Welcome to the age of relevance, presented by Thijs Van de Broek at the Katholieke Hogeschool Zuid-West-Vlaanderen on Thursday November 28, 2013.

1. Thijs Van de Broek
Research Consultant

2. I’m Thijs
26 years, living near Ghent, living
together with Anneleen.
Qualitative Research Consultant at
InSites Consulting. Master in Product
Design.
Working for InSites forwar&d lab on
the Consumer Insight Activation
project. Passionate about taking
research forward (in a nice looking
way)

3. Does the
future of
business
depend
on luck?
@thijsvandebroek

4. The old
world is
gone …
@thijsvandebroek

5. How fast
is fast?
@thijsvandebroek

6. How much is too much?
@thijsvandebroek

7. Expect the
unexpected
@thijsvandebroek

8. @thijsvandebroek

9. @thijsvandebroek

10. You are NOT your
consumer
@thijsvandebroek

11. It’s about
hardcore
listening
@thijsvandebroek

12. @thijsvandebroek

13. 1.
What is an insight?
3. Activating insights
@thijsvandebroek
2. Getting to insights

14. The brand behind...
Children love what they
instinctively discover for
themselves
@thijsvandebroek

15. Children love what they instinctively discover for
themselves
@thijsvandebroek

16. The brand behind...
@thijsvandebroek

17. The brand behind...
Be different
@thijsvandebroek

18. Be different
@thijsvandebroek

19. The brand behind...
@thijsvandebroek

20. The brand behind...
I want to escape the limitations of my
daily routine life and enjoy the activity
of fantasizing about alternative
identities, lives, or positions
@thijsvandebroek

21. I want to escape the limitations of my daily routine life and enjoy
the activity of fantasizing about alternative identities, lives, or
positions
@thijsvandebroek

22. The brand behind...
@thijsvandebroek

23. Insight ≠ (big) data
@thijsvandebroek

24. Insights ≠ ideas
2005
@thijsvandebroek
2013

25. In-sight |’in.sit|
@thijsvandebroek

26. It’s me!
@thijsvandebroek

27. Why
insights
are like
refrigerators
@thijsvandebroek

28. I want to
change
@thijsvandebroek

29. Without
activation,
an insight
is useless
@thijsvandebroek

30. It’s just a
starting point
@thijsvandebroek

31. It is the DNA of
your product
@thijsvandebroek

32. It will rule
your mind
@thijsvandebroek

33. It can enter
every touchpoint
@thijsvandebroek

34. 2.
Getting to insights
1. What is an insight?
3. Activating insights
@thijsvandebroek

35. You don’t
know what
you don’t
know
@thijsvandebroek

36. Consumers
are bad
witnesses
of their own
behaviour
@thijsvandebroek

37. Everybody / Everywhere / Anytime
@thijsvandebroek

38. How to mine insights?
IN
THE
BOX
PORTRAIT
LANDSCAPE
OUT
OF
THE
BOX
@thijsvandebroek

39. How to mine insights?
IN
THE
BOX
PORTRAIT
LANDSCAPE
OUT
OF
THE
BOX
@thijsvandebroek

40. Don’t jump to conclusions
@thijsvandebroek

41. @thijsvandebroek

42. How to mine insights?
IN
THE
BOX
PORTRAIT
LANDSCAPE
OUT
OF
THE
BOX
@thijsvandebroek

43. Context is key
@thijsvandebroek

44. Use different perspectives
@thijsvandebroek

45. The power of the crowd
@thijsvandebroek

46. How to mine insights?
IN
THE
BOX
PORTRAIT
LANDSCAPE
OUT
OF
THE
BOX
@thijsvandebroek

47. The advantage
of inconsistency
@thijsvandebroek

48. Insight is about people
@thijsvandebroek

49. It’s what
you do with
people
@thijsvandebroek

50. @thijsvandebroek

51. How to mine insights?
IN
THE
BOX
PORTRAIT
LANDSCAPE
OUT
OF
THE
BOX
@thijsvandebroek

52. Reframe
@thijsvandebroek

53. @thijsvandebroek

54. It’s a
way of life
@thijsvandebroek

55. @thijsvandebroek

56. 3.
Activating insights
1. What is an insight?
2. Getting to insights
@thijsvandebroek

57. Show me the money
@thijsvandebroek

58. @thijsvandebroek

59. Is it you?
@thijsvandebroek

60. Spread
the word
@thijsvandebroek

61. Everybody
is curious
@thijsvandebroek

62. Inspire!
@thijsvandebroek

63. Capture (false)
assumptions
@thijsvandebroek

64. @thijsvandebroek

65. Where are you today?
1
2
3
4
Traditional
market
research
function
Business
contribution
team
Strategic
insight
organization
Strategic
foresight
organization
Market research as
an order-taking function
Sources: BCG Consumer Insight Benchmarking (May 2009)
@thijsvandebroek
Consumer insight as a
source of competitive advantage

66. @thijsvandebroek

67. 1.
Get out
of your
comfort
zone
@thijsvandebroek

68. 2.
Develop
daily
rituals
@thijsvandebroek

69. 3.
Think big,
act radical
@thijsvandebroek

70. The best way to
predict the future
is to create it
@thijsvandebroek

72. Merging research
with creativity
Online Research communities as a tool
for consumer-centric product development
Thijs Van de Broek
Research Consultant

73. We believe consumers will
take the lead in shaping any
company or brand in the future.
Marketers need to learn how to
let go and take down their
marketing walls as companies
actively listening and involving
consumers outperform the
competition.
@thijsvandebroek

74. online research
communities
case: the Heineken
concept club
Content

75. It’s time to re-invent
marketing (research).
Because power has shifted
to the consumer.
@thijsvandebroek

76. Power has shifted to the consumer.
Get used to it and learn
how to lead instead of how to control.
@thijsvandebroek

77. 8/10 consumers want
to help in co-creation
projects of companies
they like.
The only thing they ask in
return: give us feedback on
what you do with our
input.
@thijsvandebroek

78. How to connect
with consumers?
@thijsvandebroek

79. One way to get connected
is to get marketers
in the living room of the consumer.
@thijsvandebroek

80. An alternative way is to get consumers
in the boardroom of your organization.
@thijsvandebroek

81. Communities are at the core
of new generation research.
Always-on research
with consumers acting as
part-time marketers.
@thijsvandebroek

82. RESEARCH
carefully screened group of consumers
gathered around a common interest
@thijsvandebroek

83. joining a closed online platform
longitudinal connection
managed by passionate moderators
RESEARCH
carefully screened group of consumers
gathered around a common interest
@thijsvandebroek

84. joining a closed online platform
longitudinal connection
managed by passionate moderators
beliefs needs
perceptions
RESEARCH
motivations
underlying emotions
aspirations
carefully screened group of consumers
gathered around a common interest
@thijsvandebroek

85. Optimized situation
Insights &
Inspiration
(brand, product/service, activation)
In-market assessment of
the consumer’s interaction
with your brand, product
4/Optimizing
and/or activations.
1/Insighting
Explore your target group,
their product & its usage and
the consumer ‘s decision
process.
Business
Objectives
3/Implementing
Finetuned
proposition
Finetune your product proposition,
your brand positioning and/or your
communication/activation campaign.
2/Developing
Ideas  concepts 
value proposition
Turn insights into a new
proposition for your
product/service, brand or
communication.
@thijsvandebroek

86. @thijsvandebroek

87. @thijsvandebroek

88. @thijsvandebroek

89. RESEARCH
WHO?
@thijsvandebroek

90. Who? Community
members are
connected by
brand and/or topic involvement
i•den•ti•fi•ca•tion
[ahy-den-tuh-fi-key-shuhn,]
noun
The convergence of
brand's values with that of the
person, and the degree to which the
brand is regarded as having personal
relevance. Typically represented by
concentric circles moving closer.
You
Brand
@thijsvandebroek

91. Who? Dunbar’s
number:
150 members is the maximum number
enabling social interactions on a community.
@thijsvandebroek

92. 8.00
7.00
6.00
5.00
4.00
3.00
R² = 0.6357
On topic posts
On_Topic_Arguments
Optimal length of
community threads
New On Topic Arguments
Poly. (On_Topic_Arguments)
Log. (New On Topic Arguments)
30 posts
2.00
1.00
R² = 0.4659
New content
0.00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59
@thijsvandebroek

93. Who? Creating
in-depth relationships with fewer
rather than superficial relationships with many.
@thijsvandebroek

94. WHAT?
RESEARCH
@thijsvandebroek

95. What? It’s
all about the experience!
@thijsvandebroek

96. Philips Sleep Well Community
@thijsvandebroek

97. What? Let
them play.
Gamify your research
and be amazed
by the boost in reactions
@thijsvandebroek

98. What? We
like to be challenged.
Didn’t you ever try
to beat the system?
@thijsvandebroek

99. @thijsvandebroek

100. @thijsvandebroek

101. HOW?
RESEARCH
@thijsvandebroek

102. Creating the right experience is hard work.
It’s about creating the right mix in
the story
the equilibrium
the results
and the methods.
How?
@thijsvandebroek

103. Commitment from the company.
Buy-in, engagement and input.
How?
@thijsvandebroek

104. Go beyond the 30 min debrief.
Don’t present.
Engage, inspire and let them act.
How?
@thijsvandebroek

105. Create engaging experiences
that inspire
and are worth sharing
@thijsvandebroek

106. I know ..
I don’t know ..
.. I know
what I know
my tacit
knowledge
.. I don’t know
gaps in my
knowledge
my ignorance
IDEO, 2005
@thijsvandebroek

107. online research
communities
case: the Heineken
concept club
Content

108. online research
communities
case: the Heineken
concept club
Content

110. The Heineken STR bottle
The historical legacy behind Heineken’s
design credence is what led the brand
to pursue its progressive roots
and encourage emerging designers.

111. Challenges
Involve consumers in a vision of the future?
Engage trendy clubbers from all over the world?
Report findings to designers for maximum impact?
Facilitate co-creation among the design team?
Select ideas and create consistency?

112. How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers

113. Crowdsourcing emerging designers
via social media

114. Making the final selection on Pecha Kucha nights
in Milan, New York, Sao Paulo & Tokyo

115. Designers get their inspiration from
life in the city, the club scene,
each other, their expert coaches,
the Heineken brand and of course…
clubbers!

116. How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
Connect with clubbers and understand their journey

117. Understanding the journey of clubbers
clubbing
design-savvy
PARTICIPANTS
Heineken
COUNTRIES

119. The Heineken concept club community
Clubbing experience
Role of clubbing
Review of the
nightlife experience
Ideal experience

120. Process
Selection of designers
MROC with
120 clubbers
MROC with
designers, coaches,
the Heineken team
and clubbers
Selection and development of ideas
Launch

121. How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
Connect with clubbers and understand their journey
Approach the nightlife experience as service design

123. Core potential of an insight
You understand me
AHA!
X
IT’S ME
I never thought of it like this before
Branding potential of an insight
Innovation potential of an insight

124. Connecting
Discovering
Getting a drink
Dancing
Cooling down
Ending the night

125. The layout takes a cue from
the nightlife journey of clubbers

126. Join forces with a multidisciplinary group of designers
Connect with clubbers and understand their journey
Approach the nightlife experience as service design
The result?

127. Queuing in front of the club is
always so boring! It should be
possible to already have a first
glimpse of the vibes, it will make it
worth waiting and build up my
excitement.

128. The origami element at the entrance links the outside to
the inside of the club and hints at the interior design.

129. Great staff member are critical in
shaping my night, they are the
face of the club. They should fit
the identity of the place and
radiate positive energy, most of
the time this isn’t the case.

130. The staff is dressed in vibrant futuristic outfits,
in line with the ‘Changing perspectives’ theme of the club.

131. The first moment of meeting up is
only about my friends. It would be
cool if we could create and tweak
our very own atmosphere.

132. The biggest video bottle wall in the world reacts on sound
and features live images of the clubbers.

133. 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.

134. The bar is interactive and allows you to order a beer,
it even keeps track of who is next in line.

136. I’m at the bar for different
reasons; sometimes just to quickly
get a drink, but I may also be
catching up with my friends or
having a chat with an interesting
stranger.

137. The interactive bar surface entertains and connects
people in playful ways.

140. I like having a unique drink that
has a story to tell. This experience
emphasizes the identity and
authenticity of the club and
provides me with an exclusive
story worth sharing.

141. The limited edition bottle alters it’s appearance
under different types of light and is accompanied
by origami serving trays and openers.

142. For me dancing is a great way to
release my energy and to loose
my inhibitions; it would be great if
there was enough space to really
go wild!

143. Leave your drink on the numbered shelf
and go crazy on the dance floor.

144. We are all a bit 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.

145. Video mapping and a 3D origami star let the dance floor
become a playground, measuring the energy of the dancers
and allowing the DJ to adjust accordingly.

146. In-between dancing I like to give
my senses a break. I want to
revitalize before going back onto
the dance floor.

147. The angular seating in the lounge area
calms the senses.

148. Clubbers are invited to express their thoughts
on an origami-shaped wall.

149. When we head home, we cherish
the great moments we had. It
would be amazing if there was
some kind of way to remember
the night and share it.

150. Instant pictures provide you with
a tangible memory to take home.

151. It’s awful when we get kicked out
when the club closes! The least
they could do is check up on us to
make sure we had a great night,
are in need for a last drink or a
cab.

152. When it’s time to move on, a friendly concierge
will guide clubbers onwards, giving directions
and arranging cabs home.

153. Challenges
Involve consumers in a vision of the future?
Engage trendy clubbers from all over the world?
Report findings to designers for maximum impact?
Facilitate co-creation among the design team?
Select ideas and create consistency?

155. H ® BUILDS CREDIBILTY IN DESIGN WORLD
13.000
3 MILLION
250.000 VIEWS
+ 70.000 VIEWS + 600.000 print
533
+ VISITORS
+ VIEWS ON VICE TV ; 21.000 + VIEWS OF ODE MOVIES
- COOLHUNTING +
- WALLPAPER
COVERAGE PIECES ON THE CLUB + 14 IN DEPTH INTERVIEWS

159. Design proves to be
one of the most
powerful tools to create
a memorable journey,
the connection with
clubbers results in a
relevant and impactful
experience.
The Heineken concept club
Thijs.Vandebroek @insites-consulting.com
@thijsvandebroek