Presented at the AMSRS National Conference 2011

1. The Curious Nature of User
Generated Content

2. Get more from community members
Platform Design Rewards and Incentives Moderator’s role

3. Online Communities
for Market Research

4. 9 million Australians on social media
There’s a social networking site for every type of interest –
personal, professional, academic, hobby.

5. You may have heard of these referred to as MROCs, Online
Research Communities or Insights Communities
Market research has built its own
social networking sites
(Poynter 2010)
“Online research communities
are those created specifically
to facilitate market research,
and are quite distinct from
other online communities ”
(Poynter 2010)

6. Duration
Branding
Agenda
Membership

7. A powerful tool for user
generated content

8. “Letting consumers take you places you
would not have thought of at the outset,
helping you uncover new insights”
(Needham 2009)

9. As participants
become more
sophisticated,
so too must our
technology

10. The roles of psychology,
sociology and software design

11. Social
Affordance
(How we interact with our environments)

12. Motivations
How we motivate members is pivotal to
maintaining high levels of participation

13. Extrinsic or Intrinsic rewards?

14. Extrinsic rewards…

15. ≠ greatest
participation

16. Enhance intrinsic rewards

17. “I have felt like being part of a
big family where I could share my
thoughts and emotions, and
receive responses from people
who genuinely care”
(Community Member, Latitude Insights)

18. Tools of the trade

19. Indirect Monitoring Tools

21. Frame
Stabilizing
Tools

22. Reputation Systems

23. User
Driven

24. Content
Driven

26. Social cues should guide design
Consider how you motivate
Let members into the driver’s seat!

27. LATITUDE INSIGHTS
Changing the conversation
Melbourne office
312 Waverley Road
Malvern East VIC 3145
P: +61 3 9571 1199
Sydney office
Suite 8, 43-45 Burns Bay Road
Lane Cove NSW 2066
P: +61 2 9420 2337
E: conversations@latitudeinsights.com.au
W: latitudeinsights.com.au
Contact us:
Dianne Gardiner
CEO
dianne@latitudeinsights.com.au
0417 323 765
Any questions?