The Future of Market Research


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  • Engagement:- Not a secret anymore- Pay to Play for attention
  • Small groupInterested & InterestingDeep engagement
  • Eerste stap eind 2011, werd een grootschalige online enquête, om eerste feeling te krijgen vd doelgroep + leden te rekruteren vd communityDit moment werd al direct gebruikt voor media campagne, om het moment te claimen; 'het verlaten van het huis of nest', samen met studio brussel. Om te zorgen dat dit aansloeg bij de doelgroep, is de enquête volledig gamified (bijv. door modulair spelen, directe feedback en benchmarking met leeftijdsgenoten). Met meer dan 3.000 jongeren deelnemen, de enquête was een groot succes en de resultaten werden gedeeld en besproken op de 2 radiostations betrokken en opgepikt door verschillende andere media.
  • On our journey, we will explore 3 domains of the mobile research space. Let’s take a look at the first domain
  • A first opportunity that is often overlooked is within the area of sampling. So far, we made a clear distinction between online & offline research. However, mobile is bringing the best of both world when it comes to recruitment. We have the ability to recruit people for example via a QR code or link on the spot. They can give some first feedback in the heat of the moment. At this moment, we also ask their opt-in for later. So are consumers really willing to do this? We did the test in cooperation with Xandres, a belgian clothes manufacturer. In several of their shops, we distributed posters and leaflets with the link or a QR code to the survey. When scanning the code or surfing to the link, people could take a very short survey on their in-store experience and opt-in for more detailed questions later onwards. So how did it go? We benchmarked the results with the recruitment on their client databaseThe good news was that we were able to recruit a similar amount of people in store as via their client database.One disadvantage was that the recruitment went a bit slower because we were dependent on the number of visitors in the shopBut on the other hand, this method really delivered us less waste, since we are were looking for people who recentely shopped in the xandres stores, we had a spot on recruitment and on top, few costs to find the people.
  • So great success! Or not? We can wonder what the profile was of the participants in our in shop recruitment. Like in the early days of online research, there might be some representativity issues; So we assessed the profile of our participants. Our test showed us that we are right to be concerned. When comparing the profile of our sample with people recruited via the client database, we found some differencesThe biggest bias is on sociodemographics. We recruited mainly youngsters via the QR codes & leaflets in shop. Also people who took part in the store were more engaged with the brands in comparison with the benchmark. We also feared that that our ‘mobile’ sample was more technoligically savy but here as a matter in fact we did not find any differences…All-in all, it shows that mobile has a lot of opportunities for recruitment in case we are looking for a younger, more engaged consumer or users of a certain product/service
  • So, that’s the first domain with new opportunities: recruitment! Let’s take a look at the second domain…
  • Therefore we set up a test in cooperation with kinepolis. Kinepolis is the market leader in belgium when it comes to movie theater. They developed an app. To inform there clients about the new movies in the theater that best fit their movie profiel. You can see it here. Kinepolis was eager to measure the satisfaction of the app. Also they wanted to investigate more in-depth the profile of the app users. Finally, they also wanted to assess the ROI of the app. First of all we had to find app users. In our to cope with their questions, we installed a small pop-up in their app that invited them to take part in ther research. App users could answer a couple of questions before returning to the app and again gave their opt in for the follow up survey.
  • So how effective were we?We had our doubt if consumers would be willing to take part in-app research…Well we were amazed with the results when it came to recruitment. In less than 4 hours, 400 people subscribed to the researchIf you think about it, in app recruitment could be a new ecosystem for research…will we use it wisely?
  • So it was not a problem to get people to participate in the app. In total 6000 people took part. 25% of them also completed the (longer) follow-up survey. So we need to decide wisely on which question to ask in in the app and which afterwards. So we had another challenge, because guidelines are missing on this matter. What questions should we really ask in the heat of the moment? The key to solve this might lay in recall. Traditionally consumers are bad testimonials of their own behaviour. They do not always recall what they do. Mobile could solvethis, since we aks them the question on the spot. Mobile should allow us to get more accurate and new information.
  • Sothis was itforsurveysand mobile beyond the method…but whatabout the otherdomainsif the mobile research
  • Next to surveys, Mobile is also an exciting new domain for the Communities Such a research community is an online closed platform, where you invite people that share a strong interest, mainly use for qualitative research purposes. For example, this community here, called Come Dine With Me which we setup for Campbell’s australia. We invited 50 food mavens that all shared a strong interest in cooking to explore discuss new food trends This was the first community where we used our mobile app. With this app, members were now able to follow the same discussions via mobile as their desktops. Based on our first mobile community experiences, we want to share some first learnings with you
  • When we startedthis community, i was a bit worriedabout the engagement. Will members stillbeengagedwithour community throughsuch a small screen?
  • Does mobile make community members less engaged?
  • Actually no! it’s the opposite!It turns out take using a mobile app, makes members more engaged, because it helped them better to stay in touch on different moments. Some even confessed they would have spent less time on the ‘Come Dine With Me’ research community without the app. So, having a dual screen actually boosts the engagement.
  • Next to engagement, anotherthing i was a bit worriedabout, was the richness we usually get of the posts. As a community manager, i’musedtogettingamazingly long posts, full of interestinginsights.But how does thatworkwhenyoudon’tusesuch a keyboard?
  • Will such a smaller screen result in lessrich data?
  • Luckily not! We actually didn’t get more posts, but we got more different contributions, with much more pictures and video’s, made in the heat of the moment. This is really insightful for topics of their cooking experiences.And by offering mobile app, members start to decide on the format of their posts themselves. Is a photo, video or text more relevant?
  • I want to share an example of this one community member above. He was preparing a recipe of sweet mashed patatoes and it did not go as plannendHe had a bit of an acccident with the blender when preparing a new recipe….With his mobile phone, he decided the share his experience directly with the community. And he made the decision on that moment share a video instead of a photo, because he wanted to fully capture the moment. Unfortunately I can’t show you the video through this webinar. But this example shows that members are triggered to think about their contributions and share feedback in the format that is more relevant.
  • So, based on ourexperienceswith mobile, we seethat desktop & mobile are best friends, eachhaving different benefits. it’s the duality of both desktop connectionand mobile giveshighest engagement andrichestcontributions.
  • We have explored the 3 domains; recruitment, mobile marketing as a topic with an example of surveys and finally, mobile&communities
  • We have explored the 3 domains; recruitment, mobile marketing as a topic with an example of surveys and finally, mobile&communitiesThis brings me to the end of our mission in space.
  • 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
  • FasterCheaperBetterAlle 3... >> CCB
  • Different about 2013 edition
  • Since the launch of interactive digital TV in 2005, costumers are able the choose what and when they want to watch their content. Now they can also choose where to watch it.Yelo provides digital TV on mobile devices, iPhone, iPad and also on your computer.
  • Conversations are embedded in the development from Yelo, right from the start. This story explains how we applied conversation management around Yelo to research in 3 steps: observe, facilitate, joinWe observed and analysed conversations in the open community in the first stage, participants were recruited from the open community for a closed pre-launch community and they + non selected were invited to continue sharing their thoughts in the open community in the last phase.More than a story on conversation management, this project is about integrating this with research.
  • Let’s travel back in time: 6 months ago, on December 17th 2010, Telenet launched Yelo in bèta.
  • Right from the launch the voice of the customer was key: the press conference was streamed live on the Telenet website, questions on Twitter were even answered live and in every communication Telenet welcomed feedback and ideas.
  • This input was tracked through a social media netnography. Conversations about Telenet and Yelo were monitored on Twitter, blogs, Fora and Facebook.
  • This wordcloud provides an overview of the words that were often mentioned in the discussions. When you just manage conversations, the output might be to chaotic to learn from…As we can see hear, Yelo seems to have a great fit with the iPad, but it’s not yet clear WHY?
  • Through text analysis we bring structure into these conversations to use them for research.Almost 2.500 conversations were analyzed, resulting in theme detection through pattern detection.For each theme, we determine the size of the cluster and the sentiment of the cluster1: Act: themes in the market that are often mentioned with a negative sentiment2: Develop: themes in the market that are often mentioned with a positive sentiment3: Threats: themes with negative sentiment that are currently not often mentioned but that are explicitly negative for certain market niches4: Potential: themes with mixed sentiment that are often mentioned. In the future, we can try to influence the sentiment of those themes positively
  • The netnography provided us with bottom-up themes that were conversational for users. In order to provide us with the reason why, answers to pre-defined questions and more in depth discussions, we need to take it to the next level: an online research community.We facilitated the conversations on a closed community platform with a selection of active Yelo-users.
  • We invited Yelo users to share their opinion and co-create Yelo in a prelaunch community community. We received more than 1800 submissions and selected 100 users, based on their device usage, social demographics and being influential on new media and technologies.A prelaunch community can typically take place before launch or in bèta launch of a product and will provide insights into the experience, improvements based on testing, and co-creation around positioning and communication.Based on their experience we collected improvements, input for webcare, guideline for the content to provide and inspiration for the go-to-market strategy in a 3 step process:Exploring their current and future usage of Yelo, review the different functionalities in detail and by consecutive learning, this was the basis for the co-creation phase where users came up with new features.
  • Before a community we have a live introduction session, and there it already became clear that users were very excited to be part of the Yelo development team.
  • This also resulted in a group of highly involved and enthusiastic Yelo ambassadors. It would seem wrong to just say ‘thank you, come again’. Therefore we continued the conversation management in a third step.
  • TheYelo community was an exclusive collaboration between a select group of users, InSites and Telenet. By discussing their usage with peers, in depth insights were defined.Let’s take a look at the community…
  • The topics have a recognisable structure and become more attractive by integrating visual stimuli.
  • As fitting in a prelaunch community, all those aspects are tackled…Of course the Yelo-developers also had some possible improvements in mind, therefore it was interesting to see how they fitted together with the features the users requested. It was key to provide some structure in all these suggestions to further define the development roadmap.Content: length dependent on screen size
  • If you would ask an engineer how to put the different types of improvements on the development roadmap, it would seem obvious to start with the basics, move over to the satisfier and end with the addicters.But we have a different logic, it’s a parallel track. All 3 types need to tackled simultaneously. If you it takes 6 months or 1 year to solve the basics, no one will take about your application, not for the bad, nor for the good. By integrating all 3 levels, conversations will have a lasting impact on the development roadmap.
  • Not everybody could join the closed research community, since this requires an in depth collaboration with a select group of users…We joined the conversation in a community afterparty, where we integrated output and findings from the research community in the moderation.
  • We invited the Yelo ambassadors from the online research community to join the Facebook fan page to continue sharing their thoughts on the development of Yelo. This provided us also with an opportunity to invite the non-selected participants to join the conversation.The conversation will be enriched with the findings from the research community.Length dependent on screen size, feedback
  • Active moderation of the Facebook page and daily new topic resulted in more views, which is logic…
  • We had a clear approach, every fan that posted something either positive or negative on the Facebook wall, was a possible ambassador. By turning a negative into a positive by quick webcare response, ambassadors were created. After a while users started helping out each other and they continued to co-creation process spontaneously.
  • This is how we conversations were embedded in the launch of Yelo in 3 steps: observe, facilitate and join.
  • Buschauffeurs!
  • Refer to Telenet, Chiquita, Heineken, ...
  • The Future of Market Research

    1. 1. Operational Excellence Customer Intimacy Product Leadership 3 types of strategic focus (Tracey & Wiersema)
    2. 2. 3 types of strategic focus (Tracey & Wiersema) Operational Excellence Customer Intimacy Product Leadership Provide customers with good, standard products at low cost Provide customers with high quality innovative products Provide customers with personalized products that exceed expectations
    3. 3. 3 types of strategic focus (Tracey & Wiersema) Operational Excellence Customer Intimacy Product Leadership Provide customers with good, standard products at low cost Provide customers with high quality innovative products Provide customers with personalized products that exceed expectations
    4. 4. Consumers are at the heart of our organisations
    5. 5. Customers… Who are they?
    6. 6. Let’s look at our customers…
    7. 7. ? ? ? ? 4 things to remember about the new customer
    8. 8. Consumers create content themselves…
    9. 9. 57% A person from your contact list 14% A company
    10. 10. Everyone is a critic/reviewer and the outcome may leverage your brand…
    11. 11. ... or damage your brand
    12. 12. ? ? ?  Perfect information  Consumer-generated  Trustworthy  Lightning fast  Fuelled by social media
    13. 13. ? ? ? empowered
    14. 14. Cultures were never so close
    15. 15. Stimulation junkies. On the go, but 100% connected.
    16. 16. Segmentation? Maybe contextually. Maybe.
    17. 17. ? ? empowered  Globally in touch  Hyperfast learning  Raising bar of expectations  Segmentation = difficult
    18. 18. cosmopolitanempowered ? ?
    19. 19. What’s YOUR perfect restaurant experience like?
    20. 20. 83%
    21. 21. Different Country, Dif ferent Story
    22. 22. Higher purchase intention for products co-created by peers. (van Dijk, 2012)
    23. 23. cosmopolitanempowered ?  Sharing feedback  Walking in our shoes  Concrete business outcomes
    24. 24. smart co-creator cosmopolitanempowered ?
    25. 25. The paradox of choice.
    26. 26. @tomderuyck
    27. 27. smart co-creator cosmopolitanempowered  Rational overload  Emotional heuristics  Herd behaviour  Emotional sharing
    28. 28. smart co-creator cosmopolitanempowered emotional
    29. 29. ? ? ? ? 4 things to remember about the new customer
    30. 30. smart co-creator cosmopolitanempowered emotional
    31. 31. It’s the media, stupid!
    32. 32. What’s the impact on companies?
    33. 33. We need to make consumers an integral part of everything we do. Mariken Kimmels / H.J. Heinz
    34. 34. What’s the impact on research?
    35. 35. The battle of the screens
    36. 36. Playing instead of paying for attention
    37. 37. Filling our Blind Spots
    38. 38. Survey research in the age of engagement?
    39. 39. 64
    40. 40. 67 When hovering over with mouse Participant can unlock the first module “profile”
    42. 42. 69 THEDESIGNERTOOL
    44. 44. 71 THEPHOTOSTORE
    50. 50. 77 THEIDEATIONTOOL
    51. 51. 78 Meet eBay Meet Katia THEIDEATIONTOOL Delivery system Customer service Mobile shopping Do you have any idea on how Ebay can optimize and improve the current delivery system? What are you expectations? Where does it currently go wrong? What improvements are needed? Do you have any idea on how Ebay can optimize and improve the customer service policies? What are you expectations? Where does it currently go wrong? Do you have any idea on how Ebay can optimize and improve the mobile shopping experience? What are you expectations? Where does it currently go wrong?
    52. 52. 79 THELOUNGE
    53. 53. 80 Meet eBay Meet Katia THELOUNGE Topic title Topic title Topic title Topic title Topic title Topic title Topic title Topic title
    54. 54. 81 THEPHOTOSTORE
    55. 55. 82 THEPHOTOSTORE
    56. 56. 83 BEHINDTHESCENES
    57. 57. What about mobile Market research?
    58. 58. ? ?? ? Exploring
    59. 59. Recruitment Mobile = online + offline research
    60. 60. Should we worry? Socio demographics Technological advancedEngagement
    61. 61. ? ? ? 1/Recruitment
    62. 62. Profile? Impact? Satisfaction?
    63. 63. Time to reach 400 participants? 4 hours 4 days 4 weeks @McDonaldSimon @Anoukw1
    64. 64. Get access to real behaviour! New information
    65. 65. 2/ Marketing ? ? ? 1/Recruitment
    66. 66. How about mobile & MROCs?
    67. 67. 15 inch 4,3 x less engagement? 3,5 inch
    68. 68. Does mobile make community members less engaged?
    69. 69. Yes No Using the mobile app really helps me staying in touch more with the community “ “ Does mobile make community members less engaged?
    70. 70. 15 inch Mobile leads to less rich data? 3,5 inch Yes NoNo
    71. 71. Members don’t post more, but… …more contextual & personal stuff
    72. 72. More engagement Richer contributions
    73. 73. Going beyond the method
    74. 74. 2/ Marketing ? ? 1/Recruitment 3/ Communities
    75. 75. And... in all phases of the research!
    76. 76. 2/ Marketing ?1/Recruitment 3/ Communities 4/ Reporting
    77. 77. The rising star in qualitative research?
    78. 78. ‘Online Communities’ become more and more a true ‘Fusion Research’ tool that allows for ‘triangulation’ on different levels. Leading to more valid research results, fresh inspiration and a deeper understanding of the issue researched. Frédéric Gennart / Inter IKEA Systems
    79. 79. @tomderuyck
    80. 80. Central Research Nerve System
    81. 81. What could be the result? IKEA CASE: Fusion with Implicit Measurement
    82. 82. An icon of a global brand
    83. 83. 360 evaluation
    84. 84. Before: focus groups
    85. 85. From good to great Focus groups were only giving a snapshot of reality Limited time spent with consumers and a limited portfolio of research techniques possible Largely determined by the quality and experience of the moderator Internal stakeholders do not follow sessions that often
    86. 86. After: Research Communities
    87. 87. Triangulation Data Method Environmental Theory Investigator
    88. 88. Doing things faster and more cost-efficient Gaining a higher quality of data & deeper insights Doing things that were just not possible before Evaluation of a method
    89. 89. 5 countries (USA, China, Poland, Italy & Germany)
    90. 90. #1 Reason to participate #2 Conversation guide #3 Role of the moderator #4 Gamification Different country, different story
    91. 91. Expectations towards the brand & the Catalogue? First impressions & second thoughts? Conversion and impact on the brand? Evaluation of the 2013 Catalogue Phase 1 Who is the reader?
    92. 92. Results Right direction Improvements to the Catalogue Revision of the mobile application
    93. 93. Phase 2 Reactivation of the communities to test cover ideas for the 2014 Catalogue
    94. 94. Participants > Consumer Consultants
    95. 95. Emotional/ implicit measurement
    96. 96. Battle of the covers
    97. 97. Results Feedback for creatives Clear direction
    98. 98. What could be the result? YELO CASE: Fusion with Social Media Research
    99. 99. @tomderuyck
    100. 100. Leveraging research results to the max!
    101. 101. Diffusing research results should be like getting those small Magic Boxes from McDonald’s: blending results, stories and quotes Carole Lamarque / Linkman
    102. 102. Conversations from external stakeholders Conversationsfrominternalstakeholders Proud company Conversation company Boring company Adored company Communication is key!
    103. 103. Total consumer immersion
    104. 104. Internal
    105. 105. Internal
    106. 106. Internal
    107. 107. Internal
    108. 108. Internal
    109. 109. External
    110. 110. What about the future of market research?
    111. 111. Smart Cookies academic backbone sector expertise marketing consulting innovative methods change agent engagement & activation Creative Solid
    112. 112. We are never done
    113. 113. @tomderuyck Ready for a bright future? Head of Research Communities