research communities an agency proposition or brand asset
DESCRIPTION
Research Communities- An Agency Proposition or Brand AssetBy Stephen CribbettPresented at Merlien Institute's International conference on Qualitative Consumer Research & Insights 2011TRANSCRIPT
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Research Communities; An Agency Proposition or Brand Asset Stephen Cribbett CEO, Dub
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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
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confusion new paradigm
semanticsmarket variation
blurring
education
social media
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Online qual is estimated to account for 4% of global MR revenues
Include Research Communities in this and the figure is closer to 14%
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Forrester
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1.
Definitions
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Private PublicCustom-built Open-source
Managed Un-managedBranded Unbranded
Panel CommunityRespondents Participants
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Time
Public
Private
Research Community typologies
Bulletin Board Focus Groups2-30 participantsPrivate / Unbranded
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Time
Public
Private
Research Community typologies
Innovation JamPublic/PrivateBrandedc. 100,000 participants
Bulletin Board Focus Groups2-30 participantsPrivate / Unbranded
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Time
Public
Private
Research Community typologies
Innovation JamPublic/PrivateBrandedc. 100,000 participants
Bulletin Board Focus Groups2-30 participantsPrivate / Unbranded
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Time
Public
Private
Research Community typologies
Research CommunityPrivate & Branded300-500 participants
Bulletin Board Focus Groups2-30 participantsPrivate / Unbranded
Innovation JamPublic/PrivateBrandedc. 100,000 participants
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Time
Public
Private
Research Community typologies
Brand Community> 000,000s participantsPublicBranded
Research CommunityPrivate & Branded300-500 participants
Innovation JamPublic/PrivateBrandedc. 100,000 participants
Bulletin Board Focus Groups2-30 participantsPrivate / Unbranded
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Time
Public
Private
Research Community typologies
Community Panels
Research CommunityPrivate & Branded300-500 participants
Innovation JamPublic/PrivateBrandedc. 100,000 participants
Bulletin Board Focus Groups2-30 participantsPrivate / Unbranded
Brand Community> 000,000s participantsPublicBranded
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Time
Public
Private
Research Community typologies
Research CommunityPrivate & Branded300-500 participants
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Time
Public
Private
Research Community typologies
...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
Research CommunityPrivate & Branded300-500 participants
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Project B
Project C
Disjointed ad-hoc online research model
Project A
Ad-hoc Research Community
Agency
Moderators
Recruiters
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Ad-hoc Research Community
Clientsʼ connected online research
Project B
Project C
Project A
Research Community
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Research Community
Ad-hoc Research Community
Bulletin Board Focus Groups
Clientsʼ connected online research
Listening & Talking to brand communities
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Research Community (proprietary)
Research Community(ad-hoc, agency managed)
Proprietary Research Community
Bulletin Board Focus Groups
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2.
Skills and Resources
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Software Members Hosts Tasks
What you need to build an online research community?
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Patience
Time
Knowledge
Empathy
Listening ConversationRelationship building
Conflict / crisis mngt
User-behaviours
FocusDiscipline
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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
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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
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3.
Problems & Challenges
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• 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
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•Engaging business stakeholders
•Driven by marketing departments
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The DIY client
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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.
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4. Scenario
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Brand-owner
MR agency
Respondent
Community Manager
Participant
Brand-owner
ParticipantParticipant
Participant
ParticipantParticipant
Participant
Participant
Participant
Participant
Researcher
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Research CommunitiesDiscovery
EngagementIdeation / Co-creation
InsightNPD
AdvocacyLoyalty / Sales
Researcher-centred methodsFeedbackValidation
Numbers/Stats
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5. The future
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The future for market research can be...
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The future for market research can be in the boardroom...
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Informing business decision and business strategy
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HOW
•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
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Visceral businessStrategic foundations
Deeper connections
Leaders
Stimulating
Spontaneous growth
Transparency
Collaborative
Focussed
Accountable
Open
Aligned
Participatory
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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
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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
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Thank you
Stephen Cribbett, CEO@scribbett / @dub_researchwww.dubstudios.com/blog
t. +44 (0) 20 7247 3327m. +44 (0) 797 663867e. [email protected]
Dub, unlocking creative research
London I Los Angeles