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From PowerPoint to Power

Presented at Insights Activation Week in Sydney

TomDeRuyck
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From PowerPoint to Power

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  1. MR Impact Research survey with 185 marketers and insights managers 20 talks with marketers and insights managers increasing THE ROI OF INSIGHTS

  2. 28% ONLY BELIEVE THEY SPEND ENOUGH ON RESEARCH* YET, NO CORRELATION IS FOUND BETWEEN $ AND QUALITY OF INSIGHT *BCG study (2009) The consumer’s voice, can you hear it? increasing THE ROI OF INSIGHTS

  3. $ 43.000.000.000 45% increasing THE ROI OF INSIGHTS

  4. increasing THE ROI OF INSIGHTS

  5. increasing THE ROI OF INSIGHTS

  6. increasing THE ROI OF INSIGHTS

  7. increasing THE ROI OF INSIGHTS

  8. increasing THE ROI OF INSIGHTS

  9. increasing THE ROI OF INSIGHTS

  10. Internal increasing THE ROI OF INSIGHTS

  11. Internal increasing THE ROI OF INSIGHTS

  12. Internal increasing THE ROI OF INSIGHTS

  13. ‘infotainment’ IS NOT THE BIG LEAP FORWARD increasing THE ROI OF INSIGHTS

  14. “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” “These insights are interesting, but we tend to forget them. It’s not in our routines” HOW TO LET INSIGHTS FLOW? HOW TO MAKE IT A HABIT? WHAT IS THE POWER OF AN INSIGHT? increasing THE ROI OF INSIGHTS

  15. WHAT IS NOT AN INSIGHT? increasing THE ROI OF INSIGHTS

  16. In-sight |’in.sit| increasing THE ROI OF INSIGHTS

  17. Recognizable & relevant It’s me! increasing THE ROI OF INSIGHTS

  18. increasing THE ROI OF INSIGHTS increasing THE ROI OF INSIGHTS @tomderuyck @insites

  19. Aha! A fresh, new way of looking at things increasing THE ROI OF INSIGHTS

  20. increasing THE ROI OF INSIGHTS

  21. An insight cannot be neutral: I WANT TO change! increasing THE ROI OF INSIGHTS

  22. In-sight |’in.sit| increasing THE ROI OF INSIGHTS

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

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

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

  26. ‘FLOW’\ˈflō\ 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. increasing THE ROI OF INSIGHTS

  27. WHAT DOES THE life of an insight LOOK LIKE? increasing THE ROI OF INSIGHTS

  28. locked up IN POWERPOINT REPORTS increasing THE ROI OF INSIGHTS

  29. ONE-WAY 1. 2. ISOLATED NO ACTION 3. increasing THE ROI OF INSIGHTS

  30. USING INSIGHTS IN THE research process #HARVEST #LIVE #PROJECT #IMMERSION #ARCHIVE increasing THE ROI OF INSIGHTS

  31. INTRODUCING THE insight ACTIVATION STUDIO increasing THE ROI OF INSIGHTS

  32. START FROM INSIGHTS ADD YOUR OBSERVATIONS & IDEAS increasing THE ROI OF INSIGHTS

  33. Meet Galvin – Our very own Chatbot LUIS AI increasing THE ROI OF INSIGHTS

  34. Meet Galvin – Our very own Chatbot Case2 Case3 Case1 SHOW ME THE LATEST NEW TILES “FIND ME SOME TILES ABOUT PACKAGING” LET’S MEET THE CONSUMER You can ask to see the latest new tiles in a menu or simply subscribe to get a daily or weekly update. This is the start of a short and interactive journey through the consumers mind. When in a meeting or you’re working on a specific project you’re able to find out what your consumers and colleagues think about that topic. We can give the employees the feeling that they’re talking with their consumer while they’re actually interacting with user personas based on predetermined consumer segments. increasing THE ROI OF INSIGHTS

  35. Meet Galvin – Our very own Chatbot Case2 Case3 Case1 SHOW ME THE LATEST NEW TILES “FIND ME SOME TILES ABOUT PACKAGING” LET’S MEET THE CONSUMER You can ask to see the latest new tiles in a menu or simply subscribe to get a daily or weekly update. This is the start of a short and interactive journey through the consumers mind. When in a meeting or you’re working on a specific project you’re able to find out what your consumers and colleagues think about that topic. We can give the employees the feeling that they’re talking with their consumer while they’re actually interacting with user personas based on predetermined consumer segments. increasing THE ROI OF INSIGHTS

  36. Meet Galvin – Our very own Chatbot Case2 Case3 Case1 SHOW ME THE LATEST NEW TILES “FIND ME SOME TILES ABOUT PACKAGING” LET’S MEET THE CONSUMER You can ask to see the latest new tiles in a menu or simply subscribe to get a daily or weekly update. This is the start of a short and interactive journey through the consumers mind. When in a meeting or you’re working on a specific project you’re able to find out what your consumers and colleagues think about that topic. We can give the employees the feeling that they’re talking with their consumer while they’re actually interacting with user personas based on predetermined consumer segments. increasing THE ROI OF INSIGHTS

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

  38. FROM PROJECTS TO habits increasing THE ROI OF INSIGHTS

  39. +61 2 8354 4800 +61 2 9357 1666 DIRECTION FIRST 10 Elizabeth Street info@directionfirst.com Paddington, NSW, +61 2 8354 4800 2021, Australia directionfirst.com linkedin.com/company/direction-first @directionfirst

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