A-HA! Moving research from a cost centre to a knowledge centre

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delivered at ESOMAR Asia Pac in Beijing April 09. How using online research communities to moving research from a cost centre to a knowledge centre and put the customer at the centre of the business

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A-HA! Moving research from a cost centre to a knowledge centre

  1. 1. A-HA! Moving research from a cost centre to a knowledge centre April 2009 Peter Harris Managing Director, Colmar Brunton http://fc97.deviantart.com/fs28/f/2008/084/7/d/reach_for_knowledge_by_ramybws.jpg
  2. 2. Pictures adapted from Ivory Tower Syndrome Tone Deafness Corporate Disconnect Cost Centre Walls Of Separation
  3. 3. The War Is On
  4. 4. “Marketers need to know what is relevant to their consumer today and not what was relevant in 2008… and then focus on the critical things that will appeal to consumers at this time” Helen Farquhar, McDonalds Australia Director of Marketing
  5. 5. The Old Way
  6. 6. One Way Dialogue
  7. 7. Little buy-in or shared learning among stakeholders
  8. 8. Build the factory, then tear it down http://www.flickr.com/photos/monkeyiron/367271228/sizes/l/
  9. 9. What Happened, Why Now!
  10. 10. Social Media Happened
  11. 11. Creating an explosion in online conversations
  12. 12. From Passive Consumption to Active Participation
  13. 13. We need a new model Research 2.0
  14. 14. Research Evolved
  15. 15. Who should lead and manage the conversation?
  16. 16. Accountants
  17. 17. Our Competitors Are Transforming
  18. 18. “More than 60% of Fortune 1000 companies will connect to or host a form of online community by 2010.” Gartner.com, October 6th 2008
  19. 19. Brand Communities Adidas insiders Chrysler Listens Ambrielle Team Generation Benz
  20. 20. “50% of companies that start an online community will fail to establish a mutual purpose ultimately eroding customer and company value” Gartner.com, October 6th 2008
  21. 21. We Need To Step Up
  22. 22. The New Way
  23. 23. All departments of A private branded online Your communities company can engage and community is a dialogue focused conversations with your benefit from the on improving your offering brand community Marketing Innovation Research Retail Brand Strategic Sales Planning Brand Community Customer HR Service
  24. 24. What is a Market Research Online Community? “Private, branded, online space, where 100‟s or 1000‟s of invited consumers or prospects regularly spend time generating ideas, offering advice to you and to one another, sharing experiences and feelings, discussing trends, and helping you figure out your marketing and business issues.”
  25. 25. 37% of members contribute daily and 89% contribute monthly Communispace 2008
  26. 26. Over 80% of people say they are willing to participate in online company communities Your Source; Australians 18+; online users
  27. 27. Willingness spans a variety of areas Interacting with Having a direct other community impact on the members company Getting a behind- 48% the-scenes look at 58% the company 61% Interacting with company decision What would be makers of interest if you 49% joined a brand Giving input on Previewing/Input on new community? advertising/marketing product's/services campaigns before anyone else 68% 84% Other 4% Your Source; Australians 18+; online users; say they are willing to participate in company online communities
  28. 28. The research findings from an online community can be more useful for decision making than other research for the following reasons:
  29. 29. Reason # 1: Knowledge is built quickly
  30. 30. Reason # 2: More debate between members + richer quality of response
  31. 31. Reason # 3: Closer consumer contact among stakeholders
  32. 32. Reason # 4: Reduced surveying costs
  33. 33. More Than Research Market & Customer Insight Customer-Driven Innovation Brand Advocacy
  34. 34. Cost Centre Knowledge Centre Sales Knowledge Retail Marketing GAP The Customer Your Company HR Research Customer Community Customer Service Innovation PR
  35. 35. Designed to eliminate wasted time and energy
  36. 36. More Efficient Traditional Focus Online Research Community Group Cost is ≤ 3 traditional focus Significantly $8,000 to $15,000 per individual focus groups Lower Costs (supporting many more group research events) Increased 2 weeks Productivity to hold 12 focus groups to hold 12 online research in 6 cities community activities with no travel required
  37. 37. Market Pricing For Online Communities „The Business Case For Online Communities‟ presentation developed by Mzinga and authored by Don Tapscott (Author of Wikinomics), Barry Libert (Author, We Are Smarter Than Me‟), Aaron Strout (VP New Media at Mzinga), http://www.slideshare.net/whatidiscover/the-business-case-for-online-communities-presentation
  38. 38. Demonstrated ROI „The Business Case For Online Communities‟ presentation developed by Mzinga and authored by Don Tapscott (Author of Wikinomics), Barry Libert (Author, We Are Smarter Than Me‟), Aaron Strout (VP New Media at Mzinga), Slide sourced to Mukund Mohan, Best Engaging Communities http://www.slideshare.net/whatidiscover/the-business-case-for-online-communities-presentation
  39. 39. Marketing 2.0
  40. 40. Takeaways 1. Online communities help companies and their employees join the conversation, literally 2. Online communities need to become the centralised hub for business decision making, where all stakeholders collaborate in an iterative manner, managed and led by market researchers 3. Putting an online community at the centre of your organisational decision making is the key to getting closer to consumers and therefore delivering competitive advantage 4. Online communities provide additional benefits of customer collaboration and brand advocacy 5. Online communities refocus and realign the organisation around the customer
  41. 41. Once this is in place and working efficiently, it will ensure that research moves from being a cost centre to a knowledge centre and business will take notice
  42. 42. Cost Centre Knowledge Centre Walls Of Separation Sales Corporate Disconnect Ivory Tower Syndrome Marketing Retail Tone Deafness HR Research Customer Community Customer Service Innovation PR Pictures adapted from
  43. 43. A-HA! Moving research from a cost centre to a knowledge centre April 2009 Peter Harris Managing Director, Colmar Brunton http://fc97.deviantart.com/fs28/f/2008/084/7/d/reach_for_knowledge_by_ramybws.jpg

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