Jonne van WijngaardenNew Business Development Controller@ PhilipsFocus on Finance, IT and a little bit ofmarket researchSl...
Philips tries to simplify healthcare throughcombining unique clinical expertise with human insightsto develop innovations ...
Thomas TrochDedicated Community Manager@ InSites ConsultingFocus on co-creation, design research andservice designSleeping...
Sleep has been identifiedContextas one of the key marketsand innovation opportunities for Philips.
3 month project launched to assessAssignmentsleep market in Asia Pacific region.Objective was assess market potentialand a...
Market size and opportunitiesQuick scanin China, India and Japan assessed via desk research.Decision to zoom in on China o...
How to build unique insights aboutChallengesChinese sleeping behavioursand the Chinese sleep market,that go beyond already...
How to dealChallengeswith the Chinese language?
How to dealChallengeswith a cycle time of only 9 weeksbetween initial phone call and reporting?
An online research community in ChinaSolutionallows Philips to connect with the cultureover a longer period in time.
Solution   Sleep Well Community                                      EXPLORE                                            RE...
Solution   Sleep Well Community                  HEALTH AND WELL-BEING                  IN CHINA                          ...
Crowd interpretation   Co-researchers challenge our analysis.
Co-rearchers challenge our analysis.Crowd interpretation- Explaining findings we don’t fully understand
Co-rearchers challenge our analysis.Crowd interpretation- Explaining findings we don’t fully understand- Illustrating find...
Co-rearchers challenge our analysis.Crowd interpretation- Explaining findings we don’t fully understand- Illustrating find...
Crowd interpretation   Example
Result Confirmation of market potential in China justifiedfurther work on product positioning and concept testing.InSites ...
“[…]Last but not the least, I would like to  say thank you Philips organized such a   positive community for all of us and...
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

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Philips Sleep Well community - Exploring business opportunities in China

  1. 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. 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. 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. 4. Sleep has been identifiedContextas one of the key marketsand innovation opportunities for Philips.
  5. 5. 3 month project launched to assessAssignmentsleep market in Asia Pacific region.Objective was assess market potentialand advise on go-to-market.
  6. 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. 7. How to build unique insights aboutChallengesChinese sleeping behavioursand the Chinese sleep market,that go beyond already available quantitative insights.
  8. 8. How to dealChallengeswith the Chinese language?
  9. 9. How to dealChallengeswith a cycle time of only 9 weeksbetween initial phone call and reporting?
  10. 10. An online research community in ChinaSolutionallows Philips to connect with the cultureover a longer period in time.
  11. 11. Solution Sleep Well Community EXPLORE REVIEW PARTICIPANTS SOLUTION wEEK CONNECTION CO-RESEACHERS UNIQUE VIEW ON THE LIFE OF THE TARGET GROUP
  12. 12. Solution Sleep Well Community HEALTH AND WELL-BEING IN CHINA SLEEPING HABITS SLEEPING PROBLEMS REVIEW SOLUTIONS PHILIPS BRAND AND SOLUTIONS COMMUNITY FUNNEL
  13. 13. Crowd interpretation Co-researchers challenge our analysis.
  14. 14. Co-rearchers challenge our analysis.Crowd interpretation- Explaining findings we don’t fully understand
  15. 15. Co-rearchers challenge our analysis.Crowd interpretation- Explaining findings we don’t fully understand- Illustrating findings with personal examples
  16. 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. 17. Crowd interpretation Example
  18. 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. 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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