This document discusses collaborating with consumers in Asia through online communities. It notes that half of emerging markets and internet users are located in Asia. Most social media users in Asia are connected to brands and consumers want to collaborate with brands. The document then discusses moving from offline focus groups to online communities for research and provides reasons for doing so. It emphasizes the importance of adapting community approaches for Asian markets, including having a more active moderator role and considering local context. The document concludes with takeaways for managing communities in Asia, such as taking a holistic view, focusing on mobile and personal context, making the approach local by default, and using co-researchers for sensitive topics.

1. in Asia
Collaborating
with consumers
Tom De Ruyck Erica Van Lieven

2. @tomderuyck @erica_dfirst
Half of the Top 10 emerging markets
lie in Asia

3. @tomderuyck @erica_dfirst
5/10 emerging
economies lie
in Asia

4. Half of the world’s internet
population lives in Asia
@tomderuyck @erica_dfirst

5. @tomderuyck @erica_dfirst
45% of
internet
users from
Asia

6. @tomderuyck @erica_dfirst
The majority of the social media users is
connected to brands

7. @tomderuyck @erica_dfirst
6/10 social
network users
are connected to
brands

8. Asian consumers don’t like co-creation &
collaboration with brands that much
@tomderuyck @erica_dfirst

9. @tomderuyck @erica_dfirst
9/10 consumers
want to collaborate
with them

10. @tomderuyck @erica_dfirst

11. COMMUNITIES
RESEARCH
4 INGREDIENTS
@tomderuyck @erica_dfirst

12. @tomderuyck @erica_dfirst

13. Evaluation of the
IKEA catalogue 2013
@tomderuyck @erica_dfirst

14. From offline focus
groups to online
communities
#5 reasons
@tomderuyck @erica_dfirst

15. @tomderuyck @erica_dfirst
#1 Snapshot of Reality

16. @tomderuyck @erica_dfirst
#2 Standard evaluation tools
#1 Snapshot of Reality

17. Customers
Potential customers
Lapsed customers
N=50-150
@tomderuyck @erica_dfirst
#3 Limited range of participants
#2 Standard evaluation tools
#1 Snapshot of Reality

18. 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

19. #5 Internal stakeholders not involved
#4 Quality inconsistency
#3 Limited range of participants
#2 Standard evaluation tools
#1 Snapshot of Reality
@tomderuyck @erica_dfirst

20. @tomderuyck @erica_dfirst

21. Understanding the
urban parent
Understanding
the urban parent
@tomderuyck @erica_dfirst

22. @tomderuyck @erica_dfirst
Smaller (mobile) screens lead to
less engaged participants

23. @tomderuyck @erica_dfirst

24. @tomderuyck @erica_dfirst

25. @tomderuyck @erica_dfirst
Evaluating
Package Innovations

26. @tomderuyck @erica_dfirst

27. @tomderuyck @erica_dfirst
The role of the moderator is more
important in Asian markets

28. Adapt your approach when
managing communities in Asia
Motivations
Topics & challenges
Moderator role
@tomderuyck @erica_dfirst

29. @tomderuyck @erica_dfirst

30. Identifying
Sleeping problems
@tomderuyck @erica_dfirst

31. Sleep Well
Community
wEEK CONNECTION
SLEEPING HABITS
HEALTH AND WELL-BEING
IN CHINA
SLEEPING
PROBLEMS
REVIEW
SOLUTIONS
PHILIPS BRAND
AND SOLUTIONS
@tomderuyck @erica_dfirst

32. @tomderuyck @erica_dfirst
Technique
Consumers as culture
experts

33. @tomderuyck @erica_dfirst
360° view of the Catalogue
Relevant product
innovations
Brand positioning in a
new market
Fine-tuned packaging concepts

34. 4 takeaways when
managing communities
in Asia
Holistic view – More # & diversity
Mobile – Contextual & personal information
Local by default
Use co-researchers for sensitive topics
@tomderuyck @erica_dfirst

35. THANK YOU!
Questions?
linkedin.com/in/tomderuyck
@tomderuyck
tom@insites-consulting.com
Tom De Ruyck (InSites Consulting)
Managing Partner & Head of Consumer Consulting Boards
linkedin.com/in/ericavanlieven
@erica_dfirst
erica.vanlieven@directionfirst.com
Erica Van Lieven (Direction First)
Managing Director