The Danone Activation Studio
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The memefication of consumer insights in action - a Danone case study by Anouk Willems (InSites Consulting) and Sanne Smit (Danone Benelux).
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The Danone Activation Studio
- 1. THE DANONE Anouk Willems, Head of Insight Activation Studios, InSites Consulting Sanne Smit, Insight Manager Danone Benelux The memefication of consumer ACTIVATION studio insights in action
- 2. @SANNE_SMIT
- 3. MR Impact Research survey with 185 marketers and insights managers 20 talks with marketers and insights managers @SANNE_SMIT
- 4. “I usually present results in PPT format. I understand that more creative & inspiring ways of showing results are able to generate more impact, but I simply don’t use them as often as I would like to”. #1 @SANNE_SMIT
- 5. WORKS WITH POWERPOINT REPORTS LESS THAN USES CREATIVE REPORTING FORMATS 10% 86% @SANNE_SMIT
- 6. “I often find insights that are interesting for many colleagues within my organization, also for people beyond the core team involved. However, I don’t always share these results with this larger audience.” #2 @SANNE_SMIT
- 7. 92% BELIEVES RESEARCH SHARING WITH COLLEAGUES GENERATES INSIGHT WORTH RESEARCH RESULTS THE ORGANISATION EXTENSIVELY WITHIN YET 65% SHARES @SANNE_SMIT
- 8. ONLY HAS AN INTERACTIVE DISCUSS THE 1 in 5 WORKSHOP TO RESULTS #INDIVIDUALISTIC @SANNE_SMIT
- 9. “I sometimes feel the toughest part of my job is to ensure that marketing decisions are actually made with a consumer insight at the heart. ” #3 @SANNE_SMIT
- 10. 45% BELIEVES RESEARCH DECISIONS OF MARKETERS SUCCEEDS IN CHANGING THE ATTITUDES AND @SANNE_SMIT
- 11. HOW TO CREATE impact WITH CONSUMER INSIGHTS AT DANONE BENELUX @SANNE_SMIT
- 12. LIVING ROOM Triggering conversations between marketers & people E-LISTENING Listening to relevant human & societal themes YOGHURT TALK Developing fresh consumer insights DANONE STUDIO Activating insights into Danone organization @SANNE_SMIT
- 13. Meme |’mi:m/meem An idea, behavior, or style that spreads from person to person within a culture* WIDESPREAD UNDERSTANDING DIFFUSIONAUGMENTATION BEHAVIOR CHANGE * By Richard Dawkins, 1989, The Selfish Gene @SANNE_SMIT
- 14. BUILDING MEMES THROUGH THE DANONE STUDIO @SANNE_SMIT
- 15. INSPIRATION WALL INSPIRATION TILES ADD YOUR OWN TILE HOW IT WORKS @SANNE_SMIT
- 16. SOLVE PROBLEMS, SOFTWARE DOESN’T PEOPLE DO #8keystosuccess @SANNE_SMIT
- 17. Set the right purpose 1. @SANNE_SMIT
- 18. Assemble the right team STUDIO OWNER CMI team WALL OWNER Brand team 2. @SANNE_SMIT
- 19. 3. Start from a business need @SANNE_SMIT
- 20. Networks of interested & interesting users 4. @SANNE_SMIT
- 21. 5. Visual, short & snappy, please! @SANNE_SMIT@SANNE_SMIT
- 22. Convergence x divergence thinking 6. @SANNE_SMIT
- 24. 8. Shaping hearts, minds & actions @SANNE_SMIT@SANNE_SMIT
- 25. From insights to memesFrom CMI to organization From ad hoc to ecosystem @SANNE_SMIT
- 26. Anouk Willems, Head of Insight Activation Studio, InSites Consulting THANK YOU! Sanne Smit, Insight Manager Danone Benelux