Dutch Research Communities Smartees 2012

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On Wednesday 12 June 2012 (a week after the MOAwards) InSites Consulting organised an afternoon seminar on the latest developments in Research Communities. During this Smartees we present 2 of our community cases that were nominated (one of the 2 even awarded) for the MOA Innovation Award.

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Dutch Research Communities Smartees 2012

  1. 1. Research Communities @InSites #MROCRotterdam (NL) - June 12, 2012
  2. 2. AgendaThe Conversation Companyby Steven Van Belleghem, Managing Partner &Author of The Conversation Manager/CompanyThe Consumer Consulting Boardby Tom De Ruyck, Head of Research CommunitiesClient cases:• Co-creating the new Marktplaats by Anouk Willems, Senior Research Innovator• Improving the flight experience by understanding & listening to frequent flyers (KLM) by Thomas Troch, Senior Research InnovatorCo-creation and Structural Collaborationwith Consumers: a fish bowl discussionby Ramon Pardo, Managing Director TheNetherlands
  3. 3. Consumers are probably themost effective / worst consultants my company can hire.
  4. 4. A consumer consultingboard would definitely or never work for my company
  5. 5. Sharing true consumerstories & experiences will benefit / hurt my company
  6. 6. What did you notice in 2011 – 2012
  7. 7. Power to the peoplein a positive and a negative way.
  8. 8. ‘If they can bring theEgyptian governmentdown in six weeks, theycan bring us down innanoseconds.’Paul Polman, CEO Unilever
  9. 9. Fear versus Guts
  10. 10. Consumers positive or negative?
  11. 11. >80% is positive
  12. 12. Companies experience the impact.
  13. 13. Until now, we onlyused the firstdimension of theirpower.
  14. 14. First dimension: usepeople to build reach.
  15. 15. We have seen amazing ways to create additional reachthrough people engagement.
  16. 16. Second dimension:Co-creation
  17. 17. Again,we have seen great cases ofco-creation with consumers.
  18. 18. By the way, who will win?
  19. 19. Consumershelp with culturaldifferences!
  20. 20. Even co-creation that impactsthe brand identity of global brands.
  21. 21. Co-Creation is NOT enough
  22. 22. Co-creation is oftentoo opportunistic.
  23. 23. Let‟s takeit one stepfurther
  24. 24. From Co-Creationto Collaboration
  25. 25. Customers are more loyal to a brand than managers? Agree or disagree? Customers Managers
  26. 26. Customers aremore loyal toyour companythan you are.
  27. 27. Knowing this, outsource management responsibilities to customers.
  28. 28. Outsourcepurchasingto fans.
  29. 29. Danone outsourceda pitch to brand fans.
  30. 30. Who is familiar with Marmite?
  31. 31. Do you like it?
  32. 32. Marmite outsourced marketing
  33. 33. Let‟s takeit one stepfurther
  34. 34. Current focus ofmost companies
  35. 35. All fourquadrants have value
  36. 36. StructuralCollaboration
  37. 37. Threadlessoutsourcedthe company.
  38. 38. Ducati involvesfans in…everything
  39. 39. But Steven, what about Henri Ford?
  40. 40. “If I had askedpeople what theywanted, theywould have saidfaster horses."
  41. 41. Well, Henri wasn’t completely right 
  42. 42. Involved customersBring in expertise
  43. 43. They areemployees thatare not on thepayroll
  44. 44. Hiring a fan tobecome part of the brand, can be the future.
  45. 45. Consumersare probably themost effectiveconsultants yourcompany can hire.
  46. 46. …the customer is hardlyrepresented?
  47. 47. Bring thecustomer in theboardroom
  48. 48. Bring theboardroom tothe customer
  49. 49. Your 2012mission
  50. 50. Co-Creation Collaboration Structural collaboration
  51. 51. Consumer Brainstormingconsulting Offer Content Service marketing
  52. 52. Start today!
  53. 53. Start everymeeting witha story abouta customer.
  54. 54. Create a listening cultureby sharing customer stories.
  55. 55. Create a customerconsulting board.
  56. 56. Good luckin yourjourney!
  57. 57. Thank you!Steven@insites.eu@Steven_insites
  58. 58. AgendaThe Conversation Companyby Steven Van Belleghem, Managing Partner &Author of The Conversation Manager/CompanyThe Consumer Consulting Boardby Tom De Ruyck, Head of Research CommunitiesClient cases:• Co-creating the new Marktplaats by Anouk Willems, Senior Research Innovator• Improving the flight experience by understanding & listening to frequent flyers (KLM) by Thomas Troch, Senior Research InnovatorCo-creation and Structural Collaborationwith Consumers: a fish bowl discussionby Ramon Pardo, Managing Director TheNetherlands
  59. 59. @tomderuyck
  60. 60. @tomderuyck
  61. 61. @tomderuyck
  62. 62. @tomderuyck
  63. 63. @tomderuyck
  64. 64. @tomderuyck
  65. 65. @tomderuyck
  66. 66. @tomderuyck
  67. 67. @tomderuyck
  68. 68. @tomderuyck
  69. 69. @tomderuyck
  70. 70. @tomderuyck
  71. 71. @tomderuyck
  72. 72. @tomderuyck
  73. 73. @tomderuyck
  74. 74. @tomderuyck
  75. 75. @tomderuyck
  76. 76. @tomderuyck
  77. 77. @tomderuyck
  78. 78. Insighting Developing Business Objectives Optimizing Implementing@tomderuyck
  79. 79. @tomderuyck
  80. 80. @tomderuyck
  81. 81. @tomderuyck
  82. 82. @tomderuyck
  83. 83. @tomderuyck
  84. 84. @tomderuyck
  85. 85. @tomderuyck
  86. 86. @tomderuyck
  87. 87. @tomderuyck
  88. 88. @tomderuyck
  89. 89. @tomderuyck
  90. 90. @tomderuyck
  91. 91. @tomderuyck
  92. 92. @tomderuyck
  93. 93. @tomderuyck
  94. 94. @tomderuyck
  95. 95. @tomderuyck
  96. 96. CHOOSING YOURPilot Project @tomderuyck
  97. 97. @tomderuyck
  98. 98. @tomderuyck
  99. 99. Communication is key! Conversations from internal stakeholders Proud Conversation company company Boring Adored company company Conversations from external stakeholders@tomderuyck
  100. 100. Internal@tomderuyck
  101. 101. Internal@tomderuyck
  102. 102. Internal@tomderuyck
  103. 103. Internal@tomderuyck
  104. 104. @tomderuyck
  105. 105. External@tomderuyck
  106. 106. @tomderuyck
  107. 107. @tomderuyck
  108. 108. @tomderuyck
  109. 109. @tomderuyck
  110. 110. @tomderuyck
  111. 111. It’s an EVOLUTION,not a REVOLUTION! @tomderuyck
  112. 112. SharingIS caring @tomderuyck
  113. 113. @tomderuyck
  114. 114. @tomderuyck
  115. 115. linkedin.com/in/tomderuyck @tomderuyck tom@insites-consulting.com www.insites-consulting.comNew York – London – Ghent – Rotterdam – Timisoara
  116. 116. AgendaThe Conversation Companyby Steven Van Belleghem, Managing Partner &Author of The Conversation Manager/CompanyThe Consumer Consulting Boardby Tom De Ruyck, Head of Research CommunitiesClient cases:• Co-creating the new Marktplaats by Anouk Willems, Senior Research Innovator• Improving the flight experience by understanding & listening to frequent flyers (KLM) by Thomas Troch, Senior Research InnovatorCo-creation and Structural Collaborationwith Consumers: a fish bowl discussionby Ramon Pardo, Managing Director TheNetherlands
  117. 117. Co-creating therenewedMarktplaats Toon ProvoostMarketing Intelligence Manager, eBay Marktplaats Anouk WillemsSenior Research Innovator, InSites Consulting
  118. 118. Marktplaats & usersare working on anew website
  119. 119. Marktplaats is growing300.000 ads per day6.500.000 visits per month+ 10%
  120. 120. Marktplaats wants toinnovate to betterfacilitate its users
  121. 121. But, Marktplaatsshould kept‘Marktplaats’
  122. 122. 1. Let‟s talk to the users
  123. 123. 2. Align teams cross departments Research User Experience Marketing IT Communication & PR Consumer Services
  124. 124. 3. Need for a short feedback loop
  125. 125. 5902Solution:3 month MROC with150 Marktplaats users
  126. 126. Collect userquestions @Marktplaats
  127. 127. 3 community themes Marktplaats experience Beta website experience Communication
  128. 128. 1/ IMPACT Exclusive access as beta-users
  129. 129. 1/ IMPACT Special tasks and challenges
  130. 130. 1/ IMPACT Special tasks and challenges
  131. 131. 2/ FUN Unlocking next levels & fun facts Facts & figures Marktplaats quiz Newest Commercials PAY for attention PLAY for attention
  132. 132. 2/ FUN Unlocking the secret room
  133. 133. 3/ CONNECT Dialogue with Marktplaats
  134. 134. 3/ CONNECT Brand-related incentives
  135. 135. 3/ CONNECT Meet & Greet
  136. 136. The community in numbers150 participants64 threads started by the moderator104 threads started by members5902 posts363.792 words (386 A4 pages)
  137. 137. Engagement is contagious!
  138. 138. SupersoesLet‟s bring the consumer to life!
  139. 139. Online private blog for ashort feedback loop
  140. 140. Direct conversations withthe community members
  141. 141. Meetup @ Marktplaats
  142. 142. What are the results…? Thanks to this community we have a very clear and actionable vision on the needs of our users. By presenting the community results together with our community members at our office in Amsterdam we’ve created a lot of brand ambassadors! “ Toon Provoost, Marketing Intelligence Manager
  143. 143. Co-creating therenewedMarktplaatsThanks for listening!Questions?
  144. 144. AgendaThe Conversation Companyby Steven Van Belleghem, Managing Partner &Author of The Conversation Manager/CompanyThe Consumer Consulting Boardby Tom De Ruyck, Head of Research CommunitiesClient cases:• Co-creating the new Marktplaats by Anouk Willems, Senior Research Innovator• Improving the flight experience by understanding & listening to frequent flyers (KLM) by Thomas Troch, Senior Research InnovatorCo-creation and Structural Collaborationwith Consumers: a fish bowl discussionby Ramon Pardo, Managing Director TheNetherlands
  145. 145. Improving the flight experienceUnderstanding & listening to frequent flyers Thomas Troch Senior Research Innovator @ InSites Consulting Charles Hageman Research Consultant @ Air France KLM Communities Smartees NL InSites Consulting | Rotterdam, 12.06.2012
  146. 146. Senior Research Innovator 2011-currentInSites ConsultingResearch Consultant 2010-2011InSites ConsultingMaster in Product Development 2005-2010Artesis University College of Antwerp thomas@insites-consulting.com @thomastroch Nice to meet you
  147. 147. Imagine…
  148. 148. For complex situations involving multiple stakeholders, keycustomers can help youto make the difference.
  149. 149. Phase 1 InsightmentObservation leads to insight discovery
  150. 150. Phase 2 Ideation &Concept Development InsightmentDiscussions placing insights in perspectiveIdea generation by frequent travellers
  151. 151. Phase 3 Ideation &Concept Development Validation InsightmentQuantitative and emotional validation of 4 selectedconcepts
  152. 152. Phase 1 InsightmentObservation leads to insight discovery
  153. 153. Connecting the dots
  154. 154. Ideation by Air France and KLM
  155. 155. Phase 2 Ideation &Concept Development InsightmentDiscussions placing insights in perspectiveIdea generation by frequent travellers
  156. 156. Understanding customer expectations WOW actual experience UGH expected experience
  157. 157. Phase 3 Ideation &Concept Development Validation InsightmentQuantitative and emotional validation of 4 selectedconcepts
  158. 158. Concept casino
  159. 159. Concept re-writing
  160. 160. To concludeInvolving consumers connects multiple stakeholdersand demystifies the front end of innovation.Key customers are an important „partner in crime‟in reaching competitive advantage.It’s not about delivering slides,it‘s about making research actionable.
  161. 161. To concludeInvolving consumers connects multiple stakeholdersand demystifies the front end of innovation.Key customers are an important „partner in crime‟in reaching competitive advantage.It’s not about delivering slides,it‘s about making research actionable.
  162. 162. 185 Emotional validation In addition to a quantitative validation in the third phase, we also included new measurements that allow us to grasp the more irrational and emotional reactions of passengers towards the ideas. Recent evidence in neuropsychology learns us that our brain has two parts: one reflective and rational route which is involved when we are really ‘thinking’. An automatic route which makes very quick effortless decisions based on past behaviour and the emotional evaluation of past actions. The emotion measures are developed in cooperation with Dr. Mike Friedman, Doctor in the social psychology and teaching professor and the university of Mons, Belgium. The emotional measurements are:  Direct measurement under cognitive load: Straightforward questioning, while remembering a set of symbols shown prior to the questions. The cognitive load will put more pressure on the rational part of our brain and will allow participants to answer with their emotional brain.  Implicit measurement (using a Push No push Association Test (PNAT)): Participants have to decide under time pressure if they feel a certain emotion with a concept or not. The emotional, automational part of our brain is quicker than the rational part of the brain and therefore this measurement will lead to a more emotional response.  Visual measurement: A task to create a ‘collage’ using standardized visuals that relate to a specific emotion. Visuals and emotions are processed in the same part of the brain. They have therefore a natural fit. The automational brain is also more action oriented. Because we ask people to make a collage and we do not ask them to reflect on something, we have more chance to address the emotional, automational brain.
  163. 163. AgendaThe Conversation Companyby Steven Van Belleghem, Managing Partner &Author of The Conversation Manager/CompanyThe Consumer Consulting Boardby Tom De Ruyck, Head of Research CommunitiesClient cases:• Co-creating the new Marktplaats by Anouk Willems, Senior Research Innovator• Improving the flight experience by understanding & listening to frequent flyers (KLM) by Thomas Troch, Senior Research InnovatorCo-creation and Structural Collaborationwith Consumers: a fish bowl discussionby Ramon Pardo, Managing Director TheNetherlands
  164. 164. TheCommunitySmarteesChallenge!
  165. 165. Take a seat! 3 discussion rounds, each round with new participants 4 seats available per round; 3 seats for ‘round-participants’, 1 ‘hot-seat’. Each round 5 minutes
  166. 166. Let‟s meet thejuryBarbara Nieuwenhuijs, AnitaPeerdeman & Monique van Holland Keep the discussion on-topic Be a “devils advocate”
  167. 167. Statement 1 Consumers are probably themost effective / worst consultants my company can hire.
  168. 168. Statement 2A consumer consultingboard would definitely or never work for my company
  169. 169. Statement 3Sharing true consumerstories & experiences will benefit / hurt my company
  170. 170. TheCommunitiesSmarteesChallenge!What does the Jury say?
  171. 171. Stay tuned! Connecting on LinkedInWe believe in sharing knowledge withall of our stakeholders. Connecting on FacebookBecome friends with us, visit our blogs, Free content on Slidesharedownload our papers and presentations,order our books… InSites Consulting blog Conversation Management blog How cool brands stay hot blog Contact

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