peter harris and sean dunn training day - 2011
TRANSCRIPT
Training Day – 31st October, 2011
Community Panels and the Feedback Wave Sean Dunn and Peter Harris – Vision Critical
A Presenta*on from the Fes*val of NewMR Training Day – October 31, 2011
2 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Community Panels and the Feedback Wave Sean Dunn Account Director
3 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
What are market research community panels
?
4 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Well said.
“It’s research Jim but not as we know it.”
5 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Brand Relationship
6 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Private, branded, online space , where invited consumers or prospects regularly spend time generating ideas, offering advice to you and to one another, sharing experiences and feelings, discussing trends, and helping you ?igure out your marketing and business issues.
+
7 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
“It’s like having a room full of your customers next door”
Simply Put....
8 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
9 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
What are the features of a market research online community
?
10 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
11 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
12 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
13 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Moderators
and client
chat
Participants
chat
Interactive
white board
– Fewer respondents (6 to 12) – Shorter duration (90 to 120 Minutes) – Fast paced and interactive – Highly engaging – Easily captures spontaneous reactions
and allows probing every response individually
– Number of stakeholders can view the live chat simultaneously.
– Can be conducted in multiple languages (VC has access to moderators for most SEA languages)
Qualitative Research
14 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Quantitative Research
15 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Why communities
?
16 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
MROC can lead to new ideas, better products and more relevant messages
17 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Case Study – Banana Republic
http://au.youtube.com/watch?v=Y0SOXW_K56w
• Loyal “Insider” Customers
• Pro?iled on BR customer segmentation
• Ability to target sample
• Unique research (photo studies)
• Versatile research (qual/quant)
• Category speci?ic
• Quick, Cost Effective
• Real-‐time results
18 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Consumers are willing to participate in online company communities
66% Of online adults say they are willing to participate company online communities to develop products & services
Your Source; Australians 18+; online users
19 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Willingness spans a variety of areas
Previewing/Input on new product's/services before anyone else
84%
Giving input on advertising/marketing
campaigns
68%
Getting a behind-‐the-‐scenes look at the company
61%
Having a direct impact on the company
58%
Interacting with company decision
makers
49%
Interacting with other community
members
48%
Other
4%
What would be of interest if you joined a brand community?
Your Source; Australians 18+; online users; say they are willing to participate in company online communities
20 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Communities Pay Off
Better products & services
• Understanding customer challenges, needs, and ideas
• Gaining new perspectives on the overall experience
More efOicient innovation / NPD
• Testing ideas earlier in the development process to get cheaper and more real-‐time feedback
• Understanding interest levels to prioritize new innovation initiatives
Customer engagement,
advocacy & loyalty
• Showing loyal customers that their opinions matter
• Empower people through the ability to impact decisions through ownership in the process
Customer acquisition
• Learning why non-‐customers aren’t buying from you
• Engaging new target segments early to transition them to future buyers
21 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
How does it compare to other forms of market research
?
22 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
• More research, for less Faster responses
• Reduced surveying costs
• Richer quality of responses
• More brand contact with marketing partners / stakeholders
• Refocus and realign the organisation around the customer
23 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
What Works
1. Clear communication
2. Active company participation
3. Engaging content – rich media
4. Showing impact of participation
5. Ceding some control of the agenda
6. Regular contact – weekly or fortnightly
7. Using a variety of tools
8. Company wide involvement & partner support
9. Rewarding the community – discounts, invitation to special events
24 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
What Doesn't
1. Not having clear objectives
2. Being absent. You must show-‐up
3. Not recognising contributions
4. Not being conversational
5. Not being transparent
6. Not offering a variety of activities
7. Not demonstrating action
8. Treating people as respondents to research
25 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Research communities offer fresh insights for accelerated innovation. At the end of the day, it should connect you with your community
26 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Q & A
Pravin Shekar krea
Peter Harris Vision Critical
Sean Dunn Vision Critical
27 Peter Harris and Sean Dunn, Vision Critical, Australia Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Thank You!
Training Day – 31st October, 2011
Community Panels and the Feedback Wave Sean Dunn and Peter Harris – Vision Critical
A Presenta*on from the Fes*val of NewMR Training Day – October 31, 2011