1. SynergizingR Always-on research 24/7 dialogues with consumers in a community? AMA Researchh & Strategy Summit 2011 September, Orlando, FL Tom De Ruyck Dr. Niels Schillewaert
5. An alternative way to get consumers all the way up to the ‘boardroom’ of your organisation.
6. 53% plans rank 2 out of 16 emerging technologies The status of online research communities today? 11% understands rank 16 out of 16 emerging technologies
7. Is this really possible? Always-on research when +20 min surveys are not done!
14. Threads can last for too long! Embed the interaction in community threads ...!
15. WHO? Creating in-depth relationships with few rather than superficial relationships with many.
16. i•den•ti•fi•ca•tion [ahy-den-tuh-fi-key-shuhn,] noun The convergence of brand's 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.
17. Social media netnography English - .co.uk websites > 100.000 conversations Research Community Answer specific questions Faster recruitment Social glue Targeted topic treatment
27. Goal-setting device Where to go Instructions What is possible Reputation Who you are Status & Affirmation What you did Group identification Who is like you
28. 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 shouldn't we be pleased with ourselves” Wow first place thats great and I would say a very big thank you to The Duchess and Hettie who have placed some great posts.
30. Informational engagement on- topic-posts Challenge: “Can you come up with the best summary of the answers on this topic? Rate the best summary up!”
31. Social engagement on- topic-posts Challenge: “Battle the other team in sharing as muchquality content as possible” Personal leaderboard Badges & win conditions: Most valuable contributors win! Golden nugget badge for best insight Topic x-expert for high topic contribution ...
32. We like to be challenged Didn’t you ever try to beat the system?
34. The journey to the other side DEPRIVATION ACTIVATION What happens on a psychological and physical level when 25 heavy fruit/smoothies eaters don’t consume their regular amount of fruit/smoothies? What happens on psychological and physical level with 25 participants who don’t often eat fruit/smoothies, when they start eating more?
37. Dear all, I really encourage all of you to spend this hour as it is not only a crucial part of the process to get your thoughts and thinking on this but it is also a fun learning experience for yourself. I just finished it myself and considered it time well spent despite my too full schedule. Maybe this is another incentive: I guess none of you want me to win this game…:-) MarikenKimmels, Heinz marketing director continental Europe “Be the best in analyzing each other’s consumer behavior” Easy & FUN! 20% unique insights coming from the crowd
62. 1. Which of the following is true? According to our research, what is the optimal number of posts in a research community thread? 30 (1)50
63. 1. Which of the following is true? According to our research, what is the optimal number of posts in a research community thread? 30 (1)50
64. 2. Which of the following is true? When applying crowd interpration, what % of insights is generated uniquely generated by the crowd? 11% 20%
65. 2. Which of the following is true? When applying crowd interpration, what % of insights is generated uniquely generated by the crowd? 11% 20%
66. 3. Which of the following is true? What was the average score of Unilever R&D executives in solving consumer quizes in the Consumer&U project? 4.7 4.6
67. 3. Which of the following is true? What was the average score of Unilever R&D executives in solving consumer quizes in the Consumer&U project? 4.7 4.6
72. Rule # 1 Excercise boosts brain power Rule # 4 We do not pay attention to boring things Rule # 9 Stimulate more of the senses Rule # 10 Vision trumps all other senses Rule # 12 We are powerful and natural explorers
78. Dr. Niels Schillewaert Managing Partner niels@insites-consulting.com @nielsamz Tom De Ruyck Head of Research Communities tom@insites-consulting.com @tomderuyck
Editor's Notes
Back in the early nineties when I learned market research, the first thing I learned was to construct a survey and sample in the most efficient way. It was not about engaging with people over the course of time, but about how to get the most out of data. Truely, there were focus groups ... But these resembled to people having therapy for a couple of hours, at best while sitting in bags ...Late nineties when we started our own business, many people thought we were crazy ... And admittedly we were. Back it was about copying what we did offline to online. It was about automational and efficiency gains. But with the subsequent semantic wave developments the web becames social ... and allows us to do transformational things.Admittedly, we are forced into it being faced by a reality of declining response rates ...This is the process of creative destruction and requires different skills!
Back in the early nineties when I learned market research, the first thing I learned was to construct a survey and sample in the most efficient way. It was not about engaging with people over the course of time, but about how to get the most out of data. Truely, there were focus groups ... But these resembled to people having therapy for a couple of hours, at best while sitting in bags ...Late nineties when we started our own business, many people thought we were crazy ... And admittedly we were. Back it was about copying what we did offline to online. It was about automational and efficiency gains. But with the subsequent semantic wave developments the web becames social ... and allows us to do transformational things.Admittedly, we are forced into it being faced by a reality of declining response rates ...The strange thing is, if you think about it, people generate more information than ever before ... Or they have the ability to do so.On the one hand social allows to tap into natural conversations or user generated content. It is a wild garden ... people talk online about whatever they want and we listen in. As such, we get answers without asking question, as well as answers to questions we did not ask. A derivative of this are are research communities. Research communities managed gardens but with some piece of freedom, based on the same social media rules. In research communities, consumers have conversations and as researchers we need to manage and drive these.
What’s up with research communities?What’s so unique about them that they are so in vogue. Unlike other qualitative other qual research techniques they allow bringing together a crowd, to which we outsource certain tasks in an open call, in an asynchronous LT setting by applying social media techniques.These capabilities are the biggest trend in online market research. Creating and allowing informational and tranformational effects. Allowing us to do things which where previously not possible before. It allows to create engagement among researcher, participants as well as clients / marketers.
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.
This section wants to provide background for the rest of the story.We need to change marketing thinking as a result of the fact that the consumer has gained more power versus the marketer.
Over the last years we have built quiet some experience in running communities and how to manage them for the best insights, in cooperation with the university of Maastricht. Having experienced everything we have come to decide to run either short 3 wk communities or LT 3 mo communities. Compare it to a fair: it is there for 3 weeks, has to be fun and after 3 weeks it is gone.Running a theme parc is different however. For a parc one needs to have recurring programme, but also has it’s seasonality (unless your Disney) – is sometimes closed, so you need stops. Go from strategic to tactic depending on your marketing needs. Longer is also not economical for end clients as they also need to digest the information (unless you have a research agenda that is so continuous it is not worth stopping and going).There is also a lot of debate about sample sizes. Through experimentation we have come up with calculation that sample size of 50 – 150 are sufficient. Based on - Community length Participation rate (mensen doen dit on waves) drop outAnother key learning tied to this is that 30 responses per thread is sufficient and best for the small eco system which communites are. And actually want to share the research we have done in this regard.
We draw on behavioural data from 3 similarly run research communities with a total of 817 participants which generated 6874 user posts spread over 332 threads. Following the method prescribed by Cacioppo and Petty (1981) to analyse the quality of cognitive qualitative comments all posts were classified by 2 coders. The posts were coded as either ‘on-topic’ (remarks contributing towards the initial research question of the discussion thread) or ‘off-topic’ (remarks unrelated to the initial research question) and whether the post was just a reaction to the initial topic or (also) an interaction between other members of the community. As such we could assess the quality of community posts as illustrated in Figure 2. In the coding of the data care was taken for adequate inter-coder reliability (lowest Krippendorf’s α was 0.89). We used two different coding teams: one to code whether the theme was on/off topic and another to assess whether a post contained an interactional effect or not.Finally we send out a survey questioning satisfaction with the community, community identification, perceived informational and social benefits of participating in the research community and identification with the facilitating brand. Of the 817 community members across all three communities 331 completed the survey, yielding a response rate of 40.5%. The survey data will allow us to assess the drivers of on-topic arguments and insights into how researchers can manage them.
On topic arguments in a post have an optimum. The number of substantive arguments decrease significantly afterwards.
Being involved with the brand under study is the most important driver for people to post on-topic. If you have brand fans in a community, that is positive for the learning you get out of them.The same holds for the involvement with the topic. If people are very involved and engaged into the information posted (e.g. They lose track of time reading through or devote a great deal of attention), they contribute more heavily as well as with more relevance.Interaction in the community, however, showed to be more important than topic involvement but detrimental to the relevance of thread posts. This was a finding which was worrying to us as communities ARE social, we want to engage ... So we thought interaction would have been good. Therefore we analyzed whether posts were merely loose interaction or tied to the original question. This was done by other coders to avoid common method variance.
Both forms of interaction were compared in terms of generating substantive arguments and we found not both types of interaction were detrimental. When interaction in a community is embedded and tied to the original question it does generate significantly more new and on topic information compared to not having interaction at all. However, if people interact on loose end it is weighing on the quality of th thread.
So, what is the Darkside of Crowdsourcing?There is an important role for researchers and community moderators in building identification with the community, keeping up the engagement with the topic to keep the discussion going while not letting members over-socialize and drift away from the researchers’ agenda.
We hebben er veel meer aan om relevante content: kwaliteit boven kwantiteit, diepgang vs. oppervlakkigheid
Consumers identifying with your brand are the ones talking positively about it, ultimately having an impact on brand equity.Results from our brand leverage study conducted in 15 countries in cooperation with Houston University can be accessed here: include results.
objectives
This section wants to provide background for the rest of the story.We need to change marketing thinking as a result of the fact that the consumer has gained more power versus the marketer.
A peer Trust Inspirational Collaborative Behind the scenes Connecting
Doesn’t everyone have an uncle that is awesome at stratego? Jeu de boules? A grandfather? Yesyoudo!3500 BC: SENET, in egypte; oudste boardgame ter wereld. Waarom spelen mensen al zo lang spelletjes?
It’s SHARED SYMBOLISM
Fast processing – focus onlearning moves, tricksfor survivalSothismightbe the stereotype we have from a gamer…
People want information: if they post quality content, they get points, point treshold reached, then they get information as a reward. More informationleads to more on-topicposts
Informational engagement: get them to engage with information by challengingthem; This is more challenging stuff, needs to beimplementedtowards the end;itboosts the learningexperience
Social benefitbyin-crowdcreation: we vsothers
Online game played by Heinz marketers & research participants
This section wants to provide background for the rest of the story.We need to change marketing thinking as a result of the fact that the consumer has gained more power versus the marketer.
A peer Trust Inspirational Collaborative Behind the scenes Connecting
This section wants to provide background for the rest of the story.We need to change marketing thinking as a result of the fact that the consumer has gained more power versus the marketer.
Wat kan je met fans doen?Zijn ook kritisch ... Cf scoop shop die failliet ging, of B&J verkocht in nachtwinkel: past niet als bak vuil is ..
Je fans moet je engagenThey are critical:Nightshop exampleScoop shop that went bankruptAnd they inspire:- Ice cream making, storing and branded utility
Off topic social corner
Co-creation van de naam, smaken laten proeven, fotos laten opladen ...
C-factor = passie voor meet en greet met B&J
This section wants to provide background for the rest of the story.We need to change marketing thinking as a result of the fact that the consumer has gained more power versus the marketer.
7x times more insights versus non-gamified
Users‘I know how consumers decide which products to buy’ +13%‘I often ask friends what they think about our products’ +43%‘In the supermarket I always check Unilever & competitors’ products +9%
Participants
This section wants to provide background for the rest of the story.We need to change marketing thinking as a result of the fact that the consumer has gained more power versus the marketer.
This section wants to provide background for the rest of the story.We need to change marketing thinking as a result of the fact that the consumer has gained more power versus the marketer.
But WHY?We can use our brains more effectively and in fact research was supposed to stimulate our thinking. Our research tools are currently not in line with the brain rules and we have lost the attention of managers as well as consumers ... While we do not really know what happens out there.Now that’s what I call scary!Let consumers and managers do stuff themselves! The future is task based research in which we observe what happens, probed or not ...Get people out of their comfort zone and if they are not naturally engaged in a topic, we will have to find creative ways of generating the involvement.Use AV materials and enhanced multi-media content
Activation DeprivationWhen Chuck Noland was deprived of any form of social contact and explored and searched for alternatives ...If we want to learn about adoption and why people adopt an innovation or brand, why do not we ask them not to use it for whilegive non-adopters people new products and have them use it ... And ask them to report about it with us and among peers?Make people go through an experience on purpose and share pictures, movies, photos and their stories to peersfeed back findings not only to researchers but to the crowd, they interpret what they see and report it back – it will be complementary
When it comes to intelligence generation ...
Back in the early nineties when I learned market research, the first thing I learned was to construct a survey and sample in the most efficient way. It was not about engaging with people over the course of time, but about how to get the most out of data. Truely, there were focus groups ... But these resembled to people having therapy for a couple of hours, at best while sitting in bags ...Late nineties when we started our own business, many people thought we were crazy ... And admittedly we were. Back it was about copying what we did offline to online. It was about automational and efficiency gains. But with the subsequent semantic wave developments the web becames social ... and allows us to do transformational things.Admittedly, we are forced into it being faced by a reality of declining response rates ...This is the process of creative destruction and requires different skills!
