Mobilizing Urban
Parents Around the
World
Marieke Koningen | Market Intelligence Manager Dorel Juvenile
Hi! I’m Marieke
Market Intelligence Manager
Dorel Juvenile

and these are
my kids
The story of the

longboardstroller
1/Challenge
2/Approach
3/Insights
4/Impact
Urbanization
is a trend we can’t beat
On a quest for
universal insights
Immerse into the world
of the Urban Parent
Inspire entire Quinny team
Understand daily challenges
Context: mobility
Online Research
Community
120 urban parents
7 cities
3 weeks
2900 posts
Challenge #1
Languages
London

Global generation
Attitude
Skills

Berlin

Seoul

New York
Tokyo

Kuala Lumpur
Sao Paulo
Challenge #2
Context
Engagement +65%
2x more visual feedback
Higher relevance
Challenge #3
Engagement

Thanks, Quinny... Now I can show
off the buggy to my other moms
out there and make them jealous
b...
From data to
universal insights
In-sight |’in.sit|
#1

My love for my city is so
big that I’m ready to take
up every challenge
accompanied with this
lifestyle
The City for Life Parent
Even with the problems that happen in
this huge city, we love to live here. It
has so many great ...
#2
Besides experiencing the
dynamics of city life, I
want my children to go
‘back to basic’ and not
forget about the authe...
2. Going back to basic
Starlitsky
My daughter loves being outside, so
much so that if she wants to go play
outside, she wi...
#3
The city can be quite
impersonal and I don’t
want my children to grow
up thinking there are no
people who care about
th...
3. The Modern Family
My parents encouraged me to leave the kids at
home with them as they love kids and would be
more than...
#4
Although we live in such a
big and sometimes
anonymous city, I really
want my children to feel
safe and at home in our
...
Bigmamabrown

4. Getting around
Routine trips are to the store, up
into town to meet friends, to baby
groups and group act...
And…Action!
Creating positive
disruption
Urban parents have many reasons for
loving the city life, but what reason do
parents mention ...
Impact:
Repositioning
the brand
SKILLS

From looks to
skills, from
me to we
ME

LOOKS

WE
New social
currency
New product
innovations
Prioritize product ideas
Guide internal discussions
The story of the

longboardstroller
Partner Studio Peter van Riet
Viral campaign
OVAM Eco Award PRO 2012
Thank you!
Questions?
Marieke koningConnected Anytime and Anywhere: Mobilizing Urban Parents Around the Worlden quinny presentation-baqmar
Marieke koningConnected Anytime and Anywhere: Mobilizing Urban Parents Around the Worlden quinny presentation-baqmar
Marieke koningConnected Anytime and Anywhere: Mobilizing Urban Parents Around the Worlden quinny presentation-baqmar
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Marieke koningConnected Anytime and Anywhere: Mobilizing Urban Parents Around the Worlden quinny presentation-baqmar

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by Marieke Koningen, Market Intelligence Manager, Dorel Europe, The Netherlands

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  • Welcome
  • Introduce ourselves (name, company, parent YES or NO, city)
  • We brought something with us from the office: a longboard strollerWho of you has heard about this new product before? It’s a big success, received a lot of attention in the media (trade press, news, social media)Today we are going to share the story behind the LongboardstrollerWe will tell you more about the challenge we faced as Quinny, what our approach was, the insights we got from the research and finally the impact of the case.
  • For those of you that don’t know the quinny brand. Quinny is a global manufacturer of baby strollers and pushchairsIn 2011, Dorel discovered that their flagship brands Quinny and Maxi-Cosi were cannibalizing one another to some extent. Recently they changed their strategy based on the Urbanization trend. This trend is based on growth in urban areas: Now more than half the world’s population lives in cities. By 2030 this number will increase to almost 5 billion, with urban growth concentrated in Africa and Asia. As an answer to the urbanization trend, Quinny developed ‘The city is ours’ brand platform, with a strong focus on the parents living in the city
  • In order to support their global strategy, Quinny was on a quest for universal insights. The question was how to translate the slogan “the city is ours” into relevant product innovations on a global level as well as a brand activation strategy on a local level. To answer this question, we first needed to identify the similarities on a global level. These insights evoke the same ‘Aha, it’s me’ feeling among parents from different cultures around the globe.
  • Besides identifying these insights, we also wanted to immerse into their world. The goal was to inspire the entire Quinny team (from designers, marketers to sales and third party agencies) with their new target groupWe wanted to confront the team with the daily challenges that Urban Parents face And make our innovations and branding more relevant in the context of mobilityThat’s when we called InSites. They helped us in this challenge (From Marieke, to Anouk)
  • Yes, and we were very excited about this global project. To start with, an online research community was chosen as the backbone of this research projects. This method:It connects participants from all over the world on an online closed platform, crossing boundaries of space and timeIt enables participation in a flexible and asynchronous way matching the parents’ busy schedules.It empowers participants to share tips and tricks on parenting, creating an inspiring learning environment, We invited over 120 urban parents from over 7 big cities in the world to collaborate with us for 3 weeks. In the end they generated over 2900 posts, great result. While this solution brought us key benefits, we also were facing 3 major challenges.
  • The first challenge was the language. Inviting parents from 7 cities, like you see here, resulted in a global community in English. Normally, we set up communities in local languagesBecause the goal here was to identify universal insights (not so much cultural differences), we combined all cultures on one platform. And because the parents are part of the global generations, we knew they are perfectly capable of expressing themselves in EnglishWe added a language test in the screener survey just to be sure. Finally, these were the ones that were open to learn from other cultures. The global aspect, as we will discuss in more detail later, is what really attracted these urban parents and it made it a very interesting and rich learning experience as well.
  • Next to the language challenge, we needed to make sure we were getting the insights in their daily lives and mobility routines, almost like an ethnographic study. That’s why we enabled them to use amobile community application. This is actually a dual screen app, meaning that members use both desktop and mobile connection for all activities. The app enabled members to better perform offline tasks (for example, sharing hot spots in the city)The mobile community turned out tobegreat hit, resulting in 433 photos. Extra analyses on thismethodshowedus 3 things:1. mobile users were more engaged, contributed 65% more posts2. the contributionsthatthey made contained 2x more visualsanduse half the number of words3. The photos shared by mobile weremuch more relevant, andtagged most oftencomparedtophotos shared through the desktop. Especiallyforcategoriesmobilitysolutionsandfavoriteproducts. These results show that a mobile component is of crucial importance to fully understand the user group and uncover unique and fresh insights.
  • There is more to building engagement than mere tools like the mobile app. This brings me to the 3rd challenge: engagement. We needed to keep parents engaged for 3 weeks, so we prepared a cocktail of engagement.Some examples of what was in our cocktail are: 1. Fun facts. Tomotivate members to keep on sharing their opinions, parents could unlock fun facts about Quinny by participating in our challenges 2. Showing impact: To show the impact theyhave on the brand, we gave members feedback and a sneak peek behind the scenes at Quinny3. Incentives:We rewarded the members with vouchers and on-topic incentive, book with parenting tips. 4. Recognition:Give recognition to the “top 30 Urban Parents” by sending out a quinny stroller to 30 active members and test it. Call it Quinny Casters
  • By keeping the parents engaged long-term with the community, we obtained rich and contextual data. Now we needed to turn that data into universal insights that connect the urban parents from the 7 cities. What is it exactly? As a qualitative researcher, let me explain this with a formulaThe first basic aspect is ‘relevance’ andcalls for familiarity (‘It’s me’), sometimes to the extent that you may even learn things about yourself that you were not aware of before. Secondly, it includes an‘Aha’ experience: a combination of surprise and something familiar, referring to something which was implicit all that time. Thirdly, it should have an ‘emotional valence’. It can be a friction or problem that consumers want to solve. These three components make up the magic formula for an insight. The better the insight, the higher the business potential. We found 6 insights. We can share a tip of the iceberg for 4 insights with you today.
  • First insight is about the love they have for their city. Read insight Urban parents embrace the city with its positive and negative aspects. They are used to the city life and can’t imagine living outside the city.This very positive attitude towards life and living in the city was used by Quinny to create positive communication messages that we will see later on.
  • Here you can see a story Clarissa told us about living in Sao Paulo. Although there are some problems with living in a large city, she appreciates the cultural and business spirit she can find in the cityAll the opportunities available make her able to take on challenges she might face in the city.
  • Secondinsight is about their need to go back to basic. Read insight This is about the popularity of digital entertainment and the realization that children raised in the city lack the experience of nature around them.Urban Parents want to create the perfect place to raise their children and therefore take their children outside as much as possible. When they become parents, they start looking at the city from a whole new perspective and discover the city’s small and unique places of nature that are free of charge, provide fresh air and offer valuable playtime for their children.
  • Starlinsky here makes sure to get her daughter outdoors as much as possible, because she also likes to go outside. These can be very low-key out doors activities like sitting in the grass or going to a playground. Most popular places in the city are parks and playgrounds.
  • The thirdinsight is about the importance of the extended family. Read insight Even though many Urban Parents don’t have family or relatives close-by, they still value them enormously. They try to involve their extended family as much as possible. Communicating digitally through face-time or Skype plays an important role, as well as making trips to parents and grandparents.
  • Supersavvy explains here that her parents, take an active role as grandparents. They realize how busy city life can be and want to keep close relations with their family. For Sontschi it is a different story. Her parents are not near and her little one has mostly digital contact with her grandparents.
  • The fourthinsight is about their neighborhood. Read insight When urban citizens become parents, they feel the need for a community, for belonging in the big anonymous city. They start small villagesin the city they live in, with the people they feel connected with, consisting of the places they visit and routes they walk. Their radius to travel within the city is seriously limited and parents prefer to visit local facilities, like supermarkets, cafes, libraries and other shops.
  • Bigmamabrown explains that she likes to use the stroller while making daily trips in her area. She actively searches for play groups in her neighborhood that both she and her daughter like.
  • These insights where of course not the final step in our journey with Quinny. To create a mind shift in the organization, we need to use a staged approach First we engaged the stakeholders with their new target group (who are they, what are daily challenges), then we inspired them with eye-openers through our presentations, and then we translated these insights into actions together in our workshopsLet me give some examples of how we creating the engagement with their new target group.
  • One example is the Urban Parents Game. We invited different teams to play and test their knowledge of this target group. Let me see if you already know the target group a bit betterRead Question / Answers.  right answer is CAfter you get instant feedback why it’s C. This way, the people at dorel were confronted with their own knowledge gaps, creating a feeling of positive disruption.In the end, 60 people played the game!Another way we creating engagement, is by sharing a movie about the project.
  • I bet you are wondering what the impact was of these insights and the immersion experience.Next, Marieke will take us through some of the results.
  • Let’s go back to the initial management objective: Reposition the brand towards city lifestyle and create relevant solutions for the Urban Parent. Here you see an old print ad, and a new one. They perfectly illustrate the new positioning of our brand. Which one do you think is new? Left or right? Why?
  • The right one is the new one! We learned that the brand needed to shift towards a more social context, taking into account the modern and extended family. The focus should be on the child and the parent(s), not the looks of the mother.Furthermore, the brand’s focus shifted from fashion, emphasizing how the mother looks (check out the high heels she is wearing), to more creativity and skills that parents need to live in the city
  • Next to this new communication campaign, the insights are also used to fuel their social media campaigns. The community discussions revealed interesting conversation starters, giving Quinny new social currency to start the conversation with their customers.
  • Next to the innovations on branding and communication, Quinny already has taken some first steps to innovate their products as well. The community helped us to better prioritize product ideas on relevance. Besides this, it also helped us to guide internal discussions. For exmaple, one about the size of the shopping basked. One of the things we found out is that parents that live in the city often use their stroller for grocery shopping. Quinny’s shopping baskets where always rather small. Therefore, a project is now initiated to redesign the solutions so they are much more suitable for grocery shopping with a child.
  • Next to the product features, new product developments were also made in the fuzzy front end. An important development that was triggered by the insight of city villages & limited mobility is the innovation experiment of the “Longboard Stroller”. The product development team learned that Urban Parents feel limited in the distance they can cover in the city compared to their life before kids. This insight made the design team realize the daily struggle of the Urban Parent and decided to rework a previously designed stroller conceptQuinny teamed up with Studio Peter van Riet to bring this to a higher level. They developed a prototype and launched it in the media. As a result, the concept received a lot of coverage in the media; the Facebook page went viral and resulted in 6,500 friends in just a few months, without any advertising. The new product also featured in various newspapers and TV shows. The innovation project won the OVAM Eco Award PRO 2012 as well. This example shows how the voice of the consumer can inspire the product development team and make product innovation more relevant.
  • Here’s a video to see the product in action!
  • This case study shows how to connect with a global generation like the Urban Parents. The next step is to continue building on Quinny’s branded universe around the identified clusters of insights, to enable localizations on the brand, product and activation level.
  • Introduce ourselves (name, company, parent YES or NO, city)
  • Marieke koningConnected Anytime and Anywhere: Mobilizing Urban Parents Around the Worlden quinny presentation-baqmar

    1. 1. Mobilizing Urban Parents Around the World Marieke Koningen | Market Intelligence Manager Dorel Juvenile
    2. 2. Hi! I’m Marieke Market Intelligence Manager Dorel Juvenile and these are my kids
    3. 3. The story of the longboardstroller 1/Challenge 2/Approach 3/Insights 4/Impact
    4. 4. Urbanization is a trend we can’t beat
    5. 5. On a quest for universal insights
    6. 6. Immerse into the world of the Urban Parent Inspire entire Quinny team Understand daily challenges Context: mobility
    7. 7. Online Research Community 120 urban parents 7 cities 3 weeks 2900 posts
    8. 8. Challenge #1 Languages London Global generation Attitude Skills Berlin Seoul New York Tokyo Kuala Lumpur Sao Paulo
    9. 9. Challenge #2 Context Engagement +65% 2x more visual feedback Higher relevance
    10. 10. Challenge #3 Engagement Thanks, Quinny... Now I can show off the buggy to my other moms out there and make them jealous because this buggy is not available in Malaysia and I OWN it...Yeay! By Asyikin, Kuala Lumpur
    11. 11. From data to universal insights In-sight |’in.sit|
    12. 12. #1 My love for my city is so big that I’m ready to take up every challenge accompanied with this lifestyle
    13. 13. The City for Life Parent Even with the problems that happen in this huge city, we love to live here. It has so many great restaurants, lots of theatres, shopping malls, parks, the cultural life is very nice here. SP is also the financial capital of the country so lots of business happen here. Changing experience with people around the world will help me and my family to deal with bad stuff that SP has, making our life more enjoyable. Clarissa
    14. 14. #2 Besides experiencing the dynamics of city life, I want my children to go ‘back to basic’ and not forget about the authentic things in life such as nature
    15. 15. 2. Going back to basic Starlitsky My daughter loves being outside, so much so that if she wants to go play outside, she will get her shoes and have me put them on and the get my shoes and try to put them on for me. So whether she is just sitting in the grass exploring or getting to run around on a playground she just loves being outside.
    16. 16. #3 The city can be quite impersonal and I don’t want my children to grow up thinking there are no people who care about them”
    17. 17. 3. The Modern Family My parents encouraged me to leave the kids at home with them as they love kids and would be more than happy to look after them. It is important in our family that we see the children grow up and they do not spend hours being looked after in a daycare center or a babysitter. We love to keep the ties with the children tight in the family. Supersavvy Sontschi Our families don’t live in Berlin. We Skype regularly with them. My 15month old daughter starts to realize, that her grandparents talk to her through the iPhone or tablet and she loves it. She waves her hand to them and talks something in her baby language.
    18. 18. #4 Although we live in such a big and sometimes anonymous city, I really want my children to feel safe and at home in our own neighborhood
    19. 19. Bigmamabrown 4. Getting around Routine trips are to the store, up into town to meet friends, to baby groups and group activities. If we’re staying local, we use the stroller because Iz LOVES to face out and stare at people as we pass, nosy little biddy.*lol*. We have regular play groups in our area, they’re very important for her socialization and for my sanity! Some of them have music and singing, all of them have friends for her to play with, and we love them.
    20. 20. And…Action!
    21. 21. Creating positive disruption Urban parents have many reasons for loving the city life, but what reason do parents mention most often when talking about why they like the city? A. Good schooling B. Wide offer of activities C. Many opportunities
    22. 22. Impact: Repositioning the brand
    23. 23. SKILLS From looks to skills, from me to we ME LOOKS WE
    24. 24. New social currency
    25. 25. New product innovations Prioritize product ideas Guide internal discussions
    26. 26. The story of the longboardstroller Partner Studio Peter van Riet Viral campaign OVAM Eco Award PRO 2012
    27. 27. Thank you! Questions?

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