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Bringing Consumers in the Boardroom

InSites builds over 100 private online research communities a year for global clients like Heinz, Unilever, Danone, Philips, Vodafone, Heineken, Red Bull and many more.

TomDeRuyck
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Bringing Consumers in the Boardroom

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  1. @tomderuyck #mroc Bringing Consumers in the Boardroom Tom De Ruyck, Head of Research Communities, InSites Consulting

  2. I Unilever I Kraft I Danone I VMMa I Heinz I MSN I Vodafone I ING Communities at the core of new generation research Always-on research with consumers acting as part-time marketers

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

  4. Great research should take the company forward And bring ‘change’ in the hearts, minds and actions of employees

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

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

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

  8. DNA of impactful research Inspiring, makes you engage with the consumer world & is worth sharing

  9. Making itan experience = key

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

  11. #1: creating engagement

  12. Go for a natural-born community ambassador He or she is the real driving force behind the project at the client side

  13. Take your time for a project kick-off Make sure you everyone understands the real challenges

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

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

  16. Make them as excited and curious as you are Feeling the excitement of participants/customers will make them enthousiast too

  17. #2: inspiring employees

  18. Let them be inspired by consumers directly Make sure reseach users log-on to the community platform as much as possible

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

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

  21. #3: activating employees

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

  23. Bring the consumers into the boardroom And you can take that rather literally if you like...

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

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

  26. Don’t leave the audience with results Give them something ‘to do’...

  27. Ready to create engaging experiences that inspire and are worth sharing ?

  28. We believe ... in connected research Everything we do is aimed at enhancing intimacy between you, your market and us. Yes we can! Yes we will ! @tomderuyck

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