Conducting Research Communities in BRIC

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Conducting Research Communities in BRIC

  1. 1. Always-on research in BRIC countriesTom De Ruyck, Head of Research Communities, InSites Consulting @tomderuyck #mroc
  2. 2. It is time to re-invent marketing (research). Because power has shifted to the consumer.© InSites Consulting
  3. 3. [client logo] Get consumers in the ‘boardroom’ of your organisation.© InSites Consulting InSites Consulting beliefs - © 2010 3
  4. 4. FMCG I Unilever FMCG I Kraft FMCG I Danone FMCG I Heinz Media I MSN Media I VMMa Financial services I ING Telco & technology I Vodafone Communities at the core of new generation research.© InSites Consulting Always-on research with consumers acting as part-time marketers.
  5. 5. © InSites Consulting Is a 24/7 connection possible?
  6. 6. (1)50 30 WHO? Dunbar’s number: 150 members is the maximum number enabling social interactions on a community.© InSites Consulting
  7. 7. [client logo] i•den•ti•fi•ca•tion [ahy-den-tuh-fi-key-shuhn,] noun The convergence of brands values with that of the person, and the degree to which the brand is regarded as having personal relevance. Typically represented by concentric circles moving closer. You Brand WHO? What is connecting community members? Importance of brand and/or topic involvement.© InSites Consulting InSites Consulting beliefs - © 2010 7
  8. 8. [client logo] WHAT? Commitment from community members. Meet & greet, taking them on a guided tour, giving back.© InSites Consulting InSites Consulting beliefs - © 2010 8
  9. 9. [client logo] WHAT? Empower them. Let them have their say. Enable them to share enriched content & social content.© InSites Consulting InSites Consulting’s Research Communities 9
  10. 10. [client logo] WHAT? Entertain them. Try to make it more fun for them: projective/creative techniques, video, ...© InSites Consulting InSites Consulting’s Research Communities 10
  11. 11. [client logo] WHAT? Let them play. Gamify your research and be amazed by the boost in reactions!© InSites Consulting InSites Consulting beliefs - © 2010 11
  12. 12. Teams battle to earn badges “We are lagging behind! I am sure with a gobby lass like me we can head back to the top!!! “ “When I got my expert badge I bragged to my kids and said there see I told you I was an expert lol its not often we get called such things so why shouldnt we be pleased with ourselves”Wow first place thats great and I wouldsay a very big thank you to The Duchess and Hettie who have placed some great posts.
  13. 13. We like to be challengedDidn’t you ever try to beat the system?
  14. 14. The journey to the other side DEPRIVATION ACTIVATION What happens on a psychological and What happens on psychological and physical level when 25 heavy physical level with 25 participants fruit/smoothies eaters don’t consume who don’t often eat fruit/smoothies, their regular amount of when they start eating more? fruit/smoothies?© InSites Consulting Taking Connected Research Forward 14
  15. 15. “Be the best in analyzing each other’s consumer behavior”Easy & FUN!20% unique insights coming from the crowd
  16. 16. [client logo] The story Equilibrium HOW? Creating an experience is hard work. Creating the right mix.© InSites Consulting InSites Consulting beliefs - © 2010 16
  17. 17. Conducting MROCs in BRIC countries?
  18. 18. HOW? Conducting MROCs in BRIC countries.Limitations in terms of target groups: young, urban, higher educated, higher income.
  19. 19. Managing expectations Moderation Rewarding Gamification Brand involvementHOW? Conducting MROCs in BRIC countries.Same ingredients, slighly different recipe.
  20. 20. HOW? Conducting MROCs in BRIC countries.Native moderation is key: local-to-local principle.
  21. 21. They become co-researchers© InSites Consulting
  22. 22. Impactful & engaging debriefs?
  23. 23. 23© InSites Consulting Creating positive disruption
  24. 24. [client Making research used logo]© InSites Consulting InSites Consulting beliefs - © 2010 24
  25. 25. [client logo] Create engaging experiences that inspire and are worth sharing @tomderuyck© InSites Consulting InSites Consulting beliefs - © 2010 25

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