Self Service Online Research - online communities for research and insights
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Transcript of Self Service Online Research - online communities for research and insights
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
• Economic• Technology• Competitors• Clients• Staff skills• Consumers
Business pressures never
diminish.
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.
“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
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.
The research world has shifted
Source: ESOMAR Global Market Research 2013 report
Online approaches are experiencing a massive shift in adoption across the world.
Early GRIT 2014 results:
Online CommunitiesIn use 49.1%
Text AnalyticsIn use 36.54% Social Media AnalyticsIn use 33.93%
Mobile SurveysIn use 43.72%
Webcam-Based InterviewsIn 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
Research communities are now mainstream and
several other approaches are close behind.
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.
New DIY technologies for gathering insights.
Big Data Online Communities
Analytics
Video
Surveys & Microsurveys
Crowdsourcing
Other categories of Social Listening and Web Analytics have been omitted as they are outside the scope of this webinar.
Surveys & Microsurveys
• Google Consumer Surveys
• RIWI (nano-surveys)
• Qualtrics
• Survey Monkey and QuestionPro (everyone knows them, right?)
Crowdsourcing
• Spigit
• IdeaScale
• CrowdTap
Analytics
• Office Reports
• StatWing
• Q
• OfficeLive
• Semantria (text
analytics)
Big Data
• Data Market
• R (open source)
Video
• Discuss.io
• QualVu
• Recollective
• FocusVision
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)
New DIY online community technology for gathering insights.
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.
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
Activity-based Socialized
Mobile
Analysis / Reporting
Free or Pro
Integrated suite of community research tools.
Tasks
Tasks offer multiple ways to engage your audience.
Tasks offer multiple ways to engage your audience.
Typical applications of Recollective
include:
• understanding customer
behavior
• concept / product testing
• agile research and testing
• stakeholder / employee
research
• product and communication
co-development
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
• 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.
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
25 activities launched
73%Log-on rate (53 logged/73 recruited)
1345visits to the site
1077activity completions
575Discussion postings570
Comments and ratings 28Discussions started
by participants
$117Average compensation
Range $30-200
• 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
Case Study #3
Customer Community, Global
Confectioner
A ongoing customer community of people that
consume the brand’s chocolate products.
• Sustained at approx. 150 people annually
• Monthly prize draw for incentives.
• Virtual shopping, collaborative product and
marketing ideation, shop along trips,
opinion and experience activities, branding
questions, ad testing, communication
testing and ideation.
“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”
Tabatha Bourguignon, Community Manager, Hotspex
• 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.
Thanks for your time.
Contact me to discuss any questions at:
1-613-369-5233
1-888-932-2299 x233
@getrecollective or @ramiuscorp