Five years ago, One Inch Whale started with the belief that better decisions start with deeper understanding. That belief was only reinforced when Dieter Deceuninck took the floor at our anniversary event.
As Europe Head of Strategy, Insights & Analytics at Danone, Dieter works at the intersection of what’s happening now, and what should happen next. According to him, the game is changing fast: chasing volume is no longer enough. Brands are expected to grow through meaningful differentiation and consistent relevance. They need to dig deeper, drive action and operate at scale. Innovations must rotate well.
The key to navigating all that are insights, but not in the form of dashboards or data dumps. With only 5 to 10% of global data actually being analysed - and 71% of CMOs still stuck on functional benefits - the real challenge isn’t data. It’s what you do with it. Or as Dieter put it:
“It’s not about having more data. It’s about turning it into something that drives decisions.”
There should be a shift in the role of research, from observer to strategist. From collecting feedback to fueling growth platforms.
Dieter’s message was clear: insights should go deeper, spark action and scale across the business. That’s where they become a true competitive edge.
In other words: if the future belongs to the bold, insights will need to lead the way.
Curious how insights can fuel smarter growth for your brand?
At One Inch Whale, we help brands move beyond data overload towards insight that truly matters. Insight that’s sharp, scalable and strategically aligned with where you want to go.
Whether you're looking to unlock relevance in a crowded market, strengthen your innovation pipeline or sharpen your brand positioning: let’s explore how we can help you get there.
