Solid as an MROC

Solid as

an MROC A case study on how text

analytics helped us to get solid

results out of research

communities

Istvan Hajnal

Steven Deketelaere

Jo Steyaert

Mr. Oskar Cuypers

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THE ODD ONE OUT ROUND

THE RISE AND RISE OF MROC’S

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“36% of consumers prefer to participate in a branded

research community” Social Media around the world 2012 (Insites)

“36% of research buyers or clients have used Online

Communities” Greenbook Research Industry Trends Report. Spring 2012

“64% of Research providers or suppliers plan to use Online

Communities in 2012” Greenbook Research Industry Trends Report. Spring 2012

“MROC’s are becoming a mainstream approach”Greenbook Research

Industry Trends Report. Spring 2012

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WHAT DO CLIENTS WANT?

• But to what extent do we see efforts to make the

“emerging methods” of yesterday, that are considered

mainstream today, cheaper, faster and better?

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“Cheaper, Faster, Better is not a wish, it’s a requirement”. Greenbook Research Industry Trends Report. Spring 2012

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• Scott Miller’s words are also valid for CEO’s in MRX

itself: “New technology and methods are recommended,

but not always evidence based”

EVIDENCE BASED VS GUT FEELING

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James Verrinder quoting Ray Poynter in Research Live: “Society is moving

away from a culture of evidence-based decision making in

favour of gut instinct”

Scott Miller, CEO of Vision Critical: “I’ve watched more and more

decisions being made by CEO’s and CMOs without the

benefit of market intelligence”

“We often have insufficient data on mobile method effectiveness and limitations. It’s easy to hypothesis that surveys delivered at the time of a retail transaction will yield better data than those delivered via email 2 days later. It’s tempting to assume that people who opt-in to mobile panels are just as “representative” as those who sign-up for other panels (I used quotations here since this term in itself is always a lightning rod for debate). It’s intoxicating to think that all mobile devices are a single category (hint: they are not). But until I see more actual data based on rigorous testing of mobile data collection versus other modes, I can only suggest to my clients that they “test” mobile. Has there been any research-on-research about mobile? Yes, but very little.”

Kathryn Korostoff in MRMW-news

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• Focused on researcher side rather than the respondent side • i.e. what can we do to make the work of moderator and analyst

easier

• Taking efficiency into account • cheaper, faster, better

• Evidence based: • Experiment:

• 2 Communities without additional tools

• 2 Communities with the prototyped tools

• Based on a prototype.

• Investment decision based on the outcome of the experiment

EXPERIMENT

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MODERATION TOOLS

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ANALYSIS

TOOLS

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iVOX IS A RESEARCH

FACILITATOR

SPECIALIZED IN

ONLINE RESEARCH

Founded in 2004

Sister company: iVOX TOOLS

Software for building and maintaining Web 2.0 Research solutions such as online focus groups and brainstorms

SaaS for building and maintaining online communities

QUANTITATIVE FINDINGS

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QUANTITATIVE FINDINGS

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QUALITATIVE FINDINGS

• No-shows dashboard seen as great help in day-to-day

moderation work

• Increased feeling of control

• Higher engagement

• More fun!

• Helpful in segmentation, but could still improve

• Text analytics not used to full potential in this prototype

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CONCLUSIONS

• We always need to think about the respondent, but we shouldn’t forget about the other actors

• Maturity in so called emerging methods

• Evidence based!

• Role of text analytics to be explored more

• There are some technological developments such as moderating bots, but automation is not always the solution, simple support will get you far already

• Easy does it

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WANT TO KNOW MORE ABOUT IVOX OR THIS PAPER?

Istvan Hajnal | R&D Director @istvanhajnal | istvan@ivox.be