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

@SANNE_SMIT

MR Impact

Research survey

with 185 marketers

and insights

managers

20 talks with

marketers and

insights managers

@SANNE_SMIT

“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

WORKS WITH

POWERPOINT REPORTS

LESS THAN

USES CREATIVE

REPORTING FORMATS

10%

86%

@SANNE_SMIT

“I often find insights that are interesting for many colleagues within my organization,

also for people beyond the core teaminvolved. However, I don’t always share these results with this larger audience.”

#2

@SANNE_SMIT

92% BELIEVES RESEARCH

SHARING WITH COLLEAGUES

GENERATES INSIGHT WORTH

RESEARCH RESULTS

THE ORGANISATION

EXTENSIVELY WITHIN

YET 65% SHARES

@SANNE_SMIT

ONLY

HAS AN INTERACTIVE

DISCUSS THE

1 in 5

WORKSHOP TO

RESULTS

#INDIVIDUALISTIC

@SANNE_SMIT

“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

45%BELIEVES RESEARCH

DECISIONS OF MARKETERS

SUCCEEDS IN CHANGING

THE ATTITUDES AND

@SANNE_SMIT

HOW TO CREATE impact WITH CONSUMER INSIGHTS

AT DANONE BENELUX

@SANNE_SMIT

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

Meme |’mi:m/meemAn idea, behavior, or style that spreads from person to person within a culture*

WIDESPREAD

UNDERSTANDINGDIFFUSIONAUGMENTATION

BEHAVIOR

CHANGE

* By Richard Dawkins, 1989, The Selfish Gene

@SANNE_SMIT

BUILDING MEMES

THROUGH THE DANONE STUDIO

@SANNE_SMIT

INSPIRATION WALL INSPIRATION TILES ADD YOUR OWN TILE

HOW IT WORKS

@SANNE_SMIT

SOLVE PROBLEMS,

SOFTWARE DOESN’T

PEOPLE DO

#8keystosuccess

@SANNE_SMIT

Set the right purpose

1.

@SANNE_SMIT

Assemble the right team

STUDIO OWNERCMI team

WALL OWNERBrand team

2.

@SANNE_SMIT

3.Start from a business need

@SANNE_SMIT

Networks of interested & interesting users

4.

@SANNE_SMIT

5.

Visual, short & snappy,

please!

@SANNE_SMIT@SANNE_SMIT

Convergence x divergence thinking

6.

@SANNE_SMIT

7.

@SANNE_SMIT@SANNE_SMIT

Online and offline

8.

Shaping hearts, minds & actions

@SANNE_SMIT@SANNE_SMIT

From insights

to memesFrom CMI to

organization

From ad hoc

to ecosystem

@SANNE_SMIT

Anouk Willems, Head of Insight Activation Studio, InSites Consulting

THANK YOU!

Sanne Smit, Insight Manager Danone Benelux