consumer insights inspire the nightlife experience of tomorrow

Head of Research Communities,

InSites Consulting

Tom De Ruyck

International Market Research Manager,

Heineken International

Henk Eising

Consumer insights inspire the nightlife experience of tomorrow

The historical legacy behind Heineken’s

design credence is what led the brand

to pursue its progressive roots

and encourage emerging designers

Challenges Involve young designers in a vision on the future?

Facilitate co-creation among the design team?

Engage trendy clubbers from all over the world?

Report findings to designers and select ideas?

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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

How to create the club of tomorrow?

Join forces with a multidisciplinary group of designers

Facilitate co-creation among the design team

How to create the club of tomorrow?

Join forces with a multidisciplinary group of designers

Facilitate co-creation among the design team

Connect with clubbers and understand their journey

Online Research Community

Understanding the journey of clubbers

PARTICIPANTS

120 COUNTRIES

20 Clubbing

design-savvy

Heineken

The Heineken concept club community

Clubbing experience

Role of clubbing Review of the

Ideal experience

nightlife experience

Join forces with a multidisciplinary group of designers

Facilitate co-creation among the design team

Connect with clubbers and understand their journey

Report the findings to the designers & select the ideas

How to create the club of tomorrow?

Connecting Discovering Getting a drink

Dancing Cooling down Ending the night

The layout takes a cue from

the nightlife journey of clubbers

Join forces with a multidisciplinary group of designers

Facilitate co-creation among the design team

Connect with clubbers and understand their journey

Report the findings to the designers & select the ideas

The result?

How to create the club of tomorrow?

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.

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.

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.

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.

Clubbers are invited to express their thoughts

on an origami-shaped wall.

Instant pictures provide

to take home.

you with a tangible memory

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 young designers in a vision on the future?

Facilitate co-creation among the design team?

Engage trendy clubbers from all over the world?

Report findings to designers and select ideas?

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Market research works for creative professions Let’s be creative in research communication

The Heineken Concept Club

@tomderuyck henk.eising@heineken.com