Impact is the name of the game in market research. There are two critical success factors to activate an organisation with the outcome of research: a co-creative platform where employees can interact with the insights and a research method that generates immersive data to feed in this platform. Danone has set up Consumer Activation Studio, a cross-department collaboration platform where employees are inspired to interact with the research results and turn shopper insights into concrete ideas, stronger brands and future-proof business concepts. Feeding this platform is the Healthy Minded People community, a tribe of almost 100 shoppers across seven retailers in the US taking part in mobile ethnography, shopper safaris and ideation challenges.
PepsiCo wanted to (re)connect the Ruffles brand with Turkish youngsters. For six weeks a market research online community (MROC) was the central hub in which a dialogue took place between Gen Y, the Ruffles brand team and the advertising agency. In three sequential stages we moved from generating insights over developing new product concepts to pre-testing activation platforms and campaigns. In order to connect all stakeholders with the target group, we created multiple touch points with the consumer world and the research results included a consumer news website, live chat sessions with members, creative brainstorm sessions and offline consumer safaris in Istanbul. This presentation gives insights into the power of triangulation in qual research and creating impact with research.
In a research world where questionnaires of more than 20 minutes are considered to be 'not done' and consumers are increasingly less inclined to participate in research projects, it is almost a paradox that one would think about long-term dialogues with one's customers in an online community. It is possible, however! In this interactive session, the 'wow' and the 'how' of Market Research Online Communities, the rising star of online qualitative research, is illustrated.