Mobilising Urban Parents around the world at ESOMAR Career event


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Mobilising Urban Parents around the world, presented at the ESOMAR Career Event by Anouk Willems (InSites Consulting) and Marieke Koningen (Dorel) in Rotterdam (NL) on Tuesday April 29, 2014.

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Mobilising Urban Parents around the world at ESOMAR Career event

  1. 1. Mobilizing Urban Parents Around the World Marieke Koningen | Market Intelligence Manager Dorel Europe Anouk Willems | Research Innovation Manager InSites Consulting
  2. 2. Hi! I’m Marieke Market Intelligence Manager and I’m Anouk Research Innovation Manager
  3. 3. The story of the longboardstroller 1/Challenge 2/Approach 3/Insights 4/Impact
  4. 4. Urbanization is a trend we can’t beat
  5. 5. On a quest for universal insights
  6. 6. Immerse into the world of the Urban Parent Inspire entire Quinny team Understand daily challenges Context: mobility
  7. 7. Urban Parents Consulting Board 120 urban parents 7 cities 3 weeks 2900 posts
  8. 8. New York London Berlin Sao Paulo Kuala Lumpur Tokyo Seoul Challenge #1 Languages Global generation Attitude Skills
  9. 9. Challenge #2 Context Engagement Different feedback Higher relevance 65% 2x more visuals 47 vs. 87 words
  10. 10. 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
  11. 11. In-sight |’in.sit| From data to universal insights
  12. 12. My love for my city is so big that I’m ready to take up every challenge accompanied with this lifestyle #1
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. And…Action!
  21. 21. 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
  22. 22. Impact: Repositioning the brand
  23. 23. ME SKILLSLOOKS WE From looks to skills, from me to we
  24. 24. New social currency
  25. 25. New product innovations Prioritize product ideas Guide internal discussions
  26. 26. The story of the longboardstroller Partner Studio Peter van Riet Viral campaign OVAM Eco Award PRO 2012
  27. 27. Thank you! Questions?