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The Virtual Boardroom: Using Online Qualitative to Research Senior Stakeholders Developing High Value Corporate Strate

The Virtual Boardroom: Using Online Qualitative to Research Senior Stakeholders Developing High Value Corporate Strategy. Penny Mesure Philips International. Michael Walsh Observant LLC. QRCA Symposium on Excellence in Qualitative Research May 12, 2011. The Role of “Senior Influencers”.

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The Virtual Boardroom: Using Online Qualitative to Research Senior Stakeholders Developing High Value Corporate Strate

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  1. The Virtual Boardroom: Using Online Qualitative to Research Senior StakeholdersDeveloping High Value Corporate Strategy Penny Mesure Philips International Michael Walsh Observant LLC QRCA Symposium on Excellence in Qualitative ResearchMay 12, 2011

  2. The Role of “Senior Influencers”

  3. Philips is Involved in Many Markets Globally Care and Resuscitation Cardiovascular Market PatientMonitoring Male Shaving Coffee Makers Rechargeable Toothbrushes Professional Lighting Consumer Lighting Lamps

  4. Philips Focus on Health & Well-being Synergies Across the Portfolio “In 2015 Philips wants to be a global leader in health and well-being, illustrated by the aim to become the preferred brand in this domain in a majority of our markets”

  5. Targeting Senior Influencers InstitutionalInvestors Create a dialogue on key H&WB societal trends to build thought leadership and advocacy for Philips in this area * Other stakeholders include: Financial/business media, governments, unions, educational institutions, NGOs

  6. Strategy Road Map PHILIPS VISION AND STRATEGY HEALTH AND WELL-BEING SPACE UNDERSTAND TARGET AUDIENCES GLOBAL BRAND CAMPAIGN / STAKEHOLDER ACTIVITIES TWEAK STRATEGY GO LIVE

  7. Strategy and Research Road Map PHILIPS VISION AND STRATEGY HEALTH AND WELL-BEING SPACE UNDERSTAND TARGET AUDIENCES TWEAKING STRATEGY POST TESTING OF CAMPAIGN ELEMENTS BRAND CAMPAIGN: PRE TESTING OF CAMPAIGN ELEMENTS BRAND CAMPAIGN: COMMUNICATIONSTRACKING

  8. How Do We Reach These Influencers and Bring Them Together?

  9. Leveraging an Online Research Platform With Key Influencers • Access influencers and key constituents who are challenging to pull together • Provide rapid feedback to the Philips team • Maintain ongoing discussion with audiences • Logistical benefits without sacrificing quality

  10. Online Bulletin Boards

  11. Participants, Moderators and Observers Can Be Located Across Many Time Zones

  12. Advantages

  13. The Virtual Boardroom

  14. Concept Evaluation:Philips Livable Cities Award

  15. Audio and Visual Stimuli:Philips Livable Cities Webcast

  16. Projective Techniques:Year-End Perceptions of Philips “Because it is a sunburst, equates with light. Enlightening others, bringing clarity and solutions to the world.” – Senior Business Leader, US “I'd have to say a Lexus sedan...they are very high quality, technologically savvy, and top of mind recognizable, yet affordable.” – Healthcare Professional, US

  17. Performance Tracking:Creating Brand Advocates Size indicates degree of positive association Wave 1: March 2010 Wave 3: July2010 Wave 6: December 2010

  18. “Core” Respondents Throughout Year Senior Business Leaders Healthcare Professionals Lighting Professionals

  19. Maintaining Respondent Engagement Targeted Discussions Continuous Feedback Appropriate Incentives “Thank you for inviting me to participate.” – Senior Influencer

  20. Taking Action

  21. Internal OBB Stakeholder Eco-System Brand Campaign Team The Philips Center for Health and Well-being Brand Strategy Team Global MI/ Partner Agency External Communications Team Chief Marketing Officer Public Affairs Team

  22. Plus It’s Raising the Status of Market Research Within Philips

  23. Looking Ahead to Future Research with Online Bulletin Boards

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