Consumer in the boardroom (version with extra notes)
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Baqmar Febelmar Presentation 17 May 2011; Pecha Kucha session about wow factor in market research; Including my speaker notes
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Consumer in the boardroom (version with extra notes)
- 1. Bringing the consumer in the boardroom Eva Pelgrims (@Eva_pelgrims)
- 2. The Wow Factor in Market research. Wow is about experiencing something new. About a feeling of freedom, autonomy.
- 3. WOW 2 deelnemers Communities are about giving participants a wow feeling. By becoming consultants to their favourite brand and to us as researchers. Moreover, the research process becomes an engaging experience.
- 4. Connecting is key. We all know the consumer has become empowered. Connecting is key, for marketers ànd market researchers. Traditional market research needs to be revised.
- 5. Communities at the core of new generation research. It’s a form of always-on research. What’s so unique about communities, is that they are so in vogue. Unlike other qual methods, they allow bringing together a crowd, to which we outsource certain tasks in an open call, in an asynchronous longer-term setting.
- 6. Is this really possible? Always-on research when surveys of more than 20 minutes are not done? It is possible when you make it an engaging experience, when participants can learn and receive feedback.
- 7. What makes research communities work? This presentation gives insights in our best practice for running such communities.
- 9. You Brand WHO? What is connecting community members? Identification is key. You need people who strongly identify with the facilitating brand or are heavily involved in the topic discussed.
- 10. WHO? You need the extremes. We can’t work with the average consumer. Why? Because this is the first qualitative tool which allows researchers to interact with them for a longer period of time. Participant engagement is crucial.
- 11. WHO? Less can be more. Our unit of analysis is a meaningful conversation, not the number of participants There is an optimal level of the number of conversations within a threat. If you go beyond the optimal, more is less. If you can reach and manage the optimum, less is more.
- 12. WHO? Moderator needs to be passionate. For our Ben & Jerry’s community the moderator went to Amsterdam for a meet & greet with the 2 founders of the brand, Ben & Jerry in Amsterdam. The fact that the moderator connects with the brand is amazing for participants. It makes them wanna share their story even more. This kind of passion is called in-house the C-factor of the moderator.
- 13. WHAT? Make sure to make it an experience. See this name? Chosen by the participants. See the lay-out? Co-designed by participants See the topics? Participants were involved in the research agenda. That’s what we call an engaging research experience.
- 14. HOW? Leverage participants on a social & content level. social insights
- 15. HOW? Social engagement It pays off to get social in research communities. Finding the balance is key. There’s an inverse U-shaped relation between social engagement and on-topic participation.
- 16. HOW? Content is king. We aim for ROI for our clients. Informational engagement – making sure participants want to deep dive within the research topics, even write blogposts about it, drives on-topic participation.
- 17. They become co-researchers. Taking it one step further, we ‘ve introduced co-researchers, normal participants with read-only rights who can comment on discussions & give feedback on our research analysis. Because we believe they can add useful insights to our conclusions, given their expertise as brand lovers.
- 18. They become part-time marketers. Because in the end, what we want, what we strive for, is giving our clients access to an extra team of marketers with extremely good knowledge on their brand .
Editor's Notes
- Hi I ‘m Eva. I’m in charge of research communities. Within these communities we try to give our community participants a wow feeling. It all originates from our mission at InSites Consulting, bringing the consumer in the boardroom. And how we do this, is in fact my story for you today.
- This event is about wow experiences. Well, this weekend I experienced one. My brother became the father of a son. If anything can give you a wow feeling, then it’s the birth of a new born in the family. For me, wow is about experiencing something you don’t experience every day. And about a feeling of freedom, empowerment, autonomy.
- With our communities we try to give participants such a wow experience aswell. First of all, They get the power to become consultants to brands, and to us as researchers. Pretty amazing I think What’s more, we create an engaging experience But why is this for us the future of market research?
- Why? Because The consumer has changed. He has become an autonomous party, influencing brands and companies at an ever-increasing pace. Classical market research doesn’t match this empowered consumer. Connecting is key. Why has power shifted? New mass media are available to every consumer (your number of followers on Twitter, your post on heavily visited consumer blogs, ...) Turning word-of-mouth into world-of-mouth: the effects of word-of-mouth are way more far-reaching than ever before (via social media) Consumers trust each other most: most studies support the fact that people are especially influenced by other people and less by media, advertising, PR, ... Making it their brand, not yours: marketers need to let go and understand that they do not control their brand, it is in the hands and minds of consumers So involve them in what you are doing: +50% of consumers want to co-create with marketers, they also expect it from brands And learn how to let go: leverage on the power that consumers have today and use them as part-time marketers, supporting your activation efforts as a marketer
- What’s up with research communities? What’s so unique them that they are so in vogue. Unlike 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. It allows to create engagement among researcher, participants as well as clients / marketers.
- Always-on research when +20 min surveys are not done! Some of you might want to stop me now and say: Is this really possible? Always on research while Response rates have been dropping for years. Response quality follows. Speeding. Straightlining. . Good people drop out because they never get rewarded for their effort. It is possible, when you make it fun, when participants can learn and receive feedback.
- What makes research communities work? And today, I will share with you our best practice our recipee for running such communities . What actually makes always-on research work? hope I can wow you with my story….
- There are three crucial elements within the equation: Who should participate? What will you do? How will you stimulate participation. In what follows, I will guide you through each of these ingredients.
- who do you want in the community. Identification is key. You need people who identify strongly with the facilitating brand or being heavily involved in the topic discussed. These people want to talk about your brand. And give you meaningfull discussions
- We can engage with participants for a longer period of time. This is the first quali mrs tool which allows researchers to engage with participants in an asynchronous way.
- Less can be more. Quality of response is crucial. Unit of analysis is a meaningful conversation. We’ve done research in cooperation with un of maas and there is an optimal level of the number of conversations within a threat. If you go beyond the optimal, more is less. If you can reach and manage the optimum, less is more. If you want more details about this study, I am more than happy to talk you through it during the reception; Our study tests and shows that there is an optimal level in the number of contributions per discussion thread in online research communities. 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. ‘ on-topic’ (remarks contributing towards the initial research question of the discussion thread) or ‘off-topic’ (remarks unrelated to the initial research question) Specifically, we found a decline in the quality of individual contributions over the course of time. as the number of posts in a discussion thread increases, the average number of on-topic arguments in these posts decreases after peaking at 24 posts. Consequently, focusing on driving high quantities of contributions only can be harmful and cause a loss. 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. In the full paper and presentation we will illustrate such approaches that we have successfully applied.
- For our Ben & Jerry’s community the moderator went to Amsterdam for a meet & greet with the 2 founders of the brand, Ben & Jerry in Amsterdam. The fact that the moderator connects with the brand is amazing for participants. It makes them wanna share their story even more. This kind of passion is called in-house the C-factor of the moderator.
- Make sure it’s an experience for participants. See this name? Chosen by the participants. See the lay-out? Pretty professional don’t you think? Co-designed by participants See the topics? Participants were involved in the research agenda. That’s what we call an engaging research experience.
- How do you make this happen? We’ve done research together with University of Maastricht, to understand what really drives participation. And in fact it’s a combination of interaction and information, insights. The R&D team of ISC, in collaboration with researchers at the university of Maastricht, have together researched the dimensions that influence participation levels within the community. We discovered that one of the benefits of running online research communities is that participants share a huge amount of information within such a setting, not only information directly related to research objectives, but broader , more personal and often more emotional information. This can be attributed in part to the qualitative and ongoing nature of community discussions and to the presence of a wider range of participants – real people as well as researchers and the client. Identification Stephan Ludwig, PHD candidate Info benefit: contributing to the research community by brand X is useful to get information about my topics of interest. Info engagement 1 (ATTENTION): I focus a great deal of attention on research topics discussed within the research community by brand X Info engagement 2 (ABSORPTION): When I am discussing and reading research topics in the research community by brand X, I often lose track of time Social benefit: it is nice to be in contact with other members in the research community by brand X Social engagement 1 (ATTENTION): I focus a great deal of attention on my friends within the research community by brand X Social engagement 2 (ABSORPTION): When I am chatting and reading what my community friends are doing, I often lose track of time Satisfaction: I am very satisfied with the way my needs are currently being met by the community organizers.
- Communities are nice for members, chit chatting, but does this move the company forward. It does pay off to get social in research communities. Finding the balance is key. Too much of too little is deadly. A high degree of social interaction appears to drive up participation levels considerable. While members of Community B, which didn’t encourage interaction, posted on average 136 messages a month, members of community A, in which social interaction was encouraged, posted a monthly average of 215 messages – 58% higher. Social interaction appears to be the driving force behind higher community participation. It thus pays to get social in research communities. To facilitate and promote social interaction among participants, we as community moderators encourage social discussions next to the research discussions and encourage participants to disclose some more personal information. For some clients, we even occasionally take the community offline (ex. Danio, ex. Dexia)Although not always feasible, previous studies have shown that such shared customer experiences strengthen a community and boost participation levels.
- But still content is king. Like this lion, who you can imagine going right for his target. Engaging participants on a content level, is what make our clients happy. Therefore, we explain participants what their exact role is and which marketing objectives they help to realise. Transparency is our mantra.
- Taking it one step further, we ‘ve introduced co-researchers, normal participants who can comment on discussions & give feedback on our research analysis. Because we believe they can add useful insights to our conclusions, given their expertise as brand lovers.
- In this way, the participants helped Philips in creating the right products for sleeping disorders. Because in the end, what we want, what we strive for, is giving our clients access to an extra team of marketers with extremely good knowledge on their brand.
- Communities are my passion, as is the son of my brother, Jules. Hope you have enjoyed my talk. Thank you !