On Thursday 14 June 2012 InSites Consulting organised an afternoon on the latest developments in Research Communities at their head office in Ghent (BE). As we feel that in Belgium Research Communities are also the way of being in continuous interaction with consumers, today and in the future. During the Smartees we shared national cases of shoe retailer Brantano and advertising agency Famous.

1. Research Communities
@InSites #MROC
Ghent (BE) - June 14, 2012

2. Thanks for being here!
Hakim Zemni, Managing Director InSites Consulting Belgium
I have a passion for media, politics, music & movies.
hakim@insites-consulting.com
I am happily married, a proud dad, a mediocre
soccerplayer and a great facebookfriend  @hakimzemni
I am often described as „an opinion on 2 legs‟
I love my job because I‟m fascinated by the question be.linkedin.com/in/hakimzemni
“why do people do what they do?”

3. Let’s start a conversation
…………………………………………………Last time I cried I was…………………………….……
………………………………………………………….…
……………My mother used to always say
……………………………………..I’ve never been as drunk as that time when ……..……
……………………………… My partner hates it when I ………………..………………….…….
……………………………….My biggest dream is to …..……………………………………………

4. Consumers are
probably the
most effective / worst
consultants my
company can hire.

5. A consumer consulting
board would definitely
/never work for my
company

6. Sharing true consumer
stories & experiences
will benefit / hurt my
company

7. Statement 1
Consumers are
probably the most effective / worst
consultants my company can hire.
Statement 2
A consumer consulting board would
definitely or never work for my
company
Statement 3
Sharing true consumer stories &
experiences will benefit / hurt my
company

8. Agenda
The Conversation Company
by Sam Berteloot, Managing Partner
The Consumer Consulting Board
by Tom De Ruyck, Head of Research Communities
Client cases:
• Consumers as co-inspirers for advertisement
creation (Famous)
by Thomas Troch, Senior Research Innovator &
Margriet Sergeant (Famous)
• Understanding the female shoe shopper
(Brantano)
by Mieke Van Heddeghem, Research Manager
Co-creation and Structural Collaboration
with Consumers: a fish bowl discussion
by Hakim Zemni, Managing Director Belgium

9. Nice to
meet you!
Sam Berteloot, Managing Partner
I am 35 years, living in Belgium (Flanders)
with the love of my life and 3 wonderful
children.
sam@insites-consulting.com
Partner of InSites Consulting, passionate
@samberteloot about making consumers generate value
for companies, specific focus on turning
companies into Conversation Companies.
http://be.linkedin.com/in/samberteloot

10. Author: Prof. Steven Van Belleghem
………………………………………….………..……………..……………………………………………..……..
@Steven_insites Steven@insites.eu
………………………………………….………..……………..……………………………………………..……..

12. ………………………………………….………..……………..…………………………………………
This is a story about
Word-of-Mouth
………………………………………….………..……………..…………………………………………

13. ………………………………………….………..……………..…………………………………………
This is a story about
Customer centricity
………………………………………….………..……………..…………………………………………

14. ………………………………………….………..……………..…………………………………………
This is a story about
Change
………………………………………….………..……………..…………………………………………

15. ………………………………………….………..……………..…………………………………………
Conversation Company
boosts your business through:
………………………………………….………..……………..…………………………………………
Social Media
People
Culture

16. ………………………………………….………..……………..…………………………………………
Company Culture is
the Conversation Guide
………………………………………….………..……………..…………………………………………

17. ………………………………………….………..……………..…………………………………………
Clear to employees =
Clear to clients
………………………………………….………..……………..…………………………………………

18. ……………………………………………………….…
Brand positioning
is the long term effect
of company culture
……………………………………………………….…

19. ……………………………………………………….…
Employees build the
image of your
company
……………………………………………………….…

20. ……………………………………………………….…
Company Culture is
NOT about being FUN
……………………………………………………….…

21. ……………………………………………………….…
These guys are pretty
serious about it
And they outperform the market.
……………………………………………………….…

22. ……………………………………………………….…
These guys are pretty
serious about it
And they outperform the market.
……………………………………………………….…

23. ……………………………………………………….…
Company Culture
is about having a
clear identity and
staying loyal to it in
everything you do.
……………………………………………………….…

24. ………………………………………….………..……………..…………………………………………
Conversation Company
boosts your business through:
………………………………………….………..……………..…………………………………………
Social Media
People
Culture

25. ………..……………………...
Every
employee is a
potential
ambassador.
………..……………………...

26. ………..……………………...
Every
client is a
potential
ambassador.
………..……………………...

27. ………..……………………...
Conversations
are the driver of
business growth.
………..……………………...

28. Yo u h a v e l o a d s o f
………………………………………….………..……………..…………………………………………
Unused
Conversation
Potential !
………………………………………….………..……………..…………………………………………

29. ………………………………………….………..……………..…………………………………………
Unused Conversation Potential:
Customers
………………………………………….………..……………..…………………………………………
28%

30. ………………………………………….………..……………..…………………………………………
Unused Conversation Potential:
Employees
………………………………………….………..……………..…………………………………………
40%

31. …………………………………….
In the Conversation
age, PEOPLE are
the media
…………………………………….

32. Conversations from internal stakeholders
Proud Conversation
company company
Boring Adored
company company
Conversations from external stakeholders

33. Conversations from internal stakeholders
Proud Conversation
company company
Boring Adored
company company
Customer experience
Conversations from external stakeholders

34. Conversations from internal stakeholders
Proud Conversation
company company
Culture & news content
Boring Adored
company company
Conversations from external stakeholders

35. Conversations from internal stakeholders
Proud Conversation
company company
Boring Adored
company company
Conversations from external stakeholders

36. Conversations from internal stakeholders
Proud Conversation
company company
Where is your company?
Boring Adored
company company
Conversations from external stakeholders

37. ………………………………………….………..……………..…………………………………………
Towards a
Conversation Company
………………………………………….………..……………..…………………………………………
The Conversation Company
optimizes the conversation potential

38. ………………………………………….………..……………..…………………………………………
Conversation Company
boosts your business through:
………………………………………….………..……………..…………………………………………
Social Media
People
Culture

39. ………………………………………….………..……………..…………………………………………
Social Media are NOT the goal
………………………………………….………..……………..…………………………………………

40. ………………………………………….………..……………..…………………………………………
Social Media are the perfect partner of
the Conversation Company
………………………………………….………..……………..…………………………………………

41. …………………………………………
Until now, we
only used the
first dimension
of their power
…………………………………………

42. …………………………………
First
dimension:
people to
build reach
…………………………………

43. …………………………………
Second
dimension:
Collaboration
…………………………………

45. Structural collaboration
Low
Low High
Reach
High

46. Structural collaboration
Low
Low High
Reach
High

47. High
Consumer Broad, open
Structural collaboration
consulting Collaboration
board
Low High
Conversations
Customer Content
Experience
Low
Reach

48. ………………………………………….………..……………..…………………………………………
A true people centric Company Culture
………………………………………….………..……………..…………………………………………
Collaboration
Content
Employees Conversations Customers
Customer Experience
OPEN AUTHENTIC POSITIVE

49. ………………………………………….………..……………..…………………………………………
A true people centric Company Culture
………………………………………….………..……………..…………………………………………
Collaboration
Content
Employees Conversations Customers
Customer Experience
Customer Experience is about what you DO,
Not whay you SAY.

50. …………………………………………..…
Customer
Experience
The science of managing
expectations.
…………………………………………..…

51. ………………………………………….………..……………..…………………………………………
A true people centric Company Culture
………………………………………….………..……………..…………………………………………
Employees Conversations Customers
Conversation Management is about
observing, facilitating & joining.

52. ………………………………………..……..…
Conversation
………………………………………..……..…

53. ………………………………………….………..……………..…………………………………………
A true people centric Company Culture
………………………………………….………..……………..…………………………………………
Content
Employees Customers
Content should be the start of a good conversation

54. ………………………………………….………..……………..…………………………………………
Unused Conversation Potential:
Content
………………………………………….………..……………..…………………………………………
Content does NOT equal campaign

55. ………………………………………….………..……………..…………………………………………
Content
………………………………………….………..……………..…………………………………………
Specific update,
project or campaign

56. ………………………………………….………..……………..…………………………………………
A true people centric Company Culture
………………………………………….………..……………..…………………………………………
Collaboration
Employees Customers
Collaboration is an extreme form of customer centricity.

57. Agenda
The Conversation Company
by Sam Berteloot, Managing Partner
The Consumer Consulting Board
by Tom De Ruyck, Head of Research Communities
Client cases:
• Consumers as co-inspirers for advertisement
creation (Famous)
by Thomas Troch, Senior Research Innovator &
Margriet Sergeant (Famous)
• Understanding the female shoe shopper
(Brantano)
by Mieke Van Heddeghem, Research Manager
Co-creation and Structural Collaboration
with Consumers: a fish bowl discussion
www.insites-consulting.com
by Hakim Zemni, Managing Director Belgium
Ghent I Rotterdam I London I Timisoara I New York

59. @tomderuyck

60. @tomderuyck

61. @tomderuyck

62. @tomderuyck

63. @tomderuyck

64. @tomderuyck

65. @tomderuyck

66. @tomderuyck

67. @tomderuyck

68. @tomderuyck

69. @tomderuyck

70. @tomderuyck

71. @tomderuyck

72. @tomderuyck

73. @tomderuyck

74. @tomderuyck

75. @tomderuyck

76. @tomderuyck

77. @tomderuyck

78. Insighting Developing
Business
Objectives
Optimizing Implementing
@tomderuyck

79. @tomderuyck

80. @tomderuyck

81. @tomderuyck

82. @tomderuyck

83. @tomderuyck

84. @tomderuyck

85. @tomderuyck

86. @tomderuyck

87. @tomderuyck

88. @tomderuyck

89. @tomderuyck

90. @tomderuyck

91. @tomderuyck

92. @tomderuyck

93. @tomderuyck

94. @tomderuyck

95. @tomderuyck

96. CHOOSING YOUR
Pilot Project
@tomderuyck

97. @tomderuyck

98. @tomderuyck

99. Communication is key!
Conversations from internal stakeholders Proud Conversation
company company
Boring Adored
company company
Conversations from external stakeholders
@tomderuyck

100. Internal
@tomderuyck

101. Internal
@tomderuyck

102. Internal
@tomderuyck

103. Internal
@tomderuyck

104. @tomderuyck

105. External
@tomderuyck

106. @tomderuyck

107. @tomderuyck

108. @tomderuyck

109. @tomderuyck

110. @tomderuyck

111. It’s an EVOLUTION,
not a REVOLUTION!
@tomderuyck

112. Sharing
IS caring
@tomderuyck

113. @tomderuyck

114. @tomderuyck

115. linkedin.com/in/tomderuyck
@tomderuyck
tom@insites-consulting.com
www.insites-consulting.com
New York – London – Ghent – Rotterdam – Timisoara

116. Agenda
The Conversation Company
by Sam Berteloot, Managing Partner
The Consumer Consulting Board
by Tom De Ruyck, Head of Research Communities
Client cases:
• Consumers as co-inspirers for advertisement
creation (Famous)
by Thomas Troch, Senior Research Innovator &
Margriet Sergeant (Famous)
• Understanding the female shoe shopper
(Brantano)
by Mieke Van Heddeghem, Research Manager
Co-creation and Structural Collaboration
with Consumers: a fish bowl discussion
by Hakim Zemni, Managing Director Belgium

117. Everybody Famous
Consumers as co-inspirers for advertisement creation
Thomas Troch
Senior Research Innovator @ InSites Consulting
Margriet Sergeant
Strategic Researcher & Community Manager @ Famous
Communities Smartees BE
InSites Consulting | Ghent, 14.06.2012

118. Strategisch Researcher 2011-current
Famous
Math Teacher 2010-2011
VISO Roeselare
Master in Biomedical Science 2002-2010
University of Ghent
Margriet.sergeant@famous.be
@ikbenmargriet
Nice to meet you

119. Senior Research Innovator 2011-current
InSites Consulting
Research Consultant 2010-2011
InSites Consulting
Master in Product Development 2005-2010
Artesis University College of Antwerp
thomas@insites-consulting.com
@thomastroch
Nice to meet you

120. Recognizable?
Advertising with a lot
of gut feeling (and a
lot of doubt) pushed
to consumers from a
creative but ivory
tower?
Past

121. Welcome to the age
of the empowered
consumer,
conquering the world
with offline and online
conversations.
Present

122. It’s time to re-
humanize marketing
communications by
listening to real
human and emotional
consumers.
Present

123. Welcome to Famous.
This Belgian advertising agency has a strong
belief in the power of consumers to inspire
their creative workforce.
Famous

124. Famous takes on the
challenge to connect
with consumers in a
structural way for
more relevant and
impactful campaigns.
Famous

125. Everybody Famous!
An on-going research
community of 150
Flemish and 150
Walloon consumers,
an inspirational
window to their day-
to-day stories.
Everybody Famous

126. Everybody Famous

127. How to immerse an
agency with the voice
of consumers on both
a strategic and tactic
level?
Everybody Famous

128. Bringing consumers
alive…
Understanding the
needs of Famous by
immersing in their
workflow.
Everybody Famous

129. Bringing consumers
alive…
through visual
presence in the
creative Famous
spaces.
Everybody Famous

130. Bringing consumers
alive…
by inviting them on
special events.
Everybody Famous

131. Bringing consumers
alive…
by having a 24/7
dialogue stimulating
rich discussions.
Everybody Famous

132. Everybody Famous

133. “I just like to share my opinion, I
visit the community several times
a day to check when the new
topics are launched. I enjoy the
variety and like to change the
disturbing way advertising
campaigns are launched at us
sometimes. In addition, the
connecting with Famous and the
other community members is
pretty amazing.” by Margriet
Everybody Famous

134. Everybody Famous

135. An agile approach of
co-ownership and
collaboration
between the Famous
and the InSites team
gets the maximum
out of the community.
Everybody Famous

136. Consumer impact
…to learn about
context and habits to
make truthful and
recognizable
communication
Everybody Famous

137. Ik maak na het bakken meestal nog een
lekkere saus met het braadvocht van het
vlees en de boter. Dit kan ik nooit zo goed
maken met olie.
7€/litre, sachant qu'on trouve de l'huile de colza
à 3.30/litre et de l'huile d'olive entre 5 et
14€/litre, le mélange fait à 50% par
Vandemoortele est trop élevé.
Klassieke Belgische of Franse keuken vraagt
dan eerder naar echte, goede ouwe
getrouwe bakboter.
Everybody Famous

138. Consumer impact
… to discover
consumer insights
and stretch them to a
strategic direction.
Everybody Famous

139. Everybody Famous

140. Small difference in
clickthroughs for ad A
and B, but…
Consumer inspired
briefing resulted in
66% of clickers in
the preferred
demographic versus
44% on the campaign
based on the
standard briefing.
Everybody Famous

141. Consumer impact
… to understanding
how a campaign is
perceived and being
able to rethink the
process, based on
consumer feedback.
Everybody Famous

142. Everybody Famous

143. Dingen suggeren is veel subtieler,
en laat de gedachten wereld van
de toeschouwer het verhaal
verder invullen
~Kristine
Voor mij ging het er wel net
over hoe de vrouw hier
gekleineerd wordt. ~ManuG

144. Consumer impact
…to re-evaluate
campaigns in the
past, and eliminate
misconceptions who
caused failure
Everybody Famous

145. Je pense que des personnes
plus âgées, comme moi,
avons déjà ce qu'il nous faut
à la maison
(63)
Zo van die acties die heb ik al lang opgegeven
ik heb nog nooit in mijn hele leven iets
gewonnen. Geef mij maar kortingen of
spaaracties die dan ook lang genoeg duren dat
je er wel degelijk iets mee kan bereiken en die
eerlijk verlopen . (50)
Everybody Famous

146. Everybody Famous

147. Let’s talk!
Thomas Troch Margriet Sergeant
Senior Research Innovator, InSites Consulting Strategic Researcher & Community Manager, Famous
thomas@insites-consulting.com margriet.sergeant@famous.be
@thomastroch @ikbenmargriet
Let’s talk!

148. Take a seat!
 3 discussion rounds, each round
with new participants
 4 seats available per round;
 3 seats for „round-participants‟,
1 „hot-seat‟.
 Each round 5 minutes

149. Let’s meet the
jury
Tom De Ruyck
 Keep the discussion on-topic
 Be a “devils advocate”

150. Statement 1
Consumers are
probably the
most effective / worst
consultants my
company can hire.

151. Statement 2
A consumer consulting
board would definitely
or never work for my
company

152. Statement 3
Sharing true consumer
stories & experiences
will benefit / hurt my
company

153. The
Community
Smartees
Challenge!
What does the Jury say?

154. smartees.insites.eu
Stay tuned…

155. Drinks!
#MROC & #InSites
InSitesVisitor PW: welcome2insites