SlideShare a Scribd company logo
1 of 32
Download to read offline
Qualitative 360 Europe
2014
Gold Sponsor

Silver Sponsor

Supported by

Organised by
Mobilizing Urban
Parents Around the
World
Marieke Koningen | Market Intelligence Manager Dorel Europe
Anouk Willems | Research Innovation Manager InSites Consulting
Hi! I’m Marieke

and I’m Anouk

Market Intelligence Manager

Research Innovation Manager
Qual360
Europe 2014
The story of the

longboardstroller
1/Challenge
2/Approach
3/Insights
4/Impact

Qual360
Europe 2014
Urbanization
is a trend we can’t beat

Qual360
Europe 2014
On a quest for
universal insights

Qual360
Europe 2014
Immerse into the world
of the Urban Parent
Inspire entire Quinny team
Understand daily challenges
Context: mobility

Qual360
Europe 2014
120 urban parents
7 cities
3 weeks
2900 posts

Urban Parents
Consulting Board
Qual360
Europe 2014
Challenge #1
Languages
London

Global generation
Attitude
Skills

Berlin

Seoul

New York
Tokyo

Kuala Lumpur
Sao Paulo

Qual360
Europe 2014
Challenge #2
Context
Engagement
Different feedback
Higher relevance

65%
2x more visuals
47 vs. 87 words
Qual360
Europe 2014
Challenge #3
Engagement

Thanks, Quinny... Now I can show
off the buggy to my other moms
out there and make them jealous
because this buggy is not available
in Malaysia and I OWN it...Yeay!
By Asyikin, Kuala Lumpur

Qual360
Europe 2014
From data to
universal insights
In-sight |’in.sit|

Qual360
Europe 2014
#1

My love for my city is so
big that I’m ready to take
up every challenge
accompanied with this
lifestyle
Qual360
Europe 2014
The City for Life Parent
Even with the problems that happen in
this huge city, we love to live here. It
has so many great restaurants, lots of
theatres, shopping malls, parks, the
cultural life is very nice here. SP is
also the financial capital of the country
so lots of business happen here.
Changing experience with people
around the world will help me and my
family to deal with bad stuff that SP
has, making our life more enjoyable.

Clarissa

Qual360
Europe 2014
#2
Besides experiencing the
dynamics of city life, I
want my children to go
‘back to basic’ and not
forget about the authentic
things in life such as
nature
Qual360
Europe 2014
2. Going back to basic
Starlitsky
My daughter loves being outside, so
much so that if she wants to go play
outside, she will get her shoes and have
me put them on and the get my shoes and
try to put them on for me. So whether she
is just sitting in the grass exploring or
getting to run around on a playground
she just loves being outside.

Qual360
Europe 2014
#3
The city can be quite
impersonal and I don’t
want my children to grow
up thinking there are no
people who care about
them”
Qual360
Europe 2014
3. The Modern Family
My parents encouraged me to leave the kids at
home with them as they love kids and would be
more than happy to look after them. It is
important in our family that we see the children
grow up and they do not spend hours being looked
after in a daycare center or a babysitter. We love
to keep the ties with the children tight in the
family.

Supersavvy

Sontschi
Our families don’t live in Berlin. We Skype
regularly with them. My 15month old daughter
starts to realize, that her grandparents talk to
her through the iPhone or tablet and she loves
it. She waves her hand to them and talks
something in her baby language.

Qual360
Europe 2014
#4
Although we live in such a
big and sometimes
anonymous city, I really
want my children to feel
safe and at home in our
own neighborhood
Qual360
Europe 2014
Bigmamabrown

4. Getting around
Routine trips are to the store, up
into town to meet friends, to baby
groups and group activities. If
we’re staying local, we use the
stroller because Iz LOVES to face
out and stare at people as we pass,
nosy little biddy.*lol*.
We have regular play groups in our
area, they’re very important for her
socialization and for my sanity!
Some of them have music and
singing, all of them have friends for
her to play with, and we love them.

Qual360
Europe 2014
And…Action!

Qual360
Europe 2014
Creating positive
disruption
Urban parents have many reasons for
loving the city life, but what reason do
parents mention most often when
talking about why they like the city?
A. Good schooling
B. Wide offer of activities
C. Many opportunities

Qual360
Europe 2014
Mobilizing urban parents around the world - How Quinny leveraged universal insights for global branding and innovation - Dorel & InSites
Impact:
Repositioning
the brand
Qual360
Europe 2014
SKILLS

From looks to
skills, from
me to we
ME

LOOKS

WE

Qual360
Europe 2014
New social
currency

Qual360
Europe 2014
New product
innovations
Prioritize product ideas
Guide internal discussions

Qual360
Europe 2014
The story of the

longboardstroller
Partner Studio Peter van Riet
Viral campaign
OVAM Eco Award PRO 2012

Qual360
Europe 2014
Qual360
Europe 2014
Qual360
Europe 2014
Thank you!
Questions?
Qual360
Europe 2014
Qualitative 360 Europe
2014
Gold Sponsor

Silver Sponsor

Supported by

Organised by

More Related Content

What's hot

Question i ie admission
Question i  ie admissionQuestion i  ie admission
Question i ie admissionChiara Cantaro
 
10 Charity Fundraising Opportunities for 2014
10 Charity Fundraising Opportunities for 201410 Charity Fundraising Opportunities for 2014
10 Charity Fundraising Opportunities for 2014Edward
 
Observation and creativity
Observation and creativityObservation and creativity
Observation and creativityJerChung
 
The Social Media Savvy Grannies
The Social Media Savvy GranniesThe Social Media Savvy Grannies
The Social Media Savvy GranniesManish Sinha
 

What's hot (7)

Question i ie admission
Question i  ie admissionQuestion i  ie admission
Question i ie admission
 
10 Charity Fundraising Opportunities for 2014
10 Charity Fundraising Opportunities for 201410 Charity Fundraising Opportunities for 2014
10 Charity Fundraising Opportunities for 2014
 
Observation and creativity
Observation and creativityObservation and creativity
Observation and creativity
 
Highland outline
Highland outlineHighland outline
Highland outline
 
Live and learn
Live and learnLive and learn
Live and learn
 
Presentation on Entrepreneurship on Tea Bags...
Presentation on Entrepreneurship on Tea Bags...Presentation on Entrepreneurship on Tea Bags...
Presentation on Entrepreneurship on Tea Bags...
 
The Social Media Savvy Grannies
The Social Media Savvy GranniesThe Social Media Savvy Grannies
The Social Media Savvy Grannies
 

Similar to Mobilizing urban parents around the world - How Quinny leveraged universal insights for global branding and innovation - Dorel & InSites

Mobilising Urban Parents around the world at ESOMAR Career event
Mobilising Urban Parents around the world at ESOMAR Career eventMobilising Urban Parents around the world at ESOMAR Career event
Mobilising Urban Parents around the world at ESOMAR Career eventInSites on Stage
 
Marieke koningConnected Anytime and Anywhere: Mobilizing Urban Parents Around...
Marieke koningConnected Anytime and Anywhere: Mobilizing Urban Parents Around...Marieke koningConnected Anytime and Anywhere: Mobilizing Urban Parents Around...
Marieke koningConnected Anytime and Anywhere: Mobilizing Urban Parents Around...BAQMaR
 
Quinny 'Urban Parents Community' Case
Quinny 'Urban Parents Community' CaseQuinny 'Urban Parents Community' Case
Quinny 'Urban Parents Community' CaseTom De Ruyck
 
Collaborating with consumers Eat 'n Learn Smartees
Collaborating with consumers Eat 'n Learn SmarteesCollaborating with consumers Eat 'n Learn Smartees
Collaborating with consumers Eat 'n Learn SmarteesInSites on Stage
 
Collaborating with Consumers Eat 'n Learn Smartees
Collaborating with Consumers Eat 'n Learn Smartees Collaborating with Consumers Eat 'n Learn Smartees
Collaborating with Consumers Eat 'n Learn Smartees InSites on Stage
 
Walmart And Its Effects On Children
Walmart And Its Effects On ChildrenWalmart And Its Effects On Children
Walmart And Its Effects On ChildrenMandy Cross
 
From Curious To Creative | Splendora
From Curious To Creative | SplendoraFrom Curious To Creative | Splendora
From Curious To Creative | SplendoraBrian Housand
 
Trend Mill 2013
Trend Mill 2013Trend Mill 2013
Trend Mill 2013DDB Russia
 
Responsible Travel: We have to learn before we can help!
Responsible Travel: We have to learn before we can help!Responsible Travel: We have to learn before we can help!
Responsible Travel: We have to learn before we can help!Daniela Papi
 
Social Media Talk for Trinity Mirror South West #WDYT
Social Media Talk for Trinity Mirror South West #WDYTSocial Media Talk for Trinity Mirror South West #WDYT
Social Media Talk for Trinity Mirror South West #WDYTJon Payne
 
Indifesa Terre Des Hommes campaign
Indifesa Terre Des Hommes campaignIndifesa Terre Des Hommes campaign
Indifesa Terre Des Hommes campaignFederico Oliveri
 
Meghan Crowley Trend Portfolio
Meghan Crowley Trend PortfolioMeghan Crowley Trend Portfolio
Meghan Crowley Trend Portfoliomegcrowley
 
Wearable at for Individuals who are Blind and/or Visually Impaired for Transi...
Wearable at for Individuals who are Blind and/or Visually Impaired for Transi...Wearable at for Individuals who are Blind and/or Visually Impaired for Transi...
Wearable at for Individuals who are Blind and/or Visually Impaired for Transi...Jeremy St. Pierre
 
Mumstock 2015_White Papers_Book
Mumstock 2015_White Papers_BookMumstock 2015_White Papers_Book
Mumstock 2015_White Papers_BookLaura Massie
 
My College Life Paragraph. Paragraph On Memorable Day Of My College ...
My College Life Paragraph. Paragraph On Memorable Day Of My College ...My College Life Paragraph. Paragraph On Memorable Day Of My College ...
My College Life Paragraph. Paragraph On Memorable Day Of My College ...Cindy Wooten
 

Similar to Mobilizing urban parents around the world - How Quinny leveraged universal insights for global branding and innovation - Dorel & InSites (20)

Mobilising Urban Parents around the world at ESOMAR Career event
Mobilising Urban Parents around the world at ESOMAR Career eventMobilising Urban Parents around the world at ESOMAR Career event
Mobilising Urban Parents around the world at ESOMAR Career event
 
Marieke koningConnected Anytime and Anywhere: Mobilizing Urban Parents Around...
Marieke koningConnected Anytime and Anywhere: Mobilizing Urban Parents Around...Marieke koningConnected Anytime and Anywhere: Mobilizing Urban Parents Around...
Marieke koningConnected Anytime and Anywhere: Mobilizing Urban Parents Around...
 
Quinny 'Urban Parents Community' Case
Quinny 'Urban Parents Community' CaseQuinny 'Urban Parents Community' Case
Quinny 'Urban Parents Community' Case
 
Collaborating with consumers Eat 'n Learn Smartees
Collaborating with consumers Eat 'n Learn SmarteesCollaborating with consumers Eat 'n Learn Smartees
Collaborating with consumers Eat 'n Learn Smartees
 
Collaborating with Consumers Eat 'n Learn Smartees
Collaborating with Consumers Eat 'n Learn Smartees Collaborating with Consumers Eat 'n Learn Smartees
Collaborating with Consumers Eat 'n Learn Smartees
 
Walmart And Its Effects On Children
Walmart And Its Effects On ChildrenWalmart And Its Effects On Children
Walmart And Its Effects On Children
 
From Curious To Creative | Splendora
From Curious To Creative | SplendoraFrom Curious To Creative | Splendora
From Curious To Creative | Splendora
 
Team talk-October-2014 kleeneze
Team talk-October-2014 kleenezeTeam talk-October-2014 kleeneze
Team talk-October-2014 kleeneze
 
Trend Mill 2013
Trend Mill 2013Trend Mill 2013
Trend Mill 2013
 
AuraTalk issue 5
AuraTalk issue 5AuraTalk issue 5
AuraTalk issue 5
 
Responsible Travel: We have to learn before we can help!
Responsible Travel: We have to learn before we can help!Responsible Travel: We have to learn before we can help!
Responsible Travel: We have to learn before we can help!
 
Market Research.
Market Research.Market Research.
Market Research.
 
Social Media Talk for Trinity Mirror South West #WDYT
Social Media Talk for Trinity Mirror South West #WDYTSocial Media Talk for Trinity Mirror South West #WDYT
Social Media Talk for Trinity Mirror South West #WDYT
 
Indifesa Terre Des Hommes campaign
Indifesa Terre Des Hommes campaignIndifesa Terre Des Hommes campaign
Indifesa Terre Des Hommes campaign
 
Style that child!
Style that child!Style that child!
Style that child!
 
Meghan Crowley Trend Portfolio
Meghan Crowley Trend PortfolioMeghan Crowley Trend Portfolio
Meghan Crowley Trend Portfolio
 
Wearable at for Individuals who are Blind and/or Visually Impaired for Transi...
Wearable at for Individuals who are Blind and/or Visually Impaired for Transi...Wearable at for Individuals who are Blind and/or Visually Impaired for Transi...
Wearable at for Individuals who are Blind and/or Visually Impaired for Transi...
 
Portfoliobook
PortfoliobookPortfoliobook
Portfoliobook
 
Mumstock 2015_White Papers_Book
Mumstock 2015_White Papers_BookMumstock 2015_White Papers_Book
Mumstock 2015_White Papers_Book
 
My College Life Paragraph. Paragraph On Memorable Day Of My College ...
My College Life Paragraph. Paragraph On Memorable Day Of My College ...My College Life Paragraph. Paragraph On Memorable Day Of My College ...
My College Life Paragraph. Paragraph On Memorable Day Of My College ...
 

More from Merlien Institute

Overcoming technical and infrastructure challenges for mobile research in Afr...
Overcoming technical and infrastructure challenges for mobile research in Afr...Overcoming technical and infrastructure challenges for mobile research in Afr...
Overcoming technical and infrastructure challenges for mobile research in Afr...Merlien Institute
 
Mobile Research – What’s the point - Millward Brown
Mobile Research – What’s the point - Millward BrownMobile Research – What’s the point - Millward Brown
Mobile Research – What’s the point - Millward BrownMerlien Institute
 
Clustering by mobile usage and behaviour – the many faces of smartphone users...
Clustering by mobile usage and behaviour – the many faces of smartphone users...Clustering by mobile usage and behaviour – the many faces of smartphone users...
Clustering by mobile usage and behaviour – the many faces of smartphone users...Merlien Institute
 
Cracking the code…Insights for mobile from behavioral sciences - Pondering Panda
Cracking the code…Insights for mobile from behavioral sciences - Pondering PandaCracking the code…Insights for mobile from behavioral sciences - Pondering Panda
Cracking the code…Insights for mobile from behavioral sciences - Pondering PandaMerlien Institute
 
Understanding respondent’s interaction with household electronics – using tab...
Understanding respondent’s interaction with household electronics – using tab...Understanding respondent’s interaction with household electronics – using tab...
Understanding respondent’s interaction with household electronics – using tab...Merlien Institute
 
The why, what and how to use mobile marketing in Africa - MMA SA
The why, what and how to use mobile marketing in Africa - MMA SAThe why, what and how to use mobile marketing in Africa - MMA SA
The why, what and how to use mobile marketing in Africa - MMA SAMerlien Institute
 
Maximising internet based mobile research in Africa - TNS & Binu
Maximising internet based mobile research in Africa - TNS & BinuMaximising internet based mobile research in Africa - TNS & Binu
Maximising internet based mobile research in Africa - TNS & BinuMerlien Institute
 
Something fishy is going on in the world of mobile research - Sea Harvest & TNS
Something fishy is going on in the world of mobile research - Sea Harvest & TNSSomething fishy is going on in the world of mobile research - Sea Harvest & TNS
Something fishy is going on in the world of mobile research - Sea Harvest & TNSMerlien Institute
 
Mobile Qual – opening new ways to leverage Africa’s mobile first society - IK...
Mobile Qual – opening new ways to leverage Africa’s mobile first society - IK...Mobile Qual – opening new ways to leverage Africa’s mobile first society - IK...
Mobile Qual – opening new ways to leverage Africa’s mobile first society - IK...Merlien Institute
 
Mobile Market Research - a brand owner's perspective - PZ Cussons
Mobile Market Research - a brand owner's perspective - PZ CussonsMobile Market Research - a brand owner's perspective - PZ Cussons
Mobile Market Research - a brand owner's perspective - PZ CussonsMerlien Institute
 
Leveraging longitudinal communities for better, faster and cheaper insights -...
Leveraging longitudinal communities for better, faster and cheaper insights -...Leveraging longitudinal communities for better, faster and cheaper insights -...
Leveraging longitudinal communities for better, faster and cheaper insights -...Merlien Institute
 
Insights and Innovations – today and the way forward for mobile research from...
Insights and Innovations – today and the way forward for mobile research from...Insights and Innovations – today and the way forward for mobile research from...
Insights and Innovations – today and the way forward for mobile research from...Merlien Institute
 
Tablets killed the paper star – tablet usage in developing and emerging marke...
Tablets killed the paper star – tablet usage in developing and emerging marke...Tablets killed the paper star – tablet usage in developing and emerging marke...
Tablets killed the paper star – tablet usage in developing and emerging marke...Merlien Institute
 
Leveraging mobile to bring overnight television ratings to Africa - GeoPoll
Leveraging mobile to bring overnight television ratings to Africa - GeoPollLeveraging mobile to bring overnight television ratings to Africa - GeoPoll
Leveraging mobile to bring overnight television ratings to Africa - GeoPollMerlien Institute
 
In mobile diary research the map is not the territory - TNS
In mobile diary research the map is not the territory - TNSIn mobile diary research the map is not the territory - TNS
In mobile diary research the map is not the territory - TNSMerlien Institute
 
Engaging youth – using social media networks to generate valuable insights - ...
Engaging youth – using social media networks to generate valuable insights - ...Engaging youth – using social media networks to generate valuable insights - ...
Engaging youth – using social media networks to generate valuable insights - ...Merlien Institute
 
Building Brands in a Mobile World - Added Value
Building Brands in a Mobile World - Added ValueBuilding Brands in a Mobile World - Added Value
Building Brands in a Mobile World - Added ValueMerlien Institute
 
'What is in a name!' - Name-test Using 'Contextual Probing' - GfK & Tata Sky
'What is in a name!' - Name-test Using 'Contextual Probing' - GfK & Tata Sky'What is in a name!' - Name-test Using 'Contextual Probing' - GfK & Tata Sky
'What is in a name!' - Name-test Using 'Contextual Probing' - GfK & Tata SkyMerlien Institute
 
The evolution of Qual research - Kellogg
The evolution of Qual research - KelloggThe evolution of Qual research - Kellogg
The evolution of Qual research - KelloggMerlien Institute
 
Taming the raging river - Qualitative Research & Social Media - Firefly
Taming the raging river - Qualitative Research & Social Media - FireflyTaming the raging river - Qualitative Research & Social Media - Firefly
Taming the raging river - Qualitative Research & Social Media - FireflyMerlien Institute
 

More from Merlien Institute (20)

Overcoming technical and infrastructure challenges for mobile research in Afr...
Overcoming technical and infrastructure challenges for mobile research in Afr...Overcoming technical and infrastructure challenges for mobile research in Afr...
Overcoming technical and infrastructure challenges for mobile research in Afr...
 
Mobile Research – What’s the point - Millward Brown
Mobile Research – What’s the point - Millward BrownMobile Research – What’s the point - Millward Brown
Mobile Research – What’s the point - Millward Brown
 
Clustering by mobile usage and behaviour – the many faces of smartphone users...
Clustering by mobile usage and behaviour – the many faces of smartphone users...Clustering by mobile usage and behaviour – the many faces of smartphone users...
Clustering by mobile usage and behaviour – the many faces of smartphone users...
 
Cracking the code…Insights for mobile from behavioral sciences - Pondering Panda
Cracking the code…Insights for mobile from behavioral sciences - Pondering PandaCracking the code…Insights for mobile from behavioral sciences - Pondering Panda
Cracking the code…Insights for mobile from behavioral sciences - Pondering Panda
 
Understanding respondent’s interaction with household electronics – using tab...
Understanding respondent’s interaction with household electronics – using tab...Understanding respondent’s interaction with household electronics – using tab...
Understanding respondent’s interaction with household electronics – using tab...
 
The why, what and how to use mobile marketing in Africa - MMA SA
The why, what and how to use mobile marketing in Africa - MMA SAThe why, what and how to use mobile marketing in Africa - MMA SA
The why, what and how to use mobile marketing in Africa - MMA SA
 
Maximising internet based mobile research in Africa - TNS & Binu
Maximising internet based mobile research in Africa - TNS & BinuMaximising internet based mobile research in Africa - TNS & Binu
Maximising internet based mobile research in Africa - TNS & Binu
 
Something fishy is going on in the world of mobile research - Sea Harvest & TNS
Something fishy is going on in the world of mobile research - Sea Harvest & TNSSomething fishy is going on in the world of mobile research - Sea Harvest & TNS
Something fishy is going on in the world of mobile research - Sea Harvest & TNS
 
Mobile Qual – opening new ways to leverage Africa’s mobile first society - IK...
Mobile Qual – opening new ways to leverage Africa’s mobile first society - IK...Mobile Qual – opening new ways to leverage Africa’s mobile first society - IK...
Mobile Qual – opening new ways to leverage Africa’s mobile first society - IK...
 
Mobile Market Research - a brand owner's perspective - PZ Cussons
Mobile Market Research - a brand owner's perspective - PZ CussonsMobile Market Research - a brand owner's perspective - PZ Cussons
Mobile Market Research - a brand owner's perspective - PZ Cussons
 
Leveraging longitudinal communities for better, faster and cheaper insights -...
Leveraging longitudinal communities for better, faster and cheaper insights -...Leveraging longitudinal communities for better, faster and cheaper insights -...
Leveraging longitudinal communities for better, faster and cheaper insights -...
 
Insights and Innovations – today and the way forward for mobile research from...
Insights and Innovations – today and the way forward for mobile research from...Insights and Innovations – today and the way forward for mobile research from...
Insights and Innovations – today and the way forward for mobile research from...
 
Tablets killed the paper star – tablet usage in developing and emerging marke...
Tablets killed the paper star – tablet usage in developing and emerging marke...Tablets killed the paper star – tablet usage in developing and emerging marke...
Tablets killed the paper star – tablet usage in developing and emerging marke...
 
Leveraging mobile to bring overnight television ratings to Africa - GeoPoll
Leveraging mobile to bring overnight television ratings to Africa - GeoPollLeveraging mobile to bring overnight television ratings to Africa - GeoPoll
Leveraging mobile to bring overnight television ratings to Africa - GeoPoll
 
In mobile diary research the map is not the territory - TNS
In mobile diary research the map is not the territory - TNSIn mobile diary research the map is not the territory - TNS
In mobile diary research the map is not the territory - TNS
 
Engaging youth – using social media networks to generate valuable insights - ...
Engaging youth – using social media networks to generate valuable insights - ...Engaging youth – using social media networks to generate valuable insights - ...
Engaging youth – using social media networks to generate valuable insights - ...
 
Building Brands in a Mobile World - Added Value
Building Brands in a Mobile World - Added ValueBuilding Brands in a Mobile World - Added Value
Building Brands in a Mobile World - Added Value
 
'What is in a name!' - Name-test Using 'Contextual Probing' - GfK & Tata Sky
'What is in a name!' - Name-test Using 'Contextual Probing' - GfK & Tata Sky'What is in a name!' - Name-test Using 'Contextual Probing' - GfK & Tata Sky
'What is in a name!' - Name-test Using 'Contextual Probing' - GfK & Tata Sky
 
The evolution of Qual research - Kellogg
The evolution of Qual research - KelloggThe evolution of Qual research - Kellogg
The evolution of Qual research - Kellogg
 
Taming the raging river - Qualitative Research & Social Media - Firefly
Taming the raging river - Qualitative Research & Social Media - FireflyTaming the raging river - Qualitative Research & Social Media - Firefly
Taming the raging river - Qualitative Research & Social Media - Firefly
 

Recently uploaded

7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 

Recently uploaded (20)

7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 

Mobilizing urban parents around the world - How Quinny leveraged universal insights for global branding and innovation - Dorel & InSites

  • 1. Qualitative 360 Europe 2014 Gold Sponsor Silver Sponsor Supported by Organised by
  • 2. Mobilizing Urban Parents Around the World Marieke Koningen | Market Intelligence Manager Dorel Europe Anouk Willems | Research Innovation Manager InSites Consulting
  • 3. Hi! I’m Marieke and I’m Anouk Market Intelligence Manager Research Innovation Manager Qual360 Europe 2014
  • 4. The story of the longboardstroller 1/Challenge 2/Approach 3/Insights 4/Impact Qual360 Europe 2014
  • 5. Urbanization is a trend we can’t beat Qual360 Europe 2014
  • 6. On a quest for universal insights Qual360 Europe 2014
  • 7. Immerse into the world of the Urban Parent Inspire entire Quinny team Understand daily challenges Context: mobility Qual360 Europe 2014
  • 8. 120 urban parents 7 cities 3 weeks 2900 posts Urban Parents Consulting Board Qual360 Europe 2014
  • 9. Challenge #1 Languages London Global generation Attitude Skills Berlin Seoul New York Tokyo Kuala Lumpur Sao Paulo Qual360 Europe 2014
  • 10. Challenge #2 Context Engagement Different feedback Higher relevance 65% 2x more visuals 47 vs. 87 words Qual360 Europe 2014
  • 11. Challenge #3 Engagement Thanks, Quinny... Now I can show off the buggy to my other moms out there and make them jealous because this buggy is not available in Malaysia and I OWN it...Yeay! By Asyikin, Kuala Lumpur Qual360 Europe 2014
  • 12. From data to universal insights In-sight |’in.sit| Qual360 Europe 2014
  • 13. #1 My love for my city is so big that I’m ready to take up every challenge accompanied with this lifestyle Qual360 Europe 2014
  • 14. The City for Life Parent Even with the problems that happen in this huge city, we love to live here. It has so many great restaurants, lots of theatres, shopping malls, parks, the cultural life is very nice here. SP is also the financial capital of the country so lots of business happen here. Changing experience with people around the world will help me and my family to deal with bad stuff that SP has, making our life more enjoyable. Clarissa Qual360 Europe 2014
  • 15. #2 Besides experiencing the dynamics of city life, I want my children to go ‘back to basic’ and not forget about the authentic things in life such as nature Qual360 Europe 2014
  • 16. 2. Going back to basic Starlitsky My daughter loves being outside, so much so that if she wants to go play outside, she will get her shoes and have me put them on and the get my shoes and try to put them on for me. So whether she is just sitting in the grass exploring or getting to run around on a playground she just loves being outside. Qual360 Europe 2014
  • 17. #3 The city can be quite impersonal and I don’t want my children to grow up thinking there are no people who care about them” Qual360 Europe 2014
  • 18. 3. The Modern Family My parents encouraged me to leave the kids at home with them as they love kids and would be more than happy to look after them. It is important in our family that we see the children grow up and they do not spend hours being looked after in a daycare center or a babysitter. We love to keep the ties with the children tight in the family. Supersavvy Sontschi Our families don’t live in Berlin. We Skype regularly with them. My 15month old daughter starts to realize, that her grandparents talk to her through the iPhone or tablet and she loves it. She waves her hand to them and talks something in her baby language. Qual360 Europe 2014
  • 19. #4 Although we live in such a big and sometimes anonymous city, I really want my children to feel safe and at home in our own neighborhood Qual360 Europe 2014
  • 20. Bigmamabrown 4. Getting around Routine trips are to the store, up into town to meet friends, to baby groups and group activities. If we’re staying local, we use the stroller because Iz LOVES to face out and stare at people as we pass, nosy little biddy.*lol*. We have regular play groups in our area, they’re very important for her socialization and for my sanity! Some of them have music and singing, all of them have friends for her to play with, and we love them. Qual360 Europe 2014
  • 22. Creating positive disruption Urban parents have many reasons for loving the city life, but what reason do parents mention most often when talking about why they like the city? A. Good schooling B. Wide offer of activities C. Many opportunities Qual360 Europe 2014
  • 25. SKILLS From looks to skills, from me to we ME LOOKS WE Qual360 Europe 2014
  • 27. New product innovations Prioritize product ideas Guide internal discussions Qual360 Europe 2014
  • 28. The story of the longboardstroller Partner Studio Peter van Riet Viral campaign OVAM Eco Award PRO 2012 Qual360 Europe 2014
  • 32. Qualitative 360 Europe 2014 Gold Sponsor Silver Sponsor Supported by Organised by