCK

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

WORKS WITH

POWERPOINT REPORTS

LESS THAN

USES CREATIVE

REPORTING FORMATS

10%

86%

@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

ONLY

HAS AN INTERACTIVE

DISCUSS THE

1 in 5WORKSHOP TO

RESULTS

#INDIVIDUALISTIC

@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

45%BELIEVES RESEARCH

DECISIONS OF MARKETERS

SUCCEEDS IN CHANGINGTHE ATTITUDES AND

@TOMDERUYCK

HOW TO CREATE impact WITH CONSUMER INSIGHTS

AT DANONE BENELUX

@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

BUILDING MEMES

THROUGH THE DANONE STUDIO

@TOMDERUYCK

INSPIRATION WALL INSPIRATION TILES ADD YOUR OWN TILE

HOW IT WORKS

@TOMDERUYCK

SPOTTING INSIGHTSIN DAILY LIFE

@TOMDERUYCK

SOLVE PROBLEMS,

SOFTWARE DOESN’T

PEOPLE DO

#8keystosuccess

@TOMDERUYCK

Set the right purpose

1.

@TOMDERUYCK

Assemble the right team

STUDIO OWNERCMI team

WALL OWNERBrand team

2.

@TOMDERUYCK

3.Start from a business need

@TOMDERUYCK

Networks of interested & interesting users

4.

@TOMDERUYCK

5.

Visual, short & snappy,

please!

@TOMDERUYCK

Convergence x divergence thinking

6.

@TOMDERUYCK

7.

Online and offline

@TOMDERUYCK

8.

Shaping hearts, minds & actions

@TOMDERUYCK

From insights to memesFrom CMI to

organization

From ad hoc to ecosystem

@TOMDERUYCK

THANK YOU!