dutch research communities smartees 2012
TRANSCRIPT
Rotterdam (NL) - June 12, 2012
#MROC @InSites
Research Communities
Agenda
The Conversation Company by Steven Van Belleghem, Managing Partner &
Author of The Conversation Manager/Company
The Consumer Consulting Board by Tom De Ruyck, Head of Research Communities
Client cases:
• Co-creating the new Marktplaats
by Anouk Willems, Senior Research Innovator
• Improving the flight experience by
understanding & listening to frequent flyers
(KLM)
by Thomas Troch, Senior Research Innovator
Co-creation and Structural Collaboration
with Consumers: a fish bowl discussion by Ramon Pardo, Managing Director The
Netherlands
Consumers are
probably the
most effective / worst
consultants my
company can hire.
A consumer consulting
board would definitely
or never work for my
company
Sharing true consumer
stories & experiences
will benefit / hurt my
company
What did you notice in 2011 – 2012
Power to the people
in a positive and a negative way.
‘If they can bring the
Egyptian government
down in six weeks, they
can bring us down in
nanoseconds.’
Paul Polman, CEO Unilever
Fear versus Guts
Consumers positive or negative?
>80% is positive
Companies experience the impact.
Until now, we only
used the first
dimension of their
power.
First dimension: use
people to build reach.
We have seen amazing ways to create additional reach
through people engagement.
Second dimension:
Co-creation
Again,we have seen great cases of
co-creation with consumers.
By the way, who will win?
Consumers
help with cultural
differences!
Even co-creation that impacts
the brand identity of global brands.
Co-Creation is NOT enough
Co-creation is often
too opportunistic.
Let‟s take
it one step
further
From Co-Creation
to Collaboration
Customers are more loyal to a brand than
managers? Agree or disagree?
Customers Managers
Customers are
more loyal to
your company
than you are.
Knowing this, outsource management
responsibilities to customers.
Outsource
purchasing
to fans.
Danone outsourced
a pitch to brand fans.
Who is familiar with Marmite?
Do you like it?
Marmite outsourced marketing
Let‟s take
it one step
further
Current focus of
most companies
All four
quadrants have
value
Structural
Collaboration
Threadless
outsourced
the company.
Ducati involves
fans in…
everything
But Steven, what about Henri Ford?
“If I had asked
people what they
wanted, they
would have said
faster horses."
Well, Henri wasn’t completely right
Involved customers
Bring in expertise
They are
employees that
are not on the
payroll
Hiring a fan to
become part of the brand,
can be the future.
Consumers
are probably the
most effective
consultants your
company can hire.
…the customer
is hardly
represented?
Bring the
customer in the
boardroom
Bring the
boardroom to
the customer
Your 2012
mission
Structural
collaboration Co-Creation Collaboration
Content marketing
Offer Service
Brainstorming Consumer consulting
Start today!
Start every
meeting with
a story about
a customer.
Create a listening culture
by sharing customer stories.
Create a customer
consulting board.
Good luck
in your
journey!
Agenda
The Conversation Company by Steven Van Belleghem, Managing Partner &
Author of The Conversation Manager/Company
The Consumer Consulting Board by Tom De Ruyck, Head of Research Communities
Client cases:
• Co-creating the new Marktplaats
by Anouk Willems, Senior Research Innovator
• Improving the flight experience by
understanding & listening to frequent flyers
(KLM)
by Thomas Troch, Senior Research Innovator
Co-creation and Structural Collaboration
with Consumers: a fish bowl discussion by Ramon Pardo, Managing Director The
Netherlands
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
Insighting
Developing
Optimizing
Implementing
Business
Objectives
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
CHOOSING YOUR
Pilot Project
@tomderuyck
@tomderuyck
@tomderuyck
Conversations from external stakeholders
Co
nve
rsa
tio
ns fro
m in
tern
al sta
ke
ho
lders
Proud
company
Conversation
company
Boring
company
Adored
company
Communication is key!
@tomderuyck
Internal
@tomderuyck
Internal
@tomderuyck
Internal
@tomderuyck
Internal
@tomderuyck
@tomderuyck
External
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
@tomderuyck
It’s an EVOLUTION,
not a REVOLUTION!
@tomderuyck
Sharing
IS caring
@tomderuyck
@tomderuyck
@tomderuyck
linkedin.com/in/tomderuyck @tomderuyck [email protected]
www.insites-consulting.com
New York – London – Ghent – Rotterdam – Timisoara
Agenda
The Conversation Company by Steven Van Belleghem, Managing Partner &
Author of The Conversation Manager/Company
The Consumer Consulting Board by Tom De Ruyck, Head of Research Communities
Client cases:
• Co-creating the new Marktplaats
by Anouk Willems, Senior Research Innovator
• Improving the flight experience by
understanding & listening to frequent flyers
(KLM)
by Thomas Troch, Senior Research Innovator
Co-creation and Structural Collaboration
with Consumers: a fish bowl discussion by Ramon Pardo, Managing Director The
Netherlands
Anouk Willems
Senior Research Innovator, InSites Consulting
Co-creating the
renewed
Marktplaats
Toon Provoost
Marketing Intelligence Manager, eBay Marktplaats
Marktplaats & users are working on a new website
Marktplaats is growing
300.000 ads per day
6.500.000 visits per month
+ 10%
Marktplaats wants to innovate to better facilitate its users
But, Marktplaats should kept ‘Marktplaats’
Let‟s talk to the users 1.
Align teams cross departments
2. Research
Marketing
Communication & PR
IT
User Experience
Consumer Services
Need for a short feedback loop
3.
5902
Solution: 3 month MROC with 150 Marktplaats users
Collect user questions @ Marktplaats
Marktplaats experience
Beta website experience
Communication
3 community themes
Exclusive access as beta-users
1/ IMPACT
Special tasks and challenges
1/ IMPACT
Special tasks and challenges
1/ IMPACT
PAY for attention PLAY for attention
Unlocking next levels & fun facts
2/ FUN
Marktplaats quiz
Newest Commercials
Facts & figures
Unlocking the secret room
2/ FUN
Dialogue with Marktplaats
3/ CONNECT
Brand-related incentives
3/ CONNECT
Meet & Greet
3/ CONNECT
The community in numbers
150 participants
64 threads started by the moderator
104 threads started by members
5902 posts
363.792 words (386 A4 pages)
Engagement is contagious!
Let‟s bring the consumer to life!
Supersoes
Online private blog for a short feedback loop
Direct conversations with the community members
Meetup @ Marktplaats
Thanks to this community we have
a very clear and actionable vision
on the needs of our users. By
presenting the community results
together with our community
members at our office in
Amsterdam we’ve created a lot of
brand ambassadors!
What are the results…?
“ Toon Provoost,
Marketing Intelligence Manager
Co-creating the
renewed
Marktplaats
Thanks for listening!
Questions?
Agenda
The Conversation Company by Steven Van Belleghem, Managing Partner &
Author of The Conversation Manager/Company
The Consumer Consulting Board by Tom De Ruyck, Head of Research Communities
Client cases:
• Co-creating the new Marktplaats
by Anouk Willems, Senior Research Innovator
• Improving the flight experience by
understanding & listening to frequent flyers
(KLM)
by Thomas Troch, Senior Research Innovator
Co-creation and Structural Collaboration
with Consumers: a fish bowl discussion by Ramon Pardo, Managing Director The
Netherlands
Communities Smartees NL
InSites Consulting | Rotterdam, 12.06.2012
Senior Research Innovator @ InSites Consulting
Thomas Troch
Research Consultant @ Air France KLM
Charles Hageman
Improving the
flight experience Understanding & listening to frequent flyers
Senior Research Innovator 2011-current
InSites Consulting
Research Consultant 2010-2011
InSites Consulting
Master in Product Development 2005-2010
Artesis University College of Antwerp
Nice to meet you
@thomastroch
Imagine…
For complex situations
involving multiple
stakeholders, key
customers can help you
to make the difference.
Phase 1
Insightment
Observation leads to insight discovery
Insightment
Ideation & Concept Development
Discussions placing insights in perspective
Idea generation by frequent travellers
Phase 2
Insightment
Ideation & Concept Development
Validation
Phase 3
Quantitative and emotional validation of 4 selected
concepts
Phase 1
Insightment
Observation leads to insight discovery
Connecting the dots
Ideation by Air France and KLM
Insightment
Ideation & Concept Development
Discussions placing insights in perspective
Idea generation by frequent travellers
Phase 2
Understanding customer expectations
WOW
UGH
actual
experience
expected
experience
Insightment
Ideation & Concept Development
Validation
Phase 3
Quantitative and emotional validation of 4 selected
concepts
Concept casino
Concept re-writing
To conclude
Involving consumers connects multiple stakeholders
and demystifies the front end of innovation.
Key customers are an important „partner in crime‟
in reaching competitive advantage.
It’s not about delivering slides,
it‘s about making research actionable.
To conclude
Involving consumers connects multiple stakeholders
and demystifies the front end of innovation.
It’s not about delivering slides,
it‘s about making research actionable.
Key customers are an important „partner in crime‟
in reaching competitive advantage.
Emotional validation 185
In addition to a quantitative validation in the third phase, we also included new measurements that allow us to
grasp the more irrational and emotional reactions of passengers towards the ideas. Recent evidence in
neuropsychology learns us that our brain has two parts: one reflective and rational route which is involved
when we are really ‘thinking’. An automatic route which makes very quick effortless decisions based on past
behaviour and the emotional evaluation of past actions. The emotion measures are developed in cooperation
with Dr. Mike Friedman, Doctor in the social psychology and teaching professor and the university of Mons,
Belgium. The emotional measurements are:
Direct measurement under cognitive load: Straightforward questioning, while
remembering a set of symbols shown prior to the questions. The cognitive load will put
more pressure on the rational part of our brain and will allow participants to answer with
their emotional brain.
Implicit measurement (using a Push No push Association Test (PNAT)): Participants
have to decide under time pressure if they feel a certain emotion with a concept or not.
The emotional, automational part of our brain is quicker than the rational part of the brain
and therefore this measurement will lead to a more emotional response.
Visual measurement: A task to create a ‘collage’ using standardized visuals that relate to
a specific emotion. Visuals and emotions are processed in the same part of the brain.
They have therefore a natural fit. The automational brain is also more action oriented.
Because we ask people to make a collage and we do not ask them to reflect on
something, we have more chance to address the emotional, automational brain.
Agenda
The Conversation Company by Steven Van Belleghem, Managing Partner &
Author of The Conversation Manager/Company
The Consumer Consulting Board by Tom De Ruyck, Head of Research Communities
Client cases:
• Co-creating the new Marktplaats
by Anouk Willems, Senior Research Innovator
• Improving the flight experience by
understanding & listening to frequent flyers
(KLM)
by Thomas Troch, Senior Research Innovator
Co-creation and Structural Collaboration
with Consumers: a fish bowl discussion by Ramon Pardo, Managing Director The
Netherlands
The
Community
Smartees
Challenge!
Take a seat!
3 discussion rounds, each round
with new participants
4 seats available per round;
3 seats for ‘round-participants’,
1 ‘hot-seat’.
Each round 5 minutes
Let‟s meet the
jury
Barbara Nieuwenhuijs, Anita
Peerdeman & Monique van Holland
Keep the discussion on-topic
Be a “devils advocate”
Statement 1
Consumers are
probably the
most effective / worst
consultants my
company can hire.
Statement 2
A consumer consulting
board would definitely
or never work for my
company
Statement 3
Sharing true consumer
stories & experiences
will benefit / hurt my
company
The
Communities
Smartees
Challenge!
What does the Jury say?
Stay tuned!
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