The document discusses how companies can collaborate with consumers to drive innovation. It provides examples of how ATAG, PepsiCo and Quinny have activated consumers to gain insights. Companies are encouraged to develop a culture of curiosity within their organization and use techniques like smart questioning, close observing, crowd connecting and real-life experiences to learn from consumers. Consumer collaborations have helped companies reposition their brands and prioritize new product ideas.

1. Collaborating with consumersEat ‘n Learn Smartees
This is the full slidedeck of our Eat ‘n Learn Smartees session on collaborating with consumers, presented in Geneva (14 October 2014) and Zürich (15 October 2014). The presentation elaborates on how to structurally collaborate with your consumers in order to generate richer consumer insights and feed your innovation funnel. All of this illustrated with client cases from ATAG, Dorel & PepsiCo

2. Welcome!
We’ll start in a minute…

3. Content
Towards the consumer-activated company
ATAG case study
PepsiCo case study
Quinnycase study
Q&A

5. I’m Kristof
@KRISTOFDEWULF

6. Top 10 most innovative marketing research agency of the world (GRIT 2014)
Global Community Moderator Network
across+50 countries
Proud to work for +30% of the world’s global brands
We have been
cheeredby the
industrywith
more than 25
international
awards
New York
London
Sydney
Rotterdam
Ghent
Timisoara
Our vision on contemporary marketing is evangelized through our best-selling books.
@KRISTOFDEWULF

7. @KRISTOFDEWULF

8. @KRISTOFDEWULF
#collaborationtour
#insites
#mrx
#newmr

9. @KRISTOFDEWULF

10. @KRISTOFDEWULF
“99.9%of the world’sSMARTESTpeopledon’tworkforus.”
STIVEN KERESTEGIAN, LEGO

11. @KRISTOFDEWULF

12. 5 conditions for
a perfect storm
#1
@KRISTOFDEWULF

13. @KRISTOFDEWULF
1.
Abundance

14. @KRISTOFDEWULF
2.
Transpa- rency
Transparency

15. @KRISTOFDEWULF
3.
Hyper speed

16. @KRISTOFDEWULF
4.
Anyone,
anywhere

17. @KRISTOFDEWULF
5.
Power
shift

18. @KRISTOFDEWULF

19. @KRISTOFDEWULF
Limitsof the 20thcenturymanagement model

20. @KRISTOFDEWULF
60/40
<15
45%
70%

21. @KRISTOFDEWULF
ABUN- DANCE
TRANS- PARENCY
HYPER
SPEED
ANYONE
ANYWHERE
POWER
SHIFT
So, howcanwe tackleallof thisthen?

22. The new era of
co-everything
#2
@KRISTOFDEWULF

23. @KRISTOFDEWULF
LEAD
USERS
MAKERS
Fromfew lead users toa lot of makers

24. Digital transformationof business
Internet users (per 100 people)
International Telecommunication Union, World Telecommunication/ICT Development Report and database, and World Bank estimates.
@KRISTOFDEWULF

25. @KRISTOFDEWULF
Theywant it!

26. And Gen Y? They demandit
@KRISTOFDEWULF

27. @KRISTOFDEWULF
CONSUMER
ACTIVATED
CONSUMER
CENTRIC
CONSUMER
ORIENTED
COMPANY
ORIENTED
Whereare you?

28. Co-isn’t short forconsumer
@KRISTOFDEWULF

29. @KRISTOFDEWULF
Insights at the heartof everything

30. @KRISTOFDEWULF
Across all areas of innovation

31. Did you directly talkto a consumerabout your brand or product?
Did you start a meeting with a story
on a consumer?
Did you useyour own
brandor product?
Did you learn
something newabout your market?
Did you dosomething for the first time?
@KRISTOFDEWULF

32. Building your
collaborative
playlist
#3
@KRISTOFDEWULF

33. @KRISTOFDEWULF
Createa curiosity
culture

34. High
Low
Direct
Indirect
Level in the organization
Relationship with consumers
EXECUTIVES
MANAGEMENT
FRONTLINE
STAFF
@KRISTOFDEWULF
Involvethe wholecompany

35. @KRISTOFDEWULF
Developdaily
rituals

36. 1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
@KRISTOFDEWULF

37. @KRISTOFDEWULF
Always on!

38. @KRISTOFDEWULF
Thinkplaylist
notchecklist

39. @KRISTOFDEWULF

40. @KRISTOFDEWULF
1. SMART QUESTIONING

41. @KRISTOFDEWULF
Why, why, why?

42. @
@KRISTOFDEWULF
On theirskin

43. @KRISTOFDEWULF
Implicit

44. @KRISTOFDEWULF
Consecutivelearning

45. @KRISTOFDEWULF
2. CLOSE OBSERVING

46. 現場
@KRISTOFDEWULF
The real place

47. @KRISTOFDEWULF
Zoom out

48. @KRISTOFDEWULF
Zoom in

49. Auto-ethnography
@KRISTOFDEWULF

50. @KRISTOFDEWULF
3. CROWD CONNECTING

51. @KRISTOFDEWULF
Harvestinternally

52. @KRISTOFDEWULF
Power of the crowd

53. Crowdinterpretation
@KRISTOFDEWULF

54. Co-researcherstothe rescue
@KRISTOFDEWULF

55. @KRISTOFDEWULF
4. REAL-LIFE EXPERIENCING

56. Leavecomfort zone
@KRISTOFDEWULF

57. Connecting
Discovering
Getting a drink
Dancing
Cooling down
Ending the night
@KRISTOFDEWULF
Contextualize

58. Feel it!
@KRISTOFDEWULF

59. @KRISTOFDEWULF

61. Content
Towards the consumer-activated company
ATAG case study
PepsiCo case study
Quinnycase study
Q&A

62. B2B = No Control
@TOMDERUYCK

63. @TOMDERUYCK
Creating a Pull Effect

64. @TOMDERUYCK

65. From Selling
Products to
Telling Stories
@TOMDERUYCK

66. ACook-Centric-Company
Plain text slide!
@TOMDERUYCK

67. Let’s start the
conversation
@TOMDERUYCK

68. @TOMDERUYCK

69. @TOMDERUYCK
Passion for
cooking

70. @TOMDERUYCK

71. @TOMDERUYCK
Recognizable
Stories

72. @TOMDERUYCK

73. @TOMDERUYCK
Meet & Greet
+ Training

74. @TOMDERUYCK

75. @TOMDERUYCK
Believe in the
strategy

76. @TOMDERUYCK
Feeling the Passion

77. @TOMDERUYCK
Leverage Consumer
Insights to the Max

78. @TOMDERUYCK
The Rules of
The Game

79. Content
Towards the consumer-activated company
ATAG case study
PepsiCo case study
Quinnycase study
Q&A

80. Urbanization
is a trend we can’tbeat

81. On a questfor
universalinsights

82. Immerseintothe world
of the Urban Parent
InspireentireQuinnyteam
Understand dailychallenges
Context: mobility

83. Urban Parents Consulting Board
120 urbanparents
7 cities
3 weeks
2900 posts

84. New York
London
Berlin
Sao Paulo
Kuala Lumpur
Tokyo
Seoul
Challenge #1
Languages
Global generation
Attitude
Skills

85. Challenge #2
Context
Engagement
Different feedback
Higherrelevance
65%
2x more visuals
47 vs. 87 words

86. Challenge #3
Engagement
Thanks, Quinny... Now I can show off the buggy to my other moms out there and make them jealous because this buggy is not available in Malaysia and I OWN it...Yeay!
By Asyikin, Kuala Lumpur

87. In-sight |’in.sit|
Fromdata touniversalinsights

88. My love for my city is so big that I’m ready to take up every challenge accompanied with this lifestyle
#1

89. The City forLife Parent
Even with the problems that happen in this huge city, we love to live here. It has so many great restaurants, lots of theatres, shopping malls, parks, the cultural life is very nice here. SP is also the financial capital of the country so lots of business happen here. Changing experience with people around the world will help me and my family to deal with bad stuff that SP has, making our life more enjoyable.
Clarissa

90. Besides experiencing the dynamics of city life, I want my children to go ‘back to basic’ and not forget about the authentic things in life such as nature
#2

91. 2. Goingback tobasic
My daughter loves being outside, so much so that if she wants to go play outside, she will get her shoes and have me put them on and the get my shoes and try to put them on for me. So whether she is just sitting in the grass exploring or getting to run around on a playground she just loves being outside.
Starlitsky

92. The city can be quite impersonaland I don’t want my children to grow up thinking there are no people who care about them”
#3

93. 3. The Modern Family
My parents encouraged me to leave the kids at home with them as they love kids and would be more than happy to look after them. It is important in our family that we see the children grow up and they do not spend hours being looked after in a daycare center or a babysitter. We love to keep the ties with the children tight in the family.
Sontschi
Our families don’t live in Berlin. We Skype regularly with them. My 15month old daughter starts to realize, that her grandparents talk to her through the iPhone or tablet and she loves it. She waves her hand to them and talks something in her baby language.
Supersavvy

94. Although we live in such a big and sometimes anonymous city, I really want my children to feel safeand at home in our own neighborhood
#4

95. 4. Gettingaround
Routine trips are to the store, up into town to meet friends, to baby groups and group activities.If we’re staying local, we use the stroller because IzLOVES to face out and stare at peopleas we pass, nosy little biddy.*lol*.
We have regular play groups in our area, they’re very important for her socialization and for my sanity! Some of them have music and singing, all of them have friends for her to play with, and we love them.
Bigmamabrown

96. And…Action!

97. Creatingpositivedisruption
Urban parentshave manyreasonsforlovingthe citylife, but whatreasondo parentsmentionmost oftenwhentalkingaboutwhytheylikethe city?
A.Goodschooling
B.Wide offer of activities
C.Manyopportunities

99. Impact:
Repositioning
the brand

100. ME
SKILLS
LOOKS
WE
From looks to
skills, from
me to we

101. New social
currency

102. New product
innovations
Prioritizeproduct ideas
Guide internaldiscussions

103. The story of the
longboardstroller
Partner Studio Peter van Riet
Viralcampaign
OVAM EcoAward PRO 2012

106. Content
Towards the consumer-activated company
ATAG case study
PepsiCo case study
Quinnycase study
Q&A

122. Hot
Takeaways

123. No needtobrief the agency

124. No needtobrief the agency
Clearchanges in brand positioning

125. No needtobrief the agency
Clearchanges in brand positioning
Relevant refinementtothe Max campaign

127. Challenge accepted?
@KRISTOFDEWULF

128. Ready
It starts with you.
@KRISTOFDEWULF

129. Set
It’s a marathon. Not a sprint.
@KRISTOFDEWULF

130. Go
The world is your playground.
@KRISTOFDEWULF

131. @kristofdewulf
kristof@insites-consulting.com
@tomderuyck
tom@insites-consulting.com
Thank you!
Questions?