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The Consumer Consulting Board Smartees Webinar (Session 3)

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This is the full slidedeck of our 'Consumer Consulting Board' Smartees Webinar of 25 April, 2013 (Session 3). The main focus is on how you can give consumers a seat on the board of your company, illustrated with cases from H.J. Heinz and Ikea. Presentation by Tom De Ruyck (Head of Research Communities) and Niels Schillewaert (Managing Partner and Co-founder).

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The Consumer Consulting Board Smartees Webinar (Session 3)

  1. 1. The Consumer ConsultingBoardThis is the full slidedeck of our‘Consumer Consulting Board’ SmarteesWebinar (Session 3). The main focus ison how to give your customers a seaton the board of your company. Themain theme is elaborated, followed by acase study from H.J. Heinz.
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  21. 21. @tomderuyckInsighting DevelopingOptimizing ImplementingBusinessObjectives
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  34. 34. @tomderuyckCHOOSING YOURPilot Project
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  36. 36. @tomderuyckConversations from external stakeholdersConversationsfrominternalstakeholders ProudcompanyConversationcompanyBoringcompanyAdoredcompanyCommunication is key!
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  48. 48. It’s an EVOLUTION,not a REVOLUTION!@tomderuyck
  49. 49. SharingIS caring@tomderuyck
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  52. 52. linkedin.com/in/tomderuyck@tomderuycktom@insites-consulting.comwww.insites-consulting.comNew York – London – Ghent – Rotterdam – Timisoara
  53. 53. IKEAThe Catalogue: Since 1951200 million households globallyTraditionally tested– Perception, satisfaction andengagement– Inspire and interest– Creative execution and stomachimpact
  54. 54. IKEAThe @home community: Since 2012• better understand IKEA Catalogueusage• to assess the importance of structureand story-telling• to fuel creative brainstorms of pathsto follow in the future• Structural reactivation• Fusion methods
  55. 55. Brands and products evolveBut they need to connect through humans
  56. 56. Structural collaborationMulti-phased
  57. 57. Insight generationCrowd Interpretation20% unique insights from thecrowdthe analysis of research data by a group of research participants in order to obtain richer,more accurate interpretation of data that leads to insights. Online game played by Heinz marketers &research participant Be the best in analyzing each other consumerbehaviorETHNOGRAPHY
  58. 58. Human insights as backboneInsight validationIdeation workshopsPEOPLEKetchup in daily livesETHNOGRAPHY
  59. 59. Insight PlatformsThemesPresent to Impress• Ketchup fits special and cozy gatheringsof family and friends• I want to present tomato ketchup to myguests in a more elegant way• Good quality tomato ketchup comes in ashiny bottleETHNOGRAPHY
  60. 60. Insight PlatformsThemesSpice up that meal• Although not overpowering, tomatoketchup is a strong sauce that canhandle a lot of dishes• Tomato ketchup in a hot sauce providesthickening• Just like salt and pepper, tomato ketchupallows personal customization of food• TK is used as a spice in recipes, not as abasic ingredientETHNOGRAPHY
  61. 61. Insight PlatformsThemesEating is boring sometimes, should be fun for kidsNaturalness as indication of qualityPresent to ImpressEating with your eyesSpice up that mealETHNOGRAPHY
  62. 62. Global Online Research CommunityTesting Packaging PrototypesResearch reality & context– 13 pack designs with consistent, elaborate informationneeds– Iteration probes needed to allow creative adaptations- pretty boring stuff– Align different stakeholders at Heinz
  63. 63. Impact of the communityFor HeinzExpanding from 13 originalpack ideas to 19Higher fit to consumer: concretetactile changes to packaging servingfunctional (e.g. hygiene) as well asmarketing roles (e.g. resonance)Higher quality of ideas:numerous opportunities forimprovementFair game- Each pack design equal attention- Confirmation internal perceptionsare not consumer reality
  64. 64. Research is aboutConnecting through “humans”, not “to”Knowledge leverageUnused consumer potential: Think harder by means of crowd interpretation, gamification and task based researchConsumer leveragePositive brand touchpoint experienceInternal leverageResearch as a conversation starter beyond the 60-minute debriefInnovation leverageOptimized marketing formats grounded in human insights
  65. 65. Get intouchNiels Schillewaert, Managing Partner & Co-founderniels@insites-consulting.com+1 646 386 9853Tom De Ruyck, Head of Research Communities+32 9 269 14 07tom@insites-consulting.com

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