community build up – planet coke community
TRANSCRIPT
Community Build UP – Planet Coke Community
Study Type Geography Panel Size Target Group
Community build-up &
ManagementIndia 55,000 Respondents
(Age: 16-19)
What was the research problem?
• Our client – a leading research company, wanted to create an online community of young and creative teens, who are willing to act as ‘consultants’ by sharing their perspectives and opinions.
• The feedback gathered from this community would be shared with the decision-makers of a major beverage company.
What were the challenges?
• The challenge was to obtain consent from the teens’ parents or legal guardians to allow them to become a part of the community.• Getting respondents from different ethnicities to provide good representation was another challenge.
• Other challenges were:• Managing equal split on age groups of 6-17 & 18-19 years & on gender.
• Mitigation of drop out issue from recruitment phase until the community login phase.
What was the research problem?
• Recruitment campaigns were held among parents of teens in the required age group. The objective behind the campaigns was to get the consent form signed. • Survey was administered to teens whose parents/guardians signed the consent form.
• Majority of the recruitment was done through Social platforms & through the Mobile.
• Gamified incentive program was introduced to increase engagement & to reduce the drop-out rate.
Outcome
• The community was successfully built and we achieved the required sample representation across all research studies.
• The client was able to develop two high value advertisement campaigns, purely based on the recommendations from this research panel.
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