Bringing Consumers in the Boardroom

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InSites builds over 100 private online research communities a year for global clients like Heinz, Unilever, Danone, Philips, Vodafone, Heineken, Red Bull and many more.

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  • One dimension of being connected is the connection between marketers and consumers. The Meet the Joneses results reveal that while most marketers think they are pretty connected to consumers, they perform relatively bad on the test. All results of the Meet the Joneses test can be downloaded here: include link to Slideshare presentation on Meet the Joneses . This slide deals with everything we do within the business unit “Exploration and insight generation”, with a strong focus on observational research (ethnography, social media netnography, ...). Next to that, we have a very good understanding of how generation Y thinks and acts via all knowledge we have available on them and included in Joeri’s book. Also the TalktoChange research community allows us to be connected to consumers in more than 35 countries across the globe.
  • Now, information has become one of the key productivity factors in business. Organizations depend heavily on knowledge and information, which have become part of their assets. Information is made widely accessible and available through for example, the arrival of the internet. Though information is available, it is harder to retrieve the right kind of information. In organizations, knowledge workers experience this troublesome paradox every day. On the one hand, knowledge workers are dealing with an information overload while on the other hand they experience a lack of information to support him/her with the task at hand. For this reason, structure is needed to deal with information flows in and between organizations, better known as Information Logistics (IL)
  • Now, information has become one of the key productivity factors in business. Organizations depend heavily on knowledge and information, which have become part of their assets. Information is made widely accessible and available through for example, the arrival of the internet. Though information is available, it is harder to retrieve the right kind of information. In organizations, knowledge workers experience this troublesome paradox every day. On the one hand, knowledge workers are dealing with an information overload while on the other hand they experience a lack of information to support him/her with the task at hand. For this reason, structure is needed to deal with information flows in and between organizations, better known as Information Logistics (IL)
  • Now, information has become one of the key productivity factors in business. Organizations depend heavily on knowledge and information, which have become part of their assets. Information is made widely accessible and available through for example, the arrival of the internet. Though information is available, it is harder to retrieve the right kind of information. In organizations, knowledge workers experience this troublesome paradox every day. On the one hand, knowledge workers are dealing with an information overload while on the other hand they experience a lack of information to support him/her with the task at hand. For this reason, structure is needed to deal with information flows in and between organizations, better known as Information Logistics (IL)
  • And for sure as with every revolution there will be opponents and drivers of these trends. I leave it up to you which side to chose, but if I would run the MR industry I would focus on the new seedlings that are growing … Creative destruction hurts and means the end for some but a new start for others. The important thing is to actually make it happen not just talk about it … Analyzing all presentations of the latest WARC Online Research conference via text analytics we still notice a lot of traditional topics are still on the agenda! Clearly, many are talking about it, but who is putting the deed to the word?
  • Bringing Consumers in the Boardroom

    1. 1. Bringing Consumers in the Boardroom Tom De Ruyck, Head of Research Communities, InSites Consulting @tomderuyck #mroc
    2. 2. I Unilever I Kraft I Danone I Heinz I MSN I VMMa I ING I Vodafone Communities at the core of new generation research Always-on research with consumers acting as part-time marketers
    3. 3. An experience for participants, delivering great insights Still... the research technique is just a means to an end
    4. 4. Great research should take the company forward And bring ‘change’ in the hearts, minds and actions of employees
    5. 5. Are we ready to really engage an internal audience? And in what way do we need to adapt our toolkit and skillset?
    6. 6. Real engagement: difficult to realize... ...in a world of information overload
    7. 7. Real engagement: difficult to realize... ...in a world where it’s a challenge to grasp attention during debriefs
    8. 8. DNA of impactful research Inspiring, makes you engage with the consumer world & is worth sharing
    9. 9. Making it an experience = key
    10. 10. We believe in a ‘staged approach’ to bring ‘change’ Engage, inspire, activate and make ‘change’ happen by doing so!
    11. 11. #1: creating engagement
    12. 12. Go for a natural-born community ambassador He or she is the real driving force behind the project at the client side
    13. 13. Take your time for a project kick-off Make sure you everyone understands the real challenges
    14. 14. If needed change jobs To really make sure you understand the day-to-day challenges
    15. 15. Engage company employees with the consumer world Let them discover their own ‘information gaps’, make them curious for what’s next
    16. 16. Make them as excited and curious as you are Feeling the excitement of participants/customers will make them enthousiast too
    17. 17. #2: inspiring employees
    18. 18. Let them be inspired by consumers directly Make sure reseach users log-on to the community platform as much as possible
    19. 19. Keep them engaged & deliver sparks of inspiration Via posters, short movies, news websites, Twitter/Facebook and meet-up’s
    20. 20. Reward engagement... People like to be praised, no?
    21. 21. #3: activating employees
    22. 22. Go beyond the 30 min debrief Do not just present... Engage, inspire and create actions together!
    23. 23. Bring the consumers into the boardroom And you can take that rather literally if you like...
    24. 24. Make your debrief interactive... ...fun and challenging for the audience: e.g. organize a consumer quiz!
    25. 25. Brainstorm and work together! And move from results to actions...
    26. 26. Don’t leave the audience with results Give them something ‘to do’...
    27. 27. Ready to create engaging experiences that inspire and are worth sharing ?
    28. 28. We believe ... in connected research Everything we do is aimed at enhancing intimacy between you, your market and us. Yes we will ! Yes we can! @tomderuyck

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