Thijs Van de Broek
Research Consultant
I’m Thijs
26 years, living near Ghent, living
together with Anneleen.
Qualitative Research Consultant at
InSites Consulting. Master in Product
Design.
Working for InSites forwar&d lab on
the Consumer Insight Activation
project. Passionate about taking
research forward (in a nice looking
way)
Does the
future of
business
depend
on luck?
@thijsvandebroek
The old
world is
gone …
@thijsvandebroek
How fast
is fast?
@thijsvandebroek
How much is too much?
@thijsvandebroek
Expect the
unexpected
@thijsvandebroek
@thijsvandebroek
@thijsvandebroek
You are NOT your
consumer
@thijsvandebroek
It’s about
hardcore
listening
@thijsvandebroek
@thijsvandebroek
2. Getting to insights
What is an insight?
3. Activating insights
1.
@thijsvandebroek
Children love what they
instinctively discover for
themselves
The brand behind...
@thijsvandebroek
Children love what they instinctively discover for
themselves
@thijsvandebroek
The brand behind...
@thijsvandebroek
Be different
The brand behind...
@thijsvandebroek
Be different
@thijsvandebroek
The brand behind...
@thijsvandebroek
I want to escape the limitations of my
daily routine life and enjoy the activity
of fantasizing about alternative
identities, lives, or positions
The brand behind...
@thijsvandebroek
I want to escape the limitations of my daily routine life and enjoy
the activity of fantasizing about alternative identities, lives, or
positions
@thijsvandebroek
The brand behind...
@thijsvandebroek
Insight ≠ (big) data
@thijsvandebroek
Insights ≠ ideas
2005 2013
@thijsvandebroek
In-sight |’in.sit|
@thijsvandebroek
It’s me!
@thijsvandebroek
Why
insights
are like
refrigerators
@thijsvandebroek
I want to
change
@thijsvandebroek
Without
activation,
an insight
is useless
@thijsvandebroek
It’s just a
starting point
@thijsvandebroek
It is the DNA of
your product
@thijsvandebroek
It will ruleyour mind
@thijsvandebroek
It can enter
every touchpoint
@thijsvandebroek
Getting to insights
1. What is an insight?
3. Activating insights
2.
@thijsvandebroek
You don’t
know what
you don’t
know
@thijsvandebroek
Consumers
are bad
witnesses of their own
behaviour
@thijsvandebroek
Everybody / Everywhere / Anytime
@thijsvandebroek
LANDSCAPE
PORTRAIT
OUT OF
THE BOX
IN THE BOX
How to mine insights?
@thijsvandebroek
PORTRAIT
OUT OF
THE BOX
IN THE BOX
LANDSCAPE
How to mine insights?
@thijsvandebroek
Don’t jump to conclusions
@thijsvandebroek
@thijsvandebroek
PORTRAIT
OUT OF
THE BOX
IN THE BOX
LANDSCAPE
How to mine insights?
@thijsvandebroek
Context is key
@thijsvandebroek
Use different perspectives
@thijsvandebroek
The power of the crowd
@thijsvandebroek
PORTRAIT
OUT OF
THE BOX
IN THE BOX
LANDSCAPE
How to mine insights?
@thijsvandebroek
The advantage
of inconsistency
@thijsvandebroek
Insight is about people
@thijsvandebroek
It’s what
you do with
people
@thijsvandebroek
@thijsvandebroek
PORTRAIT
OUT OF
THE BOX
IN THE BOX
LANDSCAPE
How to mine insights?
@thijsvandebroek
Reframe
@thijsvandebroek
@thijsvandebroek
It’s a
way of life
@thijsvandebroek
@thijsvandebroek
Activating insights3.
2. Getting to insights
1. What is an insight?
@thijsvandebroek
Show me the money
@thijsvandebroek
@thijsvandebroek
Is it you?
@thijsvandebroek
Spread
the word
@thijsvandebroek
Everybody
is curious
@thijsvandebroek
Inspire!
@thijsvandebroek
Capture (false)
assumptions
@thijsvandebroek
@thijsvandebroek
Market research as
an order-taking function
Consumer insight as a
source of competitive advantage
Sources: BCG Consumer Insight Benchmarking (May 2009)
Traditional
market
research
function
Business
contribution
team
Strategic
insight
organization
Strategic
foresight
organization
1 2 3 4
Where are you today?
@thijsvandebroek
@thijsvandebroek
@thijsvandebroek
Get out
of your
comfort
zone
1.
Develop
daily
rituals
@thijsvandebroek
2.
Think big,act radical
@thijsvandebroek
3.
The best way to
predict the future is to create it
@thijsvandebroek
Merging research with creativityOnline Research communities as a tool
for consumer-centric product development
Research Consultant
Thijs Van de Broek
@thijsvandebroek
We believe consumers will
take the lead in shaping any
company or brand in the future.
Marketers need to learn how to
let go and take down their
marketing walls as companies
actively listening and involving
consumers outperform the
competition.
Content
online research communities
case: the Heineken concept club
@thijsvandebroek
It’s time to re-invent
marketing (research).
Because power has shifted
to the consumer.
@thijsvandebroek
Power has shifted to the consumer.
Get used to it and learn
how to lead instead of how to control.
8/10 consumers want
to help in co-creation
projects of companies
they like.
The only thing they ask in return: give us feedback on what you do with our input.
@thijsvandebroek
@thijsvandebroek
How to connect
with consumers?
@thijsvandebroek
One way to get connected
is to get marketers
in the living room of the consumer.
@thijsvandebroek
An alternative way is to get consumers
in the boardroom of your organization.
@thijsvandebroek
Communities are at the core
of new generation research.
Always-on research
with consumers acting as
part-time marketers.
@thijsvandebroek
RESEARCH
carefully screened group of consumers
gathered around a common interest
@thijsvandebroek
RESEARCH
carefully screened group of consumers
gathered around a common interest
joining a closed online platform
longitudinal connection
managed by passionate moderators
@thijsvandebroek
RESEARCH
carefully screened group of consumers
gathered around a common interest
joining a closed online platform
longitudinal connection
managed by passionate moderators
needsbeliefs
perceptions
motivations
underlying emotions
aspirations
Turn insights into a new proposition for your product/service, brand or communication.
In-market assessment of the consumer’s interaction with your brand, product and/or activations.
Finetune your product proposition, your brand positioning and/or your communication/activation campaign.
Explore your target group, their product & its usage and the consumer ‘s decision process.
1/Insighting
2/Developing
3/Implementing
4/Optimizing
Business Objectives
Ideas concepts value proposition
Optimized situation (brand, product/service, activation)
Finetuned proposition
Insights & Inspiration
@thijsvandebroek
@thijsvandebroek
@thijsvandebroek
@thijsvandebroek
@thijsvandebroek
RESEARCH
WHO?
i•den•ti•fi•ca•tion[ahy-den-tuh-fi-key-shuhn,]
noun
The convergence of
brand's values with that of the
person, and the degree to which the
brand is regarded as having personal
relevance. Typically represented by
concentric circles moving closer.
You Brand
Who? Community members are
connected by
brand and/or topic involvement
@thijsvandebroek
@thijsvandebroek
Who? Dunbar’s number:
150 members is the maximum number
enabling social interactions on a community.
@thijsvandebroek
R² = 0.6357
R² = 0.4659
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59
On_Topic_Arguments
New On Topic Arguments
Poly. (On_Topic_Arguments)
Log. (New On Topic Arguments)
New content
On topic postsOptimal length of
community threads
30 posts
@thijsvandebroek
Who? Creating in-depth relationships with fewer
rather than superficial relationships with many.
@thijsvandebroek
RESEARCH
WHAT?
@thijsvandebroek
What? It’s all about the experience!
Philips Sleep Well Community
@thijsvandebroek
@thijsvandebroek
What? Let them play.
Gamify your research
and be amazed
by the boost in reactions
What? We like to be challenged.
Didn’t you ever try
to beat the system?
@thijsvandebroek
@thijsvandebroek
@thijsvandebroek
@thijsvandebroek
RESEARCHHOW?
How? Creating the right experience is hard work.
It’s about creating the right mix in
the story
the equilibrium
the results
and the methods.
@thijsvandebroek
@thijsvandebroek
How? Commitment from the company.
Buy-in, engagement and input.
How? Go beyond the 30 min debrief.
Don’t present.
Engage, inspire and let them act.
@thijsvandebroek
@thijsvandebroek
Create engaging experiences
that inspire
and are worth sharing
IDEO, 2005
I know .. I don’t know ..
.. I know what I knowmy tacit
knowledge
.. I don’t knowgaps in my knowledge
my ignorance
@thijsvandebroek
Content
online research communities
case: the Heineken concept club
Content
online research communities
case: the Heineken concept club
The historical legacy behind Heineken’s
design credence is what led the brand
to pursue its progressive roots
and encourage emerging designers.
The Heineken STR bottle
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?
Select ideas and create consistency?
How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
Crowdsourcing emerging designers
via social media
Making the final selection on Pecha Kucha nights
in Milan, New York, Sao Paulo & Tokyo
Designers get their inspiration from
life in the city, the club scene,
each other, their expert coaches,
the Heineken brand and of course…
clubbers!
How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
Connect with clubbers and understand their journey
Understanding the journey of clubbers
PARTICIPANTS
COUNTRIES
clubbing
design-savvy
Heineken
The Heineken concept club community
Clubbing experience
Role of clubbingReview of the
Ideal experience
nightlife experience
Process
MROC with 120 clubbers
MROC with designers, coaches, the Heineken team
and clubbers
Selection of designers Selection and development of ideas
Launch
How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
Connect with clubbers and understand their journey
Approach the nightlife experience as service design
Core potential of an insight
IT’S MEAHA! XI never thought of it like this before
You understand me
Branding potential of an insight
Innovation potential of an insight
Connecting Discovering Getting a drink
Dancing Cooling down Ending the night
The layout takes a cue from
the nightlife journey of clubbers
Join forces with a multidisciplinary group of designers
Connect with clubbers and understand their journey
Approach the nightlife experience as service design
The result?
Queuing in front of the club is
always so boring! It should be
possible to already have a first
glimpse of the vibes, it will make it
worth waiting and build up my
excitement.
The origami element at the entrance links the outside to
the inside of the club and hints at the interior design.
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.
The staff is dressed in vibrant futuristic outfits,
in line with the ‘Changing perspectives’ theme of the club.
The first moment of meeting up is
only about my friends. It would be
cool if we could create and tweak
our very own atmosphere.
The biggest video bottle wall in the world reacts on sound
and features live images of the clubbers.
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.
The bar is interactive and allows you to order a beer,
it even keeps track of who is next in line.
I’m at the bar for different
reasons; sometimes just to quickly
get a drink, but I may also be
catching up with my friends or
having a chat with an interesting
stranger.
The interactive bar surface entertains and connects
people in playful ways.
I like having a unique drink that
has a story to tell. This experience
emphasizes the identity and
authenticity of the club and
provides me with an exclusive
story worth sharing.
The limited edition bottle alters it’s appearance
under different types of light and is accompanied
by origami serving trays and openers.
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!
Leave your drink on the numbered shelf
and go crazy on the dance floor.
We are all a bit looser while
dancing, this is a great opportunity
to connect with new people and
the DJ; too often I’m only
surrounded by the same people.
Video mapping and a 3D origami star let the dance floor
become a playground, measuring the energy of the dancers
and allowing the DJ to adjust accordingly.
In-between dancing I like to give
my senses a break. I want to
revitalize before going back onto
the dance floor.
The angular seating in the lounge area
calms the senses.
Clubbers are invited to express their thoughts
on an origami-shaped wall.
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.
Instant pictures provide you with
a tangible memory to take home.
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.
When it’s time to move on, a friendly concierge
will guide clubbers onwards, giving directions
and arranging cabs home.
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?
Select ideas and create consistency?
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 V I E W S + 600.000 p r i n t
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
The Heineken concept club
Design proves to be one of the most powerful tools to create a memorable journey, the connection with clubbers results in a relevant and impactful experience.
Thijs.Vandebroek @insites-consulting.com
@thijsvandebroek