Qualitative 360 Europe 2014

Silver Sponsor Gold Sponsor

Supported by

Organised by

Mobilizing Urban

Parents Around the

World Marieke Koningen | Market Intelligence Manager Dorel Europe

Anouk Willems | Research Innovation Manager InSites Consulting

Hi! I’m Marieke

Market Intelligence Manager

and I’m Anouk Research Innovation Manager

Qual360

Europe 2014

The story of the

longboardstroller 1/Challenge

2/Approach

3/Insights

4/Impact

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Europe 2014

Urbanization is a trend we can’t beat

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Europe 2014

On a quest for

universal insights

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Europe 2014

Immerse into the world

of the Urban Parent Inspire entire Quinny team

Understand daily challenges

Context: mobility

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Europe 2014

Urban Parents Consulting Board

120 urban parents

7 cities

3 weeks

2900 posts

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Europe 2014

New York

London Berlin

Sao Paulo Kuala Lumpur

Tokyo

Seoul

Challenge #1 Languages

Global generation

Attitude

Skills

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Europe 2014

Challenge #2 Context

Engagement

Different feedback

Higher relevance

65%

2x more visuals

47 vs. 87 words

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Europe 2014

Challenge #3 Engagement

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

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Europe 2014

In-sight |’in.sit|

From data to universal insights

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Europe 2014

My love for my city is so

big that I’m ready to take

up every challenge accompanied with this

lifestyle

#1

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Europe 2014

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

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Europe 2014

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

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Europe 2014

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

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Europe 2014

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

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Europe 2014

3. The Modern Family My 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

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Europe 2014

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

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Europe 2014

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

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Europe 2014

And…Action!

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Europe 2014

Creating positive disruption

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

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Europe 2014

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Europe 2014

Impact: Repositioning the brand

ME

SK

ILL

S

LO

OK

S

WE

From looks to skills, from

me to we

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Europe 2014

New social currency

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Europe 2014

New product innovations

Prioritize product ideas

Guide internal discussions

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Europe 2014

The story of the

longboardstroller

Partner Studio Peter van Riet

Viral campaign

OVAM Eco Award PRO 2012

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Europe 2014

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Europe 2014

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Europe 2014

Thank you! Questions?

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Europe 2014

Qualitative 360 Europe 2014

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Supported by

Organised by