Post on 18-Oct-2014
description
Anouk Willems
Senior Research Innovator, InSites Consulting
Collaborating
with consumers Case: Heineken Open Design Explorations
Tom De Ruyck
Head of Research Communities, InSites Consulting
@Tomderuyck
@AnoukW1
Nice to meet you
@AnoukW1: Utrecht |
Wielrennen | Italie |
Marketing| co-creatie |
Entrepreneurship | #MROC |
Senior Research Innovator
@Tomderuyck: België |
Design & architectuur | Wijn
| Twitter| No Status Quo|
#MROC | Head of Research
Communities
Fact sheet
Spin-off of top-ranked business school
15 years of experience and know-how
Pioneer and innovator in online methods
Covering any marketing domain
Fully independent
Ghent, Rotterdam, London, Timisoara, New York
125 passionate employees
Proprietary research panel in +25 countries
Most awarded agency by ESOMAR
Who we are
Collaborating with consumers
COL
LAB
ORA
TION
CASE. How Heineken collaborated with
designers, consumers and researchers.
Co-creation
Designers & Research?!
Inspired by trendy clubgoers
A matching way of reporting
... for maximal impact
IF YOU WANT TO EXPERIENCE IT,
COME AND VISIT US AT THE
SALONE DESIGN FAIR IN MILANO
APRIL17-22TH OF APRIL 2012
Collaborating with consumers – part 2
COL
LAB
ORA
TIO
N
WORKSHOP. What does structural
collaboration mean for company and
consumer?
Outline
Research objective & approach
Meet the UK mums
Moments & Needs:
A week in the life of a UK mum
Opportunities
Structural collaboration with consumers What are the challenges and opportunities to collaborate & co-create with consumers?
Collaborating with consumers
Opportunities (Drivers, advantages.)
Company (impact on the company)
Consumer (impact on consumers)
Challenges (fears, barriers, disadvantages)
? ?
? ?
Outline
Research objective & approach
Meet the UK mums
Moments & Needs:
A week in the life of a UK mum
Opportunities
Structural collaboration with consumers What are the challenges and opportunities to collaborate & co-create with consumers?
Collaborating with consumers
Opportunities (Drivers, advantages.)
Company (impact on the company)
Consumer (impact on consumers)
Challenges (fears, barriers, disadvantages)
Kill own ideas
Are we open-minded?
Loads of unstructured info
Unsure results
Resistance for new initiatives
Heavy workload
Good ideas, not executed
No ‘salary’ for ideas
Other ways to get famous
with my ideas
Positive WOM
Brand positive efforts
Cost-efficient
Consumer relevant ideas
Helping others
Recognition from the company
Skill development
Information seeking
Fun
Personal need
Collaborating with consumers
Collaboration and co-creation are
trends; in 3 years, these will blow
over.
Collaborating with consumers
Collaboration is more important
for the company than for the
consumer
Collaborating with consumers
Collaboration is not about the
outcome. The process is more
valuable.
Collaboration: the round up
1. Co-creation can be done with different
groups of people (e.g. amateurs vs.
designers)
2. Involve consumers for inspiration &
consumer relevance. The final creation is
still up to professionals
3. Co-creation is not about a finished product,
it’s learning from one another & it’s about
the need behind an idea. If you play it well
there are external leverage effects (PR &
Marketing)
Let’s Connect!
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