Community Panels and the Feedback Wave

1. Training
Day
–
31st
October,
2011
Community Panels and the Feedback Wave
Sean Dunn and Peter Harris – Vision Critical
A
Presenta*on
from
the
Fes*val
of
NewMR
Training
Day
–
October
31,
2011

2. 2
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Community Panels and the Feedback Wave
Sean Dunn
Account Director

3. 3
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
What
are
market
research
community
panels
?

4. 4
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Well said.
“It’s research Jim
but not as we know it.”

5. 5
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Brand Relationship

6. 6
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Private,
branded,
online
space
,
where
invited
consumers
or
prospects
regularly
spend
time
generating
ideas,
offering
advice
to
you
and
to
one
another,
sharing
experiences
and
feelings,
discussing
trends,
and
helping
you
?igure
out
your
marketing
and
business
issues.
+

7. 7
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
“It’s
like
having
a
room
full
of
your
customers
next
door”
Simply
Put....

8. 8
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)

9. 9
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
What
are
the
features
of
a
market
research
online
community
?

10. 10
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)

11. 11
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)

12. 12
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)

13. 13
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Moderators
and client
chat
Participants
chat
Interactive
white board
– Fewer respondents (6 to 12)
– Shorter duration (90 to 120 Minutes)
– Fast paced and interactive
– Highly engaging
– Easily captures spontaneous reactions
and allows probing every response
individually
– Number of stakeholders can view the
live chat simultaneously.
– Can be conducted in multiple
languages (VC has access to
moderators for most SEA languages)
Qualitative
Research

14. 14
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Quantitative
Research

15. 15
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Why
communities
?

16. 16
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
MROC
can
lead
to
new
ideas,
better
products
and
more
relevant
messages

17. 17
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Case
Study
–
Banana
Republic
http://au.youtube.com/watch?v=Y0SOXW_K56w
• Loyal
“Insider”
Customers
• Pro?iled
on
BR
customer
segmentation
• Ability
to
target
sample
• Unique
research
(photo
studies)
• Versatile
research
(qual/quant)
• Category
speci?ic
• Quick,
Cost
Effective
• Real-­‐time
results

18. 18
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Consumers
are
willing
to
participate
in
online
company
communities
66%
Of
online
adults
say
they
are
willing
to
participate
company
online
communities
to
develop
products
&
services
Your
Source;
Australians
18+;
online
users

19. 19
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Willingness
spans
a
variety
of
areas
Previewing/Input
on
new
product's/services
before
anyone
else
84%
Giving
input
on
advertising/marketing
campaigns
68%
Getting
a
behind-­‐
the-­‐scenes
look
at
the
company
61%
Having
a
direct
impact
on
the
company
58%
Interacting
with
company
decision
makers
49%
Interacting
with
other
community
members
48%
Other
4%
What
would
be
of
interest
if
you
joined
a
brand
community?
Your
Source;
Australians
18+;
online
users;
say
they
are
willing
to
participate
in
company
online
communities

20. 20
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Communities
Pay
Off
Better
products
&
services
• Understanding
customer
challenges,
needs,
and
ideas
• Gaining
new
perspectives
on
the
overall
experience
More
efOicient
innovation
/
NPD
• Testing
ideas
earlier
in
the
development
process
to
get
cheaper
and
more
real-­‐time
feedback
• Understanding
interest
levels
to
prioritize
new
innovation
initiatives
Customer
engagement,
advocacy
&
loyalty
• Showing
loyal
customers
that
their
opinions
matter
• Empower
people
through
the
ability
to
impact
decisions
through
ownership
in
the
process
Customer
acquisition
• Learning
why
non-­‐customers
aren’t
buying
from
you
• Engaging
new
target
segments
early
to
transition
them
to
future
buyers

21. 21
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
How
does
it
compare
to
other
forms
of
market
research
?

22. 22
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
• More
research,
for
less
Faster
responses
• Reduced
surveying
costs
• Richer
quality
of
responses
• More
brand
contact
with
marketing
partners
/
stakeholders
• Refocus
and
realign
the
organisation
around
the
customer

23. 23
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
What
Works
1. Clear
communication
2. Active
company
participation
3. Engaging
content
–
rich
media
4. Showing
impact
of
participation
5. Ceding
some
control
of
the
agenda
6. Regular
contact
–
weekly
or
fortnightly
7. Using
a
variety
of
tools
8. Company
wide
involvement
&
partner
support
9. Rewarding
the
community
–
discounts,
invitation
to
special
events

24. 24
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
What
Doesn't
1. Not
having
clear
objectives
2. Being
absent.
You
must
show-­‐up
3. Not
recognising
contributions
4. Not
being
conversational
5. Not
being
transparent
6. Not
offering
a
variety
of
activities
7. Not
demonstrating
action
8. Treating
people
as
respondents
to
research

25. 25
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Research
communities
offer
fresh
insights
for
accelerated
innovation.
At
the
end
of
the
day,
it
should
connect
you
with
your
community

26. 26
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Q & A
Pravin Shekar
krea
Peter Harris
Vision Critical
Sean Dunn
Vision Critical

27. 27
Peter Harris and Sean Dunn, Vision Critical, Australia
Training Day - Festival of NewMR 2011 - Session 2 Schedule: 6:35am-7:00am (GMT)
Thank You!

28. Training
Day
–
31st
October,
2011
Community Panels and the Feedback Wave
Sean Dunn and Peter Harris – Vision Critical
A
Presenta*on
from
the
Fes*val
of
NewMR
Training
Day
–
October
31,
2011