Always-on Research
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InSites builds over 100 private online research communities a year for global clients like Heinz, Unilever, Danone, Philips, Vodafone, Heineken, Red Bull and many more.
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Always-on Research
- 1. Always-on research? Yes, we can! Tom De Ruyck, Senior R&D Manager, InSites Consulting @tomderuyck
- 2. It is time to re-invent marketing (research). Because power has shifted to the consumer.
- 3. Power has shifted to the consumer. Get used to it and understand how to lead instead of how to control.
- 4. We are different from our target audience! CONSUMER TWIN SCORE Q : When you compare yourself to the consumers in your target group, to what extent do you see an overlap or a difference between both?
- 5. One way to get connected is to get marketers in the living room of the consumer.
- 6. An alternative way is to get consumers in the ‘boardroom’ of your organisation.
- 7. FMCG I Unilever FMCG I Kraft FMCG I Danone FMCG I Heinz Media I MSN Media I VMMa Financial services I ING Telco & technology I Vodafone Communities at the core of new generation research. Always-on research with consumers acting as part-time marketers.
- 8. Is this really possible? Always-on research when +20 min surveys are not done!
- 9. Key learnings. What makes research communities work?
- 10. WHO? WHAT? HOW? 24/7 3 key questions to tackle.
- 11. You Brand WHO? What is connecting community members? Importance of brand and/or topic involvement.
- 12. 150 WHO? Dunbar’s number: 150 members is the maximum number enabling social interactions on a community.
- 13. Never underestimate the power of n=1 WHO? Creating in-depth relationships with few rather than superficial relationships with many.
- 14. WHAT? Make sure to make it an experience. Theme park for long-term communities, fair time for short-term communities.
- 15. The story Equilibrium The methods The results WHAT? Creating an experience is hard work. Creating the right mix.
- 16. HOW? Commitment from community members. Meet & greet, taking them on a guided tour, giving back.
- 17. HOW? Empower them. Let them have their say. Enable them to share enriched content & social content.
- 21. HOW? Entertain them. Try to make it more fun for them: projective/creative techniques, video, ...
- 22. HOW? Let them play. Gamify your research and be amazed by the boost in reactions!
- 23. We love to play Gamification lesson #1
- 24. Levels? Badges? Status? Seriously? Do they matter?
- 25. Yes, Seriously! To these guys, they matter .
- 26. Goal-setting device Where to go Instructions What is possible Reputation Who you are Status & Affirmation What you did Group identification Who is like you
- 27. Everything can be gamefied Gamification lesson #2
- 28. Badges are earned
- 29. Badges are status “ When I got my expert badge I bragged to my kids and said 'there see I told you I was an expert' lol its not often we get called such things so why shouldn't we be pleased with ourselves”
- 30. Leaders on stage
- 31. Teams battle
- 32. Teams = common goal “ We are lagging behind! I am sure with a gobby lass like me we can head back to the top!!! “ Wow first place thats great and I would say a very big thank you to The Duchess and Hettie who have placed some great posts.
- 33. We like to be challenged Gamification lesson #3
- 34. Unleash their creativity
- 36. They become co-researchers
- 37. HOW? Commitment from the moderator. Instead of the X-factor, we talk about the C-factor.
- 38. HOW? Commitment from the company. Buy-in, engagement, input.
- 39. HOW? Go beyond the 30 min debrief. Don’t present engage, inspire & let them act!
- 42. We believe ... in connected research Everything we do is aimed at enhancing intimacy between you, your market and us. Yes we will ! Yes we can!
- 43. What will yóu do differently? @tomderuyck
Notas del editor
- This section wants to provide background for the rest of the story. We need to change marketing thinking as a result of the fact that the consumer has gained more power versus the marketer.
- Power has shifted, so ... While we all know that the consumer is ultimately in the driver’s seat, the context has dramatically changed, giving significant more power to consumers than before. This is a wake-up call for marketing. Instead of trying to control everything, marketers need to embrace consumer power and lead consumers, provide them context and opportunities to be involved in building brands and creating new products and services. Why has power shifted? New mass media are available to every consumer (your number of followers on Twitter, your post on heavily visited consumer blogs, ...) Turning word-of-mouth into world-of-mouth: the effects of word-of-mouth are way more far-reaching than ever before (via social media) Consumers trust each other most: most studies support the fact that people are especially influenced by other people and less by media, advertising, PR, ... Making it their brand, not yours: marketers need to let go and understand that they do not control their brand, it is in the hands and minds of consumers So involve them in what you are doing: +50% of consumers want to co-create with marketers, they also expect it from brands And learn how to let go: leverage on the power that consumers have today and use them as part-time marketers, supporting your activation efforts as a marketer
- One dimension of being connected is the connection between marketers and consumers. The Meet the Joneses results reveal that while most marketers think they are pretty connected to consumers, they perform relatively bad on the test. All results of the Meet the Joneses test can be downloaded here: include link to Slideshare presentation on Meet the Joneses . This slide deals with everything we do within the business unit “Exploration and insight generation”, with a strong focus on observational research (ethnography, social media netnography, ...). Next to that, we have a very good understanding of how generation Y thinks and acts via all knowledge we have available on them and included in Joeri’s book. Also the TalktoChange research community allows us to be connected to consumers in more than 35 countries across the globe.
- This section wants to provide background for the rest of the story. We need to change marketing thinking as a result of the fact that the consumer has gained more power versus the marketer.
- Wat hebben we geleerd: terug te brengen op drie niveaus: Wie Wat en op welke manier Wie moet er in zo’n community over de 150 - gaat over brand identification Wat is theme park (stimulus / input / oefeningen / Hoe moeten we dit faciliteren : zorg voro eht verhaal, newsletters, het platform, de moderator
- Consumers identifying with your brand are the ones talking positively about it, ultimately having an impact on brand equity. Results from our brand leverage study conducted in 15 countries in cooperation with Houston University can be accessed here: include results .
- Dunbar's number ( Het getal van Dunbar ) is de vermeende cognitieve grens aan het aantal individuen waarmee een persoon een stabiele sociale relatie kan onderhouden. Dit axioma werd in 1993 gepostuleerd door de Engelse antropoloog Robin Dunbar . Dunbar kwam aan een gemiddeld maximum aantal van ongeveer 148 (meestal wordt aangehouden 150) personen met wie een mens een bepaalde relatie kan onderhouden, onder de voorwaarde dat alle "deelnemers" hun best wilden doen om tot die kring te behoren.
- We hebben er veel meer aan om relevante content: kwaliteit boven kwantiteit, diepgang vs. oppervlakkigheid
- A peer Trust Inspirational Collaborative Behind the scenes Connecting
- A peer Trust Inspirational Collaborative Behind the scenes Connecting
- Doesn’t everyone have an uncle that is awesome at stratego? Jeu de boules? A grandfather? Yesyoudo! 3500 BC: SENET, in egypte; oudste boardgame ter wereld. Waarom spelen mensen al zo lang spelletjes?
- It’s SHARED SYMBOLISM
- Fast processing – focus on learning moves, tricks for survival So this might be the stereotype we have from a gamer…
- Fast processing – focus on learning moves, tricks for survival So this might be the stereotype we have from a gamer…
- And for sure as with every revolution there will be opponents and drivers of these trends. I leave it up to you which side to chose, but if I would run the MR industry I would focus on the new seedlings that are growing … Creative destruction hurts and means the end for some but a new start for others. The important thing is to actually make it happen not just talk about it … Analyzing all presentations of the latest WARC Online Research conference via text analytics we still notice a lot of traditional topics are still on the agenda! Clearly, many are talking about it, but who is putting the deed to the word?