Millennials & Collaborative Innovation Smartees Seminar

Welcome!

#InSites

http://www.twitter.com/

http://www.twitter.com/

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

http://www.google.be/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=L7Y16nA6gT_qWM&tbnid=-gzzMeWLwNotbM:&ved=0CAUQjRw&url=http://now-here-this.timeout.com/2013/05/09/these-colours-may-run-the-color-run-5k-is-coming-to-london/&ei=g0AgUt3bH8Ox0AW0voHIBg&bvm=bv.51495398,d.ZG4&psig=AFQjCNGWcg8lKnZCLmDyU7_0MHBNpwCJBg&ust=1377931726560443

http://www.google.be/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=L7Y16nA6gT_qWM&tbnid=-gzzMeWLwNotbM:&ved=0CAUQjRw&url=http://now-here-this.timeout.com/2013/05/09/these-colours-may-run-the-color-run-5k-is-coming-to-london/&ei=g0AgUt3bH8Ox0AW0voHIBg&bvm=bv.51495398,d.ZG4&psig=AFQjCNGWcg8lKnZCLmDyU7_0MHBNpwCJBg&ust=1377931726560443

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


R2=.57

R2=.74

R2=.62

InSites Consulting Brand Model

tested by path analysis






INNOVATION


RECRUITMENT


INCENTIVES


TE

CH

NO

LO

GY


INTERACTION


ENGAGEMENT



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.


COFFEE break


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


Immerse into the world

of the Urban ParentInspire entire Quinny team

Understand daily challenges

Context: mobility



Challenge #1Languages


Challenge #2Context

Engagement

Different feedback

Higher relevance

65

%2x more

visuals47 vs. 87

words


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”



In-sight |’in.sit|

From data touniversal insights


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


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


ME

SK

ILL

SL

OO

KS

WE

From looks to skills, from

me to we


New social currency


New productinnovations

Prioritize product ideas

Guide internal discussions


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


2012 2013 2014


The historical legacy behind Heineken’s

design credence is what led the brand

to pursue its progressive roots

and encourage emerging designers



2012 2013 2014


Crowdsourcing emerging

designersvia social media


Private Online

Community


Connecting Discovering Getting a drink

Dancing Cooling down Ending the night


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.






2012 2013 2014


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



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




Designed for the

Night

Up to 40% growth in sales in best practice

markets



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.


Method #1

Instagram

Netnography


Method #2

Intake Survey


EXPERT

ROOM

YOUR LOUNGE

JOURNEY

THE

CHALLENGE

LET’S GET SOCIAL

Method #3

Consumer

Consulting

Board


Outcome #1

Consumer Story

Dashboard



Insight

Activation

Outcome #2

Observation

Card


Outcome #2

Observation

Card


Outcome #3

Co-create the

design brief


The essenceof lounging?


Bondingwith a small group of people

you already know well,

1.


2.with whom

you want to discovera mysterious and unexpected

VIP experience


and where you expect all the interaction with the environment

to come your way.

3.


The Result?


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




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




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






LET’S GO TO


THE Q&A

STAY hot

[email protected]

@thomastroch

http://be.linkedin.com/in/thomastroch

+32 494 867 081

Thomas TrochSenior Research Manager

https://twitter.com/kristofdewulf

https://twitter.com/kristofdewulf

http://www.linkedin.com/in/dewulfkristof

http://www.linkedin.com/in/dewulfkristof

mailto:[email protected]

mailto:[email protected]

Marketing

Millennials & Collaborative Innovation Smartees Seminar