Millennials & Collaborative Innovation Smartees Seminar

Millennials and Collaborative

Innovation Smartees Seminar

This is the full slidedeck of our

Smartees Seminar Millennials &

Collaborative Innovation, hosted in

New York on 24 October, 2014.

Presentation by Joeri Van den Bergh

(Gen Y expert & co-founder) and

Thomas Troch (Senior Research

Manager).

Welcome!

#InSites

Hi there, I’m Giulia.Italian/Austrian Glomad – GenYer.

Research Manager & GenY Junkie.

Play <3: googling random facts while

travelling.

Work <3: marketing strategies that

activate & engage consumers.

Especially other great GenY Minds like

myself.

@GIULIA_GASPERI

8th most

innovative

marketing

research

agency of the

(GRIT 2014)

Our vision of

contemporary

marketing is

evangelized

through our

best-selling

books.

6 offices / most time zones

Global Community Moderator Network

75 certified moderators in +50 countries

Consumer panel in +50 countries

@GIULIA_GASPERI

From kids to bosses

@GIULIA_GASPERI

#1: Applits

@GIULIA_GASPERI

Millennials x Innovation: how big is the pie?

89% 75%

*Based on a study in Spring 2013 with 3485 Millennials from 13 countries:

Belgium, The Netherlands, Germany, USA, Italy, Poland, Russia, Sweden, Turkey, the UK, Brazil, China, India

…wants to help

companies improve

their market offering.

…wants to take part in

a Consumer Consulting

Board.

ONE CONFESSION: JOERI’S THAASOPHOBIA

ONE ADDICTION: LOW FAT P*RN – EXCUSE MY FRENCH

ONE PREDICTION: SMALL LUCK REPLACING BIG DATA

YOLO ≠ YOLT

→ ½ feels it is IMPORTANT to be

better than peers in a hobby

→ 84% love being an expert in things

→ 78% someone they know would

consider them an “expert” in at least

one thing

#selfiesteem?

@Joeri_InSites

joerivandenbergh

www.howcoolbrandsstayhot.com

Co-founder InSites Consulting & Gen Y expert

Joeri Van den Bergh

Thanks &

keep your C O O L!

COLLABORATION

THROUGH millennialINNOVATION

@THOMASTROCH

INNOVATION THROUGH millennial COLLABORATION@THOMASTROCH

INNOVATION

THROUGH millennialCOLLABORATION

INNOVATION THROUGH millennial COLLABORATION

INNOVATION

R2=.57

R2=.74

R2=.62

InSites Consulting Brand Model

tested by path analysis

INNOVATION

RECRUITMENT

INCENTIVES

INTERACTION

ENGAGEMENT

89% 35% 25% 75%

THENUMBERS*

*Based on a study in Spring 2013 with 3485 Millennials from 13 countries:

Belgium, The Netherlands, Germany, USA, Italy, Poland, Russia, Sweden, Turkey, the UK, Brazil, China, India

…wants to help

companies improve

their offerings for the

market.

…had an experience in

collaborating with

companies in that way.

… puts "involving

customers to improve

products and

services" in the top

three ways a company

or brand can give them

a "wow" feeling.

…wants to be a

participant in a

Consumer Consulting

Board.

COFFEE break

MOBILIZING urban parents AROUND

THE WORLD

Urbanizationis a trend we can’t beat

MOBILIZING urban parents AROUND THE WORLD@THOMASTROCH

On a quest for

universal insights

Immerse into the world

of the Urban ParentInspire entire Quinny team

Understand daily challenges

Context: mobility

Challenge #1Languages

Challenge #2Context

Engagement

Different feedback

Higher relevance

%2x more

visuals47 vs. 87

Challenge #3Engagement

Thanks, Quinny... Now I can

show off the buggy to my other

moms out there and make them

jealous because this buggy is not

available in Malaysia and I OWN

it...Yeay!

By Asyikin, Kuala Lumpur

1. Interest:

Unlock new

parenting

fun facts

2. Impact:

Behind the

scenes of

Quinny

3. Reward:

Voucher &

book travel

tips for

parents

4. Reward:

Become the

“Quinny

Caster”

In-sight |’in.sit|

From data touniversal insights

By becoming a parent, my priorities have

really changed. It’s not just about ‘see and

be seen’ anymore. It takes quite some

creativity to cater to the needs of my baby

in the city. You can’t do it on your own.

Urban parents

insight

HEINEKEN open design EXPLORATIONS@THOMASTROCH

Routine trips are to the store, up

into town to meet friends, to baby

groups and group activities. If

we’re staying local, we use the

stroller because Iz LOVES to face

out and stare at people as we

pass, nosy little biddy.*lol*.

We have regular play groups in

our area, they’re very important

for her socialization and for my

sanity! Some of them have music

and singing, all of them have

friends for her to play with, and we

love them.

Impact:Repositioning the brand

From looks to skills, from

me to we

New social currency

New productinnovations

Prioritize product ideas

Guide internal discussions

I love discovering new neighborhoods in

my city. Now that I am a parent I am

rediscovering the city in a new way, but I

feel limited in my mobility. I wish their was

a quicker way to conquer the city together

with my baby.

Urban parents

insight

HEINEKEN

open design EXPLORATIONS

2012 2013 2014

The historical legacy behind Heineken’s

design credence is what led the brand

to pursue its progressive roots

and encourage emerging designers

2012 2013 2014

Crowdsourcing emerging

designersvia social media

Private Online

Community

Connecting Discovering Getting a drink

Dancing Cooling down Ending the night

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

2012 2013 2014

Magazzini

I want a drink that triggers all my senses. I

like having a unique drink that has a story

to tell. It’s not about quantity but about

quality.

Club insight

We are all a little looser while dancing,

this is a great opportunity to connect with

new people and the DJ; too often I’m only

surrounded by the same people.

Club insight

Designed for the

Up to 40% growth in sales in best practice

markets

2012 2013 2014

After the extensive piece of research on the nightlife

journey,how to unravel the DNA of a lounge

Build further on known insights

and understand the essence of a lounge

experience.

Method #1

Instagram

Netnography

Method #2

Intake Survey

EXPERT

YOUR LOUNGE

JOURNEY

CHALLENGE

LET’S GET SOCIAL

Method #3

Consumer

Consulting

Outcome #1

Consumer Story

Dashboard

Insight

Activation

Outcome #2

Observation

Outcome #2

Observation

Outcome #3

Co-create the

design brief

The essenceof lounging?

Bondingwith a small group of people

you already know well,

2.with whom

you want to discovera mysterious and unexpected

VIP experience

and where you expect all the interaction with the environment

to come your way.

The Result?

I want to have a private conversation with

my friends, but we keep getting

interrupted by people bumping into our

chairs. It would be nice if we would have a

place for ourselves without being

completely disconnected from the people

around us.

Lounge insight

I want to order a drink without leaving my

table but I can’t get the waiter’s attention.

It would be nice to have an easy way to let

him/her know I want to order a drink.

Lounge insight

I want a drink that triggers all my senses. I

like having a unique drink that has a story

to tell. It’s not about quantity but about

quality.

Lounge insight

LET’S GO TO

THE Q&A

STAY hot

thomas@insites-consulting.com

@thomastroch

http://be.linkedin.com/in/thomastroch

+32 494 867 081

Thomas TrochSenior Research Manager

Millennials & Collaborative Innovation Smartees Seminar

Marketing

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