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Presented by Tom De Ruyck, Head of Research Communities, Insites Consulting & Joella Marsman, Consumer Insights Manager, HJ Heinz at Qualitative360 Asia 2013 19-21 November 2013, Singapore This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://qual360.com/
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Twitter Hashtag #QUAL360
November 20-21, 2013 | Singapore
Platinum Sponsor
Association Partners
Media Sponsors
Outline
Research objective & approach
Meet the UK mums
Moments & Needs:
A week in the life of a UK mum
Opportunities
MROCs Challenges & Opportunities What are the challenges and opportunities to sell this internally and externally
Opportunities (Drivers, advantages.)
Company (impact on the company)
Consumer (impact on consumers)
Challenges (fears, barriers, disadvantages.)
1
? ?
? ?
Outline
Research objective & approach
Meet the UK mums
Moments & Needs:
A week in the life of a UK mum
Opportunities
Structural collaboration with consumers What are the challenges and opportunities to collaborate & co-create with consumers?
Opportunities (Drivers, advantages.)
Company (impact on the company)
Consumer (impact on consumers)
Challenges (fears, barriers, disadvantages.)
1
Kill own ideas
Are we open-minded?
Loads of unstructured info
Unsure results
Resistance for new initiatives
Heavy workload
Good ideas, not executed
No ‘salary’ for ideas
Other ways to get famous
with my ideas
Positive WOM
Brand positive efforts
Cost-efficient
Consumer relevant ideas
Helping others
Recognition from the company
Skill development
Information seeking
Fun
Personal need
Unsolicited feedback
Outline
Research objective & approach
Meet the UK mums
Moments & Needs:
A week in the life of a UK mum
Opportunities
Structural collaboration with consumers What are the challenges and opportunities to collaborate & co-create with consumers?
Opportunities (Drivers, advantages.)
Company (impact on the company)
Consumer (impact on consumers)
Challenges (fears, barriers, disadvantages.)
1
Kill own ideas
Are we open-minded?
Loads of unstructured info
Unsure results
Resistance for new initiatives
Heavy workload
Good ideas, not executed
No ‘salary’ for ideas
Other ways to get famous with my ideas
Gather ideas from all stakeholders & position it well
Start with a pilot that is adapted to the culture
Visualize the data in KIS & FUN way
Reporting models formulated in advance
Share results & ROI examples of MROCs
Balance tasks & exercises
Manage expectations from the start
Giving recognition& status (e.g. PR mentions)
Making things better together is more important
than individual prestige
Insighting
Developing
Optimizing
Implementing
Business
Objectives
Design the community How will your community be setup?
2
1/ Who
3/ Questions &
tasks
2/ What
3/ What are your questions & tasks for the
consumers?
• ..
• ..
2/ What’s the main goal of your community?
• ..
• ..
1/ Who will you select (profile, number)?
• ..
• ..
CHOOSING YOUR
Pilot Project
Conversations from external stakeholders
Co
nve
rsa
tio
ns fro
m in
tern
al sta
ke
ho
lders
Proud
company
Conversation
company
Boring
company
Adored
company
Communication is key!
Internal
Internal
Internal
Internal
External
How to make MROC results impactful: internal & external How can your community results be used internal and external to create most impact?
3
? ?
? ?
How
Wit
hin
th
e
co
mp
an
y
Ou
tsid
e t
he
co
mp
an
y
Who
How to make MROC results impactful: internal & external How can your community results be used internal and external to create most impact?
3
How
Wit
hin
th
e
co
mp
an
y
Ou
tsid
e t
he
co
mp
an
y
Who
Adversaries
Brand fans & users
General & niche/trade press PR
Conversation management
Consumers
Consumer news (online & offline)
Brand Management
Workshops & reports
Playing games about consumers
Board
R&D & Research
All employees
Video’s & info graphics
New & social media
It’s an EVOLUTION,
not a REVOLUTION!
Sharing
IS caring
linkedin.com/in/tomderuyck @tomderuyck [email protected]
www.insites-consulting.com
New York – London – Ghent – Rotterdam – Timisoara
Platinum Sponsor
Association Partners
Media Sponsors
Twitter Hashtag #QUAL360
November 20-21, 2013 | Singapore