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Business
Success in
in Asia
Customer
Insights for
Erica	
  van	
  Lieven
BUSINESS  SUCCESS  in  Asia
9/10  consumers  
want  to  collaborate
with  brands
BUSINESS  SUCCESS  in  Asia
BUSINESS  SUCCESS  in  Asia
COMMUNITIES
RESEARCH
4 KEY ASPECTS
BUSINESS  SUCCESS  in  Asia
BUSINESS  SUCCESS  in  Asia
Evaluation of  the
IKEA  catalogue 2013
BUSINESS  SUCCESS  in  Asia
From offline focus  
groups to online
communities
#5  reasons
BUSINESS  SUCCESS  in  Asia
#1  Snapshot  of  Reality
BUSINESS  SUCCESS  in  Asia
#2  Standard  evaluation tools
#1  Snapshot  of  Reality
BUSINESS  SUCCESS  in  Asia
Customers
Potential customers
Lapsed customers
N=50-­150
#3  Limited  range  of  participants
#2  Standard  evaluation too...
#4  Internal  stakeholders  not  involved  
#3  Limited  range  of  participants
#2  Standard  evaluation tools
#1  Snapsh...
BUSINESS  SUCCESS  in  Asia
Understanding the  
urban parent
Understanding
the  urban parent
BUSINESS  SUCCESS  in  Asia
BUSINESS  SUCCESS  in  Asia
BUSINESS  SUCCESS  in  Asia
Evaluating
Package  Innovations
BUSINESS  SUCCESS  in  Asia
BUSINESS  SUCCESS  in  Asia
The  role  of  the  moderator  is  more  
important  in  Asian  markets
BUSINESS  SUCCESS  in  Asia
Adapt your  approach  when  
managing  communities  in  Asia
Motivations
Topics  &  challenges
Moderator  role
BUSINESS  S...
BUSINESS  SUCCESS  in  Asia
Identifying
Sleeping  problems
BUSINESS  SUCCESS  in  Asia
Sleep  Well  
Community
wEEK CONNECTION
SLEEPING	
  HABITS
HEALTH	
  AND	
  WELL-­‐BEING	
  
IN	
  CHINA
SLEEPING	
  
PROB...
Technique
Consumers  as  culture  
experts  
BUSINESS  SUCCESS  in  Asia
360° view  of  the  Catalogue
Holistic  view  – More  #  &  diversity  
Relevant  product  
innovations
Mobile  :  Context...
THANK YOU!
Questions?
linkedin.com/in/ericavanlieven
@erica_dfirst
erica.vanlieven@directionfirst.com
Erica  Van  Lieven (...
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Customer Insights for Business

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Customer Insights for Business.
Success in Asia.

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Customer Insights for Business

  1. 1. Business Success in in Asia Customer Insights for Erica  van  Lieven
  2. 2. BUSINESS  SUCCESS  in  Asia
  3. 3. 9/10  consumers   want  to  collaborate with  brands BUSINESS  SUCCESS  in  Asia
  4. 4. BUSINESS  SUCCESS  in  Asia
  5. 5. COMMUNITIES RESEARCH 4 KEY ASPECTS BUSINESS  SUCCESS  in  Asia
  6. 6. BUSINESS  SUCCESS  in  Asia
  7. 7. Evaluation of  the IKEA  catalogue 2013 BUSINESS  SUCCESS  in  Asia
  8. 8. From offline focus   groups to online communities #5  reasons BUSINESS  SUCCESS  in  Asia
  9. 9. #1  Snapshot  of  Reality BUSINESS  SUCCESS  in  Asia
  10. 10. #2  Standard  evaluation tools #1  Snapshot  of  Reality BUSINESS  SUCCESS  in  Asia
  11. 11. Customers Potential customers Lapsed customers N=50-­150 #3  Limited  range  of  participants #2  Standard  evaluation tools #1  Snapshot  of  Reality BUSINESS  SUCCESS  in  Asia
  12. 12. #4  Internal  stakeholders  not  involved   #3  Limited  range  of  participants #2  Standard  evaluation tools #1  Snapshot  of  Reality BUSINESS  SUCCESS  in  Asia
  13. 13. BUSINESS  SUCCESS  in  Asia
  14. 14. Understanding the   urban parent Understanding the  urban parent BUSINESS  SUCCESS  in  Asia
  15. 15. BUSINESS  SUCCESS  in  Asia
  16. 16. BUSINESS  SUCCESS  in  Asia
  17. 17. Evaluating Package  Innovations BUSINESS  SUCCESS  in  Asia
  18. 18. BUSINESS  SUCCESS  in  Asia
  19. 19. The  role  of  the  moderator  is  more   important  in  Asian  markets BUSINESS  SUCCESS  in  Asia
  20. 20. Adapt your  approach  when   managing  communities  in  Asia Motivations Topics  &  challenges Moderator  role BUSINESS  SUCCESS  in  Asia
  21. 21. BUSINESS  SUCCESS  in  Asia
  22. 22. Identifying Sleeping  problems BUSINESS  SUCCESS  in  Asia
  23. 23. Sleep  Well   Community wEEK CONNECTION SLEEPING  HABITS HEALTH  AND  WELL-­‐BEING   IN  CHINA SLEEPING   PROBLEMS REVIEW   SOLUTIONS PHILIPS  BRAND   AND  SOLUTIONS BUSINESS  SUCCESS  in  Asia
  24. 24. Technique Consumers  as  culture   experts   BUSINESS  SUCCESS  in  Asia
  25. 25. 360° view  of  the  Catalogue Holistic  view  – More  #  &  diversity   Relevant  product   innovations Mobile  :  Contextual  &  personal   information Fine-­tuned  packaging  concepts Local  by  default BUSINESS  SUCCESS  in  Asia Use  co-­researchers  for  sensitive  topics
  26. 26. THANK YOU! Questions? linkedin.com/in/ericavanlieven @erica_dfirst erica.vanlieven@directionfirst.com Erica  Van  Lieven (Direction  First) Managing  Director  

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