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Why Communities Are Taking over the Insight World

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Online Research Communities have become the most widely adopted new research methodology. They allow you to gather real-time, qualitative market research insights, typically at a fraction of the cost. Fortune 1,000 companies including leading media, retailers, CPG, and service companies have taken notice and adopted a community - in one form or another. In this webinar, we will look at the rise of Online Communities and the factors that contribute to its success, including customer centricity, co-creation, speed, and cost. Lastly, we'll touch on the future on Online Communities, including automation trends and chatbots.

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Why Communities Are Taking over the Insight World

  1. 1. Why are communities taking over the insight world?
  2. 2. Ray Poynter Dan Fleetwood President, QuestionPro CommunitiesFounder, The Future Place and NewMR
  3. 3. Agenda ❏ 15 years of growth ❏ Many Versions ❏ Customer Centricity ❏ Cost ❏ Speed
  4. 4. 15 Years of Growth ❏ 1999 Cluetrain Manifesto ❏ 2002 Friendster, 2003 MySpace ❏ 2004 Facebook ❏ Early 2000s Communispace, Join the Dots, Vision Critical ❏ GRIT – dominant new method over last few years ❏ ESOMAR GMR 5% of Global MR spend 2015
  5. 5. Multiple Dimensions ❏ Long-term vs Short-term ❏ Panel vs Community ❏ Qual vs Quant vs Qual & Quant ❏ Full service vs Assisted Service vs DIY Image creator Robert Webb's Stella: http://www.software3d.com/Stella.php.
  6. 6. Customer Centricity The Past Markets + Brands Now Customers
  7. 7. Customer Centricity ❏ Discussions instead of ad hoc surveys ❏ Connecting with customers, two-way communication ❏ Iterative thinking, leveraging agile approaches ❏ Crowdsourcing – more talent outside your organisation, than inside ❏ Longitudinal analysis, pre-profiled, engaged customers
  8. 8. Cost ❏ Short-term communities -> quality and ROI decision ❏ Long-term communities ❏ Higher initial cost (platform, recruitment, set-up) ❏ Low marginal cost per project ❏ Opportunities to monetize research
  9. 9. Speed ❏ It’s like having a roomful of customers ❏ Pre-profiled and incentivized ❏ Formats, tools, approaches prepared ❏ Days instead of weeks ❏ Hours instead of days MVP Final Product
  10. 10. Range of uses Communities not great for: ❏ Market measurement – media measurement ❏ Spontaneous measurement – e.g. brand top of mind ❏ Non-customers ❏ Brand and Ad Tracking (but consider customer experience tracking)
  11. 11. The Future? ❏ Linking communities to other data ❏ Automation and AI – e.g. chatbots ❏ Larger communities ❏ Further blurring of MR vs Marketing
  12. 12. Big Picture ❏ Communities are mainstream – in many verticals they are the norm ❏ The 3 drivers are: ❏ Customer Centricity ❏ Cost ❏ Speed ❏ In the future bigger, linked to Big Data, with AI
  13. 13. Thank You Ray Poynter NewMR
  14. 14. QuestionPro Communities - Innovation ❏ Ideation Engine ❏ Idea Board Module ❏ Social Listening ❏ Twitter Integration ❏ New Redesigned Community App ❏ Fully Integrated with Communities
  15. 15. Idea Board ❏ Members can post ideas ❏ Other members can vote and comment on these ideas ❏ Popular ideas bubble up to the top of the list ❏ Ideas can be shared on social media - Twitter and Facebook ❏ Idea status can be updated by the Community Manager
  16. 16. Idea Board
  17. 17. Social Listening ❏ Integrate your company’s Twitter account with your QP Community. ❏ Allow members or non-members to tweet at your company using a predefined hashtag. ❏ The idea will automatically get added to the community. ❏ All members will be able to vote on and give feedback about the idea.
  18. 18. View on Twitter
  19. 19. View on Idea Board
  20. 20. View in Portal
  21. 21. New Community App - Key Features ❏ User News/Activity Feed ❏ Distribute Messages Dynamically ❏ Points & Leaderboard ❏ Levels/Gamification ❏ Refer-a-Friend/Share app ❏ Quick Polling Feature
  22. 22. New Community App Screenshots: ❏ User Feed ❏ Leaderboard ❏ Discussion
  23. 23. Thank You Dan Fleetwood QuestionPro
  24. 24. Q and A Ray Poynter NewMR Dan Fleetwood QuestionPro
  25. 25. questionpro.com/communities @questionpro communities@questionpro.com Dan Fleetwood dan.fleetwood@questionpro.com Ray Poynter ray.poynter@thefutureplace.com

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