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The era of averages is over

The era of averages is over

The life expectancy of humans is increasing year after year, yet that of brands and companies is declining at an ever-inclining rate. It is clear that the new reality, characterized by a shift from linearity, craftmanship and scarcity to one defined by acceleration (e.g. of decision-making), automation (e.g. of services) and abundance (e.g. of data) …

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The shifting marketing (research) reality: from scarcity to abundance

The shifting marketing (research) reality: from scarcity to abundance

We live in an age where information is more accessible than ever before. In the past, information was a scarce resource and its accessibility was (p)reserved for those who knew the right people or were willing to pay for it. The ones that stood out were those that had access to the right data, information …

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The shifting marketing (research) reality: from craftmanship to automation

The shifting marketing (research) reality: from craftmanship to automation

During the industrial revolution, man created the machine to speed up product manufacturing. Since then, both the functional and intellectual capability of machines have grown to the extent that their presence has stretched far beyond the industrial sector, including the field of marketing (research). During the Mad Men days, ca. ’60s, marketers were seen as …

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The shifting marketing (research) reality: from linearity to acceleration

The shifting marketing (research) reality: from linearity to acceleration

We continuously read stories which showcase that times change and things are not as they used to be. Many brands are struggling to keep up with the fast pace. Applebee’s, for example, recently announced they will be closing more than 130 of their restaurants after failed rebranding efforts, following other chains like TGI Friday’s, Chili’s …

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Alice in Marketingland

Alice in Marketingland

As published in MarketingTribune on January 16, 2018. The world is turning. Faster and faster. As regularly as clockwork, futurists, management gurus and consultants everywhere are announcing radical changes, often assuming the role of modern prophets of doom. The end of marketing is nigh, brands will barely be of importance, the classic media are dead, …

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The iPhone effect

The iPhone effect

As published in MarketingTribune on October 16, 2017. About a decade ago, Steve Jobs introduced his pioneering innovation, the recent iPhone X launch being the provisional climax. In these 10 years, no fewer than 1.2 billion iPhones have been sold and Apple has become the most valuable brand in the world (Forbes World’s Best Brands …

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Four ways to start involving customers in marketing decisions

The life expectancy of humans is growing year after year, yet that of brands and companies is declining at an ever-increasing rate. While the average lifespan of a company was 61 years in 1957, it is only a mere 15 years today. The risk of extinction is what drives many to rethink their business and …

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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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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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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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