Post on 25-Feb-2016
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QRCA Presentation
QRCA Symposium on Excellence in Qualitative ResearchMay 12, 2011The Virtual Boardroom: Using Online Qualitative to Research Senior Stakeholders Developing High Value Corporate StrategyPenny MesurePhilips InternationalMichael WalshObservant LLC1The Role of Senior Influencers
2Philips is Involved in Many Markets GloballyHealthcareConsumer LifestyleLighting
Cardiovascular MarketCoffee Makers Professional Lighting
PatientMonitoringRechargeable Toothbrushes
Consumer Lighting
Care and ResuscitationMale ShavingLamps3
Philips Focus on Health & Well-being Synergies Across the PortfolioIn 2015 Philips wants to be a global leader in health and well-being, illustrated by the aim to become the preferred brand in this domain in a majority of our markets4
Targeting Senior Influencers* Other stakeholders include: Financial/business media, governments, unions, educational institutions, NGOsCreate a dialogue on key H&WB societal trends to build thought leadership and advocacy for Philips in this areaInstitutionalInvestors 5
Strategy Road Map
PHILIPS VISION AND STRATEGY
UNDERSTAND TARGET AUDIENCES
GO LIVE
GLOBAL BRAND CAMPAIGN / STAKEHOLDER ACTIVITIES
TWEAK STRATEGY
HEALTH AND WELL-BEING SPACE6
Strategy and Research Road Map
PHILIPS VISION AND STRATEGYUNDERSTAND TARGET AUDIENCESHEALTH AND WELL-BEING SPACETWEAKING STRATEGY
POST TESTING OF CAMPAIGN ELEMENTSBRAND CAMPAIGN:
COMMUNICATIONSTRACKING
BRAND CAMPAIGN:
PRE TESTING OFCAMPAIGN ELEMENTS
7
How Do We Reach These Influencers and Bring Them Together?8
9Access influencers and key constituents who are challenging to pull together
Provide rapid feedback to the Philips team
Maintain ongoing discussion with audiences
Logistical benefits without sacrificing qualityLeveraging an Online Research Platform With Key InfluencersOnline Bulletin Boards
10Participants, Moderators and Observers Can Be Located Across Many Time Zones
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Convenience and FlexibilityHigh Quality InteractionFast Turn AroundDailyTranscriptsData StructuringRapid ReportingSpeedy DeploymentCost EffectiveVIDEO STREAMING1 OBB=Several FGsAdvantages
12The Virtual Boardroom
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Concept Evaluation:Philips Livable Cities Award
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Audio and Visual Stimuli:Philips Livable Cities Webcast15Projective Techniques:Year-End Perceptions of Philips
Because it is a sunburst, equates with light. Enlightening others, bringing clarity and solutions to the world. Senior Business Leader, USI'd have to say a Lexus sedan...they are very high quality, technologically savvy, and top of mind recognizable, yet affordable. Healthcare Professional, US
16Performance Tracking:Creating Brand AdvocatesSenior Business LeadersHealthcare ProfessionalsLightingProfessionalsIs a company I would speak highly of without being askedIs a leader in innovation
Understands peoples needs
Size indicates degree of positive association
Wave 1: March 2010Wave 3: July2010Wave 6: December 201017Core Respondents Throughout Year
Senior Business LeadersHealthcare ProfessionalsLighting Professionals18Maintaining Respondent Engagement
Continuous FeedbackAppropriate Incentives
Targeted Discussions
Thank you for inviting me to participate. Senior Influencer19Taking Action
20Internal OBB Stakeholder Eco-System
Brand Campaign TeamBrand Strategy TeamChief Marketing OfficerPublic Affairs TeamExternal Communications TeamThe Philips Center for Health and Well-beingGlobal MI/ Partner Agency21
Plus Its Raising the Status of Market Research Within Philips
22Looking Ahead to Future Research with Online Bulletin Boards
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