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Welcome to the age of relevance

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Welcome to the age of relevance, presented by Thijs Van de Broek at the Katholieke Hogeschool Zuid-West-Vlaanderen on Thursday November 28, 2013.

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Welcome to the age of relevance

  1. 1. Thijs Van de Broek Research Consultant
  2. 2. I’m Thijs 26 years, living near Ghent, living together with Anneleen. Qualitative Research Consultant at InSites Consulting. Master in Product Design. Working for InSites forwar&d lab on the Consumer Insight Activation project. Passionate about taking research forward (in a nice looking way)
  3. 3. Does the future of business depend on luck? @thijsvandebroek
  4. 4. The old world is gone … @thijsvandebroek
  5. 5. How fast is fast? @thijsvandebroek
  6. 6. How much is too much? @thijsvandebroek
  7. 7. Expect the unexpected @thijsvandebroek
  8. 8. @thijsvandebroek
  9. 9. @thijsvandebroek
  10. 10. You are NOT your consumer @thijsvandebroek
  11. 11. It’s about hardcore listening @thijsvandebroek
  12. 12. @thijsvandebroek
  13. 13. 1. What is an insight? 3. Activating insights @thijsvandebroek 2. Getting to insights
  14. 14. The brand behind... Children love what they instinctively discover for themselves @thijsvandebroek
  15. 15. Children love what they instinctively discover for themselves @thijsvandebroek
  16. 16. The brand behind... @thijsvandebroek
  17. 17. The brand behind... Be different @thijsvandebroek
  18. 18. Be different @thijsvandebroek
  19. 19. The brand behind... @thijsvandebroek
  20. 20. The brand behind... I want to escape the limitations of my daily routine life and enjoy the activity of fantasizing about alternative identities, lives, or positions @thijsvandebroek
  21. 21. I want to escape the limitations of my daily routine life and enjoy the activity of fantasizing about alternative identities, lives, or positions @thijsvandebroek
  22. 22. The brand behind... @thijsvandebroek
  23. 23. Insight ≠ (big) data @thijsvandebroek
  24. 24. Insights ≠ ideas 2005 @thijsvandebroek 2013
  25. 25. In-sight |’in.sit| @thijsvandebroek
  26. 26. It’s me! @thijsvandebroek
  27. 27. Why insights are like refrigerators @thijsvandebroek
  28. 28. I want to change @thijsvandebroek
  29. 29. Without activation, an insight is useless @thijsvandebroek
  30. 30. It’s just a starting point @thijsvandebroek
  31. 31. It is the DNA of your product @thijsvandebroek
  32. 32. It will rule your mind @thijsvandebroek
  33. 33. It can enter every touchpoint @thijsvandebroek
  34. 34. 2. Getting to insights 1. What is an insight? 3. Activating insights @thijsvandebroek
  35. 35. You don’t know what you don’t know @thijsvandebroek
  36. 36. Consumers are bad witnesses of their own behaviour @thijsvandebroek
  37. 37. Everybody / Everywhere / Anytime @thijsvandebroek
  38. 38. How to mine insights? IN THE BOX PORTRAIT LANDSCAPE OUT OF THE BOX @thijsvandebroek
  39. 39. How to mine insights? IN THE BOX PORTRAIT LANDSCAPE OUT OF THE BOX @thijsvandebroek
  40. 40. Don’t jump to conclusions @thijsvandebroek
  41. 41. @thijsvandebroek
  42. 42. How to mine insights? IN THE BOX PORTRAIT LANDSCAPE OUT OF THE BOX @thijsvandebroek
  43. 43. Context is key @thijsvandebroek
  44. 44. Use different perspectives @thijsvandebroek
  45. 45. The power of the crowd @thijsvandebroek
  46. 46. How to mine insights? IN THE BOX PORTRAIT LANDSCAPE OUT OF THE BOX @thijsvandebroek
  47. 47. The advantage of inconsistency @thijsvandebroek
  48. 48. Insight is about people @thijsvandebroek
  49. 49. It’s what you do with people @thijsvandebroek
  50. 50. @thijsvandebroek
  51. 51. How to mine insights? IN THE BOX PORTRAIT LANDSCAPE OUT OF THE BOX @thijsvandebroek
  52. 52. Reframe @thijsvandebroek
  53. 53. @thijsvandebroek
  54. 54. It’s a way of life @thijsvandebroek
  55. 55. @thijsvandebroek
  56. 56. 3. Activating insights 1. What is an insight? 2. Getting to insights @thijsvandebroek
  57. 57. Show me the money @thijsvandebroek
  58. 58. @thijsvandebroek
  59. 59. Is it you? @thijsvandebroek
  60. 60. Spread the word @thijsvandebroek
  61. 61. Everybody is curious @thijsvandebroek
  62. 62. Inspire! @thijsvandebroek
  63. 63. Capture (false) assumptions @thijsvandebroek
  64. 64. @thijsvandebroek
  65. 65. Where are you today? 1 2 3 4 Traditional market research function Business contribution team Strategic insight organization Strategic foresight organization Market research as an order-taking function Sources: BCG Consumer Insight Benchmarking (May 2009) @thijsvandebroek Consumer insight as a source of competitive advantage
  66. 66. @thijsvandebroek
  67. 67. 1. Get out of your comfort zone @thijsvandebroek
  68. 68. 2. Develop daily rituals @thijsvandebroek
  69. 69. 3. Think big, act radical @thijsvandebroek
  70. 70. The best way to predict the future is to create it @thijsvandebroek
  71. 71. Merging research with creativity Online Research communities as a tool for consumer-centric product development Thijs Van de Broek Research Consultant
  72. 72. We believe consumers will take the lead in shaping any company or brand in the future. Marketers need to learn how to let go and take down their marketing walls as companies actively listening and involving consumers outperform the competition. @thijsvandebroek
  73. 73. online research communities case: the Heineken concept club Content
  74. 74. It’s time to re-invent marketing (research). Because power has shifted to the consumer. @thijsvandebroek
  75. 75. Power has shifted to the consumer. Get used to it and learn how to lead instead of how to control. @thijsvandebroek
  76. 76. 8/10 consumers want to help in co-creation projects of companies they like. The only thing they ask in return: give us feedback on what you do with our input. @thijsvandebroek
  77. 77. How to connect with consumers? @thijsvandebroek
  78. 78. One way to get connected is to get marketers in the living room of the consumer. @thijsvandebroek
  79. 79. An alternative way is to get consumers in the boardroom of your organization. @thijsvandebroek
  80. 80. Communities are at the core of new generation research. Always-on research with consumers acting as part-time marketers. @thijsvandebroek
  81. 81. RESEARCH carefully screened group of consumers gathered around a common interest @thijsvandebroek
  82. 82. joining a closed online platform longitudinal connection managed by passionate moderators RESEARCH carefully screened group of consumers gathered around a common interest @thijsvandebroek
  83. 83. joining a closed online platform longitudinal connection managed by passionate moderators beliefs needs perceptions RESEARCH motivations underlying emotions aspirations carefully screened group of consumers gathered around a common interest @thijsvandebroek
  84. 84. Optimized situation Insights & Inspiration (brand, product/service, activation) In-market assessment of the consumer’s interaction with your brand, product 4/Optimizing and/or activations. 1/Insighting Explore your target group, their product & its usage and the consumer ‘s decision process. Business Objectives 3/Implementing Finetuned proposition Finetune your product proposition, your brand positioning and/or your communication/activation campaign. 2/Developing Ideas  concepts  value proposition Turn insights into a new proposition for your product/service, brand or communication. @thijsvandebroek
  85. 85. @thijsvandebroek
  86. 86. @thijsvandebroek
  87. 87. @thijsvandebroek
  88. 88. RESEARCH WHO? @thijsvandebroek
  89. 89. Who? Community members are connected by brand and/or topic involvement i•den•ti•fi•ca•tion [ahy-den-tuh-fi-key-shuhn,] noun The convergence of brand's values with that of the person, and the degree to which the brand is regarded as having personal relevance. Typically represented by concentric circles moving closer. You Brand @thijsvandebroek
  90. 90. Who? Dunbar’s number: 150 members is the maximum number enabling social interactions on a community. @thijsvandebroek
  91. 91. 8.00 7.00 6.00 5.00 4.00 3.00 R² = 0.6357 On topic posts On_Topic_Arguments Optimal length of community threads New On Topic Arguments Poly. (On_Topic_Arguments) Log. (New On Topic Arguments) 30 posts 2.00 1.00 R² = 0.4659 New content 0.00 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 @thijsvandebroek
  92. 92. Who? Creating in-depth relationships with fewer rather than superficial relationships with many. @thijsvandebroek
  93. 93. WHAT? RESEARCH @thijsvandebroek
  94. 94. What? It’s all about the experience! @thijsvandebroek
  95. 95. Philips Sleep Well Community @thijsvandebroek
  96. 96. What? Let them play. Gamify your research and be amazed by the boost in reactions @thijsvandebroek
  97. 97. What? We like to be challenged. Didn’t you ever try to beat the system? @thijsvandebroek
  98. 98. @thijsvandebroek
  99. 99. @thijsvandebroek
  100. 100. HOW? RESEARCH @thijsvandebroek
  101. 101. Creating the right experience is hard work. It’s about creating the right mix in the story the equilibrium the results and the methods. How? @thijsvandebroek
  102. 102. Commitment from the company. Buy-in, engagement and input. How? @thijsvandebroek
  103. 103. Go beyond the 30 min debrief. Don’t present. Engage, inspire and let them act. How? @thijsvandebroek
  104. 104. Create engaging experiences that inspire and are worth sharing @thijsvandebroek
  105. 105. I know .. I don’t know .. .. I know what I know my tacit knowledge .. I don’t know gaps in my knowledge my ignorance IDEO, 2005 @thijsvandebroek
  106. 106. online research communities case: the Heineken concept club Content
  107. 107. online research communities case: the Heineken concept club Content
  108. 108. The Heineken STR bottle The historical legacy behind Heineken’s design credence is what led the brand to pursue its progressive roots and encourage emerging designers.
  109. 109. Challenges Involve consumers in a vision of the future? Engage trendy clubbers from all over the world? Report findings to designers for maximum impact? Facilitate co-creation among the design team? Select ideas and create consistency?
  110. 110. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers
  111. 111. Crowdsourcing emerging designers via social media
  112. 112. Making the final selection on Pecha Kucha nights in Milan, New York, Sao Paulo & Tokyo
  113. 113. Designers get their inspiration from life in the city, the club scene, each other, their expert coaches, the Heineken brand and of course… clubbers!
  114. 114. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Connect with clubbers and understand their journey
  115. 115. Understanding the journey of clubbers clubbing design-savvy PARTICIPANTS Heineken COUNTRIES
  116. 116. The Heineken concept club community Clubbing experience Role of clubbing Review of the nightlife experience Ideal experience
  117. 117. Process Selection of designers MROC with 120 clubbers MROC with designers, coaches, the Heineken team and clubbers Selection and development of ideas Launch
  118. 118. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Connect with clubbers and understand their journey Approach the nightlife experience as service design
  119. 119. Core potential of an insight You understand me AHA! X IT’S ME I never thought of it like this before Branding potential of an insight Innovation potential of an insight
  120. 120. Connecting Discovering Getting a drink Dancing Cooling down Ending the night
  121. 121. The layout takes a cue from the nightlife journey of clubbers
  122. 122. Join forces with a multidisciplinary group of designers Connect with clubbers and understand their journey Approach the nightlife experience as service design The result?
  123. 123. Queuing in front of the club is always so boring! It should be possible to already have a first glimpse of the vibes, it will make it worth waiting and build up my excitement.
  124. 124. The origami element at the entrance links the outside to the inside of the club and hints at the interior design.
  125. 125. Great staff member are critical in shaping my night, they are the face of the club. They should fit the identity of the place and radiate positive energy, most of the time this isn’t the case.
  126. 126. The staff is dressed in vibrant futuristic outfits, in line with the ‘Changing perspectives’ theme of the club.
  127. 127. The first moment of meeting up is only about my friends. It would be cool if we could create and tweak our very own atmosphere.
  128. 128. The biggest video bottle wall in the world reacts on sound and features live images of the clubbers.
  129. 129. It is so frustrating not to be noticed by the bartender! I’m clearly trying to get his attention, however others are being served before me.
  130. 130. The bar is interactive and allows you to order a beer, it even keeps track of who is next in line.
  131. 131. I’m at the bar for different reasons; sometimes just to quickly get a drink, but I may also be catching up with my friends or having a chat with an interesting stranger.
  132. 132. The interactive bar surface entertains and connects people in playful ways.
  133. 133. I like having a unique drink that has a story to tell. This experience emphasizes the identity and authenticity of the club and provides me with an exclusive story worth sharing.
  134. 134. The limited edition bottle alters it’s appearance under different types of light and is accompanied by origami serving trays and openers.
  135. 135. For me dancing is a great way to release my energy and to loose my inhibitions; it would be great if there was enough space to really go wild!
  136. 136. Leave your drink on the numbered shelf and go crazy on the dance floor.
  137. 137. We are all a bit looser while dancing, this is a great opportunity to connect with new people and the DJ; too often I’m only surrounded by the same people.
  138. 138. Video mapping and a 3D origami star let the dance floor become a playground, measuring the energy of the dancers and allowing the DJ to adjust accordingly.
  139. 139. In-between dancing I like to give my senses a break. I want to revitalize before going back onto the dance floor.
  140. 140. The angular seating in the lounge area calms the senses.
  141. 141. Clubbers are invited to express their thoughts on an origami-shaped wall.
  142. 142. When we head home, we cherish the great moments we had. It would be amazing if there was some kind of way to remember the night and share it.
  143. 143. Instant pictures provide you with a tangible memory to take home.
  144. 144. It’s awful when we get kicked out when the club closes! The least they could do is check up on us to make sure we had a great night, are in need for a last drink or a cab.
  145. 145. When it’s time to move on, a friendly concierge will guide clubbers onwards, giving directions and arranging cabs home.
  146. 146. Challenges Involve consumers in a vision of the future? Engage trendy clubbers from all over the world? Report findings to designers for maximum impact? Facilitate co-creation among the design team? Select ideas and create consistency?
  147. 147. H ® BUILDS CREDIBILTY IN DESIGN WORLD 13.000 3 MILLION 250.000 VIEWS + 70.000 VIEWS + 600.000 print 533 + VISITORS + VIEWS ON VICE TV ; 21.000 + VIEWS OF ODE MOVIES - COOLHUNTING + - WALLPAPER COVERAGE PIECES ON THE CLUB + 14 IN DEPTH INTERVIEWS
  148. 148. Design proves to be one of the most powerful tools to create a memorable journey, the connection with clubbers results in a relevant and impactful experience. The Heineken concept club Thijs.Vandebroek @insites-consulting.com @thijsvandebroek

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