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WARC/MIE - Engaging Research
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WARC/MIE - Engaging Research

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Presentation I gave at MIE & WARC Online 2012

Presentation I gave at MIE & WARC Online 2012

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  • Why a perfect storm? Increased power of consumers Consumers are looking for ways to contribute to growth of brands, want to collaborate Companies that have consumers involved in decision making are outperforming others Increased technological possibilities, doing research from the natural habitat of the consumer
  • Consumers come to the rescue in our to save the industry
  • Consumer truth: consumers are more empowered than ever, more marketing savvy, there is a huge media clutter, “it’s our brand too”, they want to co-create. Dialogue is the new sending. Then why the hell do we still treat them as cavemen? Business: Just buy my product and shut up Research: Just fill in my survey and shut up While there is so much more; more collaboration it needed. Consumer need / want: I wish there was a company that would bring consumers in the boardroom
  • Consumer truth: consumers are more empowered than ever, more marketing savvy, there is a huge media clutter, “it’s our brand too”, they want to co-create. Dialogue is the new sending. Then why the hell do we still treat them as cavemen? Business: Just buy my product and shut up Research: Just fill in my survey and shut up While there is so much more; more collaboration it needed. Consumer need / want: I wish there was a company that would bring consumers in the boardroom
  • Consumer truth: consumers are more empowered than ever, more marketing savvy, there is a huge media clutter, “it’s our brand too”, they want to co-create. Dialogue is the new sending. Then why the hell do we still treat them as cavemen? Business: Just buy my product and shut up Research: Just fill in my survey and shut up While there is so much more; more collaboration it needed. Consumer need / want: I wish there was a company that would bring consumers in the boardroom
  • Consumer truth: consumers are more empowered than ever, more marketing savvy, there is a huge media clutter, “it’s our brand too”, they want to co-create. Dialogue is the new sending. Then why the hell do we still treat them as cavemen? Business: Just buy my product and shut up Research: Just fill in my survey and shut up While there is so much more; more collaboration it needed. Consumer need / want: I wish there was a company that would bring consumers in the boardroom
  • Consumer truth: consumers are more empowered than ever, more marketing savvy, there is a huge media clutter, “it’s our brand too”, they want to co-create. Dialogue is the new sending. Then why the hell do we still treat them as cavemen? Business: Just buy my product and shut up Research: Just fill in my survey and shut up While there is so much more; more collaboration it needed. Consumer need / want: I wish there was a company that would bring consumers in the boardroom
  • Consumer truth: consumers are more empowered than ever, more marketing savvy, there is a huge media clutter, “it’s our brand too”, they want to co-create. Dialogue is the new sending. Then why the hell do we still treat them as cavemen? Business: Just buy my product and shut up Research: Just fill in my survey and shut up While there is so much more; more collaboration it needed. Consumer need / want: I wish there was a company that would bring consumers in the boardroom
  • Consumer truth: consumers are more empowered than ever, more marketing savvy, there is a huge media clutter, “it’s our brand too”, they want to co-create. Dialogue is the new sending. Then why the hell do we still treat them as cavemen? Business: Just buy my product and shut up Research: Just fill in my survey and shut up While there is so much more; more collaboration it needed. Consumer need / want: I wish there was a company that would bring consumers in the boardroom
  • Research is not taken seriously Validating more often than inspiring No seat in the boardroom Rather tactical than strategic “ U vraagt wij draaien”
  • Research is not taken seriously Validating more often than inspiring No seat in the boardroom Rather tactical than strategic “ U vraagt wij draaien”
  • Research is not taken seriously Validating more often than inspiring No seat in the boardroom Rather tactical than strategic “ U vraagt wij draaien”
  • I WOULD LIKE TO SHARE WITH YOU ON OF OUR KEY DESIGN INITIATIVES A PROGRAM WHERE WE CHALLENGED OURSELVES, DESIGNERS AND RESEARCH, TO OPEN UP TO NEWS WAYS OF GAINING INSIGHTS, FINDINGS BETTER WAYS LETTING THE INSIGHTS INSPIRE DESIGNERS. CHALLENGE DESIGNERS FROM ALL ALL OVER THE WORLD, CROSS CULTURE, CROSS DICIPLINE TO CO-CREATE A CLUB OF THE FUTURE. TO INNOVATE IN SEARCH OF ENHANCING PRECIOUS MOMENTS AND CREATING BEAUTIFUL MEMORIES OF CLUBBING.
  • WHY? DESIGN AND INNOVATION HAVE ALWAYS BEEN IN THE DNA OF HEINEKEN. FIRST EXPORT BEER FIRST GREEN BOTTLE WOBO; WORLD BOTTLE WE CHALLENGE OURSELVES EACH TIME.
  • DESIGN IS THE PREMIUMNESS OF THIS ERA DESIGN IS HEINEKEN ’ S KEY PILLAR TO BRING OUR BEER TO OUR CONSUMERS IN AN INNOVATIVE, PREMIUM MANNER. APPROPRIATE TO OUR CONSUMERS MINDSET, THE MOMENT, THE LOCATION, EVERY TIME IN A NEW REFRESHING MANNER. THE BEER QUALITY IS ALWAYS PREMIUM, THE OCCASSION VARIES AND WE STRIVE TO ENHANCE THE MOMENT, WHATEVER MOMENT. FOR CLUBS AND PREMIUM OUTLET WE HAVE DEVELOPED THIS BOTTLE, THE STR BOTTLE WHICH HAS WON DIVERSE AWARDS DUE TO ITS SUPRRISING AN INNOVATIVE CHARACTER. Silver Lion Cannes 2011 IF Award 2011 Dieline Award 2011 ADCN award 2011
  • THE INITIATIVE IN THE OPEN DESIGN EXPLORATIONS PROJECT EDITION ONE, THE CLUB WE CHALLENGED DESIGNERS AROUND THE WORLD TO CREATE THEIR VISION OF THE FUTURE CLUB, TO BE BUILD AT THE PRESTIGUES DESIGN FAIR IN MLANO APRIL 2012. A GREAT PODIUM FOR DESIGNERS TO SHOWCASE THEIR TALENT. NOT FOR MONEY BUT FOR THE GLORY.
  • YOUNG DESIGN TALENT FROM SAO PAULO, NEW YORK, MILANO AND TOKIO TO CO CREATE WITH US TO CAPTURE THE COMMONALITIES OF CLUBBING AROUND THE WORLD BUT ALSO TO ENRICH THE THINKING WITH THE CULTURAL FLAVOUR AND DIFFERENCES.
  • THE CHALLENGE IS TO CREATE CREATE IMMERSIVE EXPERIENCES. AND THE ROLE THE HEINEKEN BRAND CAN PLAY.
  • I TRULY BELIEVE THAT DESIGN PROCESSES AND INNOVATIVE THINKING IS IGNITED BY PUTTING DESIGNERS FROM DFFERENT DICIPLINES TOGETHER. TO GET A FULL INTEGRATED CONCEPT THIS IS A MUST, AND IT IS ENJOYABLE TO DISCOVER HOW THEY CAN INSPIRE EACH OTHER AND THINK CROSS DICIPLINE. TO FIND THESE DESIGNERS WE APPROACHED KEY DESIGN BLOGS LIKE COOLHUNTING, DWELL, CORE 77, AND SET OUT OUR SEARCH. A LOT OF INTEREST AND GREAT RESPONSE. 100 PIECES OF GLOBAL COVERAGE 7000 VIEWS OF THE COACHES AND INVITE VIDEO 15.000 VISITS ON FACEBOOK ODE TAB (4 cities only) 200 PORTFOLIOS RECEIVED!
  • AS CO-CREATION IS KEY TO THE SUCCES OF THE PROGRAM, WE WANTED TO GET TO KNOW THE DESIGNERS. WHO ARE THE PEOPLE BEHIND THE PICTURES? WE INVITED 15 DESIGNERS PER CITY TO PRESENT THEIR PORTFOLIO AT A WORLDWIDE KNOWN TALENT SCOUTING NIGHT ORIGINATED IN JAPAN< PECHAKUCHA WHICH LITERALY MEANS TO CHITCHAT. 20 SECONDS 20 SLIDES. KNOWN IN THE DESIGN COMMUNITY ALL AROUND THE WORLD.
  • JUST WANT TO SHARE A MOVIE IMPRESSION OF THE DESIGN FLAVOUR THE DESIGNERS AND THEIR EXITEMENT TO BE INVOLVED
  • THE DESINGERS WERE STRANGERS, SO WE TOOK THEM ON A CLUB TOUR TO OBSERVE INTERIORS, BEHAVIOUR AND SHARE THOUGHTS IDEAS AND GET TO KNOW EACH OTHER. A GREAT TEAM SPIRIT WAS CREATED! TO ENABLE CO-CREATION WE HAVE ASKED INSITES TO SET UP A PLATFORM WITH US. AS DESIGNERS WORK FROM ALL OVER THE WORLD THE Y HAVE TO BE ABLE TO SHARE IDEAS, BUILD ON EACH OTHER IDEAS, GET FEEDBACK FROM EACH OTHER AND THE COACHES AND BE INSPIRED.
  • TO GIVE THEM THE RIGHT BAKCGROUND AND INSPIRATION, WE AKSED 140 CLUBBERS TO SHARE THEIR EXPERIENCES. SOMETIMES THE SIMPLEST, OBSERVATIONS CAN LEAD TO GREAT DESIGN SOLUTIONS.
  • WE CHALLENEG OURSELVES TO BE INNOVATIVE AND GROUNDBREAKING, WE ALSO CHALLENGE OUR PARTNERS.
  • TO DIRECT THE DESIGNERS AND HELP THEM FOCUS WE CREATED A BRIEF EVERY 2 WEEKS ON AN AREA, ITS INSIGHTS AND CHALLENGES. EXAMPLE STORIES: REFRESHMENT/ORDERING A BEER WAITING IN LINE AT BAR, EYE CONTACT BARMAN, LOOKING FOR YOUR FRIENDS A NICE PLAY TO STAND, WAITING FOR YOUR FRIENDS, WHAT DO YOU DO? LOUNGE YOU LIKE TO SEE THE DANCING BUT YOU DO NOT WANT THE LOUD SOUND, YOU WANT TO BE SERVED, SEEN ENTRANCE WAITING AT AN ENTRANCE IS ANNOYING, IT IS COLD, PEOPLE ARE BEING LET IN IN FRONT OF YOU, WAITING IS BRING. CAN WE ENTERNATIN THEM, FEEL NOTICED? ARE THERE ANY NICE DOORBITCHES?
  • ENDLESS IDEAS IDEAS THAT MAKE SENSE, NOT DESIGN FOR DESIGN SAKE CO-CREATING A BIG IDEA. ONE TO ENHANCE ENJOYMENT IN CLUBS, THE MEMORIES AND… REDUCE ANNOYANCES.
  • YOU THOUGHT I WOULD SHARE THE FINAL RESULT WITH YOU?

WARC/MIE - Engaging Research WARC/MIE - Engaging Research Presentation Transcript

  • Tom De Ruyck Head of Research Communities, InSites Consulting Engaging Research Case Study: Heineken Open Design Explorations Caroline Van Hoff On Premise Concept Development Manager, Heineken International
  • How we used to work ...
  • Marketers ‘shouting’ messages
  • Creatives trusting their gut feeling
  • Researchers in ‘ivory towers’
  • ... an old model without any future! One-shot One-way
  • We are forced to change!
  • Since yesterday ... Power to the people
  • A perfect storm
  • Consumers to the rescue
  • But it requires a new mindset Ongoing Two-way Engaging
  • Exploitation Collaboration
  • Empowering consumers!
  • Research Communities
  • Consumer centricity
  • Transparency & honesty
  • Talking Observing Listening
  • Real engagement PAY for attention PLAY for attention
  • “ Hello, Sebastien, You're a very intelligent, dedicated, responsible and reliable moderator and friend, and I consider myself as being privileged to have met you in the Heineken Concept Club online community. I know you will go very far in your career, and I wish you All The Very Best For The Future, Sebastien!” Lotus2 from the Heineken Concept Club Community A new model is born!
  • The other ‘issue’ we have
  • The Calimero syndrome
  • 80% of research buyers = unhappy
  • Learn from the neighbours
  • The Heineken ‘challenge’
  • Designers & Research!? Co-creation
  • THE INNOVATIVE NATURE OF HEINEKEN
  •  
  •  
  • ARE YOU THE BRIGHT DESIGNER WITH ILLUMINOUS IDEAS?
  • … TO ENHANCE THE ENJOYMENT AND THE MEMORIES OF CLUBBING?
  • Heineken a design(er) brand
  • Selecting young designers
  •  
  •  
  • Inspired by trendy clubgoers
  • A matching way of reporting
  • ... for maximal impact
  • ORDERING A BEER… IMPROVE INTERACTION CREATE EXITEMENT, ENGAGEMENT AND SURPRISE?
  • Conclusions
  • IF YOU WANT TO EXPERIENCE IT, COME AND VISIT US AT THE SALONE DESIGN FAIR IN MILANO APRIL 17-22TH OF APRIL 2012
  •  
  • Enjoy your journey!