Self Service Online Research - online communities for research and insights

Self-Service Insights

Insights Communities and Qualitative Research

Tools Now Within Reach Of Every Business

Lenny Murphy, Chief Editor and Principal Consultant at Greenbook

Stephen Thompson, EVP at Ramius

16 October, 2013

• Economic• Technology• Competitors• Clients• Staff skills• Consumers

Business pressures never

diminish.

That’s leading to an evolution in the research

world.

Uncovering qualitative insights to better understand customers is no

longer the exclusive domain of research agencies and brands with large

budgets.

A new wave of on-demand, web-based research tools are emerging to

bring insight capabilities to internal research teams and non-traditional

users.

“There is a realization in the business community that insights do

not arise solely as a product of traditional research models.

Instead, these new platforms are providing tools for discovery and

ideation that are faster, more unexpected, more customer-focused

and quite often, more productive than existing approaches.

The game has changed, and the pace of change is only accelerating.”

Lenny Murphy, Grit 2013 Winter

In this webcast, we will:

• Discuss how the online research world is shifting and how that is

expected to develop in the near future

• Round up some of the new software tools available for gathering

insights

• Work through some examples of how Ramius’ new platform,

Recollective, is being used by marketing and research

professionals to build on-demand insight communities and

conduct rapid, qualitative research online.

The research world has shifted

Source: ESOMAR Global Market Research 2013 report

Online approaches are experiencing a massive shift in adoption across the world.

Early GRIT 2014 results:

Online CommunitiesIn use 49.1%

Text AnalyticsIn use 36.54% Social Media AnalyticsIn use 33.93%

Mobile SurveysIn use 43.72%

Webcam-Based InterviewsIn use 32.14%

“Social and mobile technologies will be leveraged to drive

engagement and understanding of consumers at a

previously unimaginable level, increasing basic business

value. That has profound implications for the insight

organization on both the client and supplier side of the value

chain.”

Lenny Murphy, GRIT Report Winter 2013

Research communities are now mainstream and

several other approaches are close behind.

So, what’s the point?

• Everyone is a researcher

• If you’re not already using these rapidly maturing approaches

and DIY technologies to gather customer insights and address

rising business pressure, it’s high time to jump onboard.

New DIY technologies for gathering insights.

Big Data Online Communities

Analytics

Video

Surveys & Microsurveys

Crowdsourcing

Other categories of Social Listening and Web Analytics have been omitted as they are outside the scope of this webinar.

Surveys & Microsurveys

• Google Consumer Surveys

• RIWI (nano-surveys)

• Qualtrics

• Survey Monkey and QuestionPro (everyone knows them, right?)

Crowdsourcing

• Spigit

• IdeaScale

• CrowdTap

Analytics

• Office Reports

• StatWing

• Q

• OfficeLive

• Semantria (text

analytics)

Big Data

• Data Market

• R (open source)

Video

• Discuss.io

• QualVu

• Recollective

• FocusVision

What about mobile?

Most of the online research platforms discussed have mobile capability. That’s often a dedicated Android or iOS app, or they are built as a web app with a responsive design.

There aren’t too many pure-mobile research platforms, but it’s worth checking out:• Lumi Mobile (mobile surveys, meetings and events, mobile panels)• EthOS (mobile ethnography)• DScout (mobile diaries)

New DIY online community technology for gathering insights.

Recollective is a self-service platform for creating insight

communities. Engage participants with questions and

discussions, share responses and build understanding.

Early access for webinar

attendees of the free

Recollective On Demand

version available at:

www.recollective.com

Use access code “AMA” to

login.

We’ve created two short videos to explain Recollective. The

first is a short introduction to the free, On-Demand version.

The second links to a software tour, showing much more of the

platform’s capabilities (applicable both to On-Demand and Pro

versions).

Introduction to Recollective On-Demand (90 seconds)http://vimeo.com/ramiuscorp/recollective-ondemand

Feature Video of Recollective (10 mins)http://player.vimeo.com/video/76747706

Activity-based Socialized

Mobile

Analysis / Reporting

Free or Pro

Integrated suite of community research tools.

Tasks

Tasks offer multiple ways to engage your audience.

Tasks offer multiple ways to engage your audience.

Typical applications of Recollective

include:

• understanding customer

behavior

• concept / product testing

• agile research and testing

• stakeholder / employee

research

• product and communication

co-development

Case Study #1

UK Agriculture, Seed Manufacturer

Looking to understand cereal farmers’ behavior,

attitudes and experiences by researching with

those using hybrid seeds vs. traditional seeds.

• Over 100 people and ran for 7 months

(extended from 3 months)

• 6 separate communities including

participant-led discussions plus structured

researcher-led activities set weekly

throughout the farming calendar

• Completed self-service by research agency

• Wide range of activities – image

reviews, video, open ended

text, polls, card sort and online

diaries.

• Participation rates varied

between studies at different

times of the year, ranging from

around 50% to 80%. In total

over 1,000 activity responses,

plus hundreds of discussion

posts and comments submitted.

• Findings were shared with the

community.

Case Study #2

Sobeys, national Canadian food retailer

The project was designed to gauge the impact of recent openings of Walmart Superstores in 5 areas, to fine-tune IGA marketing strategies.

• 25 Activities run over 2 weeks

• 40 people for traditional qual / 33 for online qual

• Intention was to compare and contrast the use of traditional focus groups against a short-term insight community

• French-language study

25 activities launched

73%Log-on rate (53 logged/73 recruited)

1345visits to the site

1077activity completions

575Discussion postings570

Comments and ratings 28Discussions started

by participants

$117Average compensation

Range $30-200

• Insight Communities were found to offer these advantages:

– Geographically dispersed / busy target

– Experience sharing

– Sensitive topics

– Providing more, richer and deeper material than traditional focus groups and encouraging more openness in responses.

• And they were deemed best for these applications:

– Exploratory research

– Longitudinal research (multi-phase product dev, in-home testing over time, purchase processes, behaviours)

– Reality checks

– Ideation and crowdsourcing

Case Study #3

Customer Community, Global

Confectioner

A ongoing customer community of people that

consume the brand’s chocolate products.

• Sustained at approx. 150 people annually

• Monthly prize draw for incentives.

• Virtual shopping, collaborative product and

marketing ideation, shop along trips,

opinion and experience activities, branding

questions, ad testing, communication

testing and ideation.

“I've worked with a number of platforms over the years, and Ramius is by far the most intelligent; it allows both the client and the members to feel confident, and it allows me to get to the answers I need. Another benefit of the Ramius software is the variety of tools that are available right at my fingertips. If I want to do something fun for my members, I have that ability”

Tabatha Bourguignon, Community Manager, Hotspex

• Completed over 90 structured

activities to date, with 7900

responses, plus nearly 1,800

discussions and participant-led

topics.

• Over 13,000 study logins across

1.5 years.

• Using all task types to keep

interest levels high.

• Activities every week.

• Turnover rate.

Thanks for your time.

Contact me to discuss any questions at:

[email protected]

1-613-369-5233

1-888-932-2299 x233

@getrecollective or @ramiuscorp