Smartees Webinar on Consumer Understanding - How consumer communities engage the organization with the consumer world. Presentation by Tom De Ruyck and Anouk Willems, hosted by InSites Consulting on October 23, 2012.

1. Tom De Ruyck
Head of Research Communities
Anouk Willems
Senior Research Innovator
CONSUMER
UNDERSTANDING
Webinar 23.10.2012
How consumer communities engage the
organization with the consumer world

2. 1. ABOUT COMMUNITIES
2. ENGAGING CONSUMERS
3. ENGAGE THE ORGANIZATION
4. CHALLENGES
5. RESULTS
Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

3. Your
customers
are probably
the most
effective
consultants
you can hire
Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

4. An MROC defined by Forrester
Research (2008):
[Captive interactive groups of people online
joined together by a common interest,
which are systematically harvested for
qualitative market research purposes.]
Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

5. #
Number Profile Objectives Duration
We work with 50-150 people that are interested
& interesting. The duration of the community is
flexible from 3 weeks to months & ongoing,
depending on the objectives.
Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

6. This approach enables stakeholders to observe
real stories, emotions through photos and videos
from participants, which creates awareness within
the organization about new themes & trends.
Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

7. How to engage a crowd of executives
and connect them with their consumers?
Our approach is illustrated with 3 cases
Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

8. Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

9. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT
Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

10. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT
Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

11. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT
GOODIEBAGS
QUIZES
COMPETITIONS
Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

12. 1/ IMPACT 2/ EXCLUSIVE 3/ FUN 4/ CONNECT
MEET PEOPLE
Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

13. …AND HOW TO ENGAGE
Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

14. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE
CONSUMER WORLD
Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

15. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE
WITH REAL STORIES
Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

16. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE
Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

17. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE
INTO ACTIONS
Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

18. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE
Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

19. 1/ ENGAGE 2/ CREATE BUZZ 3/ INSPIRE 4/ ACTIVATE 5/ RELIVE 6/ RE-USE
RESEARCH RESULTS
Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

20. Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

21. LESSON LEARNED
Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

22. Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

23. SO, TARGET YOUR
Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

24. Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

25. “We printed out the profiles of our
consumer to generate
conversations in the coffee
[during the games]
corner, people started to compare
“Sometimes we were with
their consumers”. 3 behind our pc’s!”
“The way Consumer&U was organized
makes you spent time and makes it sticky,
you really had to dive into the world of your
consumer to score in the game”
Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

26. & CELEBRATE SUCCESS
Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

27. Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

28. ENGAGE YOUR INTERNAL STAKEHOLDERS
BALANCE STORIES & ACTIONABLE RESULTS
MEASURE YOUR EFFORTS AND SHARE SUCCESS
Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

29. Tom De Ruyck
Head of Research Communities
Tom@insites-consulting.com
linkedin.com/in/tomderuyck
Anouk Willems
@tomderuyck Innovator
Senior Research
Anouk@insites-consulting.com
tom@insites-consulting.com
www.insites-consulting.com
Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

30. Thank you! Let’s go on to the Q&A

31. Tom De Ruyck
Head of Research Communities
Tom@insites-consulting.com
linkedin.com/in/tomderuyck
Anouk Willems
@tomderuyck Innovator
Senior Research
Anouk@insites-consulting.com
tom@insites-consulting.com
www.insites-consulting.com
Webinar:
@tomderuyck Consumer
@anoukw1
Understanding

32. Check our upcoming Smartees on :
http://smartees.insites-consulting.com