dutch research communities smartees 2012

Rotterdam (NL) - June 12, 2012

#MROC @InSites

Research Communities

Agenda

The Conversation Company by Steven Van Belleghem, Managing Partner &

Author of The Conversation Manager/Company

The Consumer Consulting Board by Tom De Ruyck, Head of Research Communities

Client cases:

• Co-creating the new Marktplaats

by Anouk Willems, Senior Research Innovator

• Improving the flight experience by

understanding & listening to frequent flyers

(KLM)

by Thomas Troch, Senior Research Innovator

Co-creation and Structural Collaboration

with Consumers: a fish bowl discussion by Ramon Pardo, Managing Director The

Netherlands

Consumers are

probably the

most effective / worst

consultants my

company can hire.

A consumer consulting

board would definitely

or never work for my

company

Sharing true consumer

stories & experiences

will benefit / hurt my

company

What did you notice in 2011 – 2012

Power to the people

in a positive and a negative way.

‘If they can bring the

Egyptian government

down in six weeks, they

can bring us down in

nanoseconds.’

Paul Polman, CEO Unilever

Fear versus Guts

Consumers positive or negative?

>80% is positive

Companies experience the impact.

Until now, we only

used the first

dimension of their

power.

First dimension: use

people to build reach.

We have seen amazing ways to create additional reach

through people engagement.

Second dimension:

Co-creation

Again,we have seen great cases of

co-creation with consumers.

By the way, who will win?

Consumers

help with cultural

differences!

Even co-creation that impacts

the brand identity of global brands.

Co-Creation is NOT enough

Co-creation is often

too opportunistic.

Let‟s take

it one step

further

From Co-Creation

to Collaboration

Customers are more loyal to a brand than

managers? Agree or disagree?

Customers Managers

Customers are

more loyal to

your company

than you are.

Knowing this, outsource management

responsibilities to customers.

Outsource

purchasing

to fans.

Danone outsourced

a pitch to brand fans.

Who is familiar with Marmite?

Do you like it?

Marmite outsourced marketing

Let‟s take

it one step

further

Current focus of

most companies

All four

quadrants have

value

Structural

Collaboration

Threadless

outsourced

the company.

Ducati involves

fans in…

everything

But Steven, what about Henri Ford?

“If I had asked

people what they

wanted, they

would have said

faster horses."

Well, Henri wasn’t completely right

Involved customers

Bring in expertise

They are

employees that

are not on the

payroll

Hiring a fan to

become part of the brand,

can be the future.

Consumers

are probably the

most effective

consultants your

company can hire.

…the customer

is hardly

represented?

Bring the

customer in the

boardroom

Bring the

boardroom to

the customer

Your 2012

mission

Structural

collaboration Co-Creation Collaboration

Content marketing

Offer Service

Brainstorming Consumer consulting

Start today!

Start every

meeting with

a story about

a customer.

Create a listening culture

by sharing customer stories.

Create a customer

consulting board.

Good luck

in your

journey!

Thank you!

Steven@insites.eu

@Steven_insites

Agenda

The Conversation Company by Steven Van Belleghem, Managing Partner &

Author of The Conversation Manager/Company

The Consumer Consulting Board by Tom De Ruyck, Head of Research Communities

Client cases:

• Co-creating the new Marktplaats

by Anouk Willems, Senior Research Innovator

• Improving the flight experience by

understanding & listening to frequent flyers

(KLM)

by Thomas Troch, Senior Research Innovator

Co-creation and Structural Collaboration

with Consumers: a fish bowl discussion by Ramon Pardo, Managing Director The

Netherlands

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

Insighting

Developing

Optimizing

Implementing

Business

Objectives

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

CHOOSING YOUR

Pilot Project

@tomderuyck

@tomderuyck

@tomderuyck

Conversations from external stakeholders

Co

nve

rsa

tio

ns fro

m in

tern

al sta

ke

ho

lders

Proud

company

Conversation

company

Boring

company

Adored

company

Communication is key!

@tomderuyck

Internal

@tomderuyck

Internal

@tomderuyck

Internal

@tomderuyck

Internal

@tomderuyck

@tomderuyck

External

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

@tomderuyck

It’s an EVOLUTION,

not a REVOLUTION!

@tomderuyck

Sharing

IS caring

@tomderuyck

@tomderuyck

@tomderuyck

linkedin.com/in/tomderuyck @tomderuyck tom@insites-consulting.com

www.insites-consulting.com

New York – London – Ghent – Rotterdam – Timisoara

Agenda

The Conversation Company by Steven Van Belleghem, Managing Partner &

Author of The Conversation Manager/Company

The Consumer Consulting Board by Tom De Ruyck, Head of Research Communities

Client cases:

• Co-creating the new Marktplaats

by Anouk Willems, Senior Research Innovator

• Improving the flight experience by

understanding & listening to frequent flyers

(KLM)

by Thomas Troch, Senior Research Innovator

Co-creation and Structural Collaboration

with Consumers: a fish bowl discussion by Ramon Pardo, Managing Director The

Netherlands

Anouk Willems

Senior Research Innovator, InSites Consulting

Co-creating the

renewed

Marktplaats

Toon Provoost

Marketing Intelligence Manager, eBay Marktplaats

Marktplaats & users are working on a new website

Marktplaats is growing

300.000 ads per day

6.500.000 visits per month

+ 10%

Marktplaats wants to innovate to better facilitate its users

But, Marktplaats should kept ‘Marktplaats’

Let‟s talk to the users 1.

Align teams cross departments

2. Research

Marketing

Communication & PR

IT

User Experience

Consumer Services

Need for a short feedback loop

3.

5902

Solution: 3 month MROC with 150 Marktplaats users

Collect user questions @ Marktplaats

Marktplaats experience

Beta website experience

Communication

3 community themes

Exclusive access as beta-users

1/ IMPACT

Special tasks and challenges

1/ IMPACT

Special tasks and challenges

1/ IMPACT

PAY for attention PLAY for attention

Unlocking next levels & fun facts

2/ FUN

Marktplaats quiz

Newest Commercials

Facts & figures

Unlocking the secret room

2/ FUN

Dialogue with Marktplaats

3/ CONNECT

Brand-related incentives

3/ CONNECT

Meet & Greet

3/ CONNECT

The community in numbers

150 participants

64 threads started by the moderator

104 threads started by members

5902 posts

363.792 words (386 A4 pages)

Engagement is contagious!

Let‟s bring the consumer to life!

Supersoes

Online private blog for a short feedback loop

Direct conversations with the community members

Meetup @ Marktplaats

Thanks to this community we have

a very clear and actionable vision

on the needs of our users. By

presenting the community results

together with our community

members at our office in

Amsterdam we’ve created a lot of

brand ambassadors!

What are the results…?

“ Toon Provoost,

Marketing Intelligence Manager

Co-creating the

renewed

Marktplaats

Thanks for listening!

Questions?

Agenda

The Conversation Company by Steven Van Belleghem, Managing Partner &

Author of The Conversation Manager/Company

The Consumer Consulting Board by Tom De Ruyck, Head of Research Communities

Client cases:

• Co-creating the new Marktplaats

by Anouk Willems, Senior Research Innovator

• Improving the flight experience by

understanding & listening to frequent flyers

(KLM)

by Thomas Troch, Senior Research Innovator

Co-creation and Structural Collaboration

with Consumers: a fish bowl discussion by Ramon Pardo, Managing Director The

Netherlands

Communities Smartees NL

InSites Consulting | Rotterdam, 12.06.2012

Senior Research Innovator @ InSites Consulting

Thomas Troch

Research Consultant @ Air France KLM

Charles Hageman

Improving the

flight experience Understanding & listening to frequent flyers

Senior Research Innovator 2011-current

InSites Consulting

Research Consultant 2010-2011

InSites Consulting

Master in Product Development 2005-2010

Artesis University College of Antwerp

Nice to meet you

thomas@insites-consulting.com

@thomastroch

Imagine…

For complex situations

involving multiple

stakeholders, key

customers can help you

to make the difference.

Phase 1

Insightment

Observation leads to insight discovery

Insightment

Ideation & Concept Development

Discussions placing insights in perspective

Idea generation by frequent travellers

Phase 2

Insightment

Ideation & Concept Development

Validation

Phase 3

Quantitative and emotional validation of 4 selected

concepts

Phase 1

Insightment

Observation leads to insight discovery

Connecting the dots

Ideation by Air France and KLM

Insightment

Ideation & Concept Development

Discussions placing insights in perspective

Idea generation by frequent travellers

Phase 2

Understanding customer expectations

WOW

UGH

actual

experience

expected

experience

Insightment

Ideation & Concept Development

Validation

Phase 3

Quantitative and emotional validation of 4 selected

concepts

Concept casino

Concept re-writing

To conclude

Involving consumers connects multiple stakeholders

and demystifies the front end of innovation.

Key customers are an important „partner in crime‟

in reaching competitive advantage.

It’s not about delivering slides,

it‘s about making research actionable.

To conclude

Involving consumers connects multiple stakeholders

and demystifies the front end of innovation.

It’s not about delivering slides,

it‘s about making research actionable.

Key customers are an important „partner in crime‟

in reaching competitive advantage.

Emotional validation 185

In addition to a quantitative validation in the third phase, we also included new measurements that allow us to

grasp the more irrational and emotional reactions of passengers towards the ideas. Recent evidence in

neuropsychology learns us that our brain has two parts: one reflective and rational route which is involved

when we are really ‘thinking’. An automatic route which makes very quick effortless decisions based on past

behaviour and the emotional evaluation of past actions. The emotion measures are developed in cooperation

with Dr. Mike Friedman, Doctor in the social psychology and teaching professor and the university of Mons,

Belgium. The emotional measurements are:

Direct measurement under cognitive load: Straightforward questioning, while

remembering a set of symbols shown prior to the questions. The cognitive load will put

more pressure on the rational part of our brain and will allow participants to answer with

their emotional brain.

Implicit measurement (using a Push No push Association Test (PNAT)): Participants

have to decide under time pressure if they feel a certain emotion with a concept or not.

The emotional, automational part of our brain is quicker than the rational part of the brain

and therefore this measurement will lead to a more emotional response.

Visual measurement: A task to create a ‘collage’ using standardized visuals that relate to

a specific emotion. Visuals and emotions are processed in the same part of the brain.

They have therefore a natural fit. The automational brain is also more action oriented.

Because we ask people to make a collage and we do not ask them to reflect on

something, we have more chance to address the emotional, automational brain.

Agenda

The Conversation Company by Steven Van Belleghem, Managing Partner &

Author of The Conversation Manager/Company

The Consumer Consulting Board by Tom De Ruyck, Head of Research Communities

Client cases:

• Co-creating the new Marktplaats

by Anouk Willems, Senior Research Innovator

• Improving the flight experience by

understanding & listening to frequent flyers

(KLM)

by Thomas Troch, Senior Research Innovator

Co-creation and Structural Collaboration

with Consumers: a fish bowl discussion by Ramon Pardo, Managing Director The

Netherlands

The

Community

Smartees

Challenge!

Take a seat!

3 discussion rounds, each round

with new participants

4 seats available per round;

3 seats for ‘round-participants’,

1 ‘hot-seat’.

Each round 5 minutes

Let‟s meet the

jury

Barbara Nieuwenhuijs, Anita

Peerdeman & Monique van Holland

Keep the discussion on-topic

Be a “devils advocate”

Statement 1

Consumers are

probably the

most effective / worst

consultants my

company can hire.

Statement 2

A consumer consulting

board would definitely

or never work for my

company

Statement 3

Sharing true consumer

stories & experiences

will benefit / hurt my

company

The

Communities

Smartees

Challenge!

What does the Jury say?

Stay tuned!

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all of our stakeholders.

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