Structural collaboration: Market research in a professional reality

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Structural collaboration: Market research in a professional reality, presented by Sofie Bruggeman & Stijn Poffé at HUB on Tuesday April 1, 2014.

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Structural collaboration: Market research in a professional reality

  1. 1. Market Research in a professional reality InSites Consulting @STINUS230 @SOFIEBRUGGEMAN
  2. 2. I’m Stijn 27, living in the most beautiful city of Belgium, Ghent… but travelling back and forth from Belgium to New York almost each month (Things you do for love ) Working @InSites for almost 3 years and passionate about influencing the marketing strategy of the biggest FMCG companies in the world Although I have a strong background in math, I am a qualitative researcher ‘pur sang’ and a huge fan and even advocate of Consumer Consulting Boards @STINUS230
  3. 3. I’m Sofie 30’ish, living in the bright city center of Ghent. Working @ InSites Consulting for 8 years. Into reading ( Matilda, Liefde in Tijden van Cholera, Ontdekking van de hemel). Passionate about the Empowered Health Consumer & the relationship patient-HCP- pharmaco (e.g. Health apps!) I joined InSites as an ‘offline’ qualitative researcher (a dinosaur these days), but now fully into MROCs, blog research, online discussion groups… @SOFIEBRUGGEMAN
  4. 4. WHO CONSIDERS A CAREER IN MARKET RESEARCH? @STINUS230 @SOFIEBRUGGEMAN
  5. 5. @STINUS230 @SOFIEBRUGGEMAN
  6. 6. Contents Who the f*** is InSites? Why we believe in online research Research Methodologies Consumer Consulting Boards ODG’s vs. One-on-Ones
  7. 7. Who the f*** is InSites?
  8. 8. 8th most innovative marketing research agency of the world (GRIT 2014) Our vision of contemporary marketing is evangelized through our best-selling books. 130 people across 5 offices Global Community Moderator Network 75 certified moderators in +50 countries Consumer panel in +50 countries
  9. 9. A people-centric culture @STINUS230 @SOFIEBRUGGEMAN
  10. 10. @STINUS230 @SOFIEBRUGGEMAN
  11. 11. @STINUS230 @SOFIEBRUGGEMAN
  12. 12. @STINUS230 @SOFIEBRUGGEMAN
  13. 13. @STINUS230 @SOFIEBRUGGEMAN
  14. 14. Life Sciences & Healthcare AstraZeneca I Barco Healthcare I Baxter I Bayer Healthcare I Bristol-Myers Squibb I GSK I Janssen I Johnson & Johnson I Lilly I Merck Serono I Nutricia Advance Medical Nutricion I Pfizer I Roche I Sanofi Pasteur MSD I UCB Media & Entertainment BBC World I Bloomberg I Google I Kinepolis | LinkedIn I National Geographic I News International I RTL I SBS Broadcasting I Sony I Viacom Media Networks I VMMa I Yahoo! Financial Services ABN AMRO I BNP Paribas Fortis I ING I MasterCard I PayPal I Rabobank I US Bank FMCG / CPG AB InBev I Avon I Beiersdorf I Campbell Foods I Carlsberg I Chiquita I Coca-Cola I Danone/Dannon I Diageo I Ferrero I Givaudan I Heineken I Heinz I Kellogg’s I Kraft I McDonald’s I Nestlé I PepsiCo I Reckitt Benckiser I Sara Lee I Unilever GLOBAL CUSTOMERS Technology & Services AirFrance KLM I AT&T I eBay Classified Group I IKEA I Panasonic | Philips | Skype | SkyTeam | The Phone House I TomTom I TUI | UPC | Vodafone Group Services @STINUS230 @SOFIEBRUGGEMAN
  15. 15. Why we believe in online research
  16. 16. @@ C More open and honest 1. @STINUS230 @SOFIEBRUGGEMAN
  17. 17. C Context potential @ 2. @STINUS230 @SOFIEBRUGGEMAN
  18. 18. @tomderuyck@ C No Regional constraints 3. @STINUS230 @SOFIEBRUGGEMAN
  19. 19. @tomderuyck@tomderuyck@ C Limited group pressure 4. @STINUS230 @SOFIEBRUGGEMAN
  20. 20. @ C Easy to monitor 5. @tomderuyck@tomderuyck@@STINUS230 @SOFIEBRUGGEMAN
  21. 21. @tomderuyck@@tomderuyck@tomderuyck@ C High consecutive learning 6. @STINUS230 @SOFIEBRUGGEMAN
  22. 22. C Bottom-up insights 7. @tomderuyck@@tomderuyck@tomderuyck@@STINUS230 @SOFIEBRUGGEMAN
  23. 23. @@tomderuyck@@tomderuyck@tomderuyck@ C Reach all target groups 8. @STINUS230 @SOFIEBRUGGEMAN
  24. 24. @@@tomderuyck@@tomderuyck@tomderuyck@ C On-going potential 9. @STINUS230 @SOFIEBRUGGEMAN
  25. 25. Methodologies
  26. 26. We allow participants to ENGAGE with us anytime, anywhere (online, mobile, asynchronous methods…). We make it fun for them to give more & better answers (gamification, audio-visual cues, design…). We empower them to be co-researchers (crowd interpretation, co-moderation…). METHODS Digital Surveys Online Group Discussions Consumer-led Ethnography 1on1 Online Interviews Social Media Listening & Netnography Engage Asynchronous Synchronous Individual Group Customer Consulting Boards @STINUS230 @SOFIEBRUGGEMAN
  27. 27. @STINUS230 @SOFIEBRUGGEMAN N (opinions) N (respondents)
  28. 28. We allow participants to ENGAGE with us anytime, anywhere (online, mobile, asynchronous methods…). We make it fun for them to give more & better answers (gamification, audio-visual cues, design…). We empower them to be co-researchers (crowd interpretation, co-moderation…). METHODS Digital Surveys Online Group Discussions Consumer-led Ethnography 1on1 Online Interviews Social Media Listening & Netnography Engage Asynchronous Synchronous Individual Group Customer Consulting Boards @STINUS230 @SOFIEBRUGGEMAN
  29. 29. 1 on 1 vs. ODG’s
  30. 30. • Cost-based exceptions • Smaller clients • Very urgent – concise research questions (e.g. ad test, package test, concept test …) • Multi-country projects • Profile-based exceptions • Healthcare sector: recruitment & incentive costs of HCPs • Expert research (B2B…) • User-experience research of digital platforms • Screenshare functionality + ethnographic live part 1on1 & ODGs - exceptions Digital Surveys Online Group Discussions Consumer-led Ethnography 1on1 Online Interviews Social Media Listening & Netnography Engage Asynchronous Synchronous Individual Group Customer Consulting Boards @STINUS230 @SOFIEBRUGGEMAN
  31. 31. Case 1: Ontex wants to know which packaging option they should choose for their incontinence range Which method – why? Online Group Discussions 1on1 Online Interviews @STINUS230 @SOFIEBRUGGEMAN
  32. 32. Case 2: Danone wants to extend their current product offer in 10 countries & needs to evaluate different propositions (concepts). Which method – why? Online Group Discussions 1on1 Online Interviews @STINUS230 @SOFIEBRUGGEMAN
  33. 33. Online Group Discussions 1on1 Online Interviews Rule of Thumb: Whenever in-depth interviews are not really needed, focus groups are always preferred Faster More info Cross-fertilization Cheaper < @STINUS230 @SOFIEBRUGGEMAN
  34. 34. TIME FOR CASE STUDIES! @STINUS230 @SOFIEBRUGGEMAN
  35. 35. For the coming years, a key priority for xxx is to drive volume and value growth. Two key elements in accomplishing this growth objective are geographical expansion on the one hand and innovation on the other hand. Different splits/country Heavy vs light xxx users Kids/no kids (families/couples) Younger & older participants Danone case study #Confidential Xxx case study #Confidential CONFIDENTIAL!
  36. 36. 1. Homework by every participant 2. Online discussion group (2h) Richer & deeper outtakes during session (build on homework output) Participant in the mindset of the subject Better participant background Xxxx brand associations (limits of a brand stretch) Concept testing Favourite concept #Confidential Danone case studyDanone case study #Confidential Xxxx case study #Confidential
  37. 37. #Confidential Danone case studyDanone case study #Confidential Xxx case study #Confidential
  38. 38. Global Community Moderator Network Global Consumer Co-researcher Network #Confidential Danone case studyDanone case study #Confidential Xxx case study #Confidential
  39. 39. #Confidential Truvo case study … wants a more profound (qualitative) understanding of the market of online (commercial) search engine users. The research should detect different types (persona) of searchers which are helpful for marketing objectives (e.g. product development, communication…) 8 Flemish participants 8 Walloon/Brussels participants #Confidential Danone case study #Confidential Danone case studyDanone case study #Confidential Truvo case study #Confidential interviewer Participant Clients @ office
  40. 40. #Confidential Truvo case study #Confidential Truvo case study #Confidential Danone case study #Confidential Danone case studyDanone case study #Confidential Xxx case study #Confidential 16 PEOPLE in DIFFERENT LIFE STAGES WE OBSERVED 40+ SEARCH PROCESSES! CONFIDENTIAL!
  41. 41. #Confidential Truvo case study e.g. This participant is using Windows Vista. We also observe that this participant saves different links on his desktop (e.g. eBay). #Confidential Truvo case study #Confidential Danone case study #Confidential Danone case studyDanone case study #Confidential Xxx case study #Confidential
  42. 42. #Confidential Truvo case study IMPACT. - Designing a relevant questionnaire to calculate market sizes of each of the ‘search types’ detected (business focus) - Helping their primary customers (business clients) to make the right choices in terms of online presence (loyalty, acquisition) #Confidential Truvo case study #Confidential Danone case study #Confidential Danone case studyDanone case study #Confidential Xxx case study #Confidential
  43. 43. @STINUS230 @SOFIEBRUGGEMAN
  44. 44. Consumer Consulting Boards
  45. 45. Flashback @STINUS230 @SOFIEBRUGGEMAN
  46. 46. @STINUS230 @SOFIEBRUGGEMAN
  47. 47. @STINUS230 @SOFIEBRUGGEMAN
  48. 48. Consumer Consultant @STINUS230 @SOFIEBRUGGEMAN
  49. 49. @STINUS230 @SOFIEBRUGGEMAN
  50. 50. @STINUS230 @SOFIEBRUGGEMAN
  51. 51. @STINUS230 @SOFIEBRUGGEMAN
  52. 52. the motivations of today’s consumers, we have to understand their lives. If we want to know how to understand @STINUS230 @SOFIEBRUGGEMAN
  53. 53. ? ? ? ? 4 things to remember about consumers @STINUS230 @SOFIEBRUGGEMAN
  54. 54. 1 @STINUS230 @SOFIEBRUGGEMAN
  55. 55. A world full of user-generated information. @STINUS230 @SOFIEBRUGGEMAN
  56. 56. A world full of user-generated information. @STINUS230 @SOFIEBRUGGEMAN
  57. 57. empowered @STINUS230 @SOFIEBRUGGEMAN
  58. 58. Impact on qualitative research? Social tools @STINUS230 @SOFIEBRUGGEMAN
  59. 59. 1 2 @STINUS230 @SOFIEBRUGGEMAN
  60. 60. @STINUS230 @SOFIEBRUGGEMAN
  61. 61. connectedempowered @STINUS230 @SOFIEBRUGGEMAN
  62. 62. Impact on qualitative research? Social tools Longitudinal connection @STINUS230 @SOFIEBRUGGEMAN
  63. 63. 1 2 3 @STINUS230 @SOFIEBRUGGEMAN
  64. 64. Life of George @STINUS230 @SOFIEBRUGGEMAN
  65. 65. smart co-creator empowered connected @STINUS230 @SOFIEBRUGGEMAN
  66. 66. Impact on qualitative research? Social tools Longitudinal connection Collaboration with brands @STINUS230 @SOFIEBRUGGEMAN
  67. 67. Impact on qualitative research? Social tools Longitudinal connection Collaboration with brands @STINUS230 @SOFIEBRUGGEMAN
  68. 68. 1 2 34 @STINUS230 @SOFIEBRUGGEMAN
  69. 69. 90-99% of behaviour is emotional. And they like to share it! @STINUS230 @SOFIEBRUGGEMAN
  70. 70. smart co-creator empowered emotional connected @STINUS230 @SOFIEBRUGGEMAN
  71. 71. Impact on qualitative research? Social tools Longitudinal connection Collaboration with brands Emotional tools @STINUS230 @SOFIEBRUGGEMAN
  72. 72. @STINUS230 @SOFIEBRUGGEMAN
  73. 73. He would connect with consumers through an online research community. @STINUS230 @SOFIEBRUGGEMAN
  74. 74. Noreen: “You think about your favourite brands’ future! So you and your ideas have a direct impact on how a brand will present itself. Isn’t that the coolest thing?!” @STINUS230 @SOFIEBRUGGEMAN
  75. 75. Benzodiazepine: “There is a great variety of tasks (questions, assignments, colleagues, composing mood boards) and it’s great that we can test products which have not been launched in the market yet! @STINUS230 @SOFIEBRUGGEMAN
  76. 76. Insighting Developing Optimizing Implementing Business Objectives @STINUS230 @SOFIEBRUGGEMAN
  77. 77. @STINUS230 @SOFIEBRUGGEMAN
  78. 78. Challenges Involve consumers in a vision of the future? Engage trendy clubbers from all over the world? Report findings to designers for maximum impact? Facilitate co-creation among the design team? 1 2 3 4 Select ideas and create consistency?5 @STINUS230 @SOFIEBRUGGEMAN
  79. 79. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers @STINUS230 @SOFIEBRUGGEMAN
  80. 80. Crowdsourcing emerging designers via social media @STINUS230 @SOFIEBRUGGEMAN
  81. 81. Making the final selection on Pecha Kucha nights in Milan, New York, Sao Paulo & Tokyo @STINUS230 @SOFIEBRUGGEMAN
  82. 82. @STINUS230 @SOFIEBRUGGEMAN
  83. 83. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Connect with clubbers and understand their journey @STINUS230 @SOFIEBRUGGEMAN
  84. 84. Understanding the journey of clubbers PARTICIPANTS 120 COUNTRIES 20 Clubbing design-savvy Heineken @STINUS230 @SOFIEBRUGGEMAN
  85. 85. Online Research Community @STINUS230 @SOFIEBRUGGEMAN
  86. 86. The Heineken concept club community Clubbing experience Role of clubbing Review of the Ideal experience nightlife experience @STINUS230 @SOFIEBRUGGEMAN
  87. 87. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Approach the nightlife journey as service design Connect with clubbers and understand their journey @STINUS230 @SOFIEBRUGGEMAN
  88. 88. @STINUS230 @SOFIEBRUGGEMAN
  89. 89. Connecting Discovering Getting a drink Dancing Cooling down Ending the night @STINUS230 @SOFIEBRUGGEMAN
  90. 90. The layout takes a cue from the nightlife journey of clubbers @STINUS230 @SOFIEBRUGGEMAN
  91. 91. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Approach the nightlife journey as service design Connect with clubbers and understand their journey The result? @STINUS230 @SOFIEBRUGGEMAN
  92. 92. 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. @STINUS230 @SOFIEBRUGGEMAN
  93. 93. The staff is dressed in vibrant futuristic outfits, in line with the ‘Changing perspectives’ theme of the club. @STINUS230 @SOFIEBRUGGEMAN
  94. 94. @STINUS230 @SOFIEBRUGGEMAN
  95. 95. 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. @STINUS230 @SOFIEBRUGGEMAN
  96. 96. The bar is interactive and allows you to order a beer, it even keeps track of who is next in line. @STINUS230 @SOFIEBRUGGEMAN
  97. 97. @STINUS230 @SOFIEBRUGGEMAN
  98. 98. @STINUS230 @SOFIEBRUGGEMAN
  99. 99. 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! @STINUS230 @SOFIEBRUGGEMAN
  100. 100. Leave your drink on the numbered shelf and go crazy on the dance floor. @STINUS230 @SOFIEBRUGGEMAN
  101. 101. 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. @STINUS230 @SOFIEBRUGGEMAN
  102. 102. Clubbers are invited to express their thoughts on an origami-shaped wall. @STINUS230 @SOFIEBRUGGEMAN
  103. 103. Instant pictures provide to take home. you with a tangible memory @STINUS230 @SOFIEBRUGGEMAN
  104. 104. 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. @STINUS230 @SOFIEBRUGGEMAN
  105. 105. When it’s time to move on, a friendly concierge will guide clubbers onwards, giving directions and arranging cabs home. @STINUS230 @SOFIEBRUGGEMAN
  106. 106. Challenges Involve consumers in a vision of the future? Engage trendy clubbers from all over the world? Report findings to designers for maximum impact? Facilitate co-creation among the design team? 1 2 3 4 Select ideas and create consistency?5 @STINUS230 @SOFIEBRUGGEMAN
  107. 107. @STINUS230 @SOFIEBRUGGEMAN
  108. 108. H® BUILDS CREDIBILTY IN DESIGN WORLD 13.000 + V I S I T O R S 3 MILLION + V I E W S O N V I C E T V ; 2 1 . 0 0 0 + V I E W S O F O D E M O V I E S - C O O L H U N T I N G + 250.000 VIEWS - W A L L P A P E R + 70.000 VIEWS + 600.000 print 533 C O V E R A G E P I E C E S O N T H E C L U B + 1 4 I N D E P T H I N T E R V I E W S @STINUS230 @SOFIEBRUGGEMAN
  109. 109. Hart voor Elkaar (Heart-to-Heart Talk) How connecting with patients leads to better insights By Annelies Verhaeghe, Head of Research Innovation Sofie Bruggeman, Senior Research Manager Life Sciences & Healthcare team Martijn Huisman, Research Consultant Life Sciences & Healthcare team InSites Consulting
  110. 110. Understand the patient’s lifestyle Get insight in the role of hypertension in the patient’s life RESEARCH OBJECTIVES Find new patient insights and translate them into actionable & relevant services BUSINESS OBJECTIVES @STINUS230 @SOFIEBRUGGEMAN
  111. 111. The patient consulting board 1 2 3 1 2 3 Blog Crowd Interpretation Discussions @STINUS230 @SOFIEBRUGGEMAN
  112. 112. What is a GOOD customer insight ? x x =Aha!! It’s me !!! @STINUS230 @SOFIEBRUGGEMAN
  113. 113. INSIGHT ACTIVATION PATIENT … is hard! @STINUS230 @SOFIEBRUGGEMAN
  114. 114. A good insight starts with your patient Too often companies innovate based on a product, a technology or universal trends. A good insight however should start with the customer. @STINUS230 @SOFIEBRUGGEMAN
  115. 115. SAY ‘Hi’ TO YOUR PATIENT CONSULTING BOARD @STINUS230 @SOFIEBRUGGEMAN
  116. 116. 1. Online ethnography OBSERVING hypertension patients by asking them to blog about their life @STINUS230 @SOFIEBRUGGEMAN
  117. 117. Get immersed in the life of patients Explore typical hypertension moments Discover routines hypertension moments @STINUS230 @SOFIEBRUGGEMAN
  118. 118. Treatment compliance & doctor contact Hypertension medicines are almost never kept in the medicine cabinet. They have to be in a place easy to reach and where they are not forgotten. @STINUS230 @SOFIEBRUGGEMAN
  119. 119. Building the community in the lounge Getting insights in information needs and FAQ’s “Who has work arounds to lower your blood pressure (for example meditation)?” “This research made me wondering, what is the difference between pain and high blood pressure?“ “Which type of food can help to control your blood pressure?” “Is fruit healthy for the heart? Any specific type of fruit?” @STINUS230 @SOFIEBRUGGEMAN
  120. 120. Beyond the in-home visit The impact of type of day on compliance @STINUS230 @SOFIEBRUGGEMAN
  121. 121. Seeing the world through their eyes @STINUS230 @SOFIEBRUGGEMAN
  122. 122. The patient storytelling board @STINUS230 @SOFIEBRUGGEMAN
  123. 123. 2. Crowd interpretation game Interpret and explain the patient stories to generate more and new insights @STINUS230 @SOFIEBRUGGEMAN
  124. 124. Crowd interpretation @STINUS230 @SOFIEBRUGGEMAN
  125. 125. 360° interpretation 55 hypertension patients 24 HCP’s 50 caregivers @STINUS230 @SOFIEBRUGGEMAN
  126. 126. “My family members do not appreciate it if the topic ‘nagging about my health’ is raised. It is our family taboo.” (Patient) “It would be good for patients to contact others and to raise hypertension as a topic for discussion with family and friends.” (Caregiver) 360° perspective @STINUS230 @SOFIEBRUGGEMAN
  127. 127. 3. Discussion stage Further shape insights and explore useful services to hypertension patients @STINUS230 @SOFIEBRUGGEMAN
  128. 128. From insight to action Reflective probing New services @STINUS230 @SOFIEBRUGGEMAN
  129. 129. @STINUS230 @SOFIEBRUGGEMAN
  130. 130. The impact on patients (…and the moderator) “I am hardly ever concerned with high blood pressure. It is hereditary and I take a pill everyday. But after two weeks of participating in this project, I did start to observe myself better.” “I have been living with high blood pressure for years. I hardly ever pause to think about it. But by participating in this community I do think consciously about it: how I live with it, how I fit it in with my life, and how I keep it in mind after all.” “I took the time to reflect on what hypertension means in my life. Usually you pay little or no attention because your situation is quite stable.” @STINUS230 @SOFIEBRUGGEMAN
  131. 131. “Very recognizable and definitely a translation of all types of patients that I see in my practice.” The impact on HCP’s “More openness to empower patients to self monitor their health condition.” @STINUS230 @SOFIEBRUGGEMAN
  132. 132. The impact for Merck Deliverables  1717 posts (blog + crowd interpretation + community)  Interactive health consumer dashboard (Pivot Viewer) with over 250 tagged pictures & texts  7 (unmet) needs and frictions across the patient journey  6 service concept solutions (only 4 adverse events encountered) @STINUS230 @SOFIEBRUGGEMAN
  133. 133. The impact for Merck “This methodology helps us to truly understand patient needs. The active involvement of the participants generated a lot of valuable insights, which were validated afterwards by physicians”. Nico Smets Business Unit Director Fertility & Endocrinology, CardioMetabolic Care & General Medicine @ Merck @STINUS230 @SOFIEBRUGGEMAN
  134. 134. WHO CONSIDERS A CAREER IN MARKET RESEARCH? @STINUS230 @SOFIEBRUGGEMAN
  135. 135. Nowthisisnottheend. Itisnoteventhebeginning oftheend.Butitis,perhaps,the endofthebeginning. Winston Churchill

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