1. Marketing Research & Social Communication Lesson 11
Research Communities Ray Poynter 1Ray Poynter, Marketing Research
& Social Communication, 2015
2. Agenda 1. Updates and last weeks quiz 2. Review 3. Market
Research Ethics 4. Research Communities 5. Big Picture 6. Quiz and
assignment for next week Ray Poynter, Marketing Research &
Social Communication, 2015 2
3. Updates http://newmr.org/saitama-2015/ Previous Quizzes all
previous quizzes, i.e. Lesson 3 onwards, now on the website No
dictionaries in the exam Review of last weeks quiz Ray Poynter,
Marketing Research & Social Communication, 2015 3
4. Revision Notes Quantitative: measuring, using Numbers and
Tables Qualitative: understanding, Language Ray Poynter, Marketing
Research & Social Communication, 2015 4
5. Tools and Modes Ray Poynter, Marketing Research & Social
Communication, 2015 5 Quantitative Surveys People Meters Big Data
Transactional Analysis Large samples Regression Correlation
Sentiment Analysis Qualitative Focus Groups Depth Interviews Online
discussions Accompanied Shopping Ethnography Netnography Semiotics
Small samples Both Social Media Research Research Communities
Mobile Research
6. Projects and Modes Ray Poynter, Marketing Research &
Social Communication, 2015 6 Quantitative Brand & Image
Tracking Sales Forecasting Customer Satisfaction Cluster Analysis
Segmentation Qualitative Ideation Usability Both Mystery Shopping
NPD (New Product Development)
7. People Population: everybody in the category we are
interested in Sample: a subset of the population, used to help
understand the population Customers: people who buy from the brand,
e.g. customers of FamilyMart Category Customers: people who buy
from the category, e.g. people who shop at any kombini Ray Poynter,
Marketing Research & Social Communication, 2015 7
8. Key Words Online Community: Any community that functions
online, from Facebook to small bulletin board sites Research
Community: An online community created for market research MROC:
Market Research Online Community, typically a small community used
for qualitative research Extrinsic Rewards: Things like cash which
have a value to other people. Intrinsic Rewards: Things that make
people feel better about themselves, such as praise or seeing their
suggestion implemented Ray Poynter, Marketing Research & Social
Communication, 2015 8
9. Market Research Ethics Market Research has its own specific
set of ethics some variation by country The most important items
are: Legal and honest including data privacy No harm especially to
research participants Based on informed consent No confusion
between research and selling Anonymity as the default Ensuring
clients can judge the quality of what they receive Conduct your
business in accordance with business ethics e.g. avoiding conflicts
of interest Ray Poynter, Marketing Research & Social
Communication, 2015 9
10. ESOMAR Code of Conduct
https://www.esomar.org/publications-store/codes-guidelines.php Ray
Poynter, Marketing Research & Social Communication, 2015 10 KEY
FUNDAMENTALS OF THE CODE 1. Market researchers shall conform to all
relevant national and international laws. 2. Market researchers
shall behave ethically and shall not do anything which might damage
the reputation of market research. 3. Market researchers shall take
special care when carrying out research among children and young
people. 4. Respondents cooperation is voluntary and must be based
on adequate, and not misleading, information about the general
purpose and nature of the project when their agreement to
participate is being obtained and all such statements shall be
honoured. 5. The rights of respondents as private individuals shall
be respected by market researchers and they shall not be harmed or
adversely affected as the direct result of cooperating in a market
research project. 6. Market researchers shall never allow personal
data they collect in a market research project to be used for any
purpose other than market research. 7. Market researchers shall
ensure that projects and activities are designed, carried out,
reported and documented accurately, transparently and objectively.
8. Market researchers shall conform to the accepted principles of
fair competition.
11. Online Communities Includes Social networks (SNS = social
networks service), e.g. Facebook Bulletin boards / chat rooms
Marketing communities e.g. MyStarbucksIdea Research communities Ray
Poynter, Marketing Research & Social Communication, 2015
11
12. Online Communities Key features 1. Creation of a profile
Avatar can be as simple as a name, can also be an image 2.
Contribute Posts, photos, status, videos, comments, likes, ReTweets
3. Interact Messages, follow, friend, mail, invite Ray Poynter,
Marketing Research & Social Communication, 2015 12
13. Marketing Community e.g. MyStarbucksIdea Ray Poynter,
Marketing Research & Social Communication, 2015 13
14. Ideas, Votes & Comments Ray Poynter, Marketing Research
& Social Communication, 2015 14
15. Ideas, Votes & Comments Ray Poynter, Marketing Research
& Social Communication, 2015 15
16. Beyond Social Media Ray Poynter, Marketing Research &
Social Communication, 2015 16
17. Research Communities A community created specifically to
conduct market research Can be: Small or large (30 to 100,000
members) Short term or long term (one week to many years) Usually
Private, only the company who created it can see it and use it
Recruited from Customers, the members tend to be customers of the
brand Branded, the members know who is running the community Ray
Poynter, Marketing Research & Social Communication, 2015
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18. Different types of research communities MROC Market
Research Online Communities Typically small (30 to 300),
qualitative, short and long term Community Panels Typically larger
(3,000 to 100,000), usually long term, usually focused on surveys
Insight Communities Typically larger (3,000 to 50,000), usually
long term, qual and quant Ray Poynter, Marketing Research &
Social Communication, 2015 18
19. What is an online research community? 1. Private 2. Branded
3. Customers 4. Community 5. Online 6. Used for research Telstra,
the biggest telco in Australia My Telstra Experience 18,000 Telstra
customers Representative of customers Engaged and responsive
20. Why are most communities based on customers? These days,
most research is based on customers, e.g. customer satisfaction,
NPD, and pricing research Communities usually focus on engaging
customers in order to gain deeper insights The brand and customers
share a community of interest If I am a customer of Seibu stores
then if I help the brand get better, I benefit But, if I am not a
customer, there is no benefit to me in helping Seibu Ray Poynter,
Marketing Research & Social Communication, 2015 20
21. Why are most research communities branded? Customers
usually want to talk to brands, not to market researchers They
usually join a community so they can be listened to Branded
communities are seen as: More honest A conversation between the
brand and customer Co-creational Ray Poynter, Marketing Research
& Social Communication, 2015 21
22. Why are most research communities private? Most market
research is private, which is also true for communities 3 Core
reasons 1. Brands want to develop a competitive advantage 2. Most
things brands explore they do not implement. Ideas that are tested
are not plans, they should not be publicly announced 3. Brands and
customers can be much more honest if the conversation is private
Ray Poynter, Marketing Research & Social Communication, 2015
22
23. Why are some research communities short term and some long
term? A. Short-term communities are used to answer a specific
research question They are an alternative to focus groups or a
survey B. Long-term communities represent: 1. A long-term
commitment to be customer- centric and to involve customers more 2.
A resource that allows fast and low-cost research to be conducted
Ray Poynter, Marketing Research & Social Communication, 2015
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24. How are research communities recruited? Remember most
communities are based on customers 1. Customer lists especially for
service brands (banks, online retailers, airlines etc) 2. List
providers and access panels 3. Advertising, direct mail and
promotions 4. Social media Ray Poynter, Marketing Research &
Social Communication, 2015 24
25. How are research communities motivated? Typically research
communities use a combination of extrinsic and intrinsic
motivations Extrinsic motivations Rewards that are transferable,
for example cash or points Intrinsic motivations Things that make a
person feel better about themselves, such as praise or seeing that
their suggestion has been implemented The larger the community, the
longer-term the community, and the more engaged it is, the more
that intrinsic motivations tend to used A short-term community with
non-customers is often based only on extrinsic rewards A long-term,
highly engaged community of customers is often largely or entirely
based on intrinsic rewards Ray Poynter, Marketing Research &
Social Communication, 2015 25
26. What are the research issues with research communities? The
research issues that arise with research communities all relate to
bias Because they typically require more commitment in time and
effort they tend to under-represent the disinterested (plenty of
positive and negative people) In long-term projects the
participants become more knowledgeable Which can make them more
useful as well as less typical Projects that require repeated
measures, such as tracking are less suitable for research
communities Ray Poynter, Marketing Research & Social
Communication, 2015 26
27. Why do organisations use Research Communities? A. To get
closer to customers. There is a limit to what one-off surveys and
focus groups can deliver B. Because they can deliver: Faster
research because people are already recruited Cheaper research on a
per project basis, as costs are shared across projects Better
research when more involvement is required Ray Poynter, Marketing
Research & Social Communication, 2015 27
28. AFL Example Ray Poynter, Marketing Research & Social
Communication, 2015 28
29. Typical Projects with an Insight Community Short survey:
Since all previous answers are stored, things like demographics do
not need to be asked. Surveys often only last 5 minutes, often with
1 or 2 day turnaround. Online focus group: Who can join a
discussion tonight? when an important topic breaks Online
discussion: to explore concepts more deeply, selecting people based
on earlier responses Ray Poynter, Marketing Research & Social
Communication, 2015 29
30. Types of Research Conducted via Communities? Short-term
MROC Long-term MROC Insight Community Concept Screening +++ +++ +++
Ideation +++ +++ +++ Ad Creation +++ +++ +++ Long-term/
Longitudinal - + +++ Ad Testing - - ++ Customer Satisfaction - - ++
U&A - - ++ Tracking - - + Market Sizing - - -
31. Beer Example Ray Poynter, Marketing Research & Social
Communication, 2015 31
32. Key Words Online Community: Any community that functions
online, from Facebook to small bulletin board sites Research
Community: An online community created for market research MROC:
Market Research Online Community, typically a small community used
for qualitative research Extrinsic Rewards: Things like cash which
have a value to other people. Intrinsic Rewards: Things that make
people feel better about themselves, such as praise or seeing their
suggestion implemented Ray Poynter, Marketing Research & Social
Communication, 2015 32
33. Big Picture 1. Online research communities are typically
Private Branded Based on customers 2. They can be Short or long
term Small or large Qual, Quant, or Qual and Quant Ray Poynter,
Marketing Research & Social Communication, 2015 33
34. How would you tackle these research problems? A. Your own a
chain of stores, you notice fewer people shop in the back left
corner. How will you find out why? B. You are Telstra and you want
to change the ways bills are organised, making it easier for
customers to pick the right option. How will you research it? C.
You are Kirin, the distributor for Pepsi. You have 10 new ideas for
flavours, but you can only launch 2. How will you pick which 2? D.
You are ANA airline and you want to measure the satisfaction of
your business flyers, how will you do it? Ray Poynter, Marketing
Research & Social Communication, 2015 34
35. Before Next Lesson 1. Think about the 4 research questions
on the previous slide 2. Read Chapter 19, Mobile Research, from the
textbook Ray Poynter, Marketing Research & Social
Communication, 2015 35
36. Questions? Ray Poynter, Marketing Research & Social
Communication, 2015 36
37. Quiz Lesson 11 Ray Poynter, Marketing Research & Social
Communication, 2015 37 Please complete the quiz sheet Put your name
on the sheet
38. Resources and Links Online Communities Are Better Than
Social Media Sites https://youtu.be/4FqyED14Ubs AFL - Vision
Critical Customer Story https://youtu.be/t1JvDMKEFGA Molson Coors -
Vision Critical Customer Story https://youtu.be/5QnoyelHKoM ESOMAR
Guidelines
https://www.esomar.org/publications-store/codes-guidelines.php Ray
Poynter, Marketing Research & Social Communication, 2015
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