always-on research

Always-on research?Yes, we can!

Tom De Ruyck, Senior R&D Manager, InSites Consulting

@tomderuyck

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It is time to re-invent marketing (research).

Because power has shifted to the consumer.

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Power has shifted to the consumer.Get used to it and understand how to lead instead of how to control.

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6%

7%

6%

15%

30%

24%

7%

4%

5%

8%

6%

19%

35%

17%

5%

4%

We are different from our target audience!

CONSUMER TWIN SCORECONSUMER 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?

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One way to get connected is to get marketersin the living room of the consumer.

6InSites Consulting beliefs - © 2010

[client logo][client logo]

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An alternative way is to get consumersin the ‘boardroom’ of your organisation.

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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.

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Is this really possible?Always-on research when +20 min surveys are not done!

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Key learnings.

What makes research communities work?

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WHO?WHO? WHAT?WHAT? HOW?HOW?

24/7

3 key questions to tackle.



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YouBrand

WHO? What is connecting community members?Importance of brand and/or topic involvement.



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150150WHO? Dunbar’s number: 150 members is the maximum number enabling social interactions on a community.



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Never underestimate the power of Never underestimate the power of

n=1n=1

WHO? Creating in-depth relationships with few rather than superficial relationships with many.



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WHAT? Make sure to make it an experience.Theme park for long-term communities, fair time for short-term communities.



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The storyThe story EquilibriumEquilibrium The methodsThe methodsThe resultsThe results

WHAT? Creating an experience is hard work.Creating the right mix.



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HOW? Commitment from community members.Meet & greet, taking them on a guided tour, giving back.

17InSites Consulting’s Research Communities


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HOW? Empower them.Let them have their say. Enable them to share enriched content & social content.

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Connecting with B&J brand lovers

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21InSites Consulting’s Research Communities


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



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

We love to play

Gamification

lesson #1

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

Yes, Seriously!To these guys,

they matter.

Goal-setting deviceWhere to go

InstructionsWhat is possible

ReputationWho you are

Status & AffirmationWhat you did

Group identificationWho is like you

Everything can be gamefied

Gamification

lesson #2

Badges are earned

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”

Leaders on stage

Teams battle

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.

We like to be challenged

Gamification lesson #3

Unleash their creativity

35Taking Connected Research Forward© In

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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?

DEPRIVATION ACTIVATION

The journey to the other side

We believe ...in connected research

Everything we do is aimed at enhancing intimacybetween you, your market and us.

Yes we will !

Yes we can!

What will yóu do differently?

@tomderuyck

always-on research

Education

term communities

consumer

consumers

power

research

shifted

creating

make