Consumer-Activated Innovation Smartees Seminar

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This is the full slidedeck of our Smartees Seminar on Consumer-Activated Innovation, hosted in Forge & Co in London on 8 July 2014. The presentation elaborates on how how to combine consumer centricity with innovation to give your organisation a headstart on the competition. All of this illustrated with client cases of Telefonica and Dorel.

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Consumer-Activated Innovation Smartees Seminar

  1. 1. Consumer-Activated Innovation Smartees Seminar This is the full slidedeck of our Smartees Seminar on Consumer- Activated Innovation, hosted in Forge & Co in London on 8 July 2014. The presentation elaborates on how how to combine consumer centricity with innovation to give your organisation a headstart on the competition. All of this illustrated with client cases of Telefonica and Dorel.
  2. 2. Welcome! We’ll start in a minute…
  3. 3. Content Introduction Customer innovation: Customer-centric strategy for enduring growth Case study: Telefonica From consumer-centricity to consumer-activation Case study: Dorel
  4. 4. # insites # mrx
  5. 5. CONVERSATION STARTERS Hi, I am ….. and I work as…… @.......... . When I think about research, I think… I am here because … My company uses research when…
  6. 6. 3 questions you’d like to be answered today.
  7. 7. Top 10 most innovative marketing research agency of the world (GRIT 2014) Our vision of contemporary marketing is evangelized through our best-selling books. Global Community Moderator Network across +50 countries Proud to work for +30% of the world’s global brands We have been Cheered by the Industry with More than 25 International awards New York London Sydney Rotterdam Ghent Timisoara
  8. 8. Content Introduction Customer innovation: Customer-centric strategy for enduring growth Case study: Telefonica From consumer-centricity to consumer-activation Case study: Dorel
  9. 9. COMPANY TOWARDS THE consumer-activated
  10. 10. What’s in a name? #1 @KRISTOFDEWULF
  11. 11. @KRISTOFDEWULF
  12. 12. @KRISTOFDEWULF Did you directly talk to a consumer about your brand or product? Did you start a meeting with a story on a consumer? Did you use your own brand or product? Did you learn something new about your market? Did you do something for the first time?
  13. 13. “When your eyes are only looking at the organization, your ass is facing the customer” Yudai @KRISTOFDEWULF
  14. 14. @KRISTOFDEWULF
  15. 15. @KRISTOFDEWULF TWO-WAYONE-WAY ALWAYS ONAD HOC INTEGRATEDSILO CONNECTEDDISCONNECTED CONSUMER- CENTRIC CONSUMER- ACTIVATED
  16. 16. That’s all nice, but … #2 @KRISTOFDEWULF
  17. 17. @KRISTOFDEWULF Autonomy YOU ARE FREE TO DO THIS OR NOT Competence YOU ARE GOOD AT THIS Relatedness PEOPLE LIKE YOU DO THIS Value WHAT YOU DO HAS MEANING Activation IT’S WHAT YOU DO THAT COUNTS
  18. 18. AVOID A COLLABORATION hangover @KRISTOFDEWULF
  19. 19. @KRISTOFDEWULF Autonomy YOU PUSH THE BUTTONS Co-creation YOU DETERMINE THE VALUE Togetherness EVERYONE BENEFITS FROM THIS Integration TO THE BEAT OF THE COMPANY
  20. 20. Consumer coach People engager Ecosystem builder Action hero @KRISTOFDEWULF
  21. 21. From project to organizational capability #3 @KRISTOFDEWULF
  22. 22. HighLow Direct Indirect Levelintheorganization Relationship with consumers EXECUTIVES MANAGEMENT FRONTLINE STAFF ORGANIZATION-WIDE impact @KRISTOFDEWULF
  23. 23. CREATE A curiosity CULTURE @KRISTOFDEWULF
  24. 24. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 @KRISTOFDEWULF
  25. 25. Think playlist, NOT CHECKLIST @KRISTOFDEWULF
  26. 26. Thank you! Questions? @kristofdewulf kristof@insites-consulting.com
  27. 27. Content Introduction Customer innovation: Customer-centric strategy for enduring growth Case study: Telefonica From consumer-centricity to consumer-activation Case study: Dorel
  28. 28. Mobilizing Urban Parents Around the World Tom De Ruyck | Managing Partner, InSites Consulting
  29. 29. Urbanization is a trend we can’t beat
  30. 30. On a quest for universal insights
  31. 31. Immerse into the world of the Urban Parent Inspire entire Quinny team Understand daily challenges Context: mobility
  32. 32. Urban Parents Consulting Board 120 urban parents 7 cities 3 weeks 2900 posts
  33. 33. New York London Berlin Sao Paulo Kuala Lumpur Tokyo Seoul Challenge #1 Languages Global generation Attitude Skills
  34. 34. Challenge #2 Context Engagement Different feedback Higher relevance 65% 2x more visuals 47 vs. 87 words
  35. 35. 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
  36. 36. In-sight |’in.sit| From data to universal insights
  37. 37. My love for my city is so big that I’m ready to take up every challenge accompanied with this lifestyle #1
  38. 38. 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
  39. 39. 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 #2
  40. 40. 2. Going back to basic 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. Starlitsky
  41. 41. 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” #3
  42. 42. 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. 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. Supersavvy
  43. 43. 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 #4
  44. 44. 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. Bigmamabrown
  45. 45. And…Action!
  46. 46. 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
  47. 47. Impact: Repositioning the brand
  48. 48. ME SKILLSLOOKS WE From looks to skills, from me to we
  49. 49. New social currency
  50. 50. New product innovations Prioritize product ideas Guide internal discussions
  51. 51. The story of the longboardstroller Partner Studio Peter van Riet Viral campaign OVAM Eco Award PRO 2012
  52. 52. Thank you! Questions? @tomderuyck
  53. 53. Let’s go to the Q&A Moderated by Robert Dossin
  54. 54. Thank you! www.insites-consulting.com

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