Jonne van Wijngaarden

New Business Development Controller

@ Philips

Focus on Finance, IT and a little bit of

market research

Sleeping ID: When I go to bed I sleep

immediately. Always. However, when I wake

up in the morning it usually takes a shower,

coffee and a 1 hr drive to work before I’m

completely awake.

Philips tries to simplify healthcare through

combining unique clinical expertise with human insights

to develop innovations that ultimately

help to improve the quality of people’s lives.

Thomas Troch

Dedicated Community Manager

@ InSites Consulting

Focus on co-creation, design research and

service design

Sleeping ID: Right before I go to bed, I like to

read, check blogs or watch TV on iPhone or

iPad with a drink. When I wake up in the

middle of the night, this is often because these

devices aren’t very comfortable to sleep on…

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 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.

Challenges How to deal

with the Chinese language?

Challenges How to deal

with a cycle time of only 9 weeks

between initial phone call and reporting?

Solution An online research community in China

allows Philips to connect with the culture

over a longer period in time.

Solution Sleep Well Community

UNIQUE VIEW ON THE LIFE OF THE TARGET GROUP

PARTICIPANTS

CO-RESEACHERS

EXPLORE REVIEW

SOLUTION wEEK CONNECTION

Solution Sleep Well Community

COMMUNITY FUNNEL

SLEEPING HABITS

HEALTH AND WELL-BEING IN CHINA

SLEEPING PROBLEMS REVIEW

SOLUTIONS

PHILIPS BRAND AND SOLUTIONS

Crowd interpretation Co-researchers challenge our analysis.

Crowd interpretation Co-rearchers challenge our analysis.

- Explaining findings we don’t fully understand

Crowd interpretation Co-rearchers challenge our analysis.

- Explaining findings we don’t fully understand

- Illustrating findings with personal examples

Crowd interpretation Co-rearchers challenge our analysis.

- Explaining findings we don’t fully understand

- Illustrating findings with personal examples

- Going beyond first impressions

Crowd interpretation Example

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

honored 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!

“

”