Tactical co creation community research method - The Case of MROCs in Japan Presented at QRWEBA2011 conference - organised by Merlien Institute

1. Tactical Co-Creation
Community Research
Method:
The Case of MROCs in Japan
Prepared for
QRWEB2.0
Prepared by
Shiggy Kishikawa, MROC Japan
Ryota Sano, Talk Eye
Haruo Yamasaki, Cross Marketing
Davy Chen, MROC Japan
Feb.23, 2011
©MROC JAPAN 1

2. Agenda
Online Qualitative Research (OQR) & MROCｓ in Japan
Introduction of Tactical Co-creation Community (TCC) research method
Discussion: How to expand OQR & MROCs in Japan and how to improve TCC
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3. Online Qualitative Research
in Japan
OQR is only 1% of MR total market size
MR market size: $1,270MM (2009)
Qualitative research 15%
Online qualitative
research 1%
(Focus groups 8%)
Online survey 38%
•Excluding syndicated survey, $1=82 yen
•Source: Japan Marketing Research Association
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4. MROC Japan Inc.
First
Leader of
specialized
MROCs
company of
business in
MROCs in
Japan
Japan
Three years Introduced
experience in MROCs into
online Japan market
qualitative in Feb. 2010 by
research the blog
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5. Cross Marketing Inc.
The second
largest online Social Media
Research
panel
specialist in
Company Japan
since 2003
Listed on Tokyo Partnering
Stock Exchange
Mothers (market for your
of the high-growth
and emerging best
stocks) decisions
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6. Social Media Research
Services by MROC Japan
TCC
MROCs
Social Media
SCC
Research
Social Media
Mining
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7. SCC
SCC
SCC: Strategic Co-Creation Community
SCC: Strategic Co-creation Community
 Long-term community
  So calledwho share Insight Community,
Participants MROCs, common interests
Online research Community, etc.
and have engagement with community
 Identifying and solve the business
problems
 Fully equipped with Web2.0 tools in the platform
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8. TCC
TCC: Tactical Co-creation Community
Research method
 Short-term community?
Can we call it‘Short-term community’?
Sounds contradictory?
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9. Short-term MROC?
A short-term MROC which I'm defining here as
at least one month - PluggedIn
‘We do not call it a community unless the members
can build relationships with each other!’
- Diane Hessan, CEO of Communispace
On the other hand,
‘Communities do not have to be permanent;
temporary communities work well for gathering
insights for specific projects and initiatives.’
- Tom de Ruyck of Insites Consulting
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10. Key Elements of MROCs
Building
relationship
Sharing
common Interaction
Creating
natural
LISTE
interests conversation NING
Strengthening
engagement
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11. Objective of TCC Case Study
To build the hypotheses on rejuvenation of ‘Fruitche’ brand of House Foods
Corporation, especially generation of new product ideas
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12. Fruitche (1)
House Foods needs to develop the revamp plan
Convenient
Sales has been
snack/dessert by
declining mainly
House Foods, one just adding milk.
because of very
of the large food Parent and child
competitive
manufacturers make together. It
market and the
was launched in
low birthrate
1976
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13. Fruitche (2)
http://housefoods.jp/products/special/dessert/index.html
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14. TCC Research Design (1)
Participants: 26 mothers aged 30s and 40s
Current and lapsed users of Fruitche
Group 1: 8 Innovators
Group 2: 8 Influencers
Group 3: 10 followers
Length of TCC: 2 weeks
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15. TCC Research Design (2)
Focus groups to compare them
with 6 same participants Interaction
before the TCC
4 topics (2 days for each topic)
Discussion Guide:  Background information on Children’s foods and
snacks /desserts
+ Free discussion  Discussion on usage and attitude of Fruitche
 Idea generation of Fruitche new products
at the end of week  Idea evaluation
Natural
conversation
TCC evaluation survey after
the TCC
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16. Comparison (1):
TCC vs. Focus Groups
Focus Massive insightful
TCC
Groups
remarks on each topic at
verbatim record of TCC
against FG because of
accelerating interaction
Effective evaluation of
each ideas at TCC
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17. #1 Premium
Fruitche
including
#9 many real
Coffee #8 Fruitche fruits
flavored which makes
Fruitche up the lack of #2
vegetables Fruitche
for adults
#7
Fruitche
in small
quantity #3
Fruitche
#6 Fruitche with with less
good nutrition sweet
balance which #5
makes up for #4 Fruitche
Fruitche
the loss of with
for
nutrients collagen
breakfast
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18. Comparison (2):
Innovators vs. Influencers vs. Followers
10 potential
ideas among
To generate the ideas
Innovators 19 new ideas
from
Innovators
To judge if it is worth
buzzing, word of mouth Influencers
To check the acceptance
of new ideas
Followers
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19. Comparison (3):
Discussion Guide vs. Free Discussion
LISTENING
ASKING Finding the
Fruitche for adults
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20. Results of Survey on TCC (1)
Participants were satisfied with TCC and will
attend one next time
Overall satisfaction
• 15 very much satisfied, 11 satisfied, 0 dissatisfied Good points
Intention of participation in future of
• 19 will definitely participate, 7 will participate participation
Interested to hear others’ opinions, which are helpful
Convenient to participate in accessible time at home
Can express my own view as much as possible without regard for
others
Can take time to think or organize my thoughts
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21. Results of Survey on TCC (2)
4 out of 6 participants who
All participants preferred to attended both focus groups
use ‘handle name’ rather and TCC told that they had
than actual name, which something which forgot, or
made them tell real opinions. did not come to mind at off-
line group session.
TCC
Most felt appropriate
both the length and All participants wanted
amount of incentive. to hear the results.
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22. Conclusion &
Discussion
TCC, short-term MROCs would work, i.e., provide more effective insights than BBFG:
IF: 1) we gather the participants who share the common interests,
2) we promote interaction among participants to build relationships and to create
natural conversation
TCC could be the good introduction to build the long-term MROCs for the
Japanese clients
Discussion: How to expand online qualitative research & MROCs in Japan
and how to improve TCC
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23. THANK
YOU!
Q&A
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