Sleep Well community How Philips uncovered insights

on sleeping problems in China

New Business Development Controller

Jonne van Wijngaarden

innovaBRICS | London, 5 September 2012

Senior Research Innovator

Thomas Troch

Context Sleep has been identified

as one of the key markets

and innovation opportunities for Philips.

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.

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.

Challenges How to build unique insights about

Chinese sleeping behaviours

and the Chinese sleep market,

that go beyond already available quantitative insights.

RESEARCH

carefully screened group of consumers

gathered around a common interest

RESEARCH

carefully screened group of consumers

gathered around a common interest

joining a closed online platform

longitudinal connection

managed by passionate moderators

RESEARCH

carefully screened group of consumers

gathered around a common interest

joining a closed online platform

longitudinal connection

managed by passionate moderators

needs beliefs

perceptions

motivations

underlying emotions

co-creation

Challenges How to deal

with the Chinese language?

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

Check out the Sleep Well community on http://youtu.be/WmScRyV2wUs

Crowd interpretation Co-researchers challenge our analysis.

- Explaining findings we don’t fully understand

- Illustrating findings with personal examples

- Going beyond first impressions

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.

[…]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

@jonnevw

Stay tuned!

New Business Development Controller

Jonne van Wijngaarden

Senior Research Innovator

Thomas Troch

Stay tuned!