Consumers inspire the nightlife experience of tomorrow by Tom De Ruyck (InSites Consulting) and Henk Eising (Heineken International), presented at the Best of ESOMAR on October 18, 2012 in Madrid (ES).

1. Consumer
insights inspire
the nightlife
experience of
tomorrow
Tom De Ruyck
Head of Research Communities,
InSites Consulting
Henk Eising
International Market Research Manager,
Heineken International

2. The historical legacy behind Heineken’s
design credence is what led the brand
to pursue its progressive roots
and encourage emerging designers

4. Challenges
1 Involve young designers in a vision on the future?
2 Facilitate co-creation among the design team?
3 Engage trendy clubbers from all over the world?
4 Report findings to designers and select ideas?

5. How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers

6. Crowdsourcing emerging designers
via social media

7. Making the final selection on Pecha Kucha nights
in Milan, New York, Sao Paulo & Tokyo

8. How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
Facilitate co-creation among the design team

10. How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
Facilitate co-creation among the design team
Connect with clubbers and understand their journey

11. Online Research Community

12. Understanding the journey of clubbers
120 20 Clubbing
PARTICIPANTS COUNTRIES design-savvy
Heineken

13. The Heineken concept club community
Clubbing experience
Role of clubbing
Review of the
nightlife experience
Ideal experience

14. How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
Facilitate co-creation among the design team
Connect with clubbers and understand their journey
Report the findings to the designers & select the ideas

16. Connecting Discovering Getting a drink
Dancing Cooling down Ending the night

17. The layout takes a cue from
the nightlife journey of clubbers

18. How to create the club of tomorrow?
Join forces with a multidisciplinary group of designers
Facilitate co-creation among the design team
Connect with clubbers and understand their journey
Report the findings to the designers & select the ideas
The result?

20. 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.

21. The staff is dressed in vibrant futuristic outfits,
in line with the ‘Changing perspectives’ theme of the club.

23. 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.

24. The bar is interactive and allows you to order a beer,
it even keeps track of who is next in line.

26. 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!

27. Leave your drink on the numbered shelf
and go crazy on the dance floor.

28. 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.

29. Clubbers are invited to express their thoughts
on an origami-shaped wall.

30. Instant pictures provide
you with a tangible memory
to take home.

31. 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.

32. When it’s time to move on,
a friendly concierge will guide
clubbers onwards, giving directions
and arranging cabs home.

33. Challenges
1 Involve young designers in a vision on the future?
2 Facilitate co-creation among the design team?
3 Engage trendy clubbers from all over the world?
4 Report findings to designers and select ideas?

34. Market research works for
creative professions
Let’s be creative in research
communication
The Heineken Concept Club
@tomderuyck henk.eising@heineken.com