esomar online research oct282009

Dan CoatesGLOBALPARKOctober 28th, 2009

Customer Advisory Panels and Advocacy Networks

Mainstream: Customers as Advisors

2©2009 Globalpark AG

“Nearly half of marketing leadersplan to tap consumer communitiesto help guide new product development and design.”

Forrester Research, April 2009

An integrated platform that encompasses

Recruitment

Communications

Quantitative & Qualitative data collection

Incentive management

Plus

Online ethnography

Collaborative, real-time, product innovation

3©2009 Globalpark AG

Advisory CommunitiesWhat are they?

Rapid turnaround

Low cost

Longitudinal insights

Consumer empowerment

Reliable results

Advisory Communities The Benefits

4©2009 Globalpark AG

More panels die of neglect than overuse

Companies that enable feedback across multiple departments see exponential increases in value

Don’t go it alone

5©2009 Globalpark AG

Advisory Communities It takes a researcher…

Turn your best customers into your best marketers

Empower advocates across existing social media and networking sites

Advocacy Networks

6©2009 Globalpark AG

Advocacy Networks

7©2009 Globalpark AG

500,000 Consumers

100,000 Opinion Leaders

80,000 Satisfied Opinion Leaders

~1.5 MILLION Positive “conversations” pre-launch

Segmentation

Product SamplingSatisfaction Survey

Recommendations(average 18 each)

Brand A Brand B Brand C

Typical Results

A cost-effective way to gain insights that drive product innovation and extend loyalty, revenue and reach

8©2009 Globalpark AG

Costs Loyalty Revenue Reach

©2009 Globalpark AG

Goals

Test new product concepts among key targets

Household composition

Where they shop

What they buy

Invite panelists within the Minneapolis market area for sensory testing at their test kitchens

General Mills:Consumers Matter

9

©2009 Globalpark AG

Solution

General Mills deployed a number of advisory communities to conduct qualitative & quantitative research

Respondents recruited via multiple methods

Segmentation and profiling enables targeting according to household composition, the types of products bought and where they shop

General Mills:Consumers Matter

10

©2009 Globalpark AG

Results

At-the-ready respondents scale research efforts while keeping costs down

Project volumes have increased to 1,500+ per year

Per project costs have been reduced to <$2,500

General Mills:Consumers Matter

11

Goals

Amplify the voice of the customer across the entire business

Create market-driven products/offers

Be able to quickly impact sales

Esprit: Customers matter

Esprit At-A-Glance

• Founded in 1968

•5 continents, 40+ countries

• 640 freestanding stores

• 12,000+ wholesale customers

• 20,000+ products designed each year

• 12 product lines

Solution

1.5 million members

Recruitment with valued customer club, newsletters and raffles

Systematic product testing

Coupon incentive management

Esprit: Customers matter

Results

Increased revenue attributed to market-driven products, campaigns

More efficient tracking and management of customer communications

On-demand lever to spike sales

Engaged customers

Esprit: Customers matter

Engaged Customers

Increased Revenues

DecreasedCosts

Daniel Coates

President

Daniel.Coates@globalpark.com

www.globalpark.com

Reliable

Questions?

15©2009 Globalpark AG

If you build it, who will come?

16©2009 Globalpark AG