from panels to collaborative research
TRANSCRIPT
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From Panels to Collaborative Research
Insights Innovation Exchange | Atlanta | June 16th -18th 2014
Adriana Rocha | @adricrocha Co-founder & CEO at eCGlobalSolutions
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A New Economic Model:
Ownership and Access is shared
between corporations and people.
The Collaborative Economy
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Imagine this family going on vacation…
but they could tap the crowd to get what they need —without buying from companies
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Funding
…use peer lending websites to borrow money from the crowd
–rather than go to a bank.
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LendingClub enables crowd to be a bank
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Hospitality
…stay at someone’s house–rather than a hotel.
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AirBnb enables crowd to be a hotel
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Food and beverage
…enjoy a home cooked meal from someone’s home kitchen—rather than eat at a restaurant.
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Feastly enables your neighbors’ kitchens to be a restaurant
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Goods and products
…get goods and products from the crowd for free –rather than buying at a store.
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Yerdle enables neighbors to gift goods–rather than buy
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And you can tap the crowd to get what you need—without buying from companies
Imagine you’re going on a business trip
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Facilities
…rent office space from other companies that have extra space –rather than work with a traditional property manager.
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LiquidSpace enables companies to rent from each other
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Staffing
…hire people from the crowd–rather than working with traditional staffing agencies or HR.
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oDesk enables crowd to be a workforce
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Transportation
Use another person’s car–instead of buying from a Taxi Corporation.
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Lyft enables crowd to be transportation
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Get data from the Crowd
“I'm selling this data for $2 a day. If more people do the same, I'm thinking marketers could just pay us directly for our data.”
.
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Crowd Interpretation
“I'm selling this data for $2 a day. If more people do the same, I'm thinking marketers could just pay us directly for our data.”
Co-ModeratorsCo-Analysts
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TaskRabbit finds someone to do the work for you...
ModeratorsAnalysts
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The impact of sharing can be huge!
Customers can buy once –and share many times amongst each other–reducing the need to buy again.
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Question: Is this a business disruption?
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Sharing is not new….
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But now, people can use technology to do it at a scale without boundaries
B2B | B2C C2B | C2C
Companies risk becoming disintermediated by customers who connect with each other.
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“The only way, is to let go
to gain more.”
Jeremiah Owyang
For companies to succeed in the collaborative economy
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BMW expanding DriveNow car sharing program
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HBO and DIRECTV – sharing panels and data
Needs: increase online panel size, improve engagement, convert members to Ratings Panel, attractive incentivesOffer: Access to its panel and DTV Ratings in Latin America
Common Goal: Integration of TV Ratings + Social Media and Primary Research Data
Needs: increase online panel size, improve engagement and panelist experience, feed Programming trackers
Offer: Access to its panel, HBO branded gifts and incentives
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eCGlobal Core Panel
1.2 mi panelists in LATAM
Thousands interactions a day
>120 profiling variables
HBO Proprietary Panel
DIRECTV Proprietary Panel
Collaborative Research Network
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Online Panels -> Collaborative Communities
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Online Panel -> Collaborative Communities
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Collaborative Recruitment Efforts
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Shared Profiles
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Shared Studies
HBO
DIRECTV
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Private Dashboards
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The sharing revolution isan stoppable movement*
*Caveat: The only way to stop this movement, is to stop the internet.
The Future?
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Join the Movement!
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Thank you! Adriana Rocha | @adricrocha
Co-founder & CEO at eCGlobalSolutions