This document discusses how brands can use private online research communities to better understand consumers. It notes that research is often seen as expensive and unclear, while consumers now create as well as consume content. Private online communities allow direct contact with customers and capture their opinions, ideas and expressions. The key is engagement through social, CRM and transactional layers. Effective communities show brand participation, engaging content, impact of participation, regular contact and making members feel special. Gamification and fun activities can turn tasks into games. Integrating communities with offline events also helps brands understand customers. The goal is to prove brands are listening to customers and place the brand in the context of people's lives.

1. Dinko Svetopetric @DinkoSvet
Director of European Partnerships
Driving Your Brand
with Research
Communities

2. Who am I…..
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3. @DinkoSvet

4. @DinkoSvet

5. @DinkoSvet

6. @DinkoSvet

7. @DinkoSvet

8. 3 realities of
Research Today
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9. 1 Research
is perceived as
expensive
time consuming and
having unclear ROI
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10. 2 “Consumers change so much during a recession,
that they are often unr cognizab .”
e le
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11. 3 Consumers Turned from Content Recipients to
Content Creators
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12. Direct Contact – Having a
Group of Your Customers in the
room next door
ALL THE TIME
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13. We are competing for attention
Not just time
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14. Organizations are implementing consumers’ self
expression, opinions and ideas within their own….
The Key
Word is
ENGAGEMENT
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15. How to make sense of it all?
Transaction Customer Social
al Layer Layer Layer
BI CRM Private
- - Commun
What? Who? ities
-
When? Why?
How?
CUSTOMER DIRECTION
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16. Unstructured
Social Media
Private Community
CRM
Structured
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17. Private Online Research Communities
Targeted group of members whom you engage with and learn
from over time.
It’s an ongoing conversation with your consumers…
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18. Make it a Branded Destination – Connect with open Social
Media sources

19. Customise Look and Feel for Your Target Group
Engage from the start –
customised portals that are
consistent with brands’
messaging
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21. People want to have their voice heard!!
66%
Of online adults say they are
willing to participate in company
online communities to develop
products & services
Source; Australians 18+; online users
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22. In The World of Research
That Means…..
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23. Changing Things like this:

26. @DinkoSvet

27. What Works
1. You can’t always push content
– give some control
1. Active brand participation
2. Engaging content – rich media
3. Showing impact of participation
4. Regular contact
5. Make them feel special - reward
6. Happy brands win – culture of FUN
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28. Gamification of Activities – Turn Tasks into
Quests & Games
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29. Fun makes the difference between success and
failure
But stay relevant
to your audience
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30. Put your brand into context of people’s
lives
You and You in
your best your
The inside of happy
your fridge friend
place
“Hi, my name is Carol.
My special Radox memory is that one night I had a bath and my now FIANCE asked me to
MARRY him. That fragrance now always reminds me of that night!”
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31. Support engagement – give power to
change things
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32. Don’t forget it’s a conversation – give feedback
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33. Why to stay online only?
Recruite for offline activities
Community
talkability
Ability to target very
tight niches Geographic
clustering at
recruitment
Member retention
tool
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34. Integrate with offline events
Staging
customer
closeness
events
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36. @DinkoSvet

43. Each Time!!

45. WHY CARE?
1. Your Customers Are Already Gathering
(Somewhere)
2. Conversations & Interactions About Your
Business Will Happen (Whether Or Not You’re
There)
3. Your Brand Is Being Circumvented
4. It’s The World’s Largest Focus Group
5. It Can Be The Most Effective Way To Reach Your
Customers (When Done Right)
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46. It´s an emerging trend that is here to stay!
What emerging techniques will be used in 2012?
Online Communities 66%
64%
Soial Media Anlaytics
Mobile Surveys
Text Analytics
Webcam-based…
Apps-based Research Nearly 2/3rds of
Mobile Qualitative brands will use
Mobile Ethnography
Private Research
Eye Tracking
Communities in
Virtual Enrironments
Crowsourcing
2012
Visualization Analtytics
Predicition markets
Bionetric Response
Reserch Buyer or Client
Gamification methods
Research Provider or Supplier
NeuroMarketing
Facial Analysis
0% 20% 40% 60% 80%
GRIT REPORT SPRING 2012
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47. Thank you