2. HOW TO MOVE BEYOND ‘SHARING’?
WHAT ARE THE STEPS TO TAKE?
WHY INSIGHT ACTIVATION?
MAKING IT A COMPANY-WIDE HABIT
USING insights
3. 20 talks with
marketers and
insights managers
MR Impact Research
survey with 185
marketers and
insights managers
USING insights
4. BELIEVE THEY SPEND
ENOUGH ON RESEARCH*
28%ONLY
YET, NO CORRELATION
IS FOUND BETWEEN $ AND
QUALITY OF INSIGHT
*BCG study (2009) The consumer’s voice, can you hear it?
USING insights
19. CONSUMER & SHOPPER
DRIVEN
TRADE & FACTORY
DRIVEN
ONE CONSUMER CENTRIC
LANGUAGE
NO COMMON
ONE ENGAGED
COMMUNITY SHARING BEST
SILOS
ONE INSIGHT FORMULA &
ONE SET OF TOOLS
DIVERSITY IN KNOWLEDGE
CONTENT & QUALITY
TODAY TOMORROW
LANGUAGE
USING insights
21. Immerse in the lives of consumers
How do consumers experience my brand & category? Let your
employees ‘connect’ with consumers by having them step into
your consumers’ shoes and share their observations.
KICK-OFF &
CALL TO
ACTION
OBSERVE &
EXPERIENCE
FEEDBACK
ACTIONS &
OPPORTUNITIES
USING insights
Consumer connect program
24. 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.
‘FLOW’ˈflō
USING insights
25. Updates: Pins of consumer
inspiration (e.g. consumer stories)
Projects: Deep dive study on specific
consumer question
(e.g. strategic projects & strategy
execution)
Campaigns: Communication of
insights around a certain theme,
cross projects (e.g. long term
strategic goals)
USING insights
Mix the level of attention &
intensity with 3 content streams
REACH
TIME
26. WHAT DOES THE life of an
insight LOOK LIKE?
USING insights
37. Meet Galvin – Our AI-driven Chatbot
LUIS AI
USING insights
38. Meet Galvin – Our AI-driven Chatbot
“FIND ME SOME TILES ABOUT PACKAGING”
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.
Case 1
USING insights
39. Meet Galvin – Our AI-driven Chatbot
LET’S MEET THE CONSUMER
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.
Case 2
USING insights
40. Meet Galvin – Our AI-driven Chatbot
SHOW ME THE LATEST NEW TILES
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.
Case 3
USING insights
43. The 3 step approach
to actívate ad-hoc
results
How to educate your
organization around the
power of insights
A scalable way to
bring managers closer
to consumers
The building blocks of
an activation strategy
and plan
Using the habit loop to
make the use of
insights a company-
wide habit
How AI and bots will bring
us the insights we need
without we asking
USING insights
