Consumer Collaboration in Asia

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ESOMAR APAC 2014 Presentation

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Consumer Collaboration in Asia

  1. 1. in Asia Collaborating with consumers Tom De Ruyck Erica Van Lieven
  2. 2. @tomderuyck @erica_dfirst Half of the Top 10 emerging markets lie in Asia
  3. 3. @tomderuyck @erica_dfirst 5/10 emerging economies lie in Asia
  4. 4. Half of the world’s internet population lives in Asia @tomderuyck @erica_dfirst
  5. 5. @tomderuyck @erica_dfirst 45% of internet users from Asia
  6. 6. @tomderuyck @erica_dfirst The majority of the social media users is connected to brands
  7. 7. @tomderuyck @erica_dfirst 6/10 social network users are connected to brands
  8. 8. Asian consumers don’t like co-creation & collaboration with brands that much @tomderuyck @erica_dfirst
  9. 9. @tomderuyck @erica_dfirst 9/10 consumers want to collaborate with them
  10. 10. @tomderuyck @erica_dfirst
  11. 11. COMMUNITIES RESEARCH 4 INGREDIENTS @tomderuyck @erica_dfirst
  12. 12. @tomderuyck @erica_dfirst
  13. 13. @tomderuyck @erica_dfirst
  14. 14. Evaluation of the IKEA catalogue 2013 @tomderuyck @erica_dfirst
  15. 15. From offline focus groups to online communities #5 reasons @tomderuyck @erica_dfirst
  16. 16. @tomderuyck @erica_dfirst #1 Snapshot of Reality
  17. 17. @tomderuyck @erica_dfirst #2 Standard evaluation tools #1 Snapshot of Reality
  18. 18. Customers Potential customers Lapsed customers N=50-150 @tomderuyck @erica_dfirst #3 Limited range of participants #2 Standard evaluation tools #1 Snapshot of Reality
  19. 19. USA GE P L IT CH #4 Quality inconsistency #3 Limited range of participants #2 Standard evaluation tools #1 Snapshot of Reality @tomderuyck @erica_dfirst
  20. 20. #5 Internal stakeholders not involved #4 Quality inconsistency #3 Limited range of participants #2 Standard evaluation tools #1 Snapshot of Reality @tomderuyck @erica_dfirst
  21. 21. @tomderuyck @erica_dfirst
  22. 22. Understanding the urban parent Understanding the urban parent @tomderuyck @erica_dfirst
  23. 23. @tomderuyck @erica_dfirst Smaller (mobile) screens lead to less engaged participants
  24. 24. @tomderuyck @erica_dfirst
  25. 25. @tomderuyck @erica_dfirst
  26. 26. @tomderuyck @erica_dfirst Evaluating Package Innovations
  27. 27. @tomderuyck @erica_dfirst
  28. 28. @tomderuyck @erica_dfirst The role of the moderator is more important in Asian markets
  29. 29. Adapt your approach when managing communities in Asia Motivations Topics & challenges Moderator role @tomderuyck @erica_dfirst
  30. 30. @tomderuyck @erica_dfirst
  31. 31. Identifying Sleeping problems @tomderuyck @erica_dfirst
  32. 32. Sleep Well Community wEEK CONNECTION SLEEPING HABITS HEALTH AND WELL-BEING IN CHINA SLEEPING PROBLEMS REVIEW SOLUTIONS PHILIPS BRAND AND SOLUTIONS @tomderuyck @erica_dfirst
  33. 33. @tomderuyck @erica_dfirst Technique Consumers as culture experts
  34. 34. @tomderuyck @erica_dfirst 360° view of the Catalogue Relevant product innovations Brand positioning in a new market Fine-tuned packaging concepts
  35. 35. @tomderuyck @erica_dfirst
  36. 36. 4 takeaways when managing communities in Asia Holistic view – More # & diversity Mobile – Contextual & personal information Local by default Use co-researchers for sensitive topics @tomderuyck @erica_dfirst
  37. 37. @tomderuyck @erica_dfirst Did you learn a lot of new things?
  38. 38. THANK YOU! Questions? linkedin.com/in/tomderuyck @tomderuyck tom@insites-consulting.com Tom De Ruyck (InSites Consulting) Managing Partner & Head of Consumer Consulting Boards linkedin.com/in/ericavanlieven @erica_dfirst erica.vanlieven@directionfirst.com Erica Van Lieven (Direction First) Managing Director

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