Pioneering Online Community Panels in Brazil by Rodrigo Toni of flyfrog - Presented at Insight Innovation eXchange LATAM 2013

Online Customized Communities

The Brazilian caseBy Rodrigo Toni, flyfrog´s

founderIIeX, March 2013

index

Space for Customized Communities in BrazilWhy it is an advantageous way to get consumer

feedback; How to mitigate prejudices.

Practical hurdles to recruit and manage a community in BrazilLocal solutions.

Community from client´s point of viewHow they have convinced the organization to

embrace;Benefits;How we have been using the communities.

Space for Customized Communities in Brazil Several Qual communities

Very few Quant/Qual communities

Several companies are interested

Hurdles Will we generate the demand/enough work?Will it be biased? Identified or unidentified?How to justify significant investment in an

unknown mode?

Space for Customized Communities in BrazilWhy it is an advantageous way to get consumer

feedback; How to mitigate prejudices.

Practical hurdles to recruit and manage a community in BrazilLocal solutions.

Community from client´s point of viewHow they have convinced the organization to

embrace;Benefits;How we have been using the communities.

Why it is an advantageous way to get consumer feedback Cost

Capacity - 36 studies per year

• Substituting 6/10 off-panel studies – pays full investment

• Next 30/26 studies virtually for free

Service internal clients with low or no budget

Qual and Quant

Why it is an advantageous way to get consumer feedback (cont.)

Involvement

Response rate

Quality of feedback

Why it is an advantageous way to get consumer feedback (cont.)

Speed

72-hour turnaround

Nice to know surveys

Quick access to low incidence targets

Space for Customized Communities in BrazilWhy it is an advantageous way to get consumer

feedback; How to mitigate prejudices.

Practical hurdles to recruit and manage a community in BrazilLocal solutions.

Community from client´s point of viewHow they have convinced the organization to

embrace;Benefits;How we have been using the communities.

How to mitigate prejudices

“It is online, thus we don´t reach the whole population”

C class is onlineA and B class are no longer reachable on face-

to-face

Plus, quality of questionnaires

How to mitigate prejudices (cont.)

“Will it be biased? - Frequent participation”

Feedback is very reliable they do care about the brand/community

If it is bad, they will say, as they want it to improve

How to mitigate prejudices (cont.)

“Will it be biased? – Identified or not?”

80% are identified They want the brand to improve

• Either because they are fans• Or because they might want to consume it if it

improves

It is not completely comparable to traditional surveys

Space for Customized Communities in BrazilWhy it is an advantageous way to get consumer

feedback; How to mitigate prejudices.

Practical hurdles to recruit and manage a community in BrazilLocal solutions.

Community from client´s point of viewHow they have convinced the organization to

embrace;Benefits;How we have been using the communities.

Practical hurdles to recruit and manage a community in Brazil

Lack of awareness

Regulation

Space for Customized Communities in BrazilWhy it is an advantageous way to get consumer

feedback; How to mitigate prejudices.

Practical hurdles to recruit and manage a community in BrazilLocal solutions.

Community from client´s point of viewHow they have convinced the organization to

embrace;Benefits;How we have been using the communities.

Community from client´s point of view

Budget cuts

Make the most out of the budget

Specific target

Simple studies

Space for Customized Communities in BrazilWhy it is an advantageous way to get consumer

feedback; How to mitigate prejudices.

Practical hurdles to recruit and manage a community in BrazilLocal solutions.

Community from client´s point of view How they have convinced the organization to

embrace;Benefits;How we have been using the communities.

How they have convinced the organization to embrace

How to justify significant investment in an unknown mode?

Arguments

• Value for money

• Speed

• Substitution of off-panel surveys

• Nice to have studies

• Low-budget categories

• Hard-to-reach targets

Pilot period

How they have convinced the organization to embrace (cont.)

Will we generate enough demand?

Yes!

Schedule planning

How they have convinced the organization to embrace (cont.)

How to manage incentives?

Extrinsic• Lucky draws

Intrinsic• Existing material• Survey results

Space for Customized Communities in BrazilWhy it is an advantageous way to get consumer

feedback; How to mitigate prejudices.

Practical hurdles to recruit and manage a communityin BrazilLocal solutions.

Community from client´s point of view How they have convinced the organization to

embrace;Benefits;How we have been using the communities.

Benefits

Immediate two-way communication with consumers

Longitudinal learning

Besides cost, speed, flexibility, etc.

Space for Customized Communities in BrazilWhy it is an advantageous way to get consumer

feedback; How to mitigate prejudices.

Practical hurdles to recruit and manage a community in BrazilLocal solutions.

Community from client´s point of view How they have convinced the organization to

embrace;Benefits;How we have been using the communities.

How we have been using the communities

A survey every 1-2 weeks

• Name testing

• Concept testing

• Product testing

• Habits

• Idea screening

• Line Optimization

• Shopping behavior

• Ad testing

Thank you!

rodrigotoni@flyfrog.com.br

www.flyfrog.com.br

All images are street art from São Paulo