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ASMRS Webinar: Turning consumer insights into company-wide memes

Driving new and powerful insights from consumers is silver, but doing something meaningful with those stories, something in support of corporate goals, is gold. Creating memes is one way of doing this.

A meme is an image, video or piece of text that is typically humorous in nature that is copied and spread rapidly by Internet users, often with slight variations.


Learning Objectives

Tom will take us through a recent study with client side researchers that identified 11 unmet needs related to the future of consumer insights.  10 of these needs relate to creating a positive business impact with consumer stories. However only one of these needs is about finding better insights. 

Consequently this webinar will take you through the steps to turn consumer insights into company-wide memes, in keeping with client side researcher requests for using research to create a positive business impact.


Speaker: Tom de Ruyck

Tom is Managing Partner & Head of Consumer Consulting Boards at InSites Consulting, in charge of InSites’ global activities in terms of community research: thought leadership, steering innovation and business development.

InSites is one of the world’s leaders in this field: it has moderation teams in more than 50 countries worldwide and builds over 175 private online research communities a year for global clients like Heinz, Unilever, Red Bull, Heineken, IKEA, Microsoft & many more.

Tom has given more than 200 speeches all around the world at major international marketing, research and technology conferences. Leading in-depth workshops and chairing research events (a.o. for MOA, BAQMaR, MRS & ESOMAR) is among his favorite activities.

He is co-author of 'The Consumer Consulting Board' and published over 60 white papers, articles in academic journals (a.o. IJMR, MISQ), business books and trade magazines. Besides that, he is an influential blogger/tweeter (@tomderuyck) on social media, collaboration & the future of business.

Tom was awarded for his work by ESOMAR (Fernanda Monti Award – Best Congress Paper '09 & 2 times 'Best Paper' at a conference), the American Marketing Association ('4 under 40' – Emerging Leader of the Industry Award '10), the Co-Creation Association, the MRS (ResearchLive 'Tweeter of the Year' 2011), MOA (MOAward for the 'Innovation of 2012'), the CMO Council USA & Asia (Leadership Award for Contribution to Market Research, 2012) and the NGMR (2013) & Design for Experience Award (2014) for the InSites community approach.

Next to his work at InSites Consulting, Tom is guest lecturer at the Vlerick Business School (Belgium) & TiasNimbas (the Netherlands) and Adjunct Professor at IESEG School of Management (France) & EHSAL Management School (Belgium).

Event and Registration Details


Event Format: 1 hour Webinar
Date: Tuesday 9 June, 2015  
Location: Your PC 
Member Price: AUD $88.00 (payment to Australian account, bank fees may be applicable)
Time: 2:00pm - 3:00pm

Please register your attendance to by midday Monday 8th of June.