This document contains a presentation from Erica Van Lieven of Direction First and Rob Grant of Campbell's Australia on their use of online research communities. They discuss how traditional market research was not providing the insights needed to understand changing consumer behavior, so they launched an online community called "Come Dine With Me" to study home cooking habits. The community includes discussion forums, photo sharing of food storage and recipes, and videos to obtain qualitative data over time from participants. They found that the community approach provided valuable insights into trends and inspirations for home cooking.

1. A
Presenta*on
from
the
NewMR
Communi*es
Event
15
February
2013
All
copyright
owned
by
The
Future
Place
and
the
presenters
of
the
material
For
more
informa:on
about
NewMR
events
visit
h?p://newmr.org
For
more
informa:on
about
dub
visit
h?p://dubstudios.com
Event
Sponsor
Erica
van
Lieven
Direc:on
First
Rob
Grant
Campbell’s
Come
Dine
With
Me

2. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013
Come Dine With Me, Australia
Erica Van Lieven
Managing Director
Direction First
Rob Grant
Managing Consumer
Insights – Campbell’s
&

3. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013
OUR CHALLENGE

4. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013

5. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013

6. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013

7. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013

8. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013

9. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013

10. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013

11. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013

12. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013
OUR APPROACH

13. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013

14. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013
MROCs work...

15. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013
MROCs work...

16. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013

17. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013
Community home page

18. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013
Lounge: meeting, greeting and relaxed sharing

19. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013
Lounge

20. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013
What’s cooking

21. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013
What’s cooking: Inside cupboards and pantries

22. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013
What’s cooking : Inside fridges

23. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013
What’s cooking: The pot

24. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013
Sources of inspiration

25. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013
Sources of inspiration

26. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013
Back to the future

27. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013
Video

28. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013
OUR LEARNINGS

29. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013

30. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013

31. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013

32. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013
&
Thank you
Erica
van
Lieven,
Direc:on
First
Rob
Grant,
Campbell’s

33. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013
Q & A
Erica
van
Lieven
Direc:on
First
Rob
Grant
Campbell’s
Peter
Harris
Vision
Cri:cal

34. Erica Van Lieven, Direction First and Rob Grant, Campbell’s, Australia
Session 1: Research Communities, March 15, 2013
Come Dine With Me, Australia
Connect
with
Erica
on
LinkedIn@h?p://www.linkedin.com/company/direc:on-­‐first
Connect
with
Tom
de
Ruyck@h?p://www.insites-­‐consul:ng.com/lets-­‐connect/people/tomderuyck/
See
more
about
Direc:on
First@
www.direc:onfirst.com
Log
in
for
workshop@h?p://www.direc:onfirst.com/newsle?er/insites/insites.html
Follow
us
on
twi?er
@h?ps://twi?er.com/Direc:onFirst
Connect
with
Rob
on
au.linkedin.com/pub/dir/Robert/Grant