A slideshow about connected research by InSites Consulting

1. ‘Let’s get connected!’
Introduction Connected Research 1

2. InSites Consulting is the first to really embed ‘Web 2.0’
Top down Online QT + Offline QL
1997 Web 1.0 Research
Bottom-up A new consumer
Web 2.0 New challenges for marketeers
Conversation Cooperation New client expectations
Empowerment of the masses A new type of respondents
A world of perfect information
Connected marketplace
Consulting Customer
Solutions Focus
Attitude
Everyone is a critic now Connected Tools
2008 Quality
Old media losses We are the media Innovation QL ‘New’ Style Orientation
Disloyal Vengeful Sceptic Driven
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3. InSites Consulting is the first to really embed ‘Web 2.0’
To a new form of participation research...
Traditional Online Research Connected Research
company company
consumer consumer consumer consumer
learn from the learn from consumer
consumer! interactions!
Connected Research uses online tools to tap into social interactions between people
and allows a more equal relationship between researchers and participants.
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4. InSites Consulting is the first to really embed ‘Web 2.0’
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5. Online Desk Community
Tracking Bulletin board
Comments Online Discussion
Blogs Groups
User Coded / Tagged
Open‐ended
Brainstorm
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6. Desk Research ‘Web 2.0’ inspired
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7. Desk Research
Consumers are posting, reviewing, re-selling, discussing, sharing, and creating via “Web 2.0”
platforms
Blog tracking sites can offer you quite rich information on any topic of interest. Examples are:
www.technorati.com
www.blogpulse.com
blogsearch.google.com
www.alexa.com
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8. Web 2.0 tools in support of primary research
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9. Bulletin Boards & Communities
It's easy to understand the survival of popular traditional
techniques such as syndicated market research, simplistic
quantitative surveys, and focus groups, [yet] conventional
research methods often gather incomplete information.
McKinsey Quarterly
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10. Bulletin Boards
‘Bulletin boards’ allow for asynchronous threaded discussions over a longer period of time
involving more participants. Participants can return to topics and react on each others’
comments while research moderation is low to medium.
Discussion boards are very useful to gather opinions about a specific event, topic or
stimulus. For business-to-business studies bulletin boards are be very convenient since
professionals can provide at their own convenience from every location. Bulletin Board
applications are also used in quantitative studies to offer participants the opportunity to
provide additional comments outside the scope of what the research has foreseen.
Market insights Product innovation Brand & communication Customer experience
& behavior management management management
Track and capture
Consumer behavior Additional comments on
comments before, during Elicit critical incidents
studies a product concept
and after a promotion
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11. Online Community Research
‘Communities’ are platforms which comprise many participants and last several weeks or
months, thus generating a permanent discussion. Participants are recruited and screened
to ensure a common interest and ongoing involvement. The moderator is a trustful and
inspirational catalyst. To engage participants fully, research communities rely on an
integrative set of research tools (e.g. multi-media uploads, community member tasks,
special live guests, brainstorm tools).
A derivative of such an approach is that communities truly bring the consumer alive in the
board room. And it offers you the ability to engage consumers in product and
campaign development.
Market insights Product innovation Brand & communication Customer experience
& behavior management management management
Long term consumer Idea screening and Campaign screening Product experience
needs studies co-creation and co-creation (beta)testing
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12. Online Community Research
Screening via online questionnaire &
Information needs & flow sub(topics)
Invitation
1 EXPLORATORY
GENERAL INFO
2
COMMUNITY RULES
CONCRETE + LEGAL PROCEDURE
Analysis & interpretation of the results by Online discussion forum
qualitative consultants & domain experts (minimal catalyst interaction + activation + special guest)
6 3
Co-creation phase Journalist makes summary
(User-created Brainstorm + & community comments
discussion in Community & Online Discussion Groups)
5 4
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13. Online Community Research
Different Several topics can be discussed simultaneously in the community.
topics
Topic split Topics that prove to be richer & more complex than anticipated by
( new ones) marketers, can be split based on intense consumer interaction.
Consumers are actively involved in ensuring the quality of the
Social
discussion, through the opportunity to flag inappropriate behaviour of
control peers.
Activation Besides monitoring the discussions, InSites can activate - specific
profiles - (based on community interaction) throughout the whole
letters process.
Domain experts (could be a marketeer who values the input of the
Journalists & community) are giving an extra push to the discussion. Community
experts journalists report in an objective way about the opinions of the
community members.
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14. Online Discussion Groups
New methods are being tried out that will
break with tradition and will see brands,
customers, and researchers working
collaboratively to improve brands, for the
benefit of consumers and with increasing
amounts of ownership by those consumers.
McKinsey Quarterly
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15. Online Discussion Groups
‘Online Discussion Groups’ enable a synchronous conversation of around two hours
involving 6 to 8 participants. Researchers have the option to moderate the conversation
intensively and feed ideas to participants for inspiration, or researchers can equally
encourage free interaction to maximize spontaneity. Online Discussion Groups allow using
a variety of projective, drawing, sorting, uploading and media sharing techniques.
Discussion groups can be used stand-alone or to tune conclusions of a quantitative study.
In business-to-business research these tools are handy for group – but even individual –
interviews as professionals do not need to travel.
Market insights Product innovation Brand & communication Customer experience
& behavior management management management
Associations, comprehen-
Illustrate buying Product concept & Sharing experiences with
sions and judgements of
behaviour packaging optimization transactions or a company
messages and executions
Personify Clarify results from a Brand equity and Clarify (dis)satisfaction with
market segments product /in-home user test personality exercises transactions or a company
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16. Online Discussion Groups
White board:
image, video, text, pointing, drawing,....
Moderator guide
Chat discussion between List of
participants Moderator notes
participants & moderator
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17. Online Discussion Groups
Online groups overall generate the same findings as offline groups
Smart & adaptive moderation
Natural style generates less interaction
From “ad rem” scratcing to deep diving
Richer than traditional focus groups
Projective techniques work just like stimuli
Speed, fun, information level ...
Emotions are shared
Less socially desirable and group reasoning
Reasonings less far stretched
Vocabulary can be different
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18. Homework: make an avator of a typical Belgian,
French & German person
User generated content is used during the online
groups
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19. Me centered map
Personification: ID card
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20. User-coded Open Ends
Participants put a lot of effort in providing
answers to our open ended questions. It is a
sign of respect that researchers use this
information to its maximum capacity and with
the correct interpretation just as participants
meant.
User-created Brainstorms
quot;Wise crowdsquot; need (1) diversity of opinion; (2)
independence of members from one another;
(3) decentralization, and (4) a good method for
aggregating opinions.
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21. User-coded Open Ends
‘User-coded Open Ends’ allows participants to code their own open responses into
structured categories which they define themselves. Participants first provide their unaided
opinions about a stimulus. Next they interpret and tag their answers and assign them to
categories generated by peers. Finally participants reassess the question with the entire set
of user generated codes as if it was a closed ended question.
This procedure has multiple advantages compared to traditional open-ended questions:
richer insights, not subjectively coded by a third party and lower cost.
User-coded open ends are mostly integrated into quantitative studies but can also be used
in preparation for survey development, e.g. to identify response categories.
Market insights Product innovation Brand & communication Customer experience
& behavior management management management
Code own Capturing and ranking Code own Classify experiences into
spontaneous reactions likes & dislikes spontaneous outtakes peer defined categories
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22. User-coded Open Ends
Panel experience: (Panelsatisfaction study 2006)
• I find open questions annoying: 24% Labour
• I find open questions too time intensive: intensive
32%
Panel
Cost intensive
experience
OPEN
QUESTIONS
Interpretation? No idea option
Likes: 33% no idea
Dislikes: 34% no idea
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23. User-coded Open Ends
1 Creation
2 Contextualization
3 Propagation
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24. User-created Brainstorms
‘User-created Brainstorms’ facilitate participants to brainstorm and think interactively about
a wide variety of topics. Participants list as many of their own ideas as possible about a
certain subject and track if their own ideas are already provided by other participants. If not,
the new idea can be added to the list. Participants then indicate the ideas they prefer the
most.
User-centric brainstorms are mostly integrated into quantitative studies but can also be
used as stand-alone or in preparation for survey development (e.g. to identify response
categories) and reduced researchers’ blind spots.
Market insights Product innovation Brand & communication Customer experience
& behavior management management management
Identifying moments of Insight & idea Generating a list
Needs detection
consumption / user needs generation of ideas or associations
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25. References
Thank you!
Questions? Come and talk to us during the drink...
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