Consumer Collaboration for Business Insights Magic
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By Erica Van Lieven, Direction First. Presented at Crowdsourcing Week Global 2015. Learn more and join us at our next event: www.crowdsourcingweek.com
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Consumer Collaboration for Business Insights Magic
- 4. 89% 35% 25% 75% …want to help companies improve their offerings for the market. …had an experience in collaborating with companies in that way. … puts "involving customers to improve products and services" in the top three ways a company or brand can give them a "wow" feeling. …want to be a participant in a Consumer Consulting Board. THE NUMBERS
- 5. CROWD SOURCING THE FUTURE OF RETAIL
- 6. THE RESEARCH JOURNEY Retailer crowd sourcing and collaboration Consumer Consulting Board National quantitative survey Interactive retailer website with short questionnaire interested and interesting consumers from across the AMP portfolio 1000 Australian and 500 New Zealand shoppers Omni Channel communication delivery to retailers using visual website and video Omni Channel Communication
- 7. CROWD SOURCING TO INFORM THE DISCUSSION GUIDE
- 10. Interested & Engaged shoppers THE SHOPPERVATION COMMUNITY WHO WE SPOKE TO
- 11. LOOKING THROUGH DIFFERENT EYES Finding/identifying interesting trends WEIGHING IT UP Understanding the meaning of value BACK AND FORTH IN TIME Exploring past, present and future trends WEEK 1: LOOKING WITH DIFFERENT EYES
- 12. Exploring shopping touch points to feel forward to the future…. Back and forth in time WEEK 2 – TREND EXPLORATION HUB
- 13. ONGOING – TREND SPOTTING CORNER MEMORABLE MOMENTS Exploring how to create valuable and memorable moments for customers SOMETHING TO INSPIRE YOU Inspirational links to explore COOL IDEAS OR TRENDS Exploring ideas and trends
- 14. The Consulting Consumer http://www.ampcscresearchhub.com.au/reports/the-consulting-consumer/index.html CROWD SHARING THE OUTCOMES
- 15. FROM INDIVIDUAL TO COLLECTIVE WISDOM
- 16. BETTER PROBLEM CREATION 33% reorientation of the research THROUGH BIGGER BUY IN
- 17. FROM SHARING *CONSUMER NEWS UPDATES TO SEEDING
- 18. WHAT’S NEXT? EXECUTIVES MANAGEMENT FRONTLINE STAFF Levelintheorganisation HIGHLOW DIRECT INDIRECT Relationship with consumers FROM TEAMS ORGANISATION TO THE
- 19. WHAT’S NEXT? FROM KNOWING TO EXPERIENCING IT RESULTS
- 20. FROM PROJECTS TO HABIT CREATION WHAT’S NEXT?
- 22. directionfirst.com +61 2 8354 4800 +61 2 9357 1666 info@directionfirst.com linkedin.com/company/direction-first #directionfirst DIRECTION FIRST 10 Elizabeth Street Paddington, NSW, 2021, Australia #insites insites-consulting.com
Editor's Notes
- Case study presentation to demonstrate the value added to commercial insight through utilising crowdsourcing at the front end of the project definition, to guide the insights on the topic of the future of retail
- *Based on a study in Spring 2013 with 3485 Millennials from 13 countries: This shows that consumers / fans want to have their say in the future of “their” brands… they are more EMPOWERED because of the rise of social media…… and have higher expectations… as a result, they want and expect to be involved in the future of your brand / company… THEY WANT REAL 2-WAY COMMUNICATION
- What do retailers say about the future of shopping?
- Whats is a consumer consulting Board? Asyncronous, closed platform, generally 50-150 people, qualitative in nature, deep dive, strategic, faciliates multiple options for engagement both for the target group, in this case the most media savy group every, If qual groups are your benchmark, A CCB is more people for longer In this instance it facilitated triangulation environmentally and for investigators. An example of investigator triangulation is using respondents as co researchers, they review our findings for our blind spots ( im not a gen y!) depending on the topic between 20%—40% additional insights are found for curated pieces of data that involve participants in the analysis process hat makes research communities unique is that they assemble a crowd in an asynchronous long term setting by applying social media techniques. Companies outsource certain tasks to that crowd (e.g. product and service creation and testing) in an open call in order to bring consumers into organizations all the way up to the boardroom. Hence, research communities are a form of “crowdsourcing”. The strength of crowdsourcing is the extent of social interaction, namely the combination and exchange of knowledge – which is stimulated in online communities.
- Trend watching boot camp, getting to know each other
- Crowd sourcing to inform the research problem
- To start with, a total of 37 employees took part in the mind-mapping exercise, adding 253 relevant entries to the collaboration tool. This number exceeds normal participation in a kick-off meeting meaning that this approach lead to an increased internal buy-in for the study even before starting. It helped us identify common beliefs in the organization and spot polarized opinions that would allow us to create a positive disruption with the research. At the reporting stage, we were therefore able to contrast internal perceptions on certain consumer topics with the findings. For example, one of the deliverables that the research lead to was the development of needs-based segmentation. Upfront in the mind-mapping exercise, we asked Telefonica Commsemployees to describe current and future users and non-users of video communication. Based on the input of the mind map, we created a first set of personas –existing only in the head of the employees prior to the research. When our Consumer Consulting Boards were finished, we compared them with the segments based on the research data highlighting gaps and similarities with previous thinking. So, didourtime spenton problemcreationpayoff? 1. 2.
- STUDIE ANNELIES, FRONTDESK EMPLOYEES, % LOYALTY
- "an idea, behavior, or style that spreads from person to person within a culture."
- PRIVATE BETA – INNOVATIE PROJECT