collaborating with consumers in asia
TRANSCRIPT
in Asia
Collaborating with consumers
How to run Research Communities in Asian markets
Anouk Willems
Hi! I’m Anouk
Research Innovation Manager | Marketing | Co-creation | Mobile | Gamification | Co-researchers | Research Communities
INSIGHT VALLEY ASIA-PACIFIC 2013@AnoukW1
5/10 emerging economies lie in Asia
INSIGHT VALLEY ASIA-PACIFIC 2013@AnoukW1
INSIGHT VALLEY ASIA-PACIFIC 2013@AnoukW1
45% of internet users from Asia
INSIGHT VALLEY ASIA-PACIFIC 2013@AnoukW1
6/10 social network users are connected to brands
INSIGHT VALLEY ASIA-PACIFIC 2013@AnoukW1
9/10 consumers want to collaborate with them
Community of 50-150 engaged consumers collaborating with brands on a closed platform
RESEARCH COMMUNITIESCollaborating with
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INSIGHT VALLEY ASIA-PACIFIC 2013@AnoukW1
COMMUNITIESRESEARCH
4 INGREDIENTS
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INSIGHT VALLEY ASIA-PACIFIC 2013
Evaluation of the IKEA catalogue 2013
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From offline focus groups to online communities #5 reasons
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#1 Snapshot of Reality
INSIGHT VALLEY ASIA-PACIFIC 2013
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#2 Standard evaluation tools
#1 Snapshot of Reality
INSIGHT VALLEY ASIA-PACIFIC 2013
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#3 Limited range of participants
Customers
Potential customers
Lapsed customers
#2 Standard evaluation tools
#1 Snapshot of Reality
N=50-150
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#4 Quality inconsistency
USA GE PL
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IT
#3 Limited range of participants
#2 Standard evaluation tools
#1 Snapshot of Reality
CH
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#5 Internal stakeholders not involved
#4 Quality inconsistency
#3 Limited range of participants
#2 Standard evaluation tools
#1 Snapshot of Reality
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INSIGHT VALLEY ASIA-PACIFIC 2013
Understanding the urban parent
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INSIGHT VALLEY ASIA-PACIFIC 2013@AnoukW1
Evaluating Package Innovations
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Adapt your approach when managing communities in Asia
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Motivations
Topics & challenges
Moderator role
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Identifying Sleeping problems
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wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS REVIEW
SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
Sleep Well Community
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TechniqueConsumers as culture experts
+14 % Shaped Conclusions
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360° view of the Catalogue
Relevant product innovations
Brand positioning in a new market
Fine-tuned packaging concepts
The impact
4 takeaways when managing communities in Asia
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Holistic view – More # & diversity
Mobile – Contextual & personal information
Local by default
Use co-researchers for sensitive topics