Designing Relevance, Nokia and Face Open Innovation project @ Esomar Berlin

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How can a brand secure relevance in a changing market place? This case study goes into detail about Face's work with Nokia as part of their Relevance Program.

The paper shows how a complex organization can respond to the challenges of rapid exponential change through open and agile approaches like co-creation, crowd-sourcing, social media analysis and online research communities.

Francesco D’Orazio (FACE) and Tom Crawford (Nokia) presented "Designing relevance - How open and agile research methodologies can help complex organizations respond to change and stay relevant" at the Esomar Online Research conference in Berlin, October 2010.

Francesco also presented this at the Esomar On-Line Research:The Evolution Continues conference in Milan.

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Designing Relevance, Nokia and Face Open Innovation project @ Esomar Berlin

  1. COMPANY LOGO DESIGNING
RELEVANCE
 How
Open
and
Agile
research
methodologies
can
help
 complex
organizaAons
stay
relevant
 Francesco
D’Orazio,
Research
Director,
Head
of
Social
Media,
FACE
@abc3d
 Tom
Crawford
Head
of
ConcepCng
and
PorFolio
(CA&I),
Nokia



  2. We
had
a
challenge
on
our
hands:

 to
regain
thought
leadership
in
North
America

  3. Envision
the
future
of
mobile
experiences
 and
develop
soluAons
for
emerging
 behaviours

  4. Watch
out
for
the
 Failures
of
ImaginaAon
 “We can never learn the internal constitution of heavenly bodies. I regard this order of facts as forever excluded from our recognition.” Auguste Comte, 1853
  5. Watch
out
for
the
 Failures
of
Nerve
 “Flight by machines heavier than air is unpractical and insignificant, if not utterly impossible.” Simon Newcomb, 1903
  6. “Gilbert
Rhode
banishes
buPons, 
 pockets,
collars,
Ces.
The
man
of 
 the
next
century
will
revolt
against 
 shaving
and
wear
a
beauCful 
 beard,
says
the
designer
of
boilers, 
 pianos,
clocks,
and
metal
furniture. 
 His
hat
will
be
an
an
antennae
‐ 
 snatching
radio
out
of
the
ether. 
 His
socks
disposable,
his
suit
minus 
 Ce
collar
and
buPons.”
 Vogue,
February
1939 

  7. “It’s
impossible
to
predict
the
 future
and
all
aPempts
to
do
so
in 
 any
detail
will
appear
ludicrous 
 within
a
very
few
years”

  8. The
job
of
the
futurist
is
about 
 “defining
the
boundaries
within 
 which
possible
futures
must
lie”
 Arthur
C.
Clarke
1962 

  9. from
CreaAon
to
Emergence:
innovaAon
as
 organic
invenAon
as
opposed
to
creaAon

  10. A
Behavioural
approach
to
concepAng
 PorKolio
 IdenAfy
soluAon
 ConcepAng
 development
&
 opportuniAes
 support
 
 validaAon
(+2
/
+3) 
 Dynamic
 development
of
 TargeAng
&
 SoluAon
program
 consumer
 posiAoning
 support 
 relaAonships
 

  11. Nokia
SoluAons 
 A
cross
funcConal
approach
and
a
new
organisaCon
in
2009

 (MarkeCng,
Design,
Finance,
consumer,
business) 
 Rhys
(design)
 Jason
(UX)
 Marco
(design)
 Michiel
(markets)
 Kiki
(UX)
 Anna
(design)
 Anthony
(finance)
 Suzanna
(strategy)
 Tom
(consumer)
 Mika
(markets)
 Sco
(partnerships)
 JusAn
(team
lead)

  12. Open
Up:
involve
consumers
early
in
the
process 
 and
allow
ideas
to
come
from
anywhere 

  13. Start
broad
and
funnel
down:

 turning
the
research
process
on
its
head

  14. Boom
Up
is
Not
Enough
 The
Co‐
in
Co‐creaAon: 
 consumers, 
 stakeholders,
experts, 
 researchers,
planners

  15. Allow
Group
Thinking
as
 well
as
Individual
Thinking

  16. Use
storytelling
and
scenarios
to
make
 the
process
experienAal
and
immersive

  17. Cross
Over:
mirror
the
engagement
 dynamics
of
a
post‐digital
ecosystem

  18. Embed
rapid
prototyping
in
the
process
 to
make
it
playful
and
generaAve

  19. Research
Design
|
Approach
 Mobile
UX
 Themes
+
 Consumer
 Opportunity
 Territories
 Social
Media
 Analysis
+
 Expert
 Workshop
 July 2009 November Download
  20. Research
Design
|
Approach
 Mobile
UX
 Consumers
 Themes
+
 needs
+
 Consumer
 definiCon
of
 Opportunity
 relevance
 Territories
 Face‐to‐face
 Social
Media
 Immersion
+
 Analysis
+
 Research
 Expert
 Community
 Workshop
 July 2009 November Download Explore
  21. Research
Design
|
Approach
 Mobile
UX
 Consumers
 Grounding
of
 Themes
+
 needs
+
 Needs
+
 Consumer
 definiCon
of
 Seed
Ideas
/

 Opportunity
 relevance
 clustering
 Territories
 Face‐to‐face
 Extended
 Social
Media
 Immersion
+
 research
 Analysis
+
 Research
 community
+
 Expert
 Community
 Crowdsourcing
 
 Workshop
 July 2009 November Download Explore Create
  22. Research
Design
|
Approach
 Mobile
UX
 Consumers
 Grounding
of
 Themes
+
 needs
+
 Needs
+
 Best
Ideas
 Consumer
 definiCon
of
 Seed
Ideas
/

 craeed
into
 Opportunity
 relevance
 clustering
 proposiCons
 Territories
 Face‐to‐face
 Extended
 Co‐creaCon
 Social
Media
 Immersion
+
 research
 Workshop
+
 Analysis
+
 Research
 community
+
 Stakeholders
 Expert
 Community
 Crowdsourcing
 
 Workshop
 Workshop
 July 2009 November Download Explore Create Craft
  23. Research
Design
|
Approach
 Mobile
UX
 Consumers
 Grounding
of
 Themes
+
 needs
+
 Needs
+
 Best
Ideas
 Consumer
 Assess
 definiCon
of
 Seed
Ideas
/

 craeed
into
 appeal
and
 Opportunity
 relevance
 clustering
 proposiCons
 targets
+
 Territories
 business
 Face‐to‐face
 Extended
 Co‐creaCon
 case
 Social
Media
 Immersion
+
 research
 Workshop
+
 Analysis
+
 Research
 community
+
 Stakeholders
 Discussion
 Expert
 Community
 Crowdsourcing
 
 Workshop
 Groups
 Workshop
 July 2009 November Download Explore Create Craft Validate
  24. Personal
Social
Wisdom
 information arranged around me (personal), harvested from the crowd (social), in real-time, when I need it, where I need it & how I need it (wisdom) 

  25. Apple
Focus
on
the
1

  26. Facebook
and
other
social
 media
giants
focus
on
the
150+

  27. We
can
help
people
finding
meaning
 and
value
in
the
torrent
of
social
media

  28. We
focus
on
the
most
important
people
 in
your
life
as
a
lens
to
see
the
world

  29. Thank
you
for
listening
 Francesco
D’Orazio
Research
Director,
Face
@abc3d
–
francesco@facegroup.co.uk
 Tom
Crawford
Head
of
ConcepAng
and
PorKolio
(CA&I),
Nokia



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