Globalpark compilation of customers with research panels and communities

1. Customer success briefs
Research panels and
communities
July 2009

2. TNS: future-proof matters
Consumer insights and innovation
©2009 Globalpark
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3. M&M/Mars: chocolate matters
Eating around the clock
©2009 Globalpark
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4. ING Direct: money matters
Savings all around
©2009 Globalpark
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5. Warner Music: music fans matter
Hit-making communities
©2009 Globalpark
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6. August Storck: Candy matters
Fast research, long-lasting impact
Goal
Improve campaign effectiveness and
product market share
Solution
Customer panel and feedback system
incorporating multimedia elements
Systematic evaluation of consumer data
alongside expressed attitudinal data
specific to multimedia, tv and print
campaigns
Results
Optimized advertising and campaigns
according to consumer feedback
Increased product revenue
©2009 Globalpark
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7. Condé Naste: readers matter
Selected covers fly off the shelves
Goal
Maintain and grow readership across
multiple magazine brands, internationally
Solution
Customer panel and feedback system
Ad hoc rapid cover tests to determine best
cover per distribution area
Ongoing reader contests
Results
Increased sales revenue when using the
rapid cover testing
Increased customer engagement, retention
adn loyalty
©2009 Globalpark
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8. Nintendo: gamers matter
Relationship marketing wins
Goal
Develop deeper and wider relationships with
customers
Measure marketing effectiveness
Solution
Empanel ~3 million customers
Capture feedback via engaging “surveys“ for
macro and micro use
Integrate with existing CRM system, website
Results
Reduced sampling costs; leveraged existing
online presence
Better insight into customer demands and
marketing needs
©2009 Globalpark
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9. Daimler Benz: quality matters
Customers and employees drive success
Goal
Find and fix defects proactively
Ensure market-driven development of new cars for
various target groups
Solution
Continuous, systematic feedback across vehicle lifetime
from employees-as-customers
Automated, modular surveys track opinions, performance
Fully integrated with ERP system
Results
“Early warning system” for malfunction increases external
customer satisfaction
Product and process innovation
Increased revenues for new models
©2009 Globalpark
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10. T Mobile: conversations matter
Online community for mobile phone users, staff
Goal
Deepen customer relationships
Gain insights into the why behind the what
Apply the same to employees!
Solution
Platform to manage formal online surveys,
quick polls and observational research
Track opinions, satisfaction and discussions
Enable discussion boards, interactivity
Work with handsets, tariffs, mobile portals
Results
Holistic view of both consumers and staff
Accurate insights at a fraction of the time & cost
©2009 Globalpark
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11. Esprit: fashion matters
On-demand access to large customer base
Goal
Amplify the voice of the customer
Be able to quickly impact sales
Solution
1.5 million member panel community
Recruitment with valued customer club, newsletters
and raffles
Systematic product testing; Coupon incentives
Results
Increased revenue for market-driven products and
campaigns (compared with control)
On-demand lever to spike sales (coupon incentives)
Engaged and loyal customers
©2009 Globalpark
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