Ray poynter training day - 2012 - 1
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Ray Poynter from Vision Critical University gave a presentation on MROCs (Multi-Client Online Communities) and community panels. He discussed how MROCs have become a fast-growing new research approach. He provided examples of branded MROCs like Banana Republic's private research community. Poynter also covered key aspects of running a successful MROC like naming conventions, member engagement, and using both qualitative and quantitative research methods.
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Ray poynter training day - 2012 - 1
- 1. A Presenta*on from The Fes*val of NewMR – Training Day 3 December 2012 All copyright owned by The Future Place and the presenters of the material For more informa:on about NewMR events visit NewMR.org Sponsored by: See the eXhib:on for booths from media partners & supporters An Introduction to MROCs and Community Panels Ray Poynter, Vision Cri0cal University
- 2. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 An Introduction to MROCs and Community Panels Ray Poynter Director @ Vision Critical University
- 3. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 The Fastest Growing New Approach Private Branded Research Communities
- 4. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 Banana Republic Private Branded Research Community
- 5. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 Qual Key Dimensions Days Years 50,000+ 30 Qual & Quant MROC MROC Community Panel Qual & Quant
- 6. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 The Naming of Communities PlaMorm Names Client Names Member Names MROC Community Panel Insight Engagement My views My voice
- 7. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 The Discovery Story • Launched in 2007 • Re-‐launched April 2012 with VC • Currently 3,000 core viewers • Response rates 50-‐55%
- 8. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 Let Us Entertain You Engaging, interac*ve surveys are key
- 9. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 Giving back
- 10. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 Uses of the Community Programme Tes*ng Start of Series Tes*ng Talent Tes*ng Sponsorship Research Post Campaign Analysis Tes*ng Print Topical Research Monthly Programme Tracker
- 11. The Institute of Directors 04/12/2012 11Speaker Ray Poynter, Vision Critical University, UK Training Day – Session 1
- 12. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 Who are the Policy Voice members? 3,000 Policy Voice members MD, CEO, CFO etc. Member profile 85% are male 90% are between 40-‐69 years
- 13. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 The Media
- 14. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 Influence Influencing the Budget Policy Voice used to test business reac:on to a possible tax change. The responses fed back to the Chancellor.
- 15. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 Credibility and Engagement All member comments are reviewed Engaging No fewer than 1,000 completes per survey Only one survey a month to set expecta*ons Consistent comple*on rate of 45%
- 16. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 www.cathaypacificinsights.com
- 17. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 4 Weeks Week 1 – Build community, recruit 600 members Weeks 2-4 – Profiling questionnaire – 6 Surveys – Online discussions – Rapid feedback to multiple teams
- 18. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 I was interested to know what improvements Cathay plan and also to be involved with those in some small way. As a loyal supporter of Cathay Pacific for over 25 years, I felt I had opinions that might ensure the CX brand retained its high quality. Why did customers join…
- 19. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 A very well executed experience, I like the easy ways the ques:ons were set up and convenient for me to respond. An excellent way to provide feedback on CX product & services -‐ far beUer than those in-‐flight ques:onnaires. Being part of the panel makes you feel closer to CX.. How did customers find it …
- 20. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 Everywhere and anywhere 8% 12% 80%
- 21. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 Issues to Consider? 1. Short-term or Long-term? 2. Qual or ‘Quant + Qual’? 3. Self-serve, Assisted, Full-service? 4. Branded or Blind?
- 22. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 Short-Term Qual Tends to be a replacement for other research – Groups, surveys, diaries Often combined with high intensity research – Gamification – Ideation, co-creation, auto-ethnography – Face-to-face elements For example: – Website designing, concept development, story creation
- 23. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 Long-Term Qual Commitment to long-term listening and co- creating Seen as the representatives of the customers and as advisors Usage includes: – Co-creating designs, materials, literature – Mystery shopping – Mass ethnography and auto-ethnography – Concept screening
- 24. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 Long-Term Qual & Quant The cost benefits tend to be driven by the quant Panel management is key Usage examples: – Qual – Everything except where non-users or market sizing or fresh sample is required
- 25. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 Incentives Short-term Qual Tends to be $ Long-term Qual Intrinsic & Extrinsic Long-term Qual & Quant Intrinsic & Extrinsic* * With Long-‐term, Qual & Quant communi:es, panel management, including being able to provide intrinsic rewards and managing complex extrinsic rewards is key.
- 26. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 Thank you Ray Poynter Director @ Vision Critical University
- 27. Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1 Ray Poynter Email Ray @ ray.poynter@visioncri:cal.com Follow Ray’s tweets at @ hUp://twiUer.com/raypoynter Connect with Ray on LinkedIn @ hUp://uk.linkedin.com/in/raypoynter Find out about Ray’s book at @ hUp://bit.ly/cmFnbo Check out Vision Cri:cal University @ hUp://vcu.visioncri:cal.com/