The disruption and the promise of SOCIAL in market research today - Dell & icanmakeitbetter

© icanmakeitbetter

Qualitative 360 Europe

April 17-18, 2013 Berlin

Presentation by: Barry Jennings, Global Insights Director: Dell

Paul Janowitz, CEO: icanmakeitbetter.com

© icanmakeitbetter

• Questions for you: – Why are you at this session? – What do you hope to learn? – Current experience with communities, social, MROC…buzz words this and

that?

• Current state of market research • Where we need to go • Dell – Case Study • What we built – icanmakeitbetter.com • How it is used • What we learned

– Mistakes…that hopefully lead to best practices

• Discussion (of course ask questions along the way!)

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Agenda

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• Barry:

– Global Insights Director, Dell Business

– Job: VOC – Data – Action – Executives

– Qual and Qaunt – valid results are what matter – job is to turn those into BI

– Uses a bunch of research vendors, has select partners

• Paul:

– Founder icanmakeitbetter.com and Sentient Services

– Gallup, Doxus, Agency

– Qual and Qaunt – valid results are what matter – job is to deliver these – faster, cheaper, AND better

– Loves research, but research is changing

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About Us

© icanmakeitbetter

The big idea: Is social killing market research?

The rise of social tools does not mean the end of market research but a transformation in the way companies implement it and drive business outcomes from it.

The problem: The game is changing and so are the questions.

So, how do we as market researchers maintain our seat at the table?

The solution: Social tools as complementary assets to traditional methodologies.

How can we leverage the movement toward social/engagement to reduce turn times, decrease cost and increase quality?

The discussion: Dell, mistakes, insights and next steps.

What did we learn building a solution from the ground up? We are (were) a market researcher company, not a software firm…but we are now.

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10,000 Foot View

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POV

current state of market research


Current State

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• At innovating as researchers (traditional recruiting in new wrappers, new segmentation strategies each quarter, bad questions posing as data…)

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We Have Not Been Good…


Most Research is…

Retroactive


Up Next

where we need to go

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• No more silos

• Research buyers want to know:

– What do we develop

– How to increase engagement

– How to improve marketing

– Validation

– NOW

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A Seat At The Table

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• “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” (Theodore Levitt)

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We need to deliver OUTCOMES

Image: Amazon

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• “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” (Peter Drucker)

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The Purpose of Marketing

• To know and understand the customer

– It’s a relationship (like a marriage)

– The first step, last step, every step in a good marriage…

The Purposes of Market RESEARCH


Market Research = Marriage = …

Listening

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• Focus, focus, focus

• It only takes a tiny bit

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New World = New Rules

80/20/1%

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• Fire starters: the law of averages or fast, real insights?

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Fire Starter

NOVA

$ vs. %


Dell – A Partner

Barry, this is my life

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• What – Corporate researchers are constantly directed to bring MORE insight,

MORE often, with NEW methods and LESS money and time

• So What – To thrive in the “new normal” had to evolve from being a rock star

researcher to a consultative insights guru

• Create time

• Leverage hindsight, insight, foresight to drive the business

• Drive research role in the social business

• Now What – Adding new social tools to allow us to get broader perspective on what

we know, and get dynamic learning on what we should be focused on and complements what we have always done

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Barry

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OR

Cheap (Pick Only 2)

AND

Cheap (All Three All the Time)

THEN NOW

Then A Funny Thing Happened

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“Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we’ve always been. The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.”

-Michael Dell

Listen…

…to Be A Better Business, across the Business

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From 4,000 posts/day to 26,000 posts/day

First company to hit $1M a day in online revenue

One of the first companies to launch online support

First to sell complex configurable items

Leader in online frictionless commerce from order to delivery

Dell’s Direct & Online Heritage: Critical Enabler

One of the first to launch online discussion

forums Early adopter of social media

Direct relationships are the basis of our business

Insights MUST Help Drive the Social Business

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Develop a platform enabling us to create, share, and act upon conversations to drive innovation, engage customers, and conduct market research.

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Corporate researchers must bring:

MORE insight

MORE often

with NEW methods

and LESS money.

Is that all???

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The Art of More

And you have to listen everywhere to get the full picture…

…on premise

…off premise

…and in private

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Private: Leveraging Private Communities to Create Conversations and Insight

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Data + Conversations = BI

Architected and overseen by research, driven and managed by the business.


What We Built

icanmakeitbetter.com, but not a sales pitch


Overview

Create instant, online feedback communities.

• Engage customers, employees, and partners to innovate cheaper, bring new products to market faster, conduct market research, and make better decisions - today.

• Surveys, online focus groups, idea box and community management in a simple, single platform.


On-Demand Insights


Integration of Asking and Listening


Where People Come From


Use Case

Dell case study

© icanmakeitbetter

• Spending lots of money, but needing more ROI

• Getting the same people over and over

• Timelines shorter

• Global more important

• Innovation and action from insights key

• Engagement is the word

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Dell

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Elegant, Intuitive and Powerful

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All In One Place

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• How do customers want to be classified?

• Michael Dell wants to know, this weekend!

• Launch on a Friday – results on Monday.

• Executives happy!

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Real Results


Faster


Cheaper


Better – Way Better


Key Learnings

in simple terms, how we screwed up

© icanmakeitbetter

• Time – it still takes it

• People – software only as good as people

• Focus – just because you can is not a why

• Culture – has to be part of it

• Process – you have to have one

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Key Learnings

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• Are you sure you want IDEAS?

• Becoming a research SWEATSHOP.

• Avoiding new tech with SAME problems.

• Everybody loves MONEY…and will sign up.

• Creating ENGAGEMENT – Workbench.

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Stuff to keep in mind (where we messed up)

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• Identify the following in your organization or a client organization: – Research roadmap stakeholder (ensuring

community not overused).

– Evangelist – who will tell about the results and ensure company support?

• Recruiting (who/how?) – should be easy (FB, Twitter), but it’s not! Why?

• Process and Templates (I have some for you).

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A Few Key Steps


Appendix

examples, documents


Discussion

let’s talk

© icanmakeitbetter

Paul Janowitz: [email protected]

Barry Jennings: [email protected]

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Thank You

mailto:[email protected]

mailto:[email protected]

© icanmakeitbetter

Home Page

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Simple Fast Idea Posting

Social Integration

Customize Branding

and Images

Easy Quick Community

View

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Ideas Main Page

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Easily Feature Content

Vote Follow Share

Comment

Idea Forums

Surveys Focus Groups

Hot Ideas

Social Leaderboard

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Surveys

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Create Powerful,

Easy Surveys

Include Images Skip Logic

Matrix Ranking

Open Text Date/Time and More

Seamless, Integrated Survey

Invitations (Upload Email List, too),

Facebook, Widget)

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Focus Groups

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Ask Answer and Discuss

Threaded Comments, Images, Votes

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Research Recruiting Made Simple

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Recruit by User Profiles

Recruit by Site Activity (Votes/Comments/Ideas)

Trending Community Feedback

See Survey Activity, Select A Survey To See Interactive Charts

Single View For All Your Surveys

Highlight Feed For All New Focus Group Activity

Integrated Dashboard

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Results

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Interactive Reportal PDF Exports and More

Integrate Online

Qualitative and Quantitative

Questions For Rich, Impactful

Insights

Interactive Data Visualization

Switch Chart Types With One-Click

Interactive Reportal

Multiple, Beautiful and Interactive Charts Can Be

Exported

Quickly edit Data To Change Chart Content (here removed “rarely” and “don’t know” from chart – just click

on the options)

Interactive Reportal