the consumer activated organisation smartees seminar
DESCRIPTION
This is the full slidedeck of our Consumer Activated Organisation Smartees Seminar, hosted in our Ghent office on Thursday 20 November 2014. The main theme is elaborated, illustrated by cases from De Lijn, Comeos, 2dehands.be & Iliv.TRANSCRIPT
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De
Consumer Activated
Organisatie
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@DELPHINEVTOMME #insites
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Top 10 most innovative marketing research agency of the world (GRIT 2014)
Global Community Moderator Network
across +50 countries
Proud to work for +30% of the world’s global brands
We have been
cheered by the
industry with
more than 25
international
awards
New York
London
Sydney
Rotterdam
Ghent
Timisoara
Our vision on contemporary marketing is evangelized through our best-selling books.
@DELPHINEVTOMME #insites
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@DELPHINEVTOMME #insites
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@DELPHINEVTOMME #insites
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DE
‘CONSUMER
ACTIVATED’
ORGANISATIE
@DELPHINEVTOMME #insites
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DOE DE
TEST!
Tijdens de
afgelopen
week…
@DELPHINEVTOMME #insites
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DOE DE
TEST!
… heb JIJ ZELF
een klant
gesproken over jouw
product of merk?
@DELPHINEVTOMME #insites
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… ben je een
MEETING
begonnen met een
klantenverhaal?
DOE DE
TEST!
@DELPHINEVTOMME #insites
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DOE DE
TEST!
… heb jij je EIGEN
product of MERK
GEBRUIKT?
@DELPHINEVTOMME #insites
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DOE DE
TEST!
… heb jij iets NIEUW
geleerd over
de MARKT?
@DELPHINEVTOMME #insites
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DOE DE
TEST!
… heb jij iets voor het
EERST
gedaan?
@DELPHINEVTOMME #insites
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#InSites
@DELPHINEVTOMME #insites
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Content
De weg naar een consumer-activated organisatie
Case De Lijn
Case Comeos
Case 2dehands.be
Case Iliv
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@KRISTOFDEWULF #insites
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@KRISTOFDEWULF #insites
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@KRISTOFDEWULF #insites
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@KRISTOFDEWULF #insites
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@KRISTOFDEWULF #insites
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@KRISTOFDEWULF
“99.9% of the world’s
SMARTEST people don’t
work for us.”
STIVEN KERESTEGIAN, LEGO
#insites
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@KRISTOFDEWULF #insites
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5 conditions for
a perfect storm
#1
@KRISTOFDEWULF #insites
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@KRISTOFDEWULF
1. Abundance
#insites
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@KRISTOFDEWULF
1. Abundance
#insites
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@KRISTOFDEWULF
2. Transpa-
rencyTransparency
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@KRISTOFDEWULF
2. Transpa-
rencyTransparency
#insites
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@KRISTOFDEWULF
3. Hyper
speed
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@KRISTOFDEWULF
3. Hyper
speed
#insites
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@KRISTOFDEWULF
4. Anyone,
anywhere
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@KRISTOFDEWULF
4. Anyone,
anywhere
#insites
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@KRISTOFDEWULF
5. Power
shift
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@KRISTOFDEWULF
5. Power
shift
#insites
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@KRISTOFDEWULF #insites
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@KRISTOFDEWULF
Limits of the 20th century management model
#insites
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@KRISTOFDEWULF
60/40
<15
45%
70%
#insites
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The new era of
co-everything
#2
@KRISTOFDEWULF #insites
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The web generation meets the real world
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@KRISTOFDEWULF
LEAD
USERSMAKERS
From few lead users to a lot of makers
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@KRISTOFDEWULF
They want it!
#insites
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And Gen Y?
They demand it
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@KRISTOFDEWULF
CONSUMER
ACTIVATEDCONSUMER
CENTRICCONSUMER
ORIENTED
COMPANY
ORIENTED
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Co- isn’t short for consumer
@KRISTOFDEWULF #insites
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@KRISTOFDEWULF
Insights at the heart of everything
#insites
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@KRISTOFDEWULF
Across all areas of innovation
#insites
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Building your
collaborative
playlist
#3
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@KRISTOFDEWULF
Create a curiosity
culture
#insites
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Hig
h
Lo
w
Direct Indirect
Level
in t
he o
rgan
izati
on
Relationship with consumers
EXECUTIVES MANAGEMENT
FRONTLINE STAFF
@KRISTOFDEWULF
Involve the whole company
#insites
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@KRISTOFDEWULF
Develop daily
rituals
#insites
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1 2 3 4 5 6
7 8 9 10 11 12
13 14 15 16 17 18
19 20 21
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@KRISTOFDEWULF
Always on!
#insites
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@KRISTOFDEWULF #insites
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@KRISTOFDEWULF #insites
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@KRISTOFDEWULF #insites
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@KRISTOFDEWULF #insites
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@KRISTOFDEWULF #insites
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@KRISTOFDEWULF #insites
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@KRISTOFDEWULF #insites
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@KRISTOFDEWULF #insites
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10 rules to avoid a
collaboration
hangover
#4
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@KRISTOFDEWULF
SHARE A CLEAR
PURPOSE
#1
#insites
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@KRISTOFDEWULF
#2
MAKE YOURSELF
UNCOMFORTABLE
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@KRISTOFDEWULF
#3
EMBRACE
OPT-IN
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@KRISTOFDEWULF
TRIGGER
CURIOSITY
#4
#insites
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@KRISTOFDEWULF
MAKE IT
HUMAN
#5
#insites
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@KRISTOFDEWULF
THINK WIIFM
#6
#insites
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@KRISTOFDEWULF
DON’T BELIEVE
WHAT PEOPLE TELL
#7
#insites
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@KRISTOFDEWULF
CREATE MEMES#8
#insites
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@KRISTOFDEWULF
THINK DIVERSITY
#9
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@KRISTOFDEWULF
FIND THE RIGHT
BEAT
#10
#insites
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Ready It starts with you.
@KRISTOFDEWULF #insites
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Set It’s a marathon. Not a sprint.
@KRISTOFDEWULF #insites
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Go The world is your playground.
@KRISTOFDEWULF #insites
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Content
De weg naar een consumer-activated organisatie
Case De Lijn
Case Comeos
Case 2dehands.be
Case Iliv
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OVER DE LIJN
Centrale Diensten
Decentrale organisatie
Entiteiten
+8.000 werknemers in dienst
+2.400 werknemers bij privébedrijven*
*die rijden in opdracht van De Lijn
539.512.672 reizigers (2013)
Afgelegde kilometers
Tram: 16.771.609
Bus: 193.011.366
#insites
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COMMUNITY & REKRUTERING
THEMA’S
INTERNE ACTIVATIE
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COMMUNITY & REKRUTERING
THEMA’S
INTERNE ACTIVATIE
#insites
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Het Busparlement is een groep
reizigers die ingezet wordt voor
verschillende (onderzoeks)vragen
die er zijn binnen De Lijn.
Het is een manier om te
connecteren met reizigers en zo
reizigers meer te betrekken bij
beslissingen die ook op hen een
impact hebben.
ONTMOET Het Busparlement
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Passie voor de klant
Evolutie marktonderzoek
Vraag vanuit top management
‘Meten is één zaak, maar om de klant echt te
begrijpen moeten we niet enkel de tevredenheid
opvolgen, maar ook begrijpen wat die tevredenheid
drijft – waarom dit zo is – en welke noden reizigers
hebben.’
Roger Kesteloot, Gedelegeerd Bestuurder
1
2
3
WAAROM EEN
ONDERZOEKS-
COMMUNITY?
#insites
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ONTMOET Het Busparlement
>50 reizigers
Online (gesloten) platform
Dagelijkse moderatie
Gerichte discussie
Verschillende profielen
De achterbank
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+ Reactivatie vanaf tweede sessie
Alternatieve rekruteringskanalen
#insites
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Alternatief 1
‘Neem Deel’
Alternatief 2
‘Geef feedback’
#insites
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#insites
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MOTIVATIE
Doel
Impact
Nieuwsgierig
Groepsgevoel
Beloningen
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#insites
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MOTIVATIE
Doel
Impact
Nieuwsgierig
Groepsgevoel
Beloningen
#insites
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“Weer met plezier meegewerkt. Ik
vind het nuttig dat er rekening gehouden
wordt met de gebruiker, met de basis.
Ik kijk uit naar de reactie van De Lijn
en hoop de invloed te voelen in de
toekomst. Hartelijke groeten, Maura”
(Maura)
“Graag gedaan, het was ook voor mij fijn om weer
via dit kanaal te communiceren met andere bus-
en tramgebruikers uit heel Vlaanderen, daarbij
ideeën en ervaringen uit te wisselen, en daardoor op
een hopelijk constructieve manier bij te dragen aan
een beter, leefbaar openbaar vervoer. Samen met de
andere deelnemers hoop ik dat de beleidsmakers bij
de overheid en bij De Lijn rekening zullen houden
met onze discussies!” (biebdab)
“Hartelijk bedankt! Wellicht vonden alle
deelnemers het een knap initiatief dat
erg pleit voor de openheid van De Lijn.
Goed om weten ook dat De Lijn met die
reacties ook echt iets wil doen voor de
verbetering van zijn verdere werking.
Succes !” (Nemo)
“Ik vond het heel boeiende materie en ik
heb echt genoten van mijn deelname. Ik
hoop dat er nog een vervolg komt want
door deze community ben ik echt gaan
meeleven met De Lijn! Bedankt voor de
goede zorgen en de persoonlijke
aandacht!” (tarasamsara)
#insites
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COMMUNITY & REKRUTERING
THEMA’S
INTERNE ACTIVATIE
#insites
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Deep Dive
Periode
48 uur
Uitdagingen
Feb
ruari
Bottom-up
Feedback
Maart
Ap
ril
Mei
Ju
ni
Ju
li
Setp
em
be
r
No
vem
ber
Jan
uari
Au
gu
stu
s
Okto
ber
Decem
ber
Feb
ruari
Maart
Ap
ril
Mei
Ju
ni
Ju
li
Au
gu
stu
s
Setp
em
ber
Okto
ber
2013 2014
1 2 3 4 5 6
OP HET ritme VAN DE LIJN
No
vem
ber
Decem
ber
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#insites
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Marketing als
trekker/vragende partij
Actuele thema’s
Lopende interne/externe
trajecten
Brainstormsessies met
betrokken afdeling(en) in
samenwerking met InSites
Consulting
COMMUNITY roadmap
#insites
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Eerste actieve periode
februari – maart 2013
Week 1
Rol van het
openbaar vervoer
en De Lijn in het
dagelijkse leven
Week 2
Dienstverlening,
chauffeur,
communicatie,
comfort
Week 3
Uitdagingen
voor De Lijn
REIZIGERSSAFARI
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#insites
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REIZIGERS-safari
THUIS
AAN DE HALTE
OP HET VOERTUIG
#insites
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Renata is 48 jaar en
woont aan de rand van
Gent, samen met haar
partner en 4 katten.
Ze werkt parttime
in de sociale sector.
Haar
grootste hobby's zijn
lezen
en Tv-series kijken.
Ze reist minstens
één keer per week
met de bus of tram.
Over het algemeen is
ze tevreden over de
dienstverlening van
De Lijn.
“Toen ik mijn been
gebroken had en met
krukken rondliep, stopten
de buschauffeurs aan de
hoek van "mijn" straat
zodat ik minder ver te
voet moest, vond ik echt
lief.”
“Zonder openbaar
vervoer zou mijn leven
een stuk minder leuk
zijn.”
DE SAFARI VAN Renata
“Ik ben heel tevreden over De Lijn,
ze brengen me altijd waar ik moet
zijn en ik moet zelden lang
wachten”
“De foto die je
hier ziet is een
‘portret’ van mijn
favoriete poes,
Batty Boy.”
#insites
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“Aan de halte heb ik de
dienstregeling nog eens
gecheckt. Die vond ik
duidelijk en goed want
alles klopte.
Er waren net werken
bezig aan de halte, het
was wat vervelend om
in te stappen, maar de
werken waren goed
afgeschermd.”
DE SAFARI VAN Renata
#insites
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DE SAFARI VAN Renata
“Wat direct opvalt aan het
bushokje is de heel erg vuile
zitbank en de bekladding van
het paneel: je kan het
stadsplan nog maar
gedeeltelijk lezen.”
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DE SAFARI VAN Renata“Aan de halte zocht
ik Lijnnummer
/aankomstuur
/vertraging. Die
vond ik snel want
Brugge station is
één van de grote
haltes dus daar
staan wel wat
dynamische
borden.”
#insites
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“Een vriendelijke chauffeur
pikte ons op en reed heel
correct, rustig en toch vlot.
De bus was overvol, ik kon
niet zitten maar dat is niet
erg voor een korte rit.”
DE SAFARI VAN Renata
“De rit ging vlot, het was een
goeie chauffeur. Heel vriendelijk
en attent! Hij reed heel rustig in
het toch wel drukke verkeer
tijdens de spits.”
#insites
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8 STRATEGISCHE THEMA’S
Duurzaam
verplaatsen
Een
uitstekende
dienstverlening
Tweede actieve periode
Ruimte
verbinden
Winst,
mensen of
milieu
Verplaatsingen
verbinden
Aangenaam
verplaatsen
De
virtuele
Lijn
De juiste
prijs
#insites
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Week 126 augustus – 2 september 2013
Week 2 & 37 – 20 oktober 2013
Sleutelmoment
De situatie en context van de jongere
voor de verandering.
Huidig gebruik De Lijn en verwachtingen.
Verandering in situatie en context.
Gebruik De Lijn in nieuwe situatie.
Evaluatie Buzzynet.be & Buzzy Pazz
Speed dating Op stap met …
Voor
Na
X
Derde actieve periode
#insites
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1 WEEK reactivatie
Vierde actieve periode
#insites
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ANALYSE
VERKOOPS-
KANALEN
MOBIB-KAART
MOBIEL BETALEN
ZWARTRIJDEN
CONTROLE
DRUKTE
+
Lijnwinkel
Lijnwinkel
online
Externe
voorverkoop
Automaat
Dienst
abonnementen
Chauffeur
Vijfde actieve periode
#insites
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COMMUNITY & REKRUTERING
THEMA’S
INTERNE ACTIVATIE
#insites
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INTERNE ACTIVATIE
#insites
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INTERNE ACTIVATIE
Het Busparlement als stem van de reiziger op interne events
Forum
leidinggevenden
Marketing
events
Stakeholders-
forum
#insites
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INTERNE ACTIVATIE
Integratie in interne communicatie
#insites
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INTERNE ACTIVATIE
In de schoenen van de reiziger
SafariOnline quiz
GameSpeed dateOp stap met…
#insites
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INTERNE ACTIVATIE
Op stap met chauffeurs…
#insites
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INTERNE ACTIVATIE
Online quiz/game
#insites
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INTERNE ACTIVATIE
Speed dating
#insites
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Op het
ritme van de
organisatie
Tactisch &
strategisch
Activatie
aangepast aan de
functie en rol
1 2 3
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#insites
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Content
De weg naar een consumer-activated organisatie
Case De Lijn
Case Comeos
Case 2dehands.be
Case Iliv
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SARA JACOBICHRISTOPHE VERGULT #insites
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SARA JACOBICHRISTOPHE VERGULT #insites
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SARA JACOBICHRISTOPHE VERGULT
Technology enables
a human, emotional
trade experience
#insites
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Agility to become future proof
SARA JACOBICHRISTOPHE VERGULT #insites
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SARA JACOBICHRISTOPHE VERGULT #insites
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SARA JACOBICHRISTOPHE VERGULT #insites
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Make 2dehands.be
more consumer
relevant
#1
SARA JACOBICHRISTOPHE VERGULT #insites
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“2dehands.be users will help out to get smart
and relevant insights in an agile way, enabling
to make impactful choices, adjust to contextual
change and get to the future first.”
SARA JACOBICHRISTOPHE VERGULT #insites
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SARA JACOBICHRISTOPHE VERGULT
We involved a variety of
internal stakeholders
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SARA JACOBICHRISTOPHE VERGULT
BRAND POWER
EXPERIENCE
#insites
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SARA JACOBICHRISTOPHE VERGULT
GETTING EXTRA-
ORDINARY INSIGHTS
OUT OF ORDINARY
2DEHANDS.BE AND
2EMEMAIN.BE USERS
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To maximize our community output, being
effective and creating actionable insight we
need rich data.
To get richer data we want people:
• to be productive: writing long comments,
thinking serious about their answers.
• to be creative: giving creative answers, out
of the box ideas and suggestions where
needed.
• to think contextual: giving answers straight
out of a specific mindset/context.
• to be emotional: giving answers that tap
right in to their inner feelings and write from
the heart.
SARA JACOBICHRISTOPHE VERGULT
Our approach to maximize output
#insites
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Wat voor iemand is 2dehands.be?
Man of vrouw vind ik lastig te zeggen, maar ik krijg wel (al langer) de indruk dat het een ietwat
chaotisch persoon is. Dit plaatje past er voor mijn gevoel vrij goed bij. […] 2dehands zie ik dus
een beetje als een chaoot, maar dat is op zijn werk. Om daar een menselijk typetje aan te
koppelen, zie ik 'm als een tenger persoon, mogelijk met een rond brilletje en een licht kromme
loophouding. […] Het mooie is, in mijn hele " betoog" hierboven herken ik mezelf ook wel een
beetje. Niet direct dat plaatje, maar wel dat alle verandering een ontwikkelingstijd nodig
heeft. En dat feedback daarin belangrijk is, omdat je eigen beeld altijd vertroebeld raakt. Voor een
"buitenstaander" kunnen zaken zo anders overkomen. Kortom, ben blij om de jongeheer 2dehands
door zijn adolescentiefase te mogen begeleiden.”
SARA JACOBICHRISTOPHE VERGULT #insites
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SARA JACOBICHRISTOPHE VERGULT
Ik: wat zoek je?
* ‘tuinbank en tafel’
(klikt op meubelen)
* ‘hm, dit zijn gewone meubelen, het zal eerder bij tuin staan’
(klikt op tuin, dan tuinmeubelen en accessoires)
* ‘hm ik zie geen houten’
Ik: je hebt er wel heel veel, er staan er verder naar onder nog hoor
* hahaha juist. Maar ik ga eerst in de rechtse kolom 'gebruikt'
aanklikken en bovenaan beperken tot de omgeving hier
(klikt op 'gebruikt' en dan op '9190 Stekene - 30 km)
* ah nu zijn het er nog een 500
* he schattig, rotan tafel met 2 stoelen,
(ze rechts-klikt op de ad)
* het is maar 25 euro, maar ik wil een klassieke bank
* ah, eronder bij vergelijkbare zoekertjes staat een mooie bank
van 77 euro
(klikt hierop)
http://www.2dehands.be/tuin/tuinmeubelen-accessoires/lounge-
tuinmeubelen/steigerhout-tafels-hoekbank-181093046.html
* hey dit klopt niet, de advertentie zegt 77 euro voor een
steigerhout zitbank maar als je er op klikt sta je op een pagina
van een bedrijf dat zitbanken aanbiedt in reklame, de
goedkoopste is 399 euro, sommige meer dan 1000 euro...
…
Interview
technique
#insites
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SARA JACOBICHRISTOPHE VERGULT
It is not what we ask them
It is about what we ask them to do
#insites
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Take the
2dehands.be team
on board
#2
SARA JACOBICHRISTOPHE VERGULT #insites
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“We unite everyone in your organization
around the visitor, driving ultimate visitor
centricity. We positively affect your internal
stakeholders’ hearts, minds and actions, taking
the visitor along every step of the way.”
SARA JACOBICHRISTOPHE VERGULT #insites
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SARA JACOBICHRISTOPHE VERGULT
Determine the purpose & identify stakeholder needs
Install a steering committee
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Deep dive activities
48 hour activities
Bottom-up activities
(Spontaneous
community
discussions in
‘lounge’)
Adapted to the business rhythm
Time
Inte
ns
ity
SARA JACOBICHRISTOPHE VERGULT #insites
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THEME 1
THEME 2
THEME 3
THEME 4
Detect new insights
Develop innovations
Strengthen brand power
Understand consumers
Improve customer
experience
Optimize go-to-market
DEEP-DIVE48H-TOPIC
DEEP-DIVE 48H-TOPIC
48H-TOPIC
DEEP-DIVE
DEEP-DIVE
DEEP-DIVE 48H-TOPIC
48H-TOPIC
Align consumer collaboration
with the strategic agenda
SARA JACOBICHRISTOPHE VERGULT #insites
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48 hr challenge for Marketing Purposes
48 hr challenge for Product Purposes
SARA JACOBICHRISTOPHE VERGULT #insites
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SARA JACOBICHRISTOPHE VERGULT
Improving the search experience
#insites
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SARA JACOBICHRISTOPHE VERGULT
Move from validation to inspiration and collaboration
Generate insights
Improving the search experience
Generate ideas Implement
1 2 3
#insites
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Brainstorm with product team
SARA JACOBICHRISTOPHE VERGULT #insites
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SARA JACOBICHRISTOPHE VERGULT
Speed dating with Adviseurs
#insites
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Spreading
brand
enthusiasm
#3
SARA JACOBICHRISTOPHE VERGULT #insites
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“Users cannot get any closer to your brand and
organization than by being involved in shaping
the future of 2dehands.be. We facilitate you and
them to drive consumer brand-related actions
through content they have co-created with
you.”
SARA JACOBICHRISTOPHE VERGULT #insites
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SARA JACOBICHRISTOPHE VERGULT
“Ik ga het eerlijk gezegd toch wel wat missen nu we even
pauzeren:( ja we hebben allemaal veel gedacht, getypt en veel
plezier gehad. Maar het zal wel leuk zijn om onze ideetjes te
zien op 2dehands.Bedankt allemaal voor een fijne en leuke
tijd hier!”
“Beste vrienden allemaal die veel gedacht en getypt hebben
de laatste weken, ... Zouden de adviseurs geen
herkenningsteken bij hun naam kunnen krijgen? Zou wel leuk
zijn. Team van 2de hands... veel succes en vooral dank voor
de inzet! Hartelijke groet aan iedereen!!”
#insites
![Page 148: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/148.jpg)
SARA JACOBICHRISTOPHE VERGULT #insites
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SARA JACOBICHRISTOPHE VERGULT
How a closed community
can help you to activate your
Crowdsourcing
wider, natural community
#insites
![Page 150: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/150.jpg)
SARA JACOBICHRISTOPHE VERGULT #insites
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SARA JACOBICHRISTOPHE VERGULT #insites
![Page 152: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/152.jpg)
Take-aways
from 1 year user
collaboration
SARA JACOBICHRISTOPHE VERGULT #insites
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SARA JACOBICHRISTOPHE VERGULT
Step by step – First milestone
#insites
![Page 154: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/154.jpg)
1 2 3 4 5 6
7 8 9 10 11 12
13 14 15 16 17 18
19 20 21It takes at least 21 iterations
SARA JACOBICHRISTOPHE VERGULT
before behaviour becomes a habit…
#insites
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SARA JACOBICHRISTOPHE VERGULT
We have to be daring
#insites
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Structural collaboration
Is hard work
SARA JACOBICHRISTOPHE VERGULT #insites
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SARA JACOBICHRISTOPHE VERGULT
BRAND POWER
EXPERIENCE
#insites
![Page 158: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/158.jpg)
Thank You!
Christophe Vergult
Managing Partner
Sara Jacobi
Marketing & Community Manager
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Content
De weg naar een consumer-activated organisatie
Case De Lijn
Case Comeos
Case 2dehands.be
Case Iliv
![Page 160: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/160.jpg)
IN BELGIUM
THE MARKET
@pieterdvuystDe ‘consumer activated’ organisatie
20th of November 2014
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@PIETERDVUYST
WE GO A
LONG WAY
BACK
#insites
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E-COMMERCE IN
BELGIUM
@PIETERDVUYST #insites
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1. What have we've done?
2. E-commerce learnings
3. Wrap-up
@PIETERDVUYST #insites
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Wrap-up
1. What have we've done?
2. E-commerce learnings
3.
@PIETERDVUYST #insites
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Crucial background information
METHOD• Online questionnaire using
TalkToChange research community
• Fieldwork: April 3rd - April 18th 2014
• Scope: Belgium
SAMPLE• n = 996
• Age: 18-70
• Online purchases experience in the last
12 months
COMPOSITION• Representative for the Belgian
population.
• Gender, age and region.
@PIETERDVUYST #insites
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@PIETERDVUYST #insites
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@PIETERDVUYST
Adding relevance to your survey
#insites
![Page 168: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/168.jpg)
Tell a story
Put in
perspective
Embrace
ideas
@PIETERDVUYST
Adding relevance to your survey
#insites
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@PIETERDVUYST #insites
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@PIETERDVUYST
THE VILLAGE• Qualitative add-on to survey
• After life that focus on discussion
• Top-down & bottom-up
• Voluntary (+- 10%)
Crucial background information
#insites
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@PIETERDVUYST #insites
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@PIETERDVUYST #insites
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@PIETERDVUYST #insites
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@PIETERDVUYST
What was the result?
59 34
73 65
19 30
#insites
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@PIETERDVUYST
What was the result?
Activated consumers…
…who activate organizations
#insites
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Wrap-up
1. What have we've done?
2. E-commerce learnings
3.
@PIETERDVUYST #insites
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@PIETERDVUYST
WRAP-UP
5 KEY TWEET-AWAYS
KISS e-commerce
#insites
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Of the Belgian population has ever made
an online purchase
52% 52%
2011 2012
59%
2013
61%
2014
@PIETERDVUYST #insites
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2011 2012 2013 2014
Spending more
than 100€
43% 45% 47%50%
2011 2012 2013 2014
Monthly
Purchases
29% 29%
36% 38%
2011 2012 2013 2014
Spending more
compared to last year
17% 16%
24%
28%
Of the Belgian population has ever made
an online purchase
52% 52%
2011 2012
59%
2013
61%
2014
@PIETERDVUYST #insites
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85
KISS.
% tend to buy
products /
services on the
internet in the
future.
@PIETERDVUYST #insites
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@PIETERDVUYST
CATEGORY
SEGMENTATIONP
en
etr
ati
on
Frequency
SPECIALSVOLUME
GENERATOR
NO VOLUME NICHE
#insites
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@PIETERDVUYST
INTERESTING
TRENDSP
en
etr
ati
on
Frequency
Fashion
FOUND THEIRSWEET SPOT
#insites
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@PIETERDVUYST
CATEGORY
ADVERTISING
#insites
![Page 184: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/184.jpg)
@PIETERDVUYST
INTERESTING
TRENDSP
en
etr
ati
on
Frequency
Furniture & Home Decoration
2015WINNERS?!
#insites
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@PIETERDVUYST
www.home24.be
#insites
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@PIETERDVUYST #insites
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@PIETERDVUYST
www.jouwgordijn.be
#insites
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@PIETERDVUYST
WRAP-UP
5 KEY TWEET-AWAYS
Trust is a must
KISS e-commerce
#insites
![Page 189: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/189.jpg)
“I HAVE FAITH IN E-COMMERCE”
39%
59%
2009 2011
66%
2012
60%
2013
60%
2014
@PIETERDVUYST #insites
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“Experience a
smooth buying
processonline.”
96%
2012
90%
2013
89%
2014
@PIETERDVUYST #insites
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@PIETERDVUYST #insites
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@PIETERDVUYST
WRAP-UP
5 KEY TWEET-AWAYS
Trust is a must
Emerging m-commerce
KISS e-commerce
#insites
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2011 2012 2013 2014
Willingness to use
mobile devices for
purchasing
15% 15%17%
22%
@PIETERDVUYST #insites
![Page 194: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/194.jpg)
“Ik verkies voorlopig toch de
e-commerce omdat het mij
een veiliger gevoel geef.
Zeker als een website naar de
digipasscodes vraagt, heb ik
er vertrouwen in.”
Payment safety is unclear and
impacts trustworthiness.
@PIETERDVUYST #insites
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@PIETERDVUYST #insites
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@PIETERDVUYST
WRAP-UP
5 KEY TWEET-AWAYS
Trust is a must
Emerging m-commerce
Commercial defriendship
KISS e-commerce
#insites
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@PIETERDVUYST
2012 2013 2014
Using social media
to get a price reduction
28%33% 32%
35%39%
51%
#insites
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“Het stoort mij echter dat ook
FB overstelpt wordt met
allerlei reclame
boodschappen.”
(Big) brands, be aware! You’re
entering their environment.
@PIETERDVUYST #insites
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@PIETERDVUYST
NATIVEADVERTISING
#insites
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@PIETERDVUYST
WRAP-UP
5 KEY TWEET-AWAYS
Trust is a must
Offline e-commerce
Emerging m-commerce
Commercial defriendship
KISS e-commerce
#insites
![Page 201: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/201.jpg)
OFFEROVERALL
EXPERIENCE
EXPERTISE
OF THE
STAFF
Expecations related
to…
40%
31% 30%
11%8%8%
@PIETERDVUYST #insites
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MULTICHANNELONLINE BUYING, OFFLINE EXPERIENCE
@PIETERDVUYST #insites
![Page 203: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/203.jpg)
Wrap-up
1. What have we've done?
2. E-commerce learnings
3.
@PIETERDVUYST #insites
![Page 204: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/204.jpg)
2 key things to remember
@PIETERDVUYST
GIVE
CONTEXT
KISS
E-COMMERCE
#insites
![Page 205: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/205.jpg)
@PIETERDVUYST
Download the report!
#insites
![Page 206: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/206.jpg)
@PIETERDVUYST
Pieter De Vuyst
Senior Research Manager
@pieterdvuyst
#insites
![Page 207: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/207.jpg)
Content
De weg naar een consumer-activated organisatie
Case De Lijn
Case Comeos
Case 2dehands.be
Case Iliv
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ILIV Case Study
A need for GEN Y
specific insights
Frank NaessensSenior Research Consultant, InSites Consutling
related to the HOME
![Page 209: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/209.jpg)
@FRANKNAESSENSILIV Case Study
Why this case?
Consumer activation to develop a richer
and focused survey.
#insites
![Page 210: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/210.jpg)
Why this case?
Stories stick! Use of qualitative output to
create a more impactful report that can
be externally communicated.
@FRANKNAESSENSILIV Case Study
#insites
![Page 213: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/213.jpg)
@FRANKNAESSENSILIV Case Study
LIVING TODAY?
LIVING TOMORROW?
#insites
![Page 214: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/214.jpg)
@FRANKNAESSENSILIV Case Study
RESEARCH ROADMAP
PHASE I
#insites
![Page 215: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/215.jpg)
@FRANKNAESSENSILIV Case Study
RESEARCH ROADMAP
Qualitative plugins
In an online survey environment
Multifunctional: before or after any research trajectory
Before: smaller sample, incentivized, with follow-up
After: bigger sample, but un-moderated and not obligatory
PHASE I
#insites
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@FRANKNAESSENSILIV Case Study
RESEARCH ROADMAPPHASE I
#insites
![Page 217: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/217.jpg)
@FRANKNAESSENSILIV Case Study
Example output: The loungePHASE I
#insites
![Page 218: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/218.jpg)
@FRANKNAESSENSILIV Case Study
Example output: The Interview RoomPHASE I
#insites
![Page 219: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/219.jpg)
@FRANKNAESSENSILIV Case Study
Example output: The Picture ShopPHASE I
#insites
![Page 220: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/220.jpg)
@FRANKNAESSENSILIV Case Study
Online Discussion GroupsPHASE I
#insites
![Page 221: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/221.jpg)
@FRANKNAESSENSILIV Case Study
RESULTSPHASE I
#insites
![Page 222: The Consumer Activated Organisation Smartees Seminar](https://reader033.vdocuments.site/reader033/viewer/2022060121/559442f71a28abf32f8b4653/html5/thumbnails/222.jpg)
My house is a place w here I feel w elcome/loved 71%
I f ind it important that people feel at ease w hen being
in my house.70%
My house is a place to share fun moments w ith
others.62%
I think it’s important to keep at least a minimum of
green -e.g. plants, view on outside, etc. in my home.61%
I feel at home w here I’m currently living 60%
My house is a place to invite friends over. 59%
My house is a place to be w ith my family 58%
I f ind it important to live in a green environment 55%
Friends are alw ays w elcome to stop by unexpected 48%
Bringing technology in my house w ill help me to
connect w ith the w orld.46%
I still consider my parent’s house my ‘home’ even if I
don’t live there anymore41%
Having a house helps me fit in society. 34%
I feel one w ith my neighbourhood -e.g. I have friends
from the neighbourhood, I participate in local activities,
etc.
31%
I expect my parents to help w ith my housekeeping
w hen living alone.17%
Technology is breaching my feeling of home. 12%
@FRANKNAESSENSILIV Case Study
Digesting the qual results…PHASE II
In my home I can reveal w ho I really am. 66%
In the end, I think it’s important to ow n a house rather
than rent one.66%
I can really be myself w ithout being judged by others. 65%
My home is the best place to relax. 65%
I decide how my home feels and looks like -e.g.
atmosphere, decoration62%
In my home I feel I have 100% privacy. 62%
I decide how my household is organized. 59%
I like to be alone/on my ow n at home. 44%
I decide how others -e.g. friends, family, etc. act in
my house.31%
I feel safe in my home. 71%
My home protects me from the w orld -e.g. nature,
noises, strangers, etc.54%
When I’m at home, I don’t w ant to hear or see others -
e.g. neighbours, other people, etc.37%
Technology w ill help me to manage my housekeeping
better.36%
…and define measurable statements
#insites
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@FRANKNAESSENSILIV Case Study
Factor Analyse
Cluster Analyse
The validation and segmentationPHASE III
Start from
qualitative input
Operationalize the 3
themes in 27
measurable
statements
Multivariate Analysis
to discover
underlying variables
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@FRANKNAESSENSILIV Case Study
The infographic
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@FRANKNAESSENSILIV Case Study
The Research Report
Pictures were used from
the input on ‘the Village’More information can be found on: http://www.iliv.be/nl/node/869
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Thank You!
Frank Naessens
Sr. Research Consultant
Pieter De Vuyst
Sr. Research Manager
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Thank you!
Let’s go to the Q&A…