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Research Communities Infographic

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  • 1. O nline Research Communities Ju st Rock! 66% of the decision makers expect to start with an Online Research Community this year * 8/10 consumers want to collaborate with brands ** * GRIT Report (2012) ** Social Media Around The World 2012 36% prefer this collaboration to happen in a branded research community ** # Max. 150 membersWho? Collaborate with between 50-150 people,Specific profile that are needed to reach the saturation level of on-topic arguments at 30 posts per thread.Collaborate with people that areinterested & interesting: Fansof a specific brand or topic. Onaverage, fans actively followbetween 3-6 brands online *. What are Why?Time? Flexible! Online R esearch Multiple objectivesThe duration of communities Comm unities We identify 4 clusters of objectives: 1) Understanding consumer’s behaviordepends on the objectives: to 2) develop and launch new products,ranging from 3 weeks, services, 3) fine-tuned brand positioningmonths, or even ongoing. and/or campaigns, 4) optimize existing product, services and experiences. Gamification & funMix the storyline & tools By integrating play mechanisms,Become a DJ and create the right mix of discussions, participants think harder which leadsstoryline and the right tools (diary tasks, photo tasks, up to 7x richer data, but also thinkpolls) in +/- 8 topics per week. different through emotional, contextual and creative techniques How to make Online Research Communities engaging Make it mobile Give members 24/7 access, Co-researchers through mobile applications to get contextual and personal data. Involve members as co-researchers in moderation and analyses which delivers up to 20% additional insights. With over 15 years of experience in online marketing and research, InSites Consulting turned into one of the world’s leaders in bringing ‘the voice of the customer’ into the heart of a company’s business via Online Research Communities. We build over 100 private online communities a year for global clients like Heinz, Unilever, Danone, Mastercard, Philips, Microsoft, Coca-Cola and Heineken. www.insites-consulting.com/researchcommunities

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