collaborating with consumers eat 'n learn smartees

Collaborating with consumers

Eat ‘n Learn Smartees

This is the full slidedeck of our Eat ‘n

Learn Smartees session on

collaborating with consumers,

presented in Geneva (14 October 2014)

and Zürich (15 October 2014). The

presentation elaborates on how to

structurally collaborate with your

consumers in order to generate richer

consumer insights and feed your

innovation funnel. All of this illustrated

with client cases from ATAG, Dorel &

PepsiCo

Welcome!

We’ll start in a minute…

Content

Towards the consumer-activated company

ATAG case study

PepsiCo case study

Quinny case study

Q&A

I’m Kristof

@KRISTOFDEWULF

Top 10 most innovative marketing research agency of the world (GRIT 2014)

Global Community Moderator Network

across +50 countries

Proud to work for +30% of the world’s global brands

We have been

cheered by the

industry with

more than 25

international

awards

New York

London

Sydney

Rotterdam

Ghent

Timisoara

Our vision on contemporary marketing is evangelized through our best-selling books.

@KRISTOFDEWULF

@KRISTOFDEWULF

@KRISTOFDEWULF

#collaborationtour

#insites

#mrx

#newmr

@KRISTOFDEWULF

@KRISTOFDEWULF

“99.9% of the world’s

SMARTEST people don’t

work for us.”

STIVEN KERESTEGIAN, LEGO

@KRISTOFDEWULF

5 conditions for

a perfect storm

#1

@KRISTOFDEWULF

@KRISTOFDEWULF

1. Abundance

@KRISTOFDEWULF

2. Transpa-

rencyTransparency

@KRISTOFDEWULF

3. Hyper

speed

@KRISTOFDEWULF

4. Anyone,

anywhere

@KRISTOFDEWULF

5. Power

shift

@KRISTOFDEWULF

@KRISTOFDEWULF

Limits of the 20th century management model

@KRISTOFDEWULF

60/40

<15

45%

70%

@KRISTOFDEWULF

ABUN-DANCE

TRANS-PARENCY

HYPER

SPEED

ANYONE

ANYWHERE

POWER

SHIFT

So, how can we tackle all of this then?

The new era of

co-everything

#2

@KRISTOFDEWULF

@KRISTOFDEWULF

LEAD

USERSMAKERS

From few lead users to a lot of makers

Digital transformation of business

Internet users

(per 100 people)International Telecommunication

Union, World Telecommunication/ICT

Development Report and database,

and World Bank estimates.

@KRISTOFDEWULF

@KRISTOFDEWULF

They want it!

And Gen Y?

They demand it

@KRISTOFDEWULF

@KRISTOFDEWULF

CONSUMER

ACTIVATEDCONSUMER

CENTRICCONSUMER

ORIENTED

COMPANY

ORIENTED

Where are you?

Co- isn’t short for consumer

@KRISTOFDEWULF

@KRISTOFDEWULF

Insights at the heart of everything

@KRISTOFDEWULF

Across all areas of innovation

Did you directly

talk to a consumer

about your brand or

product?Did you

start a meeting

with a story

on a consumer?

Did you

use your own

brand or product?

Did you learn

something new

about your market?

Did you

do something for

the first time?

@KRISTOFDEWULF

Building your

collaborative

playlist

#3

@KRISTOFDEWULF

@KRISTOFDEWULF

Create a curiosity

culture

Hig

h

Lo

w

Direct Indirect

Level

in t

he o

rgan

izati

on

Relationship with consumers

EXECUTIVES MANAGEMENT

FRONTLINE STAFF

@KRISTOFDEWULF

Involve the whole company

@KRISTOFDEWULF

Develop daily

rituals

1 2 3 4 5 6

7 8 9 10 11 12

13 14 15 16 17 18

19 20 21

@KRISTOFDEWULF

@KRISTOFDEWULF

Always on!

@KRISTOFDEWULF

Think playlist

not checklist

@KRISTOFDEWULF

@KRISTOFDEWULF

1. SMART QUESTIONING

@KRISTOFDEWULF

Why, why, why?

@@KRISTOFDEWULF

On their skin

@KRISTOFDEWULF

Implicit

@KRISTOFDEWULF

Consecutive learning

@KRISTOFDEWULF

2. CLOSE OBSERVING

現場@KRISTOFDEWULF

The real place

@KRISTOFDEWULF

Zoom out

@KRISTOFDEWULF

Zoom in

Auto-ethnography

@KRISTOFDEWULF

@KRISTOFDEWULF

3. CROWD CONNECTING

@KRISTOFDEWULF

Harvest internally

@KRISTOFDEWULF

Power of the crowd

Crowd interpretation

@KRISTOFDEWULF

Co-researchers to the rescue

@KRISTOFDEWULF

@KRISTOFDEWULF

4. REAL-LIFE EXPERIENCING

Leave comfort zone

@KRISTOFDEWULF

Connecting Discovering Getting a drink

Dancing Cooling down Ending the night

@KRISTOFDEWULF

Contextualize

Feel it!

@KRISTOFDEWULF

@KRISTOFDEWULF

Content

Towards the consumer-activated company

ATAG case study

PepsiCo case study

Quinny case study

Q&A

B2B = No Control

@TOMDERUYCK

@TOMDERUYCK

Creating a

Pull Effect

@TOMDERUYCK

From Selling

Products to

Telling Stories

@TOMDERUYCK

A Cook-Centric-Company

Plain text slide!

@TOMDERUYCK

Let’s start the

conversation

@TOMDERUYCK

@TOMDERUYCK

@TOMDERUYCK

Passion for

cooking

@TOMDERUYCK

@TOMDERUYCK

Recognizable

Stories

@TOMDERUYCK

@TOMDERUYCK

Meet & Greet

+ Training

@TOMDERUYCK

@TOMDERUYCK

Believe in the

strategy

@TOMDERUYCK

Feeling the Passion

@TOMDERUYCK

Leverage Consumer

Insights to the Max

@TOMDERUYCK

The Rules of

The Game

Content

Towards the consumer-activated company

ATAG case study

PepsiCo case study

Quinny case study

Q&A

Urbanizationis a trend we can’t beat

On a quest for

universal insights

Immerse into the world

of the Urban ParentInspire entire Quinny team

Understand daily challenges

Context: mobility

Urban Parents Consulting Board

120 urban parents

7 cities

3 weeks

2900 posts

New York

London Berlin

Sao PauloKuala Lumpur

Tokyo

Seoul

Challenge #1Languages

Global generation

Attitude

Skills

Challenge #2Context

Engagement

Different feedback

Higher relevance

65%

2x more visuals

47 vs. 87 words

Challenge #3Engagement

Thanks, Quinny... Now I can show

off the buggy to my other moms

out there and make them jealous

because this buggy is not available

in Malaysia and I OWN it...Yeay!

By Asyikin, Kuala Lumpur

In-sight |’in.sit|

From data touniversal insights

My love for my city is so

big that I’m ready to take

up every challenge accompanied with this

lifestyle

#1

The City for Life Parent

Even with the problems that happen in

this huge city, we love to live here. It

has so many great restaurants, lots of

theatres, shopping malls, parks, the

cultural life is very nice here. SP is

also the financial capital of the country

so lots of business happen here.

Changing experience with people

around the world will help me and my

family to deal with bad stuff that SP

has, making our life more enjoyable.

Clarissa

Besides experiencing the

dynamics of city life, I

want my children to go

‘back to basic’ and not

forget about the authentic

things in life such as

nature

#2

2. Going back to basic

My daughter loves being outside, so

much so that if she wants to go play

outside, she will get her shoes and have

me put them on and the get my shoes and

try to put them on for me. So whether she

is just sitting in the grass exploring or

getting to run around on a playground

she just loves being outside.

Starlitsky

The city can be quite

impersonal and I don’t

want my children to grow

up thinking there are no

people who care about

them”

#3

3. The Modern FamilyMy parents encouraged me to leave the kids at

home with them as they love kids and would be

more than happy to look after them. It is

important in our family that we see the children

grow up and they do not spend hours being looked

after in a daycare center or a babysitter. We love

to keep the ties with the children tight in the

family.

Sontschi

Our families don’t live in Berlin. We Skype

regularly with them. My 15month old daughter

starts to realize, that her grandparents talk to

her through the iPhone or tablet and she loves

it. She waves her hand to them and talks

something in her baby language.

Supersavvy

Although we live in such a

big and sometimes

anonymous city, I really

want my children to feel

safe and at home in our

own neighborhood

#4

4. Getting around

Routine trips are to the store, up

into town to meet friends, to baby

groups and group activities. If

we’re staying local, we use the

stroller because Iz LOVES to face

out and stare at people as we pass,

nosy little biddy.*lol*.

We have regular play groups in our

area, they’re very important for her

socialization and for my sanity!

Some of them have music and

singing, all of them have friends for

her to play with, and we love them.

Bigmamabrown

And…Action!

Creating positivedisruption

Urban parents have many reasons for

loving the city life, but what reason do

parents mention most often when

talking about why they like the city?

A. Good schooling

B. Wide offer of activities

C. Many opportunities

Impact:Repositioning the brand

ME

SK

ILL

SL

OO

KS

WE

From looks to skills, from

me to we

New social currency

New productinnovations

Prioritize product ideas

Guide internal discussions

The story of the

longboardstroller

Partner Studio Peter van Riet

Viral campaign

OVAM Eco Award PRO 2012

Content

Towards the consumer-activated company

ATAG case study

PepsiCo case study

Quinny case study

Q&A

Hot

Takeaways

No need

to brief the

agency

No need

to brief the

agency

Clear

changes in brand

positioning

No need

to brief the

agency

Clear

changes in brand

positioning

Relevant

refinement to the

Max campaign

Challenge accepted?

@KRISTOFDEWULF

Ready It starts with you.

@KRISTOFDEWULF

Set It’s a marathon. Not a sprint.

@KRISTOFDEWULF

Go The world is your playground.

@KRISTOFDEWULF

@kristofdewulf

kristof@insites-consulting.com

@tomderuyck

tom@insites-consulting.com

Thank you!

Questions?