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Consumer Collaboration in Asia

ESOMAR APAC 2014 Presentation

TomDeRuyck
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Consumer Collaboration in Asia

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  1. Collaboratingwithconsumers • inAsia Tom De Ruyck Erica Van Lieven

  2. Half of the Top 10 emerging markets lie in Asia @tomderuyck @erica_dfirst

  3. 5/10 emergingeconomies lie in Asia @tomderuyck @erica_dfirst

  4. Half of the world’s internet population lives in Asia @tomderuyck @erica_dfirst

  5. 45% of internet users fromAsia @tomderuyck @erica_dfirst

  6. The majority of the social media users is connected to brands @tomderuyck @erica_dfirst

  7. 6/10 socialnetwork users are connectedtobrands @tomderuyck @erica_dfirst

  8. Asian consumers don’t like co-creation & collaborationwithbrandsthat much @tomderuyck @erica_dfirst

  9. 9/10 consumerswant tocollaboratewiththem @tomderuyck @erica_dfirst

  10. RESEARCH COMMUNITIES Collaborating with Community of 50-150 engaged consumers collaborating with brands on a closed platform @tomderuyck @erica_dfirst

  11. RESEARCH COMMUNITIES 4 INGREDIENTS @tomderuyck @erica_dfirst

  12. @tomderuyck @erica_dfirst

  13. @tomderuyck @erica_dfirst

  14. Evaluation of theIKEA catalogue 2013 @tomderuyck @erica_dfirst

  15. Fromoffline focus groupstoonline communities #5 reasons @tomderuyck @erica_dfirst

  16. #1 Snapshot of Reality @tomderuyck @erica_dfirst

  17. #1 Snapshot of Reality #2 Standard evaluation tools @tomderuyck @erica_dfirst

  18. #1 Snapshot of Reality #2 Standard evaluation tools #3 Limited range of participants N=50-150 Lapsedcustomers Potentialcustomers Customers @tomderuyck @erica_dfirst

  19. #1 Snapshot of Reality #2 Standard evaluation tools #3 Limited range of participants #4 Qualityinconsistency CH USA GE IT PL @tomderuyck @erica_dfirst

  20. #1 Snapshot of Reality #2 Standard evaluation tools #3 Limited range of participants #4 Qualityinconsistency #5 Internal stakeholders notinvolved @tomderuyck @erica_dfirst

  21. @tomderuyck @erica_dfirst

  22. Understanding the urbanparent Understanding the urbanparent @tomderuyck @erica_dfirst

  23. Smaller (mobile) screens lead to less engaged participants @tomderuyck @erica_dfirst

  24. @tomderuyck @erica_dfirst

  25. @tomderuyck @erica_dfirst

  26. Evaluating Package Innovations @tomderuyck @erica_dfirst

  27. @tomderuyck @erica_dfirst

  28. The role of the moderator is more important in Asian markets @tomderuyck @erica_dfirst

  29. Adaptyour approach when managing communities in Asia Motivations Topics & challenges Moderator role @tomderuyck @erica_dfirst

  30. @tomderuyck @erica_dfirst

  31. Identifying Sleeping problems @tomderuyck @erica_dfirst

  32. Sleep Well Community @tomderuyck @erica_dfirst

  33. Technique Consumers as culture experts +14 % ShapedConclusions @tomderuyck @erica_dfirst

  34. Relevant product innovations 360° view of the Catalogue Fine-tunedpackagingconcepts Brand positioning in a new market @tomderuyck @erica_dfirst

  35. @tomderuyck @erica_dfirst

  36. 4 takeawayswhen managing communities in Asia Holistic view – More # & diversity Mobile – Contextual & personal information Localby default Use co-researchersforsensitive topics @tomderuyck @erica_dfirst

  37. Did you learn a lot of new things? @tomderuyck @erica_dfirst

  38. THANK YOU! Questions? Tom De Ruyck(InSites Consulting) Managing Partner & Head of Consumer Consulting Boards linkedin.com/in/tomderuyck @tomderuyck tom@insites-consulting.com Erica Van Lieven(Direction First)Managing Director linkedin.com/in/ericavanlieven @erica_dfirst erica.vanlieven@directionfirst.com

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