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 Stan...
USA GE
P
L
IT
CH
#4 Quality inconsistency
#3 Limited range of participants
#2 Standard evaluation tools
#1 Snapshot of Rea...
#5 Internal stakeholders not involved
#4 Quality inconsistency
#3 Limited range of participants
#2 Standard evaluation too...
@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_df...
@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
PHI...
@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-t...
4 takeaways when
managing communities
in Asia
Holistic view – More # & diversity
Mobile – Contextual & personal informatio...
THANK YOU!
Questions?
linkedin.com/in/tomderuyck
@tomderuyck
tom@insites-consulting.com
Tom De Ruyck (InSites Consulting)
...
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Collaborating with consumers in Asia at ESOMAR Asia Pacific

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Collaborating with consumers in Asia, presented at ESOMAR Asia Pacific on Tuesday May 13, 2014 by Tom De Ruyck (InSites Consulting) and Erica Van Lieven (Direction First) in Jakarta.

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Collaborating with consumers in Asia at ESOMAR Asia Pacific

  1. 1. in Asia Collaborating with consumers Tom De Ruyck Erica Van Lieven
  2. 2. @tomderuyck @erica_dfirst Half of the Top 10 emerging markets lie in Asia
  3. 3. @tomderuyck @erica_dfirst 5/10 emerging economies lie in Asia
  4. 4. Half of the world’s internet population lives in Asia @tomderuyck @erica_dfirst
  5. 5. @tomderuyck @erica_dfirst 45% of internet users from Asia
  6. 6. @tomderuyck @erica_dfirst The majority of the social media users is connected to brands
  7. 7. @tomderuyck @erica_dfirst 6/10 social network users are connected to brands
  8. 8. Asian consumers don’t like co-creation & collaboration with brands that much @tomderuyck @erica_dfirst
  9. 9. @tomderuyck @erica_dfirst 9/10 consumers want to collaborate with them
  10. 10. @tomderuyck @erica_dfirst
  11. 11. COMMUNITIES RESEARCH 4 INGREDIENTS @tomderuyck @erica_dfirst
  12. 12. @tomderuyck @erica_dfirst
  13. 13. Evaluation of the IKEA catalogue 2013 @tomderuyck @erica_dfirst
  14. 14. From offline focus groups to online communities #5 reasons @tomderuyck @erica_dfirst
  15. 15. @tomderuyck @erica_dfirst #1 Snapshot of Reality
  16. 16. @tomderuyck @erica_dfirst #2 Standard evaluation tools #1 Snapshot of Reality
  17. 17. Customers Potential customers Lapsed customers N=50-150 @tomderuyck @erica_dfirst #3 Limited range of participants #2 Standard evaluation tools #1 Snapshot of Reality
  18. 18. 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
  19. 19. #5 Internal stakeholders not involved #4 Quality inconsistency #3 Limited range of participants #2 Standard evaluation tools #1 Snapshot of Reality @tomderuyck @erica_dfirst
  20. 20. @tomderuyck @erica_dfirst
  21. 21. Understanding the urban parent Understanding the urban parent @tomderuyck @erica_dfirst
  22. 22. @tomderuyck @erica_dfirst Smaller (mobile) screens lead to less engaged participants
  23. 23. @tomderuyck @erica_dfirst
  24. 24. @tomderuyck @erica_dfirst
  25. 25. @tomderuyck @erica_dfirst Evaluating Package Innovations
  26. 26. @tomderuyck @erica_dfirst
  27. 27. @tomderuyck @erica_dfirst The role of the moderator is more important in Asian markets
  28. 28. Adapt your approach when managing communities in Asia Motivations Topics & challenges Moderator role @tomderuyck @erica_dfirst
  29. 29. @tomderuyck @erica_dfirst
  30. 30. Identifying Sleeping problems @tomderuyck @erica_dfirst
  31. 31. Sleep Well Community wEEK CONNECTION SLEEPING HABITS HEALTH AND WELL-BEING IN CHINA SLEEPING PROBLEMS REVIEW SOLUTIONS PHILIPS BRAND AND SOLUTIONS @tomderuyck @erica_dfirst
  32. 32. @tomderuyck @erica_dfirst Technique Consumers as culture experts
  33. 33. @tomderuyck @erica_dfirst 360° view of the Catalogue Relevant product innovations Brand positioning in a new market Fine-tuned packaging concepts
  34. 34. 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
  35. 35. 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
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