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Consumerinsights inspirethe nightlifeexperience oftomorrow Tom De RuyckHead of Research Communities,InSites Consulting Hen...
The historical legacy behind Heineken’sdesign credence is what led the brandto pursue its progressive rootsand encourage e...
@INSITES
Challenges           1 Involve consumers in a vision of the future?           2 Engage trendy clubbers from all over the w...
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 u...
Understanding the journey of clubbers120            20          ClubbingPARTICIPANTS   COUNTRIES   design-savvy           ...
Online Research Community@INSITES
The Heineken concept club community           Clubbing experience                                    Role of clubbing     ...
How to create the club of tomorrow?  Join forces with a multidisciplinary group of designers   Connect with clubbers and u...
@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 nigh...
Great staffmember are criticalin shaping my night,they are the face ofthe club. Theyshould fit theidentity of the placeand...
The staff is dressed in vibrant futuristic           outfits,           in line with the ‘Changing perspectives’ theme of ...
It is so frustratingnot to be noticedby the bartender!I’m clearly trying toget his attention,however others arebeing serve...
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 p...
The limited edition bottle alters it’s appearanceunder different types of light and is accompaniedby origami serving trays...
For me dancing is agreat way torelease my energyand to loose myinhibitions; it wouldbe great if there wasenough space tore...
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 a...
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 nig...
When it’s time to move on,    a friendly concierge will guide    clubbers onwards, giving directions    and arranging cabs...
Challenges           1 Involve consumers in a vision of the future?           2 Engage trendy clubbers from all over the w...
@INSITES
Market research works for           creative professions           Let’s be creative in research           communication  ...
Market research works for           creative professions           Let’s be creative in research           communication  ...
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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 (US) on Monday September 10, 2012/

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

  1. 1. Consumerinsights inspirethe nightlifeexperience oftomorrow Tom De RuyckHead of Research Communities,InSites Consulting Henk EisingInternational Market Research Manager,Heineken International
  2. 2. The historical legacy behind Heineken’sdesign credence is what led the brandto pursue its progressive rootsand encourage emerging designers.@INSITES
  3. 3. @INSITES
  4. 4. 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
  5. 5. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers@INSITES
  6. 6. Crowdsourcing emerging designersvia social media@INSITES
  7. 7. Making the final selection on Pecha Kucha nightsin Milan, New York, Sao Paulo & Tokyo@INSITES
  8. 8. @INSITES
  9. 9. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Connect with clubbers and understand their journey@INSITES
  10. 10. Understanding the journey of clubbers120 20 ClubbingPARTICIPANTS COUNTRIES design-savvy Heineken@INSITES
  11. 11. Online Research Community@INSITES
  12. 12. The Heineken concept club community Clubbing experience Role of clubbing Review of the nightlife experience Ideal experience@INSITES
  13. 13. 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
  14. 14. @INSITES
  15. 15. Connecting Discovering Getting a drink Dancing Cooling down Ending the night@INSITES
  16. 16. The layout takes a cue fromthe nightlife journey of clubbers
  17. 17. Join forces with a multidisciplinary group of designersConnect with clubbers and understand their journeyApproach the nightlife experience as service designThe result?
  18. 18. 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
  19. 19. The staff is dressed in vibrant futuristic outfits, in line with the ‘Changing perspectives’ theme of the club.@INSITES
  20. 20. It is so frustratingnot to be noticedby the bartender!I’m clearly trying toget his attention,however others arebeing served beforeme.@INSITES
  21. 21. The bar is interactive andallows you to order a beer, it evenkeeps track of who is next in line.@INSITES
  22. 22. @INSITES
  23. 23. I like having aunique drink thathas a story to tell.This experienceemphasizes theidentity andauthenticity of theclub and providesme with anexclusive storyworth sharing.@INSITES
  24. 24. The limited edition bottle alters it’s appearanceunder different types of light and is accompaniedby origami serving trays and openers.@INSITES
  25. 25. For me dancing is agreat way torelease my energyand to loose myinhibitions; it wouldbe great if there wasenough space toreally go wild!@INSITES
  26. 26. Leave your drink on the numbered shelfand go crazy on the dance floor.
  27. 27. When we headhome, we cherishthe great momentswe had. It would beamazing if therewas some kind ofway to rememberthe night andshare it.@INSITES
  28. 28. Clubbers are invited to express their thoughtson an origami-shaped wall.@INSITES
  29. 29. Instant pictures provide you with a tangible memory to take home.@INSITES
  30. 30. 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
  31. 31. When it’s time to move on, a friendly concierge will guide clubbers onwards, giving directions and arranging cabs home.@INSITES
  32. 32. 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
  33. 33. @INSITES
  34. 34. Market research works for creative professions Let’s be creative in research communication The Heineken concept club @tomderuyck @InSites@INSITES
  35. 35. Market research works for creative professions Let’s be creative in research communication The Heineken concept club @tomderuyck@INSITES
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