bringing consumers in the boardroom

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Bringing Consumers in the BoardroomTom De Ruyck, Head of Research Communities, InSites Consulting

@tomderuyck#mroc

I Unilever I Kraft I Danone

I Heinz I MSN I VMMa

I ING I Vodafone

Communities at the core of new generation researchAlways-on research with consumers acting as part-time marketers

An experience for participants, delivering great insightsStill... the research technique is just a means to an end

Great research should take the company forwardAnd bring ‘change’ in the hearts, minds and actions of employees

Are we ready to really engage an internal audience?And in what way do we need to adapt our toolkit and skillset?

6InSites corporate presentation

Real engagement: difficult to realize......in a world of information overload

Real engagement: difficult to realize......in a world where it’s a challenge to grasp attention during debriefs

DNA of impactful researchInspiring, makes you engage with the consumer world & is worth sharing

Making it an experience = key

We believe in a ‘staged approach’ to bring ‘change’Engage, inspire, activate and make ‘change’ happen by doing so!

#1: creating engagement

Go for a natural-born community ambassadorHe or she is the real driving force behind the project at the client side

Take your time for a project kick-offMake sure you everyone understands the real challenges

If needed change jobs To really make sure you understand the day-to-day challenges

Engage company employees with the consumer worldLet them discover their own ‘information gaps’, make them curious for what’s next

Make them as excited and curious as you areFeeling the excitement of participants/customers will make them enthousiast too

#2: inspiring employees

Let them be inspired by consumers directlyMake sure reseach users log-on to the community platform as much as possible

Keep them engaged & deliver sparks of inspirationVia posters, short movies, news websites, Twitter/Facebook and meet-up’s

Reward engagement... People like to be praised, no?

#3: activating employees

Go beyond the 30 min debriefDo not just present... Engage, inspire and create actions together!

Bring the consumers into the boardroomAnd you can take that rather literally if you like...

Make your debrief interactive......fun and challenging for the audience: e.g. organize a consumer quiz!

Brainstorm and work together!And move from results to actions...

Don’t leave the audience with resultsGive them something ‘to do’...

Ready to create engaging experiences that inspire and

are worth sharing ?

We believe ...in connected research

Everything we do is aimed at enhancing intimacybetween you, your market and us.

Yes we will !Yes we can!

@tomderuyck

bringing consumers in the boardroom

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