More info on KLA's MROCs

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Although counter-intuitive at first glance,
Digital allows for deeper & broader data
allowing us to build texture and insight-
rich customer realities

2. The Delights of Digital
The Online Insights Communities approach uses a social networking format to
engage consumers in qualitative discussions about brands, products & service

3. Respondents access an online platform using
their smartphone, tablet or laptop and can
participate from anywhere, not limiting
coverage to a specific geography.
In-the-moment experiences can be shared via
images and videos bringing the influences of
consumer experience and context to life. .
CONSUMERS ARE ACCESSED
ONLINE
Reaching consumers where they
are and at the time that they are
ready to engage
Typically, questions / activities are fed to
respondents over a 3 to 5-day period,
allowing them time to mull-over their
thoughts and provide rich, in-depth
responses.
[Communities can be run over several weeks if
required]
RESEARCH IS CONDUCTED OVER
SEVERAL DAYS
Allowing in-depth explorations of
a variety of topics, while
minimising respondent fatigue
LARGER, DIVERSE SAMPLES CAN
BE RECRUITED
Compared to other forms of qualitative
research, larger samples can be recruited.
Consumer identity is protected via an online
alias, fostering an environment for authentic
feedback. Questions can be collected
privately, making this platform ideal for
research of sensitive subjects.
Enabling topics to be explored by
consumer sub-groups
Uses a social networking format to engage consumers in qualitative discussions

4. The Community also has benefits for participants and clients
Ease of access
Client access
In-depth +
asynchronous
The platform is device agnostic, password protected
and secure. Respondents are able to answer at a time
that suits them from the comfort of their home.
It gives consumers the time to consider and reflect,
allowing for in-depth, considered responses.
Client has access to all activities during the running of
the community and can login and view at any time.
Clients are also able to provide input on additional
areas to be explored / probed during the course of
fieldwork
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The online community resembles a social network, however it is a private and invite-only platform, allowing for the recruitment of targeted
respondents, giving them a safe and anonymous research experience. This methodology offers the following benefits:
Consumer identity is protected via an online alias,
fostering an environment for authentic feedback.
Participants are able to engage on an individual as
well as group basis.
Security assured

5. Faceted Approach
A versatile online platform enables a variety of research techniques, delivering a multi-layered view of consumers
Talking the time to understand the
complexity of the consumer’s world…
Sometimes research objectives demand that we
understand the consumer on multiple levels, many of
which include deep seated, implicit needs and drivers.
The Online Communities approach engages consumers for
about half an hour a day, over a number of days. The real
value of this methodology is that it gives consumers time
to consider and reflect, creating the circumstances to shed
light on the more complex dimensions of their lives and
decision-making processes.

6. 6
A qualitative online insights community will allow for an in-depth exploration of consumer sentiment, needs, and expectations towards Bidvest Bank and its
competitors.
The Value of an Online Insights Community
Research orientated platform
• Provides an invite-only, easy-to-use, safe and secure platform for respondents, moderators and
clients to engage and interact with material/stimulus provided.
• Material/stimulus is aimed towards research specific activities such as discussions (private and
group), heat-mapping, mini-surveys, collages, projective techniques, ad & concept testing,
ideation sessions etc
Cost effective
• Due to the various considerations of the sample, the online community allows for a more cost-
effective access to this sample, without having to compromise along any demographic.
Platform set-up allows for in-depth response
• Extended time to engage online allows respondents the time to consider and reflect, creating the
circumstances to gain in-depth responses.
• The platform can be accessed from most devices (i.e. smartphone, tablet and laptop). Therefore,
making it convenient for respondents to provide their responses.
Expert Moderation
• The platform is meticulously monitored and moderated by professionals for several hours a day.
Encourages open and unbiased responses
• Respondents share their unbiased view in an anonymous and secure environment
The value of an Online Insights Community

7. Value of Online Insights Community
Elicits in-depth insights over a period of time
A community engages consumers for about half an hour a day over 5 days
via a research orientated online, secure platform.
The real value of this methodology is that it gives consumers the time to
consider and reflect, creating the circumstances to gain in-depth responses.
It allows for a more cost-effective access to a broad/large sample, without
having to compromise along any demographic
And allows for the exposure of multiple stimuli. Participants will be
encouraged to share photos and videos, which give greater depth and
texture to their commentary and lifestyle choices
It’s geared for research-specific activities such as discussions (private and
group), heat-mapping, mini-surveys, collages, projective techniques, ad
testing, ideation sessions etc
The platform is meticulously monitored and moderated by professionals
for several hours a day.
The platform can be accessed from most devices making it convenient for
respondents to provide their responses.

8. Insight Techniques
Understanding the customer experience and journey across multiple touchpoints
 Consumers are asked to provide text, images or video records of specific buying
experiences (pre-purchase, purchase and post-purchase)
 These may be shared publicly with the community, or privately to the moderator,
allowing for further probing
Concepts and Ads can be tested and refined prior to release
 Stimulus is presented to respondents via the platform using multimedia (images &
video)
 Consumers respond on a virtual heatmap where they drop “pins” to indicate areas of
interest and provide further commentary
Understanding consumer problems and solving for consumer needs
 A challenge is set for the research participants, and they are asked to submit ideas
and concepts
 Group members work together to “solve” the challenge, through brain-storming and
rating ideas
Ethnographic
Explorations & Diaries
Concept &
Ad Testing
Brain Storming

9. Tools that Talk
The platform facilitates
the design of activities
that are varied and
highly engaging for
respondents,
encouraging the highest
level of participation
Mini-surveys and polls can be conducted
alongside the more in-depth enquiry.
The mini-survey feature allows us to gather individual
spontaneous responses or “first impressions” before
delving deeper into the rationale behind behaviour and
attitudes.
This is particularly useful for ad, concept, and brand
territory testing where it is critical to ascertain the
respondents’ initial emotive reaction to stimuli.
The Mark Up Tool is designed for ad and
concept testing and produces a variety of
outputs including heatmaps.
Participants drop pins into areas of interest and
provide text-based commentary explaining why
they made the choice they did. Participants can also
use emoticons to tell you how the stimulus makes
them feel.
Heatmaps overlaid on top of concept
images, provides a visual summary of
consumer response.

10. Complex Functionality
The platform’s back-office has multiple-functions allowing for various levels of Community interactions including respondent dialogue, moderator probing
and client observation
Clients are able to access the
Community and view respondent
activity at any time during the
course of the enquiry.
In addition, Clients can access the
control panel, which enables them
view Community statistics and other
useful information by respondent
group classifications (e.g. age, gender,
income and race).
Note that clients cannot see any
personal information related to the
participants. This includes real names,
email address, contact details, etc.