Collaborating with consumers in Asia

in Asia

Collaborating with consumers

How to run Research Communities in Asian markets

Anouk Willems

Hi! I’m Anouk

INSIGHT VALLEY ASIA-PACIFIC 2013@AnoukW1

5/10 emerging economies lie in Asia

45% of internet users from Asia

6/10 social network users are connected to brands

9/10 consumers want to collaborate with them

Community of 50-150 engaged consumers collaborating with brands on a closed platform

RESEARCH COMMUNITIESCollaborating with

COMMUNITIESRESEARCH

4 INGREDIENTS

@AnoukW1

INSIGHT VALLEY ASIA-PACIFIC 2013

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=9EXChF3iCPti2M&tbnid=DMWrOumtQGEPMM:&ved=0CAUQjRw&url=http://www.logostage.com/logo/heinz/&ei=G6WDUdfQMoax0AWe9YGYAQ&bvm=bv.45960087,d.d2k&psig=AFQjCNERdZSrnRy0FtxXXAEHcRK8ZxE-RQ&ust=1367668315828242

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=S9Juqtex45UQXM&tbnid=89GqhcOzCYGSZM:&ved=0CAUQjRw&url=http://www.telecomnieuws.com/ikea-komt-met-geniale-oplossing-voor-de-iphone/&ei=VmyBUYGxFMaM0AWElYFQ&bvm=bv.45921128,d.d2k&psig=AFQjCNG5XqNQOsNPNUkcs4Maq7bCZrVN0Q&ust=1367522770233637

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=vKI8Y76uBdg6tM&tbnid=MP48_-HnlyZ7wM:&ved=0CAUQjRw&url=http://www.telefoonaccushop.nl/categories/Philips-accu/&ei=dKWDUfLqBIiw0AWQiYCYBA&bvm=bv.45960087,d.d2k&psig=AFQjCNHeQndAJFC5IE5wkjJqjjKQDBifPQ&ust=1367668450591277

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=W0HZ9r4xyTn0vM&tbnid=1IHrWMXt0TEqBM:&ved=0CAUQjRw&url=http://www.sheknows.com/contests/giveaway/month-long-baby-shower-quinny-moodd-stroller&ei=jaSDUc_kI62b0wXXx4HwBw&bvm=bv.45960087,d.d2k&psig=AFQjCNFaPAsVV2at5vAJSk0O9acYJWbijw&ust=1367668193093438

Evaluation of the IKEA catalogue 2013

@AnoukW1

http://www.google.be/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=0mzHa8nkUAyN7M&tbnid=SdsEQPGBxPR57M:&ved=0CAUQjRw&url=http://www.ikeafans.com/home/2013-ikea-catalog-launch/&ei=EMVmUd7mH5T20gXNxYGgAg&bvm=bv.45107431,d.ZWU&psig=AFQjCNEEVx8kD7Q939kyTbuvvpf-xMA0dQ&ust=1365776012024669

From offline focus groups to online communities #5 reasons

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=vs-jmLA9n_cznM&tbnid=qN7aBDNoX28f3M:&ved=0CAUQjRw&url=http://media.photobucket.com/user/hasmartin/media/NomadicAdventures/Resource/Canay_polaroid-bent.png.html?filters%5Bterm%5D=polaroid&filters%5Bprimary%5D=images&ei=iCuBUffwD6Ob0AXE54GADg&bvm=bv.45921128,d.d2k&psig=AFQjCNHUW7BYM0l19s28dPHa-9xOaiXK2g&ust=1367506178601740

@AnoukW1

#1 Snapshot of Reality

@AnoukW1

#2 Standard evaluation tools

@AnoukW1

#3 Limited range of participants

Customers

Potential customers

Lapsed customers

N=50-150

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=pM77l8guu9EtpM&tbnid=TQyImg_etuJ9qM:&ved=0CAUQjRw&url=http://www.m-prestige.net/eprestige/ng/gg2/r12.htm&ei=-DuJUdCOBYiQOJuKgDg&bvm=bv.46226182,d.ZWU&psig=AFQjCNFTzV4rEICv9kZEVIe1325f1dquoQ&ust=1368034673271652

#4 Quality inconsistency

USA GE PL

@AnoukW1

IT

CH

#5 Internal stakeholders not involved

#4 Quality inconsistency

@AnoukW1

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=2XAVth8Y4hswxM&tbnid=YU35eH75yR0u0M:&ved=0CAUQjRw&url=http://www.ddphenix.nl/index.php?pagina=agenda&ei=lECJUbS8OYPTPMvggeAL&bvm=bv.46226182,d.ZWU&psig=AFQjCNFrLMkjivBvCxA4c0QGLaMOf6wifA&ust=1368035854613791

@AnoukW1

Understanding the urban parent

@AnoukW1

Evaluating Package Innovations

http://www.google.nl/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=TYY8rbQhak2uRM&tbnid=0G20X38FAQIbNM:&ved=0CAUQjRw&url=http://www.heinz.nl/nl-NL/Products/T/Tomato%20Ketchup%20glas%20750ml&ei=-a-DUciRAsec0QWdnoDACQ&bvm=bv.45960087,d.d2k&psig=AFQjCNEpDDrSFfesjG71MOzG-3ORIL8c6g&ust=1367671155373377

Adapt your approach when managing communities in Asia

Motivations

Topics & challenges

Moderator role

@AnoukW1

Identifying Sleeping problems

wEEK CONNECTION

SLEEPING HABITS

HEALTH AND WELL-BEING IN CHINA

SLEEPING PROBLEMS REVIEW

SOLUTIONS

PHILIPS BRAND AND SOLUTIONS

Sleep Well Community

TechniqueConsumers as culture experts

+14 % Shaped Conclusions

http://www.colourbox.com/image/box-with-antique-chinese-relaxation-balls-isolated-on-white-image-2085771

@AnoukW1

360° view of the Catalogue

Relevant product innovations

Brand positioning in a new market

Fine-tuned packaging concepts

The impact

4 takeaways when managing communities in Asia

@AnoukW1

Holistic view – More # & diversity

Mobile – Contextual & personal information

Local by default

Use co-researchers for sensitive topics

THANK YOU!Questions?

Anouk@insites-consulting.com

Anouk WillemsResearch Innovation Manager

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