QRCA Presentation

QRCA Symposium on Excellence in Qualitative ResearchMay 12, 2011The Virtual Boardroom: Using Online Qualitative to Research Senior Stakeholders Developing High Value Corporate StrategyPenny MesurePhilips InternationalMichael WalshObservant LLC1The Role of Senior Influencers

2Philips is Involved in Many Markets GloballyHealthcareConsumer LifestyleLighting

Cardiovascular MarketCoffee Makers Professional Lighting

PatientMonitoringRechargeable Toothbrushes

Consumer Lighting

Care and ResuscitationMale ShavingLamps3

Philips Focus on Health & Well-being Synergies Across the PortfolioIn 2015 Philips wants to be a global leader in health and well-being, illustrated by the aim to become the preferred brand in this domain in a majority of our markets4

Targeting Senior Influencers* Other stakeholders include: Financial/business media, governments, unions, educational institutions, NGOsCreate a dialogue on key H&WB societal trends to build thought leadership and advocacy for Philips in this areaInstitutionalInvestors 5

Strategy Road Map

PHILIPS VISION AND STRATEGY

UNDERSTAND TARGET AUDIENCES

GO LIVE

GLOBAL BRAND CAMPAIGN / STAKEHOLDER ACTIVITIES

TWEAK STRATEGY

HEALTH AND WELL-BEING SPACE6

Strategy and Research Road Map

PHILIPS VISION AND STRATEGYUNDERSTAND TARGET AUDIENCESHEALTH AND WELL-BEING SPACETWEAKING STRATEGY

POST TESTING OF CAMPAIGN ELEMENTSBRAND CAMPAIGN:

COMMUNICATIONSTRACKING

BRAND CAMPAIGN:

PRE TESTING OFCAMPAIGN ELEMENTS

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How Do We Reach These Influencers and Bring Them Together?8

9Access influencers and key constituents who are challenging to pull together

Provide rapid feedback to the Philips team

Maintain ongoing discussion with audiences

Logistical benefits without sacrificing qualityLeveraging an Online Research Platform With Key InfluencersOnline Bulletin Boards

10Participants, Moderators and Observers Can Be Located Across Many Time Zones

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Convenience and FlexibilityHigh Quality InteractionFast Turn AroundDailyTranscriptsData StructuringRapid ReportingSpeedy DeploymentCost EffectiveVIDEO STREAMING1 OBB=Several FGsAdvantages

12The Virtual Boardroom

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Concept Evaluation:Philips Livable Cities Award

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Audio and Visual Stimuli:Philips Livable Cities Webcast15Projective Techniques:Year-End Perceptions of Philips

Because it is a sunburst, equates with light. Enlightening others, bringing clarity and solutions to the world. Senior Business Leader, USI'd have to say a Lexus sedan...they are very high quality, technologically savvy, and top of mind recognizable, yet affordable. Healthcare Professional, US

16Performance Tracking:Creating Brand AdvocatesSenior Business LeadersHealthcare ProfessionalsLightingProfessionalsIs a company I would speak highly of without being askedIs a leader in innovation

Understands peoples needs

Size indicates degree of positive association

Wave 1: March 2010Wave 3: July2010Wave 6: December 201017Core Respondents Throughout Year

Senior Business LeadersHealthcare ProfessionalsLighting Professionals18Maintaining Respondent Engagement

Continuous FeedbackAppropriate Incentives

Targeted Discussions

Thank you for inviting me to participate. Senior Influencer19Taking Action

20Internal OBB Stakeholder Eco-System

Brand Campaign TeamBrand Strategy TeamChief Marketing OfficerPublic Affairs TeamExternal Communications TeamThe Philips Center for Health and Well-beingGlobal MI/ Partner Agency21

Plus Its Raising the Status of Market Research Within Philips

22Looking Ahead to Future Research with Online Bulletin Boards

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