The bright future of market research, MOAworkshop presented by Tom De Ruyck on Thursday September 12, 2013 in Amsterdam (NL).

2. Operational
Excellence
Customer
Intimacy
Product
Leadership
3 types of strategic focus (Tracey & Wiersema)

3. 3 types of strategic focus (Tracey & Wiersema)
Operational
Excellence
Customer
Intimacy
Product
Leadership
Provide customers with
good, standard products
at low cost
Provide customers with
high quality innovative
products
Provide customers with
personalized products
that exceed
expectations

4. 3 types of strategic focus (Tracey & Wiersema)
Operational
Excellence
Customer
Intimacy
Product
Leadership
Provide customers with
good, standard products
at low cost
Provide customers with
high quality innovative
products
Provide customers with
personalized products
that exceed
expectations

5. Consumers are at the heart of our organisations

7. Customers…
Who are they?

8. Let’s look at our customers…

9. ?
?
?
?
4 things to remember about the new customer

11. Consumers create content themselves…

12. 57%
A person from
your contact
list
14%
A company

13. Everyone is a critic/reviewer and the outcome may leverage your brand…

14. ... or damage your brand

16. ?
?
?
 Perfect information
 Consumer-generated
 Trustworthy
 Lightning fast
 Fuelled by social media

17. ?
?
?
empowered

18. Cultures were never so close

19. Stimulation junkies. On the go, but 100% connected.

20. Segmentation? Maybe contextually. Maybe.

21. ? ?
empowered
 Globally in touch
 Hyperfast learning
 Raising bar of expectations
 Segmentation = difficult

22. cosmopolitanempowered
? ?

23. What’s YOUR perfect
restaurant experience
like?

24. 83%

28. Different
Country,
Different
Story

30. Higher purchase intention for products co-created by peers. (van Dijk, 2012)

32. cosmopolitanempowered
?
 Sharing feedback
 Walking in our shoes
 Concrete business outcomes

33. smart co-creator
cosmopolitanempowered
?

34. The paradox of choice.

35. @tomderuyck

37. smart co-creator
cosmopolitanempowered
 Rational overload
 Emotional heuristics
 Herd behaviour
 Emotional sharing

38. smart co-creator
cosmopolitanempowered
emotional

39. ?
?
?
?
4 things to remember about the new customer

40. smart co-creator
cosmopolitanempowered
emotional

41. It’s the
media,
stupid!

42. What’s the impact
on companies?

51. We need to make consumers an
integral part of everything we do.
Mariken Kimmels / H.J. Heinz

52. What’s the impact
on research?

55. The battle of
the screens

56. Playing instead
of paying for
attention

59. Filling our
Blind Spots

63. Survey research in the
age of engagement?

64. 64

67. 67
When hovering over with mouse
Participant can unlock the first module “profile”

68. 68
AFTER THE FILLING OUT THE MAIN SURVEY, TOPIC ENGAGED PARTICIPANTS
CAN OPT-IN FOR THIS NEXT PART WITH ADDITIONAL INCENTIVATION.

69. 69
THEDESIGNERTOOL

70. 70
THEINSPIRATIONWALL

71. 71
THEPHOTOSTORE

72. THEPHOTOSTORE

73. 73
REVIEWWRITINGMODULE

74. 74
REVIEWWRITINGMODULE

75. 75
THEINSPIRATIONWALL

76. 76
THEINSPIRATIONWALL

77. 77
THEIDEATIONTOOL

78. 78
Meet eBay
Meet Katia
THEIDEATIONTOOL
Delivery system
Customer service
Mobile shopping
Do you have any idea on how Ebay can
optimize and improve the current delivery
system? What are you expectations? Where
does it currently go wrong? What
improvements are needed?
Do you have any idea on how Ebay can
optimize and improve the customer service
policies? What are you expectations? Where
does it currently go wrong?
Do you have any idea on how Ebay can
optimize and improve the mobile shopping
experience? What are you expectations?
Where does it currently go wrong?

79. 79
THELOUNGE

80. 80
Meet eBay
Meet Katia
THELOUNGE
Topic title
Topic title
Topic title
Topic title
Topic title
Topic title
Topic title
Topic title

81. 81
THEPHOTOSTORE

82. 82
THEPHOTOSTORE

83. 83
BEHINDTHESCENES

84. What about mobile
Market research?

85. ?
??
?
Exploring

86. Recruitment
Mobile = online + offline research

87. Should we worry?
Socio demographics Technological advancedEngagement

88. ?
?
?
1/Recruitment

89. Profile?
Impact?
Satisfaction?

90. Time to reach 400 participants?
4 hours 4 days 4 weeks
@McDonaldSimon
@Anoukw1

91. Get access to real behaviour!
New information

92. 2/ Marketing
?
?
?
1/Recruitment

93. How about mobile & MROCs?

94. 15 inch
4,3 x less engagement?
3,5 inch

95. Does mobile make community members
less engaged?

96. Yes No
Using the mobile app really
helps me staying in touch
more with the community
“ “
Does mobile make community members
less engaged?

98. 15 inch
Mobile leads to less rich data?
3,5 inch
Yes NoNo

99. Members don’t post more, but…
…more contextual & personal stuff

101. More engagement
Richer contributions

102. Going beyond the method

103. 2/ Marketing
?
?
1/Recruitment
3/ Communities

104. And... in all phases of the research!

105. 2/ Marketing
?1/Recruitment
3/ Communities 4/ Reporting

106. The rising star in
qualitative research?

109. ‘Online Communities’ become more and
more a true ‘Fusion Research’ tool that
allows for ‘triangulation’ on different
levels. Leading to more valid research
results, fresh inspiration and a deeper
understanding of the issue researched.
Frédéric Gennart / Inter IKEA Systems

110. @tomderuyck

119. Central Research Nerve System

120. What could be
the result?
IKEA CASE:
Fusion with Implicit Measurement

121. An icon of a global brand

122. 360°
evaluation

123. Before: focus groups

124. From good to great
Focus groups were only giving
a snapshot of reality
Limited time spent with
consumers and a limited portfolio
of research techniques possible
Largely determined by the quality
and experience of the moderator
Internal stakeholders do not follow
sessions that often

125. After: Research Communities

126. Triangulation
Data
Method Environmental
Theory
Investigator

127. Doing things
faster and more
cost-efficient
Gaining a higher
quality of data &
deeper insights
Doing things that
were just not
possible before
Evaluation of a method

128. 5 countries (USA, China, Poland, Italy & Germany)

129. #1
Reason to
participate
#2
Conversation
guide
#3
Role of the
moderator
#4
Gamification
Different country, different story

130. Expectations
towards the
brand & the
Catalogue?
First
impressions
& second
thoughts?
Conversion
and impact on
the brand?
Evaluation of the 2013 Catalogue
Phase 1
Who is the
reader?

132. Results
Right
direction
Improvements
to the
Catalogue
Revision of
the mobile
application

133. Phase 2
Reactivation of the communities to test
cover ideas for the 2014 Catalogue

134. Participants >
Consumer Consultants

135. Emotional/
implicit
measurement

136. Battle of
the covers

137. Results
Feedback for
creatives
Clear
direction

138. What could be
the result?
YELO CASE:
Fusion with Social Media Research

156. @tomderuyck

160. Leveraging research
results to the max!

161. Diffusing research results
should be like getting those small
Magic Boxes from McDonald’s:
blending results, stories and quotes
Carole Lamarque / Linkman

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

163. Total consumer
immersion

164. Internal

165. Internal

166. Internal

167. Internal

168. Internal

170. External

171. What about the future of
market research?

173. Smart
Cookies
academic backbone
sector expertise
marketing consulting
innovative methods
change agent
engagement & activation
Creative
Solid

176. We are never done

177. linkedin.com/in/tomderuyck
tom@insites-consulting.com
@tomderuyck
www.insites-consulting.com
Ready for a bright future?
Head of Research Communities