Welcome

Welcome to the Wonderful World of Communities for Research (by Tom De Ruyck, Senior R&D Manager)

Introduction to our philosophy + cases (De Standaard, Danone, Chiquita...)

Harnessing the power of contemporary consumer through Co-Creation Communities (by Tom Goderis and Dado Van Peteghem)

Introduction to our philosophy + cases (Heinz, FrieslandCampina, Kraft...)

Coffee break

Being Connected: how does it feel? (by Martijn van Kesteren - Unilever and Lode Hoste - VMMa)

Short presentation on do's and don'ts and sharing the community experience. Followed by Q&A.

Closing drinks

Buffet lunch

Introduction & warning speech: how to become a gorilla hunter. New challenges for marketeers. (Steven Van Belleghem, Director Brand & Communication research)

Break for coffee

Gorrilla 1: Gorilla’s in advertising research (Angie Decueninck, Consultant Brand & Communication research)

Gorrilla 2: Driving activation of successful and not successful campaigns, based on a benchmarking exercise

Gorrilla 3: Tracking your word of mouth (Dennis Claus, Consultant Brand & Communication research)

Networking with coffee & drinks

Buffet lunch

Is your customer journey a stairway to heaven or a highway to hell?
How to guide your customers to heaven through all moments of truth.
By Christophe Vergult, Director Customer Experience Research, InSites Consulting.

Reviewing your customer experience strategy through benchmarking.
Findings of the 'Relationship Monitor 2008' study (covering 6 sectors: Finance, Automotive, Telecom, Air travel, Tour operators, Retail).
By Prof. Dr. Kristof De Wulf, Managing Partner, InSites Consulting

Coffe break

Reflections on the 'Relationship Monitor 2008'.
How Peppers&Rogers Group beliefs and experiences fit with the outcomes of the pan-European study on customer experience management.
By Aysegul Bahcivanoglu, Client Services Director, Carlson Marketing/Peppers & Rogers Group Brussels Office.

Customer centricity at the heart of a marketing strategy.
Case Bizner, a Dutch online B2B bank from the Rabobank Group.
By Alex Van Dijken, Marketing Manager, Bizner Bank.

Networking and drinks

Location: Marketing Information Event, De Kuip, Rotterdam. This workshop takes place in the MIE CENTRE.

Using dedicated panels… a case study of being connected
(Ramon Pardo, Country Manager Nederland, InSites Consulting)

Ever since the NOPVO study 2006 discussions have been around the quality and reliability of online access panels. InSites Consulting has its own point of view regarding quality of panels, working with dedicated panels and making online research more fun for participants by using connected tools.

Do you want to know all about our point of view and our approach in practice, we’ll present you the first findings of a case study.

Online co-creation with consumers
(Filip de Boeck, Managing Partner / Director Innovation, InSites Consulting)

"Some people think better, other people think different."

This quote of Kirton is at the basis of our consumer centered co-creation philosophy. InSites involves consumers in the fuzzy front-end of innovation using advanced online tools. In a first phase, INNOVATORS create and generate new product ideas in an individual setting. In a second phase, we involve GATEKEEPERS to validate and fine-tune ideas in an interactive setting. We carefully select INNOVATORS and GATEKEEPERS based on how they act as a consumer as this also impacts the way they add value in the innovation process. This approach allows to interact with consumers throughout the idea generation process. Filip’s story will reveal the innovative InSites approach and the challenges in terms of:

- the selection of the specific profiles
- the tools used to connect with consumer
- the stimulation creativity in an online setting

Lunch

Welcom - Sandwich Lunch

CREAX. Responsing to customer needs through systematic innovation
Mathieu Mottrie, Operations Director

"Nobody is as smart as everyone together” and “every problem has already been solved by someone somewhere". This is the basic philosophy of CREAX, a leading innovation research company. The unique CREAX innovation methodology brings structure to the creative idea and solution generation process and demonstrates how to transfer knowledge across all domains and industries. By implementing a systematic approach into the innovation process, valuable ideas and good solutions are generated in a fast, efficient and structured way. By going in abstract, CREAX offers a helicopter view on technology, applying existing knowledge and transferring solutions between industries.

Mathieu’s presentation will demonstrate how the CREAX methodology works through real case examples.

Taking Ideation Forward : Online co-creation with consumers
Filip De Boeck, Director Innovation Research, InSites Consulting

"Some people think better, other people think different". This quote of Kirton is at the basis of our consumer centered co-creation philosophy.

InSites involves consumers in the fuzzy front-end of innovation using advanced online tools. In a first phase, INNOVATORS create and generate new product ideas in an individual setting. In a second phase, we involve GATEKEEPERS to validate and fine-tune ideas in an interactive setting. We carefully select INNOVATORS and GATEKEEPERS based on how they act as a consumer as this also impacts the way they add value in the innovation process. This approach allows to interact with consumers throughout the idea generation process. Filip’s story will reveal the innovative InSites approach and the challenges in terms of the selection of the specific profiles, the tools used to connect with consumer, the stimulation creativity in an online setting.

Coffee break

Reducing innovation risks: best practices in idea & concept screening
prof. Dr Kristof De Wulf, Managing Partner, InSites Consulting

As 80% of a product’s manufacturing costs are incurred during the first 20% of the design and failure rates are estimated at 93%, new product development is very risky. By consequence, it is of utmost importance to include an adequate pre-launch market analysis in order to be able to choose the right ideas to commercialize. Once ideas have been generated, the following steps in the innovation research process consist of (1) narrowing down the number of ideas to the most promising ones, (2) transforming ideas into final concepts and (3) selecting those concepts revealing the highest market potential. Kristof will touch upon the key differences between an idea and a concept and share with you best practices in idea and concept screening. The following topics will be covered: idea and concept board design, relevance of different KPIs, possible research designs, the role of benchmarking, and target group definition.

Networking & drinks

Introduction & Warning Speech: Web 2.0: new challenges for marketeers.
Steven Van Belleghem, Director Brand & Communication research

Let’s get connected!
Tom De Ruyck, Connected Research Manager

Desk Research 2.0: getting answers to questions you never asked!
More and more, consumers are using technologies such as blogs, chat, communities and bulletin boards to speak their mind and interact. They are creating an online conversation to express consumer insights, discuss products and competing brands, and give their unfiltered opinions about their experiences. As a result, the consumer has more opportunities to learn about the market and more power to praise or criticize companies and products. Marketers and researchers need to tap into this online conversations to learn about what consumers think about their brands and products.

Online Discussion Groups: sharing cases, learnings & experiences.
Online discussion groups enable a synchronous conversation of around two hours involving 6 to 8 participants. Researchers have the option of moderating the conversation intensively and feeding ideas to participants for inspiration, or can equally encourage free interaction to maximize spontaneity. Online discussion groups allow using a variety of projective, drawing, sorting, uploading and media sharing techniques.

Bulletin Boards & Online Communities: getting the maximum out of social interaction between consumers...
Tom De Ruyck, Connected Research Manager

Bulletin boards allow for asynchronous threaded discussions over a longer period of time involving more participants. Participants can return to topics and react to each others' comments while research moderation is low to medium. Discussion boards are most useful for getting opinions about a specific event, topic or stimulus.

Communities are platforms for creating research communities comprising many participants and lasting several weeks or months, or for generating a permanent discussion. Participants are recruited and screened to ensure a common interest and ongoing involvement. The moderator is a trustful and inspirational catalyst. To engage participants fully, research communities rely on an integrative set of research tools (e.g. multi-media uploads, drawing boards, community member tasks, special live guests). A derivative of such an approach is that communities truly bring the consumer alive in the board room.

Sandwich lunch

Taking Ideation Forward : Online co-creation with consumers
Filip De Boeck, Director Innovation Research, InSites Consulting

"Some people think better, other people think different". This quote of Kirton is at the basis of our consumer centered co-creation philosophy.

InSites involves consumers in the fuzzy front-end of innovation using advanced online tools. In a first phase, INNOVATORS create and generate new product ideas in an individual setting. In a second phase, we involve GATEKEEPERS to validate and fine-tune ideas in an interactive setting. We carefully select INNOVATORS and GATEKEEPERS based on how they act as a consumer as this also impacts the way they add value in the innovation process. This approach allows to interact with consumers throughout the idea generation process. Filip’s story will reveal the innovative InSites approach and the challenges in terms of the selection of the specific profiles, the tools used to connect with consumer, the stimulation creativity in an online setting.

Reducing innovation risks: best practices in idea & concept screening
prof. Dr Kristof De Wulf, Managing Partner, InSites Consulting

As 80% of a product’s manufacturing costs are incurred during the first 20% of the design and failure rates are estimated at 93%, new product development is very risky. By consequence, it is of utmost importance to include an adequate pre-launch market analysis in order to be able to choose the right ideas to commercialize. Once ideas have been generated, the following steps in the innovation research process consist of (1) narrowing down the number of ideas to the most promising ones, (2) transforming ideas into final concepts and (3) selecting those concepts revealing the highest market potential. Kristof will touch upon the key differences between an idea and a concept and share with you best practices in idea and concept screening. The following topics will be covered: idea and concept board design, relevance of different KPIs, possible research designs, the role of benchmarking, and target group definition.

Networking with coffee & drinks

Buffet lunch

Introduction & warning speech: how to become a gorilla hunter. New challenges for marketeers. (Steven Van Belleghem, Director Brand & Communication research)

Break for coffee

Gorrilla 1: Gorilla’s in advertising research (Angie Decueninck, Consultant Brand & Communication research)

Gorrilla 2: Driving activation of successful and not successful campaigns, based on a benchmarking exercise

Gorrilla 3: Tracking your word of mouth (Dennis Claus, Consultant Brand & Communication research)

Networking and drinks

Sandwich Lunch

Is your customer journey a stairway to heaven of a highway to hell? How to guide your customers to heaven through all moments of truth. By Christophe Vergult, Director Customer Experience Research, InSites Consulting

Reviewing your customer experience strategy through benchmarking: Findings of the 'Relaionship Monitor 2008' stuyd (covering 6 sectors: Finance, Automotive, Telecom, Air Travel, Tour Operators and Retail). By Christophe Vergult, Director Customer Experience, InSites Consulting

What can we learn from conversations about experiences on social media? Insights via textmining about the air travel experience. By Annelies Verhaeghe, R&D Consultant, InSites Consulting.

Coffee break

Responding to customers' needs through systematic innovation. By Johan Van Langenbick, Operations Director, CREAX.

"Nobody is as smart as everyone together" and "every problem has already been solved by someone somewhere". This is the basic philosophy of CREAX, a leading innovation research company. The unique CREAX innovation methodology brings structure to the creative idea and solution generation process and demonstrates how to transfer knowledge across all domains and industries. By implementing a systematic approach into the innovation process, valuable ideas and good solutions are generated in a fast, efficient and structured way.

Taking Ideation forward: Online co-creation with consumers. By Filip De Boeck, Director Innovation Research, InSites Consulting

Reducing innovation risks: best pratices in idea & concept screening. By Tom Goderis, Senior Research Consultant, InSites Consulting

Networking and drinks

Welcome

Even better than the real thing. Youngsters and authenticity today. Which brands do youngsters believe to be authentic? How can you as marketer connect to this new generation of young people? By Joeri Van den Bergh, Kids & Youth Expert, InSites Consulting.

Where did you miss it? 27th International Stichting Marketing Conference, ICC Ghent (December 2008).

"Het is wellicht de meest swingende, interactieve en grappigste presentatie". (Source: De Standaard Online)

Networking and drinks

Welcome

Introduction by Steven Van Belleghem, Director Branding & Communication Research

Brands are icons... in a heartbeat (by Hakim Zemni, Senior Research Consultant)

Why do we curse on 'lifeless' objects like our laptop when the internet is down or the mouse doesn't work? Why are penguins aristocrats and owls wise? Why are we more creative when we see an Apple-logo and act more responsibly when we see a Disney-logo?

In a complex society where oversupply results in choice-paralysis we simplify the world around us into systems we understand. And it only takes us 1 heartbeat! Personification and iconisation is a universal mental shortcut that explains why consumers do what they do and feel what they feel when they are confronted with a brand or product: brands, just like celebrities in our popular culture and animals in nature, are reduced to a few iconic and archetypical role-models. These iconic role-models have always been present in our storytelling collective memory and our binary-thinking human gene pool (reject or accept) and cannot be erased from our brains.

But just how much of an icon is your brand? And which icons are succesful? And how can you manipulate this personification?

Coffee break

Brand Camp² (Competitive Analysis of Market Positioning and Preference) by Prof. Dr. Niels Schillewaert, Managing Partner InSites Consulting, ESOMAR Representative for Belgium and Marketing Professor at the Vlerick Management School.

This state of the art and unique process developed by InSites Consulting and Penn State University (USA) makes marketers see the true competitive brand structure linked into consumer preference via techniques of perceptual mapping.

The Brand Camp² procedure answers the following strategic questions:

• What is the competitive structure of your market? Which brands in your market belong together and who are your main competitors?
• What are the strenghts and weaknesses of your brand?
• Why do customers choose your brand or that of competitors? What are the most important drivers of consumer choice and market share?
• How can you (re/de)position new or existing brands to achieve increased share of preference?

Using different examples we will interactively demonstrate how brand managers can make brand positioning simulations which lead to action-oriented brand decisions.

Networking and drinks

Welcome

Key findings of a pan-European Health study (by Magali Geens, Director Health Research)

At the beginning of 2009 InSites Consulting conducted a pan-European study on Health. The study covers 7 countries (Belgium, the Netherlands, France, Germany, Italy, Spain and United Kingdom) discussing different topics such as

• Doctor-patient relationship
• Reasons for non(compliance)
• The role of patients in choice of treatment/medication
• The knowledge about and image of generics
• The role of the pharmacist
• ... 

Coffee break

Client cases: Innovative methods in Health Research

Daily 2.0: a customized extranet to track everything that matters in your business (products, brands, legal, scientific,...) Presented by Caroline Collard, Business Unit Manager Neurology, Merck Serono

Patient nethnography research: analyzing patient generated content from different social media sites using text mining. Presented by Rudi Van Campenhout, Global Manager Insights, UCB

 More cases to be confirmed in the following weeks

Sandwich Lunch

Welcome

Introduction (by Prof. Dr. Kristof De Wulf, Managing Partner)

Insighting is a verb, starting from within ourselves. That is why this session starts with sharing own practices and exercising our own intuition. After discussing and uncovering what the true essence of a consumer insight is, we illustrate the different critical steps involved in insight management. Using a variety of case studies, we reveal how InSites Consulting has used innovative research methods to generate, validate and elaborate upon consumer insights as the seeding platform for great innovation, branding, communication and customer experiences.

Coffee break

Danone WaterWorld Community (by Michel Rogeaux, Senior Expert Consumer Science - Danone R&D and Nanno Palte, Director Marketing Insights - InSites Consulting)

At the beginning of 2009 InSites Consulting carried out an extensive research program on behalf of the global Danone R&D Consumer Science Team. This research has literally been a deep dive into the world of water consumption with the aim of getting a profound understanding of the drivers and barriers of the water category, both on a psychological and physical level.

To find answers to the vast and complex business questions set by Danone Consumer Science, InSites Consuling used a mixture of research techniques: exploration of drivers and barriers, a quantitative usage & attitude survey with online diary, consumer connection through visual ethnography, community blogs and online discussion groups.

This presentation shows that fusion research is a successful and innovative recipe for gathering in-depth understandings & insights about your category.

Michel Rogeaux will introduce you into the WaterWorld of Danone by presenting the main business challenges Danone Consumer Science is facing today and sharing some of the project's learnings. Nanno Palte will give you an overview of the different research techniques used in the context of this research program. At the end of the presentation the future of fusion research will be discussed.

Networking and drinks

Welcome

Introduction by Tim Duhamel, CEO

Pecha Kucha session (by Prof. Dr. Niels Schillewaert, Managing Partner)

If I would run the market research industry this is what I would invest in, looking at the consumer trends out there! A short and powerful presentation which will place our traditional way of research thinking on the line.

"A riveting, bravura performance. Seamlessly supported by 20 brilliant slides. Niels took only 6 minutes 40 seconds to communicate his cogently argued view of 'creative destruction' as an inevitable, but exciting, future for Market Research. His presentation neatly encapsulated all the main themes of the 2009 Conference including (quite masterly) storytelling." (Source: MRS Research 2009 - Jury Review)

Ultimate Twitter Study (by Tom De Ruyck, Senior ForwaR&D Lab Consultant)

Although there is a lot of buzz about this social media platform, little is known about why people & brands are on Twitter and what they want to achieve with their presence. Therefore we believed time was ready to conduct an in-depth multi-method study about it! We thought it would be great to do the study via Twitter itself as in January 2009, a competition to help Twitter make money selected 'Market Research' as the winning concept to create a revenue stream for the site.

Coffee break

And they lived happily ever after... (by Annelies Verhaeghe, Senior ForwaR&D Lab Consultant and ESOMAR's Young Researcher of the Year 2009)

Analyzing user generated content on social media to increase the elderly's quality of life.

"Verhaeghe has shown innovative thinking throughout, which has led a first-rate piece of work. An excellent example of exploratory research into an increasingly important aspect of humanities" (Source: ESOMAR Congress 2009 - jury review)

Networking and drinks

Welcome

Meet the 'contemporary' consumer (by Tom De Ruyck, Senior R&D Manager)

• Empowered: they have the means to make or break brands on a scale never seen before. They choose what they talk about, not the marketers.
• Cosmopolitan: they switch very quickly between online and offline, blend work and private life and are part of a global social web. They have become very difficult to grasp.
• Co-Creator: they have become part-time marketers.
• Emotional: decisions have always been strongly guided by emotions, now tapping into them has become easier.

We need new research thinking & acting for better marketing decision making. By using advanced methods and a careful selection & fusion of research design, you're able to better grasp today's consumers.

Lunch

So how to go from here? (by Annelies Verhaeghe, Senior R&D Manager - ESOMAR Young Researcher 2009)

Let's get connected:

• Surveying: bringing qual in quant
• Discussions: online discussion groups, online 1/1 & duo bulleting boards and research communities
• Neo-observational research: ethnography and social media nethnography

Fusion research: getting a 360 degree view on your consumer by combining and applying new techniques and skills

Networking & drinks

Welcome breakfast

Introduction (by Saartje Van den Branden, Health Consultant - InSites Consulting)

Health Study 2010: Social Media Use in Health (by Magali Geens, Health Research Director - InSites Consulting)

Latest Health Search Data by Google (by Julia Loncar, Industry Manager - Google Healthcare)

Coffee break

Social Media Nethnography case (by Prof. Dr. Niels Schillewaert, Managing Partner - InSites Consulting)

The future: analyzing peer-to-peer content by HCPs (Sermo)

Online HCP research: a case on prescription mapping and forecasting (by Sarah Mertens, Consumer Insight Director - AstraZeneca and Carl Vandeloo, Health Consultant - InSites Consulting)

Questions & Answers

Closing drinks and sandwich lunch

Welcome

Welcome to the Wonderful World of Communities for Research (by Tom De Ruyck, Senior R&D Manager)

Introduction to our philosophy + cases (De Standaard, Danone, Chiquita...)

Harnessing the power of the contemporary consumer through Co-Creation Communities (by Tom Goderis and Dado Van Peteghem)

Introduction to our philosophy + cases (Heinz, FrieslandCampina, Kraft...)

Coffee break

Being Connected: how does it feel? (by Martijn van Kesteren, Unilever and Barbera Van der Wal, ING)

Short presentation on do's & don'ts and sharing the community experience. Followed by Q&A

Closing drinks