In a modern world, what are the best ways to
find customer insights?
Ray Poynter - Director Vision Critical University
Mar...
Agenda
1. The main trends in insights
2. The strengths and weaknesses
3. Integrating the trends with communities
4. Where ...
2014 Communities Still #1
Insight communities still number 1 #NewMR technique, at #JMRX with @VisionCritical
Online Commun...
Big Data
Strengths
• Cheap if you are already
collecting it
• Product and service management
• Quantification
Weaknesses
•...
Social Media Analytics
Strengths
• Authentic voices
• Richer and deeper
• Answers to questions you didn’t
ask
Weaknesses
•...
Text Analytics
Strengths
• Handles quant amounts of qual data
• Cheaper and faster than humans
• More consistent than huma...
Mobile
Strengths
• Mobiles are always with us
• Faster responses
• Adds passive data
• Adds multimedia
Current Weaknesses
...
Mobile is more than just surveys
Mobile is about much more than just surveys, #newmr #JMRX
APAC insight community of the year SingTel are a great role model for #NewMR
10
Three communities already, more on the way
SingTel shows communities are for rich and developing economies in APAC #JMRX
Private, branded, online customer
community
• Private
• Branded
• Customers
• Long term
• Community
Most insight communiti...
SingTel Digital Advisors, last 6 months
• 65 activities
• App trials
• Concept tests
• Focus groups, online discussions, p...
Read more about it
To learn more about communities, check out Vision Critical University @VisionCritical
Making a Difference
@RayPoynter is about to show examples and reasons for insight community growth
Increasing the ROI
Good insight communities have higher response rates, and usually do more projects #mrx
All parts of the business
Insight
Community
Insights
Production
NPD
HR
Finance
Marketing
CEO
Brand
Managers
Good communiti...
Co-creation, collaboration & crowds
There are more smart people outside your organisation than inside it – leverage them!
Leveraging third parties
Not one company has all the answers, mix and blend your #NewMR solutions
Strategic and tactical
Communities can be strategic and tactical, it does not have to be one or the other, #JMRX
The future?
1. Observational data – passive data
2. Single source data – big data
3. The collaborative economy
4. Automato...
Thank you
Questions?
@RayPoynter is taking questions at #JMRX in
Tokyo, check out
http://www.visioncritical.com/university...
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Jmrx 2014年3月ray poynter march 2014 v2 mx

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Jmrx 2014年3月ray poynter march 2014 v2 mx

  1. 1. In a modern world, what are the best ways to find customer insights? Ray Poynter - Director Vision Critical University March, 2014 E-mail: Ray.Poynter@VisionCritical.com @RayPoynter is about to show the latest #NewMR trends at #JMRX in Tokyo
  2. 2. Agenda 1. The main trends in insights 2. The strengths and weaknesses 3. Integrating the trends with communities 4. Where next? @RayPoynter is about to share his #NewMR thoughts at #JMRX
  3. 3. 2014 Communities Still #1 Insight communities still number 1 #NewMR technique, at #JMRX with @VisionCritical Online Communities Mobile Surveys Social Media Analytics Text Analytics Big Data Analytics Webcam-based Interviews Eye Tracking Mobile Qualitative 44% 50% 28% 45% 47% 34% 30% 34% 40% 29% 19% 29% 25% 26% 13% 24% In use Clients Suppliers
  4. 4. Big Data Strengths • Cheap if you are already collecting it • Product and service management • Quantification Weaknesses • Not everything is predictable • Causality vs correlation • Answering Why? • Answering What if? • Answering What else? Most Big Data projects in 2014 will fail – choose carefully, #JMRX #NewMR #MRX
  5. 5. Social Media Analytics Strengths • Authentic voices • Richer and deeper • Answers to questions you didn’t ask Weaknesses • Does not answer most of the questions you have asked • Focuses on the world as it is, not as it might be • Surprisingly expensive Social Media, good for questions not asked, bad for most questions you do ask, #mrx
  6. 6. Text Analytics Strengths • Handles quant amounts of qual data • Cheaper and faster than humans • More consistent than humans Weaknesses • Fully automated text analytics not very good • Fully automated sentiment analysis, not very good • Machine learning approaches not so cheap or fast Text Analytics, very impressive, but not ready for day-to-day, heavy duty #MRX use yet
  7. 7. Mobile Strengths • Mobiles are always with us • Faster responses • Adds passive data • Adds multimedia Current Weaknesses • Not everybody has a smartphone • Not all research is mobile friendly • Fewer sample options #Mobile is here, the limitations are temporary, and reducing, get on board NOW! #newmr
  8. 8. Mobile is more than just surveys Mobile is about much more than just surveys, #newmr #JMRX
  9. 9. APAC insight community of the year SingTel are a great role model for #NewMR
  10. 10. 10 Three communities already, more on the way SingTel shows communities are for rich and developing economies in APAC #JMRX
  11. 11. Private, branded, online customer community • Private • Branded • Customers • Long term • Community Most insight communities are private, branded, online, with customers @vistioncritical
  12. 12. SingTel Digital Advisors, last 6 months • 65 activities • App trials • Concept tests • Focus groups, online discussions, plus in-person • Surveys and quick polls • 53% average response rate (4,400 members) • Mix of PC, mobile phone, and tablet • Engagement, co-creations, and innovation • Ongoing buzz forum • Innovative and co-creative tasks • Closing the feedback loop • Stakeholder engagement – over 500 internal recipients Social Media, good for questions not asked, bad for most questions you do ask, #mrx
  13. 13. Read more about it To learn more about communities, check out Vision Critical University @VisionCritical
  14. 14. Making a Difference @RayPoynter is about to show examples and reasons for insight community growth
  15. 15. Increasing the ROI Good insight communities have higher response rates, and usually do more projects #mrx
  16. 16. All parts of the business Insight Community Insights Production NPD HR Finance Marketing CEO Brand Managers Good communities reach beyond #MRX and Insight – to the whole organisation #NewMR
  17. 17. Co-creation, collaboration & crowds There are more smart people outside your organisation than inside it – leverage them!
  18. 18. Leveraging third parties Not one company has all the answers, mix and blend your #NewMR solutions
  19. 19. Strategic and tactical Communities can be strategic and tactical, it does not have to be one or the other, #JMRX
  20. 20. The future? 1. Observational data – passive data 2. Single source data – big data 3. The collaborative economy 4. Automaton + DIY + Consultancy Automate what you can, provide DIY for what you can, & make money on the rest #mrx
  21. 21. Thank you Questions? @RayPoynter is taking questions at #JMRX in Tokyo, check out http://www.visioncritical.com/university for more #NewMR

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