Millennials & Collaborative Innovation Smartees Seminar

Millennials and Collaborative
Innovation SmarteesSeminar
This is the full slidedeck of our SmarteesSeminar Millennials & Collaborative Innovation, hosted in New York on 24 October, 2014. Presentation by Joeri Van den Bergh (Gen Y expert & co-founder) and Thomas Troch (Senior Research Manager).

Hi there, I’m Giulia.
Italian/Austrian Glomad–GenYer.
Research Manager & GenYJunkie.
Play <3: googling random facts while travelling.
Work <3: marketing strategies that activate & engage consumers.
Especially other great GenYMinds like myself.
@GIULIA_GASPERI

8thmost innovative marketing research agency of the world
(GRIT 2014)
Our vision of contemporary marketing is evangelized through our best-selling books.
6 offices / most time zones
Global Community Moderator Network
75 certifiedmoderators in +50 countries
Consumer panel in +50 countries
@GIULIA_GASPERI

@GIULIA_GASPERI
From kids to bosses

@GIULIA_GASPERI
Millennials x Innovation: how big is the pie?
89%
75%
*Based on a study in Spring 2013 with 3485 Millennials from 13 countries:
Belgium, The Netherlands, Germany, USA, Italy, Poland, Russia, Sweden, Turkey, the UK, Brazil, China, India
…wants to help companies improve their market offering.
…wants to take part in a Consumer Consulting Board.

ONE CONFESSION: JOERI’S THAASOPHOBIA
ONE ADDICTION: LOW FAT P*RN –EXCUSE MY FRENCH
ONE PREDICTION: SMALL LUCKREPLACING BIG DATA

→ ½feels it is IMPORTANT to be better than peers in a hobby
→ 84%love being an expert in things
→ 78%someone they know would consider them an “expert” in at least one thing

@Joeri_InSites
joerivandenbergh
www.howcoolbrandsstayhot.com
Co-founderInSitesConsulting & Gen Y expert
Joeri Van den Bergh
Thanks&
keep yourC O O L!

COLLABORATION
THROUGH millennial
INNOVATION
@THOMASTROCH

INNOVATION THROUGHmillennial COLLABORATION
@THOMASTROCH

INNOVATION
THROUGHmillennialCOLLABORATION

R2=.57
R2=.74
R2=.62
InSites Consulting Brand Model testedbypathanalysis
@THOMASTROCH

RECRUITMENT
@THOMASTROCH

INCENTIVES
@THOMASTROCH

TECHNOLOGY
@THOMASTROCH

INTERACTION
@THOMASTROCH

ENGAGEMENT
@THOMASTROCH

89%
35%
25%
75%
THE
NUMBERS*
*Based on a study in Spring 2013 with 3485 Millennials from 13 countries:
Belgium, The Netherlands, Germany, USA, Italy, Poland, Russia, Sweden, Turkey, the UK, Brazil, China, India
…wants to help companies improve their offerings for the market.
…had an experiencein collaborating with companies in that way.
… puts "involving customers to improve products and services" in the top three ways a company or brand can give them a "wow" feeling.
…wants to be a participant in a Consumer Consulting Board.
@THOMASTROCH

COFFEE break
@THOMASTROCH

MOBILIZING urban parents AROUND THE WORLD

Urbanization
is a trend we can’tbeat
MOBILIZINGurban parents AROUND THE WORLD
@THOMASTROCH

On a questfor
universalinsights
@THOMASTROCH

Immerseintothe world
of the Urban Parent
InspireentireQuinnyteam
Understand dailychallenges
Context: mobility
@THOMASTROCH

@THOMASTROCH

Challenge #1
Languages
@THOMASTROCH

Challenge #2
Context
Engagement
Different feedback
Higherrelevance
65%
2x more visuals
47 vs. 87 words
@THOMASTROCH

Challenge #3
Engagement
Thanks, Quinny... Now I can show off the buggy to my other moms out there and make them jealous because this buggy is not available in Malaysia and I OWN it...Yeay!
By Asyikin, Kuala Lumpur
1. Interest:
Unlock new parenting fun facts
2. Impact: Behind the scenes of Quinny
3. Reward: Voucher & book travel tips for parents
4. Reward: Become the “Quinny Caster”
@THOMASTROCH

In-sight |’in.sit|
Fromdata touniversalinsights
@THOMASTROCH

By becoming a parent, my priorities have really changed. It’s not just about ‘see and be seen’ anymore. It takes quite some creativity to cater to the needs of my baby in the city. You can’t do it on your own.
Urban parentsinsight
HEINEKENopen design EXPLORATIONS
@THOMASTROCH

@THOMASTROCH
Routine trips are to the store, up into town to meet friends, to baby groups and group activities.If we’re staying local, we use the stroller because IzLOVES to face out and stare at peopleas we pass, nosy little biddy.*lol*.
We have regular play groups in our area, they’re very important for her socialization and for my sanity!Some of them have music and singing, all of them have friends for her to play with, and we love them.

Impact:
Repositioning
the brand
@THOMASTROCH

ME
SKILLS
LOOKS
WE
From looks to
skills, from
me to we
@THOMASTROCH

New social
currency
@THOMASTROCH

New product
innovations
Prioritizeproduct ideas
Guide internaldiscussions
@THOMASTROCH

I love discovering new neighborhoods in my city. Now that I am a parent I am rediscovering the city in a new way, but I feel limited in my mobility. I wish their was a quicker way to conquer the city together with my baby.
Urban parentsinsight
@THOMASTROCH

HEINEKEN
open design EXPLORATIONS

@THOMASTROCH
2012
2013
2014

@THOMASTROCH

The historical legacy behind Heineken’s
design credence is what led the brand
to pursue its progressive roots
and encourage emerging designers
@THOMASTROCH

Crowdsourcing emerging designers
via social media
@THOMASTROCH

Private Online Community
@THOMASTROCH

Connecting
Discovering
Getting a drink
Dancing
Cooling down
Ending the night
@THOMASTROCH

It is so frustrating not to be noticed by the bartender! I’m clearly trying to get his attention, however others are being served before me.
@THOMASTROCH

@THOMASTROCH
The Magazzini

I want a drink that triggers all my senses. I like having a unique drink that has a story to tell. It’s not about quantity but about quality.
Club insight
@THOMASTROCH

We are all a little looser while dancing,
this is a great opportunity to connect with new people and the DJ; too often I’m only surrounded by the same people.
Club insight
@THOMASTROCH

@THOMASTROCH
Designed for the Night

Up to 40% growth in sales in best practice markets
@THOMASTROCH

After the extensive piece of research on the nightlife journey,
how to unravel the DNA of a lounge bar?
Build further on known insights and
understandthe essence of a lounge experience.
@THOMASTROCH

Method #1
Instagram
Netnography
@THOMASTROCH

Method #2
Intake Survey
@THOMASTROCH

EXPERT
ROOM
YOUR LOUNGE
JOURNEY
THE
CHALLENGE
LET’S GET SOCIAL
Method #3
Consumer
Consulting
Board
@THOMASTROCH

Outcome #1
Consumer Story
Dashboard
@THOMASTROCH

@THOMASTROCH
Insight Activation

Outcome #2
Observation
Card
@THOMASTROCH

Outcome #3
Co-createthe
design brief
@THOMASTROCH

The essence
of lounging?
@THOMASTROCH

Bonding
with a small group of people
you already know well,
1.
@THOMASTROCH

2.
with whom
you want to discover
a mysterious and unexpected VIP experience
@THOMASTROCH

and where you expect
all the interaction with the environment
to come your way.
3.
@THOMASTROCH

The Result?
@THOMASTROCH

I want to have a private conversation with my friends, but we keep getting interrupted by people bumping into our chairs. It would be nice if we would have a place for ourselves without being completely disconnected from the people around us.
Lounge insight
@THOMASTROCH

I want to order a drink without leaving my table but I can’t get the waiter’s attention. It would be nice to have an easy way to let him/her know I want to order a drink.
Lounge insight
@THOMASTROCH

I want a drink that triggers all my senses. I like having a unique drink that has a story to tell. It’s not about quantity but about quality.
Lounge insight
@THOMASTROCH

LET’S GO TO
@THOMASTROCH
THE Q&A

STAY hot
thomas@insites-consulting.com
@thomastroch
http://be.linkedin.com/in/thomastroch
+32 494 867 081
Thomas Troch
Senior Research Manager

Millennials & Collaborative Innovation Smartees Seminar

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