Consumer Consulting Board Cases at IESEG

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

Flashback

@thomastroch

@thomastroch

Consumer Consultant

1.

2.

3.

Knowledge

Internal

External LEVERAGE

LEVERAGE

LEVERAGE

@thomastroch

@thomastroch

the motivations of today’s consumers,

we have to understand their lives.

@thomastroch

If we want to know how to understand

?

?

?

? 4 things to remember about consumers

@thomastroch

@thomastroch

1

A world full of user-generated information.

@thomastroch

empowered

@thomastroch

Impact on qualitative research?

Social tools

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@thomastroch

1 2

connected empowered

@thomastroch


Social tools Longitudinal connection

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@thomastroch

1 2 3

@thomastroch

Life of George

smart co-creator

empowered

@thomastroch

connected


Social tools Longitudinal connection Collaboration with brands

@thomastroch

@thomastroch

1 2 3

4

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

@thomastroch

smart co-creator

empowered

emotional

@thomastroch

connected


Social tools Longitudinal connection Collaboration with brands Emotional tools

@thomastroch

@thomastroch

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

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

Insighting

Developing

Optimizing

Implementing

Business

Objectives

http://www.google.be/url?sa=i&rct=j&q=heineken+logo&source=images&cd=&cad=rja&docid=7cc4SYwm7vi2UM&tbnid=d85qAIel_N1ntM:&ved=0CAUQjRw&url=http://free-extras.com/images/heineken_logo-10274.htm&ei=wBIVUdGGGISLhQef3oHQBA&bvm=bv.42080656,d.ZG4&psig=AFQjCNEDXT3Sh8u1l14tHS7gRJjoVeUJFw&ust=1360421949769305

@thomastroch

The historical legacy behind Heineken’s

design credence is what led the brand

to pursue its progressive roots

and encourage emerging designers

@thomastroch

Challenges Involve consumers in a vision of the future?

Engage trendy clubbers from all over the world?

Report findings to designers for maximum impact?

Facilitate co-creation among the design team?

1 2 3 4

Select ideas and create consistency? 5

@thomastroch

How to create the club of tomorrow?

Join forces with a multidisciplinary group of designers

@thomastroch

Crowdsourcing emerging designers

via social media

@thomastroch

Making the final selection on Pecha Kucha nights

in Milan, New York, Sao Paulo & Tokyo

@thomastroch

@thomastroch



Connect with clubbers and understand their journey

@thomastroch

Understanding the journey of clubbers

PARTICIPANTS

120 COUNTRIES

20 Clubbing

design-savvy

Heineken

@thomastroch

Online Research Community

@thomastroch

The Heineken concept club community

Clubbing experience

Role of clubbing Review of the

Ideal experience

nightlife experience

@thomastroch



Approach the nightlife journey as service design


@thomastroch

@thomastroch

Connecting Discovering Getting a drink

Dancing Cooling down Ending the night

@thomastroch

The layout takes a cue from

the nightlife journey of clubbers

@thomastroch



Approach the nightlife journey as service design


The result?

@thomastroch

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

The staff is dressed in vibrant futuristic outfits,

in line with the ‘Changing perspectives’ theme of the club.

@thomastroch

@thomastroch

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

The bar is interactive and allows you to order a beer,

it even keeps track of who is next in line.

@thomastroch

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

Leave your drink on the numbered shelf

and go crazy on the dance floor.

@thomastroch

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

Clubbers are invited to express their thoughts

on an origami-shaped wall.

@thomastroch

Instant pictures provide

to take home.

you with a tangible memory

@thomastroch

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

When it’s time to move on,

a friendly concierge will guide

clubbers onwards, giving directions

and arranging cabs home.

@thomastroch

Challenges Involve consumers in a vision of the future?

Engage trendy clubbers from all over the world?

Report findings to designers for maximum impact?

Facilitate co-creation among the design team?

1 2 3 4

Select ideas and create consistency? 5

@thomastroch

@thomastroch

Insighting

Developing

Optimizing

Implementing

Business

Objectives

@thomastroch


@thomastroch

@thomastroch

Insighting

Developing

Optimizing

Implementing

Business

Objectives


@thomastroch

Recognizable?

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

@thomastroch

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

@thomastroch

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

@thomastroch

Welcome to Famous.

This Belgian advertising agency has a strong

belief in the power of consumers to inspire

their creative workforce.

@thomastroch

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

@thomastroch

Everybody Famous!

An on-going research community of 150 Flemish and 150 Walloon consumers, an inspirational window to their day-to-day stories.

@thomastroch

@thomastroch

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

@thomastroch

Bringing consumers alive…

Understanding the needs of Famous by immersing in their workflow.

@thomastroch

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

@thomastroch

Bringing consumers alive… by inviting them on special events.

@thomastroch

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

@thomastroch

@thomastroch

“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

@thomastroch

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

@thomastroch

@thomastroch

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

Consumer impact

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

@thomastroch

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

Consumer impact

…to re-evaluate campaigns in the past, and eliminate misconceptions who caused failure

@thomastroch

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

@thomastroch

Context Sleep has been identified

as one of the key markets

and innovation opportunities for Philips.

@thomastroch

http://www.insites-consulting.com/

Assignment 3 month project launched to assess

sleep market in Asia Pacific region.

Objective was to assess market potential

and advise on go-to-market.

@thomastroch


Quick scan Market size and opportunities

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


Challenges How to build unique insights about

Chinese sleeping behaviours

and the Chinese sleep market,

that go beyond already available quantitative insights.

@thomastroch


RESEARCH

carefully screened group of consumers

gathered around a common interest

@thomastroch


RESEARCH



joining a closed online platform

longitudinal connection

managed by passionate moderators

@thomastroch


RESEARCH



joining a closed online platform

longitudinal connection

managed by passionate moderators

needs beliefs

perceptions

motivations

underlying emotions

co-creation

@thomastroch


Challenges How to deal

with the Chinese language?

@thomastroch


UNIQUE VIEW ON THE LIFE OF THE TARGET GROUP

Solution Sleep Well Community

PARTICIPANTS

CO-RESEACHERS wEEK CONNECTION

SLEEPING HABITS

HEALTH AND WELL-BEING IN CHINA

SLEEPING PROBLEMS

REVIEW SOLUTIONS

PHILIPS BRAND AND SOLUTIONS

@thomastroch


Crowd interpretation Co-researchers challenge our analysis.

- Explaining findings we don’t fully understand

- Illustrating findings with personal examples

- Going beyond first impressions

@thomastroch


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


[…]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


@thomastroch

Insighting

Developing

Optimizing

Implementing

Business

Objectives

@thomastroch


Consumer Consultant

1.

2.

3.

Knowledge

Internal

External LEVERAGE

LEVERAGE

LEVERAGE

@thomastroch

@thomastroch

linkedin.com/in/thomastroch @thomastroch [email protected]

www.insites-consulting.com

Consumer Consulting Board Cases at IESEG

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