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Running Market Research Online Communities in Asian Markets - APAC Esomar Conference - Direction First and InSites Consulting
 

Running Market Research Online Communities in Asian Markets - APAC Esomar Conference - Direction First and InSites Consulting

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APAC Esomar Conference - Learn how to run Market Research Online Communities in Asian Markets with Direction First and InSites Consulting

APAC Esomar Conference - Learn how to run Market Research Online Communities in Asian Markets with Direction First and InSites Consulting

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    Running Market Research Online Communities in Asian Markets - APAC Esomar Conference - Direction First and InSites Consulting Running Market Research Online Communities in Asian Markets - APAC Esomar Conference - Direction First and InSites Consulting Presentation Transcript

    • in Asia Collaborating with consumers Tom De Ruyck Erica Van Lieven
    • @tomderuyck @erica_dfirst Half of the Top 10 emerging markets lie in Asia
    • @tomderuyck @erica_dfirst 5/10 emerging economies lie in Asia
    • Half of the world’s internet population lives in Asia @tomderuyck @erica_dfirst
    • @tomderuyck @erica_dfirst 45% of internet users from Asia
    • @tomderuyck @erica_dfirst The majority of the social media users is connected to brands
    • @tomderuyck @erica_dfirst 6/10 social network users are connected to brands
    • Asian consumers don’t like co-creation & collaboration with brands that much @tomderuyck @erica_dfirst
    • @tomderuyck @erica_dfirst 9/10 consumers want to collaborate with them
    • @tomderuyck @erica_dfirst
    • COMMUNITIES RESEARCH 4 INGREDIENTS @tomderuyck @erica_dfirst
    • @tomderuyck @erica_dfirst
    • Evaluation of the IKEA catalogue 2013 @tomderuyck @erica_dfirst
    • From offline focus groups to online communities #5 reasons @tomderuyck @erica_dfirst
    • @tomderuyck @erica_dfirst #1 Snapshot of Reality
    • @tomderuyck @erica_dfirst #2 Standard evaluation tools #1 Snapshot of Reality
    • Customers Potential customers Lapsed customers N=50-150 @tomderuyck @erica_dfirst #3 Limited range of participants #2 Standard evaluation tools #1 Snapshot of Reality
    • USA GE P L IT CH #4 Quality inconsistency #3 Limited range of participants #2 Standard evaluation tools #1 Snapshot of Reality @tomderuyck @erica_dfirst
    • #5 Internal stakeholders not involved #4 Quality inconsistency #3 Limited range of participants #2 Standard evaluation tools #1 Snapshot of Reality @tomderuyck @erica_dfirst
    • @tomderuyck @erica_dfirst
    • Understanding the urban parent Understanding the urban parent @tomderuyck @erica_dfirst
    • @tomderuyck @erica_dfirst Smaller (mobile) screens lead to less engaged participants
    • @tomderuyck @erica_dfirst
    • @tomderuyck @erica_dfirst
    • @tomderuyck @erica_dfirst Evaluating Package Innovations
    • @tomderuyck @erica_dfirst
    • @tomderuyck @erica_dfirst The role of the moderator is more important in Asian markets
    • Adapt your approach when managing communities in Asia Motivations Topics & challenges Moderator role @tomderuyck @erica_dfirst
    • @tomderuyck @erica_dfirst
    • Identifying Sleeping problems @tomderuyck @erica_dfirst
    • Sleep Well Community wEEK CONNECTION SLEEPING HABITS HEALTH AND WELL-BEING IN CHINA SLEEPING PROBLEMS REVIEW SOLUTIONS PHILIPS BRAND AND SOLUTIONS @tomderuyck @erica_dfirst
    • @tomderuyck @erica_dfirst Technique Consumers as culture experts
    • @tomderuyck @erica_dfirst 360° view of the Catalogue Relevant product innovations Brand positioning in a new market Fine-tuned packaging concepts
    • 4 takeaways when managing communities in Asia Holistic view – More # & diversity Mobile – Contextual & personal information Local by default Use co-researchers for sensitive topics @tomderuyck @erica_dfirst
    • THANK YOU! Questions? linkedin.com/in/tomderuyck @tomderuyck tom@insites-consulting.com Tom De Ruyck (InSites Consulting) Managing Partner & Head of Consumer Consulting Boards linkedin.com/in/ericavanlieven @erica_dfirst erica.vanlieven@directionfirst.com Erica Van Lieven (Direction First) Managing Director