This is the full slidedeck of our Memefication of Insights Eat 'n Learn Smartees, hosted in Ghent on Tuesday 27 October 2015 by Hakim Zemni (Managing Director, InSites Consulting Belgium), Tom De Ruyck (Managing Partner InSites Consulting) and Tim Duhamel (Chief Strategy Officer, InSites Consulting). The presentation elaborates on how to create a culture of innovation and what the characteristics are of future-proof organizations, illustrated by a Dorel case study.

1. @hakimzemni
Memefication
of Insights
SMARTEES – GHENT – October 27

2. #InSites
@hakimzemni
Wifi: insitesvisitor
Password: welcome2insites

3. Conversation
STARTERS!
@hakimzemni
Hi, I’m ….., I work @...
…I’m interested in today’s topic because… .
…my favorite meme of the moment is… .
…when we do research, the biggest challenge is… .

4. @hakimzemni
Memefication
of Insights

5. @hakimzemni
Mummyfication

6. @hakimzemni
Mommyfication

7. @hakimzemni
Memefication
of Insights

8. @hakimzemni

9. business
IMPACT !
@hakimzemni

10. @hakimzemni
14:15 Building a consumer-driven business together
Wrap up and Q&A
Dorel Juvenile case
Networking & drinks
15:15
16:15
15:45
16:30
Coffee break
AGENDA

11. @hakimzemni
CONGRESS AWARD
Best case study
& paper overall
Esomar, Dublin 2015

16. BOOK

46. 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
USE THE 4
OF marketing
BUILDING BLOCKS
insights

47. UPDATES
WORKSHOPS & WALLS
REACH
TIME
IMMEDIATE ACTION

62. Tom De Ruyck
MANAGING PARTNER
Tom.De.Ruyck@insites-consulting.com
@tomderuyck

63. THE INSIGHT ACTIVATION STUDIO
Tim Duhamel, Founding Partner & Chief Strategy Officer, InSites Consulting
CASESTUDY: DOREL JUVENILE

64. @TIMDUH

65. 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
@TIMDUH

66. TOWARDS CONSUMER
ON A MISSION
CENTRICITY
@TIMDUH

67. SPOTTING NEW
MARKET OPPORTUNITIES
ZhongShan
(China)
@TIMDUH

68. HOW TO NAVIGATE
THIS TRANSFORMATION?
#STRATEGY #INSIGHTS #PEOPLE
@TIMDUH

69. Meme |’mi:m/meem
An 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
UNDERSTANDING
DIFFUSIONAUGMENTATION
BEHAVIOR
CHANGE
* By Richard Dawkins, 1989, The Selfish Gene
@TIMDUH

70. MARKETING INSIGHTS
INTERNALIZE
#experience
@TIMDUH

71. THE ORGANISATION
FROM TEAMS TO
#reach
@TIMDUH

72. TO HABIT CREATION
FROM HABITS
#structural
@TIMDUH

73. THE DOREL STUDIO
INTRODUCING
@TIMDUH

74. INSPIRATION WALL INSPIRATION TILE ADD NEW TILE
HOW IT
WORKS
@TIMDUH

75. SOLVE PROBLEMS,
SOFTWARE DOESN’T
PEOPLE DO
#launchprogram
3/
INCREASE
REACH
2/
INSTALL
ROUTINES
1/
STRATEGIZE
@TIMDUH

76. 1/
STRATEGIZE
WHAT’S YOUR PURPOSE?
@TIMDUH

78. 1/
STRATEGIZE
IDENTIFY YOUR
BUSINESS GOALS
@TIMDUH

79. CRAFT YOUR
ACTIVATION PLAN
1/
STRATEGIZE
@TIMDUH

80. 7
9
8
88
51
2/ INSTALL FIRST
#66days
#CARSEATCODE
2/
INSTALL
ROUTINES
ROUTINES
@TIMDUH

81. 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
@TIMDUH

83. 3/ MEASURE, LEARN & BUILD
3/
INCREASE
REACH
NEW CAMPAIGNS
@TIMDUH

84. THE stats
33% USERS REGISTERED • 65% REPEAT USERS
56% 35% 28%
AFTER 2 MONTHS…
1,8 7,6 9:08
LIKING
USERS
POSTING
USERS
COMMENTING
USERS
VISITS PER
USER PER
WEEK
PAGES
PER VISIT
TIME SPEND
PER VISIT
@TIMDUH

85. HABIT FORMING
TAKES TIME
from VISITS to CONTRIBUTIONS
@TIMDUH

86. TIME (WEEKS)
FUELFORYOURBUSINESS
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
Effort
s
@TIMDUH

87. THE impact
FOR DOREL
@TIMDUH

88. 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
@TIMDUH

89. 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
@TIMDUH

90. 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)
QUALITYOFOUTPUT
@TIMDUH

91. WHAT’S NEXT?
#GLOBALCMI
#KEYMARKETWALLS
#SUSTAINABLEUSE
@TIMDUH

92. @TIMDUH

93. THANK YOU!
Tim Duhamel, Founding Partner & CSO, InSites Consulting

94. @hakimzemni

95. @hakimzemni
STAY TUNED
www.insites-consulting.com/news-events/