The Consumer Consulting Board: How Online Customer Communities will reshape your business (by Thomas Troch), presented at IESEG in March 2013.

2. I’m Thomas
I’m Research Innovation Manager at
InSites Consulting. With a background
in industrial design I’m on a quest to
merge research with creativity.
After managing online research
communities for global clients
including Unilever, Philips and
Heineken I’m now focusing on the role
of research communities in the
innovation funnel.
I love the concept of serendipity, the
talent to find answers to questions you
didn’t ask.
@thomastroch

3. Flashback
@thomastroch

4. @thomastroch

5. @thomastroch

6. Consumer Consultant
Knowledge
1. LEVERAGE
2. Internal
LEVERAGE
External
3. LEVERAGE
@thomastroch

7. @thomastroch

8. If we want to know how to understand
the motivations of today’s consumers,
we have to understand their lives.
@thomastroch

9. ? ?
4 things to remember about consumers
? ?
@thomastroch

10. 1
@thomastroch

11. A world full of user-generated information.
@thomastroch

12. A world full of user-generated information.
@thomastroch

13. empowered
@thomastroch

14. Impact on qualitative research?
Social tools
@thomastroch

15. 1 2
@thomastroch

16. empowered connected
@thomastroch

17. Impact on qualitative research?
Social tools Longitudinal connection
@thomastroch

18. 1 2
3
@thomastroch

19. Life of George
@thomastroch

20. empowered connected
smart co-creator
@thomastroch

21. Impact on qualitative research?
Social tools Longitudinal connection Collaboration with brands
@thomastroch

22. Impact on qualitative research?
Social tools Longitudinal connection Collaboration with brands
@thomastroch

23. 1 2
4
3
@thomastroch

24. 90-99% of behaviour is emotional. And they like to share it!
@thomastroch

25. empowered connected
emotional smart co-creator
@thomastroch

26. Impact on qualitative research?
Social tools Longitudinal connection Collaboration with brands Emotional tools
@thomastroch

27. Noreen: “You think about
your favourite brands’
future! So you and your
ideas have a direct
impact on how a brand
will present itself. Isn’t that
the coolest thing?!”
@thomastroch

28. Benzodiazepine: “There
is a great variety of tasks
(questions, assignments,
colleagues, composing
mood boards) and it’s
great that we can test
products which have not
been launched in the
market yet!
@thomastroch

29. Insighting Developing
Business
Objectives
Optimizing Implementing
@thomastroch

30. @thomastroch

31. The historical legacy behind Heineken’s
design credence is what led the brand
to pursue its progressive roots
and encourage emerging designers
@thomastroch

32. Challenges
1 Involve consumers in a vision of the future?
2 Engage trendy clubbers from all over the world?
3 Report findings to designers for maximum impact?
4 Facilitate co-creation among the design team?
5 Select ideas and create consistency?
@thomastroch

33. How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
@thomastroch

34. Crowdsourcing emerging designers
via social media
@thomastroch

35. Making the final selection on Pecha Kucha nights
in Milan, New York, Sao Paulo & Tokyo
@thomastroch

36. @thomastroch

37. How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
Connect with clubbers and understand their journey
@thomastroch

38. Understanding the journey of clubbers
120 20 Clubbing
PARTICIPANTS COUNTRIES design-savvy
Heineken
@thomastroch

39. Online Research Community
@thomastroch

40. The Heineken concept club community
Clubbing experience
Role of clubbing
Review of the
nightlife experience
Ideal experience
@thomastroch

41. 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 journey as service design
@thomastroch

42. @thomastroch

43. Connecting Discovering Getting a drink
Dancing Cooling down Ending the night
@thomastroch

44. The layout takes a cue from
the nightlife journey of clubbers
@thomastroch

45. 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 journey as service design
The result?
@thomastroch

46. 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.
@thomastroch

47. The staff is dressed in vibrant futuristic outfits,
in line with the ‘Changing perspectives’ theme of the club.
@thomastroch

48. @thomastroch

49. 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.
@thomastroch

50. The bar is interactive and allows you to order a beer,
it even keeps track of who is next in line.
@thomastroch

51. 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!
@thomastroch

52. Leave your drink on the numbered shelf
and go crazy on the dance floor.
@thomastroch

53. 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.
@thomastroch

54. Clubbers are invited to express their thoughts
on an origami-shaped wall.
@thomastroch

55. Instant pictures provide
you with a tangible memory
to take home.
@thomastroch

56. 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.
@thomastroch

57. When it’s time to move on,
a friendly concierge will guide
clubbers onwards, giving directions
and arranging cabs home.
@thomastroch

58. Challenges
1 Involve consumers in a vision of the future?
2 Engage trendy clubbers from all over the world?
3 Report findings to designers for maximum impact?
4 Facilitate co-creation among the design team?
5 Select ideas and create consistency?
@thomastroch

59. @thomastroch

60. @thomastroch

61. @thomastroch

62. Insighting Developing
Business
Objectives
Optimizing Implementing
@thomastroch

63. @thomastroch

64. @thomastroch

65. @thomastroch

66. @thomastroch

67. @thomastroch

68. @thomastroch

69. @thomastroch

70. @thomastroch

71. @thomastroch

72. @thomastroch

73. @thomastroch

74. @thomastroch

75. @thomastroch

76. @thomastroch

77. @thomastroch

78. @thomastroch

79. @thomastroch

80. @thomastroch

81. @thomastroch

82. @thomastroch

83. @thomastroch

84. @thomastroch

85. @thomastroch

86. @thomastroch

87. @thomastroch

88. @thomastroch

89. @thomastroch

90. @thomastroch

91. @thomastroch

92. @thomastroch

93. @thomastroch

94. @thomastroch

95. @thomastroch

96. @thomastroch

97. @thomastroch

98. Insighting Developing
Business
Objectives
Optimizing Implementing
@thomastroch

99. @thomastroch

100. Recognizable?
Advertising with a lot
of gut feeling (and a
lot of doubt) pushed
to consumers from a
creative but ivory
tower?
@thomastroch

101. Welcome to the age
of the empowered
consumer,
conquering the world
with offline and online
conversations.
@thomastroch

102. It’s time to re-
humanize marketing
communications by
listening to real
human and emotional
consumers.
@thomastroch

103. Welcome to Famous.
This Belgian advertising agency has a strong
belief in the power of consumers to inspire
their creative workforce.
@thomastroch

104. Famous takes on the
challenge to connect
with consumers in a
structural way for
more relevant and
impactful campaigns.
@thomastroch

105. Everybody Famous!
An on-going research
community of 150
Flemish and 150
Walloon consumers,
an inspirational
window to their day-
to-day stories.
@thomastroch

106. @thomastroch

107. How to immerse an
agency with the voice
of consumers on both
a strategic and tactic
level?
@thomastroch

108. Bringing consumers
alive…
Understanding the
needs of Famous by
immersing in their
workflow.
@thomastroch

109. Bringing consumers
alive…
through visual
presence in the
creative Famous
spaces.
@thomastroch

110. Bringing consumers
alive…
by inviting them on
special events.
@thomastroch

111. Bringing consumers
alive…
by having a 24/7
dialogue stimulating
rich discussions.
@thomastroch

112. @thomastroch

113. “I just like to share my opinion, I
visit the community several times
a day to check when the new
topics are launched. I enjoy the
variety and like to change the
disturbing way advertising
campaigns are launched at us
sometimes. In addition, the
connecting with Famous and the
other community members is
pretty amazing.” by Margriet
@thomastroch

114. @thomastroch

115. An agile approach of
co-ownership and
collaboration
between the Famous
and the InSites team
gets the maximum
out of the community.
@thomastroch

116. @thomastroch

117. Small difference in
clickthroughs for ad A
and B, but…
Consumer inspired
briefing resulted in
66% of clickers in
the preferred
demographic versus
44% on the campaign
based on the
standard briefing.
@thomastroch

118. Consumer impact
… to understanding
how a campaign is
perceived and being
able to rethink the
process, based on
consumer feedback.
@thomastroch

119. Dingen suggeren is veel subtieler,
en laat de gedachten wereld van
de toeschouwer het verhaal
verder invullen
~Kristine
Voor mij ging het er wel net
over hoe de vrouw hier
gekleineerd wordt. ~ManuG

120. Consumer impact
…to re-evaluate
campaigns in the
past, and eliminate
misconceptions who
caused failure
@thomastroch

121. Je pense que des personnes
plus âgées, comme moi,
avons déjà ce qu'il nous faut
à la maison
(63)
Zo van die acties die heb ik al lang opgegeven
ik heb nog nooit in mijn hele leven iets
gewonnen. Geef mij maar kortingen of
spaaracties die dan ook lang genoeg duren dat
je er wel degelijk iets mee kan bereiken en die
eerlijk verlopen . (50)
@thomastroch

122. @thomastroch

123. @thomastroch

124. Sleep has been identified
Context
as one of the key markets
and innovation opportunities for Philips.
@thomastroch

125. 3 month project launched to assess
Assignment
sleep market in Asia Pacific region.
Objective was to assess market potential
and advise on go-to-market.
@thomastroch

126. Market size and opportunities
Quick scan
in China, India and Japan assessed via desk research.
Decision to zoom in on China opportunities in phase 2,
with request to focus on building consumer insights.
@thomastroch

127. How to build unique insights about
Challenges
Chinese sleeping behaviours
and the Chinese sleep market,
that go beyond already available quantitative insights.
@thomastroch

128. RESEARCH
carefully screened group of consumers
gathered around a common interest
@thomastroch

129. joining a closed online platform
longitudinal connection
managed by passionate moderators
RESEARCH
carefully screened group of consumers
gathered around a common interest
@thomastroch

130. joining a closed online platform
longitudinal connection
managed by passionate moderators
beliefs needs
perceptions
motivations
RESEARCH underlying emotions
co-creation
carefully screened group of consumers
gathered around a common interest
@thomastroch

131. How to deal
Challenges
with the Chinese language?
@thomastroch

132. Solution Sleep Well Community HEALTH AND WELL-BEING
IN CHINA
SLEEPING HABITS
SLEEPING
PROBLEMS
REVIEW
SOLUTIONS
PARTICIPANTS PHILIPS BRAND
AND SOLUTIONS
CO-RESEACHERS
wEEK CONNECTION
UNIQUE VIEW ON THE LIFE OF THE TARGET GROUP
@thomastroch

133. Co-researchers challenge our analysis.
Crowd interpretation
- Explaining findings we don’t fully understand
- Illustrating findings with personal examples
- Going beyond first impressions
@thomastroch

134. Result Confirmation of market potential in China justified
further work on product positioning and concept testing.
InSites approach proven to be
valuable marketing tool
to build high quality qualitative insights in a limited timeframe.
@thomastroch

135. “[…]Last but not the least, I would like to
say thank you Philips organized such a
positive community for all of us and
thank you everyone in this big family .
You make me learn more and make me
confident more. I am very happy and
honoured to join this fantastic community.
This is a really precious experience for me
in my life how I can cure my sleeping or
”
not. See you!
@thomastroch

136. @thomastroch

137. Insighting Developing
Business
Objectives
Optimizing Implementing
@thomastroch

138. Consumer Consultant
Knowledge
1. LEVERAGE
2. Internal
LEVERAGE
External
3. LEVERAGE
@thomastroch

139. @thomastroch

140. @thomastroch

141. linkedin.com/in/thomastroch
@thomastroch
thomas@insites-consulting.com
www.insites-consulting.com