from powerpoint to power

20 talks with

marketers and

insights managers

MR Impact Research

survey with 185

marketers and

insights managers

increasing THE ROI OF INSIGHTS

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?


$ 43.000.000.000

45%increasing THE ROI OF INSIGHTS

Internal


‘infotainment’ IS

NOT THE BIG LEAP

FORWARD


WHAT IS THE

POWER OF

AN INSIGHT?

HOW TO LET

INSIGHTS

FLOW?

HOW TO

MAKE IT A

HABIT?

“These insights are

interesting, but we

tend to forget them.

It’s not in our

routines”

“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”


WHAT IS NOT AN INSIGHT?


In-sight |’in.sit|


Recognizable &

relevant

It’s me!


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

A fresh,

new way of

looking at

things

Aha!


An insight cannot be neutral:

I WANT TO change!


RELEVANCE

A good insight is

recognizable & real

to a consumer.

FRESHNESS

A good insight

is a fresh way of

looking at things.

EMOTION

A good insight

creates an

emotional desire

to change.

KEY TO SUCCESS

A good insight

creates the

foundation for

actionable marketing

decisions.



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


WHAT IS THE

POWER OF

AN INSIGHT?

HOW TO LET

INSIGHTS

FLOW?

HOW TO

MAKE IT A

HABIT?


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\


WHAT DOES THE life of an

insight LOOK LIKE?


IN POWERPOINT

locked up

REPORTS


ONE-WAY1.

ISOLATED2.

NO ACTION3.


#HARVEST #LIVE #PROJECT #IMMERSION #ARCHIVE

USING INSIGHTS

IN THE research process


INTRODUCING

THE insight ACTIVATION STUDIO


START FROM INSIGHTS

ADD YOUR OBSERVATIONS & IDEAS


Meet Galvin – Our very own Chatbot

LUIS AI


“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.

Case3LET’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.

Case1SHOW 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.

Case2



WHAT IS THE

POWER OF

AN INSIGHT?

HOW TO LET

INSIGHTS

FLOW?

HOW TO

MAKE IT A

HABIT?


FROM PROJECTS

TO habits


+61 2 8354 4800

directionfirst.com

DIRECTION FIRST

10 Elizabeth Street

Paddington, NSW,

2021, Australia

+61 2 8354 4800

+61 2 9357 1666

[email protected]

linkedin.com/company/direction-first

@directionfirst

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