How can a brand secure relevance in a changing market place? This case study goes into detail about Face's work with Nokia as part of their Relevance Program. The paper shows how a complex organization can respond to the challenges of rapid exponential change through open and agile approaches like co-creation, crowd-sourcing, social media analysis and online research communities. Francesco D’Orazio (FACE) and Tom Crawford (Nokia) presented "Designing relevance - How open and agile research methodologies can help complex organizations respond to change and stay relevant" at the Esomar Online Research conference in Berlin, October 2010. Francesco also presented this at the Esomar On-Line Research:The Evolution Continues conference in Milan.

1. Designing Relevance
How Open and Agile research methodologies can help
complex organizaDons stay relevant
19th October 2010, ESOMAR Online Research, Berlin
Francesco D’Orazio, Research Director, Head of Social Media, FACE @abc3d
Tom Crawford Head of ConcepCng and PorFolio (CA&I), Nokia

2. We had a challenge on our hands:
to regain thought leadership in North America

3. Envision the future of mobile experiences
and develop soluDons for emerging
behaviours

4. Watch out for the
Failures of ImaginaDon
“We can never learn the
internal constitution of
heavenly bodies. I regard
this order of facts as
forever excluded from
our recognition.”
Auguste Comte, 1853

5. Watch out for the
Failures of Nerve
“Flight by machines
heavier than air is
unpractical and
insignificant, if not
utterly impossible.”
Simon Newcomb, 1903

6. “Gilbert Rhode banishes buPons,
pockets, collars, Ces. The man of
the next century will revolt against
shaving and wear a beauCful
beard, says the designer of boilers,
pianos, clocks, and metal furniture.
His hat will be an an antennae ‐
snatching radio out of the ether.
His socks disposable, his suit minus
Ce collar and buPons.”
Vogue, February 1939

7. “It’s impossible to predict the
future and all aPempts to do so in
any detail will appear ludicrous
within a very few years”

8. The job of the futurist is about
“defining the boundaries within
which possible futures must lie”
Arthur C. Clarke 1962

9. from CreaDon to Emergence: innovaDon as
organic invenDon as opposed to creaDon

10. A Behavioural approach to concepDng
PorOolio
IdenDfy soluDon ConcepDng
development &
opportuniDes support
validaDon (+2 / +3)
X
Dynamic Sorry can’t share this one
development of TargeDng & SoluDon program
consumer posiDoning support
relaDonships

11. Nokia SoluDons
A cross funcConal approach and a new organisaCon in 2009
(MarkeCng, Design, Finance, consumer, business)
Rhys (design) Jason (UX) Marco (design) Michiel (markets)
X
Sorry can’t share this one
Kiki (UX) Anna (design) Anthony (finance) Suzanna (strategy)
Tom (consumer) Mika (markets) Sco^ (partnerships) JusDn (team lead)

12. Open Up: involve consumers early in the process
and allow ideas to come from anywhere

13. Start broad and funnel down:
turning the research process on its head

14. Bo^om Up is Not Enough
The Co‐ in Co‐creaDon:
consumers,
stakeholders, experts,
researchers, planners

15. Allow Group Thinking as
well as Individual Thinking

16. Use storytelling and scenarios to make
the process experienDal and immersive

17. Cross Over: mirror the engagement
dynamics of a post‐digital ecosystem

18. Embed rapid prototyping in the process
to make it playful and generaDve

19. Research Design | Approach
Mobile UX
Themes +
Consumer
Opportunity
Territories
Social Media
Analysis +
Expert
Workshop
July 2009 November
Download

21. Research Design | Approach
Mobile UX Consumers
Themes + needs +
Consumer definiCon of
Opportunity relevance
Territories
Face‐to‐face
Social Media Immersion +
Analysis + Research
Expert Community
Workshop
July 2009 November
Download Explore

23. Research Design | Approach
Mobile UX Consumers Grounding of
Themes + needs + Needs +
Consumer definiCon of Seed Ideas /
Opportunity relevance clustering
Territories
Face‐to‐face Extended
Social Media Immersion + research
Analysis + Research community +
Expert Community Crowdsourcing
Workshop
July 2009 November
Download Explore Create

25. X
Sorry can’t share this one

26. Research Design | Approach
Mobile UX Consumers Grounding of
Themes + needs + Needs + Best Ideas
Consumer definiCon of Seed Ideas / craeed into
Opportunity relevance clustering proposiCons
Territories
Face‐to‐face Extended Co‐creaCon
Social Media Immersion + research Workshop +
Analysis + Research community + Stakeholders
Expert Community Crowdsourcing
Workshop
Workshop
July 2009 November
Download Explore Create Craft

28. Research Design | Approach
Mobile UX Consumers Grounding of
Themes + needs + Needs + Best Ideas
Consumer Assess
definiCon of Seed Ideas / craeed into appeal and
Opportunity relevance clustering proposiCons targets +
Territories
business
Face‐to‐face Extended Co‐creaCon case
Social Media Immersion + research Workshop +
Analysis + Research community + Stakeholders Discussion
Expert Community Crowdsourcing
Workshop Groups
Workshop
July 2009 November
Download Explore Create Craft Validate

29. Personal Social Wisdom
X
information arranged around me
(personal), harvested from the crowd
(social), in real-time, when I need it,
Sorry can’t share this one
where I need it & how I need it (wisdom)

30. Apple Focus on the 1
X
Sorry can’t share this one

31. Facebook and other social
media giants focus on the 150+
X
Sorry can’t share this one

32. We can help people finding meaning
and value in the torrent of social media
X
Sorry can’t share this one

33. We focus on the most important people
in your life as a lens to see the world
X
Sorry can’t share this one

34. Thanks!
Francesco D’Orazio, Research Director, Head of Social Media, FACE @abc3d
Tom Crawford Head of ConcepCng and PorFolio (CA&I), Nokia