This document discusses MROCs (Modern Research Online Communities) and social research. It addresses questions around who should be involved in online communities, what is needed to engage and empower community members, how to create experiences to make research fun and gamified, and how to make research inspiring and worth sharing. The goal is to reinvent research by placing communities at the core and enabling always-on, 24/7 connections through online communities.
13. Teams battle to earn badges
“We are lagging behind!
I am sure with a gobby lass like me we can
head back to the top!!! “
“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”
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.
14. We like to be challenged
Didn’t you ever try to beat the system?
This section wants to provide background for the rest of the story.We need to change marketing thinking as a result of the fact that the consumer has gained more power versus the marketer.
One dimension of being connected is the connection between marketers and consumers.The Meet the Joneses results reveal that while most marketers think they are pretty connected to consumers, they perform relatively bad on the test. All results of the Meet the Joneses test can be downloaded here: include link to Slideshare presentation on Meet the Joneses.This slide deals with everything we do within the business unit “Exploration and insight generation”, with a strong focus on observational research (ethnography, social media netnography, ...).Next to that, we have a very good understanding of how generation Y thinks and acts via all knowledge we have available on them and included in Joeri’s book. Also the TalktoChange research community allows us to be connected to consumers in more than 35 countries across the globe.
Over the last years we have built quiet some experience in running communities and how to manage them for the best insights, in cooperation with the university of Maastricht. Having experienced everything we have come to decide to run either short 3 wk communities or LT 3 mo communities. Compare it to a fair: it is there for 3 weeks, has to be fun and after 3 weeks it is gone.Running a theme parc is different however. For a parc one needs to have recurring programme, but also has it’s seasonality (unless your Disney) – is sometimes closed, so you need stops. Go from strategic to tactic depending on your marketing needs. Longer is also not economical for end clients as they also need to digest the information (unless you have a research agenda that is so continuous it is not worth stopping and going).There is also a lot of debate about sample sizes. Through experimentation we have come up with calculation that sample size of 50 – 150 are sufficient. Based on - Community length Participation rate (mensen doen dit on waves) drop outAnother key learning tied to this is that 30 responses per thread is sufficient and best for the small eco system which communites are. And actually want to share the research we have done in this regard.
Consumers identifying with your brand are the ones talking positively about it, ultimately having an impact on brand equity.Results from our brand leverage study conducted in 15 countries in cooperation with Houston University can be accessed here: include results.
A peer Trust Inspirational Collaborative Behind the scenes Connecting
Fast processing – focus onlearning moves, tricksfor survivalSothismightbe the stereotype we have from a gamer…
Online game played by Heinz marketers & research participants
A peer Trust Inspirational Collaborative Behind the scenes Connecting