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Esomar Online Research Oct282009
 

Esomar Online Research Oct282009

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    Esomar Online Research Oct282009 Esomar Online Research Oct282009 Presentation Transcript

    • Dan CoatesglobalparkOctober 28th, 2009
      Customer Advisory Panels and Advocacy Networks
    • Mainstream: Customers as Advisors
      2
      ©2009 Globalpark AG
      “Nearly half of marketing leaders
      plan to tap consumer communities
      to help guide new product development and design.”
      Forrester Research, April 2009
    • An integrated platform that encompasses
      Recruitment
      Communications
      Quantitative & Qualitative data collection
      Incentive management
      Plus
      Online ethnography
      Collaborative, real-time, product innovation
      3
      ©2009 Globalpark AG
      Advisory CommunitiesWhat are they?
    • Advisory Communities The Benefits
      Rapid turnaround
      Low cost
      Longitudinal insights
      Consumer empowerment
      Reliable results
      4
      ©2009 Globalpark AG
    • More panels die of neglect than overuse
      Companies that enable feedback across multiple departments see exponential increases in value
      Don’t go it alone
      5
      ©2009 Globalpark AG
      Advisory Communities It takes a researcher…
    • Advocacy Networks
      Turn your best customers into yourbest marketers
      Empower advocates across existing social media and networking sites
      6
      ©2009 Globalpark AG
    • 7
      ©2009 Globalpark AG
      500,000 Consumers
      Brand A
      Brand B
      Brand C
      Advocacy Networks
      100,000 Opinion Leaders
      Segmentation
      80,000 Satisfied Opinion Leaders
      Product SamplingSatisfaction Survey
      ~1.5 MILLION Positive “conversations” pre-launch
      Recommendations(average 18 each)
    • Typical Results
      A cost-effective way to gain insights that drive product innovation and extend loyalty, revenue and reach
      8
      ©2009 Globalpark AG
      Reach
      Revenue
      Loyalty
      Costs
    • ©2009 Globalpark AG
      Goals
      Test new product concepts among key targets
      Household composition
      Where they shop
      What they buy
      Invite panelists within the Minneapolis market area for sensory testing at their test kitchens
      General Mills:Consumers Matter
      9
    • ©2009 Globalpark AG
      Solution
      General Mills deployed a number of advisory communities to conduct qualitative & quantitative research
      Respondents recruited via multiple methods
      Segmentation and profiling enables targeting according to household composition, the types of products bought and where they shop
      General Mills:Consumers Matter
      10
    • ©2009 Globalpark AG
      Results
      At-the-ready respondents scale research efforts while keeping costs down
      Project volumes have increased to 1,500+ per year
      Per project costs have been reduced to <$2,500
      General Mills:Consumers Matter
      11
    • Goals
      Amplify the voice of the customer across the entire business
      Create market-driven products/offers
      Be able to quickly impact sales
      Esprit: Customers matter
      Esprit At-A-Glance
      • Founded in 1968
      • 5 continents, 40+ countries
      • 640 freestanding stores
      • 12,000+ wholesale customers
      • 20,000+ products designed each year
      • 12 product lines
    • Solution
      1.5 million members
      Recruitment with valued customer club, newsletters and raffles
      Systematic product testing
      Coupon incentive management
      Esprit: Customers matter
    • Results
      Increased revenue attributed to market-driven products, campaigns
      More efficient tracking and management of customer communications
      On-demand lever to spike sales
      Engaged customers
      Esprit: Customers matter
      DecreasedCosts
      Engaged
      Customers
      Increased Revenues
    • Questions?
      Daniel Coates
      President
      Daniel.Coates@globalpark.com
      www.globalpark.com
      Reliable
      15
      ©2009 Globalpark AG
    • If you build it, who will come?
      16
      ©2009 Globalpark AG