Connected Research


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Connected Research

  1. 1. ‘Let’s get connected!’ Introduction Connected Research 1
  2. 2. InSites Consulting is the first to really embed ‘Web 2.0’ Top down Online QT + Offline QL 1997 Web 1.0 Research Bottom-up A new consumer Web 2.0 New challenges for marketeers Conversation Cooperation New client expectations Empowerment of the masses A new type of respondents A world of perfect information Connected marketplace Consulting Customer Solutions Focus Attitude Everyone is a critic now Connected Tools 2008 Quality Old media losses We are the media Innovation QL ‘New’ Style Orientation Disloyal Vengeful Sceptic Driven Introduction Connected Research 2
  3. 3. InSites Consulting is the first to really embed ‘Web 2.0’ To a new form of participation research... Traditional Online Research Connected Research company company consumer consumer consumer consumer learn from the learn from consumer consumer! interactions! Connected Research uses online tools to tap into social interactions between people and allows a more equal relationship between researchers and participants. Introduction Connected Research 3
  4. 4. InSites Consulting is the first to really embed ‘Web 2.0’ Introduction Connected Research 4
  5. 5. Online Desk Community Tracking Bulletin board Comments Online Discussion Blogs Groups User Coded / Tagged Open‐ended Brainstorm Introduction Connected Research 5
  6. 6. Desk Research ‘Web 2.0’ inspired Introduction Connected Research 6
  7. 7. Desk Research Consumers are posting, reviewing, re-selling, discussing, sharing, and creating via “Web 2.0” platforms Blog tracking sites can offer you quite rich information on any topic of interest. Examples are: Introduction Connected Research 7
  8. 8. Web 2.0 tools in support of primary research Introduction Connected Research 8
  9. 9. Bulletin Boards & Communities It's easy to understand the survival of popular traditional techniques such as syndicated market research, simplistic quantitative surveys, and focus groups, [yet] conventional research methods often gather incomplete information. McKinsey Quarterly Introduction Connected Research 9
  10. 10. Bulletin Boards ‘Bulletin boards’ allow for asynchronous threaded discussions over a longer period of time involving more participants. Participants can return to topics and react on each others’ comments while research moderation is low to medium. Discussion boards are very useful to gather opinions about a specific event, topic or stimulus. For business-to-business studies bulletin boards are be very convenient since professionals can provide at their own convenience from every location. Bulletin Board applications are also used in quantitative studies to offer participants the opportunity to provide additional comments outside the scope of what the research has foreseen. Market insights Product innovation Brand & communication Customer experience & behavior management management management Track and capture Consumer behavior Additional comments on comments before, during Elicit critical incidents studies a product concept and after a promotion Introduction Connected Research 10
  11. 11. Online Community Research ‘Communities’ are platforms which comprise many participants and last several weeks or months, thus generating a permanent discussion. Participants are recruited and screened to ensure a common interest and ongoing involvement. The moderator is a trustful and inspirational catalyst. To engage participants fully, research communities rely on an integrative set of research tools (e.g. multi-media uploads, community member tasks, special live guests, brainstorm tools). A derivative of such an approach is that communities truly bring the consumer alive in the board room. And it offers you the ability to engage consumers in product and campaign development. Market insights Product innovation Brand & communication Customer experience & behavior management management management Long term consumer Idea screening and Campaign screening Product experience needs studies co-creation and co-creation (beta)testing Introduction Connected Research 11
  12. 12. Online Community Research Screening via online questionnaire & Information needs & flow sub(topics) Invitation 1 EXPLORATORY GENERAL INFO 2 COMMUNITY RULES CONCRETE + LEGAL PROCEDURE Analysis & interpretation of the results by Online discussion forum qualitative consultants & domain experts (minimal catalyst interaction + activation + special guest) 6 3 Co-creation phase Journalist makes summary (User-created Brainstorm + & community comments discussion in Community & Online Discussion Groups) 5 4 Introduction Connected Research 12
  13. 13. Online Community Research Different Several topics can be discussed simultaneously in the community. topics Topic split Topics that prove to be richer & more complex than anticipated by ( new ones) marketers, can be split based on intense consumer interaction. Consumers are actively involved in ensuring the quality of the Social discussion, through the opportunity to flag inappropriate behaviour of control peers. Activation Besides monitoring the discussions, InSites can activate - specific profiles - (based on community interaction) throughout the whole letters process. Domain experts (could be a marketeer who values the input of the Journalists & community) are giving an extra push to the discussion. Community experts journalists report in an objective way about the opinions of the community members. Introduction Connected Research 13
  14. 14. Online Discussion Groups New methods are being tried out that will break with tradition and will see brands, customers, and researchers working collaboratively to improve brands, for the benefit of consumers and with increasing amounts of ownership by those consumers. McKinsey Quarterly Introduction Connected Research 14
  15. 15. Online Discussion Groups ‘Online Discussion Groups’ enable a synchronous conversation of around two hours involving 6 to 8 participants. Researchers have the option to moderate the conversation intensively and feed ideas to participants for inspiration, or researchers can equally encourage free interaction to maximize spontaneity. Online Discussion Groups allow using a variety of projective, drawing, sorting, uploading and media sharing techniques. Discussion groups can be used stand-alone or to tune conclusions of a quantitative study. In business-to-business research these tools are handy for group – but even individual – interviews as professionals do not need to travel. Market insights Product innovation Brand & communication Customer experience & behavior management management management Associations, comprehen- Illustrate buying Product concept & Sharing experiences with sions and judgements of behaviour packaging optimization transactions or a company messages and executions Personify Clarify results from a Brand equity and Clarify (dis)satisfaction with market segments product /in-home user test personality exercises transactions or a company Introduction Connected Research 15
  16. 16. Online Discussion Groups White board: image, video, text, pointing, drawing,.... Moderator guide Chat discussion between List of participants Moderator notes participants & moderator Introduction Connected Research 16
  17. 17. Online Discussion Groups Online groups overall generate the same findings as offline groups Smart & adaptive moderation Natural style generates less interaction From “ad rem” scratcing to deep diving Richer than traditional focus groups Projective techniques work just like stimuli Speed, fun, information level ... Emotions are shared Less socially desirable and group reasoning Reasonings less far stretched Vocabulary can be different Introduction Connected Research 17
  18. 18. Homework: make an avator of a typical Belgian, French & German person User generated content is used during the online groups Introduction Connected Research 18
  19. 19. Me centered map Personification: ID card Introduction Connected Research 19
  20. 20. User-coded Open Ends Participants put a lot of effort in providing answers to our open ended questions. It is a sign of respect that researchers use this information to its maximum capacity and with the correct interpretation just as participants meant. User-created Brainstorms quot;Wise crowdsquot; need (1) diversity of opinion; (2) independence of members from one another; (3) decentralization, and (4) a good method for aggregating opinions. Introduction Connected Research 20
  21. 21. User-coded Open Ends ‘User-coded Open Ends’ allows participants to code their own open responses into structured categories which they define themselves. Participants first provide their unaided opinions about a stimulus. Next they interpret and tag their answers and assign them to categories generated by peers. Finally participants reassess the question with the entire set of user generated codes as if it was a closed ended question. This procedure has multiple advantages compared to traditional open-ended questions: richer insights, not subjectively coded by a third party and lower cost. User-coded open ends are mostly integrated into quantitative studies but can also be used in preparation for survey development, e.g. to identify response categories. Market insights Product innovation Brand & communication Customer experience & behavior management management management Code own Capturing and ranking Code own Classify experiences into spontaneous reactions likes & dislikes spontaneous outtakes peer defined categories Introduction Connected Research 21
  22. 22. User-coded Open Ends Panel experience: (Panelsatisfaction study 2006) • I find open questions annoying: 24% Labour • I find open questions too time intensive: intensive 32% Panel Cost intensive experience OPEN QUESTIONS Interpretation? No idea option Likes: 33% no idea Dislikes: 34% no idea Introduction Connected Research 22
  23. 23. User-coded Open Ends 1 Creation 2 Contextualization 3 Propagation Introduction Connected Research 23
  24. 24. User-created Brainstorms ‘User-created Brainstorms’ facilitate participants to brainstorm and think interactively about a wide variety of topics. Participants list as many of their own ideas as possible about a certain subject and track if their own ideas are already provided by other participants. If not, the new idea can be added to the list. Participants then indicate the ideas they prefer the most. User-centric brainstorms are mostly integrated into quantitative studies but can also be used as stand-alone or in preparation for survey development (e.g. to identify response categories) and reduced researchers’ blind spots. Market insights Product innovation Brand & communication Customer experience & behavior management management management Identifying moments of Insight & idea Generating a list Needs detection consumption / user needs generation of ideas or associations Introduction Connected Research 24
  25. 25. References Thank you! Questions? Come and talk to us during the drink... Introduction Connected Research 25