Ojos en el Mundo is the first market research online community, created by ProColombia, that encourages integration among Colombians living abroad, in order to gather crucial information for Colombian exporters such as consumer preferences, business opportunities, prices, shelf positions, packaging, etc. Our members called 'Lupas' (meaning 'magnifier' in Spanish) will gather this data through simple and dynamic tasks called 'Zooms'. These Zooms try to emulate market research tools where our Lupas can conduct surveys, direct observation in points of interest with photos and videos. Through this information, our analysts may have a better understanding of potential markets.
Can online consumers contribute to market research about fragrance, if we can't digitally transmit scents yet? Short answer: yes, most certainly. The leading global designer of fragrances and flavours IFF and innovation research company Winkle have recently begun adding input from online consumer communities to IFF's fragrance development process. We have developed a first, pioneering international research programme together, getting close and personal with consumers in each of IFF's seven priority markets. We interacted intensively with these groups about their prevalent perceptions of fabric care in general, and about the washing process and washing detergent fragrances in particular. The result is a wealth of actionable, qualitative, hands-on insights that IFF will benefit from for years to come.
The flood of photos on social media is overwhelming. Every single day, Facebook users upload an average of 351 million images. These snapshots not only provide insights into the users' lives, but also reflects their attitudes and experiences with brands. This rich knowledge source has been inaccessible to market research to date, since existing social media tools consider only text.In this paper, we demonstrate the meaning of brand-related social media photos for marketing, present a system which is able to recognise pictorial content and to derive key figures for awareness, popularity and usage of brands, and prove within a case study that the system's output is in line with the results from social media text mining and surveys.
In our case study, we investigate the use of digital configurators within market research online communities (MROCs) as viable tools to empower consumers and fuel front-end innovation. Based on an online research community by Braun, an electronic devices brand of P&G, which featured a hairdryer configurator, we provide insights into how configurators can engage consumers and facilitate the dialogue in MROCs. It is highlighted how configurators help explore desirability and preferences of product features by having a guided conversation within a well-defined corridor. We argue that configurators may help design efficient co-creation processes whilst eliciting feelings of empowerment and freedom, i.e. performing meaningful and constructive tasks in new product development.
This presentation offers a hybrid analogy study showing how other business areas inspire product development for dental cementation. First, we used social media for a process of worldwide brainstorming with people doing cementation. We then chose experts who shared their experience with cementation in focus groups and developed new ideas together with internal professionals. During stage three we used a standardised questionnaire, five new ideas were evaluated by internal professionals regarding feasibility and potential. Finally, selected experts followed up on the development process in an online community by delivering ideas for improvement.
Online research communities are the new star in market research. These online platforms connect a company with a group of interested and interesting consumers to collaborate with in qualitative research. With the rise of social media, Asian consumers are ready to co-create the future of brands, more than ever. But, are companies also ready for it too? In this article, we share a couple of tips on how to successfully collaborate with consumers in Asian markets, all illustrated with case studies . We also outline the key benefits of this relatively new method, and outline a simple, but very useful framework, to check the method effectiveness on 3 levels: 'automational', 'nformational' and 'transformational' benefits.
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.
Our industry has embraced MROCS as a new tool. Whereas most researchers still celebrate the richness this phenomenon offers, others are already pushing the "cost-efficiency" button to squeeze in as many projects as possible. Already we have seen MROCs where this scenario became reality: response wears out and members drop out faster than new members can be recruited. This way we exploit communities the same way as telephone interviews and online access panels. A new promising methodology becomes exhausted before it even gets the chance to shine. This session presents a new approach in recruitment and differentiated moderation with the 5F-model, proving how communities generate more interaction and more insights with less investment. Just by pushing other buttons we create a sustainable future for MROCS.
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.