1. Evolution of Online Communities
with
‘Community Panel, the next thing after MROC.’

2. Bruce Wells
Managing Director & President of Vision Critical Asia
Based in: Hong Kong
20+ years working in Market Research,
Experience: Technical Marketing, Consumer Insights,
Telecom, Technology & Innovation
Synovate bruce.wells@visioncritical.com
• Global CEO of Synovate Retail Performance
• Group CIO
• Global Director
• Asia Pacific Regional Director
ITS (Innovative Technical Solutions, Ltd.)
• Founder and Managing Director
Motorola
• Technical Marketing Director for New Technologies, Asia Pacific
• Engineering Manager, Philippines
• Systems Engineer, Japan
Lived and worked in Asia for 16+ years include Japan, Philippines, Malaysia and Hong Kong

3. Bruce Wells

4. Vision Critical is at the crossroads between
Research & Technology
• Technology company focused on the
changing MR space
• Founded in 2000, HQ in Vancouver
• 13 offices – NA, EU, AUS, HK
We build online platforms • 550+ Community Panels – Largest
that facilitate two-way provider globally
communication.
• Running in 27 languages
We help our clients ask
better questions, listen more
intently, and learn what
the people they
care about think and say.

5. Evolution

6. How quickly things are changing…

7. Surfing Communicating

8. Business Changes
Globalization Localized Personalised

9. Migration rather than Evolution

10. The Big Squeeze
TECHNOLOGY – expectation of
immediate gratification; I need the
answer tomorrow
VALUE
BUDGETS – I don’t The Traditional Market CONTROL– DIY
have the money Research industry has means that I can do
that I need to get been, and will continue it myself – don’t
the answers – what to be squeezed by a need to rely on MR
do I cut? number of factors agency
SOCIAL – increased social media
tools – can I answer by reading posts
etc.

12. Catalyst for Change - Customer
Centricity
Respondents Customers
Old Research New Research

13. Community Panel Overview
Communication
Testing
Concept & Product
Experiences
Dev
A proprietary community of
stakeholders who participating on
an on-going basis
Competitive
Brand Position
Positioning
Add in a quantitative layer for
ongoing studies and deep
profiling
Usage &
Customer Profiling
Attitude
PR / Social Media
Ideation
testing

14. Community Panel
Less than 100 members 1000’s or 10,000’s of members
Typically qual discussions Typically quant surveys
Three-way: open feedback Two-way: private feedback
(company or member initiated) (company initiated)
Semi-controlled, semi-organic Topics & studies controlled
Discussion and sharing of personal Panelist identities are private and
information is encouraged, bonds discussions are typically question
form then answer

15. You can have both.

16. Community Panel
Quantitative Panel with Breakout Communities of 100’s,
10,000 panelists still part of the panel
Invite panelists to additionally
participate in ongoing qualitative
discussions. Seamlessly run
smaller breakout groups of
varying sizes. Can be both open
member generated content or
directed tasks.
Interact with your target segments
through quantitative surveys

17. Start by brainstorming ideas in your
community
Idea Idea
Idea Idea

18. Take those ideas and send a quant concept
sort survey to the larger panel
Panel
Community

19. Take 3 winning concepts from panel and
dissect further within community
Panel
Community

20. Go back to your panel with more developed
concepts to pick a winner
Panel
Community

21. Continue the cycle…(back to community to
brainstorm positioning etc.)
Panel
Community

23. “That ad offends me” “That ad offends me"

24. Follow the trend...
APRIL MAY JUNE JULY AUGUST
Bad product Bad product Bad product Bad product Bad product
experience experience experience experience experience
Declining activity Declining activity Declining activity Declining activity
New service New service New service
launched launched launched
Heavy activity Heavy activity
Etc...

25. Community Panel Platform Overview
Panelist Researcher
Portal Panel
Management
Quant Study
Activities Design
Qual Reporting/
Activities Data Mining

26. Panelist
Portal
Engage from the start – customized
portals that are consistent with brands’
messaging and tones Quant
Activities
Qual
Activities
26

27. Designing A Portal For Interaction
Navigation
Activities
Relevant only to the panelist Quick Poll
Celebrate
Panelist
Custom SOCIAL
participation
Widgets Widgets to
specific to YOUR YouTube,
Insider business Twitter, and
Facebook
Perspective

28. Engaging Surveys

29. Making it more ENGAGING for respondents

30. And allowing you to use a variety of media

31. Mobile Optimized Surveys
Mobile Web: Automatic detection of devices and presentation
of the best survey for the device being used by the respondent

32. Panelist
Qualitative Exploration Portal
Quant
Activities
Qual
Activities
• Drive organic discussion
• Engage community
• Conversational tone
• Explore the “Why’s”
• Questions, Issues, Questions
• Collages, photo uploads
• Picture based questioning
• Get more than with open ended questions

33. Engaging Online Surveys

35. The Vision Critical Advantage
Centralized Platform Quant and Qual Combined
Flexible Model
Global Scale
(DIY   Full Service)

36. Evolve from… To:
RESEARCH CONTINUUM
PROJECT
Over time versus point in
time
CONVERSATIONS
QUESTIONS
Dialogue and collaboration
TRUSTED ADVISOR
STRANGER
More thought and care given
to participation

37. What emerging techniques will be used in 2012?
Online Communities 66%
64%
Nearly 2/3rds of
Soial Media Anlaytics both suppliers and
Mobile Surveys Clients will use
Text Analytics Online
Webcam-based Interviewing Communities in
Apps-based Research 2012.
Mobile Qualitative
Mobile Ethnography
Eye Tracking
Virtual Enrironments
Crowsourcing
Visualization Analtytics
Predicition markets
Bionetric Response
Reserch Buyer or Client
Gamification methods
Research Provider or Supplier
NeuroMarketing
Facial Analysis
0% 10% 20% 30% 40% 50% 60% 70%
GRIT REPORT SPRING 2012

38. Where Do Community Panels Fit In?
Quantitative
Access Lists/
Panels Surveys
Community
Panels
Community
Community PanelsPanels
Short Term Long Term
MROC MROC
MROC MROC
MROC
MROC
MROC MROC
Qualitative
“A Community Panel can have an MROC but an MROC can’t have a Community Panel”

39. Telstra
CHALLENGE SOLUTION R E S U LT
Multiple suppliers with An integrated solution Reduction of over 40
research replication to streamline the research programs into
producing disjointed channels of data a single, holistic
and conflicting longitudinal research
information environment
Industry | Telecommunications Client Since | 2010 Panel Size | 10,500 Members

40. NASCAR
CHALLENGE SOLUTION R E S U LT
After decades of steady Community panel of Research tripled while
growth, NASCAR’s 12,000 passionate research costs decreased by
attendance and TV ratings NASCAR fans who act 80%. Fans regained their
began to drop. They as an additional voice, leading to key changes
needed to move quickly to advisory board for to the sport itself. And, in
bring engagement and decision making 2011, TV ratings and
excitement back to auto viewership increased for the
racing. first time in three years.
Industry | Media Client Since | 2008 Panel Size | 12,000 Members

41. Yahoo! Inc.
CHALLENGE SOLUTION R E S U LT
Yahoo! Inc. sought to Community panel Brought their customers to
build a 360 degree view facilitating regular life with their consumers and
of their customers in surveys, online focus with clients helping
order to differentiate groups, screening of advertising partners to
themselves to video content, and improve the effectiveness of
advertisers mobile video chats their ad spend
Industry | Media Client Since | 2011 Panel Size | 15,000 Members

42. ADV Market Research
CHALLENGE SOLUTION R E S U LT
ADV Market Research 40% of ADV Market “The confidence we have in
wanted to take Research’s business is the relationship and the
advantage of new and now based on Vision technology is unquestioned,
improved ways of Critical’s Community Panel and our clients are equally
gathering data and technology. impressed.”
sharing insights.
Industry | Partners Partner Since | 2010

43. Banana Republic
CHALLENGE SOLUTION R E S U LT
Banana Republic A community panel of The community panel is
needed a new way of 50,000 fashion cost effective, category
connecting with their “insiders” who are specific, and very
trendsetting customers always ready to discuss proprietary. Banana
all across the USA in the latest in fashion Republic use it for
order to stay ahead of trends. hypothesis generation and
fashion trends. directional validation.
Industry | Retail Client Since | 2009 Panel Size | 50,000 Members

44. JetBlue
CHALLENGE SOLUTION R E S U LT
When a recession hits A members-only community The program helped
the travel business, it panel of 15,000 that could JetBlue increase
dramatically changes provide timely feedback customer loyalty,
buying behaviors. and enable the company to leading to a record-
JetBlue needed to adapt see their brand through the setting year of profits in
in a hurry to keep their eyes of their customers. 2011.
customers loyal.
Industry | Travel Client Since | 2008 Panel Size | 15,000 Members

45. Scripps Networks Interactive
CHALLENGE SOLUTION R E S U LT
To find an online Vision Critical’s In less than two years
research platform that Community Panel had the Scripps Networks
could act as a shared the flexibility and back- Interactive research
research hub between end capability that was hub had executed over
several independent needed. 130 projects. Bringing
network research six brands together
departments. Under One Roof .
Industry | Media Client Since | 2009 Panel Size | 15,000 Members

46. Vision Critical University

47. Our Mission
Match the power of
social media and the
science of research to
generate actionable
intelligence
Thank you
Bruce Wells –
bruce.wells@visioncritical.com