Online Customized Communities The Brazilian case By Rodrigo Toni, flyfrog ´s founder IIeX, March 2013
Oct 29, 2014
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!
www.flyfrog.com.br
All images are street art from São Paulo