Anouk Willems

Senior Research Innovator, InSites Consulting

Collaborating

with consumers Case: Heineken Open Design Explorations

Tom De Ruyck

Head of Research Communities, InSites Consulting

@Tomderuyck

@AnoukW1

Nice to meet you

@AnoukW1: Utrecht |

Wielrennen | Italie |

Marketing| co-creatie |

Entrepreneurship | #MROC |

Senior Research Innovator

@Tomderuyck: België |

Design & architectuur | Wijn

| Twitter| No Status Quo|

#MROC | Head of Research

Communities

Fact sheet

Spin-off of top-ranked business school

15 years of experience and know-how

Pioneer and innovator in online methods

Covering any marketing domain

Fully independent

Ghent, Rotterdam, London, Timisoara, New York

125 passionate employees

Proprietary research panel in +25 countries

Most awarded agency by ESOMAR

Who we are

Collaborating with consumers

COL

LAB

ORA

TION

CASE. How Heineken collaborated with

designers, consumers and researchers.

Co-creation

Designers & Research?!

Inspired by trendy clubgoers

A matching way of reporting

... for maximal impact

IF YOU WANT TO EXPERIENCE IT,

COME AND VISIT US AT THE

SALONE DESIGN FAIR IN MILANO

APRIL17-22TH OF APRIL 2012

Collaborating with consumers – part 2

COL

LAB

ORA

TIO

N

WORKSHOP. What does structural

collaboration mean for company and

consumer?

Outline

Research objective & approach

Meet the UK mums

Moments & Needs:

A week in the life of a UK mum

Opportunities

Structural collaboration with consumers What are the challenges and opportunities to collaborate & co-create with consumers?

Collaborating with consumers

Opportunities (Drivers, advantages.)

Company (impact on the company)

Consumer (impact on consumers)

Challenges (fears, barriers, disadvantages)

? ?

? ?

Outline

Research objective & approach

Meet the UK mums

Moments & Needs:

A week in the life of a UK mum

Opportunities

Structural collaboration with consumers What are the challenges and opportunities to collaborate & co-create with consumers?

Collaborating with consumers

Opportunities (Drivers, advantages.)

Company (impact on the company)

Consumer (impact on consumers)

Challenges (fears, barriers, disadvantages)

Kill own ideas

Are we open-minded?

Loads of unstructured info

Unsure results

Resistance for new initiatives

Heavy workload

Good ideas, not executed

No ‘salary’ for ideas

Other ways to get famous

with my ideas

Positive WOM

Brand positive efforts

Cost-efficient

Consumer relevant ideas

Helping others

Recognition from the company

Skill development

Information seeking

Fun

Personal need

Collaborating with consumers

Collaboration and co-creation are

trends; in 3 years, these will blow

over.

Collaborating with consumers

Collaboration is more important

for the company than for the

consumer

Collaborating with consumers

Collaboration is not about the

outcome. The process is more

valuable.

Collaboration: the round up

1. Co-creation can be done with different

groups of people (e.g. amateurs vs.

designers)

2. Involve consumers for inspiration &

consumer relevance. The final creation is

still up to professionals

3. Co-creation is not about a finished product,

it’s learning from one another & it’s about

the need behind an idea. If you play it well

there are external leverage effects (PR &

Marketing)

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