Webinar: Structural Collaboration with Consumers

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Smartees Webinar on Structural Collaboration with Consumers. Presentation by Niels Schillewaert and Filip De Boeck, hosted by InSites Consulting on October 18, 2012.

Webinar: Structural Collaboration with Consumers

  1. 1. Fact sheet• Spin-off of top ranked business school• 15 years of experience and know how• Pioneer and innovator in digital methods• Most awarded #mrx agency• Strong consulting attitude• Fully independent• New York, Timisoara, London, Rotterdam, Ghent• 120 passionate international team members INNOVATORS• Worldwide certified moderator network• Working for 30% best global brands (Interbrand) academic Who we are
  2. 2. Crazy SmartGamers CookiesMe SafeToos Havens Who we are
  3. 3. METHODSSolid We are proud to be the most awarded agency in the world by ESOMAR, AMA, ARF, MRS, SPSS, MOA… Since more than 10 years our ForwaR&D Lab develops state-of-the art methods. We believe in co-creating together with clients (e.g. Unilever, Heinz, Heineken, UCB) and academics (e.g. Penn State University, University of Houston, ESSEC, University of Maastricht) to remain ahead of the curve. Who we are
  4. 4. THINKING CreativeOur genuine interest in how consumers think,behave and evolve, goes beyond research.We inspire our clients to engage in the consumerconversation and to collaborate with them toshape the future of their brands.We are so passionate about our vision that weembed it in everything we do. We even write best-selling management books about it.www.conversationmanagement.comwww.howcoolbrandsstayhot.com Who we are
  5. 5. @niels_insites
  6. 6. >50% 5 65% Product experience Conversation Starters Promotions Contests News Advertising: decreases@niels_insites
  7. 7. @niels_insites
  8. 8. @niels_insites
  9. 9. @niels_insites
  10. 10. @niels_insites
  11. 11. @niels_insites
  12. 12. ALREADY WITHYOUR BRANDFOR AGES @niels_insites
  13. 13. Extra-ordinaryENGAGEMENT @niels_insites
  14. 14. @niels_insites
  15. 15. @niels_insites
  16. 16. 53% plans  33%rank 2 out of 16 emerging technologies actual year later2010 2011 The status of online research communities today?11% understandsrank 16 out of 16 emerging technologies2010 @niels_insites
  17. 17. @niels_insites
  18. 18. @niels_insites
  19. 19. @niels_insites
  20. 20. @niels_insites
  21. 21. 7x@niels_insites
  22. 22. What you DO to people is equally important as what you ASK@niels_insites
  23. 23. @niels_insites
  24. 24. @niels_insites
  25. 25. @niels_insites
  26. 26. @niels_insites
  27. 27. Participants challenge our analysis.Crowd interpretation- Explaining findings we don’t fully understand- Illustrating findings with personal examples- Going beyond first impressions @niels_insites
  28. 28. CROWD-INTERPRETATION 20% to 40% unique insights from the crowd @niels_insites
  29. 29. @niels_insites
  30. 30. 1 Knowledge Leverage We engage consumers to think harder, to think better allowing us to get better data and generate richer knowledge. We activate them to structurally collaborate with us to co-create the future of brands. “A closed research community – brilliantly moderated by InSites Consulting – allowed us to learn from lead users and co-create our B&J’s marketing plans.”
  31. 31. @niels_insites
  32. 32. 2 Internal Leverage Change management within companies based on research by changing the hearts, minds and actions of executives. The effects of our research go beyond traditional reporting, e.g. by means of positive disruption games and communication campaigns..“The amount of information youpulled together for us is incrediblyinsightful and helpful. Its alsopresented in such an engaging waythat it makes going through thecontent enjoyable.It truly is the best research reportIve seen in many, many years, if notthe best. Thanks again.”
  33. 33. @niels_insites
  34. 34. @niels_insites
  35. 35. It is about HUMANS, not technology orpanelsThey do not pay attention to BORING things.We need to ENGAGE, and relate with ouraudiencesAlso CROSS-CULTURALLYAnd create IMPACT within and outside @niels_insites
  36. 36. Influence hard to INSPIRE target groups Actually CREATE the future club Put DESIGN on top of the list Draw attention in general and specialized PRESS … by means of creative and smart cookie methods@niels_insites
  37. 37. Managing Partner linkedin.com/in/nielsschillewaert @niels_insites niels@insites-consulting.com www.insites-consulting.comNew York I London I Ghent I Rotterdam
  38. 38. Consumerinsights inspirethe nightlifeexperience oftomorrow
  39. 39. The historical legacy behind Heineken’sdesign credence is what led the brandto pursue its progressive rootsand encourage emerging designers
  40. 40. Challenges1 Involve young designers in a vision on the future?2 Facilitate co-creation among the design team?3 Engage trendy clubbers from all over the world?4 Report findings to designers and select ideas?
  41. 41. How to create the club of tomorrow?Join forces with a multidisciplinary group of designers
  42. 42. Crowdsourcing emerging designersvia social media
  43. 43. Making the final selection on Pecha Kucha nightsin Milan, New York, Sao Paulo & Tokyo
  44. 44. How to create the club of tomorrow?Join forces with a multidisciplinary group of designersFacilitate co-creation among the design team
  45. 45. How to create the club of tomorrow?Join forces with a multidisciplinary group of designersFacilitate co-creation among the design teamConnect with clubbers and understand their journey
  46. 46. Online Research Community
  47. 47. Understanding the journey of clubbers120 20 ClubbingPARTICIPANTS COUNTRIES design-savvy Heineken
  48. 48. The Heineken concept club community Clubbing experience Role of clubbing Review of the nightlife experience Ideal experience
  49. 49. How to create the club of tomorrow?Join forces with a multidisciplinary group of designersFacilitate co-creation among the design teamConnect with clubbers and understand their journeyReport the findings to the designers & select the ideas
  50. 50. Connecting Discovering Getting a drinkDancing Cooling down Ending the night
  51. 51. The layout takes a cue fromthe nightlife journey of clubbers
  52. 52. How to create the club of tomorrow?Join forces with a multidisciplinary group of designersFacilitate co-creation among the design teamConnect with clubbers and understand their journeyReport the findings to the designers & select the ideasThe result?
  53. 53. 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.
  54. 54. The staff is dressed in vibrant futuristic outfits,in line with the ‘Changing perspectives’ theme of the club.
  55. 55. It is so frustratingnot to be noticedby the bartender!I’m clearly trying toget his attention,however others arebeing served beforeme.
  56. 56. The bar is interactive and allows you to order a beer,it even keeps track of who is next in line.
  57. 57. For me dancing is agreat way torelease my energyand to loose myinhibitions; it wouldbe great if there wasenough space toreally go wild!
  58. 58. Leave your drink on the numbered shelfand go crazy on the dance floor.
  59. 59. 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.
  60. 60. When it’s time to move on,a friendly concierge will guideclubbers onwards, giving directionsand arranging cabs home.
  61. 61. RESULTSOpen Design Exploration has become the 4thGlobal Activation Platform for Heineken
  62. 62. H ® BUILDS CREDIBILTY IN DESIGN WORLD13.000 + VISITORS3 MILLION + VIEWS ON VICE TV ; 21.000 + VIEWS OF ODE MOVIES 250.000 VIEWS- COOLHUNTING + + 70.000 VIEWS + 600.000 print- WALLPAPER533 COVERAGE PIECES ON THE CLUB + 14 IN DEPTH INTERVIEWS “ I thought Heinekens Milan concept club project was a real highlight of the Milan furniture fair. Ambitious in scope and extremely well executed, it really moved the brand forward and positioned it as a defining force within the design world. I was particularly impressed by the brands approach to mentoring and nurturing new design talent.“ Sunday Times: Style
  63. 63. The Heineken Concept Club @filip_deboeck filip@insites-consulting.com
  64. 64. Thank you! Check our upcoming Smartees on: http://smartees.insites-consulting.com

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