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

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

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

by InSites on Stage on Sep 10, 2012

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

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