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Always-on Research

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.

TomDeRuyck
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Always-on Research

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  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! 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? CONSUMER TWIN SCORE

  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 Media I VMMa FMCG I Heinz Media I MSN Telco & technology I Vodafone Financial services I ING 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. i•den•ti•fi•ca•tion [ahy-den-tuh-fi-key-shuhn,] noun The convergence of brand's values with that of the person, and the degree to which the brand is regarded as having personal relevance. Typically represented by concentric circles moving closer. 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. Being able to mix The story Equilibrium The results The methods 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.

  18. HOW? Entertain them. Try to make it more fun for them: projective/creative techniques, video, ...

  19. HOW? Let them play. Gamify your research and be amazed by the boost in reactions!

  20. Gamification lesson #1 We love to play

  21. Levels? Badges? Status? Seriously? Do they matter?

  22. Yes, Seriously! To these guys, they matter.

  23. 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

  24. Gamification lesson #2 Everything can be gamefied

  25. Badges are earned

  26. 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”

  27. Leaders on stage

  28. Teams battle

  29. 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.

  30. We like to be challenged Gamification lesson #3

  31. Unleash their creativity

  32. The journey to the other side DEPRIVATION ACTIVATION • What happens on a psychological and physical level when 25 heavy fruit/smoothies eaters don’t consume their regular amount of fruit/smoothies? • What happens on psychological and physical level with 25 participants who don’t often eat fruit/smoothies, when they start eating more?

  33. They becomeco-researchers

  34. HOW? Commitment from the moderator. Instead of the X-factor, we talk about the C-factor.

  35. HOW? Commitment from the company. Buy-in, engagement, input.

  36. HOW? Go beyond the 30 min debrief. Don’t present engage, inspire & let them act!

  37. We believe ... in connected research Everything we do is aimed at enhancing intimacy between you, your market and us. Yes we can! Yes we will !

  38. What will yóu do differently? Please select your preference: Kill your darlings Save your darlings • Take a risk and blame me x @tomderuyck

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