Consumerinsights inspirethe nightlifeexperience oftomorrow Tom De RuyckHead of Research Communities,InSites Consulting Hen...
The historical legacy behind Heineken’sdesign credence is what led the brandto pursue its progressive rootsand encourage e...
Challenges1 Involve young designers in a vision on the future?2 Facilitate co-creation among the design team?3 Engage tren...
How to create the club of tomorrow?Join forces with a multidisciplinary group of designers
Crowdsourcing emerging designersvia social media
Making the final selection on Pecha Kucha nightsin Milan, New York, Sao Paulo & Tokyo
How to create the club of tomorrow?Join forces with a multidisciplinary group of designersFacilitate co-creation among the...
How to create the club of tomorrow?Join forces with a multidisciplinary group of designersFacilitate co-creation among the...
Online Research Community
Understanding the journey of clubbers120            20          ClubbingPARTICIPANTS   COUNTRIES   design-savvy           ...
The Heineken concept club community   Clubbing experience                            Role of clubbing        Review of the...
How to create the club of tomorrow?Join forces with a multidisciplinary group of designersFacilitate co-creation among the...
Connecting   Discovering    Getting a drinkDancing      Cooling down   Ending the night
The layout takes a cue fromthe nightlife journey of clubbers
How to create the club of tomorrow?Join forces with a multidisciplinary group of designersFacilitate co-creation among the...
Great staffmember are criticalin shaping my night,they are the face ofthe club. Theyshould fit theidentity of the placeand...
The staff is dressed in vibrant futuristic outfits,in line with the ‘Changing perspectives’ theme of the club.
It is so frustratingnot to be noticedby the bartender!I’m clearly trying toget his attention,however others arebeing serve...
The bar is interactive and allows you to order a beer,it even keeps track of who is next in line.
For me dancing is agreat way torelease my energyand to loose myinhibitions; it wouldbe great if there wasenough space tore...
Leave your drink on the numbered shelfand go crazy on the dance floor.
When we headhome, we cherishthe great momentswe had. It would beamazing if therewas some kind ofway to rememberthe night a...
Clubbers are invited to express their thoughtson an origami-shaped wall.
Instant pictures provideyou with a tangible memoryto take home.
It’s awful when weget kicked outwhen the clubcloses! The leastthey could do ischeck up on us tomake sure we had agreat nig...
When it’s time to move on,a friendly concierge will guideclubbers onwards, giving directionsand arranging cabs home.
Challenges1 Involve young designers in a vision on the future?2 Facilitate co-creation among the design team?3 Engage tren...
Market research works forcreative professionsLet’s be creative in researchcommunicationThe Heineken Concept Club   @tomder...
Consumer insights inspire the nightlife experience of tomorrow
Consumer insights inspire the nightlife experience of tomorrow
Consumer insights inspire the nightlife experience of tomorrow
Consumer insights inspire the nightlife experience of tomorrow
Consumer insights inspire the nightlife experience of tomorrow
Consumer insights inspire the nightlife experience of tomorrow
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Consumer insights inspire the nightlife experience of tomorrow

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Consumers inspire the nightlife experience of tomorrow by Tom De Ruyck (InSites Consulting) and Henk Eising (Heineken International), presented at the Best of ESOMAR on October 18, 2012 in Madrid (ES).

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Consumer insights inspire the nightlife experience of tomorrow

  1. 1. Consumerinsights inspirethe nightlifeexperience oftomorrow Tom De RuyckHead of Research Communities,InSites Consulting Henk EisingInternational Market Research Manager,Heineken International
  2. 2. The historical legacy behind Heineken’sdesign credence is what led the brandto pursue its progressive rootsand encourage emerging designers
  3. 3. 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?
  4. 4. How to create the club of tomorrow?Join forces with a multidisciplinary group of designers
  5. 5. Crowdsourcing emerging designersvia social media
  6. 6. Making the final selection on Pecha Kucha nightsin Milan, New York, Sao Paulo & Tokyo
  7. 7. How to create the club of tomorrow?Join forces with a multidisciplinary group of designersFacilitate co-creation among the design team
  8. 8. 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
  9. 9. Online Research Community
  10. 10. Understanding the journey of clubbers120 20 ClubbingPARTICIPANTS COUNTRIES design-savvy Heineken
  11. 11. The Heineken concept club community Clubbing experience Role of clubbing Review of the nightlife experience Ideal experience
  12. 12. 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
  13. 13. Connecting Discovering Getting a drinkDancing Cooling down Ending the night
  14. 14. The layout takes a cue fromthe nightlife journey of clubbers
  15. 15. 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?
  16. 16. 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.
  17. 17. The staff is dressed in vibrant futuristic outfits,in line with the ‘Changing perspectives’ theme of the club.
  18. 18. It is so frustratingnot to be noticedby the bartender!I’m clearly trying toget his attention,however others arebeing served beforeme.
  19. 19. The bar is interactive and allows you to order a beer,it even keeps track of who is next in line.
  20. 20. For me dancing is agreat way torelease my energyand to loose myinhibitions; it wouldbe great if there wasenough space toreally go wild!
  21. 21. Leave your drink on the numbered shelfand go crazy on the dance floor.
  22. 22. When we headhome, we cherishthe great momentswe had. It would beamazing if therewas some kind ofway to rememberthe night andshare it.
  23. 23. Clubbers are invited to express their thoughtson an origami-shaped wall.
  24. 24. Instant pictures provideyou with a tangible memoryto take home.
  25. 25. 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.
  26. 26. When it’s time to move on,a friendly concierge will guideclubbers onwards, giving directionsand arranging cabs home.
  27. 27. 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?
  28. 28. Market research works forcreative professionsLet’s be creative in researchcommunicationThe Heineken Concept Club @tomderuyck henk.eising@heineken.com

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