In this webcast, we Stephen Thompson (EVP, Ramius) and Lenny Murphy (Chief Editor and Principal Consultant, Greenbook): 
 • Discuss how the online research world is shifting and how that is expected to develop in the near future. This include some (very) early stats from the Greenbook GRIT report for 2014. • Round up some of the new software tools available for gathering insights under the categories of Surveys / Microsurveys, Crowdsourcing, Analytics, Big Data, Video, Mobile and Online Communities. • Work through some examples of how Ramius’ new platform, Recollective, is being used by marketing and research professionals to build on-demand insight communities and conduct rapid, qualitative research online.

1. Self-Service Insights
Insights Communities and Qualitative Research
Tools Now Within Reach Of Every Business
Lenny Murphy, Chief Editor and Principal Consultant at Greenbook
Stephen Thompson, EVP at Ramius
16 October, 2013

2. Business pressures never diminish.
•
•
•
•
•
•
Economic
Technology
Competitors
Clients
Staff skills
Consumers

3. That’s leading to an evolution in the research world.
Uncovering qualitative insights to better understand customers is no longer the
exclusive domain of research agencies and brands with large budgets.
A new wave of on-demand, web-based research tools are emerging to bring
insight capabilities to internal research teams and non-traditional users.

4. “There is a realization in the business community that insights do not arise
solely as a product of traditional research models. Instead, these new
platforms are providing tools for discovery and ideation that are faster, more
unexpected, more customer-focused and quite often, more productive than
existing approaches.
The game has changed, and the pace of change is only accelerating.”
Lenny Murphy, Grit 2013 Winter

5. In this webcast, we will:
•
Discuss how the online research world is shifting and how that is expected
to develop in the near future
•
Round up some of the new software tools available for gathering insights
•
Work through some examples of how Ramius’ new platform, Recollective, is
being used by marketing and research professionals to build on-demand
insight communities and conduct rapid, qualitative research online.

6. The research world has shifted

8. Online approaches are experiencing a massive shift in
adoption across the world.
Source: ESOMAR Global Market Research 2013 report

9. Early GRIT 2014 results:
Online Communities
In use 49.1%
Text Analytics
In use 36.54%
Social Media Analytics
In use 33.93%
Mobile Surveys
In use 43.72%
Webcam-Based Interviews
In use 32.14%
“Social and mobile technologies will be leveraged to drive
engagement and understanding of consumers at a previously
unimaginable level, increasing basic business value. That has
profound implications for the insight organization on both the
client and supplier side of the value chain.”
Lenny Murphy, GRIT Report Winter 2013

11. Research communities are now mainstream and
several other approaches are close behind.

12. So, what’s the point?
•
Everyone is a researcher
•
If you’re not already using these rapidly maturing approaches and DIY
technologies to gather customer insights and address rising business
pressure, it’s high time to jump onboard.

13. New DIY technologies for gathering insights.

14. Surveys &
Microsurveys
Big Data
Crowdsourcing
Video
Other categories of Social Listening and Web Analytics have been omitted
as they are outside the scope of this webinar.
Analytics
Online Communities

15. Surveys & Microsurveys
• Google Consumer Surveys
• RIWI (nano-surveys)
• Qualtrics
• Survey Monkey and
QuestionPro (everyone knows
them, right?)

16. Crowdsourcing
• Spigit
• IdeaScale
• CrowdTap

17. Analytics
• Office Reports
• StatWing
• Q
• OfficeLive
• Semantria (text analytics)

18. Big Data
• Data Market
• R (open source)

19. Video
• Discuss.io
• QualVu
• Recollective
• FocusVision

20. What about mobile?
Most of the online research platforms discussed have mobile capability. That’s
often a dedicated Android or iOS app, or they are built as a web app with a
responsive design.
There aren’t too many pure-mobile research platforms, but it’s worth checking
out:
• Lumi Mobile (mobile surveys, meetings and events, mobile panels)
• EthOS (mobile ethnography)
• DScout (mobile diaries)

21. New DIY online community technology
for gathering insights.

22. Recollective is a self-service platform for creating insight communities.
Engage participants with questions and discussions, share responses
and build understanding.
Early access for webinar
attendees of the free
Recollective On Demand
version available at:
www.recollective.com
Use access code “AMA” to
login.

23. We’ve created two short videos to explain Recollective. The first is a
short introduction to the free, On-Demand version. The second links to
a software tour, showing much more of the platform’s capabilities
(applicable both to On-Demand and Pro versions).
Introduction to Recollective On-Demand (90 seconds)
http://vimeo.com/ramiuscorp/recollective-ondemand
Feature Video of Recollective (10 mins)
http://player.vimeo.com/video/76747706

24. Integrated suite of community research tools.
Activity-based
Socialized
Mobile
Tasks
Analysis /
Reporting
Free or Pro

25. Tasks offer multiple ways to engage your audience.

26. Tasks offer multiple ways to engage your audience.

27. Typical applications of Recollective
include:
•
understanding customer behavior
•
concept / product testing
•
agile research and testing
•
stakeholder / employee research
•
product and communication codevelopment

28. Case Study #1
UK Agriculture, Seed Manufacturer
Looking to understand cereal farmers’ behavior,
attitudes and experiences by researching with those
using hybrid seeds vs. traditional seeds.
•
Over 100 people and ran for 7 months (extended
from 3 months)
•
6 separate communities including participant-led
discussions plus structured researcher-led
activities set weekly throughout the farming
calendar
•
Completed self-service by research agency

29. •
Wide range of activities – image
reviews, video, open ended text,
polls, card sort and online diaries.
•
Participation rates varied between
studies at different times of the year,
ranging from around 50% to 80%. In
total over 1,000 activity responses,
plus hundreds of discussion posts
and comments submitted.
•
Findings were shared with the
community.

30. Case Study #2
Sobeys, national Canadian food retailer
The project was designed to gauge the impact of
recent openings of Walmart Superstores in 5 areas,
to fine-tune IGA marketing strategies.
•
25 Activities run over 2 weeks
•
40 people for traditional qual / 33 for online qual
•
Intention was to compare and contrast the use of
traditional focus groups against a short-term
insight community
•
French-language study

31. 25
activities
launched
Average compensation
$117
Range $30-200
73%
Log-on rate (53 logged/73 recruited)
1077
1345
activity completions
visits to the site
Comments and ratings
570
575
28
Discussion postings
Discussions started
by participants

32. •
Insight Communities were found to offer these advantages:
– Geographically dispersed / busy target
– Experience sharing
– Sensitive topics
– Providing more, richer and deeper material than traditional focus
groups and encouraging more openness in responses.
•
And they were deemed best for these applications:
– Exploratory research
– Longitudinal research (multi-phase product dev, in-home testing
over time, purchase processes, behaviours)
– Reality checks
– Ideation and crowdsourcing

33. Case Study #3
Customer Community, Global Confectioner
A ongoing customer community of people that
consume the brand’s chocolate products.
•
•
Tabatha Bourguignon, Community Manager, Hotspex
Monthly prize draw for incentives.
•
“I've worked with a number of platforms over the
years, and Ramius is by far the most intelligent; it
allows both the client and the members to feel
confident, and it allows me to get to the answers I
need. Another benefit of the Ramius software is the
variety of tools that are available right at my
fingertips. If I want to do something fun for my
members, I have that ability”
Sustained at approx. 150 people annually
Virtual shopping, collaborative product and
marketing ideation, shop along trips, opinion and
experience activities, branding questions, ad
testing, communication testing and ideation.

34. •
Completed over 90 structured
activities to date, with 7900
responses, plus nearly 1,800
discussions and participant-led
topics.
•
Over 13,000 study logins across 1.5
years.
•
Using all task types to keep interest
levels high.
•
Activities every week.
•
Turnover rate.

35. Thanks for your time.
Contact me to discuss any questions at:
sthompson@ramius.net
1-613-369-5233
1-888-932-2299 x233
@getrecollective or @ramiuscorp