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The Future of Communities - Webinar

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The pandemic and the associated financial turmoil has accelerated the need for change in the insights process. Research needs to be agile, reliable and affordable. The best solution to these needs is communities, but to fully meet the challenge of 2021, we need to take communities to the next level. On 24 February 2021, we hosted a webinar presented by Ray Poynter, Chief Reserch Officer at Potentiate and Ysaline Lannoy, responsible for the Consumer & Shopper Insights at Nestlé.

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The Future of Communities - Webinar

  1. 1. The Future of Communities A Manifesto for Change Ray Poynter, Chief Research Officer, Potentiate Customer Centricity @ Nestlé Ysaline Lannoy, responsible for the Consumer & Shopper Insights at Nestlé
  2. 2. © Potentiate 2021 Agenda • Communities, where we are and how we got here • The need for change • The Manifesto • Customer Centricity @ Nestlé • Summary • Creating Action • Q & A
  3. 3. © Potentiate 2021 Communities – How did we get here? Insight Communities Online Research Data Quality Internalising Research Customer Centricity Need for Speed Co- creation Cost Efficiency
  4. 4. © Potentiate 2021 Where are we? Best Practices • Qual and Quant • Highly engaged members • Linked to other data • Connected to the whole enterprise • High cadence of usage • Measuring ROI But it doesn’t always happen “Almost ubiquitous – most savvy companies have one or multiple communities. The most widely adopted new research techniques” GRIT Report
  5. 5. © Potentiate 2021 The Need for Change Agile Democratising ROI Platform Explosion Human- Centricity Making the Best Practices the Norm And then Raising the Bar
  6. 6. © Potentiate 2021 Manifesto 1 - Human-Centricity “We’re too focused on understanding consumption behaviour and shopping behaviour. We need to understand the human condition, which you’ll only know by observing, listening, synthesising and deducing.” Stan Sthanunathan (Executive Vice President - Consumer & Market Insights at Unilever)
  7. 7. © Potentiate 2021 Manifesto 2 - Based on Trust “Only one-in-two respondents believe market research benefits them. There is a significant level of concern with the use and protection of their personal data by market research companies, possibly at least in part due to feeling poorly informed.” GRBN Global Trust Survey 2020
  8. 8. © Potentiate 2021 Manifesto 3 - Communities of Interest “We give more value to the things we have helped make” The IKEA Effect
  9. 9. © Potentiate 2021 Manifesto 4 - Longitudinal “It is not unusual for an unchanged NPS score to mask 25% of customers becoming less favourable while 25% became more favourable.” White Paper by MirrorWave
  10. 10. © Potentiate 2021 Manifesto 5 - Democratising The Salomon Experience “This combined tool can be utilized by anyone in the company wishing to interact with the CRM database to glean insight. Connecting Alida Sparq to Salomon’s CRM system enables the organization to better define and measure the consumer lifetime value, understand consumer attitudes toward down-sell, up-sell, and cross- sell by sending automated follow-up surveys, and conduct real-time deep dives into low NPS scores as customers are registered on their websites and through in-store experiences.”
  11. 11. © Potentiate 2021 Manifesto 6 - Agile “The digital insight community allows Twitch to gather insight in a structured and scalable way. In one example, a CPG partner engaged the community to test iterations of a campaign, resulting in creative and messaging that resonated with Twitch’s audience and stayed true to the client’s brand.” Twitch, live streaming and gaming platform. * via Alida
  12. 12. © Potentiate 2021 Manifesto 7 - T-Shaped Research "Alida has changed the way our stakeholders view market research. With our insight communities, we involve the member in the entire product development cycle, from idea generation to design to validation. The insight of our members allows us to understand the ‘whys’ behind the ‘whats’ that Big Data gives us. It provides intelligence at the speed required by the fast-moving tech industry. There isn’t another tool in our toolbox that delivers the same credibility and agility for our stakeholders.” Tony Tong, Senior Market Research Manager, LinkedIn * via Alida
  13. 13. © Potentiate 2021 Manifesto 8 - Clear ROI (Return on Investment) “The community allows our sales team to give retail partners insights they can’t get anywhere else. We’ve helped retailers double down on the things that work for them and drive sales growth.” Laura-Lynn Freck - Director Shopper Insights, Red Bull * via Alida
  14. 14. © Potentiate 2021 Manifesto 9 - Integrated "We are enabling a 360 degree view of customer, dealer and employee perceptions on key business topics. The 5 insight communities complement each other, providing a different lens on a subject." Emma Johnson, Manager of ConsumerOne Connection & Experience Innovation, Toyota GB * via Alida
  15. 15. © Potentiate 2021 Manifesto 10 - Empathy Anna Williams | Verve | presenting at NewMR 2020 https://newmr.org/presentations/137554f0/ SAMSUNG We used a year-long pop-up community to explore Millennial consumer attitudes and lifestyles in the Nordics – with the ultimate aim of uncovering how Samsung could better fit into their lives. Using journals, diaries, exploratory discussions, longitudinal product trials and live debates we were able to develop a complete picture of the target audience which is now helping to shape the next generation of features, products and services. This approach allowed us to keep in touch with respondents on a regular basis via their go-to channel – and over the course of the year, we built up a rich knowledge base about who they are and what makes them tick.
  16. 16. Consumer centricity @ Nestlé Ysaline Lannoy Market Intelligence - Nestlé Belgilux Consumer & Shopper Insights
  17. 17. Consumer Centricity @ Nestlé A fast changing world Changes that strongly impact our consumers behaviour the importance of agility and active listening 17
  18. 18. Consumer Centricity @ Nestlé o Local understanding  Active listening & co- creation with our community  Design Adapted solutions  Create value >< PL o A tool for punctual and evolutive measures 18
  19. 19. Consumer Centricity @ Nestlé 19 7,5 Average satisfaction 8 Average satisfaction for reports Average impact of Consolab on strategies Setup deliverables Start-up mindset: A direct discussion with your consumers Agility: You can measure almost everything Price: One price, unlimited amount of studies Setup deliverables Timing: 4/5 days between survey launch and analysis of the data 4/5 37 Studies led in 2020
  20. 20. 20 Thank you!
  21. 21. © Potentiate 2021 In Summary 1. Human-centricity is the key focus for the future across all parts of your organization 2. Your Insight Community is the key to linking the organisation to the 360º view of customers – beyond transactions 3. Your community needs to be an agile asset that provides an ongoing connection to customers – driving insight, advocacy and ultimately ROI “The future is already here, it’s just unevenly distributed” William Gibson
  22. 22. © Potentiate 2021 Creating Action – 3 key steps Broad View Take a broader view of your insight needs, not focused on tools, but focused on what being human-centric means to your business Define Who you need to reach and connect, in terms of customers, employees, stakeholders and beyond Engage With us to help activate the manifesto in the context of your organisation
  23. 23. © Potentiate 2021 Our Panel and Q & A Ray Poynter Chief Research Officer Potentiate Amélie Le Brem Managing Director Europe Potentiate Matthieu Perrin Snr Vice President Europe Potentiate Ysaline Lannoy Customer Insights Specialist Nestlé
  24. 24. © Potentiate 2021 Q & A Ray Poynter Chief Research Officer Potentiate Emma Clark Account Director Potentiate
  25. 25. © Potentiate 2021 Our Panel and Q & A Ray Poynter Chief Research Officer Potentiate Richard Clark Snr Vice President America Potentiate Michelle Vukic Research Manager Potentiate
  26. 26. © Potentiate 2021 hx@potentiate.com Contact us
  27. 27. © Potentiate 2021 Thank you! From Potentiators around the world

The pandemic and the associated financial turmoil has accelerated the need for change in the insights process. Research needs to be agile, reliable and affordable. The best solution to these needs is communities, but to fully meet the challenge of 2021, we need to take communities to the next level. On 24 February 2021, we hosted a webinar presented by Ray Poynter, Chief Reserch Officer at Potentiate and Ysaline Lannoy, responsible for the Consumer & Shopper Insights at Nestlé.

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