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Case studies

Evolution of beauty: Dove case study

In traditional campaign post-testings only the impact of direct exposure (people actually having seen the creative) is measured. By doing so, all dynamics behind the buzz in terms of word-of-mouth and word of mouse and how this influences consumer...

Catalogue: Congress 2007: Excellence
Authors: Niels Schillewaert, Steven van Belleghem, Severine Distave, Tom De Ruyck
Companies: InSites Consulting, Unilever
September 19, 2007

Research papers

Inspirational customers dialogues

The annual catalogue is IKEA's main communication channel with existing and potential customers globally. This case study demonstrates how the 2013 edition of the catalogue was evaluated through MROCs in five different countries. The presentation...

Catalogue: 3D Digital Dimensions 2013: (Online + Social Media + Mobile) Research
Authors: Frédéric Gennart, Pieter De Vuyst, Frank Naessens, Tom De Ruyck
Company: InSites Consulting
June 23, 2013


Research papers

Doing more with less

Recession can prompt unusual levels of creativity. We need to do more with less. Researchers need to increase their business impact. The presenters argue that the way to reach this for qualitative research is by crossing three boundaries;1) they...

Catalogue: Qualitative 2012: Informing Strategic Decision Making And Action
Authors: Charles Hageman, Tom De Ruyck, Annelies Verhaeghe
Company: Air France-KLM Group
November 8, 2012

Research papers

The longest day

Corporate (social) responsibility is high on the agenda of almost every national and international company. But little is understood about what it does to a brand or how a brand should deal with it. Although the benefits and opportunities, both for...

Catalogue: Congress 2009: Leading The Way
Authors: Micheal Friedman, Tom De Ruyck, Annelies Verhaeghe
Company: InSites Consulting
September 22, 2009

Research papers

Synergizing natural and research communities

Research panels are under pressure: response rates are in decline. By using methods like 'social media netnography' researchers can dig into an online source of textual and visual information to answer research questions, and get answers for unasked...

Catalogue: Online Research 2010: E-Universe
Authors: Carel Vereijken, Stephan Ludwig, Tom De Ruyck, Annelies Verhaeghe
Companies: InSites Consulting, Danone
October 19, 2010

Research papers

Exploring the world of water

Danone undertook a rigorous scientific study of the use of water in daily life with an eye to identifying the perceived consumer benefits of water consumption in general. The study needed to demonstrate that water can bring real benefits to consumers...

Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Tom De Ruyck, Michel Rogeaux, Annelies Verhaeghe
Companies: InSites Consulting, Danone
September 15, 2010

Research papers


The drive for - insights into action - in companies has empowered workers/employees to co-create plans into real "action" every single day. In order to do that within our organisation, we created an interactive platform: the "Activation Studio". The...

Catalogue: Asia Pacific 2016: Get Connected!
Author: Tom De Ruyck
Company: InSites Consulting
May 19, 2016

Research papers

Together we build the future

The goal of this paper is to draw a blueprint for an enhanced and holistic approach on online community research. Both researchers and clients will cede control to participants and make use of new web technologies, in the different phases of the...

Catalogue: Qualitative 2008: Consumer Choice
Authors: Niels Schillewaert, Jo Caudron, Tom De Ruyck
Company: InSites Consulting
November 20, 2008