Smartees Webinar on Structural Collaboration with Consumers. Presentation by Niels Schillewaert and Filip De Boeck, hosted by InSites Consulting on October 18, 2012.

2. Fact sheet
• Spin-off of top ranked business school
• 15 years of experience and know how
• Pioneer and innovator in digital methods
• Most awarded #mrx agency
• Strong consulting attitude
• Fully independent
• New York, Timisoara, London, Rotterdam, Ghent
• 120 passionate international team members
INNOVATORS
• Worldwide certified moderator network
• Working for 30% best global brands (Interbrand)
academic
Who we are

3. Crazy Smart
Gamers Cookies
Me Safe
Toos Havens
Who we are

4. METHODS
Solid
We are proud to be the most awarded agency in
the world by ESOMAR, AMA, ARF, MRS, SPSS,
MOA… Since more than 10 years our ForwaR&D
Lab develops state-of-the art methods.
We believe in co-creating together with clients
(e.g. Unilever, Heinz, Heineken, UCB) and
academics (e.g. Penn State University, University of
Houston, ESSEC, University of Maastricht) to
remain ahead of the curve.
Who we are

5. THINKING
Creative
Our genuine interest in how consumers think,
behave and evolve, goes beyond research.
We inspire our clients to engage in the consumer
conversation and to collaborate with them to
shape the future of their brands.
We are so passionate about our vision that we
embed it in everything we do. We even write best-
selling management books about it.
www.conversationmanagement.com
www.howcoolbrandsstayhot.com
Who we are

6. @niels_insites

7. >50% 5 65%
Product experience
Conversation Starters
Promotions
Contests
News
Advertising: decreases
@niels_insites

8. @niels_insites

9. @niels_insites

10. @niels_insites

11. @niels_insites

12. @niels_insites

13. ALREADY WITH
YOUR BRAND
FOR AGES
@niels_insites

14. Extra-ordinary
ENGAGEMENT
@niels_insites

15. @niels_insites

16. @niels_insites

17. 53% plans  33%
rank 2 out of 16 emerging technologies actual year later
2010 2011
The status of online research
communities today?
11% understands
rank 16 out of 16 emerging technologies
2010
@niels_insites

18. @niels_insites

19. @niels_insites

20. @niels_insites

21. @niels_insites

22. 7x
@niels_insites

23. What you DO to people is
equally important as
what you ASK
@niels_insites

24. @niels_insites

25. @niels_insites

26. @niels_insites

27. @niels_insites

28. Participants challenge our analysis.
Crowd interpretation
- Explaining findings we don’t fully understand
- Illustrating findings with personal examples
- Going beyond first impressions
@niels_insites

29. CROWD-INTERPRETATION
20% to 40% unique insights from the crowd
@niels_insites

30. @niels_insites

31. 1 Knowledge Leverage
We engage consumers to think harder, to think better allowing us to
get better data and generate richer knowledge. We activate them to
structurally collaborate with us to co-create the future of brands.
“A closed research community – brilliantly
moderated by InSites Consulting – allowed
us to learn from lead users and co-create
our B&J’s marketing plans.”

32. @niels_insites

33. 2 Internal Leverage
Change management within companies based on research by
changing the hearts, minds and actions of executives. The effects of
our research go beyond traditional reporting, e.g. by means of positive
disruption games and communication campaigns..
“The amount of information you
pulled together for us is incredibly
insightful and helpful. It's also
presented in such an engaging way
that it makes going through the
content enjoyable.
It truly is the best research report
I've seen in many, many years, if not
the best. Thanks again.”

34. @niels_insites

35. @niels_insites

36. It is about HUMANS, not technology or
panels
They do not pay attention to BORING things.
We need to ENGAGE, and relate with our
audiences
Also CROSS-CULTURALLY
And create IMPACT within and outside
@niels_insites

37. Influence hard to INSPIRE target
groups
Actually CREATE the future club
Put DESIGN on top of the list
Draw attention in general and
specialized PRESS
… by means of creative and smart
cookie methods
@niels_insites

38. Managing Partner
linkedin.com/in/nielsschillewaert
@niels_insites
niels@insites-consulting.com
www.insites-consulting.com
New York I London I Ghent I Rotterdam

39. Consumer
insights inspire
the nightlife
experience of
tomorrow

40. The historical legacy behind Heineken’s
design credence is what led the brand
to pursue its progressive roots
and encourage emerging designers

42. Challenges
1 Involve young designers in a vision on the future?
2 Facilitate co-creation among the design team?
3 Engage trendy clubbers from all over the world?
4 Report findings to designers and select ideas?

43. How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers

44. Crowdsourcing emerging designers
via social media

45. Making the final selection on Pecha Kucha nights
in Milan, New York, Sao Paulo & Tokyo

46. How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
Facilitate co-creation among the design team

48. How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
Facilitate co-creation among the design team
Connect with clubbers and understand their journey

49. Online Research Community

50. Understanding the journey of clubbers
120 20 Clubbing
PARTICIPANTS COUNTRIES design-savvy
Heineken

51. The Heineken concept club community
Clubbing experience
Role of clubbing
Review of the
nightlife experience
Ideal experience

52. How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
Facilitate co-creation among the design team
Connect with clubbers and understand their journey
Report the findings to the designers & select the ideas

54. Connecting Discovering Getting a drink
Dancing Cooling down Ending the night

55. The layout takes a cue from
the nightlife journey of clubbers

56. How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
Facilitate co-creation among the design team
Connect with clubbers and understand their journey
Report the findings to the designers & select the ideas
The result?

57. 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.

58. The staff is dressed in vibrant futuristic outfits,
in line with the ‘Changing perspectives’ theme of the club.

59. 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.

60. The bar is interactive and allows you to order a beer,
it even keeps track of who is next in line.

61. 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!

62. Leave your drink on the numbered shelf
and go crazy on the dance floor.

63. 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.

64. When it’s time to move on,
a friendly concierge will guide
clubbers onwards, giving directions
and arranging cabs home.

65. RESULTS
Open Design Exploration has become the 4th
Global Activation Platform for Heineken

66. H ® BUILDS CREDIBILTY IN DESIGN WORLD
13.000 + VISITORS
3 MILLION + VIEWS ON VICE TV ; 21.000 + VIEWS OF ODE MOVIES
250.000 VIEWS
- COOLHUNTING +
+ 70.000 VIEWS + 600.000 print
- WALLPAPER
533 COVERAGE PIECES ON THE CLUB + 14 IN DEPTH INTERVIEWS
“ I thought Heineken's Milan concept club project was a real highlight of the Milan furniture fair.
Ambitious in scope and extremely well executed,
it really moved the brand forward
and positioned it as a defining force
within the design world.
I was particularly impressed by the brand's approach to mentoring and nurturing new design talent.“
Sunday Times: Style

67. The Heineken Concept Club
@filip_deboeck filip@insites-consulting.com

68. Thank you! Check our upcoming Smartees on:
http://smartees.insites-consulting.com