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When community members take over!
There will always be a gap between what a consumer
                  shares and how a researcher interprets it. This disparity
                  is created by a cultural, generation and/or knowledge
                  gap. These different gaps make it difficult for a
                  researcher to put things into the right perspective. Here,
                  community participants can help us out. By
What to expect?   becoming our co-researcher, they can find more and
                  new insights that would otherwise not have been
                  captured. Customers feel empowered and honoured
                  when they are asked to become co-researchers. There
                  are many ways to collaborate with co-researchers. In
                  this article, our experience with co-researchers is
                  illustrated in three case studies from Campbell’s,
                  Air France-KLM and Philips.
Co-researchers bring down the wall
Co-researchers bring down the wall
The new buzzword in research industry is                  What would happen if we brought down these walls
„collaboration‟. Today, 8 out of 10 consumers are         and turned participants into researchers? Our recent
willing to collaborate with brands, 36% of                case studies prove that community participants
whom prefer to do so in a branded research                are not only perfectly capable of taking on the
community (Social Media Around The World,                 role as co-researchers, it’s also a way to close
2012). In order for collaborations to be really           cultural, generation and knowledge gaps.
successful, it‟s key that there‟s an equal relationship   These studies illustrate 3 ways of how community
between all parties and that they consider each           members become co-researchers: by moderating,
other as true partners. In Online Customer                analysing and fine-tuning our conclusions.
Communities, we consider the participants as equal
partners. We empower them to start their own
discussions and enable them to share (un)solicited
feedback. However, the roles are still split: we are
the researchers, they are the participants. For a
successful collaboration, we need to challenge these
traditional, distinct roles and examine the
convergence of the roles of a researcher and
participant.
MROCs allow us to build an on-going connection
                  with our participants. After the introductory period,
                  we have gained their trust and participants know
                  their way around in the community. Even members
                  who were not familiar with communities before, learn
Participants as   quickly how the community works, what the role of
                  the community manager is and what is expected of

‘co-moderators’   them. Without introducing the official role of a
                  ‘co-moderator’ we already see some members
                  starting to behave as moderators in the social
                  corner (i.e. the room to talk off-topic and start new
                  discussions). This already shows there‟s potential for
                  empowering participants to be part of the research
                  team and become actual co-moderators.
How to collaborate with co-moderators
There are various ways to introduce co-moderators into the community. We have
identified two types of co-moderators: „by role‟ and „by mission‟
1                The role of the co-moderator

The co-moderator task „by role‟ is endorsed as another moderator in the MROC of a specific room (i.e.
social corner). The co-moderator is encouraged to start discussions by him/herself, moderate,
summarise and report back to the moderator. In the community “Come Dine With Me” which we ran
for Campbell‟s, the co-moderator took his role very seriously and started completely new topics in the
Lounge.




   “I really enjoyed being a co-moderator, it
   really felt like I was playing an important role
   and that I was being heard. Thank you for
   asking me to do that, I would love to do it
   again”
   (Co-moderator in the “Come Dine With Me”
   community)
2               The mission of the co-moderator

The co-moderator „by mission‟ tries to complete a secret assignment. Instead of being „responsible‟ for
one room, the mission for this co-moderator is to join an already existing discussion and
stimulate the conversation to keep the topic active. Afterwards, as in the case of the co-moderator
“by role”, they summarise the discussion and report back to the moderator. In the community we ran for
Campbell‟s, we asked participants to join the discussion “Your ideal restaurant experience” to find out
extra insights in order to understand the total restaurant experience. For this role, the co-moderators were
positively surprised also



   “I accept the challenge and look forward to
   reporting back to you with my findings.
   Should be fun!”
   (Initial reaction from the co-moderator by
   „mission‟)
Why you should work with co-moderators
Working with a co-moderator „by mission‟ helps to
                                                            keep the discussion relevant and dynamic.
                                                            Plus, the questions are posed from a peer‟s point of
                                                            view, which helps close the participant-vs.-
                                                            researcher gap. Where co-mods by mission only
                                                            ‘poke’ discussions on topic level, co-mods by
                                                            role go one step further. They take over a whole
                                                            forum (e.g. social corner) and collaborate with the
                                                            members on a structural level, resulting in closer
                                                            P2P relations and increasing the social glue of the
                                                            community. Overall, co-moderatorship is perceived
                                                            to be very rewarding both for the co-moderator and
                                                            the other participants. Our experience with co-
                                                            moderators already shows there are more
                                                            opportunities for collaborating with participants as
In a brand new study with Campbell‟s, we observed           co-researchers. In the past year, we‟ve done several
                                                            studies to further explore the potential of co-
that working with co-moderators increases the
                                                            researchers in the analysis stage.
general engagement of the MROC. The
conversation can be even more open as it is peer-to-
peer, speaking the same language. Also the findings            “How interesting that you used a couple of the
                                                               other members to help you and ask us
are summarized from a consumer point of view, not              questions too. It’s a great idea, they know
that of a researcher‟s, thus bringing another mind and         where we’re coming from, and understand what
a different perspective into the analysis process. Using       we are talking about so it’s easier to talk to
                                                               them”
co-moderators also reaffirms to all participants that the      (A „Come Dine With Me, Australia‟ MROC
MROC is about listening, sharing and collaborating             participant talking about a co-moderator)
together. (Luke et al, 2012)
Participating in crowd interpretation
Next to moderation, participants can also add value when they are involved
during the analysis phase, also referred to as „crowd interpretation‟. The
rationale behind crowd interpretation is that analysis of data is biased by a
researcher gaze. To get all potential interpretations and insights hidden in the
data, we should to include multiple perspectives.
Recently, we conducted an insightment community
                                                in cooperation with Air France-KLM where we
                                                wanted to detect new needs of transfer
                                                passengers. After an observational stage where
                                                each transfer passenger reported about their

Interpreting                                    journey, we invited the community members to
                                                interpret each other‟s contributions. Previous
                                                research (Verhaeghe et all, 2011) taught us that

community data                                  consumers who are knowledgeable about the topic
                                                are most suitable for interpreting research results.
                                                The crowd interpretation was done in a game. In the
                                                first round, members gave their interpretation of the
                                                input of their peers. In the second round, the original
                                                contributor could rate the analysis. For each correct
                                                analysis, one received points. Consumers who were
                                                best at the analysis (highest number of points) won
                                                the game and got a special reward. When
                                                comparing the results of the researcher group with
                                                those of the participants, we can conclude that
                                                involving co-researchers leads to up to 21% of
                                                new insights, which would otherwise not have
                                                been reached. In other words: involving community
                                                participants in the analysis stage brings new insights
                                                to the table and helps researchers to close the gaps.
 Crowd interpretation of Gen Y community data



                                                .
Dry-running your presentation for consumers
Another way to involve participants in the tasks of the researcher is by asking them to fine-tune
your conclusions, almost like a dry-run for the community participants instead of the company.
This technique was used in a recent study we did for Philips.
Last year, we set up a 3-week insight shaping
                                                             community with 50 Chinese consumers,
                                                             together with Philips. Normally, we would work
                                                             with a native moderator. Due to time constraints, we
                                                             had to work with a non-native moderator and the

Fine-tune researcher’s
                                                             community was run in English, while the fear existed
                                                             we would lose out in terms of the fine nuances in
                                                             Chinese culture and society. To avoid this caveat
conclusions                                                  and increase positive feedback loops for enriched
                                                             information generation, we used 10 of our
                                                             participants as our co-researchers in a process of
                                                             crowd interpretation.
                                                             After our analysis of the community outtakes, these
                                                             participants were presented our findings and were
                                                             asked to challenge them. In performing the task of
                                                             crowd interpretation, these participants were asked
                                                             to explain our findings from the Chinese cultural
                                                             perspective, illustrate our findings with their own
                                                             personal examples as well as go beyond our first
                                                             impressions. Working with co-researchers
                                                             created truly unique insights that were key for
                                                             Philips to find the right positioning in the
                                                             Chinese market. We, as researchers and
    Philips‟ “Sleep Well” community with Chinese consumers
                                                             marketers, would never have uncovered these
                                                             insights from an online distance (Schillewaert et al,
                                                             2012).


                                                             .
A new milestone in the researcher-participant
               relationship
Based on these 3 case studies, we have truly experienced the added value of co-researchers in
communities, learned how and when to appeal to them and developed a future outlook.
1    Co-researchers help you close cultural,
     contextual and knowledge gaps

    First of all co-researchers help you overcome a knowledge barrier. Community
    participants all share a strong interest in a brand or topic. The more niche the theme will be,
    the bigger the knowledge gap and the harder it will be to moderate specific discussions and
    draw the right conclusions.
    Secondly, co-researchers can help you close a contextual blind spot. For example, we
    also conducted crowd interpretation for a GenY community in cooperation with MTV. The
    researchers involved in this GenY community were not all GenY members. Using crowd
    interpretation with like-minded peers of the participants generating the data helped us to
    overcome this generation gap.
    Finally, the last case shows that co-researchers are crucial to overcome the cultural
    barrier. These co-researchers know their culture and go beyond the researcher‟s first
    impressions.
2    Co-researchers are the ultimate level of
     community engagement

    Another key learning of working with co-researchers is that it’s not for everybody. It‟s an
    extra challenge that participants need to be interested in and perceive as an exclusive
    reward. Therefore, we consider co-researchers as the ultimate level of method engagement,
    rewarding selected members to become an official co-owner of the community.




                         5 levels of creating gradual engagement in Online Customer Communities
3    Co-researchers are the future of our
     profession

    Participants are no longer used for exploitation for our research needs and have
    become our partners with whom we collaborate. When we put community participants
    into a different context such as a co-researcher, it does not replace the researcher. On the
    contrary, actually. It proves that we are building a long-lasting relationship with our
    participants; it‟s a synergy. And sharing the responsibility for the community with participants
    reaffirms this new relationship. We believe this is the next step in collaborating with
    community participants and is the way forward for our profession as market researchers.
References
Luke, M., Cappuccio, R., De Ruyck, T., Willems, A., & Grant, R. 2012. Come Dine With Me,
Australia. Proceedings for AMSRS Conference 2012.

De Ruyck, T. & Veris, E., 2011. Play, interpret together, play again and create a win-win-win,

Schillewaert, N., De Ruyck, T., Troch, T. & Wijngaarden, J. van, 2012. When information is
hard to get creating positive feedback loops through engagement in online research
communities,
http://www.greenbookblog.org/2012/07/02/when-information-is-hard-to-get-creating-positive-
feedback-loops-through-engagement-in-online-research-communities/

Verhaeghe, A., Schillewaert, N., Van den Bergh, J., Ilustre, G. & Claes, P., 2011. Crowd
interpretation. Are participants the researchers of the future? Proceedings for Esomar
congress 2011.

Verhaeghe, A., Hageman, C., Troch, T. & De Ruyck, T. (2012). Doing more with less.
Proceedings for Esomar qualitative congress 2012.
The research team

     Anouk Willems                                Tom De Ruyck
  +31 10 742 10 35                              +32 9 269 14 07

  anouk@insites-consulting.com                  tom@insites-consulting.com

   @AnoukW1                                     @tomderuyck

  http://www.linkedin.com/pub/anouk-            http://www.linkedin.com/in/tomderuyck
  willems/3/490/974




Annelies Verhaeghe                                Thomas Troch
  +32 9 269 1406                                +32 9 269 12 26

  annelies@insites-consulting.com               thomas@insites-consulting.com

  @annaliezze                                   @thomastroch

  http://be.linkedin.com/in/anneliesverhaeghe   http://www.linkedin.com/in/thomastroch
Want to know more about
research communities?




                                      Tom De Ruyck
                              Head of Research Communities

                                     +32 9 269 14 07

                          tom@insites-consulting.com
When community members take over!

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When community members take over!

  • 2. There will always be a gap between what a consumer shares and how a researcher interprets it. This disparity is created by a cultural, generation and/or knowledge gap. These different gaps make it difficult for a researcher to put things into the right perspective. Here, community participants can help us out. By What to expect? becoming our co-researcher, they can find more and new insights that would otherwise not have been captured. Customers feel empowered and honoured when they are asked to become co-researchers. There are many ways to collaborate with co-researchers. In this article, our experience with co-researchers is illustrated in three case studies from Campbell’s, Air France-KLM and Philips.
  • 4. Co-researchers bring down the wall The new buzzword in research industry is What would happen if we brought down these walls „collaboration‟. Today, 8 out of 10 consumers are and turned participants into researchers? Our recent willing to collaborate with brands, 36% of case studies prove that community participants whom prefer to do so in a branded research are not only perfectly capable of taking on the community (Social Media Around The World, role as co-researchers, it’s also a way to close 2012). In order for collaborations to be really cultural, generation and knowledge gaps. successful, it‟s key that there‟s an equal relationship These studies illustrate 3 ways of how community between all parties and that they consider each members become co-researchers: by moderating, other as true partners. In Online Customer analysing and fine-tuning our conclusions. Communities, we consider the participants as equal partners. We empower them to start their own discussions and enable them to share (un)solicited feedback. However, the roles are still split: we are the researchers, they are the participants. For a successful collaboration, we need to challenge these traditional, distinct roles and examine the convergence of the roles of a researcher and participant.
  • 5. MROCs allow us to build an on-going connection with our participants. After the introductory period, we have gained their trust and participants know their way around in the community. Even members who were not familiar with communities before, learn Participants as quickly how the community works, what the role of the community manager is and what is expected of ‘co-moderators’ them. Without introducing the official role of a ‘co-moderator’ we already see some members starting to behave as moderators in the social corner (i.e. the room to talk off-topic and start new discussions). This already shows there‟s potential for empowering participants to be part of the research team and become actual co-moderators.
  • 6. How to collaborate with co-moderators There are various ways to introduce co-moderators into the community. We have identified two types of co-moderators: „by role‟ and „by mission‟
  • 7. 1 The role of the co-moderator The co-moderator task „by role‟ is endorsed as another moderator in the MROC of a specific room (i.e. social corner). The co-moderator is encouraged to start discussions by him/herself, moderate, summarise and report back to the moderator. In the community “Come Dine With Me” which we ran for Campbell‟s, the co-moderator took his role very seriously and started completely new topics in the Lounge. “I really enjoyed being a co-moderator, it really felt like I was playing an important role and that I was being heard. Thank you for asking me to do that, I would love to do it again” (Co-moderator in the “Come Dine With Me” community)
  • 8. 2 The mission of the co-moderator The co-moderator „by mission‟ tries to complete a secret assignment. Instead of being „responsible‟ for one room, the mission for this co-moderator is to join an already existing discussion and stimulate the conversation to keep the topic active. Afterwards, as in the case of the co-moderator “by role”, they summarise the discussion and report back to the moderator. In the community we ran for Campbell‟s, we asked participants to join the discussion “Your ideal restaurant experience” to find out extra insights in order to understand the total restaurant experience. For this role, the co-moderators were positively surprised also “I accept the challenge and look forward to reporting back to you with my findings. Should be fun!” (Initial reaction from the co-moderator by „mission‟)
  • 9. Why you should work with co-moderators
  • 10. Working with a co-moderator „by mission‟ helps to keep the discussion relevant and dynamic. Plus, the questions are posed from a peer‟s point of view, which helps close the participant-vs.- researcher gap. Where co-mods by mission only ‘poke’ discussions on topic level, co-mods by role go one step further. They take over a whole forum (e.g. social corner) and collaborate with the members on a structural level, resulting in closer P2P relations and increasing the social glue of the community. Overall, co-moderatorship is perceived to be very rewarding both for the co-moderator and the other participants. Our experience with co- moderators already shows there are more opportunities for collaborating with participants as In a brand new study with Campbell‟s, we observed co-researchers. In the past year, we‟ve done several studies to further explore the potential of co- that working with co-moderators increases the researchers in the analysis stage. general engagement of the MROC. The conversation can be even more open as it is peer-to- peer, speaking the same language. Also the findings “How interesting that you used a couple of the other members to help you and ask us are summarized from a consumer point of view, not questions too. It’s a great idea, they know that of a researcher‟s, thus bringing another mind and where we’re coming from, and understand what a different perspective into the analysis process. Using we are talking about so it’s easier to talk to them” co-moderators also reaffirms to all participants that the (A „Come Dine With Me, Australia‟ MROC MROC is about listening, sharing and collaborating participant talking about a co-moderator) together. (Luke et al, 2012)
  • 11. Participating in crowd interpretation Next to moderation, participants can also add value when they are involved during the analysis phase, also referred to as „crowd interpretation‟. The rationale behind crowd interpretation is that analysis of data is biased by a researcher gaze. To get all potential interpretations and insights hidden in the data, we should to include multiple perspectives.
  • 12. Recently, we conducted an insightment community in cooperation with Air France-KLM where we wanted to detect new needs of transfer passengers. After an observational stage where each transfer passenger reported about their Interpreting journey, we invited the community members to interpret each other‟s contributions. Previous research (Verhaeghe et all, 2011) taught us that community data consumers who are knowledgeable about the topic are most suitable for interpreting research results. The crowd interpretation was done in a game. In the first round, members gave their interpretation of the input of their peers. In the second round, the original contributor could rate the analysis. For each correct analysis, one received points. Consumers who were best at the analysis (highest number of points) won the game and got a special reward. When comparing the results of the researcher group with those of the participants, we can conclude that involving co-researchers leads to up to 21% of new insights, which would otherwise not have been reached. In other words: involving community participants in the analysis stage brings new insights to the table and helps researchers to close the gaps. Crowd interpretation of Gen Y community data .
  • 13. Dry-running your presentation for consumers Another way to involve participants in the tasks of the researcher is by asking them to fine-tune your conclusions, almost like a dry-run for the community participants instead of the company. This technique was used in a recent study we did for Philips.
  • 14. Last year, we set up a 3-week insight shaping community with 50 Chinese consumers, together with Philips. Normally, we would work with a native moderator. Due to time constraints, we had to work with a non-native moderator and the Fine-tune researcher’s community was run in English, while the fear existed we would lose out in terms of the fine nuances in Chinese culture and society. To avoid this caveat conclusions and increase positive feedback loops for enriched information generation, we used 10 of our participants as our co-researchers in a process of crowd interpretation. After our analysis of the community outtakes, these participants were presented our findings and were asked to challenge them. In performing the task of crowd interpretation, these participants were asked to explain our findings from the Chinese cultural perspective, illustrate our findings with their own personal examples as well as go beyond our first impressions. Working with co-researchers created truly unique insights that were key for Philips to find the right positioning in the Chinese market. We, as researchers and Philips‟ “Sleep Well” community with Chinese consumers marketers, would never have uncovered these insights from an online distance (Schillewaert et al, 2012). .
  • 15. A new milestone in the researcher-participant relationship Based on these 3 case studies, we have truly experienced the added value of co-researchers in communities, learned how and when to appeal to them and developed a future outlook.
  • 16. 1 Co-researchers help you close cultural, contextual and knowledge gaps First of all co-researchers help you overcome a knowledge barrier. Community participants all share a strong interest in a brand or topic. The more niche the theme will be, the bigger the knowledge gap and the harder it will be to moderate specific discussions and draw the right conclusions. Secondly, co-researchers can help you close a contextual blind spot. For example, we also conducted crowd interpretation for a GenY community in cooperation with MTV. The researchers involved in this GenY community were not all GenY members. Using crowd interpretation with like-minded peers of the participants generating the data helped us to overcome this generation gap. Finally, the last case shows that co-researchers are crucial to overcome the cultural barrier. These co-researchers know their culture and go beyond the researcher‟s first impressions.
  • 17. 2 Co-researchers are the ultimate level of community engagement Another key learning of working with co-researchers is that it’s not for everybody. It‟s an extra challenge that participants need to be interested in and perceive as an exclusive reward. Therefore, we consider co-researchers as the ultimate level of method engagement, rewarding selected members to become an official co-owner of the community. 5 levels of creating gradual engagement in Online Customer Communities
  • 18. 3 Co-researchers are the future of our profession Participants are no longer used for exploitation for our research needs and have become our partners with whom we collaborate. When we put community participants into a different context such as a co-researcher, it does not replace the researcher. On the contrary, actually. It proves that we are building a long-lasting relationship with our participants; it‟s a synergy. And sharing the responsibility for the community with participants reaffirms this new relationship. We believe this is the next step in collaborating with community participants and is the way forward for our profession as market researchers.
  • 20. Luke, M., Cappuccio, R., De Ruyck, T., Willems, A., & Grant, R. 2012. Come Dine With Me, Australia. Proceedings for AMSRS Conference 2012. De Ruyck, T. & Veris, E., 2011. Play, interpret together, play again and create a win-win-win, Schillewaert, N., De Ruyck, T., Troch, T. & Wijngaarden, J. van, 2012. When information is hard to get creating positive feedback loops through engagement in online research communities, http://www.greenbookblog.org/2012/07/02/when-information-is-hard-to-get-creating-positive- feedback-loops-through-engagement-in-online-research-communities/ Verhaeghe, A., Schillewaert, N., Van den Bergh, J., Ilustre, G. & Claes, P., 2011. Crowd interpretation. Are participants the researchers of the future? Proceedings for Esomar congress 2011. Verhaeghe, A., Hageman, C., Troch, T. & De Ruyck, T. (2012). Doing more with less. Proceedings for Esomar qualitative congress 2012.
  • 21. The research team Anouk Willems Tom De Ruyck +31 10 742 10 35 +32 9 269 14 07 anouk@insites-consulting.com tom@insites-consulting.com @AnoukW1 @tomderuyck http://www.linkedin.com/pub/anouk- http://www.linkedin.com/in/tomderuyck willems/3/490/974 Annelies Verhaeghe Thomas Troch +32 9 269 1406 +32 9 269 12 26 annelies@insites-consulting.com thomas@insites-consulting.com @annaliezze @thomastroch http://be.linkedin.com/in/anneliesverhaeghe http://www.linkedin.com/in/thomastroch
  • 22. Want to know more about research communities? Tom De Ruyck Head of Research Communities +32 9 269 14 07 tom@insites-consulting.com