Connecting with the Ever Changing Consumer Using a Digital Town Hall

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Connecting with the Ever Changing Consumer Using a Digital Town Hall

  1. 1. CONNECTING WITH THE EVER CHANGING CONSUMER USING A DIGITAL TOWN HALL Richard Watkins :: Cox Communications Kris Hartvigsen :: Vision Critical
  2. 2. Presentation Outline <ul><li>Part I: Introduction – Digital Town Hall </li></ul><ul><li>Part II: Examples – Cox Communications </li></ul><ul><li>Part III: Redefining Panel </li></ul><ul><li>Part III: Key Take Away </li></ul><ul><li>Part III: Conclusion – Q & A </li></ul>
  3. 3. Introduction: Digital Town Hall
  4. 4. Digital Town Hall <ul><li>A digital town hall is targeted group of customers (or potentials) whom you engage with and learn from over time. </li></ul><ul><ul><ul><ul><li>Typically quantitative (surveys) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Two-way private feedback </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Topics and studies controlled by company </li></ul></ul></ul></ul><ul><ul><ul><ul><li>1,000’s or 10,000’s of panelists </li></ul></ul></ul></ul>
  5. 5. 2006 Launch of Our Panel Cox Digital Town Hall
  6. 6. Getting it started…
  7. 7. Once they are a Resident…. They can participate in surveys…
  8. 8. Participate in discussions, forums… Once they are a Resident….
  9. 9. Get Feedback Through Newsletters… Once they are a Resident….
  10. 10. The Town Hall Provides Reporting
  11. 11. Examples: Digital Town Hall
  12. 12. Cox Communications – A Few Examples <ul><li>Cost Savings </li></ul><ul><li>Over the past year and a half, we have realized the research value of several hundred thousand dollars more than the cost to maintain the Digital Town Hall.   </li></ul>
  13. 13. Cox Communications – A Few Examples <ul><li>Focused Research </li></ul><ul><li>Cox uses its Town Hall to test different concepts and narrow the pool of ideas to those with the most potential </li></ul>
  14. 14. Cox Communications – A Few Examples <ul><li>Timely Research </li></ul><ul><li>Recently the Town Hall provided their opinion on the importance of Environmental Citizenship.  The Town Hall helped the company establish the importance of this issue faster than any other research mechanism.  </li></ul>
  15. 15. Cox Communications – A Few Examples <ul><li>Rapid Research </li></ul><ul><li>The company faced a competitive threat in which an answer was needed for a Senior Level Management meeting the next morning.  Less than 18 hours after the initial discussion Cox had the answer. </li></ul>
  16. 16. Cox Communications – A Few Examples <ul><li>The Evolving Consumer </li></ul><ul><li>By using the Digital Town Hall, Cox was able to determine that the incidence of a new cable application would not yet support quantitative research. </li></ul>
  17. 17. Keys to Success <ul><li>Corporate wide commitment </li></ul><ul><li>Prepare for ongoing maintenance </li></ul><ul><li>React to both positive and negative feedback </li></ul><ul><li>Qualitative benefits need to drive panelist participation </li></ul>
  18. 18. Potential Challenges <ul><li>Do not over communicate </li></ul><ul><li>Bring legal in early </li></ul><ul><li>Keep the panel fresh – panelists, topics & incentives </li></ul><ul><li>Manage loyal bias </li></ul><ul><li>Communicate internally </li></ul>
  19. 19. Redefining Panel: Integrate Panel & Community
  20. 20. <ul><li>Invitation only, private environments </li></ul><ul><li>Company sponsored and/or owned by the client </li></ul><ul><li>Category specific </li></ul><ul><li>Exclusive, or at least foster a sense of insider exclusivity </li></ul><ul><li>Well profiled, with participants having been pre-screened </li></ul><ul><li>Multi-media capable (photos, video etc.) </li></ul>Community (qual) Panel (quant) Integration of Panel & Community
  21. 21. Quantitative Panel with 10,000 panelists Breakout Communities of 300, still part of the panel Interact with your target segments through quantitative surveys Invite panelists to additionally participate in ongoing qualitative discussions. Seamlessly run smaller breakout groups of varying sizes. Can be both open member generated content or directed tasks. Integration of Panel & Community
  22. 22. Town Hall Time Shifting Technology Adopters Gamers Mobile Video Focused Engagement: Run Small Breakout Group(s) Integration of Panel & Community
  23. 23. <ul><li>Start by brainstorming ideas in your community </li></ul>Idea Idea Idea Idea Integration of Panel & Community
  24. 24. <ul><ul><li>Take the 10 ideas that were generated in the community and go back to the broader panel with a quantitative concept sort </li></ul></ul>Panel (quant) Community (qual) Integration of Panel & Community
  25. 25. <ul><ul><li>Take the 3 concept sort winners from the panel and dissect them further within the community </li></ul></ul>Panel (quant) Community (qual) Integration of Panel & Community
  26. 26. <ul><ul><li>Can continue the cycle by going back to the community to brainstorm positioning and next stage ideas of winning concept </li></ul></ul>Panel (quant) Community (qual) Integration of Panel & Community
  27. 27. <ul><li>Custom Panels and Communities play well together </li></ul><ul><li>Inform your quant. with your qual. inside one environment </li></ul><ul><li>Run forums for as long as makes sense (weeks/months/years) </li></ul><ul><li>Many ways to build communities (open house vs. VIP) </li></ul><ul><li>Many techniques and tasks: surveys, quick polls, discussion forums, blogs, photo galleries, rich media exercises </li></ul><ul><li>Target very specific groups (teens who like gadgets, live in the Northeast, didn’t like your last ad campaign and had great ideas for a new product) </li></ul>Integration of Panel & Community
  28. 28. Redefining Panel: Introduce Rich Media Questions
  29. 29. Introduce Rich Media Questions
  30. 30. Introduce Rich Media Questions
  31. 31. Introduce Rich Media Questions
  32. 32. Introduce Rich Media Questions
  33. 33. Introduce Rich Media Questions
  34. 34. Introduce Rich Media Questions
  35. 35. Introduce Rich Media Questions More likely to take part in online surveys No change from my current participation Engagement Lift +18 pts n=1,850 n=1,755 Image: ESOMAR Paper Maximizing respondent engagement:
  36. 36. Introduce Rich Media Questions Total Canada US UK France Australia 18 to 34 yrs 35 to 54 yrs 55+ yrs Men Women Country Age Gender Image: ESOMAR Paper Maximizing respondent engagement: Engagement Lift
  37. 37. Introduce Rich Media Questions Fusion Flat Fusion Flat Fusion Flat Flat n = 1,850 Fusion n = 1,755 This survey was… Image: ESOMAR Paper Maximizing respondent engagement:
  38. 38. Key Take Away:
  39. 39. Why Did We Build a Digital Town Hall? <ul><li>“ Voice of the Customer” to drive business decisions </li></ul><ul><li>Quick Turnaround / Rapid Research </li></ul><ul><li>Cost Effective </li></ul><ul><li>Be Category Specific, Very Proprietary </li></ul><ul><li>Hypothesis Generation & Directional Validations </li></ul><ul><li>Be Creative, Go Beyond Traditional Research Methods </li></ul><ul><li>Fast and effective research capabilities </li></ul><ul><li>Ability to integrate multimedia components </li></ul><ul><li>Ongoing customer insight and improvement suggestions </li></ul>
  40. 40. To Sum Up… <ul><li>Replacement for traditional research – There are studies that we would have done using traditional methods and we can now do using the Town Hall. </li></ul><ul><li>To address issues that we likely would not have researched w/o Town Hall. For these studies we would have relied mostly on intuition. </li></ul><ul><li>To help us spend our resources (dollars, time, questionnaire space) more wisely. The Town Hall allows us to get a quick look at rapidly changing consumers. </li></ul><ul><li>To eliminate product concepts or ideas before conducting expensive testing via traditional measures. </li></ul>
  41. 41. Q & A
  42. 42. CONNECTING WITH THE EVER CHANGING CONSUMER USING A DIGITAL TOWN HALL Richard Watkins :: Cox Communications Kris Hartvigsen :: Vision Critical

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