Our Heineken concept club community wins Best Presentation Award

Last Friday, we won the ‘2012 Best Presentation Award’ with Heineken on the 8th International Conference on Design & Emotion, hosted by the Central Saint Martins College of Arts and Design in London. With keynote speakers like Cecilia Weckström (Head of Consumer Experiences at Lego Group) and Dr. Michael Apter, this conference connects industry and academics on the emotional impact of our products and services on their users. With a focus on design for experience – stimulating engaging and memorable events – the secret to arousing emotions is in understanding the motivations of consumers. As emotions are a very personal state, they are both influenced by interaction with products or services and the objectives of the indivual.
 
This is exactly how the design team of the Heineken concept club approached their challenge of raising the bar on how enjoyable, social and memorable a nightlife experience can be. By gaining insight into the motivations of clubbers in an online research community, the designers took these emotions and frustrations as a starting point in the creation process. You can discover how the elements of the concept club, which was launched at the Design Week in Milan, are linked to these motivations in the ‘award-winning’ presentation:

IFF (International Flavors and Fragrances) has developed a custom scent for this event, which was presented as a gift to the award winners. We’d like to thank the Design & Emotion Award Committee for the recognition and would like to congratulate the other winners: Ben Hagenaars for ‘2012 Best Design Case Award’ and Steven Fokkinga & Pieter Desmet for ‘2012 Best Paper Award’.
Want to find out more about Research Communities or the Heineken Concept Club? Get in touch with me.

You might also be interested in

Four consumer insights trends

When we started a market research agency with a 100% digital focus back in 1997, many thought we were crazy….

How insight departments deal with change, while fundamentally things do not change

With shifting sources of competitive advantage, urbanization leading to new mindsets, behaviors and economies, advanced tech-connected living, the world around…

IIeX Europe 2019: The 6 features of the future market researcher

IIex, the international insight innovation community, set up camp in Amsterdam in February this year to host its annual European…