2012 asc walking_thetalk_final_wnotes
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  • Hi everyone, I’m Thomas from InSites Consulting, it has already been a very interesting and inspirational day, I’m very excited to add our vision on the issues we’re facing caused by the economic uncertainty.I’m a Senior Research Innovator at InSites Consulting, a cutting edge research agency with offices in Belgium, the Netherlands, Romania, here in Londen and in New York.I focus on innovation research, particularly through online research communities or MROCs. This is a qualitative methodology to empower consumers in their connection with brands and organisations. I’m part of our Forward Lab, our own innovation hub at InSites Consulting, where we continuously refine and test new research methodologies with a spirit of approaching problems as opportunities for change.So what is the core of the problem we’re facing today?
  • As Bortner shares with us in a Forrester report; the economic uncertainty results in a re-evaluation of research budgets – a decrease in the available research budget.
  • While the business will demand more new ideas than ever.Why?The world is changing faster than ever before, fuelled by the influence of social media! The business world today is in need of agile thinking and creativity.
  • I personally don’t have a typical research background as I am an industrial designer and applying creativity might be the key to solve the issues where facing.This was my graduation project, a tamagotchi-like device to collect data from youngsters, providing a unique view on their life.About every designer I know is convinced that constraints are key in a creative process, leading to better results.
  • Online research communities were actually developed as a creative answer to the thread of the empowered consumer. Social media has given consumers a powerful voice and is breaking down the traditional push model of marketing.Since we are continuously developing this methodology, I’d like to inspire you to also evaluate and adapt your research methodologies.But let’s quickly introduce the most important characteristics of the methodology first.
  • It’s not about the software, it’s about the people. Not just anyone, we only talk to people who are interested and interesting.We carefully screen them based on their identification with the topic or brand.
  • We join them on a closed online platform.In comparison to a traditional offline focus group, we involve 50 to 150 participants in stead of 6 to 8 for at least 3 weeks instead of 2 hours. This longitudinal connection results in a clash of ideas and opinions.
  • This makes it the ideal methodology to really get to know the individual consumers and what drives them, facilitating co-creation and collaboration of products, campaigns and brands.This methodology has proven to be very popular with research buyers, the latest GRIT report states 66% of them wants to start an MROC, there’s also a boost in agencies conducting communities. So how can we explain this popularity? And how can we come up with a framework to evaluate methodologies?
  • We like to approach them from an automational, informational and transformational perspective.Automationalbenefits result in an increased efficiency, delivering us more data or results in a faster way.Informational benefits have an impact on the actual data; excelling in number, depth and richnessTransformational benefits bring something completely new to the market and have the ability to surprise and change organisations.Let’s discuss online research communities with this framework in mind.
  • Famous is a Belgian advertising agency with a strong believe in the power of consumers to inspire them in every phase of their creative process.In their on-going community they can cluster ad hoc questions and projects, they gain insight into consumer stories to inspire campaigns, media usage of the everyday consumer, the do’s and don’ts in advertising, they can even engage consumers to quickly provide feedback on the campaigns they develop in 4, 24 or 48 hour challenges.
  • The on-going Everybody Famous community is always-on and provides the agency with a direct consumer line, making it the ideal tool to make fast decisions in a fast moving world.It’s key not involve more participants than necessary in a community, since we have a saturation effect, just like with any other research methodology. In this case the ideal sample size is 50 to 150, this is the optimum for social interaction (Dunbar) and rich discussions, giving us enough arguments for a valid qualitative analysis.
  • Famous benefits from these automational benefits to access more research results in a faster and cost-efficient way.But how about the informational benefits of online research communities?
  • Last week, Heineken launched a concept club to present it’s vision on the nightlife experience of tomorrow. To inspire the design team, we have set up an online research community to gain insight into the nightlife journey of clubbers and their needs.The longitudinal connection with clubbers from all over the world provided us with recent and real life experiences. It helps us in understanding their habits and the role of going out in their routine.The asynchronous connection not only bridged the time difference, it also allowed participants to think and rethink their contributions. Anytime, anywhere access results in more personal & contextual data (cfr. Facebook & Mobile).
  • By combining different multimedia tools through different methodologies, Heineken gained access to richer information. By giving clubbers tasks before the weekend, they could report back to us on Monday.Smileys, pictures, audio messages and movies all help consumers in expressing their experience and opinion.
  • Every online research community at InSites Consulting integrates gamification techniques, participants are challenged to think hard, different and in context by the levels they can achieve and the badges they can collect.Gamification is all about the details, by changing the wording of your topics and questions you can already make a huge difference, eg talking about challenges in stead of tasks.
  • The informational benefits of online research communities provided Heineken with over 3000 comments, more than 1000 pages of consumer stories! These excelled in number length and richness.
  • Last but not least are the transformational benefits of online research communities.We are currently co-creating the transfer experience of Air France and KLM with their frequent flyers.By connecting for a longer period of time, we can take advantage of consecutive learning effects and dive deeper into their transfer experience by building further on the knowledge we gained previously.
  • When I approach this methodology from a product or service development perspective, online research communities are perfectly aligned with their iterative process. By uniting and engaging different stakeholders, we can establish true co-creation.The innovation team of Air France and KLM is able to generate concept boards in collaboration with their customers and can fine-them together according to their needs.
  • By embedding the voice of the customer in the organization, we can involve other stakeholders,collaborate cross-departments and bring the silos in companies down. Experiencing the direct connection with consumers can work contagious and has the power to change the attitude of organisations.
  • My message is to BE CREATIVE and give the previous framework a try to approach your methodologies from the automational, informational and transformational perspectives.I already told you quite a bit about MROCs, since they are all about co-creation, it’s time to take it to the next level and to walk the talk!How can we improve methodologies? By connecting with our stakeholders! For each of our most important stakeholders; colleagues, participants and clients we have set up a dedicated co-creation approach, in line with their needs and expectations.
  • With our community manager team, spread over Ghent, Rotterdam, London and New York, we have a monthly Coffee&Learn meeting where we all dial in to share best practices and come up with solutions for issues.
  • Based on the problems or issues our community managers encounter, or the ideas they have, we can fail faster and debug new software features. Their needs also have an impact on how we prioritize the development roadmap of our platform.
  • We stimulate incremental innovation and by sharing the feedback on e.g. a new probing technique, we quickly spread new techniques through the organisation.
  • Remember the over 3000 comments of the Heineken project? The success of our informational benefits can sometimes have a negative impact on our efficiency. We actively guide our project managers in how to connect the dots during their analysis.
  • The co-creation with our community colleagues mainly results in efficiency gains, increasing the automational benefits of MROCsAlthoughit might be tempting to focus only on these improvements in times of economic downturn, to increase our competitive advantage, it’s equally important to invest in informational and transformational features.
  • These are some participantswho help us in aligning our methodology with their expectations. They are our most active community participants ever and we connect with them in our very own Walk the Talk community.I’d like to share some of the benefits we co-created with them as an example.
  • It’s not only about co-creation, it can also be about co-NONcreation. By understanding their needs and discussing possible new features like an integrated chat function, we decided not to develop this, as this is not the ideal tool for them to collaborate with the whole community as a group, given that it is not asynchronous and inefficient to browse through the chat logs.
  • Based on the feedback of our Walk the Talk community we killed the leaderboardas part of our gamification vision. In some cases it was counterproductive to the quality and quantity of the contributions of our participants. They prefer to achieve goals as a team or have personal achievement communicated personally.
  • Community participants are even helping us in our MROC academy training. While we used to be very happy and overly positive in all our moderation interventions, they stimulate us to provide constructive and honest feedback on their activity, to reach the common goal of helping the brand.
  • By co-creation with out community participants and matching the methodology to their needs, we can increase their engagement resulting in informational benefits.
  • Last but not least is the collaboration with our clients! We organizeclient connect workshops where our key stakeholders at the client side can network and where we can listen to their research&marketing needs and think of answers to the barriers they encounter.
  • One of the barriers can be the fear of the unknown and the difficulty of stakeholders to convince other partners of the consumer collaboration vision. By truly understanding their situation we can develop tools and workshops to help them… sell our projects .
  • We have learned that to truly embed the voice of the customer in organizations, we not only have to engage consumers, but also our clients. Therefore we have come up with a communication plan to gain maximum impact with the research. For example, by customizing the research results to the target group, from playing a game to integrating the output in a magazine or the insights in an interactive infographic.
  • In setting up communities, brands are actually going beyond research. These efforts have great communication value. Open organisations are perceived as more human to consumers and have proven to be more interesting. These are also the companies people want to work for.The statement of co-creation on products even results in a higher purchase intention!
  • Bydesigning research results for maximum impact and taking advantage of the external leverage effect, we can continue to improve the transformational benefits of our methodologies.
  • Toconclude…

2012 asc walking_thetalk_final_wnotes 2012 asc walking_thetalk_final_wnotes Presentation Transcript

  • Walking the Talk Co-creating the future of online research communities Thomas TrochSenior Research Innovator Tom De RuyckHead of Research CommunitiesThink Opportunity!Smart Research Technology for Cost-Conscious TimesASC | London, 27.04.2012
  • “Market Researchers: A Compass In The Financial Sandstorm” (Bortner, 2008) Less dollars will be available for new studies… Impact of economic uncertainty on market research @thomastroch
  • “Market Researchers: A Compass In The Financial Sandstorm” (Bortner, 2008) Less dollars will be available for new studies… … while the business will demand more new ideas than ever. Impact of economic uncertainty on market research @thomastroch View slide
  • “Serendip Multimedia Research Device” (Troch, 2010) Constraints and a good old paradox are the perfect ingredients to stimulate creative solutions. Background in Industrial Design thomas@insites-consulting.com @thomastroch View slide
  • RESEARCH @thomastroch
  • RESEARCHcarefully screened group of consumers gathered around a common interest @thomastroch
  • joining a closed online platformlongitudinal connectionmanaged by passionate moderators RESEARCH carefully screened group of consumers gathered around a common interest @thomastroch
  • joining a closed online platformlongitudinal connectionmanaged by passionate moderators co-creation & collaboration perceptions motivations RESEARCH underlying emotions aspirations carefully screened group of consumers gathered around a common interest @thomastroch
  • “The capabilities of market driven organizations” (Day, 1994) How to evaluate research methodologies and stimulate research innovation? Transformational benefits Informational benefits Automational benefits @thomastroch
  • Everybody Famous community cluster ad hoc research questions in a longitudinal community involve not more participants than necessary (50-150) Automational benefits of #MROC
  • Everybody Famous community cluster ad hoc research questions in a longitudinal community involve not more participants than necessary (50-150) Automational benefits of #MROC
  • Everybody Famous community cluster ad hoc research questions in a longitudinal community involve not more participants than necessary (50-150) Automational benefits of #MROC access more research results faster and in a cost-efficient way
  • The Heineken Concept Club community longitudinal and asynchronous connection integrated multimedia tools game thinking Informational benefits of #MROC
  • The Heineken Concept Club community longitudinal and asynchronous connection integrated multimedia tools game thinking Informational benefits of #MROC
  • The Heineken Concept Club community longitudinal and asynchronous connection integrated multimedia tools game thinking Informational benefits of #MROC
  • The Heineken Concept Club community longitudinal and asynchronous connection integrated multimedia tools game thinking Informational benefits of #MROC discussions excel in number, length and richness
  • My Transfer Idea community consecutive learning over time co-creation and iteration of ideas and concepts Transformational benefits of #MROC
  • My Transfer Idea community consecutive learning over time co-creation and iteration of ideas and concepts Transformational benefits of #MROC
  • My Transfer Idea community consecutive learning over time co-creation and iteration of ideas and concepts Transformational benefits of #MROC increasing the impact of research and embedding the voice of the customer within the organization
  • How to go beyond the current benefits to combine an efficient approach with an engaging and impactful experience? Research participantsColleagues Online Research Community Clients @thomastroch
  • #MROC Coffee&Learn.
  • debugging and prioritizing software roadmap tips & tricks for#MROC Coffee&Learn. managing MROCs guidelines for efficient analysis Co-creation with colleagues
  • debugging and prioritizing software roadmap tips & tricks for#MROC Coffee&Learn. managing MROCs guidelines for efficient analysis Co-creation with colleagues
  • debugging and prioritizing software roadmap tips & tricks for#MROC Coffee&Learn. managing MROCs guidelines for efficient analysis Co-creation with colleagues
  • debugging and software roadmap tips & tricks for#MROC Coffee&Learn. managing MROCs guidelines for efficient analysis Co-creation with colleagues automational improvements
  • #MROC Walk the Talk community, 2012 @thomastroch
  • #MROC Walk the Talk community, 2012 it’s not about social tools, but about collaboration fine-tuning gamification vision how to give constructive feedback Co-creation with research participants
  • #MROC Walk the Talk community, 2012 it’s not about social tools, but about collaboration fine-tuning gamification vision how to give constructive feedback Co-creation with research participants
  • #MROC Walk the Talk community, 2012 it’s not about social tools, but about collaboration fine-tuning gamification vision how to give constructive feedback Co-creation with research participants
  • #MROC Walk the Talk community, 2012 it’s not about social tools, but about collaboration fine-tuning gamification vision how to give constructive feedback Co-creation with research participants informational improvements
  • #MROC Client Connect Day Rotterdam, 2010 @thomastroch
  • #MROC Client Connect Day Rotterdam, 2010 tools to convince colleagues of conversation vision Impactful communication for maximum ROI tools to leverage research externally Co-creation with clients
  • #MROC Client Connect Day Rotterdam, 2010 tools to convince colleagues of conversation vision impactful communication for maximum ROI tools to leverage research externally Co-creation with clients
  • #MROC Client Connect Day Rotterdam, 2010 tools to convince colleagues of conversation vision impactful communication for maximum ROI tools to leverage research externally Co-creation with clients
  • #MROC Client Connect Day Rotterdam, 2010 tools to convince colleagues of conversation vision impactful communication for maximum ROI tools to leverage research externally Co-creation with clients transformational improvements
  • creativity is key intimes of economicuncertaintydo more with less andevaluate your methodsco-create value withyour stakeholdersConclusion
  • creativity is key intimes of economicuncertaintydo more with less andevaluate your methodsco-create value withyour stakeholdersConclusion
  • creativity is key intimes of economicuncertaintydo more with less andevaluate your methodsco-create value withyour stakeholdersConclusion
  • walk the talkConclusion thomas@insites-consulting.com @thomastroch