research communities an agency proposition or brand asset

www.dubstudios.com@dub_research

Research Communities; An Agency Proposition or Brand Asset Stephen Cribbett CEO, Dub

Key take-outs

•An understanding of the similarities and differences in online research community typologies

•An overview of how online research communities are currently being deployed

•An understanding of the skills and resources required to run and manage online research communities

•Threats to traditional market research agencies

•Opportunities for MR agencies and practitioners to think differently

•A view on the future of ʻsocial businessʼ

confusion new paradigm

semanticsmarket variation

blurring

education

social media

Online qual is estimated to account for 4% of global MR revenues

Include Research Communities in this and the figure is closer to 14%

Forrester

Definitions

Private PublicCustom-built Open-source

Managed Un-managedBranded Unbranded

Panel CommunityRespondents Participants

Public

Private

Research Community typologies

Bulletin Board Focus Groups2-30 participantsPrivate / Unbranded

Public

Private

Innovation JamPublic/PrivateBrandedc. 100,000 participants

Public

Private

Public

Private

Research CommunityPrivate & Branded300-500 participants

Public

Private

Brand Community> 000,000s participantsPublicBranded

Public

Private

Community Panels

Brand Community> 000,000s participantsPublicBranded

Public

Private

Public

Private

...when companies trade in anonymity, they gain better engagement , more textured insights and increased value overall....branded communities outperform unbranded ones.

21st Century Market Research; Leaving Our Comfort Zoneby Communispace

Project B

Project C

Disjointed ad-hoc online research model

Project A

Ad-hoc Research Community

Agency

Moderators

Recruiters

Clientsʼ connected online research

Project B

Project C

Project A

Research Community

Bulletin Board Focus Groups

Clientsʼ connected online research

Listening & Talking to brand communities

Research Community (proprietary)

Research Community(ad-hoc, agency managed)

Proprietary Research Community

Bulletin Board Focus Groups

Skills and Resources

Software Members Hosts Tasks

What you need to build an online research community?

Patience

Knowledge

Empathy

Listening ConversationRelationship building

Conflict / crisis mngt

User-behaviours

FocusDiscipline

The role of a Community Manager is to...

•Maintain health and vitality of the community

•Acknowledge and reward•Know the subjects and topics being discussed

•Respond to questions and administer general support

•Uncover insights•Listening and learning•Disseminating insight•Engaging stakeholders•Transforming business

Engagement is critical for quality - when people are engaged, they try harder, they do and share more and go to great lengths for companies when they know who they are talking to.

21st Century Market Research; Leaving Our Comfort Zoneby Communispace

Problems & Challenges

• Research Communities need investment in time, skills, resource, brand knowledge

• Research agencies only extracting what is relevant to the commissioned work

• Know your valued customers by name, not numbers

• Clientʼs budgets are being squeezed

• Better fit with overall strategic objectives required

• Ad-hoc agency-led research communities proving costly and inefficient

• Researchers arenʼt always good at building relationships, listening, talking and relationship building, and it takes time

•Engaging business stakeholders

•Driven by marketing departments

The DIY client

We see a direct rather than outsourced relationship with our consumers as being far more beneficial for both parties.

The key benefit for us will be to have a continuous dialogue with our target audience. Our community will enable us to ask consumers a wider range of questions which we perhaps wouldn't be able to before because of time and budget restrictions and this will ultimately foster more of a research culture and consumer focus within the business.

When consumers interact with our brand, whether through social media, events or research, they should, wherever possible, be communicating directly with it for the most consistent brand experience.

Our community will help foster a research culture within the business, where ideally every consumer focussed activity, whether product or communication, is presented to consumers first to ensure it fulfils their needs and therefore is more likely to succeed.

4. Scenario

Brand-owner

MR agency

Respondent

Community Manager

Participant

Brand-owner

ParticipantParticipant

Participant

ParticipantParticipant

Participant

Researcher

Research CommunitiesDiscovery

EngagementIdeation / Co-creation

InsightNPD

AdvocacyLoyalty / Sales

Researcher-centred methodsFeedbackValidation

Numbers/Stats

5. The future

The future for market research can be...

The future for market research can be in the boardroom...

Informing business decision and business strategy

•Owning the insight toolkit•Keeping insight alive for longer using new tools•Driving insight to the heart of a clientʼs business•Informing wider-reaching business decisions

Capture Analyse Disseminate Inform Extend

Visceral businessStrategic foundations

Deeper connections

Leaders

Stimulating

Spontaneous growth

Transparency

Collaborative

Focussed

Accountable

Aligned

Participatory

Social media is an experiential medium, itʼs iterative and generative in nature, itʼs designed to be, and it asks for human, hands-on involvement. This means that many brands and businesses have yet to appreciate how large a difference there is between an ʻorganisation that uses social mediaʼ, and a ʻsocial organisationʼ.Anne McCrossan, Visceral Business

Technology, society, and work are all changing at breakneck speeds, but businesses are not keeping pace. When these emerging trends work together, they call for a new kind of business – one that is distributed, collaborative, agile and better positioned to succeed.Dachis Group

Thank you

Stephen Cribbett, CEO@scribbett / @dub_researchwww.dubstudios.com/blog

t. +44 (0) 20 7247 3327m. +44 (0) 797 663867e. stephen@dubstudios.com

Dub, unlocking creative research

London I Los Angeles

research communities an agency proposition or brand asset

social media

market research

research culture

research community

comfort zone

500 participants

community

project

Education

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