collaborating with consumers eat 'n learn smartees
DESCRIPTION
This is the full slidedeck of our Eat ‘n Learn Smartees session on collaborating with consumers, presented in Geneva on 14 October 2014 and Zürich on 15 October 2014. The presentation elaborates on how to structurally collaborate with your consumers in order to generate richer consumer insights and feed your innovation funnel. All of this illustrated with client cases from ATAG, Dorel & PepsiCo.TRANSCRIPT
Collaborating with consumers
Eat ‘n Learn Smartees
This is the full slidedeck of our Eat ‘n
Learn Smartees session on
collaborating with consumers,
presented in Geneva (14 October 2014)
and Zürich (15 October 2014). The
presentation elaborates on how to
structurally collaborate with your
consumers in order to generate richer
consumer insights and feed your
innovation funnel. All of this illustrated
with client cases from ATAG, Dorel &
PepsiCo
Welcome!
We’ll start in a minute…
Content
Towards the consumer-activated company
ATAG case study
PepsiCo case study
Quinny case study
Q&A
I’m Kristof
@KRISTOFDEWULF
Top 10 most innovative marketing research agency of the world (GRIT 2014)
Global Community Moderator Network
across +50 countries
Proud to work for +30% of the world’s global brands
We have been
cheered by the
industry with
more than 25
international
awards
New York
London
Sydney
Rotterdam
Ghent
Timisoara
Our vision on contemporary marketing is evangelized through our best-selling books.
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
#collaborationtour
#insites
#mrx
#newmr
@KRISTOFDEWULF
@KRISTOFDEWULF
“99.9% of the world’s
SMARTEST people don’t
work for us.”
STIVEN KERESTEGIAN, LEGO
@KRISTOFDEWULF
5 conditions for
a perfect storm
#1
@KRISTOFDEWULF
@KRISTOFDEWULF
1. Abundance
@KRISTOFDEWULF
2. Transpa-
rencyTransparency
@KRISTOFDEWULF
3. Hyper
speed
@KRISTOFDEWULF
4. Anyone,
anywhere
@KRISTOFDEWULF
5. Power
shift
@KRISTOFDEWULF
@KRISTOFDEWULF
Limits of the 20th century management model
@KRISTOFDEWULF
60/40
<15
45%
70%
@KRISTOFDEWULF
ABUN-DANCE
TRANS-PARENCY
HYPER
SPEED
ANYONE
ANYWHERE
POWER
SHIFT
So, how can we tackle all of this then?
The new era of
co-everything
#2
@KRISTOFDEWULF
@KRISTOFDEWULF
LEAD
USERSMAKERS
From few lead users to a lot of makers
Digital transformation of business
Internet users
(per 100 people)International Telecommunication
Union, World Telecommunication/ICT
Development Report and database,
and World Bank estimates.
@KRISTOFDEWULF
@KRISTOFDEWULF
They want it!
And Gen Y?
They demand it
@KRISTOFDEWULF
@KRISTOFDEWULF
CONSUMER
ACTIVATEDCONSUMER
CENTRICCONSUMER
ORIENTED
COMPANY
ORIENTED
Where are you?
Co- isn’t short for consumer
@KRISTOFDEWULF
@KRISTOFDEWULF
Insights at the heart of everything
@KRISTOFDEWULF
Across all areas of innovation
Did you directly
talk to a consumer
about your brand or
product?Did you
start a meeting
with a story
on a consumer?
Did you
use your own
brand or product?
Did you learn
something new
about your market?
Did you
do something for
the first time?
@KRISTOFDEWULF
Building your
collaborative
playlist
#3
@KRISTOFDEWULF
@KRISTOFDEWULF
Create a curiosity
culture
Hig
h
Lo
w
Direct Indirect
Level
in t
he o
rgan
izati
on
Relationship with consumers
EXECUTIVES MANAGEMENT
FRONTLINE STAFF
@KRISTOFDEWULF
Involve the whole company
@KRISTOFDEWULF
Develop daily
rituals
1 2 3 4 5 6
7 8 9 10 11 12
13 14 15 16 17 18
19 20 21
@KRISTOFDEWULF
@KRISTOFDEWULF
Always on!
@KRISTOFDEWULF
Think playlist
not checklist
@KRISTOFDEWULF
@KRISTOFDEWULF
1. SMART QUESTIONING
@KRISTOFDEWULF
Why, why, why?
@@KRISTOFDEWULF
On their skin
@KRISTOFDEWULF
Implicit
@KRISTOFDEWULF
Consecutive learning
@KRISTOFDEWULF
2. CLOSE OBSERVING
現場@KRISTOFDEWULF
The real place
@KRISTOFDEWULF
Zoom out
@KRISTOFDEWULF
Zoom in
Auto-ethnography
@KRISTOFDEWULF
@KRISTOFDEWULF
3. CROWD CONNECTING
@KRISTOFDEWULF
Harvest internally
@KRISTOFDEWULF
Power of the crowd
Crowd interpretation
@KRISTOFDEWULF
Co-researchers to the rescue
@KRISTOFDEWULF
@KRISTOFDEWULF
4. REAL-LIFE EXPERIENCING
Leave comfort zone
@KRISTOFDEWULF
Connecting Discovering Getting a drink
Dancing Cooling down Ending the night
@KRISTOFDEWULF
Contextualize
Feel it!
@KRISTOFDEWULF
@KRISTOFDEWULF
Content
Towards the consumer-activated company
ATAG case study
PepsiCo case study
Quinny case study
Q&A
B2B = No Control
@TOMDERUYCK
@TOMDERUYCK
Creating a
Pull Effect
@TOMDERUYCK
From Selling
Products to
Telling Stories
@TOMDERUYCK
A Cook-Centric-Company
Plain text slide!
@TOMDERUYCK
Let’s start the
conversation
@TOMDERUYCK
@TOMDERUYCK
@TOMDERUYCK
Passion for
cooking
@TOMDERUYCK
@TOMDERUYCK
Recognizable
Stories
@TOMDERUYCK
@TOMDERUYCK
Meet & Greet
+ Training
@TOMDERUYCK
@TOMDERUYCK
Believe in the
strategy
@TOMDERUYCK
Feeling the Passion
@TOMDERUYCK
Leverage Consumer
Insights to the Max
@TOMDERUYCK
The Rules of
The Game
Content
Towards the consumer-activated company
ATAG case study
PepsiCo case study
Quinny case study
Q&A
Urbanizationis a trend we can’t beat
On a quest for
universal insights
Immerse into the world
of the Urban ParentInspire entire Quinny team
Understand daily challenges
Context: mobility
Urban Parents Consulting Board
120 urban parents
7 cities
3 weeks
2900 posts
New York
London Berlin
Sao PauloKuala Lumpur
Tokyo
Seoul
Challenge #1Languages
Global generation
Attitude
Skills
Challenge #2Context
Engagement
Different feedback
Higher relevance
65%
2x more visuals
47 vs. 87 words
Challenge #3Engagement
Thanks, Quinny... Now I can show
off the buggy to my other moms
out there and make them jealous
because this buggy is not available
in Malaysia and I OWN it...Yeay!
By Asyikin, Kuala Lumpur
In-sight |’in.sit|
From data touniversal insights
My love for my city is so
big that I’m ready to take
up every challenge accompanied with this
lifestyle
#1
The City for Life Parent
Even with the problems that happen in
this huge city, we love to live here. It
has so many great restaurants, lots of
theatres, shopping malls, parks, the
cultural life is very nice here. SP is
also the financial capital of the country
so lots of business happen here.
Changing experience with people
around the world will help me and my
family to deal with bad stuff that SP
has, making our life more enjoyable.
Clarissa
Besides experiencing the
dynamics of city life, I
want my children to go
‘back to basic’ and not
forget about the authentic
things in life such as
nature
#2
2. Going back to basic
My daughter loves being outside, so
much so that if she wants to go play
outside, she will get her shoes and have
me put them on and the get my shoes and
try to put them on for me. So whether she
is just sitting in the grass exploring or
getting to run around on a playground
she just loves being outside.
Starlitsky
The city can be quite
impersonal and I don’t
want my children to grow
up thinking there are no
people who care about
them”
#3
3. The Modern FamilyMy parents encouraged me to leave the kids at
home with them as they love kids and would be
more than happy to look after them. It is
important in our family that we see the children
grow up and they do not spend hours being looked
after in a daycare center or a babysitter. We love
to keep the ties with the children tight in the
family.
Sontschi
Our families don’t live in Berlin. We Skype
regularly with them. My 15month old daughter
starts to realize, that her grandparents talk to
her through the iPhone or tablet and she loves
it. She waves her hand to them and talks
something in her baby language.
Supersavvy
Although we live in such a
big and sometimes
anonymous city, I really
want my children to feel
safe and at home in our
own neighborhood
#4
4. Getting around
Routine trips are to the store, up
into town to meet friends, to baby
groups and group activities. If
we’re staying local, we use the
stroller because Iz LOVES to face
out and stare at people as we pass,
nosy little biddy.*lol*.
We have regular play groups in our
area, they’re very important for her
socialization and for my sanity!
Some of them have music and
singing, all of them have friends for
her to play with, and we love them.
Bigmamabrown
And…Action!
Creating positivedisruption
Urban parents have many reasons for
loving the city life, but what reason do
parents mention most often when
talking about why they like the city?
A. Good schooling
B. Wide offer of activities
C. Many opportunities
Impact:Repositioning the brand
ME
SK
ILL
SL
OO
KS
WE
From looks to skills, from
me to we
New social currency
New productinnovations
Prioritize product ideas
Guide internal discussions
The story of the
longboardstroller
Partner Studio Peter van Riet
Viral campaign
OVAM Eco Award PRO 2012
Content
Towards the consumer-activated company
ATAG case study
PepsiCo case study
Quinny case study
Q&A
Hot
Takeaways
No need
to brief the
agency
No need
to brief the
agency
Clear
changes in brand
positioning
No need
to brief the
agency
Clear
changes in brand
positioning
Relevant
refinement to the
Max campaign
Challenge accepted?
@KRISTOFDEWULF
Ready It starts with you.
@KRISTOFDEWULF
Set It’s a marathon. Not a sprint.
@KRISTOFDEWULF
Go The world is your playground.
@KRISTOFDEWULF
