3. Definition Community MROC
Community Panel Panel
• Slightly different models
• All the same premise
• Private
• Closed
• Member to member interactions
7. Recruit Challenges
• Easy-er when you have email lists
• Tricky-er when you don’t
• Purchased recruit
• Websites
• Social media
• Direct mail
• On-site
• Post of sale
• Media (TV, Print, Radio, Online)
• Sales force
• Etc
17. Project/Activity Examples
Letter to the Executive Ideation
Rant and Rave about a topic or experience Bring back this product from the 1950’s…
Video Ethnography Picture Sharing
Make a 3-5 minutes video about… Share a picture of what comes to mind when you
think about…
Personality Assessment
Highlighter
What words come to mind when you think of this
Text or images, isolate areas, follow up discussion
brand?
Content Management
Storytelling (Context, Attitudes, Feedback)
What/who do you want to see more of and less
Tell us a story of a memorable experience
of?
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18. Design Challenges
• Managing respondent burden
• Matching incentive plan with research plan
• Managing forums
• Shifting approach from custom research to
community panel research
• Managing client
19. Analysis Challenges
• Lots of information
• Analyzing open ends and forum content
• Speed of analysis
• The colliding of quant and qual
• Analyzing images/videos
22. Discussion Analysis
• Connect qual and quant data
• Profile individual members
• Filter Posts
• Key word search
• Examine by time period
• Export for further analysis
24. Reporting Challenges
• Lots of information
• Speed of analysis
• Format, frequency, audiences
• Snapshots and holistic views
• Communicating to internal stakeholders
25. Member Retention
Extrinsic Intrinsic
Solve
Draws
Advice and
Participation Knowledge
based
Incentives
Network Rant and
Rave
Reputation
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26. Incentive Challenges
• Points versus draws
• Amounts
• Type
• Frequency
• Cost
• Fulfillment
27. Types of Incentives
Recruit or
Survey & Forum Surprise Special
Welcome
Incentives & Delights Projects
Incentive
Monthly Reward More time
Welcome Monthly Contest
for Best Quotes intensive projects
Eg:
Electronic product 2 winners of
Cash 25 participants,
voucher/discount cash
$X / month
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