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This is the full slidedeck of our Smartees Seminar on Millennials & Collaborative Innovation (23 Oct, 2014) in New York. Presentation by Joeri Van Den Bergh (Gen Y expert and co-founder) and Thomas Troch (Senior Research Manager).
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Hi there, I’m Giulia.Italian/Austrian Glomad – GenYer.
Research Manager & GenY Junkie.
Play <3: googling random facts while
travelling.
Work <3: marketing strategies that
activate & engage consumers.
Especially other great GenY Minds like
myself.
@GIULIA_GASPERI
8th most
innovative
marketing
research
agency of the
world
(GRIT 2014)
Our vision of
contemporary
marketing is
evangelized
through our
best-selling
books.
6 offices / most time zones
Global Community Moderator Network
75 certified moderators in +50 countries
Consumer panel in +50 countries
@GIULIA_GASPERI
@GIULIA_GASPERI
From kids to bosses
@GIULIA_GASPERI
#1: Applits
@GIULIA_GASPERI
Millennials x Innovation: how big is the pie?
89% 75%
*Based on a study in Spring 2013 with 3485 Millennials from 13 countries:
Belgium, The Netherlands, Germany, USA, Italy, Poland, Russia, Sweden, Turkey, the UK, Brazil, China, India
…wants to help
companies improve
their market offering.
…wants to take part in
a Consumer Consulting
Board.
ONE CONFESSION: JOERI’S THAASOPHOBIA
ONE ADDICTION: LOW FAT P*RN – EXCUSE MY FRENCH
ONE PREDICTION: SMALL LUCK REPLACING BIG DATA
YOLO ≠ YOLT
→ ½ feels it is IMPORTANT to be
better than peers in a hobby
→ 84% love being an expert in things
→ 78% someone they know would
consider them an “expert” in at least
one thing
Low
#selfiesteem?
@Joeri_InSites
joerivandenbergh
www.howcoolbrandsstayhot.com
Co-founder InSites Consulting & Gen Y expert
Joeri Van den Bergh
Thanks &
keep your C O O L!
COLLABORATION
THROUGH millennialINNOVATION
@THOMASTROCH
INNOVATION THROUGH millennial COLLABORATION@THOMASTROCH
INNOVATION
THROUGH millennialCOLLABORATION
INNOVATION THROUGH millennial COLLABORATION
INNOVATION THROUGH millennial COLLABORATION
INNOVATION
THROUGH millennialCOLLABORATION
R2=.57
R2=.74
R2=.62
InSites Consulting Brand Model
tested by path analysis
INNOVATION THROUGH millennial COLLABORATION@THOMASTROCH
INNOVATION THROUGH millennial COLLABORATION@THOMASTROCH
INNOVATION THROUGH millennial COLLABORATION@THOMASTROCH
INNOVATION THROUGH millennial COLLABORATION@THOMASTROCH
INNOVATION THROUGH millennial COLLABORATION@THOMASTROCH
INNOVATION
THROUGH millennialCOLLABORATION
RECRUITMENT
INNOVATION THROUGH millennial COLLABORATION@THOMASTROCH
INCENTIVES
INNOVATION THROUGH millennial COLLABORATION@THOMASTROCH
TE
CH
NO
LO
GY
INNOVATION THROUGH millennial COLLABORATION@THOMASTROCH
INTERACTION
INNOVATION THROUGH millennial COLLABORATION@THOMASTROCH
ENGAGEMENT
INNOVATION THROUGH millennial COLLABORATION@THOMASTROCH
INNOVATION THROUGH millennial COLLABORATION@THOMASTROCH
89% 35% 25% 75%
THENUMBERS*
*Based on a study in Spring 2013 with 3485 Millennials from 13 countries:
Belgium, The Netherlands, Germany, USA, Italy, Poland, Russia, Sweden, Turkey, the UK, Brazil, China, India
…wants to help
companies improve
their offerings for the
market.
…had an experience in
collaborating with
companies in that way.
… puts "involving
customers to improve
products and
services" in the top
three ways a company
or brand can give them
a "wow" feeling.
…wants to be a
participant in a
Consumer Consulting
Board.
INNOVATION THROUGH millennial COLLABORATION@THOMASTROCH
COFFEE break
INNOVATION THROUGH millennial COLLABORATION@THOMASTROCH
MOBILIZING urban parents AROUND
THE WORLD
Urbanizationis a trend we can’t beat
MOBILIZING urban parents AROUND THE WORLD@THOMASTROCH
On a quest for
universal insights
MOBILIZING urban parents AROUND THE WORLD@THOMASTROCH
Immerse into the world
of the Urban ParentInspire entire Quinny team
Understand daily challenges
Context: mobility
MOBILIZING urban parents AROUND THE WORLD@THOMASTROCH
MOBILIZING urban parents AROUND THE WORLD@THOMASTROCH
Challenge #1Languages
MOBILIZING urban parents AROUND THE WORLD@THOMASTROCH
Challenge #2Context
Engagement
Different feedback
Higher relevance
65
%2x more
visuals47 vs. 87
words
MOBILIZING urban parents AROUND THE WORLD@THOMASTROCH
Challenge #3Engagement
Thanks, Quinny... Now I can
show off the buggy to my other
moms out there and make them
jealous because this buggy is not
available in Malaysia and I OWN
it...Yeay!
By Asyikin, Kuala Lumpur
1. Interest:
Unlock new
parenting
fun facts
2. Impact:
Behind the
scenes of
Quinny
3. Reward:
Voucher &
book travel
tips for
parents
4. Reward:
Become the
“Quinny
Caster”
MOBILIZING urban parents AROUND THE WORLD@THOMASTROCH
MOBILIZING urban parents AROUND THE WORLD@THOMASTROCH
In-sight |’in.sit|
From data touniversal insights
MOBILIZING urban parents AROUND THE WORLD@THOMASTROCH
By becoming a parent, my priorities have
really changed. It’s not just about ‘see and
be seen’ anymore. It takes quite some
creativity to cater to the needs of my baby
in the city. You can’t do it on your own.
Urban parents
insight
HEINEKEN open design EXPLORATIONS@THOMASTROCH
HEINEKEN open design EXPLORATIONS@THOMASTROCH
Routine trips are to the store, up
into town to meet friends, to baby
groups and group activities. If
we’re staying local, we use the
stroller because Iz LOVES to face
out and stare at people as we
pass, nosy little biddy.*lol*.
We have regular play groups in
our area, they’re very important
for her socialization and for my
sanity! Some of them have music
and singing, all of them have
friends for her to play with, and we
love them.
Impact:Repositioning the brand
MOBILIZING urban parents AROUND THE WORLD@THOMASTROCH
ME
SK
ILL
SL
OO
KS
WE
From looks to skills, from
me to we
MOBILIZING urban parents AROUND THE WORLD@THOMASTROCH
New social currency
MOBILIZING urban parents AROUND THE WORLD@THOMASTROCH
New productinnovations
Prioritize product ideas
Guide internal discussions
MOBILIZING urban parents AROUND THE WORLD@THOMASTROCH
I love discovering new neighborhoods in
my city. Now that I am a parent I am
rediscovering the city in a new way, but I
feel limited in my mobility. I wish their was
a quicker way to conquer the city together
with my baby.
Urban parents
insight
HEINEKEN open design EXPLORATIONS@THOMASTROCH
MOBILIZING urban parents AROUND THE WORLD@THOMASTROCH
HEINEKEN
open design EXPLORATIONS
HEINEKEN open design EXPLORATIONS@THOMASTROCH
2012 2013 2014
HEINEKEN open design EXPLORATIONS@THOMASTROCH
The historical legacy behind Heineken’s
design credence is what led the brand
to pursue its progressive roots
and encourage emerging designers
HEINEKEN open design EXPLORATIONS@THOMASTROCH
HEINEKEN open design EXPLORATIONS@THOMASTROCH
2012 2013 2014
HEINEKEN open design EXPLORATIONS@THOMASTROCH
Crowdsourcing emerging
designersvia social media
HEINEKEN open design EXPLORATIONS@THOMASTROCH
Private Online
Community
HEINEKEN open design EXPLORATIONS@THOMASTROCH
Connecting Discovering Getting a drink
Dancing Cooling down Ending the night
HEINEKEN open design EXPLORATIONS@THOMASTROCH
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.
HEINEKEN open design EXPLORATIONS@THOMASTROCH
HEINEKEN open design EXPLORATIONS@THOMASTROCH
HEINEKEN open design EXPLORATIONS@THOMASTROCH
HEINEKEN open design EXPLORATIONS@THOMASTROCH
HEINEKEN open design EXPLORATIONS@THOMASTROCH
2012 2013 2014
HEINEKEN open design EXPLORATIONS@THOMASTROCH
The
Magazzini
I want a drink that triggers all my senses. I
like having a unique drink that has a story
to tell. It’s not about quantity but about
quality.
Club insight
HEINEKEN open design EXPLORATIONS@THOMASTROCH
HEINEKEN open design EXPLORATIONS@THOMASTROCH
We are all a little looser while dancing,
this is a great opportunity to connect with
new people and the DJ; too often I’m only
surrounded by the same people.
Club insight
HEINEKEN open design EXPLORATIONS@THOMASTROCH
HEINEKEN open design EXPLORATIONS@THOMASTROCH
HEINEKEN open design EXPLORATIONS@THOMASTROCH
Designed for the
Night
Up to 40% growth in sales in best practice
markets
HEINEKEN open design EXPLORATIONS@THOMASTROCH
HEINEKEN open design EXPLORATIONS@THOMASTROCH
2012 2013 2014
After the extensive piece of research on the nightlife
journey,how to unravel the DNA of a lounge
bar?
Build further on known insights
and understand the essence of a lounge
experience.
HEINEKEN open design EXPLORATIONS@THOMASTROCH
Method #1
Netnography
HEINEKEN open design EXPLORATIONS@THOMASTROCH
Method #2
Intake Survey
HEINEKEN open design EXPLORATIONS@THOMASTROCH
EXPERT
ROOM
YOUR LOUNGE
JOURNEY
THE
CHALLENGE
LET’S GET SOCIAL
Method #3
Consumer
Consulting
Board
HEINEKEN open design EXPLORATIONS@THOMASTROCH
Outcome #1
Consumer Story
Dashboard
HEINEKEN open design EXPLORATIONS@THOMASTROCH
HEINEKEN open design EXPLORATIONS@THOMASTROCH
Insight
Activation
Outcome #2
Observation
Card
HEINEKEN open design EXPLORATIONS@THOMASTROCH
Outcome #2
Observation
Card
HEINEKEN open design EXPLORATIONS@THOMASTROCH
Outcome #3
Co-create the
design brief
HEINEKEN open design EXPLORATIONS@THOMASTROCH
The essenceof lounging?
HEINEKEN open design EXPLORATIONS@THOMASTROCH
Bondingwith a small group of people
you already know well,
1.
HEINEKEN open design EXPLORATIONS@THOMASTROCH
2.with whom
you want to discovera mysterious and unexpected
VIP experience
HEINEKEN open design EXPLORATIONS@THOMASTROCH
and where you expect all the interaction with the environment
to come your way.
3.
HEINEKEN open design EXPLORATIONS@THOMASTROCH
The Result?
HEINEKEN open design EXPLORATIONS@THOMASTROCH
I want to have a private conversation with
my friends, but we keep getting
interrupted by people bumping into our
chairs. It would be nice if we would have a
place for ourselves without being
completely disconnected from the people
around us.
Lounge insight
HEINEKEN open design EXPLORATIONS@THOMASTROCH
HEINEKEN open design EXPLORATIONS@THOMASTROCH
HEINEKEN open design EXPLORATIONS@THOMASTROCH
I want to order a drink without leaving my
table but I can’t get the waiter’s attention.
It would be nice to have an easy way to let
him/her know I want to order a drink.
Lounge insight
HEINEKEN open design EXPLORATIONS@THOMASTROCH
HEINEKEN open design EXPLORATIONS@THOMASTROCH
HEINEKEN open design EXPLORATIONS@THOMASTROCH
I want a drink that triggers all my senses. I
like having a unique drink that has a story
to tell. It’s not about quantity but about
quality.
Lounge insight
HEINEKEN open design EXPLORATIONS@THOMASTROCH
HEINEKEN open design EXPLORATIONS@THOMASTROCH
HEINEKEN open design EXPLORATIONS@THOMASTROCH
HEINEKEN open design EXPLORATIONS@THOMASTROCH
HEINEKEN open design EXPLORATIONS@THOMASTROCH
LET’S GO TO
INNOVATION THROUGH millennial COLLABORATION@THOMASTROCH
THE Q&A
STAY hot
@thomastroch
http://be.linkedin.com/in/thomastroch
+32 494 867 081
Thomas TrochSenior Research Manager