Towards more SONIC market research

Deep down we probably all acknowledge the fact that market research needs to be(come) more agile if it wants to stay relevant. But how can it do so? The terms ‘agility’ and ‘speed’ are often used interchangeably, so the straightforward answer is automation, right? While we, at InSites Consulting, embrace technological change and strongly believe …

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Posted in MR industry, Trends

Customer centric or insight led – which one comes first?

“My company gets it that we need to become more consumer centric, yet it seems difficult to take concrete steps toward this in a structured way. It is also challenging to inspire colleagues beyond marketing. I wish we had better support tools and mechanisms to really increase our consumer centricity, organization wide.” Does this sound …

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Posted in Uncategorized

NextGen is ready to level up

In this fourth article in our NextGen DNA characteristic series, we focus on the last NextGen DNA aspect: ‘I am ready to level up’. In InSites Consulting’s Who’s Up NXT survey, we asked questions like “Would you like to have …

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Posted in NextGens

Busting the myth of agile marketing

Today’s world, full of data, has never before given this much opportunity for brands to listen to consumers. Ironically, despite this data abundance, the voice of the customer is only incorporated in 11% of marketing decisions. So why is that? Catch me if you can This paradox is not instigated by a marketers’ disinterest or …

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Posted in Business

A Millennial take on food consumption

Kimberly Egan, CEO of the Center for Culinary Development, already stated in 2009: “Generation Y has a game-changing approach to food consumption that will definitely affect how other demographics, including Gen Xers and Baby Boomers, shop and eat”. (Progressive Grocer, …

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Posted in NextGens

Marketing illusions

Marketing illusions by Kristof De Wulf

As published in MarketingTribune on June 6, 2017. Stephen Hawking once said: “The greatest enemy of knowledge is not ignorance; it is the illusion of knowledge”. This message is particularly important for today’s marketers. Only too often do we apply old marketing logic and principles in a context which has changed radically and only too …

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Posted in Business

Innovating Innovation with Van de Velde’s CEO Erwin Van Laethem

What started out as a 5-day inspiration tour in Silicon Valley organized by BNP Paribas Fortis for 10 Belgian entrepreneurs and CEOs in 2015, transformed into a structural peer-to-peer network of 100 like-minded thinkers and innovators. Meet the Change League, a unique community gathering 100 forward-thinking CEOs who want to get to the future first …

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Posted in Business, Innovation