Welcome to the age of relevance

Thijs Van de Broek

Research Consultant

I’m Thijs

26 years, living near Ghent, living

together with Anneleen.

Qualitative Research Consultant at

InSites Consulting. Master in Product

Design.

Working for InSites forwar&d lab on

the Consumer Insight Activation

project. Passionate about taking

research forward (in a nice looking

way)

Does the

future of

business

depend

on luck?

@thijsvandebroek

The old

world is

gone …

@thijsvandebroek

How fast

is fast?

@thijsvandebroek

How much is too much?

@thijsvandebroek

Expect the

unexpected

@thijsvandebroek

@thijsvandebroek

@thijsvandebroek

You are NOT your

consumer

@thijsvandebroek

It’s about

hardcore

listening

@thijsvandebroek

@thijsvandebroek

2. Getting to insights

What is an insight?

3. Activating insights

1.

@thijsvandebroek

Children love what they

instinctively discover for

themselves

The brand behind...

@thijsvandebroek

Children love what they instinctively discover for

themselves

@thijsvandebroek

The brand behind...

@thijsvandebroek

Be different

The brand behind...

@thijsvandebroek

Be different

@thijsvandebroek

The brand behind...

@thijsvandebroek

I want to escape the limitations of my

daily routine life and enjoy the activity

of fantasizing about alternative

identities, lives, or positions

The brand behind...

@thijsvandebroek

I want to escape the limitations of my daily routine life and enjoy

the activity of fantasizing about alternative identities, lives, or

positions

@thijsvandebroek

The brand behind...

@thijsvandebroek

Insight ≠ (big) data

@thijsvandebroek

Insights ≠ ideas

2005 2013

@thijsvandebroek

In-sight |’in.sit|

@thijsvandebroek

It’s me!

@thijsvandebroek

Why

insights

are like

refrigerators

@thijsvandebroek

I want to

change

@thijsvandebroek

Without

activation,

an insight

is useless

@thijsvandebroek

It’s just a

starting point

@thijsvandebroek

It is the DNA of

your product

@thijsvandebroek

It will ruleyour mind

@thijsvandebroek

It can enter

every touchpoint

@thijsvandebroek

Getting to insights

1. What is an insight?

3. Activating insights

2.

@thijsvandebroek

You don’t

know what

you don’t

know

@thijsvandebroek

Consumers

are bad

witnesses of their own

behaviour

@thijsvandebroek

Everybody / Everywhere / Anytime

@thijsvandebroek

LANDSCAPE

PORTRAIT

OUT OF

THE BOX

IN THE BOX

How to mine insights?

@thijsvandebroek

PORTRAIT

OUT OF

THE BOX

IN THE BOX

LANDSCAPE


@thijsvandebroek

Don’t jump to conclusions

@thijsvandebroek

@thijsvandebroek

PORTRAIT

OUT OF

THE BOX

IN THE BOX

LANDSCAPE


@thijsvandebroek

Context is key

@thijsvandebroek

Use different perspectives

@thijsvandebroek

The power of the crowd

@thijsvandebroek

PORTRAIT

OUT OF

THE BOX

IN THE BOX

LANDSCAPE


@thijsvandebroek

The advantage

of inconsistency

@thijsvandebroek

Insight is about people

@thijsvandebroek

It’s what

you do with

people

@thijsvandebroek

@thijsvandebroek

PORTRAIT

OUT OF

THE BOX

IN THE BOX

LANDSCAPE


@thijsvandebroek

Reframe

@thijsvandebroek

@thijsvandebroek

It’s a

way of life

@thijsvandebroek

@thijsvandebroek

Activating insights3.

2. Getting to insights

1. What is an insight?

@thijsvandebroek

Show me the money

@thijsvandebroek

@thijsvandebroek

Is it you?

@thijsvandebroek

Spread

the word

@thijsvandebroek

Everybody

is curious

@thijsvandebroek

Inspire!

@thijsvandebroek

Capture (false)

assumptions

@thijsvandebroek

@thijsvandebroek

Market research as

an order-taking function

Consumer insight as a

source of competitive advantage

Sources: BCG Consumer Insight Benchmarking (May 2009)

Traditional

market

research

function

Business

contribution

team

Strategic

insight

organization

Strategic

foresight

organization

1 2 3 4

Where are you today?

@thijsvandebroek

@thijsvandebroek

@thijsvandebroek

Get out

of your

comfort

zone

1.

Develop

daily

rituals

@thijsvandebroek

2.

Think big,act radical

@thijsvandebroek

3.

The best way to

predict the future is to create it

@thijsvandebroek

Merging research with creativityOnline Research communities as a tool

for consumer-centric product development

Research Consultant

Thijs Van de Broek

@thijsvandebroek

We believe consumers will

take the lead in shaping any

company or brand in the future.

Marketers need to learn how to

let go and take down their

marketing walls as companies

actively listening and involving

consumers outperform the

competition.

Content

online research communities

case: the Heineken concept club

@thijsvandebroek

It’s time to re-invent

marketing (research).

Because power has shifted

to the consumer.

@thijsvandebroek

Power has shifted to the consumer.

Get used to it and learn

how to lead instead of how to control.

8/10 consumers want

to help in co-creation

projects of companies

they like.

The only thing they ask in return: give us feedback on what you do with our input.

@thijsvandebroek

http://www.twitter.com/


@thijsvandebroek

How to connect

with consumers?

@thijsvandebroek

One way to get connected

is to get marketers

in the living room of the consumer.

@thijsvandebroek

An alternative way is to get consumers

in the boardroom of your organization.

@thijsvandebroek

Communities are at the core

of new generation research.

Always-on research

with consumers acting as

part-time marketers.

@thijsvandebroek

RESEARCH

carefully screened group of consumers

gathered around a common interest

@thijsvandebroek

RESEARCH



joining a closed online platform

longitudinal connection

managed by passionate moderators

@thijsvandebroek

RESEARCH



joining a closed online platform

longitudinal connection

managed by passionate moderators

needsbeliefs

perceptions

motivations

underlying emotions

aspirations

Turn insights into a new proposition for your product/service, brand or communication.

In-market assessment of the consumer’s interaction with your brand, product and/or activations.

Finetune your product proposition, your brand positioning and/or your communication/activation campaign.

Explore your target group, their product & its usage and the consumer ‘s decision process.

1/Insighting

2/Developing

3/Implementing

4/Optimizing

Business Objectives

Ideas concepts value proposition

Optimized situation (brand, product/service, activation)

Finetuned proposition

Insights & Inspiration

@thijsvandebroek

@thijsvandebroek

@thijsvandebroek

@thijsvandebroek

@thijsvandebroek

RESEARCH

WHO?

i•den•ti•fi•ca•tion[ahy-den-tuh-fi-key-shuhn,]

noun

The convergence of

brand's values with that of the

person, and the degree to which the

brand is regarded as having personal

relevance. Typically represented by

concentric circles moving closer.

You Brand

Who? Community members are

connected by

brand and/or topic involvement

@thijsvandebroek

@thijsvandebroek

Who? Dunbar’s number:

150 members is the maximum number

enabling social interactions on a community.

@thijsvandebroek

R² = 0.6357

R² = 0.4659

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

8.00

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59

On_Topic_Arguments

New On Topic Arguments

Poly. (On_Topic_Arguments)

Log. (New On Topic Arguments)

New content

On topic postsOptimal length of

community threads

30 posts

@thijsvandebroek

Who? Creating in-depth relationships with fewer

rather than superficial relationships with many.

@thijsvandebroek

RESEARCH

WHAT?

@thijsvandebroek

What? It’s all about the experience!

Philips Sleep Well Community

@thijsvandebroek

@thijsvandebroek

What? Let them play.

Gamify your research

and be amazed

by the boost in reactions

What? We like to be challenged.

Didn’t you ever try

to beat the system?

@thijsvandebroek

@thijsvandebroek

@thijsvandebroek

@thijsvandebroek

RESEARCHHOW?

How? Creating the right experience is hard work.

It’s about creating the right mix in

the story

the equilibrium

the results

and the methods.

@thijsvandebroek

@thijsvandebroek

How? Commitment from the company.

Buy-in, engagement and input.

How? Go beyond the 30 min debrief.

Don’t present.

Engage, inspire and let them act.

@thijsvandebroek

@thijsvandebroek

Create engaging experiences

that inspire

and are worth sharing

IDEO, 2005

I know .. I don’t know ..

.. I know what I knowmy tacit

knowledge

.. I don’t knowgaps in my knowledge

my ignorance

@thijsvandebroek

Content



Content



The historical legacy behind Heineken’s

design credence is what led the brand

to pursue its progressive roots

and encourage emerging designers.

The Heineken STR bottle

Challenges

Involve consumers in a vision of the future?

Engage trendy clubbers from all over the world?

Report findings to designers for maximum impact?

Facilitate co-creation among the design team?

Select ideas and create consistency?

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

Designers get their inspiration from

life in the city, the club scene,

each other, their expert coaches,

the Heineken brand and of course…

clubbers!



Connect with clubbers and understand their journey

Understanding the journey of clubbers

PARTICIPANTS

COUNTRIES

clubbing

design-savvy

Heineken

The Heineken concept club community

Clubbing experience

Role of clubbingReview of the

Ideal experience

nightlife experience

Process

MROC with 120 clubbers

MROC with designers, coaches, the Heineken team

and clubbers

Selection of designers Selection and development of ideas

Launch




Approach the nightlife experience as service design

Core potential of an insight

IT’S MEAHA! XI never thought of it like this before

You understand me

Branding potential of an insight

Innovation potential of an insight

Connecting Discovering Getting a drink

Dancing Cooling down Ending the night

The layout takes a cue from

the nightlife journey of clubbers



Approach the nightlife experience as service design

The result?

Queuing in front of the club is

always so boring! It should be

possible to already have a first

glimpse of the vibes, it will make it

worth waiting and build up my

excitement.

The origami element at the entrance links the outside to

the inside of the club and hints at the interior design.

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.

The first moment of meeting up is

only about my friends. It would be

cool if we could create and tweak

our very own atmosphere.

The biggest video bottle wall in the world reacts on sound

and features live images of the clubbers.

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.

I’m at the bar for different

reasons; sometimes just to quickly

get a drink, but I may also be

catching up with my friends or

having a chat with an interesting

stranger.

The interactive bar surface entertains and connects

people in playful ways.

I like having a unique drink that

has a story to tell. This experience

emphasizes the identity and

authenticity of the club and

provides me with an exclusive

story worth sharing.

The limited edition bottle alters it’s appearance

under different types of light and is accompanied

by origami serving trays and openers.

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.

We are all a bit looser while

dancing, this is a great opportunity

to connect with new people and

the DJ; too often I’m only

surrounded by the same people.

Video mapping and a 3D origami star let the dance floor

become a playground, measuring the energy of the dancers

and allowing the DJ to adjust accordingly.

In-between dancing I like to give

my senses a break. I want to

revitalize before going back onto

the dance floor.

The angular seating in the lounge area

calms the senses.

Clubbers are invited to express their thoughts

on an origami-shaped wall.

When we head home, we cherish

the great moments we had. It

would be amazing if there was

some kind of way to remember

the night and share it.

Instant pictures provide you with

a tangible memory to take home.

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.

Challenges

Involve consumers in a vision of the future?

Engage trendy clubbers from all over the world?

Report findings to designers for maximum impact?

Facilitate co-creation among the design team?

Select ideas and create consistency?

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 E W 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

The Heineken concept club

Design proves to be one of the most powerful tools to create a memorable journey, the connection with clubbers results in a relevant and impactful experience.

Thijs.Vandebroek @insites-consulting.com

@thijsvandebroek

