2. Web 2.0: new challenges for marketers & market researchers Introducing ‘Connected Research’ Desk Research ‘Web 2.0’ inspired Online Discussion Groups & Bulletin Boards Online 1/1 & Blogs Research Plug-in’s Dedicated Communities Currently in development @ InSites ForwaR&D Lab
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4. 11 mio euro turnover +2.5 mio panel members in +25 countries 80 employees Projects in +35 countries Offices in Belgium and the Netherlands Yearly growth +40% last 7 years Since 1997 Full-service Independent Working for 40% of best global brands (2008)
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6. We believe ... in the power of new research methods for better marketing decision making Informational Providing more depth to research insights Transformational Doing things that were previously not possible Automational Conducting research more efficiently
7. We believe ... in tradition Traditional methodologies are not dead Innovative solutions still require a strong backbone
8. We believe ... in connected research Everything we do is aimed at enhancing intimacy between you, your market and us. We believe ... in sharing and co-creating 5% of our turnover is invested in R&D 10 ESOMAR papers over the last 2 years Academic links all over the world No black boxes New methods are co-developed with clients
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11. InSites Consulting Web 2.0: new challenges for marketers & market researchers Introducing ‘Connected Research’ Desk Research ‘Web 2.0’ inspired Online Discussion Groups & Bulletin Boards Online 1/1 & Blogs Research Plug-in’s Dedicated Communities Currently in development @ InSites ForwaR&D Lab
18. “ Consumers are beginning in a very real sense to own our brands and participate . We need to begin to learn how to let go ” A.G. Lafley, CEO & Chairman of P&G
27. panel provider centric people / participant centric Consider repositioning from
28. Basic market research notions will change! interviewing? data collection? representativeness? sampling? unit of analysis? qualitative & quantitative?
29. InSites Consulting Web 2.0: new challenges for marketers & market researchers Introducing ‘Connected Research’ Desk Research ‘Web 2.0’ inspired Online Discussion Groups & Bulletin Boards Online 1/1 & Blogs Research Plug-in’s Dedicated Communities Currently in development @ InSites ForwaR&D Lab
31. Company Consumer Consumer Consumer Company Consumer Consumer Consumer “ Learn from consumers” “ Learn from & allow consumer interactions” a new form of participation research... Connected Research uses interactive tools to tap into social interactions between people and allows a more equal relation between researchers and participants.
32. S E M A N T I C A N A L Y S I S T R A D I T I O N A L R E S E A R C H C O N N E C T E D R E S E A R C H RESEARCH TECHNIQUES RESEARCH PLUG-IN’S OBSERVATION INTERVIEWING ONLINE DISCUSSION GROUPS ONLINE 1/1 BULLETIN BOARDS BLOGS USER-CODED OPEN-ENDS USER-CREATED BRAINSTORMS POST-ITS EXIT FORUM RESEARCH SOLUTIONS
33. InSites Consulting Web 2.0: new challenges for marketers & market researchers Introducing ‘Connected Research’ Desk Research ‘Web 2.0’ inspired Online Discussion Groups & Bulletin Boards Online 1/1 & Blogs Research Plug-in’s Dedicated Communities Currently in development @ InSites ForwaR&D Lab
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42. Expertise building as a researcher … A definition of the category universe as a study subject The components of a product category Immersion in technical matters Learn the vocabulary of the audience A list of brands and a full company profile … handy for research design development, topic guide and survey development, hypotheses generation and results presentation …
47. InSites Consulting Web 2.0: new challenges for marketers & market researchers Introducing ‘Connected Research’ Desk Research ‘Web 2.0’ inspired Online Discussion Groups & Bulletin Boards Online 1/1 & Blogs Research Plug-in’s Dedicated Communities Currently in development @ InSites ForwaR&D Lab
58. Top-of-mind fast processing Cognitive processing Ad rem Stimuli based Fleeting Social context Triggered Cognitive processing Memory
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60. InSites Consulting Web 2.0: new challenges for marketers & market researchers Introducing ‘Connected Research’ Desk Research ‘Web 2.0’ inspired Online Discussion Groups & Bulletin Boards Online 1/1 & Blogs Research Plug-in’s Dedicated Communities Currently in development @ InSites ForwaR&D Lab
65. Moderator / Catalyst A peer Trust Inspirational Collaborative Behind the scenes Connecting
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74. InSites Consulting Web 2.0: new challenges for marketers & market researchers Introducing ‘Connected Research’ Desk Research ‘Web 2.0’ inspired Online Discussion Groups & Bulletin Boards Online 1/1 & Blogs Research Plug-in’s Dedicated Communities Currently in development @ InSites ForwaR&D Lab
75. Session screenshot The respondent can see the moderator via the webcam The moderator can chat with the respondent. A private chat between moderator and clients is also possible The mouse mouvements of the respondent are shown on screen The respondent’s desktop is shown to moderator and clients
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77. Interviewing room: respondent & interviewer Observation room: clients Respondent @ home Interviewer @ InSites office Clients @ client office Traditional user experience setting OFFLINE New user experience setting ONLINE
78. After the report of the online user experience interviews was completed, it was compared to the report of the traditional user experience interviews CONCLUSION?
79. InSites Consulting Web 2.0: new challenges for marketers & market researchers Introducing ‘Connected Research’ Desk Research ‘Web 2.0’ inspired Online Discussion Groups & Bulletin Boards Online 1/1 & Blogs Research Plug-in’s Dedicated Communities Currently in development @ InSites ForwaR&D Lab
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84. InSites Consulting Web 2.0: new challenges for marketers & market researchers Introducing ‘Connected Research’ Desk Research ‘Web 2.0’ inspired Online Discussion Groups & Bulletin Boards Online 1/1 & Blogs Research Plug-in’s Dedicated Communities Currently in development @ InSites ForwaR&D Lab
92. Explore what is “Talk of the World” today among global opinion leaders Test and finetune TOW concepts for Heineken among global opinion leaders
93. overall marketing & advertising charity Corrected propagation Sample size Winners Concepts Challengers High risk List of point of sales Cursor = brand logo Brand ambassador is participating Back to basics Post messages Using song of the brand when opening site Useful information Partnerships Thank you page from brand No moving images No commercial objectives No pop - ups Mini website from brand Movies with information Information on labour conditions High quality Give gifts Images Magazines Not too exaggerated Clear order Press releases Price comparisons Targeted publicity Social consciousness Information on origin of product Presence at search engines No deception No publicity Debating Support charity Sponsorship Providing content (Mini) publicity Discounts & promotions Nice features Not too pushy Human interaction Competition with prizes Publicity optional Environment friendliness
94. Talk of the World RISK Will the TOW concept lead to polarized opinions or will it be stuck in the middle? Will these opions be shared globablly or locally? REACH Will the TOW concept appeal to everybody or to a specific group of consumers? TYPE OF TALK Will the TOW concept create buzz or lead to word-of-mouth? SUSTAINABILITY Is the TOW concept appropriate for an ongoing story or will it be a one-shot action? BRAND RELEVANCE Is the TOW concept in line with the current positioning of Heineken? TOPIC OF TALK Will consumers talk about the experience created by the WOM concept or about the Heineken brand specifically?
100. "It became apparent to me that doing online groups requires other skills in terms of moderation and other techniques than doing offline groups. Working with the experts of InSites got me through a steep learning curve". "Online research is not only doing chat sessions. The whole package of on line desk research, homework assignments for respondents, chat sessions and the use of bulletin boards in a follow up, make the difference". Bert Borggreve Consumer Insight Manager
102. InSites Consulting Web 2.0: new challenges for marketers & market researchers Introducing ‘Connected Research’ Desk Research ‘Web 2.0’ inspired Online Discussion Groups & Bulletin Boards Online 1/1 & Blogs Research Plug-in’s Dedicated Communities Currently in development @ InSites ForwaR&D Lab
111. Testing conditioning effects – Product ratings A zoom on all key scores of wave 5 Product Rating Wave 5: Cereal Sig. difference (95%) R 2 = .01 R 2 = .02 R 2 = .01 R 2 = .02 Effect size
113. InSites Consulting Web 2.0: new challenges for marketers & market researchers Introducing ‘Connected Research’ Desk Research ‘Web 2.0’ inspired Online Discussion Groups & Bulletin Boards Online 1/1 & Blogs Research Plug-in’s Dedicated Communities Currently in development @ InSites ForwaR&D Lab
114. Panel Experience panel scoring model, survey experience, talk 2 change, ... Semantic Analysis online safari, social media audit & tracking, open-ends, ... Connected Research new plug-in’s, mobile research, fusion platform, ...
