Collaborating with consumers Eat ‘n Learn Smartees This is the full slidedeck of our Eat ‘n Learn Smartees session on collaborating with consumers. 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 client cases from ATAG, Dorel & PepsiCo
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Collaborating with consumers Eat 'n Learn Smartees
This is the full slidedeck of our Eat ‘n Learn Smartees session on collaborating with consumers. 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 client cases from ATAG, Dorel & PepsiCo
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Transcript
Collaborating with consumers
Eat ‘n Learn Smartees
This is the full slidedeck of our Eat ‘n
Learn Smartees session on
collaborating with consumers. 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 client cases from ATAG, Dorel &
PepsiCo
Content
Towards the consumer-activated company
ATAG case study
PepsiCo case study
Quinny case study
Q&A
COMPANY
TOWARDS THE
consumer-activated
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
cheered by the
industry with
more than 25
international
awards
New York
London
Sydney
Rotterdam
Ghent
Timisoara
@KRISTOFDEWULF
Our vision on contemporary marketing is evangelized through our best-selling books.
Stop being
consumer centric!
#1
@KRISTOFDEWULF
“When your eyes are only
looking at the organization,
your ass is facing the
customer”Yudai
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
Did you directly
talk to a consumer
about your brand or
product?Did you
start a meeting
with a story
on a consumer?
Did you
use your own
brand or product?
Did you learn
something new
about your market?
Did you
do something for
the first time?
@KRISTOFDEWULF
IRON CURTAIN
BETWEEN consumer & company WORLD
@KRISTOFDEWULF
@KRISTOFDEWULF
TWO-WAYONE-WAY
ALWAYS ONAD HOC
INTEGRATEDSILO
CONNECTEDDISCONNECTED
CONSUMER-
CENTRIC
CONSUMER-
ACTIVATED
@KRISTOFDEWULF
@KRISTOFDEWULF
Making it work
#2
@KRISTOFDEWULF
AVOID A
COLLABORATION
hangover
@KRISTOFDEWULF
@KRISTOFDEWULF
AutonomyTHEY ARE FREE TO DO THIS OR NOT
CompetenceTHEY ARE GOOD AT THIS
RelatednessPEOPLE LIKE THEM DO THIS
ValueWHAT THEY DO HAS MEANING
ActivationIT’S WHAT THEY DO THAT COUNTS
YES THEY CAN!
@KRISTOFDEWULF
HappinessTHE ‘IKEA EFFECT’
Co-creationTUNED IN TO YOUR NEEDS
Crowd intelligenceGROUP VS INDIVIDUAL WISDOM
PlayfulnessGAMIFIED CURIOSITY & COMPETITION
CustomizationTO THE BEAT OF THE COMPANY
THE POWER OF WE!
@KRISTOFDEWULF
Insight activationACT ON STRONG INSIGHTS
Culture transformationCHANGE HEARTS, MINDS AND ACTIONS