always-on research at febelmar workshop

Always-on research:

Managing online communities Training

Thomas Troch, Research Innovation Manager E thomas@insites-consulting.com

Tom De Ruyck, Head of Consumer Consulting Boards E tom@insites-consulting.com

By

Contents

INTRODUCTION

THE CONSUMER CONSULTING BOARD

HOW TO GET STARTED?

DESIGN YOUR COMMUNITY

LEVERAGE YOUR COMMUNITY

Q&A

Lunch

10:00

10:30

11:30

13:30

12:30

15:30

16:30

WIKI WALL MROCs

Contents

INTRODUCTION

THE CONSUMER CONSULTING BOARD

HOW TO GET STARTED?

DESIGN YOUR COMMUNITY

LEVERAGE YOUR COMMUNITY

Q&A

Lunch

10:00

10:30

11:30

13:30

12:30

15:30

16:30

Contents

INTRODUCTION

THE CONSUMER CONSULTING BOARD

HOW TO GET STARTED?

DESIGN YOUR COMMUNITY

LEVERAGE YOUR COMMUNITY

Q&A

Lunch

10:00

10:30

11:30

13:30

12:30

15:30

16:30

#1: Collaboration and co-creation

are trends; in 3 years, these will

blow over.

Statement:

Structural collaboration & business objectives How to use MROCs to meet business objectives?

1

Usage of structural collaboration with consumers In which phases would you use collaboration with consumers to meet business objectives?

1

? ?

? ?

Usage of structural collaboration with consumers In which phases would you use collaboration with consumers to meet business objectives?

1

#2: Collaboration is more

important for the company than

for the consumer

Statement:

Outline

Research objective & approach

Meet the UK mums

Moments & Needs:

A week in the life of a UK mum

Opportunities

MROCs Challenges & Opportunities What are the challenges and opportunities to sell this internally and externally

Opportunities (Drivers, advantages.)

Company (impact on the company)

Consumer (impact on consumers)

Challenges (fears, barriers, disadvantages.)

2

? ?

? ?

Outline

Research objective & approach

Meet the UK mums

Moments & Needs:

A week in the life of a UK mum

Opportunities

Structural collaboration with consumers What are the challenges and opportunities to collaborate & co-create with consumers?

Opportunities (Drivers, advantages.)

Company (impact on the company)

Consumer (impact on consumers)

Challenges (fears, barriers, disadvantages.)

2

Kill own ideas

Are we open-minded?

Loads of unstructured info

Unsure results

Resistance for new initiatives

Heavy workload

Good ideas, not executed

No ‘salary’ for ideas

Other ways to get famous

with my ideas

Positive WOM

Brand positive efforts

Cost-efficient

Consumer relevant ideas

Helping others

Recognition from the company

Skill development

Information seeking

Fun

Personal need

Unsolicited feedback

Outline

Research objective & approach

Meet the UK mums

Moments & Needs:

A week in the life of a UK mum

Opportunities

Structural collaboration with consumers What are the challenges and opportunities to collaborate & co-create with consumers?

Opportunities (Drivers, advantages.)

Company (impact on the company)

Consumer (impact on consumers)

Challenges (fears, barriers, disadvantages.)

2

Kill own ideas

Are we open-minded?

Loads of unstructured info

Unsure results

Resistance for new initiatives

Heavy workload

Good ideas, not executed

No ‘salary’ for ideas

Other ways to get famous with my ideas

Gather ideas from all stakeholders & position it well

Start with a pilot that is adapted to the culture

Visualize the data in KIS & FUN way

Reporting models formulated in advance

Share results & ROI examples of MROCs

Balance tasks & exercises

Manage expectations from the start

Giving recognition& status (e.g. PR mentions)

Making things better together is more important

than individual prestige

Insighting

Developing

Optimizing

Implementing

Business

Objectives

Contents

INTRODUCTION

THE CONSUMER CONSULTING BOARD

HOW TO GET STARTED?

DESIGN YOUR COMMUNITY

LEVERAGE YOUR COMMUNITY

Q&A

Lunch

10:00

10:30

11:30

13:30

12:30

15:30

16:30

Contents

INTRODUCTION

THE CONSUMER CONSULTING BOARD

HOW TO GET STARTED?

DESIGN YOUR COMMUNITY

LEVERAGE YOUR COMMUNITY

Q&A

Lunch

10:00

10:30

11:30

13:30

12:30

15:30

16:30

Inspired by trendy clubgoers

A matching way of reporting

... for maximal impact

Queuing in front of the club is

always so boring! It should be

possible to already have a first

glimpse of the vibes, it will make it

worth waiting and build up my

excitement.

The origami element at the entrance links the outside to

the inside of the club and hints at the interior design.

It is so frustrating not to be

noticed by the bartender! I’m

clearly trying to get his attention,

however others are being served

before me.

The bar is interactive and allows you to order a beer,

it even keeps track of who is next in line.

I’m at the bar for different

reasons; sometimes just to quickly

get a drink, but I may also be

catching up with my friends or

having a chat with an interesting

stranger.

The interactive bar surface entertains and connects

people in playful ways.

#3: The role of the research

community manager: DJ, bartender or

bouncer

Statement:

Design the community How will your community be setup?

3

1/ Who

3/ Questions &

tasks

2/ What

3/ What are your questions & tasks for the

consumers?

• ..

• ..

2/ What’s the main goal of your community?

• ..

• ..

1/ Who will you select (profile, number)?

• ..

• ..

1/ Who

3/ Questions &

tasks

2/ What

Design the community How will your community be setup?

3

CASE

HEINEKEN

3/ For example:

• Trend watching: What’s the biggest difference

between clubbing in 2012 and in 2020?

• Club journey: Create a visual presentation

of an evening clubbing, from start to end. Be a

mystery clubber: Make photo’s of your

clubbing adventure and take pictures of cool

stuff and things you find boring.

• Nightlife experience: Imagine your perfect

night-out….how will it look like? Who is there?

Where are you? What are you doing?

2/ Explore the needs, perceptions, experiences and

motivations related to clubbing in trendy cities. The

output will form the inspiration to the designers of the

club of the future.

1/ Passionate clubbers, living in trendy cities, design-

savvy, like to voice their opinions,

80 in total

What the

ingredients are…

Engagement

Themes

Gamification

Context

Methods

CCB Day Conversation

Guide Writing

Funnel approach for themes

Explore, review, co-create

What the

ingredients are…

Engagement

Themes

Gamification

Context

Methods

CCB Day Conversation

Guide Writing

Sharing tips & tricks

To boost learning

Show the impact on brand

Reward with incentives

& give recognition

What the

ingredients are…

Engagement

Themes

Gamification

Context

Methods

CCB Day Conversation

Guide Writing

Co-researchers

What the

ingredients are…

Engagement

Themes

Gamification

Context

Methods

CCB Day Conversation

Guide Writing

What the

ingredients are…

Engagement

Themes

Gamification

Context

Methods

CCB Day Conversation

Guide Writing

Engagement

Impact Incentives Fun

Themes Week 1

Week 2

Week 3

Let’s cook! The framework shows all ingredients of the CCB recipe today. It’s

up to the chef to create a delicious meal....

Rooms

Gamification

Think Harder Think Different

Co-researchers

CCB Day Conversation

Guide Writing

Engagement

Themes

The …………………………..

Consumer Consulting Board

Gamification

Context

Methods

CHOOSING YOUR

Pilot Project

Conversations from external stakeholders

Co

nve

rsa

tio

ns fro

m in

tern

al sta

ke

ho

lders

Proud

company

Conversation

company

Boring

company

Adored

company

Communication is key!

#4: Collaboration is not about the

outcome. The process is more

valuable.

Statement:

Contents

INTRODUCTION

THE CONSUMER CONSULTING BOARD

HOW TO GET STARTED?

DESIGN YOUR COMMUNITY

LEVERAGE YOUR COMMUNITY

Q&A

Lunch

10:00

10:30

11:30

13:30

12:30

15:30

16:30

Internal

Internal

Internal

Internal

External

How to make MROC results impactful: internal & external How can your community results be used internal and external to create most impact?

4

? ?

? ?

How

Wit

hin

th

e

co

mp

an

y

Ou

tsid

e t

he

co

mp

an

y

Who

How to make MROC results impactful: internal & external How can your community results be used internal and external to create most impact?

4

How

Wit

hin

th

e

co

mp

an

y

Ou

tsid

e t

he

co

mp

an

y

Who

Adversaries

Brand fans & users

General & niche/trade press PR

Conversation management

Consumers

Consumer news (online & offline)

Brand Management

Workshops & reports

Playing games about consumers

Board

R&D & Research

All employees

Video’s & info graphics

New & social media

It’s an EVOLUTION,

not a REVOLUTION!

Sharing

IS caring

Contents

INTRODUCTION

THE CONSUMER CONSULTING BOARD

HOW TO GET STARTED?

DESIGN YOUR COMMUNITY

LEVERAGE YOUR COMMUNITY

Q&A

Lunch

10:00

10:30

11:30

13:30

12:30

15:30

16:30

Tom De Ruyck

Head of Consumer Consulting Boards

InSites Consulting

Thomas Troch Research Innovation Manager

InSites Consulting

thomas@insites-consulting.com

@thomastroch

be.linkedin.com/in/thomastroch

+32 494 867 081 +32 497 885 882

tom@insites-consulting.com

@tomderuyck

be.linkedin.com/in/tomderuyck