A Consumer Consulting
Board brings your consumers together on an
online closed community
to help shape your business. The end goal is
structural collaboration,
having a continuous
dialogue with consumers
that is 24/7, across departments and objectives.
83% of decision makers have one or want
to build an research community this year *
Structural
collaboration
with customers
is HOT!
8 out of 10 consumers want
to collaborate with brands **
36% prefer this collaboration to take
place in a branded research community **
* GRIT report (2013) I ** Social Media Around The World 2012
How Many?
Who?
To reach the saturation
level of on-topic
arguments at 30 posts
per thread, we need
between 50 and 150
participants. Depending
on the objectives &
duration, we can invite
more members in different
subgroups.
People that are
interesting
& interested!
Collaborate with
people that have a
specific profile. Fans
of a specific brand or
topic, revealing a high
brand and/or topic
identification.
at underpin a
th
The 4 pillars
Consumer Consulting Board
How long?
Why?
The community is set up for
a long-term collaboration.
The exact duration of the
community depends on the
objectives: ranging from 3
weeks to months, or even
ongoing 24/7.
The community serves
multiple objectives.
We identify 4 types of objectives:
1/ Getting close to the consumer
2/ Uncover new insights
3/ Generate & craft ideas and concept
4/ Activating consumers
5 tips for going global:
cross the boundaries of space
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Play upon different motivations and
offer custom incentives to adapt
the community to local cultures.
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Adapt the conversation guide.
Customize your questions and tasks to local
cultures to get the most out of your members.
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Work with native moderators who
speak the language and know the
local cultures & market situation.
5
Play for attention.
Adjust your game thinking
across countries.
Go mobile, as in most new markets
it is the default screen/device to
access the web.
Knowledge leverage
The Consumer Consulting Board needs to be an engaging experience to get the richest inspiration
Mix the
storyline
& tools
Use
gamification &
fun elements
Become a DJ and
create the right mix
of different tasks,
discussions and tools
(diary tasks, photo
tasks, polls). Make your
conversation guide a
true story being told to
the participants.
By integrating play
mechanisms, participants
think harder which leads
up to 7x richer data, but
also think differently
through emotional,
contextual and creative
techniques.
verage your
How to le
Consumer Consulting Board
Make it
mobile
Collaborate with
co-researchers
Give members
24/7 access,
through mobile
applications to get
more contextual
and personal
data.
Empower members to become
co-researchers in moderation,
interpretation and analyses which
delivers up to 2x more interactive
discussions, and up to 40%
additional insights and more to
the point conclusions.
Internal leverage
3 essential steps of change management for making the Consumer Consulting Board impactful
within the organization
Engage the internal
stakeholders with the
consumers by immersing
them in the consumer world.
Invite them to play consumer
games amongst others and
confront them with their current
knowledge gaps to create
positive disruption.
Inspire the internal
stakeholders with new
eye-openers and daily
sparks of inspiration from
the community. Support
interactive reporting through
the consumer platform and
collect questions to close
knowledge gaps.
Activate the internal
stakeholders by
translating results into
actions in workshops,
to enable agile decision
making. Create
materials that ensure
that the research is used
afterwards as well.
External leverage
Create impact outside the organization! 3 tips on how to communicate about your Consumer
Consulting Board
Communicate about the
process. Talk about the fact
that you have a Consumer
Consulting Board.
Communicate the outcome.
Show the (end) result(s) of the
collaboration: new products
or services co-created with
consumers.
Communicate about the
insights. Share the learnings
of the project.
InSites Consulting is a new generation agency stretching the boundaries of
marketing research. Being recognized as one of the most innovative companies
in market research (GRIT 2012) and over 15 years of experience, we turned into
one of the world’s leaders in bringing the voice of the consumer into the heart of a
company’s business via Consumer Consulting Boards. We build over 150 private
online research communities a year for global clients like Heinz, Unilever, Danone,
MasterCard, Philips, Coca-Cola and Heineken.
www.consumerconsultingboard.com I www.insites-consulting.com