The Power of Community: Turning Your Online Research Community into a Strategic Company Asset
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The document contains a series of tweets between @tomderuyck and @stinus230 about hosting a party for Generation Z and the importance of communication. It also references an Insight Activation Studio that starts with insights and observations to evolve ideas, not revolutionize them. Finally, it promotes a company called Direction First and provides its contact information.
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Virtual reality has the potential to be an "empathy machine" by allowing users to experience different perspectives through virtual environments. It can cultivate empathy by transporting users into immersive experiences through memory, empathy, interaction, and observation. Successfully staging experiences in VR requires understanding what it takes to design for these realms and cultivate empathy in users.
Impact is the new name of the game - Turning insights into action
The document discusses how marketing research is struggling to drive business impact despite increased data availability. While research spending has grown, only 45% of research leads to actual impact. The document argues that research impact is not about budget size, but rather how budget is spent and time is managed. It presents a 6-step framework for organizations to increase their "insight activation maturity" through more efficient research approaches and ensuring insights are understood and can drive action. The framework emphasizes engaging stakeholders before research, inspiring them with results, and activating insights over time through reminders and tasks.
360 Degree Innovation
The document discusses 360 degree innovation and open innovation. It notes that presenting information to large groups is challenging as not everyone will see the full presentation or read reports, suggesting this could be used as a springboard for collaboration and ideation. It also discusses challenges in "chunking" information for digestion and highlights statistics showing that of every 100 people, 90 can validate information but only 9 can curate and 1 can create, suggesting a need for community and global collaboration among a small number of creators. The document outlines a 5 step process for community brief, competition, moderation, curation, analysis, and IP transfer to enable open and global innovation.
Bringing back the EDGE in marketing (research)
This document discusses how marketing research needs to evolve to better understand consumers. It argues that research has become too reactive and fails to provide a long-term strategic view. It advocates developing an insight capability that connects different data sources on consumer behavior, physiology, and feedback to gain a holistic understanding. Research also needs to present findings in a digestible, bite-sized format. By giving consumers a voice and choice in the research process, and ensuring they have a positive experience, research can strengthen brand relationships while learning how to improve. The goal is to unite interested consumers and employees on a collaborative platform that facilitates bottom-up listening, exploration of insights, and agile decision-making.
Bringing an EDGE with Market Research & Insights
The document discusses the changing television business landscape as viewing migrates from linear to streaming. It emphasizes the need to move from fast research to support short-term business needs, to gradual learning and insight generation. The author advocates focusing on deeper consumer needs and structural connections, and adopting an ongoing "do-learn" approach through iterative cycles of small insights. This allows research and insights teams to remain agile and timely while elevating their work.
From Hype to Reality: AI in Market Research
Galvin is an AI assistant that can help companies better utilize consumer insights by providing marketers easy access to all consumer research data [SENTENCE 1]. Galvin allows companies to have direct access to consumer insights and gives marketers the right insights anywhere, anytime to help address the challenge of properly activating insights [SENTENCE 2]. Galvin can impersonate consumer personas to allow employees to have simulated chats with consumers to better understand them or can provide daily inspiration to help create a consumer-connected mindset [SENTENCE 3].
Have we lost our EDGE?
Marketing has changed dramatically from the Mad Men era of the 1960s to today. In the past, marketing was defined by linear thinking, craftsmanship, and scarcity. Marketers could look to the past for inspiration and copy strategies that had worked before. However, today's world is characterized by acceleration, automation, and abundance due to rapid technological changes. Marketers can no longer rely on past approaches and must adapt to constant disruption and changing consumer behaviors driven by new contexts. Machines now perform many tasks previously done by humans, and the role of marketers is shifting as data and automation become more prominent in the industry.
AI in MR: Hype or Reality
This document discusses the use of artificial intelligence in market research through two case studies. The first case study uses text mining, natural language processing, and behavioral analysis of 150,000 community posts over 3 years to detect different member types, predict future member disengagement, and prevent issues through targeted engagement strategies. The second case study implemented a motivational email campaign that increased member participation for some groups but not others, showing the need for personalized approaches and human moderation. The document advocates experimenting with AI to improve insight generation and activation in future-proof ways.
Taking Research Forward
The document repeatedly states "TAKING RESEARCH FORWARD @tomderuyck" and provides contact information for tom.deruyck@insites-consulting.com and his LinkedIn profile at www.linkedin.com/in/tomderuyck, suggesting it is an advertisement or announcement promoting an individual named Tom De Ruyck and his work related to taking research forward.
Interview with Anda Marketing Magazine, Peru
Tom de Ruyck ha pasado los últimos diez años trabajando para ayudar a las compañías a conectarse mejor con los consumidores. En esta entrevista, él discute la importancia de involucrar a los consumidores en todos los departamentos de una organización a través de plataformas en línea y embajadores en cada departamento. También enfatiza la necesidad de escuchar a los principales consumidores para crear productos y campañas más relevantes, aunque al final son los ejecutivos quienes toman las decisiones estratégicas.
Reconnecting Marketers with Consumers
The document discusses a consumer connect program that aims to help marketers better understand consumers by having employees immerse themselves in consumers' lives. It outlines three types of activities for the program - observing consumers in their normal environment, directly experiencing the brand or category as a consumer would, and talking to consumers to gain feedback. The goal is for employees to gain insights that can help identify actions and opportunities to improve how the brand connects with consumers.
WebTomorrow Keynote
This document discusses how automation and artificial intelligence will disrupt many jobs and tasks over time. It argues that AI will replace 75% of market research leaving just the best parts requiring human skills. However, AI can also complement human work and increase economic output. The document then discusses using AI for proactive community management and insight activation. It presents examples of building AI tools to detect problematic behavior in online communities and activate consumer insights for marketing managers.
Welcome to the Age of Relevance
The document discusses the concept of relevance in branding and marketing in the current age. It emphasizes the need for brands to shift from being brand-centric to being consumer-centric by truly understanding consumers' needs, experiences and perspectives. It outlines five stages of maturity in consumer relevance, with the ideal being stage five where brands are powered by consumers through collaboration and engagement. The overall message is that brands must get to know their consumers deeply in order to remain relevant.
Insight Activation Maturity #updatedversion
The document discusses various approaches to moving beyond simply "sharing" consumer insights and instead activating insights across an organization. It outlines six levels of insight activation maturity and provides examples of strategies companies can use to progress from ad hoc insights to developing habits and infrastructure around consistently utilizing insights. These include educating employees on the value of insights, implementing programs to connect managers with consumers, developing content streams to maintain focus on insights, and using artificial intelligence to proactively surface relevant insights. The goal is to institutionalize insight activation so it becomes a company-wide habit.
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- 17. Gen Z is having a party…. will you be invited?
- 34. @tomderuyck Conversations from external stakeholders Conversationsfrominternalstakeholders Proud company Conversation company Boring company Adored company Communication is key! @stinus230
- 40. THE INSIGHT ACTIVATION STUDIO INTRODUCING @tomderuyck @stinus230
- 41. START FROM INSIGHTS ADD YOUR OBSERVATIONS & IDEAS @tomderuyck @stinus230
- 48. It’s an EVOLUTION, not a REVOLUTION! @tomderuyck @stinus230
- 52. +61 2 8354 4800 directionfirst.com DIRECTION FIRST 10 Elizabeth Street Paddington, NSW, 2021, Australia +61 2 8354 4800 +61 2 9357 1666 info@directionfirst.com linkedin.com/company/direction-first @directionfirst
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