The document discusses utilizing Market Research Online Communities (MROCs) to generate insights and solutions for innovation. It introduces the ICR-IS Method of MROCs, which is a three-step process: 1) Finding insights by classifying insights and identifying key insights, 2) Creating solutions such as generating ideas based on insights and developing personas, and 3) Optimizing concepts through concept clinics. A case study on home electrical appliances is presented, where an MROC was used to identify user insights and generate a new product idea for vacuum cleaners and microwaves. Social media was also monitored to develop concepts aligned with identified needs. In conclusion, the document advocates for trying MROCs to better understand users through experience

1. Innovation Community
Research:
How to Utilize MROCs to
Generate Insights and
Solutions
Shiggy Kishikawa
MROC Japan
Insights Valley Asia
@Penang, Malaysia
14:15-14:45
May 23, 2012
©MROC JAPAN
＃IVA12
1

2. Agenda
Why MROCs?
ICR-IS Method® of MROCs
Case Study
©MROC JAPAN
2

3. I. Why MROCs?
Market Research ・Online Communities
1. Innovation and Co-Creation
2. Innovation and Needs
3. MROCs
©MROC JAPAN
3

4. How
important is
innovation
for your
company?
INNOVATION
©MROC JAPAN
4

5. Co-Creation
©MROC JAPAN
5

6. Innovation and Needs
The most
important
concept
in marketing
is NEEDS.
By Philip Kotler
©MROC JAPAN
6

7. Winning Concept
HEADLINE
INSIGHTS (Fact=>NEEDS)
BENEFITS (SOLUTIONS)
RTB
PRICE
©MROC JAPAN
7

8. Tatemae, Honne, and
Subconsciousness
4%
1%
95%
“Honne" （what Japanese
consumers really feel inside）
and “Tatemae" （what
Japanese consumers say and
do in public）
©MROC JAPAN
8

9. Elevator Speech of MROCs in 30 sec.
Three values of MROCs (Faster, Cheaper, More effective insights)
Community (Common interest, small & private)
Real research
- 360 degree qualitative online research ( Focus groups, Depth, Selfethno, Diary, Survey etc. )
- Always-on research (24 hours, 7 days, 365 days)
- MOT research
Engagement
- Facilitation – Interaction –Intimacy – Honne –Sub-consciousness
Source: ESOMAR Workshop by Communispace in Miami 2011
Left: Ms. Judy Schlack Right: Ms. Manila Austin
©MROC JAPAN
9

10. X Text mining
©MROC JAPAN
10

11. II. ICR-IS Method®
1. Finding Insights
2. Creating Solutions
3. Optimizing Concepts
©MROC JAPAN
11

12. ICR-IS Method® of MROCs
Innovation/Insight Community Research
-Insights & Solutions
I.
Finding
Insight
- Insights classification
- Key insights
- Insights Map
©MROC JAPAN
II.
Creating
Solution
- Idea generation based on insights
- Super consumers
- PCN
III.
Optimizing
Concept
- Concept clinic
12

13. I. Finding Insights
Emotional
Negative
Positive
Rational
©MROC JAPAN
13

14. Key Insights
Relevance
Edge
©MROC JAPAN
14

15. II. Creating Solutions
Work
shop
at
MROC
©MROC JAPAN
Offline
work
shop
1.Super Consumer
2.Insights Map
3.PCN
15

16. 1.Super Consumer
Innovator-Influencer-Follower
イノベーション
©MROC JAPAN
16

17. 2. Insights Map
PI/NI_EI/RI at MROCs
<Needs>
KEY PI/NI
KEY EI/RI
<Benefits>
PI/NI
EI/RI
PI/NI
EI/RI
PI/NI
EI/RI
PI/NI
EI/RI
©MROC JAPAN
HAPPY
SOLUTIONS
PI/NI
EI/RI
Relevance x Edge
17

18. 3. PCN
Persona
Context
Needs
©MROC JAPAN
18

19. III. Optimizing Concepts :
Concept Clinic
Appeal-Impact-Relevance
Value
Question
©MROC JAPAN
Barrier
Improved
Points
19

20. IN SUM: ICR-IS Method® of MROCs
Innovation/Insight Community Research
-Insights & Solutions
I.
Finding
Insight
- Insights classification
- Key insights
- Insights Map
©MROC JAPAN
II.
Creating
Solution
- Idea generation based on insights
- Super consumers
- PCN
III.
Optimizing
Concept
- Concept clinic
20

21. III. CASE STUDY
1. Home Electrical Appliance
2. Social Media Listening
3. Conclusion
©MROC JAPAN
21

22. MROCs Design
MROCs Objective: Identify insights and generate
initial new product idea
Community: Home Electrical Appliance Fan
Community (HEAF)
Community Method: TCC (Short-tem MROCs)
Community Member: 100 HEA users for
housekeeping aged 20s-60s
Community Period: Aug-Sep 2011 (One month)
MROCs Platform: dub IdeaStream (UK)
©MROC JAPAN
22

23. Insights Map (1)
Vacuum Cleaner
<Needs>
<Benefits>
Heavy
Put it on shoulder
made by carbon
Weak suction
power
Cumbersome to
change nozzle
Bad air
©MROC JAPAN
Easy-touse for
cleaning
Key Insight
Light
weight
VC
Happy Solution
Not charging
type
Telescopic
nozzle
Air cleaning
23

24. Insights Map (2)
Microwave Oven
<Benefits>
<Needs>
Operation button
like PC
Enjoy cooking
Feeling of
accomplishment
Meet spirit
of inquiry
Professional
©MROC JAPAN
Masterhand
cooking
Key Insight
Fullfledged
MO
Taste which
professional
cooks make
My menu
registered
Happy Solution Professional
design
24

25. Reporting: Insights Visualization
©MROC JAPAN
25

26. Social Media Listening
MROCs Concept Goals
Encourage men’s housework
participation
Deliver “deliciousness”
Increase added value
Blog Insight Outcomes
consider men’s hobbies; explore DIY,
male mentality; handy tools are
attractive
producing delicious, authentic food is
important; taste and appearance results
matter
sensitivity to odor and sound; interest
in energy efficiency;
personalization/customization
Proposed Solutions
Align product design with men’s
hobbies
Highlight product claims that
focus on tasty results
Make product a collectible item
such as limited edition series or
part of a set
Utilize technology such as IH
and pressure that can bring
out the deliciousness in foods
Reduce overall odor and sound
Include an odor removal
mechanism
Include a smart meter to gauge
energy usage and savings
Select your own sound or even
upload your music.
By Lenz, Social media listening company
©MROC JAPAN
26
26

27. In Conclusion
I HEAR AND I FORGET.
I SEE AND I REMEMBER.
I DO AND I UNDERSTAND. (Confucius)
Try to Do MROCs!
©MROC JAPAN
27

28. THANK
YOU!
Twitter: @Experidge
Blog: www.minnanomr.com
Shigeru.kishikawa@mroc.jp
©MROC JAPAN
28