Always-on Research

Always-on research?Yes, we can!

Tom De Ruyck, Senior R&D Manager, InSites Consulting

@tomderuyck

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It is time to re-invent marketing (research).

Because power has shifted to the consumer.

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Power has shifted to the consumer.Get used to it and understand how to lead instead of how to control.

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6%

7%

6%

15%

30%

24%

7%

4%

5%

8%

6%

19%

35%

17%

5%

4%

We are different from our target audience!

CONSUMER TWIN SCORECONSUMER TWIN SCORE

Q : When you compare yourself to the consumers in your target group, to what extent do you see an overlap or a difference between both?

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One way to get connected is to get marketersin the living room of the consumer.

6InSites Consulting beliefs - © 2010

[client logo][client logo]

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An alternative way is to get consumersin the ‘boardroom’ of your organisation.

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FMCG I Unilever FMCG I Kraft FMCG I Danone

FMCG I Heinz Media I MSN Media I VMMa

Financial services I ING Telco & technology I Vodafone

Communities at the core of new generation research.Always-on research with consumers acting as part-time marketers.

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Is this really possible?Always-on research when +20 min surveys are not done!

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Key learnings.

What makes research communities work?

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WHO?WHO? WHAT?WHAT? HOW?HOW?

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3 key questions to tackle.



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YouBrand

WHO? What is connecting community members?Importance of brand and/or topic involvement.



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150150WHO? Dunbar’s number: 150 members is the maximum number enabling social interactions on a community.



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Never underestimate the power of Never underestimate the power of

n=1n=1

WHO? Creating in-depth relationships with few rather than superficial relationships with many.



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WHAT? Make sure to make it an experience.Theme park for long-term communities, fair time for short-term communities.



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The storyThe story EquilibriumEquilibrium The methodsThe methodsThe resultsThe results

WHAT? Creating an experience is hard work.Creating the right mix.



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HOW? Commitment from community members.Meet & greet, taking them on a guided tour, giving back.

17InSites Consulting’s Research Communities


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HOW? Empower them.Let them have their say. Enable them to share enriched content & social content.

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Connecting with B&J brand lovers

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21InSites Consulting’s Research Communities


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HOW? Entertain them.Try to make it more fun for them: projective/creative techniques, video, ...



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HOW? Let them play.Gamify your research and be amazed by the boost in reactions!

We love to play

Gamification

lesson #1

Levels? Badges? Status? Seriously?Do they matter?

Yes, Seriously!To these guys,

they matter.

Goal-setting deviceWhere to go

InstructionsWhat is possible

ReputationWho you are

Status & AffirmationWhat you did

Group identificationWho is like you

Everything can be gamefied

Gamification

lesson #2

Badges are earned

Badges are status

“When I got my expert badge I bragged to my kids and said 'there see I told you I was an expert' lol its not often we get

called such things so why shouldn't we be pleased with

ourselves”

Leaders on stage

Teams battle

Teams = common goal

“We are lagging behind! I am sure with a gobby lass like

me we can head back to the top!!! “

Wow first place thats great and I would say a very big thank you to The Duchess and Hettie who have

placed some great posts.

We like to be challenged

Gamification lesson #3

Unleash their creativity

35Taking Connected Research Forward© In

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What happens on a psychological and physical level when 25 heavy

fruit/smoothies eaters don’t consume their regular amount of

fruit/smoothies?

What happens on psychological and physical level with 25 participants

who don’t often eat fruit/smoothies, when they start eating more?

DEPRIVATION ACTIVATION

The journey to the other side

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They become co-researchers



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HOW? Commitment from the moderator.Instead of the X-factor, we talk about the C-factor.



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HOW? Commitment from the company.Buy-in, engagement, input.



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HOW? Go beyond the 30 min debrief.Don’t present engage, inspire & let them act!

We believe ...in connected research

Everything we do is aimed at enhancing intimacybetween you, your market and us.

Yes we will !

Yes we can!

What will yóu do differently?

@tomderuyck

Always-on Research

Education

term communities

consumer

consumers

power

research

shifted

creating

make