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.
According to Forrester, more and more agencies offer market Research online Community (mRoC) services alongside other methods. nonetheless, efficiently coping with the huge amount of text that some mRoCs produce often remains a challenge. This presentation looks at how text analytics can be a helpful tool for a community moderator and for a qualitative researcher in dealing with these problems. More specifically how Cluster analysis, Conceptnet, Wordnet and latent semantic analysis (lsa) can be deployed in the context of Community Research is examined. A case is presented in which these techniques were used to improve efficiency of deploying an mRoC, both in terms of improving monitoring and in terms of supporting qualitative researchers in the reporting phase, leading to more solid results.
The 2012 is the year of mobile, and many great market research attempts at integrating mobile in the toolbox have been made. So far, however, there are a couple of dimensions missing in the discussion. this presentation will describe: 1) the benefits of mobile surveying, beyond the tool; 2) the use of mobile in market Research online Communities; and 3) mobile as a topic of research and a huge business opportunity . this presentation will provide answers to these missing dimensions with the aid of case studies of eBay Classifieds and a retailer.
The global design project of Heineken, 'Open Design Explorations Edition 1: The Club' invited talented emerging designers from around the world to co-create the club of tomorrow. A three-week Market Research Online Community (MROC) with 120 design-savvy clubbers resulted in a consumer journey map, visualizing their needs, perceptions, experiences and motivations. This served both as a briefing and a source of inspiration for the designers working together on the design of this concept club. The final concept club will be showcased at the Salone del Mobile 2012 in Milan after which it will travel worldwide.
In 2011, Meredith Corporation wanted to invigorate and transform The Ladies' Home Journal to reach a younger and broader audience. They came up with an innovative idea: allow readers to produce the majority of its articles. Meredith turned to their online community of 300 women who had been providing unique and actionable insights since 2007. They were able to hear directly from current and prospective readers what mattered most to them, while testing and refining concepts. Their ideas provided insights that would lead Meredith to successfully re-launch Ladies' Home Journal in March of 2012. This session will describe how Meredith is pushing the limits of traditional research methods, obtaining continuous inspiration from their customers, and using insights to drive real business growth.
Brazil's middle-class population has exploded in the last decade and today nearly half of Brazil's population is classified as middle class. With wallets full, Brazilians are dining out more than ever. To understand how this growth affects the food service industry, Nestlé Brazil proposed a mass-ethnographic and MROC project BrainJuicer to better understand the Brazilian middle-class market. This project will provide better understanding of the needs of this emerging consumer market and the development of products tailored for their specific needs and expectations, which is crucial to take advantage of the opportunities in this rapidly changing market.
Learnings about recruiting, engaging and driving innovation with multinational online communities of consumers who are both creative problem-solvers and representative of GSK's target markets are shared in this presentation. From 2005 through the present, GSK Consumer Health has collaborated with several private, online communities , fueling both incremental and breakthough innovation, from guiding the development of a weight loss behavioral support program to co-creating the ideal mouthwash of the future, from redesigning brochures and signage to devising store-within-a-store floor plans.
Research panels are under pressure: response rates are in decline. By using methods like 'social media netnography' researchers can dig into an online source of textual and visual information to answer research questions, and get answers for unasked questions. Unfortunately, not all questions can be answered by observing online conversations. An authentic, interactive and engaging way to connect with contemporary consumers are 'research communities' participants brought together on an asynchronous discussion platform around a research topic of the group's common interest. The fusion between listening into conversations on natural communities and asking questions on research communities will be illustrated by a study conducted with DANONE (Nutricia) Global R&D.
What does the new age of listening mean in different parts of the world? This paper will contextualise market research online communities (MROCs) within local cultures of social media and research and seek to highlight best practice and potential risks and tips for success. Drawing on first-hand market knowledge, the authors will discuss case studies from different parts of the world, highlighting lessons based on their commonalities and contrasts, and how these can (and have been) applied in the running of MROCs. They will further examine Diageo's use of and experiences with an MROC. Readers will gain an increased awareness of the differences between MROCs around the globe and an understanding of how recognising and embracing these differences can help increase their value.
This paper will show how a project aimed at helping Coca-Cola GB better understand the older teen audience has lead to a significant legacy inside Coca-Cola in terms of ways of thinking about the role consumers can play in the business. It will show how approaching a classic insight question with a collaborative, open source mentality has allowed us to enter completely new spaces: find out answers to questions that we didn't even know we wanted to ask. Although the project in question was aimed at older teens, the method - online communities and co-creation - has been followed across other key audiences for Coca-Cola both in GB, and increasingly across the globe. The paper will also show how the project has evolved over time, bringing in new tools and techniques and adapting to the needs of the business to keep Coca-Cola completely in touch with their key audiences in the real world, and in real time.