On Wednesday 12 June 2012 (a week after the MOAwards) InSites Consulting organised an afternoon seminar on the latest developments in Research Communities. During this Smartees we present 2 of our community cases that were nominated (one of the 2 even awarded) for the MOA Innovation Award.

1. Research Communities
@InSites #MROC
Rotterdam (NL) - June 12, 2012

2. Agenda
The Conversation Company
by Steven Van Belleghem, Managing Partner &
Author of The Conversation Manager/Company
The Consumer Consulting Board
by Tom De Ruyck, Head of Research Communities
Client cases:
• Co-creating the new Marktplaats
by Anouk Willems, Senior Research Innovator
• Improving the flight experience by
understanding & listening to frequent flyers
(KLM)
by Thomas Troch, Senior Research Innovator
Co-creation and Structural Collaboration
with Consumers: a fish bowl discussion
by Ramon Pardo, Managing Director The
Netherlands

3. Consumers are
probably the
most effective / worst
consultants my
company can hire.

4. A consumer consulting
board would definitely
or never work for my
company

5. Sharing true consumer
stories & experiences
will benefit / hurt my
company

7. What did you notice in 2011 – 2012

9. Power to the people
in a positive and a negative way.

10. ‘If they can bring the
Egyptian government
down in six weeks, they
can bring us down in
nanoseconds.’
Paul Polman, CEO Unilever

11. Fear versus Guts

12. Consumers positive or negative?

13. >80% is positive

14. Companies experience the impact.

15. Until now, we only
used the first
dimension of their
power.

16. First dimension: use
people to build reach.

17. We have seen amazing ways to create additional reach
through people engagement.

18. Second dimension:
Co-creation

19. Again,we have seen great cases of
co-creation with consumers.

20. By the way, who will win?

22. Consumers
help with cultural
differences!

23. Even co-creation that impacts
the brand identity of global brands.

25. Co-Creation is NOT enough

26. Co-creation is often
too opportunistic.

29. Let‟s take
it one step
further

30. From Co-Creation
to Collaboration

31. Customers are more loyal to a brand than
managers? Agree or disagree?
Customers Managers

33. Customers are
more loyal to
your company
than you are.

34. Knowing this, outsource management
responsibilities to customers.

35. Outsource
purchasing
to fans.

36. Danone outsourced
a pitch to brand fans.

37. Who is familiar with Marmite?

38. Do you like it?

41. Marmite outsourced marketing

43. Let‟s take
it one step
further

46. Current focus of
most companies

47. All four
quadrants have
value

51. Structural
Collaboration

52. Threadless
outsourced
the company.

53. Ducati involves
fans in…
everything

54. But Steven, what about Henri Ford?

55. “If I had asked
people what they
wanted, they
would have said
faster horses."

56. Well, Henri wasn’t completely right 

57. Involved customers
Bring in expertise

58. They are
employees that
are not on the
payroll

59. Hiring a fan to
become part of the brand,
can be the future.

60. Consumers
are probably the
most effective
consultants your
company can hire.

61. …the customer
is hardly
represented?

62. Bring the
customer in the
boardroom

63. Bring the
boardroom to
the customer

64. Your 2012
mission

65. Co-Creation Collaboration Structural
collaboration

66. Consumer Brainstorming
consulting
Offer Content
Service marketing

67. Start today!

68. Start every
meeting with
a story about
a customer.

69. Create a listening culture
by sharing customer stories.

70. Create a customer
consulting board.

71. Good luck
in your
journey!

72. Thank you!
Steven@insites.eu
@Steven_insites

73. Agenda
The Conversation Company
by Steven Van Belleghem, Managing Partner &
Author of The Conversation Manager/Company
The Consumer Consulting Board
by Tom De Ruyck, Head of Research Communities
Client cases:
• Co-creating the new Marktplaats
by Anouk Willems, Senior Research Innovator
• Improving the flight experience by
understanding & listening to frequent flyers
(KLM)
by Thomas Troch, Senior Research Innovator
Co-creation and Structural Collaboration
with Consumers: a fish bowl discussion
by Ramon Pardo, Managing Director The
Netherlands

75. @tomderuyck

76. @tomderuyck

77. @tomderuyck

78. @tomderuyck

79. @tomderuyck

80. @tomderuyck

81. @tomderuyck

82. @tomderuyck

83. @tomderuyck

84. @tomderuyck

85. @tomderuyck

86. @tomderuyck

87. @tomderuyck

88. @tomderuyck

89. @tomderuyck

90. @tomderuyck

91. @tomderuyck

92. @tomderuyck

93. @tomderuyck

94. Insighting Developing
Business
Objectives
Optimizing Implementing
@tomderuyck

95. @tomderuyck

96. @tomderuyck

97. @tomderuyck

98. @tomderuyck

99. @tomderuyck

100. @tomderuyck

101. @tomderuyck

102. @tomderuyck

103. @tomderuyck

104. @tomderuyck

105. @tomderuyck

106. @tomderuyck

107. @tomderuyck

108. @tomderuyck

109. @tomderuyck

110. @tomderuyck

111. @tomderuyck

112. CHOOSING YOUR
Pilot Project
@tomderuyck

113. @tomderuyck

114. @tomderuyck

115. Communication is key!
Conversations from internal stakeholders Proud Conversation
company company
Boring Adored
company company
Conversations from external stakeholders
@tomderuyck

116. Internal
@tomderuyck

117. Internal
@tomderuyck

118. Internal
@tomderuyck

119. Internal
@tomderuyck

120. @tomderuyck

121. External
@tomderuyck

122. @tomderuyck

123. @tomderuyck

124. @tomderuyck

125. @tomderuyck

126. @tomderuyck

127. It’s an EVOLUTION,
not a REVOLUTION!
@tomderuyck

128. Sharing
IS caring
@tomderuyck

129. @tomderuyck

130. @tomderuyck

131. linkedin.com/in/tomderuyck
@tomderuyck
tom@insites-consulting.com
www.insites-consulting.com
New York – London – Ghent – Rotterdam – Timisoara

132. Agenda
The Conversation Company
by Steven Van Belleghem, Managing Partner &
Author of The Conversation Manager/Company
The Consumer Consulting Board
by Tom De Ruyck, Head of Research Communities
Client cases:
• Co-creating the new Marktplaats
by Anouk Willems, Senior Research Innovator
• Improving the flight experience by
understanding & listening to frequent flyers
(KLM)
by Thomas Troch, Senior Research Innovator
Co-creation and Structural Collaboration
with Consumers: a fish bowl discussion
by Ramon Pardo, Managing Director The
Netherlands

133. Co-creating the
renewed
Marktplaats
Toon Provoost
Marketing Intelligence Manager, eBay Marktplaats
Anouk Willems
Senior Research Innovator, InSites Consulting

134. Marktplaats & users
are working on a
new website

135. Marktplaats is growing
300.000 ads per day
6.500.000 visits per month
+ 10%

136. Marktplaats wants to
innovate to better
facilitate its users

137. But, Marktplaats
should kept
‘Marktplaats’

138. 1. Let‟s talk to the users

139. 2. Align teams cross
departments
Research User Experience
Marketing IT
Communication & PR
Consumer Services

140. 3. Need for a short
feedback loop

141. 5902
Solution:
3 month MROC with
150 Marktplaats users

142. Collect user
questions @
Marktplaats

143. 3 community themes
Marktplaats experience
Beta website experience
Communication

144. 1/ IMPACT
Exclusive access as beta-users

145. 1/ IMPACT
Special tasks and challenges

146. 1/ IMPACT
Special tasks and challenges

147. 2/ FUN
Unlocking next levels & fun facts
Facts & figures
Marktplaats quiz
Newest Commercials
PAY for attention PLAY for attention

148. 2/ FUN
Unlocking the secret room

149. 3/ CONNECT
Dialogue with Marktplaats

150. 3/ CONNECT
Brand-related incentives

151. 3/ CONNECT
Meet & Greet

152. The community in numbers
150 participants
64 threads started by the moderator
104 threads started by members
5902 posts
363.792 words (386 A4 pages)

153. Engagement is contagious!

154. Supersoes
Let‟s bring the consumer to life!

155. Online private blog for a
short feedback loop

156. Direct conversations with
the community members

157. Meetup @ Marktplaats

158. What are the results…?
Thanks to this community we have
a very clear and actionable vision
on the needs of our users. By
presenting the community results
together with our community
members at our office in
Amsterdam we’ve created a lot of
brand ambassadors!
“
Toon Provoost,
Marketing Intelligence Manager

160. Co-creating the
renewed
Marktplaats
Thanks for listening!
Questions?

161. Agenda
The Conversation Company
by Steven Van Belleghem, Managing Partner &
Author of The Conversation Manager/Company
The Consumer Consulting Board
by Tom De Ruyck, Head of Research Communities
Client cases:
• Co-creating the new Marktplaats
by Anouk Willems, Senior Research Innovator
• Improving the flight experience by
understanding & listening to frequent flyers
(KLM)
by Thomas Troch, Senior Research Innovator
Co-creation and Structural Collaboration
with Consumers: a fish bowl discussion
by Ramon Pardo, Managing Director The
Netherlands

162. Improving the
flight experience
Understanding & listening to frequent flyers
Thomas Troch
Senior Research Innovator @ InSites Consulting
Charles Hageman
Research Consultant @ Air France KLM
Communities Smartees NL
InSites Consulting | Rotterdam, 12.06.2012

163. Senior Research Innovator 2011-current
InSites Consulting
Research Consultant 2010-2011
InSites Consulting
Master in Product Development 2005-2010
Artesis University College of Antwerp
thomas@insites-consulting.com
@thomastroch
Nice to meet you

164. Imagine…

165. For complex situations
involving multiple
stakeholders, key
customers can help you
to make the difference.

166. Phase 1
Insightment
Observation leads to insight discovery

167. Phase 2
Ideation &
Concept Development
Insightment
Discussions placing insights in perspective
Idea generation by frequent travellers

168. Phase 3
Ideation &
Concept Development
Validation
Insightment
Quantitative and emotional validation of 4 selected
concepts

169. Phase 1
Insightment
Observation leads to insight discovery

170. Connecting the dots

172. Ideation by Air France and KLM

173. Phase 2
Ideation &
Concept Development
Insightment
Discussions placing insights in perspective
Idea generation by frequent travellers

174. Understanding customer expectations
WOW
actual
experience
UGH
expected
experience

180. Phase 3
Ideation &
Concept Development
Validation
Insightment
Quantitative and emotional validation of 4 selected
concepts

181. Concept casino

182. Concept re-writing

183. To conclude
Involving consumers connects multiple stakeholders
and demystifies the front end of innovation.
Key customers are an important „partner in crime‟
in reaching competitive advantage.
It’s not about delivering slides,
it‘s about making research actionable.

184. To conclude
Involving consumers connects multiple stakeholders
and demystifies the front end of innovation.
Key customers are an important „partner in crime‟
in reaching competitive advantage.
It’s not about delivering slides,
it‘s about making research actionable.

185. 185 Emotional validation
In addition to a quantitative validation in the third phase, we also included new measurements that allow us to
grasp the more irrational and emotional reactions of passengers towards the ideas. Recent evidence in
neuropsychology learns us that our brain has two parts: one reflective and rational route which is involved
when we are really ‘thinking’. An automatic route which makes very quick effortless decisions based on past
behaviour and the emotional evaluation of past actions. The emotion measures are developed in cooperation
with Dr. Mike Friedman, Doctor in the social psychology and teaching professor and the university of Mons,
Belgium. The emotional measurements are:
 Direct measurement under cognitive load: Straightforward questioning, while
remembering a set of symbols shown prior to the questions. The cognitive load will put
more pressure on the rational part of our brain and will allow participants to answer with
their emotional brain.
 Implicit measurement (using a Push No push Association Test (PNAT)): Participants
have to decide under time pressure if they feel a certain emotion with a concept or not.
The emotional, automational part of our brain is quicker than the rational part of the brain
and therefore this measurement will lead to a more emotional response.
 Visual measurement: A task to create a ‘collage’ using standardized visuals that relate to
a specific emotion. Visuals and emotions are processed in the same part of the brain.
They have therefore a natural fit. The automational brain is also more action oriented.
Because we ask people to make a collage and we do not ask them to reflect on
something, we have more chance to address the emotional, automational brain.

186. Agenda
The Conversation Company
by Steven Van Belleghem, Managing Partner &
Author of The Conversation Manager/Company
The Consumer Consulting Board
by Tom De Ruyck, Head of Research Communities
Client cases:
• Co-creating the new Marktplaats
by Anouk Willems, Senior Research Innovator
• Improving the flight experience by
understanding & listening to frequent flyers
(KLM)
by Thomas Troch, Senior Research Innovator
Co-creation and Structural Collaboration
with Consumers: a fish bowl discussion
by Ramon Pardo, Managing Director The
Netherlands

187. The
Community
Smartees
Challenge!

188. Take a seat!
 3 discussion rounds, each round
with new participants
 4 seats available per round;
 3 seats for ‘round-participants’,
1 ‘hot-seat’.
 Each round 5 minutes

189. Let‟s meet the
jury
Barbara Nieuwenhuijs, Anita
Peerdeman & Monique van Holland
 Keep the discussion on-topic
 Be a “devils advocate”

190. Statement 1
Consumers are
probably the
most effective / worst
consultants my
company can hire.

191. Statement 2
A consumer consulting
board would definitely
or never work for my
company

192. Statement 3
Sharing true consumer
stories & experiences
will benefit / hurt my
company

193. The
Communities
Smartees
Challenge!
What does the Jury say?

194. Stay tuned!
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