Industry recognition for the Insight Activation Studio

Earlier this month, the German Online Research (GOR) Association rewarded the best of innovation in research with their GOR Best Practice Award. And this year, our Insight Activation Studio took the victory…
At the German Online Research Conference in Dresden, we showcased one of our first running Studio’s, the Danone Activation Studio to the GOR Best Practice Award jury. And this is not the first time the international market research industry has rewarded the Insight Activation Studio. At the end of 2015, we already received the ESOMAR Fernanda Monti Award at the ESOMAR General Congress in Dublin.

But what is an Insight Activation Studio?

The Insight Activation Studio is a SaaS solution. The goal of the platform is to turn insights into action, a key shortcoming in the research industry according to the recent Impact study we conducted in cooperation with Greenbook and Gen2 Advisors. When interviewing more than 185 insight professionals and marketers on their most recent market research project as well as their ideal study, the results showed that research in general underachieves in making a change in executives’ minds and actions.
As an industry, we spend $43,000,000,000 per year on finding insights, according to the 2015 ESOMAR Industry report. But we lock up those insights in PowerPoint reports, making research a one-way, isolated and ‘actionless’ experience“, says Tom De Ruyck, Managing Partner at InSites Consulting.
Today’s research should not focus merely on generating good consumer insights, it should be about how to turn those insights into action, which is exactly what the Insight Activation Studio was designed for. It releases insights to entire organizations, uniting employees around those insights and pushing them to take action, e.g. by liking/ commenting on insights, uploading their own observations and ideas”, adds Anouk Willems, Head of Insight Activation Studios at InSites Consulting.
According to the GOR Best Practice Award jury, they awarded the Insight Activation Studio based on three significant research industry supporting features:

  1. The Studio builds bridges between research and marketing, between agencies and brands, between researchers and research users.
  2. The Studio makes working with research and insights fun, thus helping client-side researchers to shine within their companies.
  3. The Studio can be used in almost any business, creating value for a variety of brands and sectors.

GOR Best Practice Award
Download the full press release in English – Dutch.

You might also be interested in

The insight community toolbox: ‘do’ activities

We all know that what people say, does not always correspond with what they actually do. This phenomenon is also referred to as the ‘say-do gap’ and is especially visible in topics where people are prone to maintain a positive image by giving socially desirable responses. This often explains deviating election-poll results, or why stats are off for sensitive topics such as racism, substance use, smoking, or bankruptcies. Wanting to understand human behavior, it is thus not enough to focus on what people ‘think’ and ‘feel’; what they ‘do’ is another vital part of the research mix.

The insight community toolbox: ‘feel’ activities

Neuroscientists have found that if the brain’s emotions network is damaged, people would lose their ability not only to laugh or cry, but also to make decisions. Likewise, when making a decision, one does not say ‘What do I think about this’, but rather ‘How do I feel about this’. Clearly, emotions are key drivers of decision making.
This strong impact of emotions on behavior also has implications for marketing research, where ‘feel’ activities should be an integral part of the research mix.

The insight community toolbox: ‘think’ activities

For a long time, the dominant belief among philosophers, scientists and economists was that humans – and their decision making – are driven predominantly by ratio, and this was no different in marketing research. While we now understand that human behavior is complex and requires a multi-dimensional approach, ‘think’ activities are still an important part of the research mix – they allow to grasp the perceptions, opinions and attitudes people can easily express.