The document discusses the changing television business landscape as viewing migrates from linear to streaming. It emphasizes the need to move from fast research to support short-term business needs, to gradual learning and insight generation. The author advocates focusing on deeper consumer needs and structural connections, and adopting an ongoing "do-learn" approach through iterative cycles of small insights. This allows research and insights teams to remain agile and timely while elevating their work.

1. BRINGING
AN
WITH
MARKET RESEARCH
& INSIGHTS
TOM DE RUYCK, Managing Partner

2. Films – Franchises,
Evergreens &
Audience Favourites
Platform Agnostic
We License
Content to a
Wide Range
of Clients
TV Shows – US & Int’l Scripted Series & Non-scripted Formats
LEADING CONTENT PROVIDER
Producing & distributing programming worldwide
@TOMDERUYCK

3. THE TV BUSINESS
IS IN FLUX
Migration from linear to streaming,
Channels facing an existential crisis,
Blurring of lines between broadcast
& online
@TOMDERUYCK

4. FOCUS ON SPEED
“CAN YOU QUICKLY DIG
UP SOME COMPELLING
STATS TO SUPPORT THIS?
I NEED IT FOR THIS
AFTERNOON”
@TOMDERUYCK

5. DATA ABUNDANCY,
FEW INSIGHTS
“LIKE HAVING A WARD-
ROBE FULL OF CLOTHES
AND NOTHING TO WEAR
TO THE PARTY”
@TOMDERUYCK

6. @TOMDERUYCK

7. HAVE WE lost our edge?
@TOMDERUYCK

8. @TOMDERUYCK

9. STRUCTURAL
CONSUMER
connections
@TOMDERUYCK

10. “POINT OF VIEW CAN BE
A DANGEROUS LUXURY
WHEN SUBSTITUTED FOR
INSIGHT AND
UNDERSTANDING.”
@TOMDERUYCK

11. Device agnostic
Conversational
Custom
designed.
Membership
timeline
A positive TOUCHPOINT EXPERIENCE
@TOMDERUYCK

12. @TOMDERUYCK

13. @TOMDERUYCK

14. GIVING BACK
@TOMDERUYCK

15. 1515
THIS IS WHERE WE DRAW THE LINE
@TOMDERUYCK

16. GIVE THEM
A choice
@TOMDERUYCK

17. LET’S chat
@TOMDERUYCK

18. @TOMDERUYCK

19. @TOMDERUYCK

20. 2020
TEST
DEVELOP LEARN
@TOMDERUYCK

21. Foresighting
Outlander FTA to SVOD
Sales pitch SWAT
Tagline
Good doctor
Dragons Den
House of Cards
Weekly watch list
co creation
1 2 3 4 5 6
@TOMDERUYCK

22. FROM FAST
RESEARCH TO MATCH
THE PACE OF
THE BUSINESS…
@TOMDERUYCK

23. Drivers of engagement
on FTA VS SVOD; immersive diary &
trendwatching
…TO GRADUAL
LEARNING & SLOW
THINKING
@TOMDERUYCK

24. HIGHER
PRO-ACTIVITY
Providing the business with
consumer intel which impacts
marketing projects
@TOMDERUYCK

25. @TOMDERUYCK

26. @TOMDERUYCK

27. Ratings
Market
intelligence
AI Tool
Social
listening
Piracy data
Ratings
Surveys
Listening
Observation
Discussions
Surveys
Surveys
Discussions
Discussions
Discussions
Observation
Observation
Listening
Ratings
Ratings
@TOMDERUYCK

28. SONY EXAMPLE
Monday morning
meeting +
trendwatching
topic
MONDAY MORNING
MEETINGS 2.0
Energised the format by
introducing insights from Sony TV
Lab, adding great context to ratings
updates & industry news
@TOMDERUYCK

29. @TOMDERUYCK

30. BUILDING AN
insight capability
@TOMDERUYCK

31. “IN AN AGE OF
ACCELERATION,
NOTHING CAN BE
MORE EXHILARATING
THAN GOING SLOW.”
@TOMDERUYCK

32. @TOMDERUYCK

33. HAVE WE lost our edge?
@TOMDERUYCK

34. 88%
SATISFACTION
BE IN THE
KNOW
Trailers
POSITIVE
EXPERIENCE
Short & snappy
LEARNING
Peer to peer
recommendations
@TOMDERUYCK

35. FOCUS ON DEEPER
CONSUMER NEEDS AND
INSIGHTS BY BUILD STRUCTURAL
CONSUMER CONNECTIONS
FROM METHOD TO
ACTIVITY THINKING BY
CONNECTING THE DOTS
MOVE FROM PLAN-SET-
OPTIMIZE-LAUNCH-LEARN TO
ONGOING ‘DO-LEARN’ APPROACH
THROUGH ITERATIVE CYCLES
PRODUCING ‘TINY’ INSIGHTS
IT’S NOT ONLY ABOUT
TECHNOLOGY BUT ABOUT
PEOPLE, ENGAGEMENT
IS KEY
EARN GLUING
ENVISIONDIGEST
@TOMDERUYCK

36. Hillary Mantel, Wolf Hall
IMPACT ON THE BUSINESS
& RESEARCH TEAM
“INSIGHT CANNOT BE TAKEN BACK.
YOU CANNOT RETURN TO THE
MOMENT YOU WERE IN BEFORE.”
@TOMDERUYCK

37. IMPACT ON THE BUSINESS & RESEARCH TEAM
CONFIDENT
CRELEVANT
R
ELEVATED OUR
TEAM
E AGILE
A
TIMELY
TINFORMED
I
VALIDATE
VENGAGING
E
@TOMDERUYCK

38. Thank you!
tom.deruyck@insites-consulting.com