Presented by Tom De Ruyck, Head of Research Communities, Insites Consulting & Joella Marsman, Consumer Insights Manager, HJ Heinz at Qualitative360 Asia 2013 19-21 November 2013, Singapore This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://qual360.com/

1. November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360

2. Platinum Sponsor
Media Sponsors
Association Partners

22. 1
MROCs Challenges & Opportunities
What are the challenges and opportunities to sell this internally and externally
Outline
Company
(impact on the company)
Research objective & approach
?
Challenges
(fears, barriers, disadvantages.)
Meet the UK mums
?
Moments & Needs:
A week in the life of a UK mum
Opportunities
Opportunities
?
?
Consumer
(impact on consumers)
(Drivers, advantages.)

23. 1
Structural collaboration with consumers
What are the challenges and opportunities to collaborate & co-create with consumers?
Outline
Company
Resistance for new initiatives
(impact on the company)
Cost-efficient
Positive WOM
Research objective & approach
Kill own ideas
Are we open-minded?
Loads of unstructured info
Unsure results
Challenges
(fears, barriers, disadvantages.)
Brand positive efforts
Meet the UK mums
Consumer relevant ideas
Moments & Needs:
Unsolicited feedback
A week in the life of a UK mum
Opportunities
Heavy workload
Fun
No ‘salary’ for ideas
Helping others
Good ideas, not executed
Other ways to get famous
with my ideas
(Drivers, advantages.)
Opportunities
Recognition from the company
Consumer
(impact on consumers)
Skill development
Information seeking
Personal need

24. 1
Structural collaboration with consumers
What are the challenges and opportunities to collaborate & co-create with consumers?
Outline
Company
(impact on the company)
Resistance for new initiatives
Kill own ideas
Are we open-minded?
Loads of unstructured info
Share results & ROI examples of MROCs
Research objective & approach& position it well
Gather ideas from all stakeholders
Start with a mums
Meet the UK pilot that is adapted to the culture
Visualize the data in KIS & FUN way
Moments & Needs:
Reporting models formulated in
A week in the life of a UK mumadvance
Opportunities
Unsure results
Challenges
(fears, barriers, disadvantages.)
Opportunities
Heavy workload
No ‘salary’ for ideas
Good ideas, not executed
Other ways to get famous with my ideas
(Drivers, advantages.)
Balance tasks & exercises
Giving recognition& status (e.g. PR mentions)
Manage expectations from the start
Making things better together is more important
than individual prestige
Consumer
(impact on consumers)

26. Insighting
Developing
Business
Objectives
Optimizing
Implementing

42. 2
Design the community
How will your community be setup?
3/ What are your questions & tasks for the
consumers?
• ..
• ..
2/ What’s the main goal of your community?
• ..
• ..
1/ Who will you select (profile, number)?
• ..
• ..
3/ Questions &
tasks
2/ What
1/ Who

44. CHOOSING YOUR
Pilot Project

47. Conversations from internal stakeholders
Communication is key!
Proud
company
Conversation
company
Boring
company
Adored
company
Conversations from external stakeholders

48. Internal

49. Internal

50. Internal

51. Internal

53. External

54. 3
How to make MROC results impactful: internal & external
How can your community results be used internal and external to create most impact?
How
Outside the
company
Within the
company
Who
?
?
?
?

55. 3
How to make MROC results impactful: internal & external
How can your community results be used internal and external to create most impact?
Outside the
company
Within the
company
Who
How
Board
Video’s & info graphics
Brand Management
Playing games about consumers
R&D & Research
Workshops & reports
All employees
Consumer news (online & offline)
Brand fans & users
New & social media
Consumers
General & niche/trade press PR
Adversaries
Conversation management

61. It’s an EVOLUTION,
not a REVOLUTION!

62. Sharing
IS caring

65. linkedin.com/in/tomderuyck
@tomderuyck
tom@insites-consulting.com
www.insites-consulting.com
New York – London – Ghent – Rotterdam – Timisoara

66. Platinum Sponsor
Media Sponsors
Association Partners

67. November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360