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

    1. The evolution of Communities
    2. We are never done
    3. Communities are no longer abouttechnology. The future is to the oneswho understand how to inspirebusiness decisions and cultures.Kristof De Wulf / InSites Consulting
    4. Go with the flow
    5. The battle ofthe screens
    6. ‘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
    7. Playing insteadof paying forattention
    8. Research inthe mix
    9. Different country,Different story
    10. Filling ourBlind Spots
    11. Diffusing research resultsshould be like getting those smallMagic Boxes from McDonald’s:blending results, stories and quotesCarole Lamarque / bpost
    12. Internal
    13. Internal
    14. Internal
    15. InternalKLM Concept Casino
    16. InternalBring it toLife
    17. Internal
    18. External
    19. We need to make consumers anintegral part of everything we do.Mariken Kimmels / H.J. Heinz
    20. Central Research Nerve System
    21. Total consumerimmersion
    22. SmartCookiesacademic backbonesector expertisemarketing consultinginnovative methodschange agentengagement & activationCreativeSolid
    23. linkedin.com/in/tomderuycktom@insites-consulting.com@tomderuyckwww.insites-consulting.comReady for a bright future?Head of Research Communities

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