Ray poynter communities - 2013 -where next

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Where next for insight, research, and communities?

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Ray poynter communities - 2013 -where next

  1. 1. A  Presenta*on  from  the  NewMR   Communi*es  Event   15  February  2013   All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material   For  more  informa:on  about  NewMR  events  visit  h?p://newmr.org   For  more  informa:on  about  dub  visit  h?p://dubstudios.com   Event  Sponsor   Where  next  for  insight,  research,  and  communi:es?   Ray  Poynter   Vision  Cri:cal  University  
  2. 2. Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013 Where  next  for  insight,   research,  and  communi*es?   Ray  Poynter   Director,  Vision  Cri:cal  University   Author,  The  Handbook  of  Online  and  Social  Media  Research  
  3. 3. Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013 Polling  the  Viewers   Do  you  work  in  an  organisa:on  that  has  used,  as  supplier   or  customer,  a  research  community  in  the  last  12   months?     1.  Yes   2.  No,  but  plan  to  in  the  near  future   3.  No,  and  no  plans   4.  Don’t  know  /  NA  
  4. 4. Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013 GRIT   Winter   2013  
  5. 5. Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013 GRIT  Winter  2013  
  6. 6. Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013 Insight  Communi*es  
  7. 7. Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013 Insight  Communi*es   2012,  about  3%  of  global  research  spend   2018  predic:ons,  15%  -­‐  25%   ~50%  of  researchers  involved  in  following  new   MR  are  in  companies  that  offer  communi:es   ~20%  of  the  number  of  companies  who  can  offer   large  online  projects  offer  communi:es   –  Consistent  by  country  and  region   10%  -­‐  25%  of  major  brands  have  a  community   Thousands  of  insight  communi:es  out  there   Sources  include:  GRIT,  ESOMAR,  Research-­‐Live  &  NewMR  study,  more  detail  in  APAC  paper  
  8. 8. Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013   MROC   Qual         Re-­‐purposed  and/or   home  brewed   soQware     Focus  was  on  the  look   &  feel,  few  tools  for   the  researcher   Historical  View  of  Communi*es   <30                                                                                                                                                                                                                                                                              50,000+   Days                                                                                                                                                        Years                                         Community  Panel     More  quant  than  qual   Strong  panel   management  
  9. 9. Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013 Insight  Communi*es  -­‐  PlaYorms   ü Range  of  placorms  evolving   ü More  tools  for  the  researcher   ü More  qual  in  the  big  placorms   ü More  integra:on  between  placorms   – e.g.  using  Kiosk,  Revela:on,  Ethos,  VisionsLive,  Dub,   2020  with  subsets  of  large  communi:es   ü More  integra:on  with  other  systems   – Tracking  tools,  social  media,  big  data  
  10. 10. Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013 Rela*onship   Qual   ♥   PlaYorm  Agnos*c  Communi*es   <30                                                                                                                                                                                                                                                                              50,000+   Days                                                                                                                                                        Years                                         Rela*onship   Qual  &  Quant   ♥   Tac*cal   Qual   $   Tac*cal   Qual  &  Quant   $   Insight  Communi*es    
  11. 11. Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013 Trends  in  Research  
  12. 12. Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013 12 Hearts  and  Minds   What  they  feel  and  think,  &  why   Social   What  they  say   Behavioural   What  they  do   Transac:onal   What  they  buy   Track   Observe   Listen   Engage   The HEART of customer obsession
  13. 13. Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013 Big   Data   Social   Media   Outer  level  of  community   (Customer  Experience  Management,  direct   marke:ng,  ad  hoc  research)   Intensive  Community   100K  –  500K   MROCs   Focus   Groups   Surveys   Co-­‐crea*on  &   Ethnography   An  integrated  Future  
  14. 14. Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013 Four  Challenges  for  Insight   Communi*es     1.  Poisoning  the  well   – Poor  analysis   – Poor  surveys   – Abusing  members   2.  Fiing  into  the  client’s  wider  business   3.  Integra:on  with  other  data  sources   4.  Being  an  open  placorm  
  15. 15. Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013 Q  &  A   Ray  Poynter   Vision  Cri:cal  University   Stephen  Cribbe?   Dub  

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