Always-on research workshop, presented by Thomas Troch & Tom De Ruyck at Febelmar workshop in Brussels on October 1, 2013.

1. Always-on research:
Managing online communities
Training
Thomas Troch, Research Innovation Manager
E thomas@insites-consulting.com
Tom De Ruyck, Head of Consumer Consulting Boards
E tom@insites-consulting.com
By

2. Contents
INTRODUCTION
THE CONSUMER CONSULTING BOARD
HOW TO GET STARTED?
DESIGN YOUR COMMUNITY
LEVERAGE YOUR COMMUNITY
Q&A
Lunch
10:00
10:30
11:30
13:30
12:30
15:30
16:30

4. WIKI WALL
MROCs

5. Contents
INTRODUCTION
THE CONSUMER CONSULTING BOARD
HOW TO GET STARTED?
DESIGN YOUR COMMUNITY
LEVERAGE YOUR COMMUNITY
Q&A
Lunch
10:00
10:30
11:30
13:30
12:30
15:30
16:30

24. Contents
INTRODUCTION
THE CONSUMER CONSULTING BOARD
HOW TO GET STARTED?
DESIGN YOUR COMMUNITY
LEVERAGE YOUR COMMUNITY
Q&A
Lunch
10:00
10:30
11:30
13:30
12:30
15:30
16:30

25. #1: Collaboration and co-creation
are trends; in 3 years, these will
blow over.
Statement:

26. Structural collaboration & business objectives
How to use MROCs to meet business objectives?
1

27. Usage of structural collaboration with consumers
In which phases would you use collaboration with consumers to meet business objectives?
1
? ?
?
?

28. Usage of structural collaboration with consumers
In which phases would you use collaboration with consumers to meet business objectives?
1

29. #2: Collaboration is more
important for the company than
for the consumer
Statement:

30. Outline
Research objective & approach
Meet the UK mums
Moments & Needs:
A week in the life of a UK mum
Opportunities
MROCs Challenges & Opportunities
What are the challenges and opportunities to sell this internally and externally
Opportunities
(Drivers, advantages.)
Company
(impact on the company)
Consumer
(impact on consumers)
Challenges
(fears, barriers, disadvantages.)
2
? ?
? ?

31. Outline
Research objective & approach
Meet the UK mums
Moments & Needs:
A week in the life of a UK mum
Opportunities
Structural collaboration with consumers
What are the challenges and opportunities to collaborate & co-create with consumers?
Opportunities
(Drivers, advantages.)
Company
(impact on the company)
Consumer
(impact on consumers)
Challenges
(fears, barriers, disadvantages.)
2
Kill own ideas
Are we open-minded?
Loads of unstructured info
Unsure results
Resistance for new initiatives
Heavy workload
Good ideas, not executed
No ‘salary’ for ideas
Other ways to get famous
with my ideas
Positive WOM
Brand positive efforts
Cost-efficient
Consumer relevant ideas
Helping others
Recognition from the company
Skill development
Information seeking
Fun
Personal need
Unsolicited feedback

32. Outline
Research objective & approach
Meet the UK mums
Moments & Needs:
A week in the life of a UK mum
Opportunities
Structural collaboration with consumers
What are the challenges and opportunities to collaborate & co-create with consumers?
Opportunities
(Drivers, advantages.)
Company
(impact on the company)
Consumer
(impact on consumers)
Challenges
(fears, barriers, disadvantages.)
2
Kill own ideas
Are we open-minded?
Loads of unstructured info
Unsure results
Resistance for new initiatives
Heavy workload
Good ideas, not executed
No ‘salary’ for ideas
Other ways to get famous with my ideas
Gather ideas from all stakeholders & position it well
Start with a pilot that is adapted to the culture
Visualize the data in KIS & FUN way
Reporting models formulated in advance
Share results & ROI examples of MROCs
Balance tasks & exercises
Manage expectations from the start
Giving recognition& status (e.g. PR mentions)
Making things better together is more important
than individual prestige

34. Insighting Developing
Optimizing Implementing
Business
Objectives

39. Contents
INTRODUCTION
THE CONSUMER CONSULTING BOARD
HOW TO GET STARTED?
DESIGN YOUR COMMUNITY
LEVERAGE YOUR COMMUNITY
Q&A
Lunch
10:00
10:30
11:30
13:30
12:30
15:30
16:30

40. Contents
INTRODUCTION
THE CONSUMER CONSULTING BOARD
HOW TO GET STARTED?
DESIGN YOUR COMMUNITY
LEVERAGE YOUR COMMUNITY
Q&A
Lunch
10:00
10:30
11:30
13:30
12:30
15:30
16:30

55. Inspired by trendy clubgoers

56. A matching way of reporting

57. ... for maximal impact

60. Queuing in front of the club is
always so boring! It should be
possible to already have a first
glimpse of the vibes, it will make it
worth waiting and build up my
excitement.

61. The origami element at the entrance links the outside to
the inside of the club and hints at the interior design.

62. It is so frustrating not to be
noticed by the bartender! I’m
clearly trying to get his attention,
however others are being served
before me.

63. The bar is interactive and allows you to order a beer,
it even keeps track of who is next in line.

64. I’m at the bar for different
reasons; sometimes just to quickly
get a drink, but I may also be
catching up with my friends or
having a chat with an interesting
stranger.

65. The interactive bar surface entertains and connects
people in playful ways.

66. #3: The role of the research
community manager: DJ, bartender or
bouncer
Statement:

67. Design the community
How will your community be setup?
3
1/ Who
3/ Questions &
tasks
2/ What
3/ What are your questions & tasks for the
consumers?
• ..
• ..
2/ What’s the main goal of your community?
• ..
• ..
1/ Who will you select (profile, number)?
• ..
• ..

68. 1/ Who
3/ Questions &
tasks
2/ What
Design the community
How will your community be setup?
3
CASE
HEINEKEN
3/ For example:
• Trend watching: What’s the biggest difference
between clubbing in 2012 and in 2020?
• Club journey: Create a visual presentation
of an evening clubbing, from start to end. Be a
mystery clubber: Make photo’s of your
clubbing adventure and take pictures of cool
stuff and things you find boring.
• Nightlife experience: Imagine your perfect
night-out….how will it look like? Who is there?
Where are you? What are you doing?
2/ Explore the needs, perceptions, experiences and
motivations related to clubbing in trendy cities. The
output will form the inspiration to the designers of the
club of the future.
1/ Passionate clubbers, living in trendy cities, design-
savvy, like to voice their opinions,
80 in total

69. What the
ingredients
are…
Engagement
Themes
Gamification
Context
Methods
CCB Day
Conversation
Guide Writing
Funnel approach for themes
Explore, review, co-create

70. What the
ingredients
are…
Engagement
Themes
Gamification
Context
Methods
CCB Day
Conversation
Guide Writing
Sharing tips & tricks
To boost learning
Show the impact on brand
Reward with incentives
& give recognition

71. What the
ingredients
are…
Engagement
Themes
Gamification
Context
Methods
CCB Day
Conversation
Guide Writing
Co-researchers

72. What the
ingredients
are…
Engagement
Themes
Gamification
Context
Methods
CCB Day
Conversation
Guide Writing

73. What the
ingredients
are…
Engagement
Themes
Gamification
Context
Methods
CCB Day
Conversation
Guide Writing

74. Engagement
Impact Incentives Fun
Themes
Week 1
Week 2
Week 3
Let’s cook!
The framework shows all ingredients of the CCB recipe today. It’s
up to the chef to create a delicious meal....
Rooms
Gamification
Think Harder Think Different
Co-researchers
CCB Day
Conversation
Guide Writing

75. Engagement
Themes
The …………………………..
Consumer Consulting Board
Gamification
Context
Methods

77. CHOOSING YOUR
Pilot Project

80. Conversations from external stakeholders
Conversationsfrominternalstakeholders Proud
company
Conversation
company
Boring
company
Adored
company
Communication is key!

81. #4: Collaboration is not about the
outcome. The process is more
valuable.
Statement:

82. Contents
INTRODUCTION
THE CONSUMER CONSULTING BOARD
HOW TO GET STARTED?
DESIGN YOUR COMMUNITY
LEVERAGE YOUR COMMUNITY
Q&A
Lunch
10:00
10:30
11:30
13:30
12:30
15:30
16:30

83. Internal

84. Internal

85. Internal

86. Internal

88. External

89. How to make MROC results impactful: internal & external
How can your community results be used internal and external to create most impact?
4
? ?
? ?
How
Withinthe
company
Outsidethe
company
Who

90. How to make MROC results impactful: internal & external
How can your community results be used internal and external to create most impact?
4
How
Withinthe
company
Outsidethe
company
Who
Adversaries
Brand fans & users
General & niche/trade press PR
Conversation management
Consumers
Consumer news (online & offline)
Brand Management
Workshops & reports
Playing games about consumers
Board
R&D & Research
All employees
Video’s & info graphics
New & social media

96. It’s an EVOLUTION,
not a REVOLUTION!

97. Sharing
IS caring

100. Contents
INTRODUCTION
THE CONSUMER CONSULTING BOARD
HOW TO GET STARTED?
DESIGN YOUR COMMUNITY
LEVERAGE YOUR COMMUNITY
Q&A
Lunch
10:00
10:30
11:30
13:30
12:30
15:30
16:30

101. Tom De Ruyck
Head of Consumer Consulting Boards
InSites Consulting
Thomas Troch
Research Innovation Manager
InSites Consulting
thomas@insites-consulting.com
@thomastroch
be.linkedin.com/in/thomastroch
+32 494 867 081+32 497 885 882
tom@insites-consulting.com
@tomderuyck
be.linkedin.com/in/tomderuyck