On Wednesday 12 June 2012 (a week after the MOAwards) InSites Consulting organised an afternoon seminar on the latest developments in Research Communities. During this Smartees we present 2 of our community cases that were nominated (one of the 2 even awarded) for the MOA Innovation Award.
2. 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
3. Consumers are
probably the
most effective / worst
consultants my
company can hire.
73. 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
115. Communication is key!
Conversations from internal stakeholders Proud Conversation
company company
Boring Adored
company company
Conversations from external stakeholders
@tomderuyck
131. linkedin.com/in/tomderuyck
@tomderuyck
tom@insites-consulting.com
www.insites-consulting.com
New York – London – Ghent – Rotterdam – Timisoara
132. 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
152. 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)
158. What are the results…?
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!
“
Toon Provoost,
Marketing Intelligence Manager
161. 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
162. Improving the
flight experience
Understanding & listening to frequent flyers
Thomas Troch
Senior Research Innovator @ InSites Consulting
Charles Hageman
Research Consultant @ Air France KLM
Communities Smartees NL
InSites Consulting | Rotterdam, 12.06.2012
163. Senior Research Innovator 2011-current
InSites Consulting
Research Consultant 2010-2011
InSites Consulting
Master in Product Development 2005-2010
Artesis University College of Antwerp
thomas@insites-consulting.com
@thomastroch
Nice to meet you
183. 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.
184. 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.
185. 185 Emotional validation
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.
186. 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
188. 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
189. Let‟s meet the
jury
Barbara Nieuwenhuijs, Anita
Peerdeman & Monique van Holland
Keep the discussion on-topic
Be a “devils advocate”
190. Statement 1
Consumers are
probably the
most effective / worst
consultants my
company can hire.
194. Stay tuned!
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