Stijn Poffé

Stijn Poffé
  • Title: Business Director
  • Company: InSites Consulting

ABOUT STIJN

Stijn joined InSites Consulting Belgium in 2011 as a research consultant, responsible for clients including Ferrero, Danone and AB InBev. He has since built extensive cross-sector and methodological experience, with a focus on FMCG and retail. In 2018, Stijn moved to InSites Consulting Australia to lead one of the consultant teams, where he currently focuses on clients including Pfizer, Arnott’s, Nestlé and Diageo.

Stijn loves to discover the ‘why’ behind consumer behaviour, but what he loves most is connecting the dots between research and marketing, and helping brands with their future growth. He loves to share this passion on stage and during guest lectures at universities and business schools all around the world.

On a personal note, Stijn could be described as a world explorer, car enthusiast, wannabe photographer and serious watch addict.

PRESENTATION:

HOW INTELLIGENT NAIVETY CAN BOOST INNOVATION

Co-Presenters: Erica Van Lieven

I’ve never been more convinced that diversity is essential for successful leadership in times of crisis.”

Lloyd W. Howell, Jr., CFO of a Fortune 500 company, summarises what we have all witnessed in the current climate: team diversity unlocks more and better ideas. This may explain why only 14% of companies succeed in accelerating growth and increasing profitability in downturns (Boston Consulting Group, 2019).

At a time when innovation is crucial, we will present the three key principles of the ideation process that many companies miss:

1. Consumer insights at the core: successful innovation is always based on a true consumer insight

2. Diversity breathes creativity: the key to success is sourcing the right people for the right ideas

3. Balancing divergence and convergence: aim for volume then select, prioritize and fine-tune your ideas.

We’ll uncover the power of creative crowdsourcing in generating exceptional ideas through local and global client cases, as well as our own COVID-19 research-on-research challenge. By briefing our 400,000-strong creative network, eÿeka, we set out to help brands prepare for the ‘new normal’ in May 2020, and create a better future in a post-COVID-19 world. We’ll demonstrate the power of intelligent naivety to solve innovation challenges under any circumstances.

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