Structural collaboration: Market research in a professional reality
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Transcript of Structural collaboration: Market research in a professional reality
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
Contents
Who the f*** is InSites?
Why we believe in online research
Research Methodologies
Consumer Consulting Boards
ODG’s vs. One-on-Ones
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
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
@STINUS230 @SOFIEBRUGGEMAN
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
@STINUS230 @SOFIEBRUGGEMAN
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
@STINUS230 @SOFIEBRUGGEMAN
• 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
Consumer-ledEthnography
1on1OnlineInterviews
Social MediaListening & Netnography
Engage
Asynchronous
Synchronous
Individual Group
Customer Consulting
Boards
@STINUS230 @SOFIEBRUGGEMAN
Case 1: Ontex wants to know which
packaging option they should choose
for their incontinence range
Which method – why?
OnlineGroup
Discussions
1on1OnlineInterviews
@STINUS230 @SOFIEBRUGGEMAN
Case 2: Danone wants to extend their
current product offer in 10 countries &
needs to evaluate different propositions
(concepts).
Which method – why?
OnlineGroup
Discussions
1on1OnlineInterviews
@STINUS230 @SOFIEBRUGGEMAN
OnlineGroup
Discussions
1on1OnlineInterviews
Rule of Thumb:
Whenever in-depth interviews are not really
needed, focus groups are always preferred
Faster
More info
Cross-fertilization
Cheaper
<
@STINUS230 @SOFIEBRUGGEMAN
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
Global Community Moderator Network
Global Consumer Co-researcher Network
#Confidential
Danone case studyDanone case study
#Confidential
Xxx case study#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
Danone case studyDanone case study
#Confidential
Truvo case study#Confidential
interviewer
Participant
Clients @ office
#Confidential
Truvo case study
#Confidential
Truvo case study
#Confidential
Danone case study
#Confidential
Danone case studyDanone case study
#Confidential
Xxx case study#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
Danone case studyDanone case study
#Confidential
Xxx case study#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
Danone case studyDanone case study
#Confidential
Xxx case study#Confidential
the motivations of today’s consumers,
we have to understand their lives.
If we want to know how to understand
@STINUS230 @SOFIEBRUGGEMAN
Impact on qualitative research?
Social tools Longitudinal connection Collaboration with brands
@STINUS230 @SOFIEBRUGGEMAN
Impact on qualitative research?
Social tools Longitudinal connection Collaboration with brands
@STINUS230 @SOFIEBRUGGEMAN
Impact on qualitative research?
Social tools Longitudinal connection Collaboration with brands Emotional tools
@STINUS230 @SOFIEBRUGGEMAN
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?!”
@STINUS230 @SOFIEBRUGGEMAN
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!
@STINUS230 @SOFIEBRUGGEMAN
Insighting Developing
Optimizing Implementing
Business
Objectives
@STINUS230 @SOFIEBRUGGEMAN
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
@STINUS230 @SOFIEBRUGGEMAN
How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
@STINUS230 @SOFIEBRUGGEMAN
Making the final selection on Pecha Kucha nights
in Milan, New York, Sao Paulo & Tokyo
@STINUS230 @SOFIEBRUGGEMAN
How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
Connect with clubbers and understand their journey
@STINUS230 @SOFIEBRUGGEMAN
Understanding the journey of clubbers
PARTICIPANTS
120COUNTRIES
20 Clubbing
design-savvy
Heineken
@STINUS230 @SOFIEBRUGGEMAN
The Heineken concept club community
Clubbing experience
Role of clubbingReview of the
Ideal experience
nightlife experience
@STINUS230 @SOFIEBRUGGEMAN
How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
Approach the nightlife journey as service design
Connect with clubbers and understand their journey
@STINUS230 @SOFIEBRUGGEMAN
Connecting Discovering Getting a drink
Dancing Cooling down Ending the night
@STINUS230 @SOFIEBRUGGEMAN
How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
Approach the nightlife journey as service design
Connect with clubbers and understand their journey
The result?
@STINUS230 @SOFIEBRUGGEMAN
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.
@STINUS230 @SOFIEBRUGGEMAN
The staff is dressed in vibrant futuristic outfits,
in line with the ‘Changing perspectives’ theme of the club.
@STINUS230 @SOFIEBRUGGEMAN
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.
@STINUS230 @SOFIEBRUGGEMAN
The bar is interactive and allows you to order a beer,
it even keeps track of who is next in line.
@STINUS230 @SOFIEBRUGGEMAN
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!
@STINUS230 @SOFIEBRUGGEMAN
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.
@STINUS230 @SOFIEBRUGGEMAN
Clubbers are invited to express their thoughts
on an origami-shaped wall.
@STINUS230 @SOFIEBRUGGEMAN
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.
@STINUS230 @SOFIEBRUGGEMAN
When it’s time to move on,
a friendly concierge will guide
clubbers onwards, giving directions
and arranging cabs home.
@STINUS230 @SOFIEBRUGGEMAN
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
@STINUS230 @SOFIEBRUGGEMAN
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
@STINUS230 @SOFIEBRUGGEMAN
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
@STINUS230 @SOFIEBRUGGEMAN
The patient consulting board
1 2 3
1
2
3
Blog
Crowd
Interpretation
Discussions
@STINUS230 @SOFIEBRUGGEMAN
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.
@STINUS230 @SOFIEBRUGGEMAN
1. Online ethnography
OBSERVING hypertension patients by asking them to blog about their life
@STINUS230 @SOFIEBRUGGEMAN
Get immersed
in the life of patients
Explore typical
hypertension moments
Discover routines
hypertension moments
@STINUS230 @SOFIEBRUGGEMAN
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.
@STINUS230 @SOFIEBRUGGEMAN
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?”
@STINUS230 @SOFIEBRUGGEMAN
Beyond the in-home visit
The impact of type of day on compliance
@STINUS230 @SOFIEBRUGGEMAN
2. Crowd interpretation game
Interpret and explain the patient stories to generate more and new insights
@STINUS230 @SOFIEBRUGGEMAN
“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
@STINUS230 @SOFIEBRUGGEMAN
3. Discussion stage
Further shape insights and explore useful services to hypertension patients
@STINUS230 @SOFIEBRUGGEMAN
From insight to action
Reflective probing New services
@STINUS230 @SOFIEBRUGGEMAN
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.”
@STINUS230 @SOFIEBRUGGEMAN
“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.”
@STINUS230 @SOFIEBRUGGEMAN
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)
@STINUS230 @SOFIEBRUGGEMAN
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
@STINUS230 @SOFIEBRUGGEMAN