Consumer insights inspire the nightlife experience of tomorrow (by Tom De Ruyck)
 

Consumer insights inspire the nightlife experience of tomorrow (by Tom De Ruyck)

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Consumer insights inspire the nightlife experience of tomorrow (by Tom De Ruyck - InSites Consulting and Henk Eising - Heineken International), presented at the ESOMAR General Conference in Atlanta ...

Consumer insights inspire the nightlife experience of tomorrow (by Tom De Ruyck - InSites Consulting and Henk Eising - Heineken International), presented at the ESOMAR General Conference in Atlanta (US) on Monday September 10, 2012/

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Consumer insights inspire the nightlife experience of tomorrow (by Tom De Ruyck) Consumer insights inspire the nightlife experience of tomorrow (by Tom De Ruyck) Presentation Transcript

  • Consumerinsights inspirethe nightlifeexperience oftomorrow Tom De RuyckHead of Research Communities,InSites Consulting Henk EisingInternational Market Research Manager,Heineken International
  • The historical legacy behind Heineken’sdesign credence is what led the brandto pursue its progressive rootsand encourage emerging designers.@INSITES
  • @INSITES
  • Challenges 1 Involve consumers in a vision of the future? 2 Engage trendy clubbers from all over the world? 3 Report findings to designers for maximum impact? 4 Facilitate co-creation among the design team? 5 Select ideas and create consistency?@INSITES
  • How to create the club of tomorrow? Join forces with a multidisciplinary group of designers@INSITES
  • Crowdsourcing emerging designersvia social media@INSITES
  • Making the final selection on Pecha Kucha nightsin Milan, New York, Sao Paulo & Tokyo@INSITES
  • @INSITES
  • How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Connect with clubbers and understand their journey@INSITES
  • Understanding the journey of clubbers120 20 ClubbingPARTICIPANTS COUNTRIES design-savvy Heineken@INSITES
  • Online Research Community@INSITES
  • The Heineken concept club community Clubbing experience Role of clubbing Review of the nightlife experience Ideal experience@INSITES
  • How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Connect with clubbers and understand their journey Approach the nightlife experience as service design@INSITES
  • @INSITES
  • Connecting Discovering Getting a drink Dancing Cooling down Ending the night@INSITES
  • The layout takes a cue fromthe nightlife journey of clubbers
  • Join forces with a multidisciplinary group of designersConnect with clubbers and understand their journeyApproach the nightlife experience as service designThe result?
  • Great staffmember are criticalin shaping my night,they are the face ofthe club. Theyshould fit theidentity of the placeand radiatepositive energy,most of the time thisisn’t the case.@INSITES
  • The staff is dressed in vibrant futuristic outfits, in line with the ‘Changing perspectives’ theme of the club.@INSITES
  • It is so frustratingnot to be noticedby the bartender!I’m clearly trying toget his attention,however others arebeing served beforeme.@INSITES
  • The bar is interactive andallows you to order a beer, it evenkeeps track of who is next in line.@INSITES
  • @INSITES
  • I like having aunique drink thathas a story to tell.This experienceemphasizes theidentity andauthenticity of theclub and providesme with anexclusive storyworth sharing.@INSITES
  • The limited edition bottle alters it’s appearanceunder different types of light and is accompaniedby origami serving trays and openers.@INSITES
  • For me dancing is agreat way torelease my energyand to loose myinhibitions; it wouldbe great if there wasenough space toreally go wild!@INSITES
  • Leave your drink on the numbered shelfand go crazy on the dance floor.
  • When we headhome, we cherishthe great momentswe had. It would beamazing if therewas some kind ofway to rememberthe night andshare it.@INSITES
  • Clubbers are invited to express their thoughtson an origami-shaped wall.@INSITES
  • Instant pictures provide you with a tangible memory to take home.@INSITES
  • It’s awful when weget kicked outwhen the clubcloses! The leastthey could do ischeck up on us tomake sure we had agreat night, are inneed for a last drinkor a cab.@INSITES
  • When it’s time to move on, a friendly concierge will guide clubbers onwards, giving directions and arranging cabs home.@INSITES
  • Challenges 1 Involve consumers in a vision of the future? 2 Engage trendy clubbers from all over the world? 3 Report findings to designers for maximum impact? 4 Facilitate co-creation among the design team? 5 Select ideas and create consistency?@INSITES
  • @INSITES
  • Market research works for creative professions Let’s be creative in research communication The Heineken concept club @tomderuyck @InSites@INSITES
  • Market research works for creative professions Let’s be creative in research communication The Heineken concept club @tomderuyck@INSITES