This is the full slidedeck of our Smartees Workshop on 'the Bright Future of Market Research' (11 February, 2014). The main focus is on how both traditional quantitative and qualitative research can be better, fresher and more contemporary by approaching participants and internal stakeholders differently.
This is the full slidedeck of 'the Future of Surveys' Smartees Breakfast session in London on 20 November 2013. The presentation elaborates on how our new approach allows true consumer collaboration in survey research, tapping into context and conversation. Based on eBay and Cloetta client cases, the actual impact of this new survey design is described. Presentation by Katia Pallini (Research Consultant, InSites Consulting) and LIsa Ohlin (Business Director FMCG & Retail, InSites Consulting).
From validating to understanding: Why measuring insights strenght is not suff...InSites Consulting
In today’s business reality, decisions cannot be based on random, uncontrollable factors such as luck. The same goes for the assessment of which insights to take on in the innovation funnel. In this fast-moving environment the risk of failure is greater than ever. Figures reported by the Doblin Group show that 96% of all new product introductions and innovations fail to return their cost of capital. The current market space requires brands to validate each step of the entire innovation process, starting with the validation of insights.
Considering the importance of validating these insights for the innovation process, the need for accuracy is more present than ever. Can insight validation through surveys reclaim its position to provide consistent and rich data for decision-making by capturing the complex consumer reality, while at the same time increasing the engagement level?
Ne laissez pas mourir vos prometteuses innovations de rupture !Ipsos France
Les innovations “Breakthrough” sont cruciales dans le succès et la survie d’une entreprise. Pourquoi ? Parce qu’elles vont doubler le retour sur investissement d’une innovation classique, non rupturiste.
D’un point de vue étude, il y a plusieurs questions qu’un marketeur doit se poser pour lancer avec succès des innovations de ruptures.
Rules of engagement in Health - What can we learn from conversations taking…InSites Consulting
Rules of engagement in Life Sciences & Health by InSites Consulting. What can we learn from conversations taking place on Facebook, YouTube & Twitter? Engaging consumers is key, brands try to win the hearts of consumers through social media. What can we learn from those experiences across brands?
Game on qualitative researchers: Using gamification to increase partipant eng...InSites Consulting
We believe gamification can be applied in 3 different phases of the research process; (1) during data collection, (2) during analysis and interpretation and (3) during reporting and presentation of the results. In this paper, we present an approach to gamification in online qualitative research. There is already ample research with respect to using gamification in quantitative research; however, a comprehensive approach for online qualitative research is lacking so far.
In this paper we will focus on using gamification during data collection and will briefly demonstrate how we apply gamification in the last 2 phases. At InSites Consulting, we identified 4 levels in an online community at which gamification can be applied to increase data quality, participant engagement and impact on the client side. From a question level to a community level, gamification helps, not only to increase participant engagement, but also to increase data quality.
Why every company needs a Chief Consumer OfficerNatalie Mas
Have you ever heard of the Chief Consumer Officer, the new board member every company should get in the near future? In the new paper of our Head of Consumer Consulting Boards Tom De Ruyck, you'll discover five steps to become a consumer-centric thinking company, where the Chief Consumer Officer plays a central role.
29 Revenue Model Options for Industrial enterprises (curated by @arnevbalen -...Board of Innovation
How to find new ways to make money as an industrial company? Explore 29 trigger cards with different business model options and pricing tactics (Industrial enterprise version). - by Board of Innovation
This is the full slidedeck of 'the Future of Surveys' Smartees Breakfast session in London on 20 November 2013. The presentation elaborates on how our new approach allows true consumer collaboration in survey research, tapping into context and conversation. Based on eBay and Cloetta client cases, the actual impact of this new survey design is described. Presentation by Katia Pallini (Research Consultant, InSites Consulting) and LIsa Ohlin (Business Director FMCG & Retail, InSites Consulting).
From validating to understanding: Why measuring insights strenght is not suff...InSites Consulting
In today’s business reality, decisions cannot be based on random, uncontrollable factors such as luck. The same goes for the assessment of which insights to take on in the innovation funnel. In this fast-moving environment the risk of failure is greater than ever. Figures reported by the Doblin Group show that 96% of all new product introductions and innovations fail to return their cost of capital. The current market space requires brands to validate each step of the entire innovation process, starting with the validation of insights.
Considering the importance of validating these insights for the innovation process, the need for accuracy is more present than ever. Can insight validation through surveys reclaim its position to provide consistent and rich data for decision-making by capturing the complex consumer reality, while at the same time increasing the engagement level?
Ne laissez pas mourir vos prometteuses innovations de rupture !Ipsos France
Les innovations “Breakthrough” sont cruciales dans le succès et la survie d’une entreprise. Pourquoi ? Parce qu’elles vont doubler le retour sur investissement d’une innovation classique, non rupturiste.
D’un point de vue étude, il y a plusieurs questions qu’un marketeur doit se poser pour lancer avec succès des innovations de ruptures.
Rules of engagement in Health - What can we learn from conversations taking…InSites Consulting
Rules of engagement in Life Sciences & Health by InSites Consulting. What can we learn from conversations taking place on Facebook, YouTube & Twitter? Engaging consumers is key, brands try to win the hearts of consumers through social media. What can we learn from those experiences across brands?
Game on qualitative researchers: Using gamification to increase partipant eng...InSites Consulting
We believe gamification can be applied in 3 different phases of the research process; (1) during data collection, (2) during analysis and interpretation and (3) during reporting and presentation of the results. In this paper, we present an approach to gamification in online qualitative research. There is already ample research with respect to using gamification in quantitative research; however, a comprehensive approach for online qualitative research is lacking so far.
In this paper we will focus on using gamification during data collection and will briefly demonstrate how we apply gamification in the last 2 phases. At InSites Consulting, we identified 4 levels in an online community at which gamification can be applied to increase data quality, participant engagement and impact on the client side. From a question level to a community level, gamification helps, not only to increase participant engagement, but also to increase data quality.
Why every company needs a Chief Consumer OfficerNatalie Mas
Have you ever heard of the Chief Consumer Officer, the new board member every company should get in the near future? In the new paper of our Head of Consumer Consulting Boards Tom De Ruyck, you'll discover five steps to become a consumer-centric thinking company, where the Chief Consumer Officer plays a central role.
29 Revenue Model Options for Industrial enterprises (curated by @arnevbalen -...Board of Innovation
How to find new ways to make money as an industrial company? Explore 29 trigger cards with different business model options and pricing tactics (Industrial enterprise version). - by Board of Innovation
How do you know you are delivering value minnebar13 - 4-13-18 with poll res...DevJam
In honor of Robert M. Pirsig, author of Zen and the Art of Motorcycle Maintenance, let’s have a Chautauqua on quality and value how we’re measuring it. Piggy-backing on last year’s theme from the Twin Cities Agile Day, we’re part of an AntiFrAgile organization if we’re measuring the right stuff. Are we measuring the right stuff? How do you know? I’ll share some philosophy, thoughts, and experience to start our discussion. We’ll use a polling tool to make the discussion interactive, participatory, and allow you to share your stories and experience.
This article, written by Saurabh Gupta, Managing Director, Human Factors International, was published in issue 08 of the Social Technology Quarterly.
Summary: Persuasion, Emotion and Trust take designing
beyond usability to building deeper relationships with customers. They enable brands to understand what triggers customers to respond and make purchase decisions.
Qualitative research has become a commodity and is in danger of losing its power to shape business strategy and provide inspiring consumer understanding. Learn what TNS is doing to reverse this trend.
http://www,tnsglobal.com/qualitative
Know Your Digital Consumer :: Summer Camp 2014 and The 2014 Digital Consumer ...Dave Norton
We invite you to come to participate in Summer Camp and The Digital Consumer Collaborative. Summer Camp is for any marketing leader, researcher, or strategist who wants to learn how to make better strategic decisions when thinking about digital. The Digital Consumer Collaborative is primary research, done collaboratively and focused on digital consumers. You will participate in deep ethnographic, co-creation, and quantitative using the Mantel Method
How to Conduct Successful Remote Research with Online Qual and Consumer React...Audrey Perelshtein
Two-part Digsite webinar series with Digsite CEO Monika Wingate and Expert Consultant Amy Elkes.
3/25/20
Part 1: How to Conduct Successful Remote Research with Online Qual
Part 2: Research Study on Consumer Reactions to COVID-19 Control Measures
Mapping the customer experience: innovate using customer experience journey mapsJoyce Hostyn
Do you know what your organization looks like from your customer’s perspective? In the digital age, silos and organizational bureaucracy manifest themselves through your digital presence. You can bridge these silos and overcome a bureaucratic inside-out mindset by visualizing the customer (learner, elder, citizen, patient, employee) experience through a customer experience journey map that captures both actual and emotional aspects of the customer experience. Then, map in hand, you can use it to design great outside-in customer experiences for your organization.
Using nudge theory to achieve a competitive edge with your UXFresh Egg UK
A presentation that covers the history and definition of Nudge theory, plus explains: the three key stages of implementing Nudge theory into your UX; example of nudges from the charity and private sectors; and test results of nudges Fresh Egg has implemented for some clients. To find out more about the EAST model mentioned in the presentation, search online for "Fresh Egg Resources" and download the free whitepaper
James Dias, CEO, and Lucas Dailey, Senior User Experience Designer, will present a workshop, “Designing connected care solutions at the intersection of medicine and finance” on Saturday, September 6th from 2:20-3:50 PM PDT.
The workshop will explore how the business of performance-based healthcare requires a balance between giving patients the best possible quality outcomes and doing it in a cost effective manner. This emphasis on value-driven medicine is producing the opportunity for new technology solutions that address both care and costs. Designing effective solutions for “Connected Care” requires an interdisciplinary approach that brings together the disparate fields of healthcare economics, patient engagement, and digital technology.
How to Deliver Happiness Through Archetypes and Customer Journey Dave Norton
Throughout history, four fundamental dispositions toward happiness have been described: transformative, altruistic, utilitarian, and perceptive. This research, based on philosophy, psychology, and ethnography, describes how companies can deliver on their promises to make customers happier.
Why cx matters to fs customers part of the 2015 lexden masterclass series i...Christopher Brooks
Tom Kerr FMRS, Head of Insight at Lexden, Customer Experience Consultants delivers a fabulous presentation on why customer experience matters to financial services consumers and how to connect with them to create preferential consideration.Held at the ABI, London October 2015. Video available from Lexdengroup.com
The Bright Future of Market Research Smartees WorkshopInSites on Stage
This is the full slidedeck of our Smartees Workshop on 'the Bright Future of Market Research' in Utrecht (15 April, 2014). The main focus is on how both traditional quantitative and qualitative research can be better, fresher and more contemporary by approaching participants and internal stakeholders differently.
How do you know you are delivering value minnebar13 - 4-13-18 with poll res...DevJam
In honor of Robert M. Pirsig, author of Zen and the Art of Motorcycle Maintenance, let’s have a Chautauqua on quality and value how we’re measuring it. Piggy-backing on last year’s theme from the Twin Cities Agile Day, we’re part of an AntiFrAgile organization if we’re measuring the right stuff. Are we measuring the right stuff? How do you know? I’ll share some philosophy, thoughts, and experience to start our discussion. We’ll use a polling tool to make the discussion interactive, participatory, and allow you to share your stories and experience.
This article, written by Saurabh Gupta, Managing Director, Human Factors International, was published in issue 08 of the Social Technology Quarterly.
Summary: Persuasion, Emotion and Trust take designing
beyond usability to building deeper relationships with customers. They enable brands to understand what triggers customers to respond and make purchase decisions.
Qualitative research has become a commodity and is in danger of losing its power to shape business strategy and provide inspiring consumer understanding. Learn what TNS is doing to reverse this trend.
http://www,tnsglobal.com/qualitative
Know Your Digital Consumer :: Summer Camp 2014 and The 2014 Digital Consumer ...Dave Norton
We invite you to come to participate in Summer Camp and The Digital Consumer Collaborative. Summer Camp is for any marketing leader, researcher, or strategist who wants to learn how to make better strategic decisions when thinking about digital. The Digital Consumer Collaborative is primary research, done collaboratively and focused on digital consumers. You will participate in deep ethnographic, co-creation, and quantitative using the Mantel Method
How to Conduct Successful Remote Research with Online Qual and Consumer React...Audrey Perelshtein
Two-part Digsite webinar series with Digsite CEO Monika Wingate and Expert Consultant Amy Elkes.
3/25/20
Part 1: How to Conduct Successful Remote Research with Online Qual
Part 2: Research Study on Consumer Reactions to COVID-19 Control Measures
Mapping the customer experience: innovate using customer experience journey mapsJoyce Hostyn
Do you know what your organization looks like from your customer’s perspective? In the digital age, silos and organizational bureaucracy manifest themselves through your digital presence. You can bridge these silos and overcome a bureaucratic inside-out mindset by visualizing the customer (learner, elder, citizen, patient, employee) experience through a customer experience journey map that captures both actual and emotional aspects of the customer experience. Then, map in hand, you can use it to design great outside-in customer experiences for your organization.
Using nudge theory to achieve a competitive edge with your UXFresh Egg UK
A presentation that covers the history and definition of Nudge theory, plus explains: the three key stages of implementing Nudge theory into your UX; example of nudges from the charity and private sectors; and test results of nudges Fresh Egg has implemented for some clients. To find out more about the EAST model mentioned in the presentation, search online for "Fresh Egg Resources" and download the free whitepaper
James Dias, CEO, and Lucas Dailey, Senior User Experience Designer, will present a workshop, “Designing connected care solutions at the intersection of medicine and finance” on Saturday, September 6th from 2:20-3:50 PM PDT.
The workshop will explore how the business of performance-based healthcare requires a balance between giving patients the best possible quality outcomes and doing it in a cost effective manner. This emphasis on value-driven medicine is producing the opportunity for new technology solutions that address both care and costs. Designing effective solutions for “Connected Care” requires an interdisciplinary approach that brings together the disparate fields of healthcare economics, patient engagement, and digital technology.
How to Deliver Happiness Through Archetypes and Customer Journey Dave Norton
Throughout history, four fundamental dispositions toward happiness have been described: transformative, altruistic, utilitarian, and perceptive. This research, based on philosophy, psychology, and ethnography, describes how companies can deliver on their promises to make customers happier.
Why cx matters to fs customers part of the 2015 lexden masterclass series i...Christopher Brooks
Tom Kerr FMRS, Head of Insight at Lexden, Customer Experience Consultants delivers a fabulous presentation on why customer experience matters to financial services consumers and how to connect with them to create preferential consideration.Held at the ABI, London October 2015. Video available from Lexdengroup.com
The Bright Future of Market Research Smartees WorkshopInSites on Stage
This is the full slidedeck of our Smartees Workshop on 'the Bright Future of Market Research' in Utrecht (15 April, 2014). The main focus is on how both traditional quantitative and qualitative research can be better, fresher and more contemporary by approaching participants and internal stakeholders differently.
I gave this presentation to an undergraduate Design Research class at the University of Kansas, taught by Julia Eschman and Tamara Christensen, in March 2011. It focuses on the importance of finding the right people to drive insights for ethnographic/design research, and addresses tactics for doing so.
Recruiting is a key part of the design research process that often does not get the attention it deserves, to the detriment of project outcomes. I invite you to share your experiences and questions, to build a dialogue about this topic!
Active Learning Through Social Media: How to Leverage Consumer Conversations ...Ripple6, Inc.
In this Webinar, we will help you understand how social media can be a promising new option for market researchers and show you some of the tools now available to address common research needs like ideation and innovation, communications optimization, product testing, and consumer understanding. We’ll explore the value of social media for gathering insight; what types of research are well-suited to social media and how to get started!
Unlocking brand value with social communitiesSTATSIT
Online brand communities can deliver consumer engagement, loyalty and become a major force for driving revenue. We will be investigating how to evaluate your social community and how to systematically develop it for brand growth. I will be sharing our latest findings from a joint study with WFA (World Federation of Advertisers) and immediate steps you can take to improve your return on social.
The small team in STATSIT has collected over hundreds of millions of social media conversations since 2008, manually classified around 200,000+ of them and conducted over 1,500 projects for over 170 brands.
This presentation aims to teach others how to use the user centered design methodology known as personas.
Personas are archetypes (models) that represent groups of real users who have similar behaviors, attitudes, and goals. A persona describes an archetypical user of software as it relates to the area of focus or domain you are designing for as a lens to highlight the relevant attitudes and the specific context associated with the area of work you are doing.
Going Deep with Social: Methods to Listen andRipple6, Inc.
Go beyond the initial step of listening on the web to see how simple, yet comprehensive solutions can help you to gain insights from some of the most relevant conversations among your customers. You'll learn about nimble, cost-effective methods that can be quickly deployed and integrated with your overall research plans.
• How do you generate rich qualitative insight on the discussions that are most relevant to you?
• How can you paint more vivid, lifelike pictures of your audience by understanding how they are connected and the context of conversations
The Halo Effect - Understanding the correlation between consumer and employer...Rebecca Feldman
LinkedIn's research, in partnership with Media Science, has strengthened our understanding of the intricate relationship between your consumer and employer brands. Our research also explores the impact of exposure to content about your company on brand perception.
5 ways innovative brands leverage social data insights (1)Cision
The social intelligence space is evolving rapidly. Will you stay ahead of your competitors and industry trends? Learn the intelligent approach communicators take to harness the power of social data to inform business strategy. Members of the Visible Technologies team show how to beat competitors with the latest social intelligence trends, reduce research spend, and move beyond standard social metrics.
Understanding customers is a fundamental activity of professional Product Management. There are many ways of gathering research that will help develop this understanding and this "Briefly Explained" presentation provides context to the What, Why and When of these different methods.
Similar to The Bright Future of Market Research Smartees Workshop (20)
The end of average is over: how to bring back our EDGE?InSites on Stage
No need to repeat the VUCA world is here and it is here to stay. While the power of ‘averages’ has successfully served the marketing community for so long, applying average thinking is now turning brands all over the world into zombies with most consumers not caring if 76% of all brands would disappear (Havas Media Group). If brands want to remain relevant and successful, they need to let go of average and embrace the edges. In his talk, Kristof De Wulf shares his view on how brands can benefit from edgy versus average thinking.
Fast-forward to more contextual, more agile and smarter qualitative research, a presentation by Annelies Verhaeghe & Sophie Van Neck for the ESOMAR Qualitative Research Congress on November 7, 2018 in Porto (PT).
Although research communities are probably one of the biggest disruptions happening in our industry in the past years, we believe that there is yet again another game changer around the corner: online chat. Online chat and chat bots will, in our opinion, make qualitative research more agile, more contextual and smarter. To explore the opportunities that chat offers, we decided to set up an experiment with Heineken. Join us on our journey and discover what we think might be the future of qual!
Market Research Today, Tomorrow and the Day after TomorrowInSites on Stage
Market Research in Germany – A picture of the future of the German research industry based on a study among German corporate researchers. Presented by Tom De Ruyck at the Planung & Analyse Insights 2017 event in Frankfurt (DE).
Does the future of your business depend on luck? Only 11% of decisions are taken with input from consumers, yet in these fast-forward times the need for agile consumer connection is growing. Not only do the traditional long linear research cycles need to move towards ongoing ‘test-learn-developed’ cycles, the technological (r)evolution brings many opportunities for research.
Presentation on contemporary consumer conversations by Annelies Verhaeghe as presented at Confirmit’s Mind Your Language Event in London in June 2017.
De Comeos e-commerce studie zit al aan de zevende editie en is het grootste e-commerce consumentenonderzoek in België, in samenwerking met InSites Consulting. In deze studie schetsten we een duidelijk beeld van de Belgische e-consument en hoe die evolueert in al zijn aspecten. Hét rendez-vous van het jaar voor iedere handelaar die intensief bezig is met e-commerce en omnichannel.
By its very definition, the pursuit of insights is an exercise in empathy. Surveys, focus groups, data collection, and so on — all just means to empathize with research subjects, to walk in their shoes. Like never before, virtual reality can almost literally put researchers into the shoes of their subjects. Using affordable 360-degree cameras and basic virtual reality, your clients can now experience the world of their consumer.
Rumblings about virtual reality and its promise have been around for years. Now, the promise has arrived. Come to see how virtual reality is already making an impact in our industry. A presentation by Thomas Troch, Business Director at InSites Consulting
The patient is no longer patient. Presentation of Christophe Jauquet (Business Director Health & Medical, InSites Consulting) at the European Health Insurance Conference in Berlin on Friday 23 March, 2017.
Since the early days of business, marketing gurus have preached their beliefs on how to build strong brands. These theories and models have been translated into numerous books to provide a clear framework for marketers on what to aim for and how to grow their brand.
But in this abundance of models and theories, marketers might find themselves lost in translation. In this presentation, we aim to simplify the world of marketing and bundle these frameworks in three main Brand Religions beyond the classic ‘Kotler-ian’ thinking, nl penetration, influencers and relationship religions.
SkyTeam, one of the largest international airline alliances, launched a pilot customer centricity project for their key product – SkyPriority. The pilot project used an innovative approach designed to evoke a feeling of customer centricity through research. Following the pilot implementation, we looked back and found a positive impact on high value customers and SkyPriority managers. Customers felt they could better collaborate with SkyTeam, and more importantly, they felt more valued as customers when compared to people who did not take part in the program. Airline managers also had a positive perception of the project and reported improved implementation of the SkyPriority product.
Recent insight generation work we conducted in our own industry has demonstrated that survey research needs to change drastically. We need to become more agile, smarter and more in line with today’s marketing standards, as well as better follow the pace of the business. We believe that, in order to make surveys strive again, we need to start embracing the possibilities of smart data integration. We are THE ideal industry to get the most out of ‘small data’. We will offer a framework to describe the different possible flavours of data collection beyond explicit questioning. In addition, we will share, based on a series of data integration experiments with global brands, what the added value is of each type and how they contribute to better insights and a higher return on those insights. Presented by Angie Deceuninck & Annelies Verhaeghe at ESOMAR Congress in New Orleans on Monday September 19, 2016.
Community member disengagement: a fundamental threat for viable research communities, presented by Steven Debaere (PhD IESEG) in collaboration with InSites Consulting at the ASC International Conference in Winchester on September 9, 2016.
This is the full slidedeck of our Smartees Workshop on Turning Insights into Impact, hosted by Tom De Ruyck (Managing Partner, InSites Consulting) in Ghent on Tuesday June 14, 2016.
Shaping your business together with patients Smartees WebinarInSites on Stage
This is the full slidedeck of our Smartees Webinar on 'Shaping your business together with patients', hosted on June 9 and streamed life from our Ghent office. Presentation by Christophe Jauquet (Business Director Health & Medical) & Sarah Van Oerle (Reserach Consultant).
Alieke Stubbe's pitch for the Febelmar Young Talent Award. The challenge? How can the research industry prepare itself today in order to be ready for challenges of tomorrow. With her presentation on the price of privacy Alieke convinced the jury of her talent and was therefore awarded Febelmar Young Talent of 2016.
The Bright Future of Market Research Smartees Workshop
1. The Bright Future of
Market Research
This is the full slidedeck of our Smartees
Workshop on ‘the Bright Future of
Market Research’ (11 February, 2014).
The main focus is on how both
traditional quantitative and qualitative
research can be better, fresher and
more contemporary by approaching
participants and internal stakeholders
differently.
3. CONVERSATION STARTERS
Hi, I am ….. and I work as…… @.......... .
When I think about research, I think…
I am here because …
My company uses research when…
I prefer quant over qual because…
I prefer qual over quant because…
15. 3 types of strategic focus (Tracey & Wiersema)
Operational
Excellence
Product
Leadership
Customer
Intimacy
Provide customers with
good, standard products
at low cost
Provide customers with
high quality innovative
products
Provide customers with
personalized products
that exceed
expectations
16. 3 types of strategic focus (Tracey & Wiersema)
Operational
Excellence
Product
Leadership
Customer
Intimacy
Provide customers with
good, standard products
at low cost
Provide customers with
high quality innovative
products
Provide customers with
personalized products
that exceed
expectations
99. Context is a better predictor
of consumer behaviour
100. Task 1: Your breakfast moment
Take a picture when you are heaving breakfast. What are you
having for breakfast and why do you choose this?
Task 1: Your breakfast moment
107. ADDED VALUE OF
Reaction time
IMPLICIT MEASUREMENT
NICHE
NATURAL
These items are not associated with the
given brand by a lot of respondents,
however the reaction time is faster than
average.
These are niche associations often
amongst users with a certain brand
experience.
These items are associated with the
given brand by many respondents and
the reaction time linked to the
association is faster than average.
These are natural and spontaneous
associations.
These items are not associated with the
given brand by a lot of respondents and
if associated the reaction time is below
average.
These items are not linked with brand.
These items are associated with the
given brand by many respondents but
the reaction time is below average.
These are potential associations which
can become natural if the given brand
enhances the communication.
LIMITS
POTENTIAL
% of respondents
139. ‘Online Communities’ become more and
more a true ‘Fusion Research’ tool that
allows for ‘triangulation’ on different
levels. Leading to more valid research
results, fresh inspiration and a deeper
understanding of the issue researched.
Frédéric Gennart / Inter IKEA Systems
151. Design the community
How will your community be setup?
3/ What are your questions & tasks for the
consumers?
• ..
• ..
2/ What’s the main goal of your community?
• ..
• ..
1/ Who will you select (profile, number)?
• ..
• ..
3/ Questions &
tasks
2/ What
1/ Who
152. What could be
the result?
IKEA CASE:
Fusion with Implicit Measurement
155. From good to
great
Focus groups were only giving
a snapshot of reality
Limited time spent with
consumers and a limited portfolio
of research techniques possible
Largely determined by the quality
and experience of the moderator
Internal stakeholders do not follow
sessions that often
157. Evaluation of a method
Doing things
Gaining a higher
Doing things that
faster and more
cost-efficient
quality of data &
were just not
deeper insights
possible before
158. Different country, different story
#1
#2
#3
#4
Reason to
participate
Conversation
guide
Role of the
moderator
Gamification
183. Diffusing research results
should be like getting those small
Magic Boxes from McDonald’s:
blending results, stories and quotes
Carole Lamarque / Linkman
184. Conversations from internal stakeholders
Communication is key!
Proud
company
Conversation
company
Boring
company
Adored
company
Conversations from external stakeholders
199. Head of Research Communities
linkedin.com/in/tomderuyck
tom@insites-consulting.com
@tomderuyck
Ready for a bright future?
www.insites-consulting.com
200. Katia Pallini
Senior Research Innovation Consultant
linkedin.com/in/katiapallini
katia@insites-consulting.com
@KPallini
Ready for a bright future?
www.insites-consulting.com