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Tom de Ruyck
 

Tom de Ruyck

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  • 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

Tom de Ruyck Tom de Ruyck Presentation Transcript

  • MROCs & Social ResearchTom De Ruyck, Head of Research Communities, InSites Consulting @tomderuyck #mroc
  • It is time to re-invent research. Because power has shifted to the people.© InSites Consulting
  • [client logo] Get ‘real people’ in the ‘boardroom’ of your organisation.© InSites Consulting InSites Consulting beliefs - © 2010 3
  • [client logo] 1 2 Insighting Developing Objectives 4 3 Optimizing Implementing Communities at the core of new generation research.© InSites Consulting Always-on research. InSites Consulting beliefs - © 2010 4
  • Communities at the core of new generation research.© InSites Consulting Always-on research.
  • © InSites Consulting Is a 24/7 connection possible?
  • (1)50 30 WHO? Dunbar’s number: 150 members is the maximum number enabling social interactions on a community.© InSites Consulting
  • [client logo] i•den•ti•fi•ca•tion [ahy-den-tuh-fi-key-shuhn,] noun The convergence of brands values with that of the person, and the degree to which the brand is regarded as having personal relevance. Typically represented by concentric circles moving closer. You Brand WHO? What is connecting community members? Importance of „brand‟ and/or topic involvement.© InSites Consulting InSites Consulting beliefs - © 2010 8
  • [client logo] WHAT? Commitment from community members. Meet & greet, taking them on a guided tour, giving back.© InSites Consulting InSites Consulting beliefs - © 2010 9
  • [client logo] WHAT? Empower them. Let them have their say. Enable them to share enriched content & social content.© InSites Consulting InSites Consulting’s Research Communities 10
  • [client logo] WHAT? Entertain them. Try to make it more fun for them: projective/creative techniques, video, ...© InSites Consulting InSites Consulting’s Research Communities 11
  • [client logo] WHAT? Let them play. Gamify your research and be amazed by the boost in reactions!© InSites Consulting InSites Consulting beliefs - © 2010 12
  • 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 shouldnt we be pleased with ourselves”Wow first place thats great and I wouldsay a very big thank you to The Duchess and Hettie who have placed some great posts.
  • We like to be challengedDidn’t you ever try to beat the system?
  • The journey to the other side DEPRIVATION ACTIVATION What happens on a psychological and What happens on psychological and physical level when 25 heavy physical level with 25 participants fruit/smoothies eaters don’t consume who don’t often eat fruit/smoothies, their regular amount of when they start eating more? fruit/smoothies?© InSites Consulting Taking Connected Research Forward 15
  • They become co-researchers© InSites Consulting
  • “Be the best in analyzing each other‟s consumer behavior”Easy & FUN!20% unique insights coming from the crowd
  • [client logo] The story Equilibrium HOW? Creating an experience is hard work. Creating the right mix.© InSites Consulting InSites Consulting beliefs - © 2010 18
  • [client logo] HOW? Go beyond the 30 min debrief. Don‟t present engage, inspire & let them act!© InSites Consulting InSites Consulting beliefs - © 2010 19
  • 20© InSites Consulting Creating positive disruption
  • [client Making research used logo]© InSites Consulting InSites Consulting beliefs - © 2010 21
  • [client logo] Create engaging experiences that inspire and are worth sharing @tomderuyck© InSites Consulting InSites Consulting beliefs - © 2010 22