esomar online research oct282009

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Presentation given at ESOMAR Online Research conference October 2009

TRANSCRIPT

Sheila Wilson, Consultant 30 June 2009

Dan CoatesglobalparkOctober 28th, 2009

Customer Advisory Panels and Advocacy Networks

1

Mainstream: Customers as Advisors

2

2009 Globalpark AG

Nearly half of marketing leaders

plan to tap consumer communities

to help guide new product development and design.

Forrester Research, April 2009

2

An integrated platform that encompasses

Recruitment

Communications

Quantitative & Qualitative data collection

Incentive management

Plus

Online ethnography

Collaborative, real-time, product innovation

3

2009 Globalpark AG

Advisory CommunitiesWhat are they?

3

Rapid turnaround

Low cost

Longitudinal insights

Consumer empowerment

Reliable results

Advisory Communities The Benefits

4

2009 Globalpark AG

4

More panels die of neglect than overuse

Companies that enable feedback across multiple departments see exponential increases in value

Dont go it alone

5

2009 Globalpark AG

Advisory Communities It takes a researcher

5

Turn your best customers into your best marketers

Empower advocates across existing social media and networking sites

Advocacy Networks

6

2009 Globalpark AG

6

Advocacy Networks

7

2009 Globalpark AG

500,000 Consumers

100,000 Opinion Leaders

80,000 Satisfied Opinion Leaders

~1.5 MILLION Positive conversations pre-launch

Segmentation

Product SamplingSatisfaction Survey

Recommendations(average 18 each)

Brand A

Brand B

Brand C

7

Typical Results

A cost-effective way to gain insights that drive product innovation and extend loyalty, revenue and reach

8

2009 Globalpark AG

Costs

Loyalty

Revenue

Reach

8

2009 Globalpark AG

Goals

Test new product concepts among key targets

Household composition

Where they shop

What they buy

Invite panelists within the Minneapolis market area for sensory testing at their test kitchens

General Mills:Consumers Matter

9

9

2009 Globalpark AG

Solution

General Mills deployed a number of advisory communities to conduct qualitative & quantitative research

Respondents recruited via multiple methods

Segmentation and profiling enables targeting according to household composition, the types of products bought and where they shop

General Mills:Consumers Matter

10

10

2009 Globalpark AG

Results

At-the-ready respondents scale research efforts while keeping costs down

Project volumes have increased to 1,500+ per year

Per project costs have been reduced to

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