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Market Research in a professional reality
InSites Consulting
@STINUS230 @SOFIEBRUGGEMAN
I’m Stijn
27, living in the most beautiful city of
Belgium, Ghent… but travelling back and
forth from Belgium to New York almost
each month (Things you do for love )
Working @InSites for almost 3 years and
passionate about influencing the
marketing strategy of the biggest FMCG
companies in the world
Although I have a strong background in
math, I am a qualitative researcher ‘pur
sang’ and a huge fan and even advocate
of Consumer Consulting Boards
@STINUS230
I’m Sofie
30’ish, living in the bright city center of
Ghent.
Working @ InSites Consulting for 8 years.
Into reading ( Matilda, Liefde in Tijden
van Cholera, Ontdekking van de hemel).
Passionate about the Empowered Health
Consumer & the relationship patient-HCP-
pharmaco (e.g. Health apps!)
I joined InSites as an ‘offline’ qualitative
researcher (a dinosaur these days), but
now fully into MROCs, blog research,
online discussion groups…
@SOFIEBRUGGEMAN
WHO CONSIDERS A
CAREER IN
MARKET RESEARCH?
@STINUS230 @SOFIEBRUGGEMAN
@STINUS230 @SOFIEBRUGGEMAN
Contents
Who the f*** is InSites?
Why we believe in online research
Research Methodologies
Consumer Consulting Boards
ODG’s vs. One-on-Ones
Who the f*** is InSites?
8th most
innovative
marketing
research
agency of the
world
(GRIT 2014)
Our vision of
contemporary
marketing is
evangelized
through our
best-selling
books.
130 people across 5 offices
Global Community Moderator Network
75 certified moderators in +50 countries
Consumer panel in +50 countries
A people-centric culture
@STINUS230 @SOFIEBRUGGEMAN
@STINUS230 @SOFIEBRUGGEMAN
@STINUS230 @SOFIEBRUGGEMAN
@STINUS230 @SOFIEBRUGGEMAN
@STINUS230 @SOFIEBRUGGEMAN
Life Sciences & Healthcare
AstraZeneca I Barco Healthcare I Baxter I Bayer Healthcare I Bristol-Myers Squibb I GSK I Janssen I Johnson &
Johnson I Lilly I Merck Serono I Nutricia Advance Medical Nutricion I Pfizer I Roche I Sanofi Pasteur MSD I UCB
Media & Entertainment
BBC World I Bloomberg I Google I Kinepolis | LinkedIn I National Geographic I News International I RTL I
SBS Broadcasting I Sony I Viacom Media Networks I VMMa I Yahoo!
Financial Services
ABN AMRO I BNP Paribas Fortis I ING I MasterCard I PayPal I Rabobank I US Bank
FMCG / CPG
AB InBev I Avon I Beiersdorf I Campbell Foods I Carlsberg I Chiquita I Coca-Cola I Danone/Dannon I Diageo I
Ferrero I Givaudan I Heineken I Heinz I Kellogg’s I Kraft I McDonald’s I Nestlé I PepsiCo I Reckitt Benckiser I
Sara Lee I Unilever
GLOBAL CUSTOMERS
Technology & Services
AirFrance KLM I AT&T I eBay Classified Group I IKEA I Panasonic | Philips | Skype | SkyTeam | The Phone
House I TomTom I TUI | UPC | Vodafone Group Services
@STINUS230 @SOFIEBRUGGEMAN
Why we believe in online research
@@
C
More open and honest
1.
@STINUS230 @SOFIEBRUGGEMAN
C
Context potential
@
2.
@STINUS230 @SOFIEBRUGGEMAN
@tomderuyck@
C
No Regional constraints
3.
@STINUS230 @SOFIEBRUGGEMAN
@tomderuyck@tomderuyck@
C
Limited group pressure
4.
@STINUS230 @SOFIEBRUGGEMAN
@
C
Easy to monitor
5.
@tomderuyck@tomderuyck@@STINUS230 @SOFIEBRUGGEMAN
@tomderuyck@@tomderuyck@tomderuyck@
C
High consecutive learning
6.
@STINUS230 @SOFIEBRUGGEMAN
C
Bottom-up insights
7.
@tomderuyck@@tomderuyck@tomderuyck@@STINUS230 @SOFIEBRUGGEMAN
@@tomderuyck@@tomderuyck@tomderuyck@
C
Reach all target groups
8.
@STINUS230 @SOFIEBRUGGEMAN
@@@tomderuyck@@tomderuyck@tomderuyck@
C
On-going potential
9.
@STINUS230 @SOFIEBRUGGEMAN
Methodologies
We allow participants to ENGAGE
with us anytime, anywhere (online,
mobile, asynchronous methods…).
We make it fun for them to give
more & better answers
(gamification, audio-visual cues,
design…). We empower them to be
co-researchers (crowd
interpretation, co-moderation…).
METHODS
Digital
Surveys
Online
Group
Discussions
Consumer-led
Ethnography
1on1
Online
Interviews
Social Media
Listening &
Netnography
Engage
Asynchronous
Synchronous
Individual Group
Customer
Consulting
Boards
@STINUS230 @SOFIEBRUGGEMAN
@STINUS230 @SOFIEBRUGGEMAN
N (opinions) N (respondents)
We allow participants to ENGAGE
with us anytime, anywhere (online,
mobile, asynchronous methods…).
We make it fun for them to give
more & better answers
(gamification, audio-visual cues,
design…). We empower them to be
co-researchers (crowd
interpretation, co-moderation…).
METHODS
Digital
Surveys
Online
Group
Discussions
Consumer-led
Ethnography
1on1
Online
Interviews
Social Media
Listening &
Netnography
Engage
Asynchronous
Synchronous
Individual Group
Customer
Consulting
Boards
@STINUS230 @SOFIEBRUGGEMAN
1 on 1 vs. ODG’s
• Cost-based exceptions
• Smaller clients
• Very urgent – concise research
questions (e.g. ad test, package
test, concept test …)
• Multi-country projects
• Profile-based exceptions
• Healthcare sector: recruitment &
incentive costs of HCPs
• Expert research (B2B…)
• User-experience research of
digital platforms
• Screenshare functionality +
ethnographic live part
1on1 & ODGs
- exceptions
Digital
Surveys
Online
Group
Discussions
Consumer-led
Ethnography
1on1
Online
Interviews
Social Media
Listening &
Netnography
Engage
Asynchronous
Synchronous
Individual Group
Customer
Consulting
Boards
@STINUS230 @SOFIEBRUGGEMAN
Case 1: Ontex wants to know which
packaging option they should choose
for their incontinence range
Which method – why?
Online
Group
Discussions
1on1
Online
Interviews
@STINUS230 @SOFIEBRUGGEMAN
Case 2: Danone wants to extend their
current product offer in 10 countries &
needs to evaluate different propositions
(concepts).
Which method – why?
Online
Group
Discussions
1on1
Online
Interviews
@STINUS230 @SOFIEBRUGGEMAN
Online
Group
Discussions
1on1
Online
Interviews
Rule of Thumb:
Whenever in-depth interviews are not really
needed, focus groups are always preferred
Faster
More info
Cross-fertilization
Cheaper
<
@STINUS230 @SOFIEBRUGGEMAN
TIME FOR
CASE
STUDIES!
@STINUS230 @SOFIEBRUGGEMAN
For the coming years, a key priority for xxx is to drive volume and value growth.
Two key elements in accomplishing this growth objective are geographical
expansion on the one hand and innovation on the other hand.
Different splits/country
Heavy vs light xxx
users
Kids/no kids
(families/couples)
Younger & older
participants
Danone case study
#Confidential
Xxx case study
#Confidential
CONFIDENTIAL!
1. Homework by every participant
2. Online discussion group (2h)
Richer & deeper outtakes during
session (build on homework output)
Participant in the mindset of the
subject
Better participant background
Xxxx brand associations (limits of a
brand stretch)
Concept testing
Favourite concept
#Confidential
Danone case studyDanone case study
#Confidential
Xxxx case study
#Confidential
#Confidential
Danone case studyDanone case study
#Confidential
Xxx case study
#Confidential
Global Community Moderator Network
Global Consumer Co-researcher Network
#Confidential
Danone case studyDanone case study
#Confidential
Xxx case study
#Confidential
#Confidential
Truvo case study
… wants a more profound (qualitative) understanding of the market of online
(commercial) search engine users.
The research should detect different types (persona) of searchers which are
helpful for marketing objectives (e.g. product development, communication…)
8 Flemish participants
8 Walloon/Brussels
participants
#Confidential
Danone case study
#Confidential
Danone case studyDanone case study
#Confidential
Truvo case study
#Confidential
interviewer
Participant
Clients @ office
#Confidential
Truvo case study
#Confidential
Truvo case study
#Confidential
Danone case study
#Confidential
Danone case studyDanone case study
#Confidential
Xxx case study
#Confidential
16 PEOPLE in
DIFFERENT LIFE STAGES
WE OBSERVED 40+ SEARCH PROCESSES!
CONFIDENTIAL!
#Confidential
Truvo case study
e.g. This participant is using
Windows Vista. We also observe
that this participant saves different
links on his desktop (e.g. eBay).
#Confidential
Truvo case study
#Confidential
Danone case study
#Confidential
Danone case studyDanone case study
#Confidential
Xxx case study
#Confidential
#Confidential
Truvo case study
IMPACT.
- Designing a relevant questionnaire to
calculate market sizes of each of the ‘search
types’ detected (business focus)
- Helping their primary customers (business
clients)
to make the right choices in terms of online
presence
(loyalty, acquisition)
#Confidential
Truvo case study
#Confidential
Danone case study
#Confidential
Danone case studyDanone case study
#Confidential
Xxx case study
#Confidential
@STINUS230 @SOFIEBRUGGEMAN
Consumer Consulting Boards
Flashback
@STINUS230 @SOFIEBRUGGEMAN
@STINUS230 @SOFIEBRUGGEMAN
@STINUS230 @SOFIEBRUGGEMAN
Consumer Consultant
@STINUS230 @SOFIEBRUGGEMAN
@STINUS230 @SOFIEBRUGGEMAN
@STINUS230 @SOFIEBRUGGEMAN
@STINUS230 @SOFIEBRUGGEMAN
the motivations of today’s consumers,
we have to understand their lives.
If we want to know how to understand
@STINUS230 @SOFIEBRUGGEMAN
?
?
?
?
4 things to remember about consumers
@STINUS230 @SOFIEBRUGGEMAN
1
@STINUS230 @SOFIEBRUGGEMAN
A world full of user-generated information.
@STINUS230 @SOFIEBRUGGEMAN
A world full of user-generated information.
@STINUS230 @SOFIEBRUGGEMAN
empowered
@STINUS230 @SOFIEBRUGGEMAN
Impact on qualitative research?
Social tools
@STINUS230 @SOFIEBRUGGEMAN
1 2
@STINUS230 @SOFIEBRUGGEMAN
@STINUS230 @SOFIEBRUGGEMAN
connectedempowered
@STINUS230 @SOFIEBRUGGEMAN
Impact on qualitative research?
Social tools Longitudinal connection
@STINUS230 @SOFIEBRUGGEMAN
1 2
3
@STINUS230 @SOFIEBRUGGEMAN
Life of George
@STINUS230 @SOFIEBRUGGEMAN
smart co-creator
empowered connected
@STINUS230 @SOFIEBRUGGEMAN
Impact on qualitative research?
Social tools Longitudinal connection Collaboration with brands
@STINUS230 @SOFIEBRUGGEMAN
Impact on qualitative research?
Social tools Longitudinal connection Collaboration with brands
@STINUS230 @SOFIEBRUGGEMAN
1 2
34
@STINUS230 @SOFIEBRUGGEMAN
90-99% of behaviour is emotional. And they like to share it!
@STINUS230 @SOFIEBRUGGEMAN
smart co-creator
empowered
emotional
connected
@STINUS230 @SOFIEBRUGGEMAN
Impact on qualitative research?
Social tools Longitudinal connection Collaboration with brands Emotional tools
@STINUS230 @SOFIEBRUGGEMAN
@STINUS230 @SOFIEBRUGGEMAN
He would connect with consumers through an online research community.
@STINUS230 @SOFIEBRUGGEMAN
Noreen: “You think about
your favourite brands’
future! So you and your
ideas have a direct
impact on how a brand
will present itself. Isn’t that
the coolest thing?!”
@STINUS230 @SOFIEBRUGGEMAN
Benzodiazepine: “There
is a great variety of tasks
(questions, assignments,
colleagues, composing
mood boards) and it’s
great that we can test
products which have not
been launched in the
market yet!
@STINUS230 @SOFIEBRUGGEMAN
Insighting Developing
Optimizing Implementing
Business
Objectives
@STINUS230 @SOFIEBRUGGEMAN
@STINUS230 @SOFIEBRUGGEMAN
Challenges
Involve consumers in a vision of the future?
Engage trendy clubbers from all over the world?
Report findings to designers for maximum impact?
Facilitate co-creation among the design team?
1
2
3
4
Select ideas and create consistency?5
@STINUS230 @SOFIEBRUGGEMAN
How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
@STINUS230 @SOFIEBRUGGEMAN
Crowdsourcing emerging designers
via social media
@STINUS230 @SOFIEBRUGGEMAN
Making the final selection on Pecha Kucha nights
in Milan, New York, Sao Paulo & Tokyo
@STINUS230 @SOFIEBRUGGEMAN
@STINUS230 @SOFIEBRUGGEMAN
How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
Connect with clubbers and understand their journey
@STINUS230 @SOFIEBRUGGEMAN
Understanding the journey of clubbers
PARTICIPANTS
120
COUNTRIES
20 Clubbing
design-savvy
Heineken
@STINUS230 @SOFIEBRUGGEMAN
Online Research Community
@STINUS230 @SOFIEBRUGGEMAN
The Heineken concept club community
Clubbing experience
Role of clubbing
Review of the
Ideal experience
nightlife experience
@STINUS230 @SOFIEBRUGGEMAN
How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
Approach the nightlife journey as service design
Connect with clubbers and understand their journey
@STINUS230 @SOFIEBRUGGEMAN
@STINUS230 @SOFIEBRUGGEMAN
Connecting Discovering Getting a drink
Dancing Cooling down Ending the night
@STINUS230 @SOFIEBRUGGEMAN
The layout takes a cue from
the nightlife journey of clubbers
@STINUS230 @SOFIEBRUGGEMAN
How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
Approach the nightlife journey as service design
Connect with clubbers and understand their journey
The result?
@STINUS230 @SOFIEBRUGGEMAN
Great staff
member are critical
in shaping my night,
they are the face of
the club. They
should fit the
identity of the place
and radiate
positive energy,
most of the time this
isn’t the case.
@STINUS230 @SOFIEBRUGGEMAN
The staff is dressed in vibrant futuristic outfits,
in line with the ‘Changing perspectives’ theme of the club.
@STINUS230 @SOFIEBRUGGEMAN
@STINUS230 @SOFIEBRUGGEMAN
It is so frustrating
not to be noticed
by the bartender!
I’m clearly trying to
get his attention,
however others are
being served before
me.
@STINUS230 @SOFIEBRUGGEMAN
The bar is interactive and allows you to order a beer,
it even keeps track of who is next in line.
@STINUS230 @SOFIEBRUGGEMAN
@STINUS230 @SOFIEBRUGGEMAN
@STINUS230 @SOFIEBRUGGEMAN
Structural collaboration: Market research in a professional reality
For me dancing is a
great way to
release my energy
and to loose my
inhibitions; it would
be great if there was
enough space to
really go wild!
@STINUS230 @SOFIEBRUGGEMAN
Leave your drink on the numbered shelf
and go crazy on the dance floor.
@STINUS230 @SOFIEBRUGGEMAN
When we head
home, we cherish
the great moments
we had. It would be
amazing if there
was some kind of
way to remember
the night and
share it.
@STINUS230 @SOFIEBRUGGEMAN
Clubbers are invited to express their thoughts
on an origami-shaped wall.
@STINUS230 @SOFIEBRUGGEMAN
Instant pictures provide
to take home.
you with a tangible memory
@STINUS230 @SOFIEBRUGGEMAN
It’s awful when we
get kicked out
when the club
closes! The least
they could do is
check up on us to
make sure we had a
great night, are in
need for a last drink
or a cab.
@STINUS230 @SOFIEBRUGGEMAN
When it’s time to move on,
a friendly concierge will guide
clubbers onwards, giving directions
and arranging cabs home.
@STINUS230 @SOFIEBRUGGEMAN
Structural collaboration: Market research in a professional reality
Challenges
Involve consumers in a vision of the future?
Engage trendy clubbers from all over the world?
Report findings to designers for maximum impact?
Facilitate co-creation among the design team?
1
2
3
4
Select ideas and create consistency?5
@STINUS230 @SOFIEBRUGGEMAN
@STINUS230 @SOFIEBRUGGEMAN
H® BUILDS CREDIBILTY IN DESIGN WORLD
13.000 + V I S I T O R S
3 MILLION + V I E W S O N V I C E T V ; 2 1 . 0 0 0 + V I E W S O F O D E M O V I E S
- C O O L H U N T I N G + 250.000 VIEWS
- W A L L P A P E R + 70.000 VIEWS + 600.000 print
533 C O V E R A G E P I E C E S O N T H E C L U B + 1 4 I N D E P T H I N T E R V I E W S
@STINUS230 @SOFIEBRUGGEMAN
Hart voor Elkaar
(Heart-to-Heart Talk)
How connecting with patients leads to better insights
By Annelies Verhaeghe, Head of Research Innovation
Sofie Bruggeman, Senior Research Manager Life Sciences & Healthcare team
Martijn Huisman, Research Consultant Life Sciences & Healthcare team
InSites Consulting
Understand the patient’s lifestyle
Get insight in the role of
hypertension in the patient’s life
RESEARCH OBJECTIVES
Find new patient insights and
translate them into actionable &
relevant services
BUSINESS OBJECTIVES
@STINUS230 @SOFIEBRUGGEMAN
The patient consulting board
1 2 3
1
2
3
Blog
Crowd
Interpretation
Discussions
@STINUS230 @SOFIEBRUGGEMAN
What is a GOOD customer
insight ?
x x =Aha!! It’s me !!!
@STINUS230 @SOFIEBRUGGEMAN
INSIGHT
ACTIVATION
PATIENT
… is hard!
@STINUS230 @SOFIEBRUGGEMAN
A good insight starts with
your patient
Too often companies innovate based
on a product, a technology or universal
trends. A good insight however should
start with the customer.
@STINUS230 @SOFIEBRUGGEMAN
SAY ‘Hi’ TO
YOUR
PATIENT
CONSULTING
BOARD
@STINUS230 @SOFIEBRUGGEMAN
1. Online ethnography
OBSERVING hypertension patients by asking them to blog about their life
@STINUS230 @SOFIEBRUGGEMAN
Get immersed
in the life of patients
Explore typical
hypertension moments
Discover routines
hypertension moments
@STINUS230 @SOFIEBRUGGEMAN
Treatment compliance &
doctor contact
Hypertension medicines are
almost never kept in the
medicine cabinet.
They have to be in a place
easy to reach and where
they are not forgotten.
@STINUS230 @SOFIEBRUGGEMAN
Building the community in the lounge
Getting insights in information needs and FAQ’s
“Who has work
arounds to lower
your blood pressure
(for example
meditation)?”
“This research made
me wondering, what is
the difference between
pain and high blood
pressure?“
“Which type of
food can help to
control your
blood pressure?”
“Is fruit healthy
for the heart?
Any specific
type of fruit?”
@STINUS230 @SOFIEBRUGGEMAN
Beyond the in-home visit
The impact of type of day on compliance
@STINUS230 @SOFIEBRUGGEMAN
Seeing the world through
their eyes
@STINUS230 @SOFIEBRUGGEMAN
The patient storytelling board
@STINUS230 @SOFIEBRUGGEMAN
2. Crowd interpretation game
Interpret and explain the patient stories to generate more and new insights
@STINUS230 @SOFIEBRUGGEMAN
Crowd
interpretation
@STINUS230 @SOFIEBRUGGEMAN
360° interpretation
55 hypertension
patients
24 HCP’s
50 caregivers
@STINUS230 @SOFIEBRUGGEMAN
“My family members do not
appreciate it if the topic
‘nagging about my health’ is
raised. It is our family taboo.”
(Patient)
“It would be good for patients
to contact others and to raise
hypertension as a topic for
discussion with family and
friends.”
(Caregiver)
360° perspective
@STINUS230 @SOFIEBRUGGEMAN
3. Discussion stage
Further shape insights and explore useful services to hypertension patients
@STINUS230 @SOFIEBRUGGEMAN
From insight to action
Reflective probing New services
@STINUS230 @SOFIEBRUGGEMAN
@STINUS230 @SOFIEBRUGGEMAN
The impact on patients (…and the moderator)
“I am hardly ever concerned with high
blood pressure. It is hereditary and I take
a pill everyday. But after two weeks of
participating in this project, I did start to
observe myself better.”
“I have been living with high blood
pressure for years. I hardly ever pause
to think about it. But by participating in
this community I do think consciously
about it: how I live with it, how I fit it in
with my life, and how I keep it in mind
after all.”
“I took the time to reflect on
what hypertension means in my life.
Usually you pay little or no attention
because your situation is quite stable.”
@STINUS230 @SOFIEBRUGGEMAN
“Very recognizable and
definitely a translation of
all types of patients that
I see in my practice.”
The impact on HCP’s
“More openness to
empower patients to
self monitor their health
condition.”
@STINUS230 @SOFIEBRUGGEMAN
The impact for Merck
Deliverables
 1717 posts (blog + crowd interpretation +
community)
 Interactive health consumer
dashboard (Pivot Viewer) with over
250 tagged pictures & texts
 7 (unmet) needs and frictions
across the patient journey
 6 service concept solutions
(only 4 adverse events encountered)
@STINUS230 @SOFIEBRUGGEMAN
The impact for Merck
“This methodology helps us to truly
understand patient needs.
The active involvement of the participants
generated a lot of valuable insights, which
were validated afterwards by physicians”.
Nico Smets
Business Unit Director Fertility &
Endocrinology, CardioMetabolic Care &
General Medicine @ Merck
@STINUS230 @SOFIEBRUGGEMAN
WHO CONSIDERS A
CAREER IN
MARKET RESEARCH?
@STINUS230 @SOFIEBRUGGEMAN
Nowthisisnottheend.
Itisnoteventhebeginning
oftheend.Butitis,perhaps,the
endofthebeginning.
Winston Churchill

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Structural collaboration: Market research in a professional reality

  • 1. Market Research in a professional reality InSites Consulting @STINUS230 @SOFIEBRUGGEMAN
  • 2. I’m Stijn 27, living in the most beautiful city of Belgium, Ghent… but travelling back and forth from Belgium to New York almost each month (Things you do for love ) Working @InSites for almost 3 years and passionate about influencing the marketing strategy of the biggest FMCG companies in the world Although I have a strong background in math, I am a qualitative researcher ‘pur sang’ and a huge fan and even advocate of Consumer Consulting Boards @STINUS230
  • 3. I’m Sofie 30’ish, living in the bright city center of Ghent. Working @ InSites Consulting for 8 years. Into reading ( Matilda, Liefde in Tijden van Cholera, Ontdekking van de hemel). Passionate about the Empowered Health Consumer & the relationship patient-HCP- pharmaco (e.g. Health apps!) I joined InSites as an ‘offline’ qualitative researcher (a dinosaur these days), but now fully into MROCs, blog research, online discussion groups… @SOFIEBRUGGEMAN
  • 4. WHO CONSIDERS A CAREER IN MARKET RESEARCH? @STINUS230 @SOFIEBRUGGEMAN
  • 6. Contents Who the f*** is InSites? Why we believe in online research Research Methodologies Consumer Consulting Boards ODG’s vs. One-on-Ones
  • 7. Who the f*** is InSites?
  • 8. 8th most innovative marketing research agency of the world (GRIT 2014) Our vision of contemporary marketing is evangelized through our best-selling books. 130 people across 5 offices Global Community Moderator Network 75 certified moderators in +50 countries Consumer panel in +50 countries
  • 14. Life Sciences & Healthcare AstraZeneca I Barco Healthcare I Baxter I Bayer Healthcare I Bristol-Myers Squibb I GSK I Janssen I Johnson & Johnson I Lilly I Merck Serono I Nutricia Advance Medical Nutricion I Pfizer I Roche I Sanofi Pasteur MSD I UCB Media & Entertainment BBC World I Bloomberg I Google I Kinepolis | LinkedIn I National Geographic I News International I RTL I SBS Broadcasting I Sony I Viacom Media Networks I VMMa I Yahoo! Financial Services ABN AMRO I BNP Paribas Fortis I ING I MasterCard I PayPal I Rabobank I US Bank FMCG / CPG AB InBev I Avon I Beiersdorf I Campbell Foods I Carlsberg I Chiquita I Coca-Cola I Danone/Dannon I Diageo I Ferrero I Givaudan I Heineken I Heinz I Kellogg’s I Kraft I McDonald’s I Nestlé I PepsiCo I Reckitt Benckiser I Sara Lee I Unilever GLOBAL CUSTOMERS Technology & Services AirFrance KLM I AT&T I eBay Classified Group I IKEA I Panasonic | Philips | Skype | SkyTeam | The Phone House I TomTom I TUI | UPC | Vodafone Group Services @STINUS230 @SOFIEBRUGGEMAN
  • 15. Why we believe in online research
  • 16. @@ C More open and honest 1. @STINUS230 @SOFIEBRUGGEMAN
  • 23. @@tomderuyck@@tomderuyck@tomderuyck@ C Reach all target groups 8. @STINUS230 @SOFIEBRUGGEMAN
  • 26. We allow participants to ENGAGE with us anytime, anywhere (online, mobile, asynchronous methods…). We make it fun for them to give more & better answers (gamification, audio-visual cues, design…). We empower them to be co-researchers (crowd interpretation, co-moderation…). METHODS Digital Surveys Online Group Discussions Consumer-led Ethnography 1on1 Online Interviews Social Media Listening & Netnography Engage Asynchronous Synchronous Individual Group Customer Consulting Boards @STINUS230 @SOFIEBRUGGEMAN
  • 28. We allow participants to ENGAGE with us anytime, anywhere (online, mobile, asynchronous methods…). We make it fun for them to give more & better answers (gamification, audio-visual cues, design…). We empower them to be co-researchers (crowd interpretation, co-moderation…). METHODS Digital Surveys Online Group Discussions Consumer-led Ethnography 1on1 Online Interviews Social Media Listening & Netnography Engage Asynchronous Synchronous Individual Group Customer Consulting Boards @STINUS230 @SOFIEBRUGGEMAN
  • 29. 1 on 1 vs. ODG’s
  • 30. • Cost-based exceptions • Smaller clients • Very urgent – concise research questions (e.g. ad test, package test, concept test …) • Multi-country projects • Profile-based exceptions • Healthcare sector: recruitment & incentive costs of HCPs • Expert research (B2B…) • User-experience research of digital platforms • Screenshare functionality + ethnographic live part 1on1 & ODGs - exceptions Digital Surveys Online Group Discussions Consumer-led Ethnography 1on1 Online Interviews Social Media Listening & Netnography Engage Asynchronous Synchronous Individual Group Customer Consulting Boards @STINUS230 @SOFIEBRUGGEMAN
  • 31. Case 1: Ontex wants to know which packaging option they should choose for their incontinence range Which method – why? Online Group Discussions 1on1 Online Interviews @STINUS230 @SOFIEBRUGGEMAN
  • 32. Case 2: Danone wants to extend their current product offer in 10 countries & needs to evaluate different propositions (concepts). Which method – why? Online Group Discussions 1on1 Online Interviews @STINUS230 @SOFIEBRUGGEMAN
  • 33. Online Group Discussions 1on1 Online Interviews Rule of Thumb: Whenever in-depth interviews are not really needed, focus groups are always preferred Faster More info Cross-fertilization Cheaper < @STINUS230 @SOFIEBRUGGEMAN
  • 35. For the coming years, a key priority for xxx is to drive volume and value growth. Two key elements in accomplishing this growth objective are geographical expansion on the one hand and innovation on the other hand. Different splits/country Heavy vs light xxx users Kids/no kids (families/couples) Younger & older participants Danone case study #Confidential Xxx case study #Confidential CONFIDENTIAL!
  • 36. 1. Homework by every participant 2. Online discussion group (2h) Richer & deeper outtakes during session (build on homework output) Participant in the mindset of the subject Better participant background Xxxx brand associations (limits of a brand stretch) Concept testing Favourite concept #Confidential Danone case studyDanone case study #Confidential Xxxx case study #Confidential
  • 37. #Confidential Danone case studyDanone case study #Confidential Xxx case study #Confidential
  • 38. Global Community Moderator Network Global Consumer Co-researcher Network #Confidential Danone case studyDanone case study #Confidential Xxx case study #Confidential
  • 39. #Confidential Truvo case study … wants a more profound (qualitative) understanding of the market of online (commercial) search engine users. The research should detect different types (persona) of searchers which are helpful for marketing objectives (e.g. product development, communication…) 8 Flemish participants 8 Walloon/Brussels participants #Confidential Danone case study #Confidential Danone case studyDanone case study #Confidential Truvo case study #Confidential interviewer Participant Clients @ office
  • 40. #Confidential Truvo case study #Confidential Truvo case study #Confidential Danone case study #Confidential Danone case studyDanone case study #Confidential Xxx case study #Confidential 16 PEOPLE in DIFFERENT LIFE STAGES WE OBSERVED 40+ SEARCH PROCESSES! CONFIDENTIAL!
  • 41. #Confidential Truvo case study e.g. This participant is using Windows Vista. We also observe that this participant saves different links on his desktop (e.g. eBay). #Confidential Truvo case study #Confidential Danone case study #Confidential Danone case studyDanone case study #Confidential Xxx case study #Confidential
  • 42. #Confidential Truvo case study IMPACT. - Designing a relevant questionnaire to calculate market sizes of each of the ‘search types’ detected (business focus) - Helping their primary customers (business clients) to make the right choices in terms of online presence (loyalty, acquisition) #Confidential Truvo case study #Confidential Danone case study #Confidential Danone case studyDanone case study #Confidential Xxx case study #Confidential
  • 52. the motivations of today’s consumers, we have to understand their lives. If we want to know how to understand @STINUS230 @SOFIEBRUGGEMAN
  • 53. ? ? ? ? 4 things to remember about consumers @STINUS230 @SOFIEBRUGGEMAN
  • 55. A world full of user-generated information. @STINUS230 @SOFIEBRUGGEMAN
  • 56. A world full of user-generated information. @STINUS230 @SOFIEBRUGGEMAN
  • 58. Impact on qualitative research? Social tools @STINUS230 @SOFIEBRUGGEMAN
  • 62. Impact on qualitative research? Social tools Longitudinal connection @STINUS230 @SOFIEBRUGGEMAN
  • 64. Life of George @STINUS230 @SOFIEBRUGGEMAN
  • 66. Impact on qualitative research? Social tools Longitudinal connection Collaboration with brands @STINUS230 @SOFIEBRUGGEMAN
  • 67. Impact on qualitative research? Social tools Longitudinal connection Collaboration with brands @STINUS230 @SOFIEBRUGGEMAN
  • 69. 90-99% of behaviour is emotional. And they like to share it! @STINUS230 @SOFIEBRUGGEMAN
  • 71. Impact on qualitative research? Social tools Longitudinal connection Collaboration with brands Emotional tools @STINUS230 @SOFIEBRUGGEMAN
  • 73. He would connect with consumers through an online research community. @STINUS230 @SOFIEBRUGGEMAN
  • 74. Noreen: “You think about your favourite brands’ future! So you and your ideas have a direct impact on how a brand will present itself. Isn’t that the coolest thing?!” @STINUS230 @SOFIEBRUGGEMAN
  • 75. Benzodiazepine: “There is a great variety of tasks (questions, assignments, colleagues, composing mood boards) and it’s great that we can test products which have not been launched in the market yet! @STINUS230 @SOFIEBRUGGEMAN
  • 78. Challenges Involve consumers in a vision of the future? Engage trendy clubbers from all over the world? Report findings to designers for maximum impact? Facilitate co-creation among the design team? 1 2 3 4 Select ideas and create consistency?5 @STINUS230 @SOFIEBRUGGEMAN
  • 79. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers @STINUS230 @SOFIEBRUGGEMAN
  • 80. Crowdsourcing emerging designers via social media @STINUS230 @SOFIEBRUGGEMAN
  • 81. Making the final selection on Pecha Kucha nights in Milan, New York, Sao Paulo & Tokyo @STINUS230 @SOFIEBRUGGEMAN
  • 83. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Connect with clubbers and understand their journey @STINUS230 @SOFIEBRUGGEMAN
  • 84. Understanding the journey of clubbers PARTICIPANTS 120 COUNTRIES 20 Clubbing design-savvy Heineken @STINUS230 @SOFIEBRUGGEMAN
  • 86. The Heineken concept club community Clubbing experience Role of clubbing Review of the Ideal experience nightlife experience @STINUS230 @SOFIEBRUGGEMAN
  • 87. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Approach the nightlife journey as service design Connect with clubbers and understand their journey @STINUS230 @SOFIEBRUGGEMAN
  • 89. Connecting Discovering Getting a drink Dancing Cooling down Ending the night @STINUS230 @SOFIEBRUGGEMAN
  • 90. The layout takes a cue from the nightlife journey of clubbers @STINUS230 @SOFIEBRUGGEMAN
  • 91. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Approach the nightlife journey as service design Connect with clubbers and understand their journey The result? @STINUS230 @SOFIEBRUGGEMAN
  • 92. Great staff member are critical in shaping my night, they are the face of the club. They should fit the identity of the place and radiate positive energy, most of the time this isn’t the case. @STINUS230 @SOFIEBRUGGEMAN
  • 93. The staff is dressed in vibrant futuristic outfits, in line with the ‘Changing perspectives’ theme of the club. @STINUS230 @SOFIEBRUGGEMAN
  • 95. It is so frustrating not to be noticed by the bartender! I’m clearly trying to get his attention, however others are being served before me. @STINUS230 @SOFIEBRUGGEMAN
  • 96. The bar is interactive and allows you to order a beer, it even keeps track of who is next in line. @STINUS230 @SOFIEBRUGGEMAN
  • 100. For me dancing is a great way to release my energy and to loose my inhibitions; it would be great if there was enough space to really go wild! @STINUS230 @SOFIEBRUGGEMAN
  • 101. Leave your drink on the numbered shelf and go crazy on the dance floor. @STINUS230 @SOFIEBRUGGEMAN
  • 102. When we head home, we cherish the great moments we had. It would be amazing if there was some kind of way to remember the night and share it. @STINUS230 @SOFIEBRUGGEMAN
  • 103. Clubbers are invited to express their thoughts on an origami-shaped wall. @STINUS230 @SOFIEBRUGGEMAN
  • 104. Instant pictures provide to take home. you with a tangible memory @STINUS230 @SOFIEBRUGGEMAN
  • 105. It’s awful when we get kicked out when the club closes! The least they could do is check up on us to make sure we had a great night, are in need for a last drink or a cab. @STINUS230 @SOFIEBRUGGEMAN
  • 106. When it’s time to move on, a friendly concierge will guide clubbers onwards, giving directions and arranging cabs home. @STINUS230 @SOFIEBRUGGEMAN
  • 108. Challenges Involve consumers in a vision of the future? Engage trendy clubbers from all over the world? Report findings to designers for maximum impact? Facilitate co-creation among the design team? 1 2 3 4 Select ideas and create consistency?5 @STINUS230 @SOFIEBRUGGEMAN
  • 110. H® BUILDS CREDIBILTY IN DESIGN WORLD 13.000 + V I S I T O R S 3 MILLION + V I E W S O N V I C E T V ; 2 1 . 0 0 0 + V I E W S O F O D E M O V I E S - C O O L H U N T I N G + 250.000 VIEWS - W A L L P A P E R + 70.000 VIEWS + 600.000 print 533 C O V E R A G E P I E C E S O N T H E C L U B + 1 4 I N D E P T H I N T E R V I E W S @STINUS230 @SOFIEBRUGGEMAN
  • 111. Hart voor Elkaar (Heart-to-Heart Talk) How connecting with patients leads to better insights By Annelies Verhaeghe, Head of Research Innovation Sofie Bruggeman, Senior Research Manager Life Sciences & Healthcare team Martijn Huisman, Research Consultant Life Sciences & Healthcare team InSites Consulting
  • 112. Understand the patient’s lifestyle Get insight in the role of hypertension in the patient’s life RESEARCH OBJECTIVES Find new patient insights and translate them into actionable & relevant services BUSINESS OBJECTIVES @STINUS230 @SOFIEBRUGGEMAN
  • 113. The patient consulting board 1 2 3 1 2 3 Blog Crowd Interpretation Discussions @STINUS230 @SOFIEBRUGGEMAN
  • 114. What is a GOOD customer insight ? x x =Aha!! It’s me !!! @STINUS230 @SOFIEBRUGGEMAN
  • 116. A good insight starts with your patient Too often companies innovate based on a product, a technology or universal trends. A good insight however should start with the customer. @STINUS230 @SOFIEBRUGGEMAN
  • 118. 1. Online ethnography OBSERVING hypertension patients by asking them to blog about their life @STINUS230 @SOFIEBRUGGEMAN
  • 119. Get immersed in the life of patients Explore typical hypertension moments Discover routines hypertension moments @STINUS230 @SOFIEBRUGGEMAN
  • 120. Treatment compliance & doctor contact Hypertension medicines are almost never kept in the medicine cabinet. They have to be in a place easy to reach and where they are not forgotten. @STINUS230 @SOFIEBRUGGEMAN
  • 121. Building the community in the lounge Getting insights in information needs and FAQ’s “Who has work arounds to lower your blood pressure (for example meditation)?” “This research made me wondering, what is the difference between pain and high blood pressure?“ “Which type of food can help to control your blood pressure?” “Is fruit healthy for the heart? Any specific type of fruit?” @STINUS230 @SOFIEBRUGGEMAN
  • 122. Beyond the in-home visit The impact of type of day on compliance @STINUS230 @SOFIEBRUGGEMAN
  • 123. Seeing the world through their eyes @STINUS230 @SOFIEBRUGGEMAN
  • 124. The patient storytelling board @STINUS230 @SOFIEBRUGGEMAN
  • 125. 2. Crowd interpretation game Interpret and explain the patient stories to generate more and new insights @STINUS230 @SOFIEBRUGGEMAN
  • 127. 360° interpretation 55 hypertension patients 24 HCP’s 50 caregivers @STINUS230 @SOFIEBRUGGEMAN
  • 128. “My family members do not appreciate it if the topic ‘nagging about my health’ is raised. It is our family taboo.” (Patient) “It would be good for patients to contact others and to raise hypertension as a topic for discussion with family and friends.” (Caregiver) 360° perspective @STINUS230 @SOFIEBRUGGEMAN
  • 129. 3. Discussion stage Further shape insights and explore useful services to hypertension patients @STINUS230 @SOFIEBRUGGEMAN
  • 130. From insight to action Reflective probing New services @STINUS230 @SOFIEBRUGGEMAN
  • 132. The impact on patients (…and the moderator) “I am hardly ever concerned with high blood pressure. It is hereditary and I take a pill everyday. But after two weeks of participating in this project, I did start to observe myself better.” “I have been living with high blood pressure for years. I hardly ever pause to think about it. But by participating in this community I do think consciously about it: how I live with it, how I fit it in with my life, and how I keep it in mind after all.” “I took the time to reflect on what hypertension means in my life. Usually you pay little or no attention because your situation is quite stable.” @STINUS230 @SOFIEBRUGGEMAN
  • 133. “Very recognizable and definitely a translation of all types of patients that I see in my practice.” The impact on HCP’s “More openness to empower patients to self monitor their health condition.” @STINUS230 @SOFIEBRUGGEMAN
  • 134. The impact for Merck Deliverables  1717 posts (blog + crowd interpretation + community)  Interactive health consumer dashboard (Pivot Viewer) with over 250 tagged pictures & texts  7 (unmet) needs and frictions across the patient journey  6 service concept solutions (only 4 adverse events encountered) @STINUS230 @SOFIEBRUGGEMAN
  • 135. The impact for Merck “This methodology helps us to truly understand patient needs. The active involvement of the participants generated a lot of valuable insights, which were validated afterwards by physicians”. Nico Smets Business Unit Director Fertility & Endocrinology, CardioMetabolic Care & General Medicine @ Merck @STINUS230 @SOFIEBRUGGEMAN
  • 136. WHO CONSIDERS A CAREER IN MARKET RESEARCH? @STINUS230 @SOFIEBRUGGEMAN