Presented in London & Amsterdam (June, 2018)

2. @tomderuyck

3. @tomderuyck

4. @tomderuyck

5. @tomderuyck

6. @tomderuyck

7. @tomderuyck

8. @tomderuyck

9. @tomderuyck

10. @tomderuyck

11. @tomderuyck

12. @tomderuyck
• Bundling & volume
• Standardisation & automation
• Recycling & harvesting
• Sustainable participant engagement

13. @tomderuyck

14. @tomderuyck
• Planned proactivity
• Unplanned Agility
• Speeding from insights to impact
• Global reach
• Flexibility

15. @tomderuyck

16. @tomderuyck

17. @tomderuyck

18. “The unpriced buying intention of concepts based on
validated consumer insights is up to 20% higher in
comparison with concepts based on insights that were
not tested upfront”
Marion Hoek-Koudenburg, Consumer Insight Manager
@tomderuyck

19. • TUI
THE FAILURE
OF TOUCH POINT
SATISFACTION
@tomderuyck

20. Touch point satisfaction
Travel agent
Website to amend booking
Aircraft conditions
Hotel room
…
drives 22% of NPS
Dreaming
@tomderuyck

21. @tomderuyck

22. Support
me to make
the right
choice
Keep
me excited
and looking
forward
Help me
escape from
everyday
routine
Stay
within the
holiday mood
afterwards
To what extent do you agree with
the following statements about TUI?
CONSUMER NEEDS
BECOME KPIS
@tomderuyck

23. TOUCH POINT
SATISFACTION
+
PERFORMANCE
ON CONSUMER NEEDS
DRIVE 60% OF NPS
Dreaming
@tomderuyck

24. @tomderuyck

25. Context IS A
KEY INFLUENCER
OF WHAT WE DO
@tomderuyck

26. THE POWER
OF mobile
@tomderuyck

27. THE GAME
OF context
@tomderuyck

28. AN
INSTANT
coffee
STORY
@tomderuyck

29. Supermarket Breakfast Lunch Tired Break
@tomderuyck

30. CONTEXT
TRIGGERS
PRODUCT
relevance
@tomderuyck

31. Intention
SCORES
SIMILAR
@tomderuyck

32. MORE
predictive
POWER
@tomderuyck

33. BETTER
prediction OF
BEHAVIOUR
@tomderuyck

34. @tomderuyck

35. @tomderuyck

36. @tomderuyck

37. DECREASE
gap between
INSIGHT AND
ACTIONS
@tomderuyck

38. @tomderuyck

39. @tomderuyck

40. @tomderuyck

41. @tomderuyck

42. +100
SLIDES
A LOT TO DIGEST!
NOT ALL PEOPLE SEE THE PRESENTATION/WILL
READ THE REPORT…
SPRINGBOARD FOR IDEATION?
COLLABORATION AS A GLOBAL TEAM?
@tomderuyck

43. In-sight |’in.sit|
#1 CHUNK IT, TO DUNK IT
@tomderuyck

44. In-sight |’in.sit|
#1 CHUNK IT, TO DUNK IT
@tomderuyck

45. In-sight |’in.sit|
#1 CHUNK IT, TO DUNK IT
@tomderuyck

46. In-sight |’in.sit|
#1 CHUNK IT, TO DUNK IT
@tomderuyck

47. @tomderuyck

48. @tomderuyck

49. +100
SLIDES
A LOT TO DIGEST!
NOT ALL PEOPLE SEE THE
PRESENTATION/WILL READ THE
REPORT…
SPRINGBOARD FOR IDEATION?
COLLABORATION AS A GLOBAL TEAM?
@tomderuyck

50. +100
SLIDES
A LOT TO DIGEST!
NOT ALL PEOPLE SEE THE
PRESENTATION/WILL READ THE
REPORT…
SPRINGBOARD FOR IDEATION?
COLLABORATION AS A GLOBAL TEAM?
@tomderuyck

51. OF EVERY 100 PEOPLE…
90
CAN
VALIDATE
(SPECTATORS)
SOURCE: FORRESTER RESEARCH
@tomderuyck

52. OF EVERY 100 PEOPLE…
9
CAN
CURATE
SOURCE: FORRESTER RESEARCH
@tomderuyck

53. OF EVERY 100 PEOPLE…
1
CAN
CREATE
SOURCE: FORRESTER RESEARCH
AND ONLY
@tomderuyck

54. A
GLOBAL COMMUNITY
O F
380,000+ CREATORS
SPANNING 167 COUNTRIES
@tomderuyck

55. BUSINESS BRIEF
HOW DOES IT WORK
IN A NUTSHELL
COMMUNITY
BRIEF
COMPETITION
MODERATION,
CURATION &
ANALYSIS
1
2
3
4
IP TRANSFER5
@tomderuyck

56. @tomderuyck

57. @tomderuyck

58. @tomderuyck

59. @tomderuyck

60. @tomderuyck

61. @tomderuyck

62. An icon of a global brand
@tomderuyck

63. Battle of
the covers
@tomderuyck

64. Emotional/
implicit
measurement
@tomderuyck

65. Results
Feedback for
creatives
Clear
direction
@tomderuyck

66. @tomderuyck

67. 67
LESS IS
more
AVOID repeating QUESTIONS
RECYCLE previous data
ONLY ASK WHAT YOU adds value
@tomderuyck

68. KEEP IT
short
7 min RULE
@tomderuyck

69. 69
NextGen PROOF
SHORTEN THE LENGTH OF SURVEYS
Drop-out rate: +10 min: 21% // <10 min: 6%
SHORTEN THE LENGTH OF STIMULI
online booklet (3 min survey): 71% Drop out
SHORTEN THE LENGTH OF QUESTIONS
+20 answer options: 52% Drop out
MAKING QUESTIONS OPTIONAL
Drop-out rate: not optional: 37% // optional: 20%
@tomderuyck

70. WHEN I AM
ready
@tomderuyck

71. MAKE IT fun
@tomderuyck

72. 7272
Show ME
ASK visual QUESTIONS
REPOND WITH a visual
@tomderuyck

73. 73
motivation FOR SQUARE PARTICIPATION
INTRINSIC & EXTRINSIC
Belonging
Convenience
Exclusivity
Learning on a topic of interest
.
Recognition
Fun
@tomderuyck

74. @tomderuyck

75. KEY CHALLENGES
• Engagement
• Scale
• Speed
@tomderuyck

76. LET’S
CHAT
#1
@tomderuyck

77. Experiment1
THE WHATSAPP
COMMUNITY
@tomderuyck

78. Con side
EVALUATION
ATTITUDINAL
COMPLEXITY
Pro side
EXPLORATORY
ETHNOGRAPHIC
SINGLE MINDED
@tomderuyck

79. AUTOMATED
CHAT
#2
@tomderuyck

80. Experiment 2
ARTIFICIAL
INTELLIGENCE
@tomderuyck

81. MEET OUR NEW COLLEAGUES
Meet
THE INTERVIEWER BOT THE ETNOGRAPHIC BOT THE PROBING BOT
@tomderuyck

82. FUN!
Bots are
@tomderuyck

83. BOTS CAN BE TRUSTED!
TOY
HUMANOID
REAL HUMAN
ZOMBIE
FAMILIARITY
HUMAN LIKENESS
UNCANNY
VALLEY
@tomderuyck

84. BOTS LEAD
TO THE SAME
CONCLUSIONS
@tomderuyck

85. The
INTERVIEWER
BOT
@tomderuyck

86. The
ETNOGRAPHIC
BOT
@tomderuyck

87. The
PROBING
BOT
@tomderuyck

88. @tomderuyck

89. @tomderuyck

90. @tomderuyck

91. Schillewaert & Pallini, 2014
@tomderuyck

92. Schillewaert & Pallini, 2014
@tomderuyck

93. DISTILLING
GREAT INSIGHT IS
THE startAND NOT
THE END
@tomderuyck

94. @tomderuyck

95. Premium ValueMarket Value
UndifferentiatedDifferentiated
Adapted from Pine and Gilmore, 2011

96. @tomderuyck

97. THE CAPACITY
TO PLACE ONESELF
IN ANOTHER'S
POSITION
@tomderuyck

99. MEMORY
EMPATHY
INTERACTOBSERVE
4 REALMS OF
AN experience
Adapted from Pine and Gilmore, 2011

100. @tomderuyck

101. MEMORY
EMPATHY
INTERACTOBSERVE
4 REALMS OF
AN experience
Adapted from Pine and Gilmore, 2011

102. WHAT IT TAKES TO STAGE
AN experience

103. @tomderuyck

104. @tomderuyck

105. @tomderuyck

106. tom.deruyck@insites-consulting.com
www.linkedin.com/in/tomderuyck
@tomderuyck
Let’s talk!