5. Communities are no longer about
technology. The future is to the ones
who understand how to inspire
business decisions and cultures.
Kristof De Wulf / InSites Consulting
11. ‘Online Communities’ become more and
more a true ‘Fusion Research’ tool that
allows for ‘triangulation’ on different
levels. Leading to more valid research
results, fresh inspiration and a deeper
understanding of the issue researched.
Frédéric Gennart / Inter IKEA Systems
22. Diffusing research results
should be like getting those small
Magic Boxes from McDonald’s:
blending results, stories and quotes
Carole Lamarque / bpost
Niche to mainstream... 83% GRIT (tripled in 3 years time)Technology > methodology > impact > full integration (= next)
Perpetual BetaWhere are we today? + How could it evolve?4 categories: T / M / I / I
CHAPTER
Facilitator of everything we doEvolve with internet technology: platforms like Facebook set the expectations of partcipants/clients in terms of features and look and feel
Be where they are
The rise of mobile and the situation in emerging marketsMobile-only: do’s & don’ts > impact on methodology
Integratation with existing platforms:Find partcipants where they are; Danone / HeinekenSocial media detectives!
FasterCheaperBetterAlle 3... >> CCB
Small groupInterested & InterestingDeep engagement
Engagement:- Not a secret anymore- Pay to Play for attention
Fusion Research Tool + IKEA example
Different country, different storyOn 4 levels...
From respondent to participantFrom participants to partner
Co-creationMix of different skills (vodafone: futurists and laggards)
Co-researchers on 3 levels + impact ervan...
Democratization of researchPush naar PullOur eyes & ears>> Bootcamp
>> Eerste 3: technology opnieuw als facilator + creativity (think like a creative/marketeer)Technology + creativity + research
Refer to Telenet, Chiquita, Heineken, ...
Structural collaboration (definitie)Sollicited & unsollicited
