running market research online communities in asian markets - apac esomar conference - direction...
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in Asia
Collaborating
with consumers
Tom De Ruyck Erica Van Lieven
tomderuyck erica_dfirst
Half of the Top 10 emerging markets lie in Asia
tomderuyck erica_dfirst
510 emerging
economies lie
in Asia
Half of the worldrsquos internet
population lives in Asia
tomderuyck erica_dfirst
tomderuyck erica_dfirst
45 of
internet
users from
Asia
tomderuyck erica_dfirst
The majority of the social media users is
connected to brands
tomderuyck erica_dfirst
610 social
network users
are connected to
brands
Asian consumers donrsquot like co-creation amp
collaboration with brands that much
tomderuyck erica_dfirst
tomderuyck erica_dfirst
910 consumers
want to collaborate
with them
tomderuyck erica_dfirst
COMMUNITIES
RESEARCH
4 INGREDIENTS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluation of the
IKEA catalogue 2013
tomderuyck erica_dfirst
From offline focus
groups to online communities
5 reasons
tomderuyck erica_dfirst
tomderuyck erica_dfirst
1 Snapshot of Reality
tomderuyck erica_dfirst
2 Standard evaluation tools
1 Snapshot of Reality
Customers
Potential customers
Lapsed customers
N=50-150
tomderuyck erica_dfirst
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
USA GE P
L IT
CH
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
5 Internal stakeholders not involved
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Understanding the
urban parent
Understanding the urban parent
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Smaller (mobile) screens lead to
less engaged participants
tomderuyck erica_dfirst
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
tomderuyck erica_dfirst
Half of the Top 10 emerging markets lie in Asia
tomderuyck erica_dfirst
510 emerging
economies lie
in Asia
Half of the worldrsquos internet
population lives in Asia
tomderuyck erica_dfirst
tomderuyck erica_dfirst
45 of
internet
users from
Asia
tomderuyck erica_dfirst
The majority of the social media users is
connected to brands
tomderuyck erica_dfirst
610 social
network users
are connected to
brands
Asian consumers donrsquot like co-creation amp
collaboration with brands that much
tomderuyck erica_dfirst
tomderuyck erica_dfirst
910 consumers
want to collaborate
with them
tomderuyck erica_dfirst
COMMUNITIES
RESEARCH
4 INGREDIENTS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluation of the
IKEA catalogue 2013
tomderuyck erica_dfirst
From offline focus
groups to online communities
5 reasons
tomderuyck erica_dfirst
tomderuyck erica_dfirst
1 Snapshot of Reality
tomderuyck erica_dfirst
2 Standard evaluation tools
1 Snapshot of Reality
Customers
Potential customers
Lapsed customers
N=50-150
tomderuyck erica_dfirst
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
USA GE P
L IT
CH
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
5 Internal stakeholders not involved
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Understanding the
urban parent
Understanding the urban parent
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Smaller (mobile) screens lead to
less engaged participants
tomderuyck erica_dfirst
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
tomderuyck erica_dfirst
510 emerging
economies lie
in Asia
Half of the worldrsquos internet
population lives in Asia
tomderuyck erica_dfirst
tomderuyck erica_dfirst
45 of
internet
users from
Asia
tomderuyck erica_dfirst
The majority of the social media users is
connected to brands
tomderuyck erica_dfirst
610 social
network users
are connected to
brands
Asian consumers donrsquot like co-creation amp
collaboration with brands that much
tomderuyck erica_dfirst
tomderuyck erica_dfirst
910 consumers
want to collaborate
with them
tomderuyck erica_dfirst
COMMUNITIES
RESEARCH
4 INGREDIENTS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluation of the
IKEA catalogue 2013
tomderuyck erica_dfirst
From offline focus
groups to online communities
5 reasons
tomderuyck erica_dfirst
tomderuyck erica_dfirst
1 Snapshot of Reality
tomderuyck erica_dfirst
2 Standard evaluation tools
1 Snapshot of Reality
Customers
Potential customers
Lapsed customers
N=50-150
tomderuyck erica_dfirst
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
USA GE P
L IT
CH
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
5 Internal stakeholders not involved
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Understanding the
urban parent
Understanding the urban parent
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Smaller (mobile) screens lead to
less engaged participants
tomderuyck erica_dfirst
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
Half of the worldrsquos internet
population lives in Asia
tomderuyck erica_dfirst
tomderuyck erica_dfirst
45 of
internet
users from
Asia
tomderuyck erica_dfirst
The majority of the social media users is
connected to brands
tomderuyck erica_dfirst
610 social
network users
are connected to
brands
Asian consumers donrsquot like co-creation amp
collaboration with brands that much
tomderuyck erica_dfirst
tomderuyck erica_dfirst
910 consumers
want to collaborate
with them
tomderuyck erica_dfirst
COMMUNITIES
RESEARCH
4 INGREDIENTS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluation of the
IKEA catalogue 2013
tomderuyck erica_dfirst
From offline focus
groups to online communities
5 reasons
tomderuyck erica_dfirst
tomderuyck erica_dfirst
1 Snapshot of Reality
tomderuyck erica_dfirst
2 Standard evaluation tools
1 Snapshot of Reality
Customers
Potential customers
Lapsed customers
N=50-150
tomderuyck erica_dfirst
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
USA GE P
L IT
CH
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
5 Internal stakeholders not involved
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Understanding the
urban parent
Understanding the urban parent
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Smaller (mobile) screens lead to
less engaged participants
tomderuyck erica_dfirst
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
tomderuyck erica_dfirst
45 of
internet
users from
Asia
tomderuyck erica_dfirst
The majority of the social media users is
connected to brands
tomderuyck erica_dfirst
610 social
network users
are connected to
brands
Asian consumers donrsquot like co-creation amp
collaboration with brands that much
tomderuyck erica_dfirst
tomderuyck erica_dfirst
910 consumers
want to collaborate
with them
tomderuyck erica_dfirst
COMMUNITIES
RESEARCH
4 INGREDIENTS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluation of the
IKEA catalogue 2013
tomderuyck erica_dfirst
From offline focus
groups to online communities
5 reasons
tomderuyck erica_dfirst
tomderuyck erica_dfirst
1 Snapshot of Reality
tomderuyck erica_dfirst
2 Standard evaluation tools
1 Snapshot of Reality
Customers
Potential customers
Lapsed customers
N=50-150
tomderuyck erica_dfirst
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
USA GE P
L IT
CH
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
5 Internal stakeholders not involved
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Understanding the
urban parent
Understanding the urban parent
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Smaller (mobile) screens lead to
less engaged participants
tomderuyck erica_dfirst
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
tomderuyck erica_dfirst
The majority of the social media users is
connected to brands
tomderuyck erica_dfirst
610 social
network users
are connected to
brands
Asian consumers donrsquot like co-creation amp
collaboration with brands that much
tomderuyck erica_dfirst
tomderuyck erica_dfirst
910 consumers
want to collaborate
with them
tomderuyck erica_dfirst
COMMUNITIES
RESEARCH
4 INGREDIENTS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluation of the
IKEA catalogue 2013
tomderuyck erica_dfirst
From offline focus
groups to online communities
5 reasons
tomderuyck erica_dfirst
tomderuyck erica_dfirst
1 Snapshot of Reality
tomderuyck erica_dfirst
2 Standard evaluation tools
1 Snapshot of Reality
Customers
Potential customers
Lapsed customers
N=50-150
tomderuyck erica_dfirst
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
USA GE P
L IT
CH
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
5 Internal stakeholders not involved
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Understanding the
urban parent
Understanding the urban parent
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Smaller (mobile) screens lead to
less engaged participants
tomderuyck erica_dfirst
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
tomderuyck erica_dfirst
610 social
network users
are connected to
brands
Asian consumers donrsquot like co-creation amp
collaboration with brands that much
tomderuyck erica_dfirst
tomderuyck erica_dfirst
910 consumers
want to collaborate
with them
tomderuyck erica_dfirst
COMMUNITIES
RESEARCH
4 INGREDIENTS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluation of the
IKEA catalogue 2013
tomderuyck erica_dfirst
From offline focus
groups to online communities
5 reasons
tomderuyck erica_dfirst
tomderuyck erica_dfirst
1 Snapshot of Reality
tomderuyck erica_dfirst
2 Standard evaluation tools
1 Snapshot of Reality
Customers
Potential customers
Lapsed customers
N=50-150
tomderuyck erica_dfirst
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
USA GE P
L IT
CH
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
5 Internal stakeholders not involved
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Understanding the
urban parent
Understanding the urban parent
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Smaller (mobile) screens lead to
less engaged participants
tomderuyck erica_dfirst
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
Asian consumers donrsquot like co-creation amp
collaboration with brands that much
tomderuyck erica_dfirst
tomderuyck erica_dfirst
910 consumers
want to collaborate
with them
tomderuyck erica_dfirst
COMMUNITIES
RESEARCH
4 INGREDIENTS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluation of the
IKEA catalogue 2013
tomderuyck erica_dfirst
From offline focus
groups to online communities
5 reasons
tomderuyck erica_dfirst
tomderuyck erica_dfirst
1 Snapshot of Reality
tomderuyck erica_dfirst
2 Standard evaluation tools
1 Snapshot of Reality
Customers
Potential customers
Lapsed customers
N=50-150
tomderuyck erica_dfirst
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
USA GE P
L IT
CH
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
5 Internal stakeholders not involved
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Understanding the
urban parent
Understanding the urban parent
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Smaller (mobile) screens lead to
less engaged participants
tomderuyck erica_dfirst
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
tomderuyck erica_dfirst
910 consumers
want to collaborate
with them
tomderuyck erica_dfirst
COMMUNITIES
RESEARCH
4 INGREDIENTS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluation of the
IKEA catalogue 2013
tomderuyck erica_dfirst
From offline focus
groups to online communities
5 reasons
tomderuyck erica_dfirst
tomderuyck erica_dfirst
1 Snapshot of Reality
tomderuyck erica_dfirst
2 Standard evaluation tools
1 Snapshot of Reality
Customers
Potential customers
Lapsed customers
N=50-150
tomderuyck erica_dfirst
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
USA GE P
L IT
CH
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
5 Internal stakeholders not involved
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Understanding the
urban parent
Understanding the urban parent
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Smaller (mobile) screens lead to
less engaged participants
tomderuyck erica_dfirst
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
tomderuyck erica_dfirst
COMMUNITIES
RESEARCH
4 INGREDIENTS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluation of the
IKEA catalogue 2013
tomderuyck erica_dfirst
From offline focus
groups to online communities
5 reasons
tomderuyck erica_dfirst
tomderuyck erica_dfirst
1 Snapshot of Reality
tomderuyck erica_dfirst
2 Standard evaluation tools
1 Snapshot of Reality
Customers
Potential customers
Lapsed customers
N=50-150
tomderuyck erica_dfirst
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
USA GE P
L IT
CH
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
5 Internal stakeholders not involved
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Understanding the
urban parent
Understanding the urban parent
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Smaller (mobile) screens lead to
less engaged participants
tomderuyck erica_dfirst
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
COMMUNITIES
RESEARCH
4 INGREDIENTS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluation of the
IKEA catalogue 2013
tomderuyck erica_dfirst
From offline focus
groups to online communities
5 reasons
tomderuyck erica_dfirst
tomderuyck erica_dfirst
1 Snapshot of Reality
tomderuyck erica_dfirst
2 Standard evaluation tools
1 Snapshot of Reality
Customers
Potential customers
Lapsed customers
N=50-150
tomderuyck erica_dfirst
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
USA GE P
L IT
CH
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
5 Internal stakeholders not involved
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Understanding the
urban parent
Understanding the urban parent
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Smaller (mobile) screens lead to
less engaged participants
tomderuyck erica_dfirst
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
tomderuyck erica_dfirst
Evaluation of the
IKEA catalogue 2013
tomderuyck erica_dfirst
From offline focus
groups to online communities
5 reasons
tomderuyck erica_dfirst
tomderuyck erica_dfirst
1 Snapshot of Reality
tomderuyck erica_dfirst
2 Standard evaluation tools
1 Snapshot of Reality
Customers
Potential customers
Lapsed customers
N=50-150
tomderuyck erica_dfirst
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
USA GE P
L IT
CH
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
5 Internal stakeholders not involved
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Understanding the
urban parent
Understanding the urban parent
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Smaller (mobile) screens lead to
less engaged participants
tomderuyck erica_dfirst
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
Evaluation of the
IKEA catalogue 2013
tomderuyck erica_dfirst
From offline focus
groups to online communities
5 reasons
tomderuyck erica_dfirst
tomderuyck erica_dfirst
1 Snapshot of Reality
tomderuyck erica_dfirst
2 Standard evaluation tools
1 Snapshot of Reality
Customers
Potential customers
Lapsed customers
N=50-150
tomderuyck erica_dfirst
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
USA GE P
L IT
CH
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
5 Internal stakeholders not involved
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Understanding the
urban parent
Understanding the urban parent
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Smaller (mobile) screens lead to
less engaged participants
tomderuyck erica_dfirst
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
From offline focus
groups to online communities
5 reasons
tomderuyck erica_dfirst
tomderuyck erica_dfirst
1 Snapshot of Reality
tomderuyck erica_dfirst
2 Standard evaluation tools
1 Snapshot of Reality
Customers
Potential customers
Lapsed customers
N=50-150
tomderuyck erica_dfirst
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
USA GE P
L IT
CH
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
5 Internal stakeholders not involved
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Understanding the
urban parent
Understanding the urban parent
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Smaller (mobile) screens lead to
less engaged participants
tomderuyck erica_dfirst
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
tomderuyck erica_dfirst
1 Snapshot of Reality
tomderuyck erica_dfirst
2 Standard evaluation tools
1 Snapshot of Reality
Customers
Potential customers
Lapsed customers
N=50-150
tomderuyck erica_dfirst
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
USA GE P
L IT
CH
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
5 Internal stakeholders not involved
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Understanding the
urban parent
Understanding the urban parent
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Smaller (mobile) screens lead to
less engaged participants
tomderuyck erica_dfirst
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
tomderuyck erica_dfirst
2 Standard evaluation tools
1 Snapshot of Reality
Customers
Potential customers
Lapsed customers
N=50-150
tomderuyck erica_dfirst
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
USA GE P
L IT
CH
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
5 Internal stakeholders not involved
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Understanding the
urban parent
Understanding the urban parent
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Smaller (mobile) screens lead to
less engaged participants
tomderuyck erica_dfirst
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
Customers
Potential customers
Lapsed customers
N=50-150
tomderuyck erica_dfirst
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
USA GE P
L IT
CH
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
5 Internal stakeholders not involved
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Understanding the
urban parent
Understanding the urban parent
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Smaller (mobile) screens lead to
less engaged participants
tomderuyck erica_dfirst
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
USA GE P
L IT
CH
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
5 Internal stakeholders not involved
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Understanding the
urban parent
Understanding the urban parent
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Smaller (mobile) screens lead to
less engaged participants
tomderuyck erica_dfirst
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
5 Internal stakeholders not involved
4 Quality inconsistency
3 Limited range of participants
2 Standard evaluation tools
1 Snapshot of Reality
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Understanding the
urban parent
Understanding the urban parent
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Smaller (mobile) screens lead to
less engaged participants
tomderuyck erica_dfirst
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
tomderuyck erica_dfirst
Understanding the
urban parent
Understanding the urban parent
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Smaller (mobile) screens lead to
less engaged participants
tomderuyck erica_dfirst
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
Understanding the
urban parent
Understanding the urban parent
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Smaller (mobile) screens lead to
less engaged participants
tomderuyck erica_dfirst
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
tomderuyck erica_dfirst
Smaller (mobile) screens lead to
less engaged participants
tomderuyck erica_dfirst
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
tomderuyck erica_dfirst
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
tomderuyck erica_dfirst
Evaluating
Package Innovations
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
tomderuyck erica_dfirst
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
tomderuyck erica_dfirst
The role of the moderator is more
important in Asian markets
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
Adapt your approach when
managing communities in Asia
Motivations
Topics amp challenges
Moderator role
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
tomderuyck erica_dfirst
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
Identifying Sleeping problems
tomderuyck erica_dfirst
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING IN CHINA
SLEEPING PROBLEMS
REVIEW SOLUTIONS
PHILIPS BRAND AND SOLUTIONS
tomderuyck erica_dfirst
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
tomderuyck erica_dfirst
Technique Consumers as culture
experts
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
tomderuyck erica_dfirst
360deg view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
4 takeaways when
managing communities
in Asia
Holistic view ndash More amp diversity
Mobile ndash Contextual amp personal information
Local by default
Use co-researchers for sensitive topics
tomderuyck erica_dfirst
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
THANK YOU
Questions
linkedincomintomderuyck
tomderuyck
tominsites-consultingcom
Tom De Ruyck (InSites Consulting)
Managing Partner amp Head of Consumer Consulting Boards
linkedincominericavanlieven
erica_dfirst
ericavanlievendirectionfirstcom
Erica Van Lieven (Direction First)
Managing Director
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