This document discusses three types of strategic focus for businesses: operational excellence, customer intimacy, and product leadership. Operational excellence involves providing standard, low-cost products to customers. Customer intimacy focuses on personalized products that exceed customer expectations. Product leadership means offering innovative, high-quality products. The rest of the document discusses how to engage customers and empower them as smart co-creators through the use of online communities and social media research.
Research in the mobile mindset: Exploring the unexplored in the mobile research space (by InSites Consulting). 2012 finally seems to be the year of mobile. Smartphone penetration booms, mobile marketing budgets grow exponentially, and in the US alone, the app economy has created about half a million jobs (Mashable, 2012) in only 5 years time. In the slipstream of this, the market research industry has a close eye on the ball. Both on the technology and the methodology side, we see that our research toolbox is mobile enabled.
Most of the current research efforts are based either on mobile surveying as a tool (see, among others, Luck, 2011) or on mobile ethnography (see, among others, Atkinson & Conry, 2011). We miss a couple of dimensions in the discussion.
In this paper you can read more about the benefits of mobile surveying beyond the tool, the use of mobile in Market Research Online Communities (MROCs) and how research can help you with your mobile marketing. At the ESOMAR 3D Conference in Amsterdam (NL), the presentation by Annelies Verhaeghe & Anouk Willems was awarded Best Presentation of the 3D Conference.
Think Big and Connect to the Max: How Pepsico (re)connected the Ruffles brand...InSites Consulting
ย
PepsiCo wanted to (re)connect the Ruffles brand with the Turkish youth. For six weeks a โMarket Research Online Communityโ (or โConsumer Consulting Boardโ) was the central hub in which the dialogue between Gen Y, the Ruffles brand team and the advertising agencies of PepsiCo took place. In three sequential stages we moved from generating insights into Turkish youthโs everyday life and their aspirations over testing and fine-tuning activation platforms and campaigns to creating an understanding of the role of social media in brand activation today. To enhance decision making, we wanted to connect all stakeholders to a maximum extent with the target group. To realize that, we created several touch points between the consumer world (the research results) and the business world (the marketing team and their objectives) while sharing our research results: online and offline consumer immersion exercises with all stakeholders, intermediate debriefs and workshops, a creative brainstorming session and a live chat session with members of the community during that brainstorm. This paper gives insights into the power of using research communities to deeply understand a target group and in the value of โtriangulationโ in qualitative research (tackling the same issue from different angles and with different eyes). It also illustrates how creating several touch points between the consumer world and the business world can deliver bigger impact on marketing thinking.
It was 1876 and Alexander Graham Bell was pitching his start-up. He offered Western Union his telephone technology for a rumored $100,000. The company dismissed it as 'an electrical toy'. The quote, although recently challenged for its authenticity, is an accurate reflection of the factors that drive product adoption. What is recognizable speech if not product readiness, telephone devices in every city, a means of distribution and the question of why anyone would use it - that of shifting consumer habits? Fast forward 130 years and the questions are the same about video communications. Video communications are nothing new. The goal of making it easier to see the person youโre talking to is a consistent theme in telephony. And yet by far the fastest growing communication method in the last 50 years has been short, asynchronous text messaging, with WhatsApp alone generating 18.3 trillion messages annually and an aggregated SMS volume at 8.16 trillion. So why is video communication not mainstream yet and what can we do to accelerate its adoption?
Exploring the world of water - The conversation revolution: brands & people d...InSites Consulting
ย
Danone wanted to understand the use of water in daily life and highlight consumer expectations for water consumption in general, in order to determine the main consumer perceived benefits. It was important to focus on the scientific objectives (also afterwards in clinical testing) to prove and understand 4 certain effects of water. The final output Danone was looking for needed to confirm that water can bring real benefits for consumers and to show which benefits would be most impactful in the market when proven. In order to investigate water consumption from different angles, we implemented a โfusion researchโ design. Fusion research is a research design where multiple (contemporary) research methodologies are combined in order to study a certain research question from different angles. By applying triangulation, a holistic view is achieved around the same solution or marketing problem. Each of the selected methods adds one piece to the final puzzle and serves as input for the subsequent phase.
Synergizing natural and research communities: Caring about the research ecosy...InSites Consulting
ย
Research panels are under a lot of pressure: for far too long we have treated panels as ordinary databases. As a result, response rates to traditional surveys are in decline and it becomes harder to motivate people to participate in research projects. As researchers, we have to look into alternatives that still allow us to learn about the attitudes and behavior of consumers.
Thanks to the rise of social media, a whole new stream of consumer information has become available and our industry is embracing it as the new Walhalla. By using methods such as โsocial media netnographyโ in which online conversations and stories are observed, researchers learn from online sources of textual and visual information that are freely available (Verhaeghe, Van den Berge, Schillewaert, 2009). Instead of asking new input from research participants, existing information is recycled. Because consumers are free to talk about whatever they like, social media netnography does not only provide answers on research questions one already had, but it also gives answers to questions they did not ask and answers without asking questions.
User-generated content is a welcome new source of information for researchers. But unlike our research panels, we should treat this new ecosystem with caution and preserve it while we still can. We need to learn from the past when we experiment with new ways of doing research.
For IKEA, the yearly Catalogue is the main communication channel with existing and potential customers globally. This case study shows how the 2013 edition of the Catalogue and possible covers for the 2014 edition were evaluated qualitatively around the world, through Market Research Online Communities (or Consumer Consulting Boards) in five different countries.
Game on qualitative researchers: Using gamification to increase partipant eng...InSites Consulting
ย
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.
Research in the mobile mindset: Exploring the unexplored in the mobile research space (by InSites Consulting). 2012 finally seems to be the year of mobile. Smartphone penetration booms, mobile marketing budgets grow exponentially, and in the US alone, the app economy has created about half a million jobs (Mashable, 2012) in only 5 years time. In the slipstream of this, the market research industry has a close eye on the ball. Both on the technology and the methodology side, we see that our research toolbox is mobile enabled.
Most of the current research efforts are based either on mobile surveying as a tool (see, among others, Luck, 2011) or on mobile ethnography (see, among others, Atkinson & Conry, 2011). We miss a couple of dimensions in the discussion.
In this paper you can read more about the benefits of mobile surveying beyond the tool, the use of mobile in Market Research Online Communities (MROCs) and how research can help you with your mobile marketing. At the ESOMAR 3D Conference in Amsterdam (NL), the presentation by Annelies Verhaeghe & Anouk Willems was awarded Best Presentation of the 3D Conference.
Think Big and Connect to the Max: How Pepsico (re)connected the Ruffles brand...InSites Consulting
ย
PepsiCo wanted to (re)connect the Ruffles brand with the Turkish youth. For six weeks a โMarket Research Online Communityโ (or โConsumer Consulting Boardโ) was the central hub in which the dialogue between Gen Y, the Ruffles brand team and the advertising agencies of PepsiCo took place. In three sequential stages we moved from generating insights into Turkish youthโs everyday life and their aspirations over testing and fine-tuning activation platforms and campaigns to creating an understanding of the role of social media in brand activation today. To enhance decision making, we wanted to connect all stakeholders to a maximum extent with the target group. To realize that, we created several touch points between the consumer world (the research results) and the business world (the marketing team and their objectives) while sharing our research results: online and offline consumer immersion exercises with all stakeholders, intermediate debriefs and workshops, a creative brainstorming session and a live chat session with members of the community during that brainstorm. This paper gives insights into the power of using research communities to deeply understand a target group and in the value of โtriangulationโ in qualitative research (tackling the same issue from different angles and with different eyes). It also illustrates how creating several touch points between the consumer world and the business world can deliver bigger impact on marketing thinking.
It was 1876 and Alexander Graham Bell was pitching his start-up. He offered Western Union his telephone technology for a rumored $100,000. The company dismissed it as 'an electrical toy'. The quote, although recently challenged for its authenticity, is an accurate reflection of the factors that drive product adoption. What is recognizable speech if not product readiness, telephone devices in every city, a means of distribution and the question of why anyone would use it - that of shifting consumer habits? Fast forward 130 years and the questions are the same about video communications. Video communications are nothing new. The goal of making it easier to see the person youโre talking to is a consistent theme in telephony. And yet by far the fastest growing communication method in the last 50 years has been short, asynchronous text messaging, with WhatsApp alone generating 18.3 trillion messages annually and an aggregated SMS volume at 8.16 trillion. So why is video communication not mainstream yet and what can we do to accelerate its adoption?
Exploring the world of water - The conversation revolution: brands & people d...InSites Consulting
ย
Danone wanted to understand the use of water in daily life and highlight consumer expectations for water consumption in general, in order to determine the main consumer perceived benefits. It was important to focus on the scientific objectives (also afterwards in clinical testing) to prove and understand 4 certain effects of water. The final output Danone was looking for needed to confirm that water can bring real benefits for consumers and to show which benefits would be most impactful in the market when proven. In order to investigate water consumption from different angles, we implemented a โfusion researchโ design. Fusion research is a research design where multiple (contemporary) research methodologies are combined in order to study a certain research question from different angles. By applying triangulation, a holistic view is achieved around the same solution or marketing problem. Each of the selected methods adds one piece to the final puzzle and serves as input for the subsequent phase.
Synergizing natural and research communities: Caring about the research ecosy...InSites Consulting
ย
Research panels are under a lot of pressure: for far too long we have treated panels as ordinary databases. As a result, response rates to traditional surveys are in decline and it becomes harder to motivate people to participate in research projects. As researchers, we have to look into alternatives that still allow us to learn about the attitudes and behavior of consumers.
Thanks to the rise of social media, a whole new stream of consumer information has become available and our industry is embracing it as the new Walhalla. By using methods such as โsocial media netnographyโ in which online conversations and stories are observed, researchers learn from online sources of textual and visual information that are freely available (Verhaeghe, Van den Berge, Schillewaert, 2009). Instead of asking new input from research participants, existing information is recycled. Because consumers are free to talk about whatever they like, social media netnography does not only provide answers on research questions one already had, but it also gives answers to questions they did not ask and answers without asking questions.
User-generated content is a welcome new source of information for researchers. But unlike our research panels, we should treat this new ecosystem with caution and preserve it while we still can. We need to learn from the past when we experiment with new ways of doing research.
For IKEA, the yearly Catalogue is the main communication channel with existing and potential customers globally. This case study shows how the 2013 edition of the Catalogue and possible covers for the 2014 edition were evaluated qualitatively around the world, through Market Research Online Communities (or Consumer Consulting Boards) in five different countries.
Game on qualitative researchers: Using gamification to increase partipant eng...InSites Consulting
ย
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.
From validating to understanding: Why measuring insights strenght is not suff...InSites Consulting
ย
In todayโs 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?
Running engaging Market Research Online Communities. Social media has gained considerable human relevance. User-created content, citizen journalism and online social interactions (e.g. conversation, collaboration, participation, sharing, connecting) are embedded into the daily lives of consumers. With the different semantic waves of the web, the entire market research process and industry has undergone clear changes. Market research has changed from asking questions to having conversations with consumers. Online Research Communities have proven to be a viable environment to engage with consumers as well as marketing executives in a connected and participatory way. What makes research communities unique is that they assemble consumers to interact in an asynchronous longitudinal setting by applying social media techniques. Companies outsource tasks to a crowd (e.g. product and service creation and testing) in an open call in order to bring consumers inside organizations all the way up to the boardroom. Research communities bring true consumer connect between marketers and their target groups as they use interactive tools to tap into social interactions between people, and allow a more equal relationship between researchers, brands and participants.
Why every company needs a Chief Consumer OfficerNatalie Mas
ย
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.
The Art of Research: Using the power of images to increase the value of the D...InSites Consulting
ย
DIESEL recognizes the need for social currency among today's increasingly digitalized Generation Y and is focusing its efforts on Pinterest as the ideal location to inspire and connect with females within their desired target demographic. DIESEL is known for tapping into subcultures with self-aware marketing, which is also the case on Pinterest. The platform allows DIESEL to build a unique look and feel by making it easy for them to bring the personality and DNA of the brand in an accessible magazine-like online display.
As a fashion company, DIESEL can use Pinterest as a brand-building exercise where they can tell the brand story, showcase DIESELโs many facets, display individual collections and campaigns and where anyone can learn what the brand stands for. DIESEL launched its Pinterest page in the early days of the platform. Over the last year, they maintained their boards merely as a mirror of their Facebook content. The strategy was to showcase their collection as a lifestyle brand.
Early 2013, the growing popularity of the platform brought Pinterest into strategic focus in its own right. Additionally, considering DIESELโs strategic decision to augment its focus on communicating with women and the fact that Pinterest is more used by women, DIESEL wanted to focus its efforts on Pinterest to use it as a valuable communication channel to connect with this female target group online. In order to optimize the platform for brand activation, instead of a repository of Facebook content, there was a strong need for insights on the best digital strategy for the DIESEL Pinterest page.
When community members take over (by InSites Consulting). There will always be a gap between what a consumer shares and how a researcher interprets it. This disparity is created by a cultural, generation and/or knowledge gap. These different gaps make it difficult for a researcher to put things into the right perspective. Here, community participants can help us out. By becoming our co-researcher, they can find more and new insights that would otherwise not have been captured. Customers feel empowered and honoured when they are asked to become co-researchers. There are many ways to collaborate with co-researchers. In this article, our experience with co-researchers is illustrated in three case studies from Campbellโs, Air France-KLM and Philips.
An ever-increasing number of organizations is chasing the benefits of social collaboration. Unfortunately many of these initiatives leave participants behind with a hangover. Gartner estimates that throughout 2015 about 80% of social business efforts are not expected to achieve the intended benefits. Here are 10 tips to avoid a collaboration hangover. Enjoy the read!
Insight-Driven Innovation: Structural collaboration with consumers for breakt...InSites Consulting
ย
Even iconic brands like Heinz have a need for innovation, and solid consumer insights are crucial for its success. The challenge here was how consumer insights could be leveraged to a maximum. How can we generate as many unique insights as possible which are also relevant for consumers? How can we engage both internal and external stakeholders to use the consumer insights? What human insights - related to understanding peopleโs daily tomato ketchup usage - can be linked to and used for optimizing (e.g. packaging) innovation ideas?
Rules of engagement in Health - What can we learn from conversations takingโฆInSites Consulting
ย
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?
The Bright Future of Market Research Smartees WorkshopInSites on Stage
ย
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.
The Bright Future of Market Research Smartees WorkshopInSites on Stage
ย
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.
Ne laissez pas mourir vos prometteuses innovations de rupture !Ipsos France
ย
Les innovations โBreakthroughโ sont cruciales dans le succรจs et la survie dโune entreprise. Pourquoi ? Parce quโelles vont doubler le retour sur investissement dโune innovation classique, non rupturiste.
Dโun point de vue รฉtude, il y a plusieurs questions quโun marketeur doit se poser pour lancer avec succรจs des innovations de ruptures.
I was asked to speak at the IPA Strategy Group's Modern Briefing event this morning. These are my thoughts on why participation is so important-it fundamentally disrupts business models-and how we can get better at briefing for participation:
-A business problem is a behavioural change in disguise
-Think about network insights, not consumer insights
-Move from "the single thing we want to say" to "the single thing we're going to make or do"
Engage, inspire, act: Three stepstones towards developing more impactful prod...InSites Consulting
ย
Great companies understand the importance of consumer insights when it comes to outperforming the competition. Engagement in learning and keeping knowledge up-to-date through a constant search for new insights, engagement in getting close to consumers and in getting immersed in their daily lives to inspire and understand their reality and the drivers of consumer value, these have proven to be some of the most critical corporate competencies. Engagement requires different ways of strategic thinking. It requires โco-ownershipโ of the consumer insights within the organization. This article describes a valuable framework of how to engage and inspire an (R&D) organization via consumer insights, let them act upon the insights and move forward towards developing more impactful products and marketing. The last paragraphs look at how effective different elements of the framework have been in achieving a successful outcome, in order to learn and improve our initial way of working and to fine-tune our overall strategy.
Original article from the Flevy business blog can be found here:
http://flevy.com/blog/an-in-depth-qa-on-social-media/
Social mediaโitโs a hot topic. Much has been written about how important social media is, how to measure it, the pitfalls of doing it, and how it will transform marketing as we know it.
What has been missing from these social media discussions is how companies can leverage social media to better understand consumers and use this insight to improve innovation, commercialisation, and performance. Never before have marketers been able to eavesdrop on what consumers actually say to their friends; however, with Twitter, Facebook, etc., it is now possible to glean information from authentic, real-time conversations that consumers have with one another.
To better understand how Marketers can leverage social media to drive insight and develop more effective marketing programs, I talked to three senior marketing experts:
I also talked to two research and consulting experts who are regularly using non-traditional methods to generate customer insight:
Question: Why is social media a good place to mine for customer insight?
Consumers are discussing brands, companies, and experiences on social media, according to Serendioโs Condamoor. โWhile some consumers will still pick up a phone to call a help line, the vast majority are now turning to blogs, Facebook, Twitter, etc., to provide real-time experience feedback,โ he said.
Optimal Strategix Groupโs Sukumar added that consumers engaging in social media often do so in a more detailed and authentic manner. โAs a result, the source of information is often faster and more accurate than traditional methods of generating consumer insight,โ he said.
Question: How does social media differ from traditional methods as a consumer insight tool?
From validating to understanding: Why measuring insights strenght is not suff...InSites Consulting
ย
In todayโs 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?
Running engaging Market Research Online Communities. Social media has gained considerable human relevance. User-created content, citizen journalism and online social interactions (e.g. conversation, collaboration, participation, sharing, connecting) are embedded into the daily lives of consumers. With the different semantic waves of the web, the entire market research process and industry has undergone clear changes. Market research has changed from asking questions to having conversations with consumers. Online Research Communities have proven to be a viable environment to engage with consumers as well as marketing executives in a connected and participatory way. What makes research communities unique is that they assemble consumers to interact in an asynchronous longitudinal setting by applying social media techniques. Companies outsource tasks to a crowd (e.g. product and service creation and testing) in an open call in order to bring consumers inside organizations all the way up to the boardroom. Research communities bring true consumer connect between marketers and their target groups as they use interactive tools to tap into social interactions between people, and allow a more equal relationship between researchers, brands and participants.
Why every company needs a Chief Consumer OfficerNatalie Mas
ย
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.
The Art of Research: Using the power of images to increase the value of the D...InSites Consulting
ย
DIESEL recognizes the need for social currency among today's increasingly digitalized Generation Y and is focusing its efforts on Pinterest as the ideal location to inspire and connect with females within their desired target demographic. DIESEL is known for tapping into subcultures with self-aware marketing, which is also the case on Pinterest. The platform allows DIESEL to build a unique look and feel by making it easy for them to bring the personality and DNA of the brand in an accessible magazine-like online display.
As a fashion company, DIESEL can use Pinterest as a brand-building exercise where they can tell the brand story, showcase DIESELโs many facets, display individual collections and campaigns and where anyone can learn what the brand stands for. DIESEL launched its Pinterest page in the early days of the platform. Over the last year, they maintained their boards merely as a mirror of their Facebook content. The strategy was to showcase their collection as a lifestyle brand.
Early 2013, the growing popularity of the platform brought Pinterest into strategic focus in its own right. Additionally, considering DIESELโs strategic decision to augment its focus on communicating with women and the fact that Pinterest is more used by women, DIESEL wanted to focus its efforts on Pinterest to use it as a valuable communication channel to connect with this female target group online. In order to optimize the platform for brand activation, instead of a repository of Facebook content, there was a strong need for insights on the best digital strategy for the DIESEL Pinterest page.
When community members take over (by InSites Consulting). There will always be a gap between what a consumer shares and how a researcher interprets it. This disparity is created by a cultural, generation and/or knowledge gap. These different gaps make it difficult for a researcher to put things into the right perspective. Here, community participants can help us out. By becoming our co-researcher, they can find more and new insights that would otherwise not have been captured. Customers feel empowered and honoured when they are asked to become co-researchers. There are many ways to collaborate with co-researchers. In this article, our experience with co-researchers is illustrated in three case studies from Campbellโs, Air France-KLM and Philips.
An ever-increasing number of organizations is chasing the benefits of social collaboration. Unfortunately many of these initiatives leave participants behind with a hangover. Gartner estimates that throughout 2015 about 80% of social business efforts are not expected to achieve the intended benefits. Here are 10 tips to avoid a collaboration hangover. Enjoy the read!
Insight-Driven Innovation: Structural collaboration with consumers for breakt...InSites Consulting
ย
Even iconic brands like Heinz have a need for innovation, and solid consumer insights are crucial for its success. The challenge here was how consumer insights could be leveraged to a maximum. How can we generate as many unique insights as possible which are also relevant for consumers? How can we engage both internal and external stakeholders to use the consumer insights? What human insights - related to understanding peopleโs daily tomato ketchup usage - can be linked to and used for optimizing (e.g. packaging) innovation ideas?
Rules of engagement in Health - What can we learn from conversations takingโฆInSites Consulting
ย
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?
The Bright Future of Market Research Smartees WorkshopInSites on Stage
ย
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.
The Bright Future of Market Research Smartees WorkshopInSites on Stage
ย
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.
Ne laissez pas mourir vos prometteuses innovations de rupture !Ipsos France
ย
Les innovations โBreakthroughโ sont cruciales dans le succรจs et la survie dโune entreprise. Pourquoi ? Parce quโelles vont doubler le retour sur investissement dโune innovation classique, non rupturiste.
Dโun point de vue รฉtude, il y a plusieurs questions quโun marketeur doit se poser pour lancer avec succรจs des innovations de ruptures.
I was asked to speak at the IPA Strategy Group's Modern Briefing event this morning. These are my thoughts on why participation is so important-it fundamentally disrupts business models-and how we can get better at briefing for participation:
-A business problem is a behavioural change in disguise
-Think about network insights, not consumer insights
-Move from "the single thing we want to say" to "the single thing we're going to make or do"
Engage, inspire, act: Three stepstones towards developing more impactful prod...InSites Consulting
ย
Great companies understand the importance of consumer insights when it comes to outperforming the competition. Engagement in learning and keeping knowledge up-to-date through a constant search for new insights, engagement in getting close to consumers and in getting immersed in their daily lives to inspire and understand their reality and the drivers of consumer value, these have proven to be some of the most critical corporate competencies. Engagement requires different ways of strategic thinking. It requires โco-ownershipโ of the consumer insights within the organization. This article describes a valuable framework of how to engage and inspire an (R&D) organization via consumer insights, let them act upon the insights and move forward towards developing more impactful products and marketing. The last paragraphs look at how effective different elements of the framework have been in achieving a successful outcome, in order to learn and improve our initial way of working and to fine-tune our overall strategy.
Original article from the Flevy business blog can be found here:
http://flevy.com/blog/an-in-depth-qa-on-social-media/
Social mediaโitโs a hot topic. Much has been written about how important social media is, how to measure it, the pitfalls of doing it, and how it will transform marketing as we know it.
What has been missing from these social media discussions is how companies can leverage social media to better understand consumers and use this insight to improve innovation, commercialisation, and performance. Never before have marketers been able to eavesdrop on what consumers actually say to their friends; however, with Twitter, Facebook, etc., it is now possible to glean information from authentic, real-time conversations that consumers have with one another.
To better understand how Marketers can leverage social media to drive insight and develop more effective marketing programs, I talked to three senior marketing experts:
I also talked to two research and consulting experts who are regularly using non-traditional methods to generate customer insight:
Question: Why is social media a good place to mine for customer insight?
Consumers are discussing brands, companies, and experiences on social media, according to Serendioโs Condamoor. โWhile some consumers will still pick up a phone to call a help line, the vast majority are now turning to blogs, Facebook, Twitter, etc., to provide real-time experience feedback,โ he said.
Optimal Strategix Groupโs Sukumar added that consumers engaging in social media often do so in a more detailed and authentic manner. โAs a result, the source of information is often faster and more accurate than traditional methods of generating consumer insight,โ he said.
Question: How does social media differ from traditional methods as a consumer insight tool?
Universal Brands - Giving Brands Local RelevanceTom De Ruyck
ย
In todayโs globalized and connected world, one could have the perception that global brands are in pole position to grasp the huge opportunities in emerging markets. In this presentation you will learn that reality is a bit different. And, how important it is, to adapt and localize your offering.
You will also discover how Research Communities (MROCs) can help to give brands local relevance, but only if you adapt the methodologyโฆ with knowledge of the local culture.
Content marketing is a big buzz word. But what is it and how should it be used for maximum success? This practical "how to" guide explains the best way to create and leverage content that will help B2B marketers increase lead flow quality while optimizing their marketing investment.
VicHealth Physical Activity Innovation Challenge Concept Development Workshop...Doing Something Good
ย
Our slides from the Concept Development Workshop with VicHealth Wed 10 September 2014. Participants, 12 teams, were finalists in the Physical Activity Innovation Challenge. They included representatives from sporting clubs and associations, health and fitness professionals, policy makers, entrepreneurs and change makers. The Concept Development Workshop was the third of a three-part workshop series to build capability in the sector to generate and implement innovative ideas to get Victorians active, and to help applicants for the VicHealth Innovation Challenge to develop their ideas to get the inactive active and reach the hard to reach. Participants were led through the development of a Business Model Canvas for their concept. Learn more about the VicHealth Innovation Challenge here: http://challenge.vichealth.vic.gov.au/
How Prepared Are We for Customer 2.0?
By Juliann Grant, Telesian Technology
Customer 2.0 is calling! We have become so enamored with and caught up in the technology of Web 2.0, our PDA's, gadgets, and widgets that keep us connected and alive 24 hours a day to those around the world, that we forget at the core of it all, it must still be all about the customer.
We must not only use the timeliness and power of social media to broadcast our message to customers, but we need to use it to listen in order to learn what our customers are saying to each other and about us. The web have given customers immediate and almost limitless access to information on companies, products, and people, and realize it or not, we may not even be in the conversation! This is truly moving the "traditional" marketing and sales function towards irrelevance. We must realize that Customer 2.0 is embracing the "buying cycle" on their terms and no longer needs to wait on the "sales cycle".
The typical buyer is savvy, knowledgeable, and smart. Customer 2.0 demands that their web experience be fun, interactive, and social. They value professionalism over glitz. They want substance, not flash. They look to their peers to see what they are buying and want to do the same because they trust their experience. They talk to each other and in real time. Your misstep today is not only tomorrow's news, it is today's news as well.
How do we do this in the Automation and Engineering industry? Weโre going to find out through with survey to uncover how well we are engaging with Customer 2.0. Do we speak their language? Are we connecting with them on their terms?
In this presentation, we will show how social media and the power of the web can be used to embrace Customer 2.0 in a meaningful, beneficial dialog that will help drive sales. A combination of case studies, customer interviews, surveys, and real social media encounters will be used to illustrate the power of the "new media" in marketing to Customer 2.0.
Customer Empathy 101 by Microsoft Sr PM.pptx.pdfProduct School
ย
Main Takeaways:
Learn ways to explore customer empathy for various user scenarios.
Ensure everybody on the team is able to empathize with the customers while building an effective solution.
Embed customer feedback/sentiments while designing your solutions.
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.
This is a broad set of thinking and tools to help entrepreneurs and innovators. I've taken the best practices of companies like Amazon, Apple and Google and decoded their approach.
You'll find frameworks and tools across the four areas (4P's) of innovation;
People
Product
Profit
Promotion
People and the brands, products and services they connect with are creating vast data footprints. What does this all mean?
In this webinar, we will discuss how your business could profit from exploiting data to deliver business growth, brand fame, creativity and enhanced customer experiences.
As business owners and execs, as product managers and sales people, we are surrounded by big data. Yet, we have big questions about our customers that we still don't have the answers to. We know a lot about what people are doing but not really the underlying reasons why. To get at that why you need to leverage the power of SMALL data.
05.21.15 Vanderbilt Presentation on Building Leadership SkillsMichael Burcham
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Presentation to Leadership Team at Vanderbilt University Medical Center on Transformational Leadership. A Discussion of Disruption in the Market, Becoming a Leader in Creating Change, and Tools for Self Improvement as a Leader.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
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Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
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This article provides a comprehensive guide on how to
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Business Valuation Principles for EntrepreneursBen Wann
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This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
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A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
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Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Putting the SPARK into Virtual Training.pptxCynthia Clay
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This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
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Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
"๐ฉ๐ฌ๐ฎ๐ผ๐ต ๐พ๐ฐ๐ป๐ฏ ๐ป๐ฑ ๐ฐ๐บ ๐ฏ๐จ๐ณ๐ญ ๐ซ๐ถ๐ต๐ฌ"
๐๐ ๐๐จ๐ฆ๐ฌ (๐๐ ๐๐จ๐ฆ๐ฆ๐ฎ๐ง๐ข๐๐๐ญ๐ข๐จ๐ง๐ฌ) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
๐๐ ๐๐จ๐ฆ๐ฌ provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
โญ ๐ ๐๐๐ญ๐ฎ๐ซ๐๐ ๐ฉ๐ซ๐จ๐ฃ๐๐๐ญ๐ฌ:
โข 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
โข SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
โขFreenBecky 1st Fan Meeting in Vietnam
โขCHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
โข WOW K-Music Festival 2023
โข Winner [CROSS] Tour in HCM
โข Super Show 9 in HCM with Super Junior
โข HCMC - Gyeongsangbuk-do Culture and Tourism Festival
โข Korean Vietnam Partnership - Fair with LG
โข Korean President visits Samsung Electronics R&D Center
โข Vietnam Food Expo with Lotte Wellfood
"๐๐ฏ๐๐ซ๐ฒ ๐๐ฏ๐๐ง๐ญ ๐ข๐ฌ ๐ ๐ฌ๐ญ๐จ๐ซ๐ฒ, ๐ ๐ฌ๐ฉ๐๐๐ข๐๐ฅ ๐ฃ๐จ๐ฎ๐ซ๐ง๐๐ฒ. ๐๐ ๐๐ฅ๐ฐ๐๐ฒ๐ฌ ๐๐๐ฅ๐ข๐๐ฏ๐ ๐ญ๐ก๐๐ญ ๐ฌ๐ก๐จ๐ซ๐ญ๐ฅ๐ฒ ๐ฒ๐จ๐ฎ ๐ฐ๐ข๐ฅ๐ฅ ๐๐ ๐ ๐ฉ๐๐ซ๐ญ ๐จ๐ ๐จ๐ฎ๐ซ ๐ฌ๐ญ๐จ๐ซ๐ข๐๐ฌ."
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
3. 3 types of strategic focus (Tracey & Wiersema)
Operational
Excellence
Customer
Intimacy
Product
Leadership
Provide customers with
good, standard products
at low cost
Provide customers with
high quality innovative
products
Provide customers with
personalized products
that exceed
expectations
4. 3 types of strategic focus (Tracey & Wiersema)
Operational
Excellence
Customer
Intimacy
Product
Leadership
Provide customers with
good, standard products
at low cost
Provide customers with
high quality innovative
products
Provide customers with
personalized products
that exceed
expectations
78. 78
Meet eBay
Meet Katia
THEIDEATIONTOOL
Delivery system
Customer service
Mobile shopping
Do you have any idea on how Ebay can
optimize and improve the current delivery
system? What are you expectations? Where
does it currently go wrong? What
improvements are needed?
Do you have any idea on how Ebay can
optimize and improve the customer service
policies? What are you expectations? Where
does it currently go wrong?
Do you have any idea on how Ebay can
optimize and improve the mobile shopping
experience? What are you expectations?
Where does it currently go wrong?
109. โOnline Communitiesโ become more and
more a true โFusion Researchโ tool that
allows for โtriangulationโ on different
levels. Leading to more valid research
results, fresh inspiration and a deeper
understanding of the issue researched.
Frรฉdรฉric Gennart / Inter IKEA Systems
124. 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
127. Doing things
faster and more
cost-efficient
Gaining a higher
quality of data &
deeper insights
Doing things that
were just not
possible before
Evaluation of a method
130. Expectations
towards the
brand & the
Catalogue?
First
impressions
& second
thoughts?
Conversion
and impact on
the brand?
Evaluation of the 2013 Catalogue
Phase 1
Who is the
reader?
161. Diffusing research results
should be like getting those small
Magic Boxes from McDonaldโs:
blending results, stories and quotes
Carole Lamarque / Linkman
162. Conversations from external stakeholders
Conversationsfrominternalstakeholders Proud
company
Conversation
company
Boring
company
Adored
company
Communication is key!
Engagement:- Not a secret anymore- Pay to Play for attention
Small groupInterested & InterestingDeep engagement
Eerste stap eind 2011, werd een grootschalige online enquรชte, om eerste feeling te krijgen vd doelgroep + leden te rekruteren vd communityDit moment werd al direct gebruikt voor media campagne, om het moment te claimen; 'het verlaten van het huis of nest', samen met studio brussel. Om te zorgen dat dit aansloeg bij de doelgroep, is de enquรชte volledig gamified (bijv. door modulair spelen, directe feedback en benchmarking met leeftijdsgenoten). Met meer dan 3.000 jongeren deelnemen, de enquรชte was een groot succes en de resultaten werden gedeeld en besproken op de 2 radiostations betrokken en opgepikt door verschillende andere media.
On our journey, we will explore 3 domains of the mobile research space. Letโs take a look at the first domain
A first opportunity that is often overlooked is within the area of sampling. So far, we made a clear distinction between online & offline research. However, mobile is bringing the best of both world when it comes to recruitment. We have the ability to recruit people for example via a QR code or link on the spot. They can give some first feedback in the heat of the moment. At this moment, we also ask their opt-in for later. So are consumers really willing to do this? We did the test in cooperation with Xandres, a belgian clothes manufacturer. In several of their shops, we distributed posters and leaflets with the link or a QR code to the survey. When scanning the code or surfing to the link, people could take a very short survey on their in-store experience and opt-in for more detailed questions later onwards. So how did it go? We benchmarked the results with the recruitment on their client databaseThe good news was that we were able to recruit a similar amount of people in store as via their client database.One disadvantage was that the recruitment went a bit slower because we were dependent on the number of visitors in the shopBut on the other hand, this method really delivered us less waste, since we are were looking for people who recentely shopped in the xandres stores, we had a spot on recruitment and on top, few costs to find the people.
So great success! Or not? We can wonder what the profile was of the participants in our in shop recruitment. Like in the early days of online research, there might be some representativity issues; So we assessed the profile of our participants. Our test showed us that we are right to be concerned. When comparing the profile of our sample with people recruited via the client database, we found some differencesThe biggest bias is on sociodemographics. We recruited mainly youngsters via the QR codes & leaflets in shop. Also people who took part in the store were more engaged with the brands in comparison with the benchmark. We also feared that that our โmobileโ sample was more technoligically savy but here as a matter in fact we did not find any differencesโฆAll-in all, it shows that mobile has a lot of opportunities for recruitment in case we are looking for a younger, more engaged consumer or users of a certain product/service
So, thatโs the first domain with new opportunities: recruitment! Letโs take a look at the second domainโฆ
Therefore we set up a test in cooperation with kinepolis. Kinepolis is the market leader in belgium when it comes to movie theater. They developed an app. To inform there clients about the new movies in the theater that best fit their movie profiel. You can see it here. Kinepolis was eager to measure the satisfaction of the app. Also they wanted to investigate more in-depth the profile of the app users. Finally, they also wanted to assess the ROI of the app. First of all we had to find app users. In our to cope with their questions, we installed a small pop-up in their app that invited them to take part in ther research. App users could answer a couple of questions before returning to the app and again gave their opt in for the follow up survey.
So how effective were we?We had our doubt if consumers would be willing to take part in-app researchโฆWell we were amazed with the results when it came to recruitment. In less than 4 hours, 400 people subscribed to the researchIf you think about it, in app recruitment could be a new ecosystem for researchโฆwill we use it wisely?
So it was not a problem to get people to participate in the app. In total 6000 people took part. 25% of them also completed the (longer) follow-up survey. So we need to decide wisely on which question to ask in in the app and which afterwards. So we had another challenge, because guidelines are missing on this matter. What questions should we really ask in the heat of the moment? The key to solve this might lay in recall. Traditionally consumers are bad testimonials of their own behaviour. They do not always recall what they do. Mobile could solvethis, since we aks them the question on the spot. Mobile should allow us to get more accurate and new information.
Sothis was itforsurveysand mobile beyond the methodโฆbut whatabout the otherdomainsif the mobile research
Next to surveys, Mobile is also an exciting new domain for the Communities Such a research community is an online closed platform, where you invite people that share a strong interest, mainly use for qualitative research purposes. For example, this community here, called Come Dine With Me which we setup for Campbellโs australia. We invited 50 food mavens that all shared a strong interest in cooking to explore discuss new food trends This was the first community where we used our mobile app. With this app, members were now able to follow the same discussions via mobile as their desktops. Based on our first mobile community experiences, we want to share some first learnings with you
When we startedthis community, i was a bit worriedabout the engagement. Will members stillbeengagedwithour community throughsuch a small screen?
Does mobile make community members less engaged?
Actually no! itโs the opposite!It turns out take using a mobile app, makes members more engaged, because it helped them better to stay in touch on different moments. Some even confessed they would have spent less time on the โCome Dine With Meโ research community without the app. So, having a dual screen actually boosts the engagement.
Next to engagement, anotherthing i was a bit worriedabout, was the richness we usually get of the posts. As a community manager, iโmusedtogettingamazingly long posts, full of interestinginsights.But how does thatworkwhenyoudonโtusesuch a keyboard?
Will such a smaller screen result in lessrich data?
Luckily not! We actually didnโt get more posts, but we got more different contributions, with much more pictures and videoโs, made in the heat of the moment. This is really insightful for topics of their cooking experiences.And by offering mobile app, members start to decide on the format of their posts themselves. Is a photo, video or text more relevant?
I want to share an example of this one community member above. He was preparing a recipe of sweet mashed patatoes and it did not go as plannendHe had a bit of an acccident with the blender when preparing a new recipeโฆ.With his mobile phone, he decided the share his experience directly with the community. And he made the decision on that moment share a video instead of a photo, because he wanted to fully capture the moment. Unfortunately I canโt show you the video through this webinar. But this example shows that members are triggered to think about their contributions and share feedback in the format that is more relevant.
So, based on ourexperienceswith mobile, we seethat desktop & mobile are best friends, eachhaving different benefits. itโs the duality of both desktop connectionand mobile giveshighest engagement andrichestcontributions.
We have explored the 3 domains; recruitment, mobile marketing as a topic with an example of surveys and finally, mobile&communities
We have explored the 3 domains; recruitment, mobile marketing as a topic with an example of surveys and finally, mobile&communitiesThis brings me to the end of our mission in space.
Facilitator of everything we doEvolve with internet technology: platforms like Facebook set the expectations of partcipants/clients in terms of features and look and feel
FasterCheaperBetterAlle 3... >> CCB
Different about 2013 edition
Since the launch of interactive digital TV in 2005, costumers are able the choose what and when they want to watch their content. Now they can also choose where to watch it.Yelo provides digital TV on mobile devices, iPhone, iPad and also on your computer.
Conversations are embedded in the development from Yelo, right from the start. This story explains how we applied conversation management around Yelo to research in 3 steps: observe, facilitate, joinWe observed and analysed conversations in the open community in the first stage, participants were recruited from the open community for a closed pre-launch community and they + non selected were invited to continue sharing their thoughts in the open community in the last phase.More than a story on conversation management, this project is about integrating this with research.
Letโs travel back in time: 6 months ago, on December 17th 2010, Telenet launched Yelo in bรจta.
Right from the launch the voice of the customer was key: the press conference was streamed live on the Telenet website, questions on Twitter were even answered live and in every communication Telenet welcomed feedback and ideas.
This input was tracked through a social media netnography. Conversations about Telenet and Yelo were monitored on Twitter, blogs, Fora and Facebook.
This wordcloud provides an overview of the words that were often mentioned in the discussions. When you just manage conversations, the output might be to chaotic to learn fromโฆAs we can see hear, Yelo seems to have a great fit with the iPad, but itโs not yet clear WHY?
Through text analysis we bring structure into these conversations to use them for research.Almost 2.500 conversations were analyzed, resulting in theme detection through pattern detection.For each theme, we determine the size of the cluster and the sentiment of the cluster1: Act: themes in the market that are often mentioned with a negative sentiment2: Develop: themes in the market that are often mentioned with a positive sentiment3: Threats: themes with negative sentiment that are currently not often mentioned but that are explicitly negative for certain market niches4: Potential: themes with mixed sentiment that are often mentioned. In the future, we can try to influence the sentiment of those themes positively
The netnography provided us with bottom-up themes that were conversational for users. In order to provide us with the reason why, answers to pre-defined questions and more in depth discussions, we need to take it to the next level: an online research community.We facilitated the conversations on a closed community platform with a selection of active Yelo-users.
We invited Yelo users to share their opinion and co-create Yelo in a prelaunch community community. We received more than 1800 submissions and selected 100 users, based on their device usage, social demographics and being influential on new media and technologies.A prelaunch community can typically take place before launch or in bรจta launch of a product and will provide insights into the experience, improvements based on testing, and co-creation around positioning and communication.Based on their experience we collected improvements, input for webcare, guideline for the content to provide and inspiration for the go-to-market strategy in a 3 step process:Exploring their current and future usage of Yelo, review the different functionalities in detail and by consecutive learning, this was the basis for the co-creation phase where users came up with new features.
Before a community we have a live introduction session, and there it already became clear that users were very excited to be part of the Yelo development team.
This also resulted in a group of highly involved and enthusiastic Yelo ambassadors. It would seem wrong to just say โthank you, come againโ. Therefore we continued the conversation management in a third step.
TheYelo community was an exclusive collaboration between a select group of users, InSites and Telenet. By discussing their usage with peers, in depth insights were defined.Letโs take a look at the communityโฆ
The topics have a recognisable structure and become more attractive by integrating visual stimuli.
As fitting in a prelaunch community, all those aspects are tackledโฆOf course the Yelo-developers also had some possible improvements in mind, therefore it was interesting to see how they fitted together with the features the users requested. It was key to provide some structure in all these suggestions to further define the development roadmap.Content: length dependent on screen size
If you would ask an engineer how to put the different types of improvements on the development roadmap, it would seem obvious to start with the basics, move over to the satisfier and end with the addicters.But we have a different logic, itโs a parallel track. All 3 types need to tackled simultaneously. If you it takes 6 months or 1 year to solve the basics, no one will take about your application, not for the bad, nor for the good. By integrating all 3 levels, conversations will have a lasting impact on the development roadmap.
Not everybody could join the closed research community, since this requires an in depth collaboration with a select group of usersโฆWe joined the conversation in a community afterparty, where we integrated output and findings from the research community in the moderation.
We invited the Yelo ambassadors from the online research community to join the Facebook fan page to continue sharing their thoughts on the development of Yelo. This provided us also with an opportunity to invite the non-selected participants to join the conversation.The conversation will be enriched with the findings from the research community.Length dependent on screen size, feedback
Active moderation of the Facebook page and daily new topic resulted in more views, which is logicโฆ
We had a clear approach, every fan that posted something either positive or negative on the Facebook wall, was a possible ambassador. By turning a negative into a positive by quick webcare response, ambassadors were created. After a while users started helping out each other and they continued to co-creation process spontaneously.
This is how we conversations were embedded in the launch of Yelo in 3 steps: observe, facilitate and join.