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Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
Philips Sleep Well community - Exploring business opportunities in China
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Philips Sleep Well community - Exploring business opportunities in China

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Presented at the InSites Consulting Communities Smartees in 2011

Presented at the InSites Consulting Communities Smartees in 2011

Published in: Health & Medicine, Business
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  • 1. Jonne van WijngaardenNew Business Development Controller@ PhilipsFocus on Finance, IT and a little bit ofmarket researchSleeping ID: When I go to bed I sleepimmediately. Always. However, when I wakeup in the morning it usually takes a shower,coffee and a 1 hr drive to work before I’mcompletely awake.
  • 2. Philips tries to simplify healthcare throughcombining unique clinical expertise with human insightsto develop innovations that ultimatelyhelp to improve the quality of people’s lives.
  • 3. Thomas TrochDedicated Community Manager@ InSites ConsultingFocus on co-creation, design research andservice designSleeping ID: Right before I go to bed, I like toread, check blogs or watch TV on iPhone oriPad with a drink. When I wake up in themiddle of the night, this is often because thesedevices aren’t very comfortable to sleep on…
  • 4. Sleep has been identifiedContextas one of the key marketsand innovation opportunities for Philips.
  • 5. 3 month project launched to assessAssignmentsleep market in Asia Pacific region.Objective was assess market potentialand advise on go-to-market.
  • 6. Market size and opportunitiesQuick scanin China, India and Japan assessed via desk research.Decision to zoom in on China opportunities in phase 2,with request to focus on building consumer insights.
  • 7. How to build unique insights aboutChallengesChinese sleeping behavioursand the Chinese sleep market,that go beyond already available quantitative insights.
  • 8. How to dealChallengeswith the Chinese language?
  • 9. How to dealChallengeswith a cycle time of only 9 weeksbetween initial phone call and reporting?
  • 10. An online research community in ChinaSolutionallows Philips to connect with the cultureover a longer period in time.
  • 11. Solution Sleep Well Community EXPLORE REVIEW PARTICIPANTS SOLUTION wEEK CONNECTION CO-RESEACHERS UNIQUE VIEW ON THE LIFE OF THE TARGET GROUP
  • 12. Solution Sleep Well Community HEALTH AND WELL-BEING IN CHINA SLEEPING HABITS SLEEPING PROBLEMS REVIEW SOLUTIONS PHILIPS BRAND AND SOLUTIONS COMMUNITY FUNNEL
  • 13. Crowd interpretation Co-researchers challenge our analysis.
  • 14. Co-rearchers challenge our analysis.Crowd interpretation- Explaining findings we don’t fully understand
  • 15. Co-rearchers challenge our analysis.Crowd interpretation- Explaining findings we don’t fully understand- Illustrating findings with personal examples
  • 16. Co-rearchers challenge our analysis.Crowd interpretation- Explaining findings we don’t fully understand- Illustrating findings with personal examples- Going beyond first impressions
  • 17. Crowd interpretation Example
  • 18. Result Confirmation of market potential in China justifiedfurther work on product positioning and concept testing.InSites approach proven to bevaluable marketing toolto build high quality qualitative insights in a limited timeframe.
  • 19. “[…]Last but not the least, I would like to say thank you Philips organized such a positive community for all of us and thank you everyone in this big family . You make me learn more and make me confident more. I am very happy andhonored to join this fantastic community.This is a really precious experience for me in my life how I can cure my sleeping or ” not. See you!

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