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Qualitative 360 Europe
April 17-18, 2013 Berlin
Presentation by:
Barry Jennings, Global Insights Director: Dell
Paul Janowitz, CEO: icanmakeitbetter.com

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• Questions for you:
– Why are you at this session?
– What do you hope to learn?
– Current experience with communities, social, MROC…buzz words this and
that?
• Current state of market research
• Where we need to go
• Dell – Case Study
• What we built – icanmakeitbetter.com
• How it is used
• What we learned
– Mistakes…that hopefully lead to best practices
• Discussion (of course ask questions along the way!)
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Agenda

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• Barry:
– Global Insights Director, Dell Business
– Job: VOC – Data – Action – Executives
– Qual and Qaunt – valid results are what matter – job is to turn those into BI
– Uses a bunch of research vendors, has select partners
• Paul:
– Founder icanmakeitbetter.com and Sentient Services
– Gallup, Doxus, Agency
– Qual and Qaunt – valid results are what matter – job is to deliver these –
faster, cheaper, AND better
– Loves research, but research is changing
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About Us

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The big idea: Is social killing market research?
The rise of social tools does not mean the end of market research but a transformation in the way
companies implement it and drive business outcomes from it.
The problem: The game is changing and so are the questions.
So, how do we as market researchers maintain our seat at the table?
The solution: Social tools as complementary assets to traditional methodologies.
How can we leverage the movement toward social/engagement to reduce turn times, decrease
cost and increase quality?
The discussion: Dell, mistakes, insights and next steps.
What did we learn building a solution from the ground up? We are (were) a market researcher
company, not a software firm…but we are now.
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10,000 Foot View

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POV
current state of market research

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Current State
M
a
r
k
e
t
i
n
g
P
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o
d
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c
t
C
R
M
O
p
e
r
a
t
i
o
n
s
R
e
s
e
a
r
c
h

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• At innovating as researchers (traditional
recruiting in new wrappers, new segmentation
strategies each quarter, bad questions posing
as data…)
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We Have Not Been Good…

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Most Research is…
Retroactive

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Up Next
where we need to go

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• No more silos
• Research buyers want to know:
– What do we develop
– How to increase engagement
– How to improve marketing
– Validation
– NOW
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A Seat At The Table

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• “People don’t want to buy a quarter-inch drill.
They want a quarter-inch hole.” (Theodore
Levitt)
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We need to deliver OUTCOMES
Image: Amazon

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• “The aim of marketing is to know and understand
the customer so well the product or service fits him
and sells itself.” (Peter Drucker)
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The Purpose of Marketing
• To know and understand the customer
– It’s a relationship (like a marriage)
– The first step, last step, every step in a good
marriage…
The Purposes of Market RESEARCH

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Market Research = Marriage = …
Listening

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• Focus, focus, focus
• It only takes a tiny bit
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New World = New Rules
80/20/1%

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• Fire starters: the law of averages or fast, real
insights?
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Fire Starter
NOVA
$ vs. %

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Dell – A Partner
Barry, this is my life

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• What
– Corporate researchers are constantly directed to bring MORE insight,
MORE often, with NEW methods and LESS money and time
• So What
– To thrive in the “new normal” had to evolve from being a rock star
researcher to a consultative insights guru
• Create time
• Leverage hindsight, insight, foresight to drive the business
• Drive research role in the social business
• Now What
– Adding new social tools to allow us to get broader perspective on what
we know, and get dynamic learning on what we should be focused on
and complements what we have always done
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Barry

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OR
Cheap
(Pick Only 2)
AND
Cheap
(All Three All the Time)
THEN NOW

21. Then A Funny Thing Happened
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“Engaging in honest, direct conversations with customers and stakeholders is a part of who we are,
who we’ve always been.
The social web amplifies our opportunity to listen and learn and invest ourselves in two-way
dialogue, enabling us to become a better company with more to offer the people who depend on
us.”
-Michael Dell

22. Listen…
…to Be A Better Business,
across the Business
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From 4,000 posts/day to 26,000 posts/day

23. First company to
hit $1M a day in
online revenue
One of the first companies to
launch online support
First to sell complex configurable
items
Leader in online frictionless
commerce from order to delivery
Dell’s Direct & Online Heritage: Critical Enabler
One of the first
to launch online discussion
forums
Early adopter of social media
Direct relationships are the basis of our business

24. Insights MUST Help Drive the Social Business
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Develop a platform enabling us to create, share, and act upon
conversations to drive innovation, engage customers, and
conduct market research.

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Corporate researchers must bring:
MORE insight
MORE often
with NEW methods
and LESS money.
Is that all???
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The Art of More

26. And you have to listen everywhere to get
the full picture…
…on premise
…off premise
…and in private
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27. Private: Leveraging Private Communities to Create
Conversations and Insight
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Data + Conversations = BI
Architected and overseen by research, driven and managed by the business.

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What We Built
icanmakeitbetter.com, but not a
sales pitch

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Overview
Create instant, online feedback
communities.
• Engage customers, employees,
and partners to innovate
cheaper, bring new products
to market faster, conduct
market research, and make
better decisions - today.
• Surveys, online focus groups,
idea box and community
management in a simple,
single platform.

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On-Demand Insights

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Integration of Asking and Listening

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Where People Come From

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Use Case
Dell case study

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• Spending lots of money, but needing more ROI
• Getting the same people over and over
• Timelines shorter
• Global more important
• Innovation and action from insights key
• Engagement is the word
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Dell

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Elegant, Intuitive and Powerful
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All In One Place
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• How do customers want to be classified?
• Michael Dell wants to know, this weekend!
• Launch on a Friday – results on Monday.
• Executives happy!
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Real Results

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Faster

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Cheaper

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Better – Way Better

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Key Learnings
in simple terms, how we
screwed up

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• Time – it still takes it
• People – software only as good as people
• Focus – just because you can is not a why
• Culture – has to be part of it
• Process – you have to have one
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Key Learnings

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• Are you sure you want IDEAS?
• Becoming a research SWEATSHOP.
• Avoiding new tech with SAME problems.
• Everybody loves MONEY…and will sign up.
• Creating ENGAGEMENT – Workbench.
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Stuff to keep in mind
(where we messed up)

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• Identify the following in your organization or a
client organization:
– Research roadmap stakeholder (ensuring
community not overused).
– Evangelist – who will tell about the results and
ensure company support?
• Recruiting (who/how?) – should be easy (FB,
Twitter), but it’s not! Why?
• Process and Templates (I have some for you).
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A Few Key Steps

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Appendix
examples, documents

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Discussion
let’s talk

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Paul Janowitz: paul@icanmakeitbetter.com
Barry Jennings: barry_jennings@dell.com
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Thank You

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Home Page
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Simple Fast
Idea Posting
Social
Integration
Customize
Branding
and Images
Easy Quick
Community
View

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Ideas Main Page
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Easily
Feature
Content
Vote
Follow
Share
Comment
Idea Forums
Surveys
Focus Groups
Hot Ideas
Social
Leaderboard

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Surveys
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Create
Powerful,
Easy Surveys
Include Images
Skip Logic
Matrix
Ranking
Open Text
Date/Time
and More
Seamless,
Integrated Survey
Invitations (Upload
Email List, too),
Facebook, Widget)

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Focus Groups
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Ask Answer and Discuss
Threaded Comments,
Images, Votes

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Research Recruiting Made Simple
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Recruit by
User Profiles
Recruit by Site Activity
(Votes/Comments/Ideas)

53. Trending
Community
Feedback
See Survey Activity, Select A Survey To
See Interactive Charts
Single View For All
Your Surveys
Highlight Feed For
All New Focus
Group Activity
Integrated Dashboard

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Results
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Interactive Reportal
PDF Exports
and More
Integrate
Online
Qualitative and
Quantitative
Questions For
Rich, Impactful
Insights

55. Interactive Data
Visualization
Switch Chart Types With One-Click
Interactive Reportal

56. Multiple, Beautiful
and Interactive
Charts Can Be
Exported
Quickly edit Data To Change Chart
Content (here removed “rarely” and
“don’t know” from chart – just click
on the options)
Interactive Reportal