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Consumer insights inspire the nightlife experience of tomorrow (by Tom De Ruyck)

InSites on Stage
InSites on Stage

Consumer insights inspire the nightlife experience of tomorrow (by Tom De Ruyck - InSites Consulting and Henk Eising - Heineken International), presented at the ESOMAR General Conference in Atlanta (US) on Monday September 10, 2012/

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Consumer insights inspire the nightlife experience of tomorrow Tom De Ruyck Head of Research Communities, InSites Consulting Henk Eising International Market Research Manager, Heineken International
The historical legacy behind Heinekens design credence is what led the brand to pursue its progressive roots and encourage emerging designers. @INSITES
@INSITES
Challenges 1 Involve consumers in a vision of the future? 2 Engage trendy clubbers from all over the world? 3 Report findings to designers for maximum impact? 4 Facilitate co-creation among the design team? 5 Select ideas and create consistency? @INSITES
How to create the club of tomorrow? Join forces with a multidisciplinary group of designers @INSITES
Crowdsourcing emerging designers via social media @INSITES
Making the final selection on Pecha Kucha nights in Milan, New York, Sao Paulo & Tokyo @INSITES
@INSITES
How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Connect with clubbers and understand their journey @INSITES
Understanding the journey of clubbers 120 20 Clubbing PARTICIPANTS COUNTRIES design-savvy Heineken @INSITES
Online Research Community @INSITES
The Heineken concept club community Clubbing experience Role of clubbing Review of the nightlife experience Ideal experience @INSITES
How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Connect with clubbers and understand their journey Approach the nightlife experience as service design @INSITES
@INSITES
Connecting Discovering Getting a drink Dancing Cooling down Ending the night @INSITES
The layout takes a cue from the nightlife journey of clubbers
Join forces with a multidisciplinary group of designers Connect with clubbers and understand their journey Approach the nightlife experience as service design The result?
Great staff member are critical in shaping my night, they are the face of the club. They should fit the identity of the place and radiate positive energy, most of the time this isnt the case. @INSITES
The staff is dressed in vibrant futuristic outfits, in line with the Changing perspectives theme of the club. @INSITES
It is so frustrating not to be noticed by the bartender! Im clearly trying to get his attention, however others are being served before me. @INSITES
The bar is interactive and allows you to order a beer, it even keeps track of who is next in line. @INSITES
@INSITES
I like having a unique drink that has a story to tell. This experience emphasizes the identity and authenticity of the club and provides me with an exclusive story worth sharing. @INSITES
The limited edition bottle alters its appearance under different types of light and is accompanied by origami serving trays and openers. @INSITES
For me dancing is a great way to release my energy and to loose my inhibitions; it would be great if there was enough space to really go wild! @INSITES
Leave your drink on the numbered shelf and go crazy on the dance floor.
When we head home, we cherish the great moments we had. It would be amazing if there was some kind of way to remember the night and share it. @INSITES
Clubbers are invited to express their thoughts on an origami-shaped wall. @INSITES
Instant pictures provide you with a tangible memory to take home. @INSITES
Its awful when we get kicked out when the club closes! The least they could do is check up on us to make sure we had a great night, are in need for a last drink or a cab. @INSITES
When its time to move on, a friendly concierge will guide clubbers onwards, giving directions and arranging cabs home. @INSITES
Challenges 1 Involve consumers in a vision of the future? 2 Engage trendy clubbers from all over the world? 3 Report findings to designers for maximum impact? 4 Facilitate co-creation among the design team? 5 Select ideas and create consistency? @INSITES
@INSITES
Market research works for creative professions Lets be creative in research communication The Heineken concept club @tomderuyck @InSites @INSITES
Market research works for creative professions Lets be creative in research communication The Heineken concept club @tomderuyck @INSITES

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Consumer insights inspire the nightlife experience of tomorrow (by Tom De Ruyck)

  • 1. Consumer insights inspire the nightlife experience of tomorrow Tom De Ruyck Head of Research Communities, InSites Consulting Henk Eising International Market Research Manager, Heineken International
  • 2. The historical legacy behind Heinekens design credence is what led the brand to pursue its progressive roots and encourage emerging designers. @INSITES
  • 4. Challenges 1 Involve consumers in a vision of the future? 2 Engage trendy clubbers from all over the world? 3 Report findings to designers for maximum impact? 4 Facilitate co-creation among the design team? 5 Select ideas and create consistency? @INSITES
  • 5. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers @INSITES
  • 6. Crowdsourcing emerging designers via social media @INSITES
  • 7. Making the final selection on Pecha Kucha nights in Milan, New York, Sao Paulo & Tokyo @INSITES
  • 9. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Connect with clubbers and understand their journey @INSITES
  • 10. Understanding the journey of clubbers 120 20 Clubbing PARTICIPANTS COUNTRIES design-savvy Heineken @INSITES
  • 12. The Heineken concept club community Clubbing experience Role of clubbing Review of the nightlife experience Ideal experience @INSITES
  • 13. How to create the club of tomorrow? Join forces with a multidisciplinary group of designers Connect with clubbers and understand their journey Approach the nightlife experience as service design @INSITES
  • 15. Connecting Discovering Getting a drink Dancing Cooling down Ending the night @INSITES
  • 16. The layout takes a cue from the nightlife journey of clubbers
  • 17. Join forces with a multidisciplinary group of designers Connect with clubbers and understand their journey Approach the nightlife experience as service design The result?
  • 18. Great staff member are critical in shaping my night, they are the face of the club. They should fit the identity of the place and radiate positive energy, most of the time this isnt the case. @INSITES
  • 19. The staff is dressed in vibrant futuristic outfits, in line with the Changing perspectives theme of the club. @INSITES
  • 20. It is so frustrating not to be noticed by the bartender! Im clearly trying to get his attention, however others are being served before me. @INSITES
  • 21. The bar is interactive and allows you to order a beer, it even keeps track of who is next in line. @INSITES
  • 23. I like having a unique drink that has a story to tell. This experience emphasizes the identity and authenticity of the club and provides me with an exclusive story worth sharing. @INSITES
  • 24. The limited edition bottle alters its appearance under different types of light and is accompanied by origami serving trays and openers. @INSITES
  • 25. For me dancing is a great way to release my energy and to loose my inhibitions; it would be great if there was enough space to really go wild! @INSITES
  • 26. Leave your drink on the numbered shelf and go crazy on the dance floor.
  • 27. When we head home, we cherish the great moments we had. It would be amazing if there was some kind of way to remember the night and share it. @INSITES
  • 28. Clubbers are invited to express their thoughts on an origami-shaped wall. @INSITES
  • 29. Instant pictures provide you with a tangible memory to take home. @INSITES
  • 30. Its awful when we get kicked out when the club closes! The least they could do is check up on us to make sure we had a great night, are in need for a last drink or a cab. @INSITES
  • 31. When its time to move on, a friendly concierge will guide clubbers onwards, giving directions and arranging cabs home. @INSITES
  • 32. Challenges 1 Involve consumers in a vision of the future? 2 Engage trendy clubbers from all over the world? 3 Report findings to designers for maximum impact? 4 Facilitate co-creation among the design team? 5 Select ideas and create consistency? @INSITES
  • 34. Market research works for creative professions Lets be creative in research communication The Heineken concept club @tomderuyck @InSites @INSITES
  • 35. Market research works for creative professions Lets be creative in research communication The Heineken concept club @tomderuyck @INSITES