Structural collaboration: Market research in a professional reality
 

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.

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 Structural collaboration: Market research in a professional reality Presentation Transcript

    • Market Research in a professional reality InSites Consulting @STINUS230 @SOFIEBRUGGEMAN
    • 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
    • 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
    • WHO CONSIDERS A CAREER IN MARKET RESEARCH? @STINUS230 @SOFIEBRUGGEMAN
    • @STINUS230 @SOFIEBRUGGEMAN
    • Contents Who the f*** is InSites? Why we believe in online research Research Methodologies Consumer Consulting Boards ODG’s vs. One-on-Ones
    • Who the f*** is InSites?
    • 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
    • A people-centric culture @STINUS230 @SOFIEBRUGGEMAN
    • @STINUS230 @SOFIEBRUGGEMAN
    • @STINUS230 @SOFIEBRUGGEMAN
    • @STINUS230 @SOFIEBRUGGEMAN
    • @STINUS230 @SOFIEBRUGGEMAN
    • 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
    • Why we believe in online research
    • @@ C More open and honest 1. @STINUS230 @SOFIEBRUGGEMAN
    • C Context potential @ 2. @STINUS230 @SOFIEBRUGGEMAN
    • @tomderuyck@ C No Regional constraints 3. @STINUS230 @SOFIEBRUGGEMAN
    • @tomderuyck@tomderuyck@ C Limited group pressure 4. @STINUS230 @SOFIEBRUGGEMAN
    • @ C Easy to monitor 5. @tomderuyck@tomderuyck@@STINUS230 @SOFIEBRUGGEMAN
    • @tomderuyck@@tomderuyck@tomderuyck@ C High consecutive learning 6. @STINUS230 @SOFIEBRUGGEMAN
    • C Bottom-up insights 7. @tomderuyck@@tomderuyck@tomderuyck@@STINUS230 @SOFIEBRUGGEMAN
    • @@tomderuyck@@tomderuyck@tomderuyck@ C Reach all target groups 8. @STINUS230 @SOFIEBRUGGEMAN
    • @@@tomderuyck@@tomderuyck@tomderuyck@ C On-going potential 9. @STINUS230 @SOFIEBRUGGEMAN
    • Methodologies
    • 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
    • @STINUS230 @SOFIEBRUGGEMAN N (opinions) N (respondents)
    • 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
    • 1 on 1 vs. ODG’s
    • • 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
    • 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
    • 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
    • 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
    • TIME FOR CASE STUDIES! @STINUS230 @SOFIEBRUGGEMAN
    • 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!
    • 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
    • #Confidential Danone case studyDanone case study #Confidential Xxx case study #Confidential
    • Global Community Moderator Network Global Consumer Co-researcher Network #Confidential Danone case studyDanone case study #Confidential Xxx case study #Confidential
    • #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
    • #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!
    • #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
    • #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
    • @STINUS230 @SOFIEBRUGGEMAN
    • Consumer Consulting Boards
    • Flashback @STINUS230 @SOFIEBRUGGEMAN
    • @STINUS230 @SOFIEBRUGGEMAN
    • @STINUS230 @SOFIEBRUGGEMAN
    • Consumer Consultant @STINUS230 @SOFIEBRUGGEMAN
    • @STINUS230 @SOFIEBRUGGEMAN
    • @STINUS230 @SOFIEBRUGGEMAN
    • @STINUS230 @SOFIEBRUGGEMAN
    • the motivations of today’s consumers, we have to understand their lives. If we want to know how to understand @STINUS230 @SOFIEBRUGGEMAN
    • ? ? ? ? 4 things to remember about consumers @STINUS230 @SOFIEBRUGGEMAN
    • 1 @STINUS230 @SOFIEBRUGGEMAN
    • A world full of user-generated information. @STINUS230 @SOFIEBRUGGEMAN
    • A world full of user-generated information. @STINUS230 @SOFIEBRUGGEMAN
    • empowered @STINUS230 @SOFIEBRUGGEMAN
    • Impact on qualitative research? Social tools @STINUS230 @SOFIEBRUGGEMAN
    • 1 2 @STINUS230 @SOFIEBRUGGEMAN
    • @STINUS230 @SOFIEBRUGGEMAN
    • connectedempowered @STINUS230 @SOFIEBRUGGEMAN
    • Impact on qualitative research? Social tools Longitudinal connection @STINUS230 @SOFIEBRUGGEMAN
    • 1 2 3 @STINUS230 @SOFIEBRUGGEMAN
    • Life of George @STINUS230 @SOFIEBRUGGEMAN
    • smart co-creator empowered connected @STINUS230 @SOFIEBRUGGEMAN
    • Impact on qualitative research? Social tools Longitudinal connection Collaboration with brands @STINUS230 @SOFIEBRUGGEMAN
    • Impact on qualitative research? Social tools Longitudinal connection Collaboration with brands @STINUS230 @SOFIEBRUGGEMAN
    • 1 2 34 @STINUS230 @SOFIEBRUGGEMAN
    • 90-99% of behaviour is emotional. And they like to share it! @STINUS230 @SOFIEBRUGGEMAN
    • smart co-creator empowered emotional connected @STINUS230 @SOFIEBRUGGEMAN
    • Impact on qualitative research? Social tools Longitudinal connection Collaboration with brands Emotional tools @STINUS230 @SOFIEBRUGGEMAN
    • @STINUS230 @SOFIEBRUGGEMAN
    • He would connect with consumers through an online research community. @STINUS230 @SOFIEBRUGGEMAN
    • 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
    • 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
    • Insighting Developing Optimizing Implementing Business Objectives @STINUS230 @SOFIEBRUGGEMAN
    • @STINUS230 @SOFIEBRUGGEMAN
    • 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
    • How to create the club of tomorrow? Join forces with a multidisciplinary group of designers @STINUS230 @SOFIEBRUGGEMAN
    • Crowdsourcing emerging designers via social media @STINUS230 @SOFIEBRUGGEMAN
    • Making the final selection on Pecha Kucha nights in Milan, New York, Sao Paulo & Tokyo @STINUS230 @SOFIEBRUGGEMAN
    • @STINUS230 @SOFIEBRUGGEMAN
    • How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Connect with clubbers and understand their journey @STINUS230 @SOFIEBRUGGEMAN
    • Understanding the journey of clubbers PARTICIPANTS 120 COUNTRIES 20 Clubbing design-savvy Heineken @STINUS230 @SOFIEBRUGGEMAN
    • Online Research Community @STINUS230 @SOFIEBRUGGEMAN
    • The Heineken concept club community Clubbing experience Role of clubbing Review of the Ideal experience nightlife experience @STINUS230 @SOFIEBRUGGEMAN
    • 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
    • @STINUS230 @SOFIEBRUGGEMAN
    • Connecting Discovering Getting a drink Dancing Cooling down Ending the night @STINUS230 @SOFIEBRUGGEMAN
    • The layout takes a cue from the nightlife journey of clubbers @STINUS230 @SOFIEBRUGGEMAN
    • 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
    • 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
    • The staff is dressed in vibrant futuristic outfits, in line with the ‘Changing perspectives’ theme of the club. @STINUS230 @SOFIEBRUGGEMAN
    • @STINUS230 @SOFIEBRUGGEMAN
    • 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
    • The bar is interactive and allows you to order a beer, it even keeps track of who is next in line. @STINUS230 @SOFIEBRUGGEMAN
    • @STINUS230 @SOFIEBRUGGEMAN
    • @STINUS230 @SOFIEBRUGGEMAN
    • 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
    • Leave your drink on the numbered shelf and go crazy on the dance floor. @STINUS230 @SOFIEBRUGGEMAN
    • 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
    • Clubbers are invited to express their thoughts on an origami-shaped wall. @STINUS230 @SOFIEBRUGGEMAN
    • Instant pictures provide to take home. you with a tangible memory @STINUS230 @SOFIEBRUGGEMAN
    • 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
    • When it’s time to move on, a friendly concierge will guide clubbers onwards, giving directions and arranging cabs home. @STINUS230 @SOFIEBRUGGEMAN
    • 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
    • @STINUS230 @SOFIEBRUGGEMAN
    • 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
    • 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
    • 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
    • The patient consulting board 1 2 3 1 2 3 Blog Crowd Interpretation Discussions @STINUS230 @SOFIEBRUGGEMAN
    • What is a GOOD customer insight ? x x =Aha!! It’s me !!! @STINUS230 @SOFIEBRUGGEMAN
    • INSIGHT ACTIVATION PATIENT … is hard! @STINUS230 @SOFIEBRUGGEMAN
    • 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
    • SAY ‘Hi’ TO YOUR PATIENT CONSULTING BOARD @STINUS230 @SOFIEBRUGGEMAN
    • 1. Online ethnography OBSERVING hypertension patients by asking them to blog about their life @STINUS230 @SOFIEBRUGGEMAN
    • Get immersed in the life of patients Explore typical hypertension moments Discover routines hypertension moments @STINUS230 @SOFIEBRUGGEMAN
    • 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
    • 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
    • Beyond the in-home visit The impact of type of day on compliance @STINUS230 @SOFIEBRUGGEMAN
    • Seeing the world through their eyes @STINUS230 @SOFIEBRUGGEMAN
    • The patient storytelling board @STINUS230 @SOFIEBRUGGEMAN
    • 2. Crowd interpretation game Interpret and explain the patient stories to generate more and new insights @STINUS230 @SOFIEBRUGGEMAN
    • Crowd interpretation @STINUS230 @SOFIEBRUGGEMAN
    • 360° interpretation 55 hypertension patients 24 HCP’s 50 caregivers @STINUS230 @SOFIEBRUGGEMAN
    • “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
    • 3. Discussion stage Further shape insights and explore useful services to hypertension patients @STINUS230 @SOFIEBRUGGEMAN
    • From insight to action Reflective probing New services @STINUS230 @SOFIEBRUGGEMAN
    • @STINUS230 @SOFIEBRUGGEMAN
    • 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
    • “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
    • 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
    • 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
    • WHO CONSIDERS A CAREER IN MARKET RESEARCH? @STINUS230 @SOFIEBRUGGEMAN
    • Nowthisisnottheend. Itisnoteventhebeginning oftheend.Butitis,perhaps,the endofthebeginning. Winston Churchill