Consumer Insights and Innovation: Why and What the Web adds?

Via Panizza 7, 20144 Milano, Italia tel. 02.4678701 www.duepuntozeroresearch.it Torino, 9 Novembre 2012

Presentation for Co-Creation Camp

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We love digital opportunities

We know how to do things in

research

We deliver insightful meanings

https://www.youtube.com/watch?v=q-3A-pf0gZc

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● Vast experience in online research, community and co-creation research ● Dedicated R&D, strongly linked with academics ● During the last 3 years, it contributed to ESOMAR conferences +15 times ● Offices Ghent I Rotterdam I London I New York

Local partners, global thinking, effective projects!

http://www.insites-consulting.com

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Business is moving from tapping unmet needs to inducing needs

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The available data are huge, but without right tools and frames it risks to hide the real meanings

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Consumers are consciouses and often critics about marketing processes

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Market research industry needs to re-think to itself

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Source: Italia2.0, Duepuntozero Research – September 2012

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Source: Italia2.0, Duepuntozero Research – September 2012

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http://www.slideshare.net/duepuntozeroresearch/social-media-week-2012-lo-scenariocomportamenti-e-attese-verso-i-brand-20

Source: Italia2.0, Duepuntozero Research – September 2012

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Bringing consumers into the boardroom (not just observing them!)

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http://mystarbucksidea.force.com/

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What  people  know  and  want  to  tell  

What  people  know  but  are  not  able  to  tell  

What  people  don’t  know  to  feel  

listening

research

opinions  behaviors  

ra-onal  mo-va-ons  

emo-onal  mo-va-ons  feelings  

engagement  pre-­‐ra-onal  

latent  drivers  

impulses  

paths  meanings  

Co-­‐crea6on  

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co-creation

technology

participants

moderation analysis

delivery and follow-ups

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, that is engagement with the community based on the ideas generation and free contributions

, that is to use specific quantitative and qualitative (“maieutic”) techniques for exploration, co-creation, validation, etc

, that is communicating with the members and deliver messages within the community and in dedicated SN spaces

http://www.nelmulinochevorrei.it/

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http://www.carrefourlab.it

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http://www.bancalab.it

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http://www.realtimetv.it/ma-cosa-ne-pensi/ https://www.youtube.com/watch?v=ujECz5-ckZE&feature=plcp

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Bosses are happy

Creative agencies are

happy

We’re happy

Project leaders are happy

Consumers are happy

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https://www.youtube.com/watch?v=0lsTW87-a50&feature=related

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Thank you!