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Research communities an agency proposition or brand asset

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Research Communities- An Agency Proposition or Brand Asset

By Stephen Cribbett

Presented at Merlien Institute's International conference on Qualitative Consumer Research & Insights 2011

Published in: Education
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Research communities an agency proposition or brand asset

  1. 1. Research Communities;An Agency Proposition or Brand AssetStephen CribbettCEO, Dubwww.dubstudios.com@dub_research
  2. 2. Key take-outs• An understanding of the similarities and differences in online research community typologies• An overview of how online research communities are currently being deployed• An understanding of the skills and resources required to run and manage online research communities• Threats to traditional market research agencies• Opportunities for MR agencies and practitioners to think differently• A view on the future of ʻsocial businessʼwww.dubstudios.com@dub_research
  3. 3. social media confusion new paradigm blurring market variation semantics educationwww.dubstudios.com@dub_research
  4. 4. Online qual is estimated to account for 4% of global MR revenues Include Research Communities in this and the figure is closer to 14%www.dubstudios.com@dub_research
  5. 5. Forrester
  6. 6. 1. Definitionswww.dubstudios.com@dub_research
  7. 7. Private Public Custom-built Open-source Managed Un-managed Branded Unbranded Panel Community Respondents Participantswww.dubstudios.com@dub_research
  8. 8. Research Community typologies Public Bulletin Board Focus Groups Private 2-30 participants Private / Unbranded Timewww.dubstudios.com@dub_research
  9. 9. Research Community typologies Public Innovation Jam Public/Private Branded c. 100,000 participants Bulletin Board Focus Groups Private 2-30 participants Private / Unbranded Timewww.dubstudios.com@dub_research
  10. 10. Research Community typologies Public Innovation Jam Public/Private Branded c. 100,000 participants Bulletin Board Focus Groups Private 2-30 participants Private / Unbranded Timewww.dubstudios.com@dub_research
  11. 11. Research Community typologies Public Innovation Jam Public/Private Branded c. 100,000 participants Bulletin Board Focus Groups Research Community Private 2-30 participants Private & Branded Private / Unbranded 300-500 participants Timewww.dubstudios.com@dub_research
  12. 12. Research Community typologies Public Brand Community > 000,000s participants Public Branded Innovation Jam Public/Private Branded c. 100,000 participants Bulletin Board Focus Groups Research Community Private 2-30 participants Private & Branded Private / Unbranded 300-500 participants Timewww.dubstudios.com@dub_research
  13. 13. Research Community typologies Public Brand Community > 000,000s participants Public Branded Innovation Jam Public/Private Branded c. 100,000 participants Community Panels Bulletin Board Focus Groups Research Community Private 2-30 participants Private & Branded Private / Unbranded 300-500 participants Timewww.dubstudios.com@dub_research
  14. 14. Research Community typologies Public Research Community Private Private & Branded 300-500 participants Timewww.dubstudios.com@dub_research
  15. 15. Research Community typologies Public ...when companies trade in anonymity, they gain better engagement , more textured insights and increased value overall....branded communities outperform unbranded ones. 21st Century Market Research; Leaving Our Comfort Zone by Communispace Research Community Private Private & Branded 300-500 participants Timewww.dubstudios.com@dub_research
  16. 16. el Disjointed ad-hoc online research mod Agency Moderators Ad-hoc Research Community Project C Project A Recruiters Project Bwww.dubstudios.com@dub_research
  17. 17. Research Community Clientsʼ connected online research Ad-hoc Research Community Project A Project C Project Bwww.dubstudios.com@dub_research
  18. 18. Research Community Clientsʼ connected online research Ad-hoc Research Community Bulletin Board Focus Groups Listening & Talking to brand communitieswww.dubstudios.com@dub_research
  19. 19. Research Community (proprietary) Research Community(ad-hoc, agency managed) Proprietary Research Community Bulletin Board Focus Groupswww.dubstudios.com@dub_research
  20. 20. 2. Skills and Resourceswww.dubstudios.com@dub_research
  21. 21. What you need to build an online research community? Software Members Hosts Taskswww.dubstudios.com@dub_research
  22. 22. www.dubstudios.com@dub_research
  23. 23. Knowledge Patience Empathy User-behaviours Time Listening Conversation Relationship building Conflict / crisis mngt Focus Disciplinewww.dubstudios.com@dub_research
  24. 24. The role of a Community Manager is to... • Maintain health and vitality of the community • Acknowledge and reward • Know the subjects and topics being discussed • Respond to questions and administer general support • Uncover insights • Listening and learning • Disseminating insight • Engaging stakeholders • Transforming business www.dubstudios.com @dub_research
  25. 25. Engagement is critical for quality - when people are engaged, they try harder, they do and share more and go to great lengths for companies when they know who they are talking to. 21st Century Market Research; Leaving Our Comfort Zone by Communispacewww.dubstudios.com@dub_research
  26. 26. 3. Problems & Challengeswww.dubstudios.com@dub_research
  27. 27. • Ad-hoc agency-led research communities proving costly and inefficient • Research Communities need investment in time, skills, resource, brand knowledge• Research agencies only extracting what is relevant to the commissioned work • Researchers arenʼt always good at building relationships, listening, talking and relationship building, and it takes time • Know your valued customers by name, not numbers • Clientʼs budgets are being squeezed • Better fit with overall strategic objectives requiredwww.dubstudios.com@dub_research
  28. 28. •Driven by marketing departments •Engaging business stakeholderswww.dubstudios.com@dub_research
  29. 29. The DIY clientwww.dubstudios.com@dub_research
  30. 30. The key benefit for us will be to have a We see a direct rather than continuous dialogue with our targetoutsourced relationship with audience.  Our community will enable usour consumers as being far to ask consumers a wider range ofmore beneficial for both questions which we perhaps wouldnt beparties. able to before because of time and budget restrictions and this will ultimately foster more of a research culture and consumer focus within the business. Our community will help foster a research culture within the business, where ideally every consumer When consumers interact with our focussed activity, whether product brand, whether through social media, or communication, is presented to events or research, they should, consumers first to ensure it fulfils wherever possible, be their needs and therefore is more communicating directly with it for the likely to succeed. most consistent brand experience. www.dubstudios.com @dub_research
  31. 31. 4. Scenariowww.dubstudios.com@dub_research
  32. 32. Participant Brand-owner Participant Participant Participant Participant Community Manager MR agency Brand-owner Researcher Participant Respondent Participant Participant Participant Participantwww.dubstudios.com@dub_research
  33. 33. Research Communities Discovery Engagement Ideation / Co-creation Researcher-centred methods Insight Feedback NPD Validation Advocacy Numbers/Stats Loyalty / Saleswww.dubstudios.com@dub_research
  34. 34. 5.The futurewww.dubstudios.com@dub_research
  35. 35. The future for market research can be...www.dubstudios.com@dub_research
  36. 36. The future for market research can be in the boardroom...www.dubstudios.com@dub_research
  37. 37. Informing business decision and business strategywww.dubstudios.com@dub_research
  38. 38. HOW •Owning the insight toolkit •Keeping insight alive for longer using new tools •Driving insight to the heart of a clientʼs business •Informing wider-reaching business decisions Capture Analyse Disseminate Inform Extendwww.dubstudios.com@dub_research
  39. 39. Visceral business Strategic foundations Collaborative Accountable Deeper connections Focussed Leaders Open Transparency Stimulating Aligned Spontaneous growth Participatorywww.dubstudios.com@dub_research
  40. 40. Social media is an experiential medium, itʼs iterative and generative in nature, itʼs designed to be, and it asks for human, hands-on involvement. This means that many brands and businesses have yet to appreciate how large a difference there is between an ʻorganisation that uses social mediaʼ, and a ʻsocial organisationʼ. Anne McCrossan, Visceral Businesswww.dubstudios.com@dub_research
  41. 41. www.dubstudios.com@dub_research
  42. 42. Technology, society, and work are all changing at breakneck speeds, but businesses are not keeping pace. When these emerging trends work together, they call for a new kind of business – one that is distributed, collaborative, agile and better positioned to succeed. Dachis Groupwww.dubstudios.com@dub_research
  43. 43. www.dubstudios.com@dub_research
  44. 44. Thank youStephen Cribbett, CEO@scribbett / @dub_researchwww.dubstudios.com/blogt. +44 (0) 20 7247 3327m. +44 (0) 797 663867e. stephen@dubstudios.comDub, unlocking creative researchLondon I Los Angeleswww.dubstudios.com@dub_research

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