Collaborating with consumers in Asia at ESOMAR Asia Pacific

in Asia

Collaborating

with consumers

Tom De Ruyck Erica Van Lieven

tomderuyck erica_dfirst

Half of the Top 10 emerging markets lie in Asia


510 emerging

economies lie

in Asia

Half of the worldrsquos internet

population lives in Asia



45 of

internet

users from

Asia


The majority of the social media users is

connected to brands


610 social

network users

are connected to

brands

Asian consumers donrsquot like co-creation amp

collaboration with brands that much



910 consumers

want to collaborate

with them


COMMUNITIES

RESEARCH

4 INGREDIENTS



Evaluation of the

IKEA catalogue 2013


From offline focus

groups to online communities

5 reasons



1 Snapshot of Reality


2 Standard evaluation tools


Customers

Potential customers

Lapsed customers

N=50-150


3 Limited range of participants



USA GEP

LIT

CH

4 Quality inconsistency





5 Internal stakeholders not involved







Understanding the

urban parent

Understanding the urban parent



Smaller (mobile) screens lead to

less engaged participants




EvaluatingPackage Innovations



The role of the moderator is more

important in Asian markets

Adapt your approach when

managing communities in Asia

Motivations

Topics amp challenges

Moderator role



Identifying Sleeping problems


Sleep Well

Community

wEEK CONNECTION

SLEEPING HABITS

HEALTH AND WELL-BEING IN CHINA

SLEEPING PROBLEMS

REVIEW SOLUTIONS

PHILIPS BRAND AND SOLUTIONS



TechniqueConsumers as culture

experts


360deg view of the Catalogue

Relevant product

innovations

Brand positioning in a

new market

Fine-tuned packaging concepts

4 takeaways when

managing communities

in Asia

Holistic view ndash More amp diversity

Mobile ndash Contextual amp personal information

Local by default

Use co-researchers for sensitive topics


THANK YOU

Questions

linkedincomintomderuyck

tomderuyck

tominsites-consultingcom

Tom De Ruyck (InSites Consulting)

Managing Partner amp Head of Consumer Consulting Boards

linkedincominericavanlieven

erica_dfirst

ericavanlievendirectionfirstcom

Erica Van Lieven (Direction First)

Managing Director


Half of the Top 10 emerging markets lie in Asia


510 emerging

economies lie

in Asia





45 of

internet

users from

Asia



connected to brands


610 social

network users

are connected to

brands





910 consumers

want to collaborate

with them


COMMUNITIES

RESEARCH

4 INGREDIENTS



Evaluation of the

IKEA catalogue 2013


From offline focus


5 reasons







Customers

Potential customers

Lapsed customers

N=50-150





USA GEP

LIT

CH













Understanding the

urban parent
















Motivations


Moderator role





Sleep Well

Community

wEEK CONNECTION

SLEEPING HABITS


SLEEPING PROBLEMS

REVIEW SOLUTIONS





experts



Relevant product

innovations


new market


4 takeaways when


in Asia



Local by default



THANK YOU

Questions


tomderuyck





erica_dfirst



Managing Director


510 emerging

economies lie

in Asia





45 of

internet

users from

Asia



connected to brands


610 social

network users

are connected to

brands





910 consumers

want to collaborate

with them


COMMUNITIES

RESEARCH

4 INGREDIENTS



Evaluation of the

IKEA catalogue 2013


From offline focus


5 reasons







Customers

Potential customers

Lapsed customers

N=50-150





USA GEP

LIT

CH













Understanding the

urban parent
















Motivations


Moderator role





Sleep Well

Community

wEEK CONNECTION

SLEEPING HABITS


SLEEPING PROBLEMS

REVIEW SOLUTIONS





experts



Relevant product

innovations


new market


4 takeaways when


in Asia



Local by default



THANK YOU

Questions


tomderuyck





erica_dfirst



Managing Director





45 of

internet

users from

Asia



connected to brands


610 social

network users

are connected to

brands





910 consumers

want to collaborate

with them


COMMUNITIES

RESEARCH

4 INGREDIENTS



Evaluation of the

IKEA catalogue 2013


From offline focus


5 reasons







Customers

Potential customers

Lapsed customers

N=50-150





USA GEP

LIT

CH













Understanding the

urban parent
















Motivations


Moderator role





Sleep Well

Community

wEEK CONNECTION

SLEEPING HABITS


SLEEPING PROBLEMS

REVIEW SOLUTIONS





experts



Relevant product

innovations


new market


4 takeaways when


in Asia



Local by default



THANK YOU

Questions


tomderuyck





erica_dfirst



Managing Director



connected to brands


610 social

network users

are connected to

brands





910 consumers

want to collaborate

with them


COMMUNITIES

RESEARCH

4 INGREDIENTS



Evaluation of the

IKEA catalogue 2013


From offline focus


5 reasons







Customers

Potential customers

Lapsed customers

N=50-150





USA GEP

LIT

CH













Understanding the

urban parent
















Motivations


Moderator role





Sleep Well

Community

wEEK CONNECTION

SLEEPING HABITS


SLEEPING PROBLEMS

REVIEW SOLUTIONS





experts



Relevant product

innovations


new market


4 takeaways when


in Asia



Local by default



THANK YOU

Questions


tomderuyck





erica_dfirst



Managing Director


610 social

network users

are connected to

brands





910 consumers

want to collaborate

with them


COMMUNITIES

RESEARCH

4 INGREDIENTS



Evaluation of the

IKEA catalogue 2013


From offline focus


5 reasons







Customers

Potential customers

Lapsed customers

N=50-150





USA GEP

LIT

CH













Understanding the

urban parent
















Motivations


Moderator role





Sleep Well

Community

wEEK CONNECTION

SLEEPING HABITS


SLEEPING PROBLEMS

REVIEW SOLUTIONS





experts



Relevant product

innovations


new market


4 takeaways when


in Asia



Local by default



THANK YOU

Questions


tomderuyck





erica_dfirst



Managing Director





910 consumers

want to collaborate

with them


COMMUNITIES

RESEARCH

4 INGREDIENTS



Evaluation of the

IKEA catalogue 2013


From offline focus


5 reasons







Customers

Potential customers

Lapsed customers

N=50-150





USA GEP

LIT

CH













Understanding the

urban parent
















Motivations


Moderator role





Sleep Well

Community

wEEK CONNECTION

SLEEPING HABITS


SLEEPING PROBLEMS

REVIEW SOLUTIONS





experts



Relevant product

innovations


new market


4 takeaways when


in Asia



Local by default



THANK YOU

Questions


tomderuyck





erica_dfirst



Managing Director


COMMUNITIES

RESEARCH

4 INGREDIENTS



Evaluation of the

IKEA catalogue 2013


From offline focus


5 reasons







Customers

Potential customers

Lapsed customers

N=50-150





USA GEP

LIT

CH













Understanding the

urban parent
















Motivations


Moderator role





Sleep Well

Community

wEEK CONNECTION

SLEEPING HABITS


SLEEPING PROBLEMS

REVIEW SOLUTIONS





experts



Relevant product

innovations


new market


4 takeaways when


in Asia



Local by default



THANK YOU

Questions


tomderuyck





erica_dfirst



Managing Director


Evaluation of the

IKEA catalogue 2013


From offline focus


5 reasons







Customers

Potential customers

Lapsed customers

N=50-150





USA GEP

LIT

CH













Understanding the

urban parent
















Motivations


Moderator role





Sleep Well

Community

wEEK CONNECTION

SLEEPING HABITS


SLEEPING PROBLEMS

REVIEW SOLUTIONS





experts



Relevant product

innovations


new market


4 takeaways when


in Asia



Local by default



THANK YOU

Questions


tomderuyck





erica_dfirst



Managing Director

From offline focus


5 reasons







Customers

Potential customers

Lapsed customers

N=50-150





USA GEP

LIT

CH













Understanding the

urban parent
















Motivations


Moderator role





Sleep Well

Community

wEEK CONNECTION

SLEEPING HABITS


SLEEPING PROBLEMS

REVIEW SOLUTIONS





experts



Relevant product

innovations


new market


4 takeaways when


in Asia



Local by default



THANK YOU

Questions


tomderuyck





erica_dfirst



Managing Director






Customers

Potential customers

Lapsed customers

N=50-150





USA GEP

LIT

CH













Understanding the

urban parent
















Motivations


Moderator role





Sleep Well

Community

wEEK CONNECTION

SLEEPING HABITS


SLEEPING PROBLEMS

REVIEW SOLUTIONS





experts



Relevant product

innovations


new market


4 takeaways when


in Asia



Local by default



THANK YOU

Questions


tomderuyck





erica_dfirst



Managing Director

USA GEP

LIT

CH













Understanding the

urban parent
















Motivations


Moderator role





Sleep Well

Community

wEEK CONNECTION

SLEEPING HABITS


SLEEPING PROBLEMS

REVIEW SOLUTIONS





experts



Relevant product

innovations


new market


4 takeaways when


in Asia



Local by default



THANK YOU

Questions


tomderuyck





erica_dfirst



Managing Director








Understanding the

urban parent
















Motivations


Moderator role





Sleep Well

Community

wEEK CONNECTION

SLEEPING HABITS


SLEEPING PROBLEMS

REVIEW SOLUTIONS





experts



Relevant product

innovations


new market


4 takeaways when


in Asia



Local by default



THANK YOU

Questions


tomderuyck





erica_dfirst



Managing Director














Motivations


Moderator role





Sleep Well

Community

wEEK CONNECTION

SLEEPING HABITS


SLEEPING PROBLEMS

REVIEW SOLUTIONS





experts



Relevant product

innovations


new market


4 takeaways when


in Asia



Local by default



THANK YOU

Questions


tomderuyck





erica_dfirst



Managing Director




Sleep Well

Community

wEEK CONNECTION

SLEEPING HABITS


SLEEPING PROBLEMS

REVIEW SOLUTIONS





experts



Relevant product

innovations


new market


4 takeaways when


in Asia



Local by default



THANK YOU

Questions


tomderuyck





erica_dfirst



Managing Director



experts



Relevant product

innovations


new market


4 takeaways when


in Asia



Local by default



THANK YOU

Questions


tomderuyck





erica_dfirst



Managing Director



Relevant product

innovations


new market


4 takeaways when


in Asia



Local by default



THANK YOU

Questions


tomderuyck





erica_dfirst



Managing Director

4 takeaways when


in Asia



Local by default



THANK YOU

Questions


tomderuyck





erica_dfirst



Managing Director

THANK YOU

Questions


tomderuyck





erica_dfirst



Managing Director

Collaborating with consumers in Asia at ESOMAR Asia Pacific

Business

Transcript of Collaborating with consumers in Asia at ESOMAR Asia Pacific