This is the full slidedeck of our 'Consumer Consulting Board' Smartees Webinar of 25 April, 2013 (Session 3). The main focus is on how you can give consumers a seat on the board of your company, illustrated with cases from H.J. Heinz and Ikea. Presentation by Tom De Ruyck (Head of Research Communities) and Niels Schillewaert (Managing Partner and Co-founder).

1. The Consumer Consulting
Board
This is the full slidedeck of our
‘Consumer Consulting Board’ Smartees
Webinar (Session 3). The main focus is
on how to give your customers a seat
on the board of your company. The
main theme is elaborated, followed by a
case study from H.J. Heinz.

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Insighting Developing
Optimizing Implementing
Business
Objectives

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CHOOSING YOUR
Pilot Project

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Conversations from external stakeholders
Conversationsfrominternalstakeholders Proud
company
Conversation
company
Boring
company
Adored
company
Communication is key!

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Internal

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Internal

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Internal

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External

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49. It’s an EVOLUTION,
not a REVOLUTION!
@tomderuyck

50. Sharing
IS caring
@tomderuyck

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53. linkedin.com/in/tomderuyck
@tomderuyck
tom@insites-consulting.com
www.insites-consulting.com
New York – London – Ghent – Rotterdam – Timisoara

54. IKEA
The Catalogue: Since 1951
200 million households globally
Traditionally tested
– Perception, satisfaction and
engagement
– Inspire and interest
– Creative execution and stomach
impact

55. IKEA
The @home community: Since 2012
• better understand IKEA Catalogue
usage
• to assess the importance of structure
and story-telling
• to fuel creative brainstorms of paths
to follow in the future
• Structural reactivation
• Fusion methods

56. Brands and products evolve
But they need to connect through humans

57. Structural collaboration
Multi-phased

58. Insight generation
Crowd Interpretation
20% unique insights from the
crowd
the analysis of research data by a group of research participants in order to obtain richer,
more accurate interpretation of data that leads to insights.
 Online game played by Heinz marketers &
research participant
 Be the best in analyzing each other consumer
behavior
ETHNOGRAPHY

59. Human insights as backbone
Insight validation
Ideation workshops
PEOPLE
Ketchup in daily lives
ETHNOGRAPHY

60. Insight Platforms
Themes
Present to Impress
• Ketchup fits special and cozy gatherings
of family and friends
• I want to present tomato ketchup to my
guests in a more elegant way
• Good quality tomato ketchup comes in a
shiny bottle
ETHNOGRAPHY

61. Insight Platforms
Themes
Spice up that meal
• Although not overpowering, tomato
ketchup is a strong sauce that can
'handle' a lot of dishes
• Tomato ketchup in a hot sauce provides
thickening
• Just like salt and pepper, tomato ketchup
allows personal customization of food
• TK is used as a spice in recipes, not as a
basic ingredient
ETHNOGRAPHY

62. Insight Platforms
Themes
Eating is boring sometimes, should be fun for kids
Naturalness as indication of quality
Present to Impress
Eating with your eyes
Spice up that meal
ETHNOGRAPHY

63. Global Online Research Community
Testing Packaging Prototypes
Research reality & context
– 13 pack designs with consistent, elaborate information
needs
– Iteration probes needed to allow creative adaptations
- pretty boring stuff
– Align different stakeholders at Heinz

65. Impact of the community
For Heinz
Expanding from 13 original
pack ideas to 19
Higher fit to consumer: concrete
tactile changes to packaging serving
functional (e.g. hygiene) as well as
marketing roles (e.g. resonance)
Higher quality of ideas:
numerous opportunities for
improvement
Fair game
- Each pack design equal attention
- Confirmation internal perceptions
are not consumer reality

66. Research is about
Connecting through “humans”, not “to”
Knowledge leverage
Unused consumer potential: Think harder by means of crowd interpretation, gamification and task based research
Consumer leverage
Positive brand touchpoint experience
Internal leverage
Research as a conversation starter beyond the 60-minute debrief
Innovation leverage
Optimized marketing formats grounded in human insights

67. Get in
touch
Niels Schillewaert, Managing Partner & Co-founder
niels@insites-consulting.com
+1 646 386 9853
Tom De Ruyck, Head of Research Communities
+32 9 269 14 07
tom@insites-consulting.com