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Always-on research in
               BRIC countries
Tom De Ruyck, Head of Research Communities, InSites Consulting
                 @tomderuyck #mroc
It is time to re-invent
                       marketing (research).
                       Because power has shifted
                       to the consumer.
© InSites Consulting
[client
                                                                                         logo]




                       Get consumers in the ‘boardroom’ of your organisation.
© InSites Consulting




                                                             InSites Consulting beliefs - © 2010   3
FMCG I Unilever                              FMCG I Kraft                             FMCG I Danone




                                         FMCG I Heinz                               Media I MSN                               Media I VMMa




                                                         Financial services I ING            Telco & technology I Vodafone




                       Communities at the core of new generation research.
© InSites Consulting




                       Always-on research with consumers acting as part-time marketers.
© InSites Consulting




                       Is a 24/7 connection possible?
(1)50
                                  30
                       WHO? Dunbar’s number: 150 members is the maximum number enabling
                       social interactions on a community.
© InSites Consulting
[client
                                                                                                   logo]
                              i•den•ti•fi•ca•tion
                              [ahy-den-tuh-fi-key-shuhn,]
                              noun
                              The convergence of brand's values with
                              that of the person, and the degree to
                              which the brand is regarded as having
                              personal relevance.

                              Typically represented by concentric
                              circles moving closer.
                                              You           Brand




                       WHO? What is connecting community members?
                       Importance of brand and/or topic involvement.
© InSites Consulting




                                                                       InSites Consulting beliefs - © 2010   7
[client
                                                                                                              logo]




                       WHAT? Commitment from community members.
                       Meet & greet, taking them on a guided tour, giving back.
© InSites Consulting




                                                                                  InSites Consulting beliefs - © 2010   8
[client
                                                                                                                logo]




                       WHAT? Empower them.
                       Let them have their say. Enable them to share enriched content & social content.
© InSites Consulting




                                                                             InSites Consulting’s Research Communities    9
[client
                                                                                                                  logo]




                       WHAT? Entertain them.
                       Try to make it more fun for them: projective/creative techniques, video, ...
© InSites Consulting




                                                                               InSites Consulting’s Research Communities   10
[client
                                                                                                             logo]




                       WHAT? Let them play.
                       Gamify your research and be amazed by the boost in reactions!
© InSites Consulting




                                                                                 InSites Consulting beliefs - © 2010   11
Teams battle to earn badges
            “We are lagging behind!
     I am sure with a gobby lass like me we can
              head back to the top!!! “



                                              “When I got my expert badge I bragged
                                              to my kids and said 'there see I told you I
                                                 was an expert' lol its not often we get
                                               called such things so why shouldn't we be
                                                        pleased with ourselves”




Wow first place thats great and I would
say a very big thank you to The Duchess and
  Hettie who have placed some great posts.
We like to be challenged




Didn’t you ever try to beat the system?
The journey to the other side
                                DEPRIVATION                           ACTIVATION
                       What happens on a psychological and    What happens on psychological and
                            physical level when 25 heavy       physical level with 25 participants
                       fruit/smoothies eaters don’t consume   who don’t often eat fruit/smoothies,
                              their regular amount of            when they start eating more?
                                  fruit/smoothies?
© InSites Consulting




                                                                         Taking Connected Research Forward   14
“Be the best in analyzing each other’s consumer behavior”

Easy & FUN!
20% unique insights coming from the crowd
[client
                                                                                                       logo]




                                                 The story   Equilibrium




                       HOW? Creating an experience is hard work.
                       Creating the right mix.
© InSites Consulting




                                                                           InSites Consulting beliefs - © 2010   16
Conducting MROCs in BRIC countries?
HOW? Conducting MROCs in BRIC countries.
Limitations in terms of target groups: young, urban, higher educated, higher income.
Managing expectations

                                          Moderation
                                                       Rewarding

                                                                   Gamification

                                                                              Brand involvement




HOW? Conducting MROCs in BRIC countries.
Same ingredients, slighly different recipe.
HOW? Conducting MROCs in BRIC countries.
Native moderation is key: local-to-local principle.
They become co-researchers
© InSites Consulting
Impactful & engaging debriefs?
23
© InSites Consulting




                       Creating positive disruption
[client
                       Making research used                       logo]
© InSites Consulting




                                      InSites Consulting beliefs - © 2010   24
[client
                                                                         logo]




                       Create engaging experiences that
                        inspire and are worth sharing



                               @tomderuyck
© InSites Consulting




                                             InSites Consulting beliefs - © 2010   25

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Conducting Research Communities in BRIC

  • 1. Always-on research in BRIC countries Tom De Ruyck, Head of Research Communities, InSites Consulting @tomderuyck #mroc
  • 2. It is time to re-invent marketing (research). Because power has shifted to the consumer. © InSites Consulting
  • 3. [client logo] Get consumers in the ‘boardroom’ of your organisation. © InSites Consulting InSites Consulting beliefs - © 2010 3
  • 4. FMCG I Unilever FMCG I Kraft FMCG I Danone FMCG I Heinz Media I MSN Media I VMMa Financial services I ING Telco & technology I Vodafone Communities at the core of new generation research. © InSites Consulting Always-on research with consumers acting as part-time marketers.
  • 5. © InSites Consulting Is a 24/7 connection possible?
  • 6. (1)50 30 WHO? Dunbar’s number: 150 members is the maximum number enabling social interactions on a community. © InSites Consulting
  • 7. [client logo] i•den•ti•fi•ca•tion [ahy-den-tuh-fi-key-shuhn,] noun The convergence of brand's values with that of the person, and the degree to which the brand is regarded as having personal relevance. Typically represented by concentric circles moving closer. You Brand WHO? What is connecting community members? Importance of brand and/or topic involvement. © InSites Consulting InSites Consulting beliefs - © 2010 7
  • 8. [client logo] WHAT? Commitment from community members. Meet & greet, taking them on a guided tour, giving back. © InSites Consulting InSites Consulting beliefs - © 2010 8
  • 9. [client logo] WHAT? Empower them. Let them have their say. Enable them to share enriched content & social content. © InSites Consulting InSites Consulting’s Research Communities 9
  • 10. [client logo] WHAT? Entertain them. Try to make it more fun for them: projective/creative techniques, video, ... © InSites Consulting InSites Consulting’s Research Communities 10
  • 11. [client logo] WHAT? Let them play. Gamify your research and be amazed by the boost in reactions! © InSites Consulting InSites Consulting beliefs - © 2010 11
  • 12. Teams battle to earn badges “We are lagging behind! I am sure with a gobby lass like me we can head back to the top!!! “ “When I got my expert badge I bragged to my kids and said 'there see I told you I was an expert' lol its not often we get called such things so why shouldn't we be pleased with ourselves” Wow first place thats great and I would say a very big thank you to The Duchess and Hettie who have placed some great posts.
  • 13. We like to be challenged Didn’t you ever try to beat the system?
  • 14. The journey to the other side DEPRIVATION ACTIVATION What happens on a psychological and What happens on psychological and physical level when 25 heavy physical level with 25 participants fruit/smoothies eaters don’t consume who don’t often eat fruit/smoothies, their regular amount of when they start eating more? fruit/smoothies? © InSites Consulting Taking Connected Research Forward 14
  • 15. “Be the best in analyzing each other’s consumer behavior” Easy & FUN! 20% unique insights coming from the crowd
  • 16. [client logo] The story Equilibrium HOW? Creating an experience is hard work. Creating the right mix. © InSites Consulting InSites Consulting beliefs - © 2010 16
  • 17. Conducting MROCs in BRIC countries?
  • 18. HOW? Conducting MROCs in BRIC countries. Limitations in terms of target groups: young, urban, higher educated, higher income.
  • 19. Managing expectations Moderation Rewarding Gamification Brand involvement HOW? Conducting MROCs in BRIC countries. Same ingredients, slighly different recipe.
  • 20. HOW? Conducting MROCs in BRIC countries. Native moderation is key: local-to-local principle.
  • 21. They become co-researchers © InSites Consulting
  • 22. Impactful & engaging debriefs?
  • 23. 23 © InSites Consulting Creating positive disruption
  • 24. [client Making research used logo] © InSites Consulting InSites Consulting beliefs - © 2010 24
  • 25. [client logo] Create engaging experiences that inspire and are worth sharing @tomderuyck © InSites Consulting InSites Consulting beliefs - © 2010 25

Notas do Editor

  1. This section wants to provide background for the rest of the story.We need to change marketing thinking as a result of the fact that the consumer has gained more power versus the marketer.
  2. One dimension of being connected is the connection between marketers and consumers.The Meet the Joneses results reveal that while most marketers think they are pretty connected to consumers, they perform relatively bad on the test. All results of the Meet the Joneses test can be downloaded here: include link to Slideshare presentation on Meet the Joneses.This slide deals with everything we do within the business unit “Exploration and insight generation”, with a strong focus on observational research (ethnography, social media netnography, ...).Next to that, we have a very good understanding of how generation Y thinks and acts via all knowledge we have available on them and included in Joeri’s book. Also the TalktoChange research community allows us to be connected to consumers in more than 35 countries across the globe.
  3. Over the last years we have built quiet some experience in running communities and how to manage them for the best insights, in cooperation with the university of Maastricht. Having experienced everything we have come to decide to run either short 3 wk communities or LT 3 mo communities. Compare it to a fair: it is there for 3 weeks, has to be fun and after 3 weeks it is gone.Running a theme parc is different however. For a parc one needs to have recurring programme, but also has it’s seasonality (unless your Disney) – is sometimes closed, so you need stops. Go from strategic to tactic depending on your marketing needs. Longer is also not economical for end clients as they also need to digest the information (unless you have a research agenda that is so continuous it is not worth stopping and going).There is also a lot of debate about sample sizes. Through experimentation we have come up with calculation that sample size of 50 – 150 are sufficient. Based on - Community length Participation rate (mensen doen dit on waves) drop outAnother key learning tied to this is that 30 responses per thread is sufficient and best for the small eco system which communites are. And actually want to share the research we have done in this regard.
  4. Consumers identifying with your brand are the ones talking positively about it, ultimately having an impact on brand equity.Results from our brand leverage study conducted in 15 countries in cooperation with Houston University can be accessed here: include results.
  5. A peer Trust Inspirational Collaborative Behind the scenes Connecting
  6. Fast processing – focus onlearning moves, tricksfor survivalSothismightbe the stereotype we have from a gamer…
  7. Online game played by Heinz marketers & research participants
  8. A peer Trust Inspirational Collaborative Behind the scenes Connecting