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Engaging Online Market  Research Communities
 

Engaging Online Market Research Communities

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Presented by Jim Longo, VP Marketing & Client Development, to Merlien Institute. ...

Presented by Jim Longo, VP Marketing & Client Development, to Merlien Institute.

Applying your skills as a qualitative practitioner to develop engaging online market research communities (MROC).

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  • Do they understand how to gather insights and read emotions via text based discussions? Are comfortable using current Social media platforms and tools? Are they willing to put in the time required to engage members?
  • Moderated Private space with defined purpose Where members join understating they are to participate in research and share their opinions.
  • It takes time to get members engaged - Plan about 15-20 hours per week for community management Acknowledge individual contributions - Personal responses are better Share results of research with members - Reinforcement

Engaging Online Market  Research Communities Engaging Online Market Research Communities Presentation Transcript

  • Engaging Online Market Research Communities Applying your skills as a qualitative practitioner to develop engaging online market research communities (MROC) Presented by: Jim Longo VP Marketing & Client Development Itracks
  • Engaging Online Market Research Communities
    • MROCs and Moderators
    Image Source: SpychResearch.com
  • Engaging Online Market Research Communities
    • MROCs and Moderators
  • Engaging Online Market Research Communities
    • Objective – The Big Question
    • Used to understand more about customers
    • Can have multiple objectives
    • Can use a variety of methods to gain insights
  • Engaging Online Market Research Communities
    • MROCs Allow You To
    - Have an ongoing conversation with your customers or targeted group - Quickly find answers to questions without having to wait days/weeks for results - Involve more of the research or brand team as be a part of the process.
  • Engaging Online Market Research Communities
    • MROC an Example
  • Engaging Online Market Research Communities MROC an Example
  • Engaging Online Market Research Communities MROC an Example
  • Engaging Online Market Research Communities MROC an Example
  • Engaging Online Market Research Communities
    • Take Action
  • Engaging Online Market Research Communities
    • Successful MROCs
    • More extroverted
    • More creative and open-minded
    • Problem solvers, not problem seekers
    • Use Social media in their daily life
    • More likely to create content in SM
    • More accountable
    A successful MROC will have members who are
  • Engaging Online Market Research Communities
    • Engagement
    • Take Time
      • Plan about 15-20 hours per week for community management
    • Acknowledge
      • Personal responses are better
    • Share
      • Reinforcement
  • Engaging Online Market Research Communities
    • Member Interaction
    • You learn more about your members and their lives
    • Members form bonds with each other and the brand
    • Unmet needs begin to surface
    • Innovation begins
  • Engaging Online Market Research Communities
    • Lead by Example
    • Take the lead
      • - Write about yourself
      • - Upload photos
      • - Pull in content from other sources
  • Engaging Online Market Research Communities
    • Challenge Your Members
    • Assign tasks or homework
    • Break members up into teams for discussions, tasks or to problem solve
    Daunting, artist unknown.
  • Engaging Online Market Research Communities
    • Balance
    • Encourage sharing and listen to what the members want to talk about
    • Mix up targeted activities
    • - Short polls
    • - BBFGs/OLFGs
    • - Media uploads
    • - Discussions
    • - Contests
  • Engaging Online Market Research Communities
    • Conclusion
    • MROCs incorporate research tools with SM in a private environment
    • People enjoy participating when they are acknowledged
    • Sharing results of the research with members reinforces participation
    • MROCs can save your client time and money
    • MROCs are another opportunity for Qualitative Researchers
    • Thank You