Mobilising Urban Parents around the world, presented at the ESOMAR Career Event by Anouk Willems (InSites Consulting) and Marieke Koningen (Dorel) in Rotterdam (NL) on Tuesday April 29, 2014.

1. Mobilizing Urban
Parents Around the
World
Marieke Koningen | Market Intelligence Manager Dorel Europe
Anouk Willems | Research Innovation Manager InSites Consulting

2. Hi! I’m Marieke
Market Intelligence Manager
and I’m Anouk
Research Innovation Manager

3. The story of the
longboardstroller
1/Challenge
2/Approach
3/Insights
4/Impact

4. Urbanization
is a trend we can’t beat

5. On a quest for
universal insights

6. Immerse into the world
of the Urban Parent
Inspire entire Quinny team
Understand daily challenges
Context: mobility

7. Urban Parents
Consulting Board
120 urban parents
7 cities
3 weeks
2900 posts

8. New York
London Berlin
Sao Paulo
Kuala Lumpur
Tokyo
Seoul
Challenge #1
Languages
Global generation
Attitude
Skills

9. Challenge #2
Context
Engagement
Different feedback
Higher relevance
65%
2x more visuals
47 vs. 87 words

10. 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

11. In-sight |’in.sit|
From data to
universal insights

12. My love for my city is so
big that I’m ready to take
up every challenge
accompanied with this
lifestyle
#1

13. The City for Life 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

14. 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

15. 2. Going back to basic
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

16. The city can be quite
impersonal and I don’t
want my children to grow
up thinking there are no
people who care about
them”
#3

17. 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

18. Although we live in such a
big and sometimes
anonymous city, I really
want my children to feel
safe and at home in our
own neighborhood
#4

19. 4. Getting around
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 Iz LOVES to face
out and stare at people as 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

20. And…Action!

21. Creating positive
disruption
Urban parents have many reasons for
loving the city life, but what reason do
parents mention most often when
talking about why they like the city?
A. Good schooling
B. Wide offer of activities
C. Many opportunities

23. Impact:
Repositioning
the brand

24. ME
SKILLSLOOKS
WE
From looks to
skills, from
me to we

25. New social
currency

26. New product
innovations
Prioritize product ideas
Guide internal discussions

27. The story of the
longboardstroller
Partner Studio Peter van Riet
Viral campaign
OVAM Eco Award PRO 2012

30. Thank you!
Questions?