inspirational customer dialogues at esomar 3d congress

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An icon of a global brand

360° evaluation

Before: focus groups

Focus groups were only giving

a snapshot of reality

Limited time spent with

consumers and a limited portfolio of research techniques possible

Largely determined by the quality and experience of the moderator

Internal stakeholders do not follow sessions that often

Evaluation of a method

Doing things

faster and more

cost-efficient

Gaining a higher

quality of data &

deeper insights

Doing things that

were just not

possible before

Triangulation

Data

Method Environmental

Theory

Investigator

5 countries (USA, China, Poland, Italy & Germany)

Different country, different story

#1 Reason to

participate

#2 Conversation

guide

#3 Role of the

moderator

#4 Gamification

Expectations towards the

brand & the

Catalogue?

First

impressions & second

thoughts?

Conversion

and impact on

the brand?

Who is the

reader?

Evaluation of the 2013 Catalogue

Phase 1

Results

Right direction

Improvements to the Catalogue

Revision of the mobile application

Phase 2

Reactivation of the

communities to test

cover ideas for the

2014 Catalogue

Participants Consumer Consultants >

Emotional/

implicit

measurement

Battle of the covers

Results

Feedback for

creatives

Clear

direction

Dialogue between

the internal and

external world

Frederic.Gennart@ Inter-IKEA.com

[email protected] @tomderuyck