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If we want to know how to understand
the motivations of today’s consumers,
we have to understand their lives.



                @thomastroch
?                                         ?
       4 things to remember about consumers




?                                         ?
@thomastroch
1

@thomastroch
A world full of user-generated information.




                  @thomastroch
A world full of user-generated information.




                  @thomastroch
empowered




            @thomastroch
Impact on qualitative research?

Social tools




                  @thomastroch
1         2

@thomastroch
@thomastroch
empowered                  connected




            @thomastroch
Impact on qualitative research?

Social tools   Longitudinal connection




                  @thomastroch
1         2
               3
@thomastroch
Life of George




       @thomastroch
empowered                  connected




                           smart co-creator




            @thomastroch
Impact on qualitative research?

Social tools   Longitudinal connection   Collaboration with brands




                  @thomastroch
Impact on qualitative research?

Social tools   Longitudinal connection   Collaboration with brands




                  @thomastroch
1         2
 4
               3
@thomastroch
90-99% of behaviour is emotional. And they like to share it!




                  @thomastroch
empowered                  connected




emotional                  smart co-creator




            @thomastroch
Impact on qualitative research?

Social tools   Longitudinal connection   Collaboration with brands   Emotional tools




                  @thomastroch
He would connect with consumers through an online research community.




                 @thomastroch
Noreen: “You think about
               your favourite brands’
               future! So you and your
               ideas have a direct
               impact on how a brand
               will present itself. Isn’t that
               the coolest thing?!”




@thomastroch
Benzodiazepine: “There
               is a great variety of tasks
               (questions, assignments,
               colleagues, composing
               mood boards) and it’s
               great that we can test
               products which have not
               been launched in the
               market yet!




@thomastroch
Hemeltje: “I was
               incredibly intrigued by
               the community’s subject
               itself… I would never
               participate in a community
               about a subject I don’t
               know anything or I don’t
               know much about….




@thomastroch
linkedin.com/in/thomastroch
   @thomastroch
   thomas@insites-consulting.com

www.insites-consulting.com
linkedin.com/in/thomastroch
   @thomastroch
   thomas@insites-consulting.com

www.insites-consulting.com

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Online Qualitative Research

  • 1.
  • 2.
  • 3.
  • 4. If we want to know how to understand the motivations of today’s consumers, we have to understand their lives. @thomastroch
  • 5. ? ? 4 things to remember about consumers ? ? @thomastroch
  • 7. A world full of user-generated information. @thomastroch
  • 8. A world full of user-generated information. @thomastroch
  • 9. empowered @thomastroch
  • 10. Impact on qualitative research? Social tools @thomastroch
  • 11. 1 2 @thomastroch
  • 13. empowered connected @thomastroch
  • 14. Impact on qualitative research? Social tools Longitudinal connection @thomastroch
  • 15. 1 2 3 @thomastroch
  • 16. Life of George @thomastroch
  • 17. empowered connected smart co-creator @thomastroch
  • 18. Impact on qualitative research? Social tools Longitudinal connection Collaboration with brands @thomastroch
  • 19. Impact on qualitative research? Social tools Longitudinal connection Collaboration with brands @thomastroch
  • 20. 1 2 4 3 @thomastroch
  • 21. 90-99% of behaviour is emotional. And they like to share it! @thomastroch
  • 22. empowered connected emotional smart co-creator @thomastroch
  • 23. Impact on qualitative research? Social tools Longitudinal connection Collaboration with brands Emotional tools @thomastroch
  • 24.
  • 25. He would connect with consumers through an online research community. @thomastroch
  • 26. Noreen: “You think about your favourite brands’ future! So you and your ideas have a direct impact on how a brand will present itself. Isn’t that the coolest thing?!” @thomastroch
  • 27. Benzodiazepine: “There is a great variety of tasks (questions, assignments, colleagues, composing mood boards) and it’s great that we can test products which have not been launched in the market yet! @thomastroch
  • 28. Hemeltje: “I was incredibly intrigued by the community’s subject itself… I would never participate in a community about a subject I don’t know anything or I don’t know much about…. @thomastroch
  • 29. linkedin.com/in/thomastroch @thomastroch thomas@insites-consulting.com www.insites-consulting.com
  • 30. linkedin.com/in/thomastroch @thomastroch thomas@insites-consulting.com www.insites-consulting.com