webinar: structural collaboration with consumers
TRANSCRIPT
• Spin-off of top ranked business school
• 15 years of experience and know how
• Pioneer and innovator in digital methods
• Most awarded #mrx agency
• Strong consulting attitude
• Fully independent
• New York, Timisoara, London, Rotterdam, Ghent
• 120 passionate international team members
• Worldwide certified moderator network
• Working for 30% best global brands (Interbrand)
Fact sheet
INNOVATORS
academic
Who we are
Crazy Gamers
Me Toos
Safe Havens
Smart Cookies
Who we are
METHODS
We are proud to be the most awarded agency in
the world by ESOMAR, AMA, ARF, MRS, SPSS,
MOA… Since more than 10 years our ForwaR&D
Lab develops state-of-the art methods.
We believe in co-creating together with clients
(e.g. Unilever, Heinz, Heineken, UCB) and
academics (e.g. Penn State University, University of
Houston, ESSEC, University of Maastricht) to
remain ahead of the curve.
Solid
Who we are
THINKING
Our genuine interest in how consumers think,
behave and evolve, goes beyond research.
We inspire our clients to engage in the consumer
conversation and to collaborate with them to
shape the future of their brands.
We are so passionate about our vision that we
embed it in everything we do. We even write best-
selling management books about it.
www.conversationmanagement.com
www.howcoolbrandsstayhot.com
Creative
Who we are
@niels_insites
@niels_insites
>50% 5 65%
Product experience
Promotions
Contests
News
Advertising: decreases
Co
nvers
ati
on
Sta
rters
@niels_insites
@niels_insites
@niels_insites
@niels_insites
@niels_insites
@niels_insites
ALREADY WITH
YOUR BRAND
FOR AGES
@niels_insites
Extra-ordinary ENGAGEMENT
@niels_insites
@niels_insites
53% plans 33% rank 2 out of 16 emerging technologies actual year later 2010 2011
11% understands rank 16 out of 16 emerging technologies 2010
The status of online research communities today?
@niels_insites
@niels_insites
@niels_insites
@niels_insites
@niels_insites
7x
@niels_insites
What you DO to people is equally important as
what you ASK
@niels_insites
@niels_insites
@niels_insites
@niels_insites
@niels_insites
Crowd interpretation Participants challenge our analysis.
- Explaining findings we don’t fully understand
- Illustrating findings with personal examples
- Going beyond first impressions
@niels_insites
20% to 40% unique insights from the crowd
CROWD-INTERPRETATION
@niels_insites
@niels_insites
Knowledge Leverage We engage consumers to think harder, to think better allowing us to
get better data and generate richer knowledge. We activate them to
structurally collaborate with us to co-create the future of brands.
1
“A closed research community – brilliantly
moderated by InSites Consulting – allowed
us to learn from lead users and co-create
our B&J’s marketing plans.”
@niels_insites
2 Internal Leverage Change management within companies based on research by
changing the hearts, minds and actions of executives. The effects of
our research go beyond traditional reporting, e.g. by means of positive
disruption games and communication campaigns..
“The amount of information you
pulled together for us is incredibly
insightful and helpful. It's also
presented in such an engaging way
that it makes going through the
content enjoyable.
It truly is the best research report
I've seen in many, many years, if not
the best. Thanks again.”
@niels_insites
@niels_insites
It is about HUMANS, not technology or
panels
They do not pay attention to BORING things.
We need to ENGAGE, and relate with our
audiences
Also CROSS-CULTURALLY
And create IMPACT within and outside
@niels_insites
Influence hard to INSPIRE target
groups
Actually CREATE the future club
Put DESIGN on top of the list
Draw attention in general and
specialized PRESS
… by means of creative and smart
cookie methods
@niels_insites
linkedin.com/in/nielsschillewaert @niels_insites [email protected]
www.insites-consulting.com
New York I London I Ghent I Rotterdam
Managing Partner
Consumer insights inspire the nightlife experience of tomorrow
The historical legacy behind Heineken’s
design credence is what led the brand
to pursue its progressive roots
and encourage emerging designers
Challenges Involve young designers in a vision on the future?
Facilitate co-creation among the design team?
Engage trendy clubbers from all over the world?
Report findings to designers and select ideas?
1 2 3 4
How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
Crowdsourcing emerging designers
via social media
Making the final selection on Pecha Kucha nights
in Milan, New York, Sao Paulo & Tokyo
How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
Facilitate co-creation among the design team
How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
Facilitate co-creation among the design team
Connect with clubbers and understand their journey
Online Research Community
Understanding the journey of clubbers
PARTICIPANTS
120 COUNTRIES
20 Clubbing
design-savvy
Heineken
The Heineken concept club community
Clubbing experience
Role of clubbing Review of the
Ideal experience
nightlife experience
Join forces with a multidisciplinary group of designers
Facilitate co-creation among the design team
Connect with clubbers and understand their journey
Report the findings to the designers & select the ideas
How to create the club of tomorrow?
Connecting Discovering Getting a drink
Dancing Cooling down Ending the night
The layout takes a cue from
the nightlife journey of clubbers
Join forces with a multidisciplinary group of designers
Facilitate co-creation among the design team
Connect with clubbers and understand their journey
Report the findings to the designers & select the ideas
The result?
How to create the club of tomorrow?
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.
The staff is dressed in vibrant futuristic outfits,
in line with the ‘Changing perspectives’ theme of the club.
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.
The bar is interactive and allows you to order a beer,
it even keeps track of who is next in line.
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!
Leave your drink on the numbered shelf
and go crazy on the dance floor.
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.
When it’s time to move on,
a friendly concierge will guide
clubbers onwards, giving directions
and arranging cabs home.
RESULTS
Open Design Exploration has become the 4th Global Activation Platform for Heineken
H® BUILDS CREDIBILTY IN DESIGN WORLD 13.000 + V I S I T O R S
3 MILLION + V I E W S O N V I C E T V ; 2 1 . 0 0 0 + V I E W S O F O D E M O V I E S
- C O O L H U N T I N G + 250.000 VIEWS
- W A L L P A P E R + 70.000 V I EW S + 600.000 p r i n t
533 C O V E R A G E P I E C E S O N T H E C L U B + 1 4 I N D E P T H I N T E R V I E W S
“ I thought Heineken's Milan concept club project was a real highlight of the Milan furniture fair. Ambitious in scope and extremely well executed,
it really moved the brand forward and positioned it as a defining force within the design world. I was particularly impressed by the brand's approach to mentoring and nurturing new design talent.“ Sunday Times: Style
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