Webinar: Structural Collaboration with Consumers

• Spin-off of top ranked business school

• 15 years of experience and know how

• Pioneer and innovator in digital methods

• Most awarded #mrx agency

• Strong consulting attitude

• Fully independent

• New York, Timisoara, London, Rotterdam, Ghent

• 120 passionate international team members

• Worldwide certified moderator network

• Working for 30% best global brands (Interbrand)

Fact sheet

INNOVATORS

academic

Who we are

Crazy Gamers

Me Toos

Safe Havens

Smart Cookies

Who we are

METHODS

We are proud to be the most awarded agency in

the world by ESOMAR, AMA, ARF, MRS, SPSS,

MOA… Since more than 10 years our ForwaR&D

Lab develops state-of-the art methods.

We believe in co-creating together with clients

(e.g. Unilever, Heinz, Heineken, UCB) and

academics (e.g. Penn State University, University of

Houston, ESSEC, University of Maastricht) to

remain ahead of the curve.

Solid

Who we are

THINKING

Our genuine interest in how consumers think,

behave and evolve, goes beyond research.

We inspire our clients to engage in the consumer

conversation and to collaborate with them to

shape the future of their brands.

We are so passionate about our vision that we

embed it in everything we do. We even write best-

selling management books about it.

www.conversationmanagement.com

www.howcoolbrandsstayhot.com

Creative

Who we are

@niels_insites

@niels_insites

>50% 5 65%

Product experience

Promotions

Contests

News

Advertising: decreases

Co

nvers

ati

on

Sta

rters

@niels_insites

@niels_insites

@niels_insites

@niels_insites

@niels_insites

@niels_insites

ALREADY WITH

YOUR BRAND

FOR AGES

@niels_insites

Extra-ordinary ENGAGEMENT

@niels_insites

@niels_insites

53% plans 33% rank 2 out of 16 emerging technologies actual year later 2010 2011

11% understands rank 16 out of 16 emerging technologies 2010

The status of online research communities today?

@niels_insites

@niels_insites

@niels_insites

@niels_insites

@niels_insites

7x

@niels_insites

What you DO to people is equally important as

what you ASK

@niels_insites

@niels_insites

@niels_insites

@niels_insites

@niels_insites

Crowd interpretation Participants challenge our analysis.

- Explaining findings we don’t fully understand

- Illustrating findings with personal examples

- Going beyond first impressions

@niels_insites

20% to 40% unique insights from the crowd

CROWD-INTERPRETATION

@niels_insites

@niels_insites

Knowledge Leverage We engage consumers to think harder, to think better allowing us to

get better data and generate richer knowledge. We activate them to

structurally collaborate with us to co-create the future of brands.

1

“A closed research community – brilliantly

moderated by InSites Consulting – allowed

us to learn from lead users and co-create

our B&J’s marketing plans.”

@niels_insites

2 Internal Leverage Change management within companies based on research by

changing the hearts, minds and actions of executives. The effects of

our research go beyond traditional reporting, e.g. by means of positive

disruption games and communication campaigns..

“The amount of information you

pulled together for us is incredibly

insightful and helpful. It's also

presented in such an engaging way

that it makes going through the

content enjoyable.

It truly is the best research report

I've seen in many, many years, if not

the best. Thanks again.”

@niels_insites

@niels_insites

It is about HUMANS, not technology or

panels

They do not pay attention to BORING things.

We need to ENGAGE, and relate with our

audiences

Also CROSS-CULTURALLY

And create IMPACT within and outside

@niels_insites

Influence hard to INSPIRE target

groups

Actually CREATE the future club

Put DESIGN on top of the list

Draw attention in general and

specialized PRESS

… by means of creative and smart

cookie methods

@niels_insites

linkedin.com/in/nielsschillewaert @niels_insites [email protected]

www.insites-consulting.com

New York I London I Ghent I Rotterdam

Managing Partner

Consumer insights inspire the nightlife experience of tomorrow

The historical legacy behind Heineken’s

design credence is what led the brand

to pursue its progressive roots

and encourage emerging designers

Challenges Involve young designers in a vision on the future?

Facilitate co-creation among the design team?

Engage trendy clubbers from all over the world?

Report findings to designers and select ideas?

1 2 3 4

How to create the club of tomorrow?

Join forces with a multidisciplinary group of designers

Crowdsourcing emerging designers

via social media

Making the final selection on Pecha Kucha nights

in Milan, New York, Sao Paulo & Tokyo

How to create the club of tomorrow?

Join forces with a multidisciplinary group of designers

Facilitate co-creation among the design team

How to create the club of tomorrow?

Join forces with a multidisciplinary group of designers

Facilitate co-creation among the design team

Connect with clubbers and understand their journey

Online Research Community

Understanding the journey of clubbers

PARTICIPANTS

120 COUNTRIES

20 Clubbing

design-savvy

Heineken

The Heineken concept club community

Clubbing experience

Role of clubbing Review of the

Ideal experience

nightlife experience

Join forces with a multidisciplinary group of designers

Facilitate co-creation among the design team

Connect with clubbers and understand their journey

Report the findings to the designers & select the ideas

How to create the club of tomorrow?

Connecting Discovering Getting a drink

Dancing Cooling down Ending the night

The layout takes a cue from

the nightlife journey of clubbers

Join forces with a multidisciplinary group of designers

Facilitate co-creation among the design team

Connect with clubbers and understand their journey

Report the findings to the designers & select the ideas

The result?

How to create the club of tomorrow?

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.

The staff is dressed in vibrant futuristic outfits,

in line with the ‘Changing perspectives’ theme of the club.

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.

The bar is interactive and allows you to order a beer,

it even keeps track of who is next in line.

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!

Leave your drink on the numbered shelf

and go crazy on the dance floor.

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.

When it’s time to move on,

a friendly concierge will guide

clubbers onwards, giving directions

and arranging cabs home.

RESULTS

Open Design Exploration has become the 4th Global Activation Platform for Heineken

H® BUILDS CREDIBILTY IN DESIGN WORLD 13.000 + V I S I T O R S

3 MILLION + V I E W S O N V I C E T V ; 2 1 . 0 0 0 + V I E W S O F O D E M O V I E S

- C O O L H U N T I N G + 250.000 VIEWS

- W A L L P A P E R + 70.000 V I EW S + 600.000 p r i n t

533 C O V E R A G E P I E C E S O N T H E C L U B + 1 4 I N D E P T H I N T E R V I E W S

“ I thought Heineken's Milan concept club project was a real highlight of the Milan furniture fair. Ambitious in scope and extremely well executed,

it really moved the brand forward and positioned it as a defining force within the design world. I was particularly impressed by the brand's approach to mentoring and nurturing new design talent.“ Sunday Times: Style

The Heineken Concept Club

@filip_deboeck [email protected]

Thank you! Check our upcoming Smartees on:

http://smartees.insites-consulting.com