THE INSIGHT ACTIVATION STUDIO Anouk Willems, Head of Insight Activation Studios, InSites Consulting CASESTUDY: DOREL JUVENILE
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THE INSIGHT ACTIVATION STUDIO
Anouk Willems, Head of Insight Activation Studios, InSites Consulting
CASESTUDY: DOREL JUVENILE
INSIGHT IMPACT
OF THE GAME
IS THE NAME
20 talks with
marketers and
insights managers
MR Impact Research
survey with 185
marketers and insights
managers
| THE INSIGHT ACTIVATION studio | @TOMDERUYCK
TOWARDS CONSUMER
ON A MISSION
CENTRICITY
SPOTTING NEW
MARKET OPPORTUNITIES
ZhongShan
(China)
New York
(USA)
HOW TO NAVIGATE
THIS TRANSFORMATION?
#STRATEGY #INSIGHTS #PEOPLE
Meme |’mi:m/meemAn idea, behavior, or style that spreads from person to person within a culture*
#CARSEATCODE
We have a strong position in the baby & toddler car seat market. However, the conversion on group 2/3 car seat is rather low. Somehow, parents decide not to choose our car seats when their kids grow older. Personal designs, safety reasons or convenience... What influences parents when buying car seats and how can we improve our position?
WIDESPREAD
UNDERSTANDINGDIFFUSIONAUGMENTATION
BEHAVIOR
CHANGE
* By Richard Dawkins, 1989, The Selfish Gene
MARKETING INSIGHTS
INTERNALIZE
#experience
THE ORGANISATION
FROM TEAMS TO
#reach
TO HABIT CREATION
FROM HABITS
#structural
THE DOREL STUDIO
INTRODUCING
INSPIRATION WALL INSPIRATION TILE ADD NEW TILE
HOW IT WORKS
SOLVE PROBLEMS,
SOFTWARE DOESN’T
PEOPLE DO
#launchprogram3/
INCREASE
REACH
2/
INSTALL
ROUTINES
1/
STRATEGIZE
1/
STRATEGIZE
WHAT’S YOUR PURPOSE?
1/
STRATEGIZE
IDENTIFY YOUR
BUSINESS GOALS
CRAFT YOUR
ACTIVATION PLAN
1/
STRATEGIZE
7
9
8
88
51
2/ INSTALL FIRST
#66days
#CARSEATCODE
2/
INSTALL
ROUTINES
ROUTINES
FIRST USER
EXPERIENCES
“I see the Studio as a
platform to share
something you see and find
really interesting, but don’t
really understand yet. It still
has these ‘loose ends’. You
share what you see, and
there will always be
someone inspired by
your input. There is a
lower barrier to post your
ideas”
2/
INSTALL
ROUTINES
3/ MEASURE, LEARN & BUILD
3/
INCREASE
REACH
NEW CAMPAIGNS
THE stats
33% USERS REGISTERED • 65% REPEAT USERS
56% 35% 28%
AFTER 2 MONTHS…
1,8 7,6 9:08LIKING
USERS
POSTING
USERS
COMMENTING
USERS
VISITS PER
USER PER
WEEK
PAGES
PER VISIT
TIME SPEND
PER VISIT
HABIT FORMING
TAKES TIME
from VISITS to CONTRIBUTIONS
TIME (WEEKS)
FU
EL F
OR
YO
UR
BU
SIN
ES
S
Return on efforts
Invest in your
change program
INVEST FIRST,
HARVEST LATER
The more actions taken to
support the initiative, the
higher chance for success
Efforts
THE impactFOR DOREL
THE EFFECT OF
POSITIVE DISRUPTION
Consumer feeling dropped
from 7,7 to 7,4
I know very well what products are
on the market for the category I
work for
#MARKETUNDERSTANDING
Information and personalization, two pending
themes that are always in our mind but require
refreshing. But the real challenge is change in
behavior. This will come back in our new
innovation projects!
FILLING OUR
BLIND SPOTS
BETTER IDEAS
OVER TIME
#outsidein
“The Studio made me think
deeper about some things, like
‘how can I pimp the customer
journey’? Now I’m always
looking if there is something
interesting to post on the
Studio. I always ask myself ‘is
this something I would like to
share with my colleagues?’”.
TIME (WEEKS)
QU
ALIT
Y O
F O
UT
PU
T
WHAT’S NEXT?
#GLOBALCMI
#KEYMARKETWALLS
#SUSTAINABLEUSE
THANK YOU!
Anouk Willems, InSites Consulting
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