Consumers are at the heart of our organisations
@SEBASTIENVL
Customers…
Who are they?
@SEBASTIENVL
?
?
?
? 4 things to remember about the new customer
@SEBASTIENVL
57% A person from your contact
list
14% A company
@SEBASTIENVL
Everyone is a critic/reviewer and the outcome may leverage your brand…
@SEBASTIENVL
... or damage your brand
@SEBASTIENVL
?
?
?
Perfect information
Consumer-generated
Trustworthy
Lightning fast
Fuelled by social media
@SEBASTIENVL
?
?
?
empowered
@SEBASTIENVL
Cultures were never so close
@SEBASTIENVL
Stimulation junkies. On the go, but 100% connected.
@SEBASTIENVL
? ?
empowered
Globally in touch
Hyperfast learning
Raising bar of expectations
@SEBASTIENVL
cosmopolitan empowered
? ? @SEBASTIENVL
Higher purchase intention for products co-created by peers. (van Dijk, 2012)
@SEBASTIENVL
cosmopolitan empowered
? Sharing feedback
Walking in our shoes
Concrete business outcomes
@SEBASTIENVL
smart co-creator
cosmopolitan empowered
? @SEBASTIENVL
The paradox of choice.
@SEBASTIENVL
@tomderuyck @SEBASTIENVL
smart co-creator
cosmopolitan empowered
Rational overload
Emotional heuristics
Herd behaviour
Emotional sharing
@SEBASTIENVL
smart co-creator
cosmopolitan empowered
emotional
@SEBASTIENVL
?
?
?
? 4 things to remember about the new customer
@SEBASTIENVL
smart co-creator
cosmopolitan empowered
emotional
@SEBASTIENVL
It’s the media, stupid!
@SEBASTIENVL
What’s the impact
on companies?
@SEBASTIENVL
We need to make consumers an
integral part of everything we do.
Mariken Kimmels / H.J. Heinz
@SEBASTIENVL
What’s the impact
on research?
@SEBASTIENVL
Playing instead
of paying for
attention
@SEBASTIENVL
Filling our
Blind Spots
@SEBASTIENVL
‘Online Communities’ become more and
more a true ‘Fusion Research’ tool that
allows for ‘triangulation’ on different
levels. Leading to more valid research
results, fresh inspiration and a deeper
understanding of the issue researched.
Frédéric Gennart / Inter IKEA Systems
@SEBASTIENVL
@tomderuyck @SEBASTIENVL
Central Research Nerve System
@SEBASTIENVL
What could be
the result?
YELO CASE: Fusion with Social Media Research
@SEBASTIENVL
Leveraging research
results to the max!
@SEBASTIENVL
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!
@SEBASTIENVL
Internal
@SEBASTIENVL
Internal
@SEBASTIENVL
Internal
@SEBASTIENVL
Internal
@SEBASTIENVL
Internal
@SEBASTIENVL
External
@SEBASTIENVL
What about the future of
market research?
@SEBASTIENVL
Smart Cookies
academic backbone
sector expertise
marketing consulting
innovative methods
change agent
engagement & activation
Creative
Solid
@SEBASTIENVL
linkedin.com/in/tomderuyck uk.linkedin.com/in/sebastienvanlaere tom@insites-consulting.com sebastien@insites-consulting.com @tomderuyck @sebastienvl
www.insites-consulting.com
Ready for a bright future?
Head of Research Communities