structural collaboration: market research in a professional reality

Market Research in a professional reality

InSites Consulting

@STINUS230 @SOFIEBRUGGEMAN

I’m Stijn

27, living in the most beautiful city of

Belgium, Ghent… but travelling back and

forth from Belgium to New York almost

each month (Things you do for love )

Working @InSites for almost 3 years and

passionate about influencing the

marketing strategy of the biggest FMCG

companies in the world

Although I have a strong background in

math, I am a qualitative researcher ‘pur

sang’ and a huge fan and even advocate

of Consumer Consulting Boards

@STINUS230

I’m Sofie

30’ish, living in the bright city center of

Ghent.

Working @ InSites Consulting for 8 years.

Into reading ( Matilda, Liefde in Tijden

van Cholera, Ontdekking van de hemel).

Passionate about the Empowered Health

Consumer & the relationship patient-HCP-

pharmaco (e.g. Health apps!)

I joined InSites as an ‘offline’ qualitative

researcher (a dinosaur these days), but

now fully into MROCs, blog research,

online discussion groups…

@SOFIEBRUGGEMAN

WHO CONSIDERS A

CAREER IN

MARKET RESEARCH?


Contents

Who the f*** is InSites?

Why we believe in online research

Research Methodologies

Consumer Consulting Boards

ODG’s vs. One-on-Ones

Who the f*** is InSites?

8th most

innovative

marketing

research

agency of the

world

(GRIT 2014)

Our vision of

contemporary

marketing is

evangelized

through our

best-selling

books.

130 people across 5 offices

Global Community Moderator Network

75 certified moderators in +50 countries

Consumer panel in +50 countries

A people-centric culture


Life Sciences & HealthcareAstraZeneca I Barco Healthcare I Baxter I Bayer Healthcare I Bristol-Myers Squibb I GSK I Janssen I Johnson &

Johnson I Lilly I Merck Serono I Nutricia Advance Medical Nutricion I Pfizer I Roche I Sanofi Pasteur MSD I UCB

Media & EntertainmentBBC World I Bloomberg I Google I Kinepolis | LinkedIn I National Geographic I News International I RTL I

SBS Broadcasting I Sony I Viacom Media Networks I VMMa I Yahoo!

Financial ServicesABN AMRO I BNP Paribas Fortis I ING I MasterCard I PayPal I Rabobank I US Bank

FMCG / CPGAB InBev I Avon I Beiersdorf I Campbell Foods I Carlsberg I Chiquita I Coca-Cola I Danone/Dannon I Diageo I

Ferrero I Givaudan I Heineken I Heinz I Kellogg’s I Kraft I McDonald’s I Nestlé I PepsiCo I Reckitt Benckiser I

Sara Lee I Unilever

GLOBAL CUSTOMERS

Technology & ServicesAirFrance KLM I AT&T I eBay Classified Group I IKEA I Panasonic | Philips | Skype | SkyTeam | The Phone

House I TomTom I TUI | UPC | Vodafone Group Services


Why we believe in online research

@@

C

More open and honest

1.


C

Context potential

@

2.


@tomderuyck@

C

No Regional constraints

3.


@tomderuyck@tomderuyck@

C

Limited group pressure

4.


@

C

Easy to monitor

5.

@tomderuyck@tomderuyck@@STINUS230 @SOFIEBRUGGEMAN

@tomderuyck@@tomderuyck@tomderuyck@

C

High consecutive learning

6.


C

Bottom-up insights

7.

@tomderuyck@@tomderuyck@tomderuyck@@STINUS230 @SOFIEBRUGGEMAN

@@tomderuyck@@tomderuyck@tomderuyck@

C

Reach all target groups

8.


@@@tomderuyck@@tomderuyck@tomderuyck@

C

On-going potential

9.


Methodologies

We allow participants to ENGAGE

with us anytime, anywhere (online,

mobile, asynchronous methods…).

We make it fun for them to give

more & better answers

(gamification, audio-visual cues,

design…). We empower them to be

co-researchers (crowd

interpretation, co-moderation…).

METHODS

Digital Surveys

OnlineGroup

Discussions

Consumer-ledEthnography

1on1OnlineInterviews

Social MediaListening & Netnography

Engage

Asynchronous

Synchronous

Individual Group

Customer Consulting

Boards



N (opinions) N (respondents)

We allow participants to ENGAGE

with us anytime, anywhere (online,

mobile, asynchronous methods…).

We make it fun for them to give

more & better answers

(gamification, audio-visual cues,

design…). We empower them to be

co-researchers (crowd

interpretation, co-moderation…).

METHODS

Digital Surveys

OnlineGroup

Discussions




Engage

Asynchronous

Synchronous

Individual Group

Customer Consulting

Boards


1 on 1 vs. ODG’s

• Cost-based exceptions

• Smaller clients

• Very urgent – concise research

questions (e.g. ad test, package

test, concept test …)

• Multi-country projects

• Profile-based exceptions

• Healthcare sector: recruitment &

incentive costs of HCPs

• Expert research (B2B…)

• User-experience research of

digital platforms

• Screenshare functionality +

ethnographic live part

1on1 & ODGs - exceptions

Digital Surveys

OnlineGroup

Discussions




Engage

Asynchronous

Synchronous

Individual Group

Customer Consulting

Boards


Case 1: Ontex wants to know which

packaging option they should choose

for their incontinence range

Which method – why?

OnlineGroup

Discussions



Case 2: Danone wants to extend their

current product offer in 10 countries &

needs to evaluate different propositions

(concepts).

Which method – why?

OnlineGroup

Discussions



OnlineGroup

Discussions


Rule of Thumb:

Whenever in-depth interviews are not really

needed, focus groups are always preferred

Faster

More info

Cross-fertilization

Cheaper

<


TIME FOR

CASE

STUDIES!


For the coming years, a key priority for xxx is to drive volume and value growth.

Two key elements in accomplishing this growth objective are geographical

expansion on the one hand and innovation on the other hand.

Different splits/country

Heavy vs light xxx

users

Kids/no kids

(families/couples)

Younger & older

participants

Danone case study

#Confidential

Xxx case study#Confidential

CONFIDENTIAL!

1. Homework by every participant

2. Online discussion group (2h)

Richer & deeper outtakes during

session (build on homework output)

Participant in the mindset of the

subject

Better participant background

Xxxx brand associations (limits of a

brand stretch)

Concept testing

Favourite concept

#Confidential

Danone case studyDanone case study

#Confidential

Xxxx case study#Confidential

#Confidential


#Confidential


Global Community Moderator Network

Global Consumer Co-researcher Network

#Confidential


#Confidential


#Confidential

Truvo case study

… wants a more profound (qualitative) understanding of the market of online

(commercial) search engine users.

The research should detect different types (persona) of searchers which are

helpful for marketing objectives (e.g. product development, communication…)

8 Flemish participants

8 Walloon/Brussels

participants

#Confidential

Danone case study

#Confidential


#Confidential

Truvo case study#Confidential

interviewer

Participant

Clients @ office

#Confidential

Truvo case study

#Confidential

Truvo case study

#Confidential

Danone case study

#Confidential


#Confidential


16 PEOPLE in

DIFFERENT LIFE STAGES

WE OBSERVED 40+ SEARCH PROCESSES!

CONFIDENTIAL!

#Confidential

Truvo case study

e.g. This participant is using

Windows Vista. We also observe

that this participant saves different

links on his desktop (e.g. eBay).

#Confidential

Truvo case study

#Confidential

Danone case study

#Confidential


#Confidential


#Confidential

Truvo case study

IMPACT.

- Designing a relevant questionnaire to

calculate market sizes of each of the ‘search

types’ detected (business focus)

- Helping their primary customers (business

clients)

to make the right choices in terms of online

presence

(loyalty, acquisition)

#Confidential

Truvo case study

#Confidential

Danone case study

#Confidential


#Confidential


Consumer Consulting Boards

Flashback


Consumer Consultant


the motivations of today’s consumers,

we have to understand their lives.

If we want to know how to understand


?

?

?

?4 things to remember about consumers


1


A world full of user-generated information.


empowered


Impact on qualitative research?

Social tools


1 2


connectedempowered



Social tools Longitudinal connection


1 23


Life of George


smart co-creator

empowered connected



Social tools Longitudinal connection Collaboration with brands


1 23

4@STINUS230 @SOFIEBRUGGEMAN

90-99% of behaviour is emotional. And they like to share it!


smart co-creator

empowered

emotional

connected



Social tools Longitudinal connection Collaboration with brands Emotional tools


He would connect with consumers through an online research community.


Noreen: “You think about

your favourite brands’

future! So you and your

ideas have a direct

impact on how a brand

will present itself. Isn’t that

the coolest thing?!”


Benzodiazepine: “There

is a great variety of tasks

(questions, assignments,

colleagues, composing

mood boards) and it’s

great that we can test

products which have not

been launched in the

market yet!


Insighting Developing

Optimizing Implementing

Business

Objectives


http://www.google.be/url?sa=i&rct=j&q=heineken+logo&source=images&cd=&cad=rja&docid=7cc4SYwm7vi2UM&tbnid=d85qAIel_N1ntM:&ved=0CAUQjRw&url=http://free-extras.com/images/heineken_logo-10274.htm&ei=wBIVUdGGGISLhQef3oHQBA&bvm=bv.42080656,d.ZG4&psig=AFQjCNEDXT3Sh8u1l14tHS7gRJjoVeUJFw&ust=1360421949769305

http://www.google.be/url?sa=i&rct=j&q=heineken+logo&source=images&cd=&cad=rja&docid=7cc4SYwm7vi2UM&tbnid=d85qAIel_N1ntM:&ved=0CAUQjRw&url=http://free-extras.com/images/heineken_logo-10274.htm&ei=wBIVUdGGGISLhQef3oHQBA&bvm=bv.42080656,d.ZG4&psig=AFQjCNEDXT3Sh8u1l14tHS7gRJjoVeUJFw&ust=1360421949769305

ChallengesInvolve 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?

1234

Select ideas and create consistency?5


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




Connect with clubbers and understand their journey


Understanding the journey of clubbers

PARTICIPANTS

120COUNTRIES

20 Clubbing

design-savvy

Heineken


Online Research Community


The Heineken concept club community

Clubbing experience

Role of clubbingReview of the

Ideal experience

nightlife experience




Approach the nightlife journey as service design



Connecting Discovering Getting a drink

Dancing Cooling down Ending the night


The layout takes a cue from

the nightlife journey of clubbers




Approach the nightlife journey as service design


The result?


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.


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.


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.


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.


Clubbers are invited to express their thoughts

on an origami-shaped wall.


Instant pictures provide

to take home.

you with a tangible memory


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.


ChallengesInvolve 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?

1234

Select ideas and create consistency?5


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


Hart voor Elkaar

(Heart-to-Heart Talk)How connecting with patients leads to better insights

By Annelies Verhaeghe, Head of Research Innovation

Sofie Bruggeman, Senior Research Manager Life Sciences & Healthcare team

Martijn Huisman, Research Consultant Life Sciences & Healthcare team

InSites Consulting

Understand the patient’s lifestyle

Get insight in the role of

hypertension in the patient’s life

RESEARCH OBJECTIVES

Find new patient insights and

translate them into actionable &

relevant services

BUSINESS OBJECTIVES


http://www.google.com/url?sa=i&rct=j&q=heart+beat&source=images&cd=&cad=rja&docid=aRJFtGL2iV_GDM&tbnid=Nhv5PN0rCy8YIM:&ved=0CAUQjRw&url=http://caringenemies.blogspot.com/2012/08/unusual-beat-of-heart.html&ei=Ue4tUZyzGNSThgfh7oDYAw&bvm=bv.42965579,d.ZG4&psig=AFQjCNGVZA9Il4773I_-OgqgAlfkbibUiA&ust=1362051020153804

http://www.google.com/url?sa=i&rct=j&q=heart+beat&source=images&cd=&cad=rja&docid=aRJFtGL2iV_GDM&tbnid=Nhv5PN0rCy8YIM:&ved=0CAUQjRw&url=http://caringenemies.blogspot.com/2012/08/unusual-beat-of-heart.html&ei=Ue4tUZyzGNSThgfh7oDYAw&bvm=bv.42965579,d.ZG4&psig=AFQjCNGVZA9Il4773I_-OgqgAlfkbibUiA&ust=1362051020153804

The patient consulting board

1 2 3

1

2

3

Blog

Crowd

Interpretation

Discussions


What is a GOOD customer

insight ?

x x =Aha!! It’s me !!!


INSIGHT

ACTIVATION

PATIENT

… is hard!


A good insight starts with

your patient

Too often companies innovate based

on a product, a technology or universal

trends. A good insight however should

start with the customer.


SAY ‘Hi’ TO

YOUR

PATIENT

CONSULTING

BOARD


1. Online ethnography

OBSERVING hypertension patients by asking them to blog about their life


Get immersed

in the life of patients

Explore typical

hypertension moments

Discover routines

hypertension moments


Treatment compliance &

doctor contact

Hypertension medicines are

almost never kept in the

medicine cabinet.

They have to be in a place

easy to reach and where

they are not forgotten.


Building the community in the loungeGetting insights in information needs and FAQ’s

“Who has work

arounds to lower

your blood pressure

(for example

meditation)?”

“This research made

me wondering, what is

the difference between

pain and high blood

pressure?“

“Which type of

food can help to

control your

blood pressure?”

“Is fruit healthy

for the heart?

Any specific

type of fruit?”


Beyond the in-home visit

The impact of type of day on compliance


http://www.google.be/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=sUvwJBiCsH3okM&tbnid=gYI1G-YBD79cJM:&ved=0CAUQjRw&url=http://www.etsy.com/listing/78689127/weekly-calendar-vinyl-decal-for-dry&ei=k7ycUdDPGMyr0gWW6YHwBA&bvm=bv.46751780,d.ZGU&psig=AFQjCNHrAF9RxXtH0_k0yyDOfzabBZ2irg&ust=1369312768638867

http://www.google.be/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=sUvwJBiCsH3okM&tbnid=gYI1G-YBD79cJM:&ved=0CAUQjRw&url=http://www.etsy.com/listing/78689127/weekly-calendar-vinyl-decal-for-dry&ei=k7ycUdDPGMyr0gWW6YHwBA&bvm=bv.46751780,d.ZGU&psig=AFQjCNHrAF9RxXtH0_k0yyDOfzabBZ2irg&ust=1369312768638867

Seeing the world through their eyes


The patient storytelling board


2. Crowd interpretation game

Interpret and explain the patient stories to generate more and new insights


Crow

d

inte

rpreta

tion


360° interpretation

55 hypertension patients

24 HCP’s

50 caregivers


“My family members do not appreciate it if the topic ‘nagging about my health’ is raised. It is our family taboo.”

(Patient)

“It would be good for patientsto contact others and to raise

hypertension as a topic for discussion with family and

friends.”(Caregiver)

360° perspective


http://www.google.be/url?sa=i&rct=j&q=two+sides+of+the+same+coin&source=images&cd=&cad=rja&docid=Ckhu4x3yfYEF2M&tbnid=DFDFnPW9dxhKaM:&ved=0CAUQjRw&url=http://investingcaffeine.com/2012/07/29/sifting-through-the-earnings-rubble/&ei=PZuIUet5zpzTBeWGgIAC&bvm=bv.45960087,d.ZGU&psig=AFQjCNGQxKbCLiCYS5iEHwprenTIS7y34A&ust=1367993524758541

http://www.google.be/url?sa=i&rct=j&q=two+sides+of+the+same+coin&source=images&cd=&cad=rja&docid=Ckhu4x3yfYEF2M&tbnid=DFDFnPW9dxhKaM:&ved=0CAUQjRw&url=http://investingcaffeine.com/2012/07/29/sifting-through-the-earnings-rubble/&ei=PZuIUet5zpzTBeWGgIAC&bvm=bv.45960087,d.ZGU&psig=AFQjCNGQxKbCLiCYS5iEHwprenTIS7y34A&ust=1367993524758541

3. Discussion stage

Further shape insights and explore useful services to hypertension patients


From insight to action

Reflective probing New services


http://www.google.be/url?sa=i&rct=j&q=plug+in+electric&source=images&cd=&cad=rja&docid=T3NUBqi--zZJ_M&tbnid=KLJ3YWmN7CrbdM:&ved=0CAUQjRw&url=http://www.mb-hs.com/pat-testing.htm&ei=FKiIUae9GYnG0QX_5IHIAQ&bvm=bv.45960087,d.ZGU&psig=AFQjCNFaTjWriiw2Qh-1rZQZjbu6OYKL_w&ust=1367996768929389

http://www.google.be/url?sa=i&rct=j&q=plug+in+electric&source=images&cd=&cad=rja&docid=T3NUBqi--zZJ_M&tbnid=KLJ3YWmN7CrbdM:&ved=0CAUQjRw&url=http://www.mb-hs.com/pat-testing.htm&ei=FKiIUae9GYnG0QX_5IHIAQ&bvm=bv.45960087,d.ZGU&psig=AFQjCNFaTjWriiw2Qh-1rZQZjbu6OYKL_w&ust=1367996768929389

http://www.google.be/url?sa=i&rct=j&q=reflective+water&source=images&cd=&cad=rja&docid=D-m9kBKU7f5MEM&tbnid=_VLBQ-0MnQpNFM:&ved=0CAUQjRw&url=http://library.byways.org/assets/75682&ei=oamIUYy9NOqY1AX7kYC4Ag&psig=AFQjCNFTrQuMrSoyYI41mbvvIFx6JswM0g&ust=1367997208981979

http://www.google.be/url?sa=i&rct=j&q=reflective+water&source=images&cd=&cad=rja&docid=D-m9kBKU7f5MEM&tbnid=_VLBQ-0MnQpNFM:&ved=0CAUQjRw&url=http://library.byways.org/assets/75682&ei=oamIUYy9NOqY1AX7kYC4Ag&psig=AFQjCNFTrQuMrSoyYI41mbvvIFx6JswM0g&ust=1367997208981979

The impact on patients (…and the moderator)

“I am hardly ever concerned with high

blood pressure. It is hereditary and I take

a pill everyday. But after two weeks of

participating in this project, I did start to

observe myself better.”

“I have been living with high blood

pressure for years. I hardly ever pause

to think about it. But by participating in

this community I do think consciously

about it: how I live with it, how I fit it in

with my life, and how I keep it in mind

after all.”

“I took the time to reflect on

what hypertension means in my life.

Usually you pay little or no attention

because your situation is quite stable.”


http://www.google.be/url?sa=i&rct=j&q=wake+up+call&source=images&cd=&cad=rja&docid=cczjtaJgw0zyVM&tbnid=3S-plKoijuFReM:&ved=0CAUQjRw&url=http://thisisyourwake-upcall.blogspot.com/&ei=RACCUerHDIKW0AXZ74GIBg&bvm=bv.45921128,d.ZGU&psig=AFQjCNGxbr0uObTGrykb8fdJz-NZ-BWRGw&ust=1367560638500150

http://www.google.be/url?sa=i&rct=j&q=wake+up+call&source=images&cd=&cad=rja&docid=cczjtaJgw0zyVM&tbnid=3S-plKoijuFReM:&ved=0CAUQjRw&url=http://thisisyourwake-upcall.blogspot.com/&ei=RACCUerHDIKW0AXZ74GIBg&bvm=bv.45921128,d.ZGU&psig=AFQjCNGxbr0uObTGrykb8fdJz-NZ-BWRGw&ust=1367560638500150

“Very recognizable and

definitely a translation of

all types of patients that

I see in my practice.”

The impact on HCP’s

“More openness to

empower patients to

self monitor their health

condition.”


The impact for Merck

Deliverables 1717 posts (blog + crowd interpretation +

community)

Interactive health consumer

dashboard (Pivot Viewer) with over

250 tagged pictures & texts

7 (unmet) needs and frictions

across the patient journey

6 service concept solutions

(only 4 adverse events encountered)


The impact for Merck

“This methodology helps us to truly

understand patient needs.

The active involvement of the participants

generated a lot of valuable insights, which

were validated afterwards by physicians”.

Nico Smets

Business Unit Director Fertility & Endocrinology, CardioMetabolic Care &

General Medicine @ Merck


WHO CONSIDERS A

CAREER IN

MARKET RESEARCH?


Now this is not the end.

It is not even the beginning

of the end. But it is, perhaps, the

end of the beginning.

Winston Churchill