This paper is about taking a holistic approach to online communities and developing a mindset that obsessively focuses on the client end-game, rather than any fixed methodology. We explore what makes an effective online community; highlighting what works, and also some of pitfalls (based on personal experience!). During the course of the paper we'll use four case studies from clients in diverse sectors to illustrate the key points.
Discover how to use holistic research communities to give stakeholders fast and cheap - without compromising on quality. And by doing so to get back to the core role of market research, providing accurate insights to clients, not worrying about methodologies.
Bots are taking over moderation and analysis, snappy chat conversations are the new preferred communication mode by consumers and research will happen in the consumer context. Join us in journey together with Heineken and get a glimpse on the future.
Until now crowdsourcing contests (idea generation via online platforms) and netnography (ethnography adapted to the internet) have been understood as two distinct approaches. A first example of an intertwined crowdsourcing/ netnography project, more precisely the Chocolate Lovers Contest by Mondel?z International (formerly Kraft Foods), is detailed in this presentation. By conducting a netnography-based content analysis of all contest output, an understanding of consumers needs and preferences underlying the submitted ideas were gathered. In addition netnographic validation in independent online communities provided insights into the ideas relevance for the general market as well as hints for further improvement. The presenters outline the research process and provide an understanding of generated results.
Generation Y (aged 15-30) is the most marketing savvy generation ever. On a global scale, this new consumer cohort is much larger than the previous generation X and their impact on society will soon surpass the Babyboomer's largely documented influence. But what drives this fickle generation and how can global brands really connect with youth worldwide? This paper highlights the key dimensions behind cool brands derived from a research community connecting urban youth in 15 different cities around the globe.
Consumers in BRIC markets account for nearly one-third of the world's online population and experiment with social media more broadly than other consumers. Market researchers hoping to use the Internet to attract, involve, and learn from these consumers need to provide settings and formats that maximize engagement. In this multinational study, we describe differences in engagement, conversation topic, and quality of contribution by country and explore those conditions that lead to the greatest vibrancy and quality. We also identify best practices for recruiting and engaging online community members, implications for generating actionable insight, and specific 'to-do's' and case examples.
Two case studies (Menu Menu and Mirrortime) where online research has been an integral tool for design innovation projects are addressed in this paper. The projects differ in thematic focus, region and target group. The specific methodological approach chosen for each research project and the implications for research set up and execution are addressed. Specifically the presenters argue that we need to move from anonymous respondents to a community of participants, from side line observations to engaging provocations and from interrogations to conversations.
This paper addresses a case study where one of Australia's largest and most complicated companies increased the value of research through simplicity. Telstra created an innovative large scale customer community (mytelstraexperience.com.au) designed to measure the customer experience journey. The goal was to make the process for giving customer feedback simpler and in a collaborative, co-creative and iterative fashion that has resulted in fresher insight generation and accelerated innovation.
This paper examines a very current and widely discussed topic within the market research industry where there are strongly held opinions and an on-going debate. A comparison of an existing online community and online research panel within the same company is discussed in detail, in addition to a case study where the same questions were run simultaneously on this existing community and research panel. A suggested framework for companies considering these alternatives has also been provided.
The work carried out by Face and Nokia within the Relevance Programme is described in this paper. The authors show how a complex organization can respond to the challenges of rapid exponential change through open and agile approaches like co-creation, crowd-sourcing, social media analysis and online research communities.
The goal of this paper is to draw a blueprint for an enhanced and holistic approach on online community research. Both researchers and clients will cede control to participants and make use of new web technologies, in the different phases of the research process. This new approach is very useful in researching consumer habits, practices and consumer needs which is followed by brainstorms with a larger group of participants. This finally results into new insights. Applications lie on the fuzzy front end of product and communication campaign development or product experience testing (e.g. in order to detect possible improvements).