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Insight Activation
Increasing the ROI of insights

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This complimentary masterclass is offered at ESOMAR Summer Academy 2019, for more details visit here.


More than ever, demonstrating impact is the name of the game for professional marketing services agencies. According to a recent Market Research Impact study only 45% of insight professionals and marketers believe research succeeds in changing the attitudes and decisions of marketers. Based on 20+ in-depth interviews with MR professionals on the client side, we identified 11 unmet needs related to the future of consumer insights. In the end, the goal is to trigger meaningful actions which turn insights into concrete ideas, stronger brands and future-proof business concepts so as to deliver better consumer experiences.

Crucial questions are: how do we trigger these meaningful actions across the organization in order to create a positive business impact? And how can tomorrow's insight professional do this efficiently yet effectively?

So how do we communicate insights in a powerful way? And how to make that they are used in the day-to-day job?...

What are the objectives?

After the workshop you will be able to deliver your next report/presentation with more impact.

You will be capable of crafting a strategy for the next year that will help you to increase your ROI (return on insights).

It should give inspiration on how you can transform your role as researcher towards an 'insights activator'.

What's in it for me?

Hands on tips and tricks to increase the ROI of research.

Who should attend?

The session is interesting both for agencies and corporate researchers!

Level of learning?


For people who understand how to do research but want to understand how to transform data into insights, and insights into action by stronger communication and fresh tools.

Basic agenda:

  • 9.00 – start
  • 10.30 to 10.45 – coffee
  • 12.30 – 13.30 – lunch
  • 15.15 – 15.30 – coffee
  • 17.00 – close

Workshop leader

Tom de Ruyck

Tom de Ruyck

Managing Partner & Head of Insight Activation
InSites Consulting

Tom gives more than 100 keynote speeches, workshops and in-company presentations every year. He has spoken in 40+ countries, and on 6 continents at major business, marketing, technology, and research events.

Tom is an expert in understanding and collaborating with consumers, creating consumer-centric-thinking organisations, and preparing organisations and their employees for a future full of technological change, societal challenges, and tremendous business opportunities.

Examples of his keynote talks, interactive workshops, and in-company training sessions include:

  • 'The Next You | Time to Disrupt Yourself' [NEW]
  • 'Surviving the Transformation Tsunami | Building a Better Business Together'
  • 'Thrive in the New Age | Changing your Business and Team Habits'
  • 'The Consumer Consulting Board | Consumers Shaping Your Business'
  • 'From Data & Observations to Game Changing Consumer Insights'
  • 'Turning Consumer Insights into Business Impact'
  • 'The Bright Future of Consumer Understanding'

Tom is a Managing Partner at InSites Consulting (one of the world's most innovative marketing consultancy and consumer research firms) where he is responsible for innovation and advising global brands (examples of which include IKEA, Heineken etc.). Healso teaches as a Professor at different business schools in Europe, and is on the board of several (industry) organisations.

He is co-author of 'The Consumer Consulting Board' and has published over 70 white papers, articles in academic journals, business books and trade magazines. Besides that, he is an influential blogger and tweeter (@tomderuyck).

Tom was awarded for his work many times, amongst others by the American Marketing Association, ESOMAR, and the CMO Council USA and Asia.

Francois Petavy

Francois Petavy


François Pétavy is the CEO of eÿeka, a global leader in creative crowdsourcing. eÿeka connects the dots between François’ passions and experiences in marketing, technology and content across the last 20 years. Before joining eÿeka early in 2008, François was in charge of developing new business models with the goal of growing eBay in France. He started his career as a Producer at Ubi Soft (a leading video game publisher), then brought leading brands to the Internet within digital agency AGENCY.COM. François graduated from Ecole Polytechnique and Telecom ParisTech, and holds an MBA from INSEAD.