Running Market Research Online Communities in Asian Markets - APAC Esomar Conference - Direction First and InSites Consulting
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This document discusses collaborating with consumers in Asia through online communities. It notes that half of emerging markets and internet users are located in Asia. Most social media users in Asia are connected to brands and consumers want to collaborate with brands. The document then discusses moving from offline focus groups to online communities for research and provides reasons for doing so. It emphasizes the importance of adapting community approaches for Asian markets, including having a more active moderator role and considering local context. The document concludes with takeaways for managing communities in Asia, such as taking a holistic view, focusing on mobile and personal context, making the approach local by default, and using co-researchers for sensitive topics.
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Running Market Research Online Communities in Asian Markets - APAC Esomar Conference - Direction First and InSites Consulting
- 1. in Asia Collaborating with consumers Tom De Ruyck Erica Van Lieven
- 2. @tomderuyck @erica_dfirst Half of the Top 10 emerging markets lie in Asia
- 3. @tomderuyck @erica_dfirst 5/10 emerging economies lie in Asia
- 4. Half of the world’s internet population lives in Asia @tomderuyck @erica_dfirst
- 5. @tomderuyck @erica_dfirst 45% of internet users from Asia
- 6. @tomderuyck @erica_dfirst The majority of the social media users is connected to brands
- 7. @tomderuyck @erica_dfirst 6/10 social network users are connected to brands
- 8. Asian consumers don’t like co-creation & collaboration with brands that much @tomderuyck @erica_dfirst
- 9. @tomderuyck @erica_dfirst 9/10 consumers want to collaborate with them
- 13. Evaluation of the IKEA catalogue 2013 @tomderuyck @erica_dfirst
- 14. From offline focus groups to online communities #5 reasons @tomderuyck @erica_dfirst
- 15. @tomderuyck @erica_dfirst #1 Snapshot of Reality
- 16. @tomderuyck @erica_dfirst #2 Standard evaluation tools #1 Snapshot of Reality
- 17. Customers Potential customers Lapsed customers N=50-150 @tomderuyck @erica_dfirst #3 Limited range of participants #2 Standard evaluation tools #1 Snapshot of Reality
- 18. USA GE P L IT CH #4 Quality inconsistency #3 Limited range of participants #2 Standard evaluation tools #1 Snapshot of Reality @tomderuyck @erica_dfirst
- 19. #5 Internal stakeholders not involved #4 Quality inconsistency #3 Limited range of participants #2 Standard evaluation tools #1 Snapshot of Reality @tomderuyck @erica_dfirst
- 21. Understanding the urban parent Understanding the urban parent @tomderuyck @erica_dfirst
- 22. @tomderuyck @erica_dfirst Smaller (mobile) screens lead to less engaged participants
- 27. @tomderuyck @erica_dfirst The role of the moderator is more important in Asian markets
- 28. Adapt your approach when managing communities in Asia Motivations Topics & challenges Moderator role @tomderuyck @erica_dfirst
- 31. Sleep Well Community wEEK CONNECTION SLEEPING HABITS HEALTH AND WELL-BEING IN CHINA SLEEPING PROBLEMS REVIEW SOLUTIONS PHILIPS BRAND AND SOLUTIONS @tomderuyck @erica_dfirst
- 32. @tomderuyck @erica_dfirst Technique Consumers as culture experts
- 33. @tomderuyck @erica_dfirst 360° view of the Catalogue Relevant product innovations Brand positioning in a new market Fine-tuned packaging concepts
- 34. 4 takeaways when managing communities in Asia Holistic view – More # & diversity Mobile – Contextual & personal information Local by default Use co-researchers for sensitive topics @tomderuyck @erica_dfirst
- 35. THANK YOU! Questions? linkedin.com/in/tomderuyck @tomderuyck tom@insites-consulting.com Tom De Ruyck (InSites Consulting) Managing Partner & Head of Consumer Consulting Boards linkedin.com/in/ericavanlieven @erica_dfirst erica.vanlieven@directionfirst.com Erica Van Lieven (Direction First) Managing Director