always-on research
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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
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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.
11InSites Consulting beliefs - © 2010
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YouBrand
WHO? What is connecting community members?Importance of brand and/or topic involvement.
12InSites Consulting beliefs - © 2010
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150150WHO? Dunbar’s number: 150 members is the maximum number enabling social interactions on a community.
13InSites Consulting beliefs - © 2010
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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.
14InSites Consulting beliefs - © 2010
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WHAT? Make sure to make it an experience.Theme park for long-term communities, fair time for short-term communities.
15InSites Consulting beliefs - © 2010
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The storyThe story EquilibriumEquilibrium The methodsThe methodsThe resultsThe results
WHAT? Creating an experience is hard work.Creating the right mix.
16InSites Consulting beliefs - © 2010
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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.
19© In
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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, ...
22InSites Consulting beliefs - © 2010
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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
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They become co-researchers
37InSites Consulting beliefs - © 2010
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HOW? Commitment from the moderator.Instead of the X-factor, we talk about the C-factor.
38InSites Consulting beliefs - © 2010
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HOW? Commitment from the company.Buy-in, engagement, input.
39InSites Consulting beliefs - © 2010
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HOW? Go beyond the 30 min debrief.Don’t present engage, inspire & let them act!
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
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