Bringing Consumers in the Boardroom

1InSites Consulting beliefs - © 2010

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Bringing Consumers in the BoardroomTom De Ruyck, Head of Research Communities, InSites Consulting

@tomderuyck#mroc

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I Unilever I Kraft I Danone

I Heinz I MSN I VMMa

I ING I Vodafone

Communities at the core of new generation researchAlways-on research with consumers acting as part-time marketers

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An experience for participants, delivering great insightsStill... the research technique is just a means to an end

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Great research should take the company forwardAnd bring ‘change’ in the hearts, minds and actions of employees

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Are we ready to really engage an internal audience?And in what way do we need to adapt our toolkit and skillset?

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Real engagement: difficult to realize......in a world of information overload



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Real engagement: difficult to realize......in a world where it’s a challenge to grasp attention during debriefs



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DNA of impactful researchInspiring, makes you engage with the consumer world & is worth sharing

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Making it an experience = key

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We believe in a ‘staged approach’ to bring ‘change’Engage, inspire, activate and make ‘change’ happen by doing so!

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#1: creating engagement



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Go for a natural-born community ambassadorHe or she is the real driving force behind the project at the client side



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Take your time for a project kick-offMake sure you everyone understands the real challenges



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If needed change jobs To really make sure you understand the day-to-day challenges



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Engage company employees with the consumer worldLet them discover their own ‘information gaps’, make them curious for what’s next



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Make them as excited and curious as you areFeeling the excitement of participants/customers will make them enthousiast too



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#2: inspiring employees



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Let them be inspired by consumers directlyMake sure reseach users log-on to the community platform as much as possible



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Keep them engaged & deliver sparks of inspirationVia posters, short movies, news websites, Twitter/Facebook and meet-up’s



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Reward engagement... People like to be praised, no?



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#3: activating employees



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Go beyond the 30 min debriefDo not just present... Engage, inspire and create actions together!



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Bring the consumers into the boardroomAnd you can take that rather literally if you like...



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Make your debrief interactive......fun and challenging for the audience: e.g. organize a consumer quiz!



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Brainstorm and work together!And move from results to actions...



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Don’t leave the audience with resultsGive them something ‘to do’...



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Ready to create engaging experiences that inspire and

are worth sharing ?

We believe ...in connected research

Everything we do is aimed at enhancing intimacybetween you, your market and us.

Yes we will !Yes we can!

@tomderuyck

Education

Bringing Consumers in the Boardroom