Consumer Insights,

source of Innovation

How to move from ”Product Centric” to ”Consumer Centric” in the

Organisation.

Based on our personal experience and best practices

Corinne Rosinski – 2008 (update in 2011)

2

Objectives of this presentation

Review the importance of Consumer Insights for Innovation

Explore powerful approaches for “Consumer Centricity”

I

The Importance of Consumer

Insights for Innovation

4

Swatch

Magnum

Twingo

Espace

Nike

Post-it

McDonalds

Apple

Ryanair

MTV

. . .

New paradigm -> destabilize, rupture… cf. Freud, techno, Einstein,GSM, internet, Google…

The category is different “before. . . and after”.

There is “revolution” and not simply an “evolution”.

The Mechanism of strong brands

Invent a new territory

Change the values, the rules of the game

Previous values become old-fashioned

They are the prototype

the first. . .

the real one (real thing)

There is a new vision, a redefinition of the category

5

Examples of new paradigm: Dove

6

Examples of new paradigm: Senseo

7

Examples of new paradigm: Swiffer

8

Examples of new paradigm: ebay

9

Examples of new paradigm: Rabobank

10

Examples of new paradigm: tripadvisor

11

NEW

INTERESTING

Existing

products/services (innovation content

weak

no coherence with

needs and expectations)

Me too

Evolution

improvements

Gadget

Real

innovation (revolution)

± + + +

±

+

+ +

The Innovation Matrix

12

Consumer Insights

“Penetrating understanding

which provides hooks or clues

for brand building

opportunities.”

Insights are opportunities to

create value for consumers, to

improve aspects of their lives

Insights

13

Consumer Insights

14

Deep Insights into

Consumer Needs (today’s & future)

inspiring basis

Market Monitoring

(Continuous Research)

Reconnect/

Direct consumer contacts

Digital anthropology/

Trends

Generation Participation/

Co-creation with

consumers

Traditional Market

Research (Ad Hoc Research)

Communication

Activation

Strategic opportunities Innovations

Brands’ growth

Client’s management

Brandkey

Ad brief ……

ideas

Creativity!

Great Consumer Insights are the basis for great marketing

Ethnographic research/

Observations

15

Powerful approaches for “Consumer Centricity”

A- Ethnographic Research / Observations

B- Reconnect/Direct consumer contacts

C- Digital anthropology/Trends

D- Generation Participation/Co-creation with consumers

E- Creativity

II

Powerful approaches for

“Consumer Centricity”

A- Ethnographic Research/

Observations

17

“When people find themselves needing to get a job done,

they hire products to do that job for them.

The Marketer’s task is to understand what jobs periodically

arise in customers‟ lives for which they might hire

products the company could make.”

These jobs will point the way to purposeful

products… and genuine innovation.

In search of opportunity areas: « jobs to be done »

18

Conventional research: representative sample –Product

Test clear feed-back, product improvements…but no

impact on sales!

“one size fits none” product!

New research: Observations in a restaurant all day long

2 distinct jobs:

1. Early morning customers (commuters)

- Job: make the long, boring commute more interesting

- Product expectations: save off hunger until noon, convenient and

clean “with one free hand”.

2. Kids (families)

- Job: in addition to complete meals for the children: milk-shake =

an innocuous way to please the kids.

- Product was too thick for this job!

Very clear to understand which improvements would get these jobs

done even better!

Source: Harvard Business Review Dec. 2005: “Marketing Malpractice-The Cause and the Cure” (C.M.

Christensen, S. Cook, T. Hall)

An example: Milk shake in a fast-food restaurant

(U.S.A. case)

19

Examples of jobs to be done: cleaning

20

This way…?

Examples of jobs to be done: cleaning

21

…Or this way…?

Examples of jobs to be done: cleaning

22

A User: 7 different wash loads…

Examples of jobs to be done: Sorting of the laundry

23

Another user…

Dark colours at 40°

Whites at 90°

Examples of jobs to be done: Sorting of the laundry

24

Ethnographic Research: example:

Room girl 12 years old

25

Ethnographic Research: example:

Room boy 15 years old

II

Powerful approaches for

“Consumer Centricity”

B- Reconnect/Direct consumer

contacts

27

The Importance of Direct Consumer Contacts

28

Why Reconnect: the importance of personal experience

”What I hear

I forget,

What I see

I remember,

What I do

I know”

Chinese Proverb

29

Intuition

Confidence

Mindset change

(consumer focus)

Proactivity

Foresight

Passion/

Willingness to

satisfy the

consumer

Personal

development/

Rounded

marketeers

And… +

What do you gain from greater “consumer connection”

30

Brand Innovation Generator „BIG‟®

1. IMMERSION Briefing

Core / extended team

building

Review existing

knowledge

Kick-off meeting

2. EXPLORATION Reconnect process

Be them

With them

About them

4. GENERATION Brand vision and

identity based on

relevant insight platforms

The creativity shaker:

innovation ideas (new

products, communication,

activation)

3. TRANSFORMATION Light my fire process

Observations

Insights

Insight platforms

31

Interactive Trend Innovation Shaker « ItIs » ®

1. FEED Briefing- scope (business

opportunity, e.g. trend, target

group, new category…)

Core/extended team building

Desk research

Kick-off meeting including

presentation of learning’s from

desk research

2. FEEL Consumer Safaris: (accompanied interviews or

direct consumer contacts)

« The closer you are to

someone, the more you’ll get to

know them »

4. TASTE Output creativity:

concepts boards (idea,

insight, proposition…)

including illustration

3. SHAKE Share feelings, observations

Consumer insight platforms

The Creative Shaker:

innovation ideas (new

products, communication,

activation)

32

Consumer Day (C-Day)

Objective: to organise a “Consumer Day” involving members of

different departments: Management, Marketing, R&D, Commercial...

The overall objectives are twofold:

– Put the client‟s Staff in “direct contact” with their consumers.

This experience is very useful to develop the “consumer focus” and raise

“insightfulness habits” of teams.

– Generate useful “consumer insights” in order to feed the client‟s strategy

and action plans, i.e. identify levers to develop brands and category growth.

II

Powerful approaches for

“Consumer Centricity”

C- Digital anthropology/Trends

34

The Power of the Web

C is for Content. The GENERATION C phenomenon captures the

avalanche of consumer generated content that is building on the Web,

adding tera-peta bytes of new text, images, audio and video on an

ongoing basis.

“We are all creatives, and our creativity is being unleashed in unprecedented

ways, because we have the hardware, the software, the skills, and, via new

distribution channels, an audience... and permission.”

+ =

35

In search for inspiration?

What is in your pocket?

36

In search for inspiration?

What is in your bag?

37

In search for inspiration?

Fashion in the streets of Japan

38

About Youth…

In search for inspiration?

39

Opinions about companies, brands, products, services…

40

Opinions about companies, brands, products, services…

41

Digital anthropology…be connected!

42

Google Alerts to keep you in the picture

43

Many trendwatching companies…

44

And their (free) newsletters

45

Trends Point of view Innovation

Making Money…

46

Trends intelligence that explains the breadth of consumers‟ increasingly

complex behaviours can be used to identify current and emerging

consumer pressure points. It enables the development of future-facing

strategies and executions that touch these nerve points, eliciting powerful

connections with the modern consumer.

Trends intelligence fuels innovation: source of fresh stimulus for

generating new ideas, to identify emerging opportunities.

The use of Trends Intelligence for Marketing

Springboard for Creativity

47

Drivers Trends Platforms

(Causes:

psycho/sociological,

economic,

demographic,

politic…)

(A global macro-

trend. One of key

areas of energy in

societal, consumer

and brand behaviour

today.)

(The concrete

manifestations-

consumer/brand

behaviours- of this trend in

the society- illustrated with

examples)

Trends intelligence framework

48

Stress of Modern Life

Globalisation and

multiculturalism

New Connectivity

Transparent society

Self-reliant society

Information knowledge

and management

Key Trends and platforms: examples1)

1) Source: HeadlightVision - Global Behaviour Energies

49

An example: Stress of Modern Life

50

In an accelerating society, time has become the most valued

commodity of the 21st century. Stress and frustration levels are

rising across much of the developed world as time-poor consumers

attempt to pursue multiplying lifestyle choices.

An example: Stress of Modern Life

Strategies for maximising the value of this increasingly precious commodity

51

Stress of Modern Life: drivers

Complexing lives: a mass of lifestyles & roles

Seeing more, wanting more: cf. global communication networks

24/7 access

Accelerated culture: instant response, instant gratification

Information overload

Speed stress: increased pressure of time and sense of urgency

52

Time efficiency

Life simplification

Stress of Modern Life: platforms + examples (1)

53

Time intensification

Chill-out culture

Fantasy immersion Disneyland

Nike Town

David Lloyd

Stress of Modern Life: platforms + examples (2)

II

Powerful approaches for

“Consumer Centricity”

D- Generation Participation/Co-

creation with consumers

55

The Participative Trend

How to unleash this

participative trend and the

power of web 2.0:

– For great marketing

– For even more inspiring

consumer insights

From consumption society to

participative society

56

Blogs by TrendWatching

57

58

59

Generation Participation

Social networks, communities, blogs…

Better educated consumers /more critical mindset/more self-confidence re. external world/technology…

Active involvement of the consumers/dialogue. Want to give their opinion, participate, co-create .

Will determine the future of brands, at least partially…

Transfer of power to the consumers!

Consumers = Actors (>< target groups).

From “1 way communication” to “2 ways communication” /direct feed-back loop.

60

Some new P‟s for Marketing…

“The way that brands engage their targets has shifted from

interruption and monologue, to engagement and dialogue.”

“It’s no longer about searing messages on the brain. The old “4 P’s”

of product, price, place and promotion are being supplanted by some

new P’s: permission, participation, perspectives and

personalisation.”1)

1) Source: Terry Willie, CEO Hall & Partners

61

Drivers of Generation P1)

1) Source: Thierry Maillet – Generation Participation

Science &

technology

62

Drivers of Generation P1)

1) Source: Thierry Maillet – Generation Participation

Feminine values

63

Drivers of Generation P1)

1) Source: Thierry Maillet – Generation Participation

Education

64

Drivers of Generation P1)

1) Source: Thierry Maillet – Generation Participation

Open World

65

What‟s next for brands?

Opportunity or Threat?1)

Opportunity:

Adopt “2 ways communication”.

Stronger bonds with our consumers (love brands).

Co-creation with the consumers/ financial involvement.

Positive word-of-mouth amplification (no need for massive GRP!).

1) Source: Blog Vox Populi® BABM Seminar – October 2007

66

What‟s next for brands?

Opportunity or Threat?1)

Threat:

If we do not embrace these changes today.

Negative snow-ball effect if negative story, dissatisfied consumers…

1) Source: Blog Vox Populi® BABM Seminar – October 2007

“Healthy Challenge” for Marketers!

Pressure to be better…

67

LET IT GO … TO SURVIVE Alan Lafley CEO

68

SPECTATORS

(Passive Receivers)

COMMUNICATORS

(Send to friends, create buzz)

POSTERS

(Put Content, give suggestions)

CREATORS

(Co-create)

Innovators, Designers…

“Remixers”

The Pyramid of Participation

69

SPECTATORS

(Passive Receivers)

COMMUNICATORS

(Send to friends, create buzz)

POSTERS

(Put Content, give suggestions)

CREATORS

(Co-create)

Innovators, Designers…

“Remixers”

The Pyramid of Participation

70

A Dove movie as big hit on the internet

Results:

Bring the Dove message on a new, “viral” way Winning different “Grand Prix” in Cannes Over 7.000.000 views worldwide 23% of the Belgian online population have seen the movie A parody!

De standaard

71

SPECTATORS

(Passive Receivers)

COMMUNICATORS

(Send to friends, create buzz)

POSTERS

(Put Content, give suggestions)

CREATORS

(Co-create)

Innovators, Designers…

“Remixers”

The Pyramid of Participation

72

http://www.danone.com/wps/portal/jump/DanoneEtVous.Encyclo.VosEchanges

73

http://www.onvotetouspourdanette.com/

74

http://www.onvotetouspourdanette.com/

75

76

77

SPECTATORS

(Passive Receivers)

COMMUNICATORS

(Send to friends, create buzz)

POSTERS

(Put Content, give suggestions)

CREATORS

(Co-create)

Innovators, Designers…

“Remixers”

The Pyramid of Participation

78

Co-creation / Customer Made

“The phenomenon of corporations creating goods, services and experiences in close

cooperation with experienced and creative consumers, tapping into their intellectual

capital, and in exchange giving them a direct say (and rewarding them for) what

actually gets produced, manufactured, developed, designed, serviced, processed.”

[source: TrendWatching.com]

Why are customers interested in co-creating?

Status

Bespoke lifestyle

Cold hard cash

Employment

Fun and involvement

79

http://www.concoursliebig.fr/

80

http://www.liebig.fr/pages/produits_liebig/produits.php?id=57

http://www.campbell.soup.be

81

82

83

84

http://www.nespresso.com/design

85

86

87

Seth Godin

“If you’ve got something great, today is the

best time to be in marketing ever”

88

RELEVANCE

EMPATHY AUTHENTICITY

“The most important rule for Marketers who wish to use Web 2.0 is simple. In a world of brand messages driven by relevance, authenticity and relationships, “Your ads can’t suck”.

Mark Zuckerberg – CEO FaceBook

Return On Interestingness

89

The Challenge for Marketing

Be more “alert”

Change the Mindset change: “listen/share/dialogue” instead of “impose”

Be more disciplined

Honesty trust relationships

Relevance “win-win”

Instant capacity to react

Marketers becoming “moderators” with consumers

Be Modest…and Participate!

90

Generation Participation implies a paradigm shift in the producer/consumer relationships: letting go of control, and realising that the entire world could be your advisor…

A paradigm shift for Marketing, Communication, Innovations, Retail… and Market Research!

91

Changing rules

A paradigm shift for Market Research

There are new ways to do research, next to classical research:

More interesting ways to have conversations with your consumers

More focus on experience

Use digital technology to make research more insightful and timely

Getting close in ways and places in which people live and interact

Be open with them, come clean about what we are trying to understand or

accomplish, and asking for their help

92

Changing rules

A paradigm shift for Market Research

Research 2.0!

With the era of online mass participation and user-generated content

will come the next generation of more creative and interactive online

research tools.

Reseach 2.0 will listen, watch, immerse, interact and

co-create on an unprecedented scale.

93

Source: Pete Comle -Research World October 2006

Changing rules

A paradigm shift for Market Research

Research 1.0 Something we did to people

“Respondents”

Transactional analysis:

Parent <> Child relationship

“1 way”

Research 2.0 Something we do with people

“Customers”, “Stakeholders”

Transactional analysis:

Adult <> Adult relationship

“2 ways” – dialogue, co-creation…

94

From “Traditional Research” to

“Participative Research”

95

Vox Populi® online platform1)

From “traditional research” to “participative research”

Vox Populi Blog®:

A new generation of qualitative research

Vox Populi ID Box®: The new creative and participative idea box

Vox Populi Quali-Quanti®: Online survey combining

The depth of quali with the scope of quanti

1) Vox Populi® is a registered and copywrite brand & marketing platform developed, managed and owned by JPCR

Vox Populi Co-Creation Communities® A permanent platform to feed brands with ideas from consumers

NEW!

Vox Populi Blog®:

A new generation of qualitative

research (since early 2007)

97

Vox Populi Blog®: a new generation of qualitative

research

What it is/How it works:

An « ad-hoc » Online Community of +/- 30 consumers (15 FRA + 15 NLD), during a

period of +/- 2 weeks (NB. The number + period is indicative – can be adapted

according to research scope/needs)

Recruited « ad-hoc » for the purpose of the study + individual interview prior the

start of the blog

Daily connection with these consumers during 15 days (JPCR moderators FR/NL).

Individual answers + collective perspectives (interaction)

Opportunity for the client to view all comments/input posted by the bloggers +

interact through JPCR + flexibility for extra questions

Complete Report + In-depth analysis/key insights and recommendations by

JPCR

Opportunity for the client to actively use the full database of “verbatims”, for

instance by using the “search engine”

The blog is secured according to available online standards

98

Vox Populi Blog®: 3 Broad Types of benefits

Proximity of the experience

• More in-depth, into people intimacy

• « In-vivo »

• Natural environment, flexible

• Possibility to give missions to people

• Rich material collected (verbatims + photos, videos, links…)

• Consumer connection for the Client team

Individual + Collective

• Individual answers first

• Collective interaction

• Participative research (motivation high)

• No influence of group leader/moderator

Over a « long » period

• Spontaneous + “well thought” feed-back (maturity/microcosm)

• Evolutive & interactive research – “sequential recycling”

• Give “missions” to people…

99

Vox Populi Blog®: wide application opportunities

Wide application opportunities + all sectors: ideal for “wide scope” + very

actionable: for examples:

– Ethnographic research (incl. consumer “reportages”, photos, video reportages…)

– Usage & attitudes

– 360° on a theme from consumer perspective

– Brand 360°: image/word-of-mouth+ all aspects of the mix/points of contacts…

– Creative/development research- Co-creation with the consumers.

– Home Product Use Blog (send products for home usage).

– “Stimuli” research: advertising, concepts, packs, website, activation…

– Shoppe Research

– …

Flexibility of the tool:

– Different panel sizes, different periods according to research scope & needs.

– Also difficult targets

– Also possibility of panel “ambassadors” over a long period/through different waves…

Consumers and also experts (e.g. doctors, pharmacists, etc).

B2C and B2B.

…

100

Vox Populi Blog®: In practice...

101 101

Welcome participants, presentation of the subject

102 102

Presentation of the participants

103

Presentation of the participants

104 104

Themes, questions...

105 105

Richness of verbatims

106 106

Richness of verbatims

107

Richness of verbatims

108

Group dynamic: interaction between participants

109

Group dynamic: discussion forum to stimulate

interaction between participants

110

Group dynamic: interaction moderator - participants

112

Richness of the Stimuli to be tested (photos, videos, links...)

Paco Emma Aldo Theo

113

Richness of the Stimuli to be tested (photos, videos, links...)

114 114

Richness of the Stimuli to be tested (concepts, links, videos,...)

Paco Emma Aldo Theo

116 116

Opportunity to give missions to people, e.g. Mystery

Shopping

117

Richness of the output

Noukie’s cela fait penser à un nounours tout doux

Cela fait penser également à Noukie’s :

Noukie’s = bisous et maman

Noukie’s = tendresse

Cela me fait penser aussi à Noukie’s :

Noukie’s, cela fait penser aussi à une praline toute fondante et

délicieuse. C’est vrai, non ?

Les animaux me font penser aussi à Noukie’s

Richness of the Output: Example: Noukie‟s collage « As is »

Voilà, je trouve que la dernière image illustre bien le côté doux, moelleux et chaud. Quoi de plus confortable que le ventre de sa maman ? Dans toutes ces images, je trouve qu’on retrouve l’apaisement, le confort, le bien-être et la tranquillité. Comme musique, j’en ai plusieurs en tête et de style différents qui me tiennent à cœur : Millésime d’Obispo, La preuve par trois de Zazie ( c’est avec celle-ci que j’ai annoncé à mon mari que nous allions avoir un bébé) Une chanson de Marie Myriam je crois : Cadeau (je ne suis pas très sûre du titre mais c’est une mère qui parle à son enfant. Elle lui explique tout ce qu’elle a déjà fait gratuitement pour lui alors que l’enfant rechigne à lui rendre un petit service). Une chanson de Lynda Lemay qui parle de la naissance d’un enfant mais j’ai oublié le titre. Et enfin, plus classique, « La méditation de Thaïs » de Massenet. Je vois évoluer ces personnages dans un monde style le village dans les nuages. Nouky aurait une maison aux formes rondes et aux couleurs pastel. Je l'imagine bien rouler dans une voiture faite de nuages et de cœurs. Une maison où les fenêtres seraient des cœurs, dans le jardin, des arbres porteraient des fruits en forme de cœur. Quand je pense à la marque Noukie's, je vois un milieu moelleux, doux et chaud...

Richness of the Output: Example: Noukie‟s collage « As is »

Ik verwacht dat

Nouky's haar

imago gaat

moderniseren in

de toekomst met

meer kleur. De

collectie Kaya en

Pinto was al een

stap in die richting.

Een hele mooie

trouwens!

Noukie’s Tomorrow

Example: Noukie‟s collage « To be »

J'imagine bien Noukie's rester vraiment destinés aux petits. Pour le moment, ce sont déjà une série d'objets, je pense qu'élargir la gamme à des meubles pour la chambre pourrait beaucoup plaire (berceau, lit, garde robe, armoire,...) D'autre part, j'ai collecté une série d'images qui ont trait à des salles de psychomotricité ou plaine de jeux : je trouve que Noukie's pourrait essayer de développer cet aspect : observer ce qui favorise le développement des petits et créer des jeux dont pourraient ses servir les familles et pourquoi pas les animateurs, psychomotriciens,... d'autre part, j'imaginerais assez bien que noukie's se développe grâce à des activités : sortir de la fabrication d'objets et s'orienter en plus vers des animations d'ateliers,... (en plus, pas à la place) évidemment, ça change l'optique mais pourquoi pas d'ici 5 ans...

Richness of the Output: Example: Noukie‟s collage « To be »

Mijn badkamer is een piepklein kamertje, met douche en lavabo. Door heel wat creatief denkwerk (en de catalogus van Ikea) heb ik toch aardig wat bergruimte kunnen creeëren voor de was en de plas. Om een groter gevoel van ruimte te scheppen heb ik mijn badkamer destijds lichtgrijs geverfd, met witte en metalic accenten. De WC is apart. Daar heb ik een soort van festivalWC van gemaakt. ik ben altijd graag naar festivals gegaan en wou 'iets' doen met al die toegangskaarten en gadgets die je daar kan krijgen. Heb er iets speels van gemaakt en al mijn WC bezoekes vinden het tot hiertoe een geslaagd concept. Ik geef ook nog graag mee dat hij in het framboosrood geverfd is.

Ann D.

C'est la clarté et les bonnes senteurs!

Véronique S.

Bin pour moi la toilette n'était pas un

endroit très poétique vu les besoins qu'on

doit y faire mais depuis que je l'ai

transformée ,colorée c'est devenu un

mini parc d'attraction.

Judith D.

128

Pleasure to participate

129

Vox Populi Blog®: What they told us1)

"Moi perso j'ai bien aime ce système, je trouve qu'il offre plein d'avantages. Tout d'abord celui d'être chez soi, ensuite celui de faire ça quand on veux, et puis ça permet de faire les choses plus en profondeur que à une petite réunion ponctuelle. Et on est entre jeunes, on se retrouve tous les jours, c'est assez sympa. Dans l’ensemble les questions étaient assez sympa. Voilà j'ai bien aimé participer à cette enquête, j'espère le refaire bientôt, et ça fait bizarre quand ça s'arrête."

"Olalala, je n'aime pas les au revoir.... Ces trois semaines en votre compagnie furent un réel plaisir, ce n'est pas toujours qu' on prête autant attention aux jeunes. Je crois d'ailleurs que c'est ça la beauté de ce blog, c'est que vous donnez la parole aux jeunes, vous cherchiez à nous connaitre et cela fait toujours du bien de se sentir important ! C'est souvent ce qui nous manquent à nous les jeunes, la confiance ! Alors merci!! De plus, les petits messages d'accueil que nous avions chaque jour était toujours très sympathiques et l'atmosphère de ce blog très bonne... On sentait que derrière les questions, deux personnes adorables nous &quot;espionnaient&quot;, c'est d'ailleurs votre ton généreux et attentif qui nous a mis en confiance!"

“J'ai vraiment bien apprécié cette étude. Je trouvais très enrichissant de pouvoir observer, s'intéresser sur l'avis des autres. De temps à autres, les questions étaient longues, mais dans l'absolu, c'était plutôt bien. Je trouve que c'est une méthode assez originale et nouvelle pour moi. J'aimerais assez recommencer cette expérience."

“Haha!! alors moi j'ai adoré participé à cette étude et pouvoir voir ce que les autres camarades répondaient ! on a tous le même avis sur certaines choses tandis que sur d'autre c'est la guerre:). C’était vraiment super chouette merci à vous! aucun point négatif."

1) Source: Vox Populi Teen Blog (Coca-Cola cie) – Feb/March 2007

130

Belgacom TV Vox Populi Blog®:

What they told us1)

"Het grote voordeel van dit is zeker dat je je mening makkelijk kwijt kan. Er zijn minder remmingen en je hebt wat tijd om na te denken. Ik moet ook wel zeggen dat de vragen goed waren opgesteld - voldoende stimuli om na te denken en voldoende open om toch je mening kwijt te kunnen."

"Het concept is zeer oké, denk niet dat je geen eerlijke manier van communicatie zult vinden bij een groep volwassenen die hun mening moeten neer schrijven, laat mensen ze vertellen in een groep en er zullen al vele meningen veranderen door wat anderen van elkaar horen. Nu kun je pas andere meningen lezen, wanneer je zelf iets hebt geschreven, zo blijft je eigen mening of idee echt uniek. Vond het wel super dat het elke dag opnieuw begon met een”hallo ronde”; anders is het zo heel erg zakelijk en “to the point”; nu is het menselijker... vond ik zeer aangenaam. Anders zou het zo schools overkomen (zo van we moeten hier maken dat we antwoorden en voor de rest is de kous af) in die hallo kon je nog eens gewone dingen kwijt, zalig!"

“e blog vond ik leuk. Inderdaad veel van dezelfde vragen, tjah. Maar het moet ook wel goed gedaan worden, he?! Aangename mensen hier, verwarrend genoeg kan ik me bij veel (ook tegengestelde) meningen terug vinden. Leuke discussies en toffe manier om te communiceren. Het wordt na enkele dagen ook een vaste afspraak in je agenda! Zou zeker weer in aanmerking willen komen voor zo'n onderzoek! "

"Ik vond dit zeer leuk om aan mee te doen en zal dit in de toekomst met even veel plezier doen. Ik ben dan ook iemand die zich van het nut van marktonderzoeken bewust is. Wat ik zeker apprecieerde was de dagelijkse persoonlijke inbreng van de moderator en zijn telkens weer oppeppende woorden in de eerste vraag. Dit helpt echt wel bij het laden om er weer een 30 a 60 min voor te gaan. Wat ik ook apprecieer is dat je dit kan doen op een moment wanneer je het zelf kiest. Als men je op straat aanspreekt voor een marktonderzoek wil ik meestal wel meewerken maar ontbreekt het aan tijd."

1) Source: Vox Populi Blog Belgacom TV (adults) – June 2007

II

Powerful approaches for

“Consumer Centricity”

E- Creativity

132

INSIGHTS + IDEAS + IMPACT = INNOVATION

Creativity Management Judgement!

The importance of creativity for innovation

133

We can all learn creativity! Discover the 5 behaviours of

highly creative people:

The 5 key Behaviour1)

Freshness

Greenhousing

Realness

Momentum

Courage

1) Source: What If! – Sticky Wisdom

134

Creative Behaviour 1: Freshness

135

Creative Behaviour 2: Greenhousing

136

S Suspend (judgment)

U Understand

N Nurture

SUN RAIN

Greenhousing: SUN not RAIN

R React

A Assume

IN Insist

137

Creative Behaviour 3: Realness

138

Read same newspaper everyday

Listen to favorite radio in morning

Sit in meetings most of day

Never do their own shopping

Don’t often eat their own products

Rarely get a chance to watch TV

TAKE THEIR WORK HOME

Normal Managers Insightful Managers

Realness: a different approach

Read a different newspaper everyday

Listen to target’s favorite radio station

Build in time to get out of office

Watch consumers do their shopping

Regularly use own/competitors products

Watch TV, get reels of ads from agencies

LIVE A LIFE OUTSIDE WORK

139

Creative Behaviour 4: Momentum

140

Creative Behaviour 4: Courage

141

The magic toolbox

142

The brain classifies all information in “file cabinets”, allowing people to handle vast

amount of data…but the way the brain processes information kills creativity.

Why a toolbox?

143

Conscious

Subconscious

& New

3 Types of ideas

144

The Magic Toolbox

To get “freshness” in our thinking and allow to go “out of the

box”, we use tools and techniques “River jumping”:

The 4 R‟s1) :

Related Worlds: looking at other areas where a similar issue or benefit can

be seen.

Re-expression: finding an alternative way of describing or experiencing an

issue or problem.

Revolution: identifying and then challenging the rules and assumptions we

are using.

Random links: making connections and links between the issue and random

items found in the world.

1) Source: What If! – Sticky Wisdom

III

Best Practice Summary

10 Golden Rules for consumer

centricity and innovation

146

10 Golden Rules for consumer centricity and innovation

1. A ”consumer driven” approach – Breakthrough innovations start from

strong consumer insights.

2. Use alternative ways to gather new consumer insights. Be creative.

3. ”Direct consumer contacts” - ”Reconnect” approach.

4. The power of the web - ”Digital anthropology”.

5. Consumer trends – look out of the box – ”steal with pride”.

6. Capitalize on the participative trend. Co-creation with your customers.

7. The importance of teamwork for innovation projects.

8. Combine Research and Creativity. Flexible ”toolbox”.

9. Use ”sequential recycling approaches” in research. Nurture young ideas,

don‟t kill them!

10. Involve your agencies, partners involved from ”A” to ”Z”

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Contact:

Corinne Rosinski | Jean-Paul Crabbé