Philips Sleep Well community - Exploring business opportunities in China

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InSites Consulting

Presented at the InSites Consulting Communities Smartees in 2011

Salud y medicina Empresariales

Jonne van Wijngaarden
New Business Development Controller
@ Philips
Focus on Finance, IT and a little bit of
market research

Sleeping ID: When I go to bed I sleep
immediately. Always. However, when I wake
up in the morning it usually takes a shower,
coffee and a 1 hr drive to work before I’m
completely awake.

Philips tries to simplify healthcare through
combining unique clinical expertise with human insights
to develop innovations that ultimately
help to improve the quality of people’s lives.

Thomas Troch
Dedicated Community Manager
@ InSites Consulting
Focus on co-creation, design research and
service design

Sleeping ID: Right before I go to bed, I like to
read, check blogs or watch TV on iPhone or
iPad with a drink. When I wake up in the
middle of the night, this is often because these
devices aren’t very comfortable to sleep on…

Sleep has been identified
Context
as one of the key markets
and innovation opportunities for Philips.

3 month project launched to assess
Assignment
sleep market in Asia Pacific region.
Objective was assess market potential
and advise on go-to-market.

Market size and opportunities
Quick scan
in China, India and Japan assessed via desk research.
Decision to zoom in on China opportunities in phase 2,
with request to focus on building consumer insights.

How to build unique insights about
Challenges
Chinese sleeping behaviours
and the Chinese sleep market,
that go beyond already available quantitative insights.

How to deal
Challenges
with the Chinese language?

How to deal
Challenges
with a cycle time of only 9 weeks
between initial phone call and reporting?

An online research community in China
Solution
allows Philips to connect with the culture
over a longer period in time.

Solution Sleep Well Community

EXPLORE
REVIEW
PARTICIPANTS
SOLUTION
wEEK CONNECTION
CO-RESEACHERS

UNIQUE VIEW ON THE LIFE OF THE TARGET GROUP

Crowd interpretation Co-researchers challenge our analysis.

Co-rearchers challenge our analysis.
Crowd interpretation
- Explaining findings we don’t fully understand

Co-rearchers challenge our analysis.
Crowd interpretation
- Explaining findings we don’t fully understand
- Illustrating findings with personal examples

Result Confirmation of market potential in China justified
further work on product positioning and concept testing.
InSites approach proven to be
valuable marketing tool
to build high quality qualitative insights in a limited timeframe.

“[…]Last but not the least, I would like to
say thank you Philips organized such a
positive community for all of us and
thank you everyone in this big family .
You make me learn more and make me
confident more. I am very happy and
honored to join this fantastic community.
This is a really precious experience for me
in my life how I can cure my sleeping or

”
not. See you!

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