Smartees Webinar: Consumer Understanding

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Smartees Webinar on Consumer Understanding - How consumer communities engage the organization with the consumer world. Presentation by Tom De Ruyck and Anouk Willems, hosted by InSites Consulting on October 23, 2012.

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Smartees Webinar: Consumer Understanding

  1. 1. Tom De Ruyck Head of Research Communities Anouk Willems Senior Research InnovatorCONSUMERUNDERSTANDINGWebinar 23.10.2012How consumer communities engage theorganization with the consumer world
  2. 2. 1. ABOUT COMMUNITIES2. ENGAGING CONSUMERS3. ENGAGE THE ORGANIZATION4. CHALLENGES5. RESULTS Webinar: @tomderuyck Consumer @anoukw1 Understanding
  3. 3. Your customers are probably the most effective consultants you can hire Webinar:@tomderuyck Consumer@anoukw1 Understanding
  4. 4. An MROC defined by Forrester Research (2008): [Captive interactive groups of people online joined together by a common interest, which are systematically harvested for qualitative market research purposes.] Webinar:@tomderuyck Consumer@anoukw1 Understanding
  5. 5. # Number Profile Objectives DurationWe work with 50-150 people that are interested& interesting. The duration of the community isflexible from 3 weeks to months & ongoing,depending on the objectives. Webinar: @tomderuyck Consumer @anoukw1 Understanding
  6. 6. This approach enables stakeholders to observereal stories, emotions through photos and videosfrom participants, which creates awareness withinthe organization about new themes & trends. Webinar: @tomderuyck Consumer @anoukw1 Understanding
  7. 7. How to engage a crowd of executives and connect them with their consumers? Our approach is illustrated with 3 cases Webinar:@tomderuyck Consumer@anoukw1 Understanding
  8. 8. Webinar:@tomderuyck Consumer@anoukw1 Understanding
  9. 9. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT Webinar: @tomderuyck Consumer @anoukw1 Understanding
  10. 10. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT Webinar: @tomderuyck Consumer @anoukw1 Understanding
  11. 11. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT GOODIEBAGS QUIZES COMPETITIONS Webinar: @tomderuyck Consumer @anoukw1 Understanding
  12. 12. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT MEET PEOPLE Webinar: @tomderuyck Consumer @anoukw1 Understanding
  13. 13. …AND HOW TO ENGAGE Webinar:@tomderuyck Consumer@anoukw1 Understanding
  14. 14. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE CONSUMER WORLD Webinar: @tomderuyck Consumer @anoukw1 Understanding
  15. 15. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE WITH REAL STORIES Webinar: @tomderuyck Consumer @anoukw1 Understanding
  16. 16. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE Webinar: @tomderuyck Consumer @anoukw1 Understanding
  17. 17. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE INTO ACTIONS Webinar: @tomderuyck Consumer @anoukw1 Understanding
  18. 18. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE Webinar: @tomderuyck Consumer @anoukw1 Understanding
  19. 19. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE RESEARCH RESULTS Webinar: @tomderuyck Consumer @anoukw1 Understanding
  20. 20. Webinar:@tomderuyck Consumer@anoukw1 Understanding
  21. 21. LESSON LEARNED Webinar: @tomderuyck Consumer @anoukw1 Understanding
  22. 22. Webinar:@tomderuyck Consumer@anoukw1 Understanding
  23. 23. SO, TARGET YOUR Webinar:@tomderuyck Consumer@anoukw1 Understanding
  24. 24. Webinar:@tomderuyck Consumer@anoukw1 Understanding
  25. 25. “We printed out the profiles of ourconsumer to generateconversations in the coffee [during the games]corner, people started to compare “Sometimes we were withtheir consumers”. 3 behind our pc’s!” “The way Consumer&U was organized makes you spent time and makes it sticky, you really had to dive into the world of your consumer to score in the game” Webinar: @tomderuyck Consumer @anoukw1 Understanding
  26. 26. & CELEBRATE SUCCESS Webinar:@tomderuyck Consumer@anoukw1 Understanding
  27. 27. Webinar:@tomderuyck Consumer@anoukw1 Understanding
  28. 28. ENGAGE YOUR INTERNAL STAKEHOLDERSBALANCE STORIES & ACTIONABLE RESULTSMEASURE YOUR EFFORTS AND SHARE SUCCESS Webinar: @tomderuyck Consumer @anoukw1 Understanding
  29. 29. Tom De Ruyck Head of Research Communities Tom@insites-consulting.com linkedin.com/in/tomderuyck Anouk Willems @tomderuyck Innovator Senior Research Anouk@insites-consulting.com tom@insites-consulting.comwww.insites-consulting.com Webinar:@tomderuyck Consumer@anoukw1 Understanding
  30. 30. Thank you! Let’s go on to the Q&A
  31. 31. Tom De Ruyck Head of Research Communities Tom@insites-consulting.com linkedin.com/in/tomderuyck Anouk Willems @tomderuyck Innovator Senior Research Anouk@insites-consulting.com tom@insites-consulting.comwww.insites-consulting.com Webinar:@tomderuyck Consumer@anoukw1 Understanding
  32. 32. Check our upcoming Smartees on :http://smartees.insites-consulting.com

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