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The Bright Future of Communities
 

The Bright Future of Communities

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  • Niche to mainstream... 83% GRIT (tripled in 3 years time)Technology > methodology > impact > full integration (= next)
  • Perpetual BetaWhere are we today? + How could it evolve?4 categories: T / M / I / I
  • CHAPTER
  • Facilitator of everything we doEvolve with internet technology: platforms like Facebook set the expectations of partcipants/clients in terms of features and look and feel
  • Be where they are
  • The rise of mobile and the situation in emerging marketsMobile-only: do’s & don’ts > impact on methodology
  • Integratation with existing platforms:Find partcipants where they are; Danone / HeinekenSocial media detectives!
  • FasterCheaperBetterAlle 3... >> CCB
  • Small groupInterested & InterestingDeep engagement
  • Engagement:- Not a secret anymore- Pay to Play for attention
  • Fusion Research Tool + IKEA example
  • Different country, different storyOn 4 levels...
  • From respondent to participantFrom participants to partner
  • Co-creationMix of different skills (vodafone: futurists and laggards)
  • Co-researchers on 3 levels + impact ervan...
  • Democratization of researchPush naar PullOur eyes & ears>> Bootcamp
  • >> Eerste 3: technology opnieuw als facilator + creativity (think like a creative/marketeer)Technology + creativity + research
  • Refer to Telenet, Chiquita, Heineken, ...
  • Structural collaboration (definitie)Sollicited & unsollicited
  • Buschauffeurs!
  • Positive brand touchpointINGMarktplaats
  • CCO
  • Mix of technologists, creatives, researchers, ...

The Bright Future of Communities The Bright Future of Communities Presentation Transcript

  • The evolution of Communities
  • We are never done
  • Communities are no longer abouttechnology. The future is to the oneswho understand how to inspirebusiness decisions and cultures.Kristof De Wulf / InSites Consulting
  • Go with the flow
  • The battle ofthe screens
  • ‘Online Communities’ become more andmore a true ‘Fusion Research’ tool thatallows for ‘triangulation’ on differentlevels. Leading to more valid researchresults, fresh inspiration and a deeperunderstanding of the issue researched.Frédéric Gennart / Inter IKEA Systems
  • Playing insteadof paying forattention
  • Research inthe mix
  • Different country,Different story
  • Filling ourBlind Spots
  • Diffusing research resultsshould be like getting those smallMagic Boxes from McDonald’s:blending results, stories and quotesCarole Lamarque / bpost
  • Internal
  • Internal
  • Internal
  • InternalKLM Concept Casino
  • InternalBring it toLife
  • Internal
  • External
  • We need to make consumers anintegral part of everything we do.Mariken Kimmels / H.J. Heinz
  • Central Research Nerve System
  • Total consumerimmersion
  • SmartCookiesacademic backbonesector expertisemarketing consultinginnovative methodschange agentengagement & activationCreativeSolid
  • linkedin.com/in/tomderuycktom@insites-consulting.com@tomderuyckwww.insites-consulting.comReady for a bright future?Head of Research Communities