Martin Grimwood, Divisional Director, Financial Services, GfK and David Crosbie, Senior Innovation Consultant, GfK, explore the way in which market research online communities are able to generate organic insights by tapping into our increasing appetite to share experiences and learn from peers. With more traditional forms of market research facing a challenge to keep up with busy, changing lifestyles, market research online communities offer a way for brands to understand consumer attitudes, behaviours and values and become truly customer centric. Martin and David use their proprietary GfK Consumer Life study to show how communities are in sync with key consumer trends, and how this is likely to be increasingly the case in the future.

1. ACHIEVING CUSTOMER CENTRICITY THROUGH
ONLINE COMMUNITIES
MARTIN GRIMWOOD, GFK
DAVID CROSBIE, GFK
ALEX OSBALDESTON, QUESTBACK

2. 2
GfK Consumer Life
(Roper Reports®)
The values that are
growing among
consumers suggest
a greater need
for community

3. VersionQ12015,v3.1
OPEN-MINDEDNESS
Being broad-minded
is a rising global value
+8 ranks to #9 of 50 values since 2011
Brazil: +9 to #14
India: +9 to #17
Russia: +18 to #18
A world looking for solutions
Roper Reports Worldwide 2015, QC1 (mixed-mode trend, core 20 countries)

4. VersionQ12015,v3.1
Being creative and imaginative
is a rising global value
+8 ranks to #26 of 50 values since 2011
USA: +11 to #24 China: +10 to #22
South Africa: +14 to #23
CREATIVITY
A world looking for innovation
Roper Reports Worldwide 2015, QC1 (mixed-mode trend, core 20 countries)

5. VersionQ12015,v3.1
Being well-educated about things
is a rising global value
+5 ranks to #10 of 50 values
China: +10 to #17
UK: +9 to #7
KNOWLEDGE
Egypt: +11 to #17
You are what you know
Roper Reports Worldwide 2015, QC1 (mixed-mode trend, core 20 countries)

6. VersionQ12015,v3.1
Making the effort to assist others | +8 to #21 globally
HELPFULNESS
We’re all in this together
Working for the welfare of society | +10 to #33 globally
SOCIAL RESPONSIBILITY
Equal opportunity for all | +4 to #17 globally
EQUALITY
Roper Reports Worldwide 2015, QC1 (mixed-mode trend, core 20 countries)

7. VersionQ12015,v3.1
Being different from others
INDIVIDUALITY
The value down most globally?
Russia: -14 to #39
MESSAGE: IT’S MORE THAN ME
Korea: -3 to #31
Germany: -6 to #34
USA: -4 to #31
Argentina: -7 to #39
Shift | The corollary to the rising values of
responsibility and help
-9 ranks to #41 globally since 2011
Roper Reports Worldwide 2015, QC1 (mixed-mode trend, core 20 countries)

8. VersionQ12015,v3.1
“I feel it is important to be an active part of
the wider community”
40%
40% OF UK CONSUMERS
AGREED IN 2011
43% OF UK CONSUMERS
AGREE IN 2015
43%

9. VersionQ12015,v3.1
Reading online reviews
75% among LECs 65% among 50+
23%
23% OF UK CONSUMERS
IN 2011
66% OF UK CONSUMERS
IN 2015
66%

10. VersionQ12015,v3.1
Posting online reviews
11%
11% OF UK CONSUMERS
IN 2011
37% OF UK CONSUMERS
IN 2015
37%
50% among LECs 34% among 50+

11. VersionQ12015,v3.1
So many sites – which is most popular?

12. VersionQ12015,v3.1
GfK has
the answer
① wikipedia.org 59%
② moneysavingexpert.com 39%
③ imdb.com 29%
④ tripadvisor.co.uk 22%
⑤ wikihow.com 14%
⑥ netmums.com 12%
⑦ mumsnet.com 11%
⑧ answers.com 7%
⑨ allrecipes.co.uk 6%

13. VersionQ12015,v3.1
Which topics do consumers turn to online forums
for?
Travel Energy
Phones Tablets
CosmeticsToys
Gambling
$Motor
insurance

14. VersionQ12015,v3.1
GfK has
the answer
① Travel 58%
② Energy 44%
③ Phones 37%
④ Tablets 37%
⑤ Motor insurance 19%
⑥ Gambling 13%
⑦ Cosmetics 5%
⑧ Toys 4%
$

15. The trends that are
growing among
consumers also relate to
the growth in online
communities
GfK Consumer Life (Roper Reports®)

16. “Where and how
a product is made
is very important to
me”
43% agree in 2015
vs. 37% in 2011
Considered consumption | Global trend
GfK Consumer Life (Roper Reports®)

17. “Our can
stories”
John West | UK
GfK Consumer Life (Roper Reports®)

18. We’re all influencers now! | Global trend
“Virtual interactions with
people and places can be as
good as being there
in person”
32% agree in 2015
vs. 24% in 2011
GfK Consumer Life (Roper Reports®)

19. Sculpture that records
citizens’ feedback and
relays to government
“Big Ear” | South Korea
GfK Consumer Life (Roper Reports®)

20. TAKING ALL THIS INTO
ACCOUNT, IT’S NO
WONDER THAT ONLINE
COMMUNITIES ARE
INCREASINGLY POPULAR,
AND ARE LIKELY TO
BECOME MORE SO

21. VersionQ12015,v3.1
MROCs harness this desire to contribute and to
be heard
§ The difference between a panel and a community is subtle,
but powerful.
With a community, along with scripted
research, members are encouraged
to start discussions and in doing so
generate organic insights.
Panel members are approached to
conduct scripted research activities
and remain dormant between
research exercises.

22. VersionQ12015,v3.1
GfK Community
Manager
COMMUNITY
Marketing
Product
research
Customer
Experience
MROC’s can be used to foster peer to peer discussions
OBSERVATION
INSIGHTS
Discussion
groups
Quick poll
Forums
Surveys
Activities

23. VersionQ12015,v3.1
Sometimes forum activity needs kick starting
Feb
Jan
Dec
Nov
Oct Guided Spontaneous
General Community
Oct
Sept
Aug
Jul
Jun
Guided Spontaneous
Early Adopter Community

24. VersionQ12015,v3.1
But will they just moan about our brand?
31%
30%
39%
Post tone: All communities
Positive Neutral Negative
100 randomly selected posts

25. VersionQ12015,v3.1
Not really, it’s mostly constructive and sometimes
reveals unanticipated insights
0 20 40 60 80 100
Brand
Category
Non-category
Retail issues
0 20 40 60
Brand
Category
Non-category
Retail issues
General Community (threads) Early Adopter Community (threads)

26. VersionQ12015,v3.1
2,000 participants
358 gift claims
213 participants claiming
Proportion claiming: 11%
Points ‘earned’: 910,533
Points redeemed: 104,925
Proportion redeemed: 11.5%
Redefining the reward economy

27. VersionQ12015,v3.1
§ Moving to proactive
promotion:
– Members seek out relevant
threads
– Signposting new threads
via monthly newsletters
– Email alerts
to members
(subscription)
Maximising insights through forums
Search engine
Newsletter
notification
Thread
alert

28. VersionQ12015,v3.1
So what does this mean for market researchers
Consumer opinions
not
only impact
purchasing decisions
but
also the
development of your
products
and services.
There is now an opportunity to:
§ Get closer to your customer
§ Engage in real two-way conversations
§ Listen to peer to peer discussions
§ Co-create and collaborate
§ Understand their “experience”
Consumers want to (and will) be heard…
§ They have technology and are connected
§ Blogs, discussion boards and social media
apps are commonplace

29. Thank you
For more information, please
contact
Martin Grimwood
Divisional Director, Financial Services, GfK
martin.grimwood@gfk.com
David Crosbie, Senior Innovation Consultant, GfK Consumer Life
david.crosbie@gfk.com
Alex Osbaldeston, Solutions Director, Questback
alex.osbaldelston@Questback.com

30. Any Ques?ons?