Self-Service Insights
Insights Communities and Qualitative Research
Tools Now Within Reach Of Every Business
Lenny Murphy,...
Business pressures never diminish.

•
•
•
•
•
•

Economic
Technology
Competitors
Clients
Staff skills
Consumers
That’s leading to an evolution in the research world.
Uncovering qualitative insights to better understand customers is no...
“There is a realization in the business community that insights do not arise
solely as a product of traditional research m...
In this webcast, we will:
•

Discuss how the online research world is shifting and how that is expected

to develop in the...
The research world has shifted
Online approaches are experiencing a massive shift in
adoption across the world.

Source: ESOMAR Global Market Research 20...
Early GRIT 2014 results:
Online Communities
In use 49.1%
Text Analytics
In use 36.54%
Social Media Analytics
In use 33.93%...
Research communities are now mainstream and
several other approaches are close behind.
So, what’s the point?

•

Everyone is a researcher

•

If you’re not already using these rapidly maturing approaches and D...
New DIY technologies for gathering insights.
Surveys &
Microsurveys

Big Data

Crowdsourcing

Video

Other categories of Social Listening and Web Analytics have been o...
Surveys & Microsurveys

• Google Consumer Surveys
• RIWI (nano-surveys)
• Qualtrics
• Survey Monkey and
QuestionPro (every...
Crowdsourcing

• Spigit

• IdeaScale
• CrowdTap
Analytics

• Office Reports
• StatWing
• Q
• OfficeLive

• Semantria (text analytics)
Big Data

• Data Market
• R (open source)
Video

• Discuss.io
• QualVu
• Recollective
• FocusVision
What about mobile?
Most of the online research platforms discussed have mobile capability. That’s
often a dedicated Androi...
New DIY online community technology
for gathering insights.
Recollective is a self-service platform for creating insight communities.
Engage participants with questions and discussio...
We’ve created two short videos to explain Recollective. The first is a
short introduction to the free, On-Demand version. ...
Integrated suite of community research tools.

Activity-based

Socialized

Mobile

Tasks

Analysis /
Reporting

Free or Pr...
Tasks offer multiple ways to engage your audience.
Tasks offer multiple ways to engage your audience.
Typical applications of Recollective
include:
•

understanding customer behavior

•

concept / product testing

•

agile r...
Case Study #1

UK Agriculture, Seed Manufacturer
Looking to understand cereal farmers’ behavior,
attitudes and experiences...
•

Wide range of activities – image
reviews, video, open ended text,
polls, card sort and online diaries.

•

Participatio...
Case Study #2

Sobeys, national Canadian food retailer
The project was designed to gauge the impact of
recent openings of ...
25

activities
launched

Average compensation

$117

Range $30-200

73%

Log-on rate (53 logged/73 recruited)

1077

1345
...
•

Insight Communities were found to offer these advantages:
– Geographically dispersed / busy target
– Experience sharing...
Case Study #3

Customer Community, Global Confectioner
A ongoing customer community of people that
consume the brand’s cho...
•

Completed over 90 structured
activities to date, with 7900
responses, plus nearly 1,800
discussions and participant-led...
Thanks for your time.

Contact me to discuss any questions at:
sthompson@ramius.net
1-613-369-5233

1-888-932-2299 x233
@g...
Self Service Online Research - online communities for research and insights
Self Service Online Research - online communities for research and insights
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Self Service Online Research - online communities for research and insights

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In this webcast, we Stephen Thompson (EVP, Ramius) and Lenny Murphy (Chief Editor and Principal Consultant, Greenbook):

• Discuss how the online research world is shifting and how that is expected to develop in the near future. This include some (very) early stats from the Greenbook GRIT report for 2014.

• Round up some of the new software tools available for gathering insights under the categories of Surveys / Microsurveys, Crowdsourcing, Analytics, Big Data, Video, Mobile and Online Communities.

• Work through some examples of how Ramius’ new platform, Recollective, is being used by marketing and research professionals to build on-demand insight communities and conduct rapid, qualitative research online.

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Self Service Online Research - online communities for research and insights

  1. 1. Self-Service Insights Insights Communities and Qualitative Research Tools Now Within Reach Of Every Business Lenny Murphy, Chief Editor and Principal Consultant at Greenbook Stephen Thompson, EVP at Ramius 16 October, 2013
  2. 2. Business pressures never diminish. • • • • • • Economic Technology Competitors Clients Staff skills Consumers
  3. 3. That’s leading to an evolution in the research world. Uncovering qualitative insights to better understand customers is no longer the exclusive domain of research agencies and brands with large budgets. A new wave of on-demand, web-based research tools are emerging to bring insight capabilities to internal research teams and non-traditional users.
  4. 4. “There is a realization in the business community that insights do not arise solely as a product of traditional research models. Instead, these new platforms are providing tools for discovery and ideation that are faster, more unexpected, more customer-focused and quite often, more productive than existing approaches. The game has changed, and the pace of change is only accelerating.” Lenny Murphy, Grit 2013 Winter
  5. 5. In this webcast, we will: • Discuss how the online research world is shifting and how that is expected to develop in the near future • Round up some of the new software tools available for gathering insights • Work through some examples of how Ramius’ new platform, Recollective, is being used by marketing and research professionals to build on-demand insight communities and conduct rapid, qualitative research online.
  6. 6. The research world has shifted
  7. 7. Online approaches are experiencing a massive shift in adoption across the world. Source: ESOMAR Global Market Research 2013 report
  8. 8. Early GRIT 2014 results: Online Communities In use 49.1% Text Analytics In use 36.54% Social Media Analytics In use 33.93% Mobile Surveys In use 43.72% Webcam-Based Interviews In use 32.14% “Social and mobile technologies will be leveraged to drive engagement and understanding of consumers at a previously unimaginable level, increasing basic business value. That has profound implications for the insight organization on both the client and supplier side of the value chain.” Lenny Murphy, GRIT Report Winter 2013
  9. 9. Research communities are now mainstream and several other approaches are close behind.
  10. 10. So, what’s the point? • Everyone is a researcher • If you’re not already using these rapidly maturing approaches and DIY technologies to gather customer insights and address rising business pressure, it’s high time to jump onboard.
  11. 11. New DIY technologies for gathering insights.
  12. 12. Surveys & Microsurveys Big Data Crowdsourcing Video Other categories of Social Listening and Web Analytics have been omitted as they are outside the scope of this webinar. Analytics Online Communities
  13. 13. Surveys & Microsurveys • Google Consumer Surveys • RIWI (nano-surveys) • Qualtrics • Survey Monkey and QuestionPro (everyone knows them, right?)
  14. 14. Crowdsourcing • Spigit • IdeaScale • CrowdTap
  15. 15. Analytics • Office Reports • StatWing • Q • OfficeLive • Semantria (text analytics)
  16. 16. Big Data • Data Market • R (open source)
  17. 17. Video • Discuss.io • QualVu • Recollective • FocusVision
  18. 18. What about mobile? Most of the online research platforms discussed have mobile capability. That’s often a dedicated Android or iOS app, or they are built as a web app with a responsive design. There aren’t too many pure-mobile research platforms, but it’s worth checking out: • Lumi Mobile (mobile surveys, meetings and events, mobile panels) • EthOS (mobile ethnography) • DScout (mobile diaries)
  19. 19. New DIY online community technology for gathering insights.
  20. 20. Recollective is a self-service platform for creating insight communities. Engage participants with questions and discussions, share responses and build understanding. Early access for webinar attendees of the free Recollective On Demand version available at: www.recollective.com Use access code “AMA” to login.
  21. 21. We’ve created two short videos to explain Recollective. The first is a short introduction to the free, On-Demand version. The second links to a software tour, showing much more of the platform’s capabilities (applicable both to On-Demand and Pro versions). Introduction to Recollective On-Demand (90 seconds) http://vimeo.com/ramiuscorp/recollective-ondemand Feature Video of Recollective (10 mins) http://player.vimeo.com/video/76747706
  22. 22. Integrated suite of community research tools. Activity-based Socialized Mobile Tasks Analysis / Reporting Free or Pro
  23. 23. Tasks offer multiple ways to engage your audience.
  24. 24. Tasks offer multiple ways to engage your audience.
  25. 25. Typical applications of Recollective include: • understanding customer behavior • concept / product testing • agile research and testing • stakeholder / employee research • product and communication codevelopment
  26. 26. Case Study #1 UK Agriculture, Seed Manufacturer Looking to understand cereal farmers’ behavior, attitudes and experiences by researching with those using hybrid seeds vs. traditional seeds. • Over 100 people and ran for 7 months (extended from 3 months) • 6 separate communities including participant-led discussions plus structured researcher-led activities set weekly throughout the farming calendar • Completed self-service by research agency
  27. 27. • Wide range of activities – image reviews, video, open ended text, polls, card sort and online diaries. • Participation rates varied between studies at different times of the year, ranging from around 50% to 80%. In total over 1,000 activity responses, plus hundreds of discussion posts and comments submitted. • Findings were shared with the community.
  28. 28. Case Study #2 Sobeys, national Canadian food retailer The project was designed to gauge the impact of recent openings of Walmart Superstores in 5 areas, to fine-tune IGA marketing strategies. • 25 Activities run over 2 weeks • 40 people for traditional qual / 33 for online qual • Intention was to compare and contrast the use of traditional focus groups against a short-term insight community • French-language study
  29. 29. 25 activities launched Average compensation $117 Range $30-200 73% Log-on rate (53 logged/73 recruited) 1077 1345 activity completions visits to the site Comments and ratings 570 575 28 Discussion postings Discussions started by participants
  30. 30. • Insight Communities were found to offer these advantages: – Geographically dispersed / busy target – Experience sharing – Sensitive topics – Providing more, richer and deeper material than traditional focus groups and encouraging more openness in responses. • And they were deemed best for these applications: – Exploratory research – Longitudinal research (multi-phase product dev, in-home testing over time, purchase processes, behaviours) – Reality checks – Ideation and crowdsourcing
  31. 31. Case Study #3 Customer Community, Global Confectioner A ongoing customer community of people that consume the brand’s chocolate products. • • Tabatha Bourguignon, Community Manager, Hotspex Monthly prize draw for incentives. • “I've worked with a number of platforms over the years, and Ramius is by far the most intelligent; it allows both the client and the members to feel confident, and it allows me to get to the answers I need. Another benefit of the Ramius software is the variety of tools that are available right at my fingertips. If I want to do something fun for my members, I have that ability” Sustained at approx. 150 people annually Virtual shopping, collaborative product and marketing ideation, shop along trips, opinion and experience activities, branding questions, ad testing, communication testing and ideation.
  32. 32. • Completed over 90 structured activities to date, with 7900 responses, plus nearly 1,800 discussions and participant-led topics. • Over 13,000 study logins across 1.5 years. • Using all task types to keep interest levels high. • Activities every week. • Turnover rate.
  33. 33. Thanks for your time. Contact me to discuss any questions at: sthompson@ramius.net 1-613-369-5233 1-888-932-2299 x233 @getrecollective or @ramiuscorp

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