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Sleep Well community How Philips uncovered insights on sleeping problems in China Jonne van WijngaardenNew Business Develo...
Sleep has been identifiedContextas one of the key marketsand innovation opportunities for Philips.
3 month project launched to assessAssignmentsleep market in Asia Pacific region.Objective was to assess market potentialan...
Market size and opportunitiesQuick scanin China, India and Japan assessed via desk research.Decision to zoom in on China o...
How to build unique insights aboutChallengesChinese sleeping behavioursand the Chinese sleep market,that go beyond already...
RESEARCHcarefully screened group of consumers  gathered around a common interest
joining a closed online platformlongitudinal connectionmanaged by passionate moderators             RESEARCH      carefull...
joining a closed online platformlongitudinal connectionmanaged by passionate moderators                                   ...
How to dealChallengeswith the Chinese language?
Solution   Sleep Well Community         HEALTH AND WELL-BEING                                        IN CHINA             ...
Check out the Sleep Well community on   http://youtu.be/WmScRyV2wUs
Co-researchers challenge our analysis.Crowd interpretation- Explaining findings we don’t fully understand- Illustrating fi...
Result Confirmation of market potential in China justifiedfurther work on product positioning and concept testing.InSites ...
“[…]Last but not the least, I would like to  say thank you Philips organized such a   positive community for all of us and...
Stay tuned!       Jonne van Wijngaarden      New Business Development Controller             @jonnevw       Thomas Troch  ...
Stay tuned!
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Philips Sleep Well Community: How Philips uncovered insights on sleeping problems in China (by Thomas Troch)

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Philips Sleep Well Community: how Philips uncovered insights on sleeping problems in China (by Thomas Troch - InSites Consulting & Jonne van Wijngaarden - Philips-, presented at innovaBRICS in London (UK) on September 5, 2012

Published in: Health & Medicine, Business
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Philips Sleep Well Community: How Philips uncovered insights on sleeping problems in China (by Thomas Troch)

  1. 1. Sleep Well community How Philips uncovered insights on sleeping problems in China Jonne van WijngaardenNew Business Development Controller Thomas TrochSenior Research InnovatorinnovaBRICS | London, 5 September 2012
  2. 2. Sleep has been identifiedContextas one of the key marketsand innovation opportunities for Philips.
  3. 3. 3 month project launched to assessAssignmentsleep market in Asia Pacific region.Objective was to assess market potentialand advise on go-to-market.
  4. 4. Market size and opportunitiesQuick scanin China, India and Japan assessed via desk research.Decision to zoom in on China opportunities in phase 2,with request to focus on building consumer insights.
  5. 5. How to build unique insights aboutChallengesChinese sleeping behavioursand the Chinese sleep market,that go beyond already available quantitative insights.
  6. 6. RESEARCHcarefully screened group of consumers gathered around a common interest
  7. 7. joining a closed online platformlongitudinal connectionmanaged by passionate moderators RESEARCH carefully screened group of consumers gathered around a common interest
  8. 8. joining a closed online platformlongitudinal connectionmanaged by passionate moderators beliefs needs perceptions motivations RESEARCH underlying emotions co-creation carefully screened group of consumers gathered around a common interest
  9. 9. How to dealChallengeswith the Chinese language?
  10. 10. Solution Sleep Well Community HEALTH AND WELL-BEING IN CHINA SLEEPING HABITS SLEEPING PROBLEMS REVIEW SOLUTIONS PARTICIPANTS PHILIPS BRAND AND SOLUTIONS CO-RESEACHERS wEEK CONNECTION UNIQUE VIEW ON THE LIFE OF THE TARGET GROUP
  11. 11. Check out the Sleep Well community on http://youtu.be/WmScRyV2wUs
  12. 12. Co-researchers challenge our analysis.Crowd interpretation- Explaining findings we don’t fully understand- Illustrating findings with personal examples- Going beyond first impressions
  13. 13. Result Confirmation of market potential in China justifiedfurther work on product positioning and concept testing.InSites approach proven to bevaluable marketing toolto build high quality qualitative insights in a limited timeframe.
  14. 14. “[…]Last but not the least, I would like to say thank you Philips organized such a positive community for all of us and thank you everyone in this big family . You make me learn more and make me confident more. I am very happy andhonoured to join this fantastic community.This is a really precious experience for me in my life how I can cure my sleeping or ” not. See you!
  15. 15. Stay tuned! Jonne van Wijngaarden New Business Development Controller @jonnevw Thomas Troch Senior Research Innovator @thomastroch
  16. 16. Stay tuned!

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