Digital Marketing Live Workshop - Co-creation

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Digital Marketing Live Workshop - Co-creation

  1. 1. Collaboratingwith consumersCase: Heineken Open Design Explorations Tom De RuyckHead of Research Communities, InSites Consulting Anouk WillemsSenior Research Innovator, InSites Consulting @Tomderuyck @AnoukW1
  2. 2. Nice to meet you @Tomderuyck: België | Design & architectuur | Wijn | Twitter| No Status Quo| #MROC | Head of Research Communities @AnoukW1: Utrecht | Wielrennen | Italie | Marketing| co-creatie | Entrepreneurship | #MROC | Senior Research Innovator
  3. 3. Fact sheet Spin-off of top-ranked business school 15 years of experience and know-how Pioneer and innovator in online methods Covering any marketing domain Fully independent Ghent, Rotterdam, London, Timisoara, New York 125 passionate employees Proprietary research panel in +25 countries Most awarded agency by ESOMAR Who we are
  4. 4. COL Collaborating withLAB consumers CASE. How Heineken collaborated with designers, consumers and researchers.ORATION
  5. 5. Co-creationDesigners & Research?!
  6. 6. Inspired by trendy clubgoers
  7. 7. A matching way of reporting
  8. 8. ... for maximal impact
  9. 9. IF YOU WANT TO EXPERIENCE IT, COME AND VISIT US AT THESALONE DESIGN FAIR IN MILANO APRIL17-22TH OF APRIL 2012
  10. 10. COL Collaborating withLAB consumers – part 2 WORKSHOP. What does structural collaboration mean for company andORA consumer?TIO
  11. 11. Structural collaboration with consumers What are the challenges and opportunities to collaborate & co-create with consumers? Outline Company (impact on the company) Research objective & approach ? Meet the UK mums ? Moments & Needs: A week in the life of a UK mumChallenges Opportunities(fears, barriers, disadvantages) (Drivers, advantages.) Opportunities ? ? Consumer (impact on consumers) Collaborating with consumers
  12. 12. Structural collaboration with consumers What are the challenges and opportunities to collaborate & co-create with consumers? Outline Company (impact on the company) Resistance for new initiatives Positive WOM Kill own ideas Research objective & approach Cost-efficient Are we open-minded? Meet the Brand positive efforts UK mums Loads of unstructured info Unsure results Moments & Needs: Consumer relevant ideas A week in the life of a UK mumChallenges Opportunities (Drivers, advantages.)(fears, barriers, disadvantages) Opportunities Heavy workload Fun No ‘salary’ for ideas Helping others Good ideas, not executed Recognition from the company Other ways to get famous Skill development with my ideas Consumer Information seeking (impact on consumers) Personal need Collaborating with consumers
  13. 13. Collaboration and co-creation aretrends; in 3 years, these will blowover. Collaborating with consumers
  14. 14. Collaboration is more importantfor the company than for theconsumer Collaborating with consumers
  15. 15. Collaboration is not about theoutcome. The process is morevaluable. Collaborating with consumers
  16. 16. Collaboration: theround up1. Co-creation can be done with different groups of people (e.g. amateurs vs. designers)2. Involve consumers for inspiration & consumer relevance. The final creation is still up to professionals3. Co-creation is not about a finished product, it’s learning from one another & it’s about the need behind an idea. If you play it well there are external leverage effects (PR & Marketing)
  17. 17. Let’s Connect! Connecting on LinkedInWe believe in sharing knowledge withall of our stakeholders. Connecting on FacebookBecome friends with us, visit our blogs, Free content on Slidesharedownload our papers and presentations,order our books… InSites Consulting blog The Conversation Manager blog How cool brands stay hot blog

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