Esomar Online Research Oct282009

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Esomar Online Research Oct282009

  1. 1. Dan CoatesglobalparkOctober 28th, 2009<br />Customer Advisory Panels and Advocacy Networks<br />
  2. 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. 3. An integrated platform that encompasses<br />Recruitment<br />Communications<br />Quantitative & 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. 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. 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. 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. 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. 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. 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. 10. ©2009 Globalpark AG<br />Solution<br />General Mills deployed a number of advisory communities to conduct qualitative & 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. 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 &lt;$2,500 <br />General Mills:Consumers Matter<br />11<br />
  12. 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. 13. 5 continents, 40+ countries
  14. 14. 640 freestanding stores
  15. 15. 12,000+ wholesale customers
  16. 16. 20,000+ products designed each year
  17. 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. 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. 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. 20. If you build it, who will come?<br />16<br />©2009 Globalpark AG<br />

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