Collaborating with consumers in Asian markets Eat 'n Learn Smartees
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This is the full slidedeck of our Eat ‘n Learn Smartees session on collaborating with consumers in Asian markets, co-presented with Direction First. The presentation elaborates on how to structurally collaborate with your consumers in order to generate richer consumer insights and feed your innovation funnel. All of this illustrated with a client case from Dorel.
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Collaborating with consumers in Asian markets Eat 'n Learn Smartees
- 1. Collaborating with consumers in Asian marketsEat ‘n Learn Smartees This is the full slidedeck of our Eat ‘n Learn Smartees session on collaborating with consumers in Asian markets, co-organized with Direction First. The presentation elaborates on how to structurally collaborate with your consumers in order to generate richer consumer insights and feed your innovation funnel. All of this illustrated with a client case from Dorel.
- 2. Welcome! We’ll start in a minute… in Asia COLLABORATING WITH CONSUMERS
- 3. Top 10 most innovative marketing research agency of the world (GRIT 2014) Global Community Moderator Network across+50 countries Proud to work for +30% of the world’s global brands We have been cheeredby the industrywith more than 25 international awards New York London Sydney Rotterdam Ghent Timisoara Our vision on contemporary marketing is evangelized through our best-selling books. @BERTVDCASTEELE
- 4. 4 From 1997 to 2014 @BERTVDCASTEELE
- 6. Content Running Research Communities in Asian Markets around the world Dorel case study: Mobilizing urban parents Q&A Anouk Willems Marie Rehal Marieke Koningen
- 7. Content Running Research Communities in Asian Markets around the world Dorel case study: Mobilizing urban parents Q&A
- 8. inAsia Collaboratingwithconsumers Anouk Willems Marie Rehal
- 9. Half of the Top 10 emerging markets lie in Asia @ANOUKW1 @MARIEREHAL
- 10. 5/10 emergingeconomies lie in Asia @ANOUKW1 @MARIEREHAL
- 11. Half of the world’s internet population lives in Asia @ANOUKW1 @MARIEREHAL
- 12. 45% of internet users fromAsia @ANOUKW1 @MARIEREHAL
- 13. The majority of the social media users is connected to brands @ANOUKW1 @MARIEREHAL
- 14. 6/10 socialnetworkusers are connectedtobrands @ANOUKW1 @MARIEREHAL
- 15. Asian consumers don’t like co-creation & collaborationwithbrandsthatmuch @ANOUKW1 @MARIEREHAL
- 16. 9/10 consumerswant tocollaboratewiththem @ANOUKW1 @MARIEREHAL
- 18. @ANOUKW1 @MARIEREHAL The Consumer Consulting Board Consumers shaping your business
- 19. COMMUNITIES RESEARCH 4 INGREDIENTS @ANOUKW1 @MARIEREHAL
- 22. Evaluationof the IKEA catalogue2013 @ANOUKW1 @MARIEREHAL
- 23. Fromoffline focus groupstoonline communities #5 reasons @ANOUKW1 @MARIEREHAL
- 24. #2 Standard evaluationtools #1 Snapshot of Reality @ANOUKW1 @MARIEREHAL
- 25. #3 Limited range of participants Customers Potentialcustomers Lapsedcustomers #2 Standard evaluationtools #1 Snapshot of Reality N=50-150 @ANOUKW1 @MARIEREHAL
- 26. #5 Internalstakeholders notinvolved #4 Qualityinconsistency #3 Limited range of participants #2 Standard evaluationtools #1 Snapshot of Reality @ANOUKW1 @MARIEREHAL
- 28. Understanding the urbanparent @ANOUKW1 @MARIEREHAL
- 29. Smaller (mobile) screens lead to less engaged participants @ANOUKW1 @MARIEREHAL
- 31. Take a SHOT* * Mobile friendly tasks to SHare One Thing @ANOUKW1 @MARIEREHAL
- 33. Evaluating Package Innovations @ANOUKW1 @MARIEREHAL
- 35. The role of the moderator is more important in Asian markets @ANOUKW1 @MARIEREHAL
- 36. Adaptyour approach when managing communities in Asia Motivations Topics & challenges Moderator role @ANOUKW1 @MARIEREHAL
- 38. Identifying Sleeping problems @ANOUKW1 @MARIEREHAL
- 39. wEEK CONNECTION SLEEPING HABITS HEALTH AND WELL-BEING IN CHINA SLEEPING PROBLEMS REVIEW SOLUTIONS PHILIPS BRAND AND SOLUTIONS Sleep Well Community @ANOUKW1 @MARIEREHAL
- 40. Technique Consumers as culture experts @ANOUKW1 @MARIEREHAL
- 41. 360°view of the Catalogue Relevant product innovations Brand positioning in a new market Fine-tunedpackagingconcepts @ANOUKW1 @MARIEREHAL
- 42. 4 takeawayswhen managing communities in Asia Holisticview –More # & diversity Mobile –Contextual& personal information Localbydefault Useco-researchersforsensitivetopics @ANOUKW1 @MARIEREHAL
- 43. Did you learn a lot of new things? @ANOUKW1 @MARIEREHAL
- 44. THANK YOU! Questions? linkedin.com/in/anoukwillems @anoukw1 anouk@insites-consulting.com Anouk Willems (InSites Consulting) Research Innovation Manager linkedin.com/in/marierehal @marierehal Marie.rehal@directionfirst.com Marie Rehal (Direction First) QualResearch Director @ANOUKW1 @MARIEREHAL
- 45. Content Running Research Communities in Asian Markets around the world Dorel case study: Mobilizing urban parents Q&A
- 46. Mobilizing Urban Parents Around the World Marieke Koningen | Market Intelligence Manager Dorel Europe
- 47. The story of the longboardstroller 1/Challenge 2/Approach 3/Insights 4/Impact @MARIEKEKONINGEN
- 48. Urbanization is a trend we can’tbeat @MARIEKEKONINGEN
- 49. On a questfor universalinsights @MARIEKEKONINGEN
- 50. Immerseintothe world of the Urban Parent InspireentireQuinnyteam Understand dailychallenges Context: mobility @MARIEKEKONINGEN
- 51. 120 urbanparents 7 cities 3 weeks 2900 posts Urban Parents Consulting Board @MARIEKEKONINGEN
- 52. Shaking the cocktail of 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” @MARIEKEKONINGEN
- 53. In-sight |’in.sit| Fromdata touniversalinsights @MARIEKEKONINGEN
- 54. My love for my city is so big that I’m ready to take up every challenge accompanied with this lifestyle #1 @MARIEKEKONINGEN
- 55. The City forLife Parent Even with the problems that happen in this huge city, we love to live here. It has so many great restaurants, lots of theatres, shopping malls, parks, the cultural life is very nice here. SP is also the financial capital of the country so lots of business happen here. Changing experience with people around the world will help me and my family to deal with bad stuff that SP has, making our life more enjoyable. Clarissa @MARIEKEKONINGEN
- 56. Besides experiencing the dynamics of city life, I want my children to go ‘back to basic’ and not forget about the authentic things in life such as nature #2 @MARIEKEKONINGEN
- 57. 2. Goingback tobasic My daughter loves being outside, so much so that if she wants to go play outside, she will get her shoes and have me put them on and the get my shoes and try to put them on for me. So whether she is just sitting in the grass exploring or getting to run around on a playground she just loves being outside. Starlitsky @MARIEKEKONINGEN
- 58. The city can be quite impersonaland I don’t want my children to grow up thinking there are no people who care about them” #3 @MARIEKEKONINGEN
- 59. 3. The Modern Family My parents encouraged me to leave the kids at home with them as they love kids and would be more than happy to look after them. It is important in our family that we see the children grow up and they do not spend hours being looked after in a daycare center or a babysitter. We love to keep the ties with the children tight in the family. Sontschi Our families don’t live in Berlin. We Skype regularly with them. My 15month old daughter starts to realize, that her grandparents talk to her through the iPhone or tablet and she loves it. She waves her hand to them and talks something in her baby language. Supersavvy @MARIEKEKONINGEN
- 60. Although we live in such a big and sometimes anonymous city, I really want my children to feel safeand at home in our own neighborhood #4 @MARIEKEKONINGEN
- 61. 4. Gettingaround 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. Bigmamabrown @MARIEKEKONINGEN
- 63. Creatingpositivedisruption Urban parentshave manyreasonsforlovingthe citylife, but whatreasondo parentsmentionmost oftenwhentalkingaboutwhytheylikethe city? A.Goodschooling B.Wide offer of activities C.Manyopportunities @MARIEKEKONINGEN
- 64. Impact: Repositioning the brand @MARIEKEKONINGEN
- 65. ME SKILLS LOOKS WE From looks to skills, from me to we @MARIEKEKONINGEN
- 66. New social currency @MARIEKEKONINGEN
- 67. New product innovations Prioritizeproduct ideas Guide internaldiscussions @MARIEKEKONINGEN
- 68. The story of the longboardstroller Partner Studio Peter van Riet Viralcampaign OVAM EcoAward PRO 2012 @MARIEKEKONINGEN
- 69. @MARIEKEKONINGEN
- 70. Content Running Research Communities in Asian Markets around the world Dorel case study: Mobilizing urban parents Q&A
- 72. LET’S TALK! linkedin.com/in/anoukwillems anouk@insites-consulting.com Anouk Willems (InSites Consulting) Research Innovation Manager linkedin.com/in/bertvandecasteele bert@insites-consulting.com Bert Vandecasteele (InSites Consulting) Senior Research Manager linkedin.com/in/marierehal Marie.rehal@directionfirst.com Marie Rehal (Direction First) QualResearch Director linkedin.com/in/mariekekoningen marieke.koningen@dorel.eu MariekeKoningen(Dorel Juvenile) Market Intelligence Manager