Running Market Research Online Communities in Asian Markets - APAC Esomar Conference - Direction First and InSites Consulting

in Asia

Collaborating

with consumers

Tom De Ruyck Erica Van Lieven

tomderuyck erica_dfirst

Half of the Top 10 emerging markets lie in Asia

tomderuyck erica_dfirst

510 emerging

economies lie

in Asia

Half of the worldrsquos internet

population lives in Asia

tomderuyck erica_dfirst

tomderuyck erica_dfirst

45 of

internet

users from

Asia

tomderuyck erica_dfirst

The majority of the social media users is

connected to brands

tomderuyck erica_dfirst

610 social

network users

are connected to

brands

Asian consumers donrsquot like co-creation amp

collaboration with brands that much

tomderuyck erica_dfirst

tomderuyck erica_dfirst

910 consumers

want to collaborate

with them

tomderuyck erica_dfirst

COMMUNITIES

RESEARCH

4 INGREDIENTS

tomderuyck erica_dfirst

tomderuyck erica_dfirst

Evaluation of the

IKEA catalogue 2013

tomderuyck erica_dfirst

From offline focus

groups to online communities

5 reasons

tomderuyck erica_dfirst

tomderuyck erica_dfirst

1 Snapshot of Reality

tomderuyck erica_dfirst

2 Standard evaluation tools

1 Snapshot of Reality

Customers

Potential customers

Lapsed customers

N=50-150

tomderuyck erica_dfirst

3 Limited range of participants

2 Standard evaluation tools

1 Snapshot of Reality

USA GE P

L IT

CH

4 Quality inconsistency

3 Limited range of participants

2 Standard evaluation tools

1 Snapshot of Reality

tomderuyck erica_dfirst

5 Internal stakeholders not involved

4 Quality inconsistency

3 Limited range of participants

2 Standard evaluation tools

1 Snapshot of Reality

tomderuyck erica_dfirst

tomderuyck erica_dfirst

Understanding the

urban parent

Understanding the urban parent

tomderuyck erica_dfirst

tomderuyck erica_dfirst

Smaller (mobile) screens lead to

less engaged participants

tomderuyck erica_dfirst

tomderuyck erica_dfirst

tomderuyck erica_dfirst

Evaluating

Package Innovations

tomderuyck erica_dfirst

tomderuyck erica_dfirst

The role of the moderator is more

important in Asian markets

Adapt your approach when

managing communities in Asia

Motivations

Topics amp challenges

Moderator role

tomderuyck erica_dfirst

tomderuyck erica_dfirst

Identifying Sleeping problems

tomderuyck erica_dfirst

Sleep Well

Community

wEEK CONNECTION

SLEEPING HABITS

HEALTH AND WELL-BEING IN CHINA

SLEEPING PROBLEMS

REVIEW SOLUTIONS

PHILIPS BRAND AND SOLUTIONS

tomderuyck erica_dfirst

tomderuyck erica_dfirst

Technique Consumers as culture

experts

tomderuyck erica_dfirst

360deg view of the Catalogue

Relevant product

innovations

Brand positioning in a

new market

Fine-tuned packaging concepts

4 takeaways when

managing communities

in Asia

Holistic view ndash More amp diversity

Mobile ndash Contextual amp personal information

Local by default

Use co-researchers for sensitive topics

tomderuyck erica_dfirst

THANK YOU

Questions

linkedincomintomderuyck

tomderuyck

tominsites-consultingcom

Tom De Ruyck (InSites Consulting)

Managing Partner amp Head of Consumer Consulting Boards

linkedincominericavanlieven

erica_dfirst

ericavanlievendirectionfirstcom

Erica Van Lieven (Direction First)

Managing Director