Consumer insights inspire the nightlife experience of tomorrow

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Consumer insights inspire the nightlife experience of tomorrow: a Heineken case, presented by Daniel Teixeira at the Best of ESOMAR in Milan (IT) on Thursday October 17, 2013.

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Consumer insights inspire the nightlife experience of tomorrow

  1. 1. Consumer insights inspire the nightlife experience of tomorrow Daniel Teixeira Research Manager, InSites Consulting
  2. 2. The historical legacy behind Heineken’s design credence is what led the brand to pursue its progressive roots and encourage emerging designers
  3. 3. Challenges 1 Involve young designers in a vision on the future? 2 Facilitate co-creation among the design team? 3 Engage trendy clubbers from all over the world? 4 Report findings to designers and select ideas?
  4. 4. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers
  5. 5. Crowdsourcing emerging designers via social media
  6. 6. Making the final selection on Pecha Kucha nights in Milan, New York, Sao Paulo & Tokyo
  7. 7. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Facilitate co-creation among the design team
  8. 8. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Facilitate co-creation among the design team Connect with clubbers and understand their journey
  9. 9. Online Research Community Consumer Consulting Board
  10. 10. Understanding the journey of clubbers 120 PARTICIPANTS 20 COUNTRIES Clubbing design-savvy Heineken
  11. 11. The Heineken concept club community Clubbing experience Role of clubbing Review of the nightlife experience Ideal experience
  12. 12. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Facilitate co-creation among the design team Connect with clubbers and understand their journey Report the findings to the designers & select the ideas
  13. 13. Connecting Discovering Getting a drink Dancing Cooling down Ending the night
  14. 14. The layout takes a cue from the nightlife journey of clubbers
  15. 15. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Facilitate co-creation among the design team Connect with clubbers and understand their journey Report the findings to the designers & select the ideas The result?
  16. 16. Great staff member are critical in shaping my night, they are the face of the club. They should fit the identity of the place and radiate positive energy, most of the time this isn’t the case.
  17. 17. The staff is dressed in vibrant futuristic outfits, in line with the ‘Changing perspectives’ theme of the club.
  18. 18. It is so frustrating not to be noticed by the bartender! I’m clearly trying to get his attention, however others are being served before me.
  19. 19. The bar is interactive and allows you to order a beer, it even keeps track of who is next in line.
  20. 20. For me dancing is a great way to release my energy and to loose my inhibitions; it would be great if there was enough space to really go wild!
  21. 21. Leave your drink on the numbered shelf and go crazy on the dance floor.
  22. 22. When we head home, we cherish the great moments we had. It would be amazing if there was some kind of way to remember the night and share it.
  23. 23. Clubbers are invited to express their thoughts on an origami-shaped wall.
  24. 24. Instant pictures provide you with a tangible memory to take home.
  25. 25. It’s awful when we get kicked out when the club closes! The least they could do is check up on us to make sure we had a great night, are in need for a last drink or a cab.
  26. 26. When it’s time to move on, a friendly concierge will guide clubbers onwards, giving directions and arranging cabs home.
  27. 27. Challenges 1 Involve young designers in a vision on the future? 2 Facilitate co-creation among the design team? 3 Engage trendy clubbers from all over the world? 4 Report findings to designers and select ideas?
  28. 28. Market research works for creative professions Let’s be creative in research communication The Heineken Concept Club http://be.linkedin.com/in/danteixeira Daniel.Teixeira@insites.eu

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