THE INSIGHT ACTIVATION STUDIO

Anouk Willems, Head of Insight Activation Studios, InSites Consulting

CASESTUDY: DOREL JUVENILE

INSIGHT IMPACT

OF THE GAME

IS THE NAME

20 talks with

marketers and

insights managers

MR Impact Research

survey with 185

marketers and insights

managers

| THE INSIGHT ACTIVATION studio | @TOMDERUYCK

TOWARDS CONSUMER

ON A MISSION

CENTRICITY

SPOTTING NEW

MARKET OPPORTUNITIES

ZhongShan

(China)

New York

(USA)

HOW TO NAVIGATE

THIS TRANSFORMATION?

#STRATEGY #INSIGHTS #PEOPLE

Meme |’mi:m/meemAn idea, behavior, or style that spreads from person to person within a culture*

#CARSEATCODE

We have a strong position in the baby & toddler car seat market. However, the conversion on group 2/3 car seat is rather low. Somehow, parents decide not to choose our car seats when their kids grow older. Personal designs, safety reasons or convenience... What influences parents when buying car seats and how can we improve our position?

WIDESPREAD

UNDERSTANDINGDIFFUSIONAUGMENTATION

BEHAVIOR

CHANGE

* By Richard Dawkins, 1989, The Selfish Gene

MARKETING INSIGHTS

INTERNALIZE

#experience

THE ORGANISATION

FROM TEAMS TO

#reach

TO HABIT CREATION

FROM HABITS

#structural

THE DOREL STUDIO

INTRODUCING

INSPIRATION WALL INSPIRATION TILE ADD NEW TILE

HOW IT WORKS

SOLVE PROBLEMS,

SOFTWARE DOESN’T

PEOPLE DO

#launchprogram3/

INCREASE

REACH

2/

INSTALL

ROUTINES

1/

STRATEGIZE

1/

STRATEGIZE

WHAT’S YOUR PURPOSE?

1/

STRATEGIZE

IDENTIFY YOUR

BUSINESS GOALS

CRAFT YOUR

ACTIVATION PLAN

1/

STRATEGIZE

7

9

8

88

51

2/ INSTALL FIRST

#66days

#CARSEATCODE

2/

INSTALL

ROUTINES

ROUTINES

FIRST USER

EXPERIENCES

“I see the Studio as a

platform to share

something you see and find

really interesting, but don’t

really understand yet. It still

has these ‘loose ends’. You

share what you see, and

there will always be

someone inspired by

your input. There is a

lower barrier to post your

ideas”

2/

INSTALL

ROUTINES

3/ MEASURE, LEARN & BUILD

3/

INCREASE

REACH

NEW CAMPAIGNS

THE stats

33% USERS REGISTERED • 65% REPEAT USERS

56% 35% 28%

AFTER 2 MONTHS…

1,8 7,6 9:08LIKING

USERS

POSTING

USERS

COMMENTING

USERS

VISITS PER

USER PER

WEEK

PAGES

PER VISIT

TIME SPEND

PER VISIT

HABIT FORMING

TAKES TIME

from VISITS to CONTRIBUTIONS

TIME (WEEKS)

FU

EL F

OR

YO

UR

BU

SIN

ES

S

Return on efforts

Invest in your

change program

INVEST FIRST,

HARVEST LATER

The more actions taken to

support the initiative, the

higher chance for success

Efforts

THE impactFOR DOREL

THE EFFECT OF

POSITIVE DISRUPTION

Consumer feeling dropped

from 7,7 to 7,4

I know very well what products are

on the market for the category I

work for

#MARKETUNDERSTANDING

Information and personalization, two pending

themes that are always in our mind but require

refreshing. But the real challenge is change in

behavior. This will come back in our new

innovation projects!

FILLING OUR

BLIND SPOTS

BETTER IDEAS

OVER TIME

#outsidein

“The Studio made me think

deeper about some things, like

‘how can I pimp the customer

journey’? Now I’m always

looking if there is something

interesting to post on the

Studio. I always ask myself ‘is

this something I would like to

share with my colleagues?’”.

TIME (WEEKS)

QU

ALIT

Y O

F O

UT

PU

T

WHAT’S NEXT?

#GLOBALCMI

#KEYMARKETWALLS

#SUSTAINABLEUSE

THANK YOU!

Anouk Willems, InSites Consulting