Download - 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
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Advisory CommunitiesWhat are they?
Rapid turnaround
Low cost
Longitudinal insights
Consumer empowerment
Reliable results
Advisory Communities The Benefits
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More panels die of neglect than overuse
Companies that enable feedback across multiple departments see exponential increases in value
Don’t go it alone
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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
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Advocacy Networks
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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
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Costs Loyalty Revenue Reach
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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
www.globalpark.com
Reliable
Questions?
15©2009 Globalpark AG
If you build it, who will come?
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