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Esomar Online Research Oct282009
Esomar Online Research Oct282009
Esomar Online Research Oct282009
Esomar Online Research Oct282009
Esomar Online Research Oct282009
Esomar Online Research Oct282009
Esomar Online Research Oct282009
Esomar Online Research Oct282009
Esomar Online Research Oct282009
Esomar Online Research Oct282009
Esomar Online Research Oct282009
Esomar Online Research Oct282009
Esomar Online Research Oct282009
Esomar Online Research Oct282009
Esomar Online Research Oct282009
Esomar Online Research Oct282009
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Esomar Online Research Oct282009

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  • 1. Dan CoatesglobalparkOctober 28th, 2009<br />Customer Advisory Panels and Advocacy Networks<br />
  • 2. Mainstream: Customers as Advisors<br />2<br />©2009 Globalpark AG<br />“Nearly half of marketing leaders<br />plan to tap consumer communities<br />to help guide new product development and design.”<br />Forrester Research, April 2009<br />
  • 3. An integrated platform that encompasses<br />Recruitment<br />Communications<br />Quantitative &amp; Qualitative data collection<br />Incentive management<br />Plus<br />Online ethnography<br />Collaborative, real-time, product innovation<br />3<br />©2009 Globalpark AG<br />Advisory CommunitiesWhat are they?<br />
  • 4. Advisory Communities The Benefits<br />Rapid turnaround<br />Low cost <br />Longitudinal insights<br />Consumer empowerment<br />Reliable results<br />4<br />©2009 Globalpark AG<br />
  • 5. More panels die of neglect than overuse<br />Companies that enable feedback across multiple departments see exponential increases in value<br />Don’t go it alone<br />5<br />©2009 Globalpark AG<br />Advisory Communities It takes a researcher…<br />
  • 6. Advocacy Networks<br />Turn your best customers into yourbest marketers<br />Empower advocates across existing social media and networking sites<br />6<br />©2009 Globalpark AG<br />
  • 7. 7<br />©2009 Globalpark AG<br />500,000 Consumers<br />Brand A<br />Brand B<br />Brand C<br />Advocacy Networks<br />100,000 Opinion Leaders<br />Segmentation<br />80,000 Satisfied Opinion Leaders <br />Product SamplingSatisfaction Survey<br />~1.5 MILLION Positive “conversations” pre-launch<br />Recommendations(average 18 each)<br />
  • 8. Typical Results<br />A cost-effective way to gain insights that drive product innovation and extend loyalty, revenue and reach<br />8<br />©2009 Globalpark AG<br />Reach<br />Revenue<br />Loyalty<br />Costs<br />
  • 9. ©2009 Globalpark AG<br />Goals<br />Test new product concepts among key targets<br />Household composition<br />Where they shop<br />What they buy<br />Invite panelists within the Minneapolis market area for sensory testing at their test kitchens<br />General Mills:Consumers Matter<br />9<br />
  • 10. ©2009 Globalpark AG<br />Solution<br />General Mills deployed a number of advisory communities to conduct qualitative &amp; quantitative research <br />Respondents recruited via multiple methods <br />Segmentation and profiling enables targeting according to household composition, the types of products bought and where they shop<br />General Mills:Consumers Matter<br />10<br />
  • 11. ©2009 Globalpark AG<br />Results <br />At-the-ready respondents scale research efforts while keeping costs down <br />Project volumes have increased to 1,500+ per year<br />Per project costs have been reduced to &amp;lt;$2,500 <br />General Mills:Consumers Matter<br />11<br />
  • 12. Goals<br />Amplify the voice of the customer across the entire business<br />Create market-driven products/offers<br />Be able to quickly impact sales <br />Esprit: Customers matter<br />Esprit At-A-Glance<br /><ul><li> Founded in 1968
  • 13. 5 continents, 40+ countries
  • 14. 640 freestanding stores
  • 15. 12,000+ wholesale customers
  • 16. 20,000+ products designed each year
  • 17. 12 product lines</li></li></ul><li>Solution<br />1.5 million members <br />Recruitment with valued customer club, newsletters and raffles<br />Systematic product testing<br />Coupon incentive management<br />Esprit: Customers matter<br />
  • 18. Results<br />Increased revenue attributed to market-driven products, campaigns <br />More efficient tracking and management of customer communications<br />On-demand lever to spike sales <br />Engaged customers<br />Esprit: Customers matter<br />DecreasedCosts<br />Engaged <br />Customers<br />Increased Revenues<br />
  • 19. Questions? <br />Daniel Coates<br />President<br />Daniel.Coates@globalpark.com<br />www.globalpark.com<br />Reliable <br />15<br />©2009 Globalpark AG<br />
  • 20. If you build it, who will come?<br />16<br />©2009 Globalpark AG<br />

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