A  Presenta*on  from  The  Fes*val  of  NewMR  –  Training  Day  

3  December  2012  

All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material  For  more  informa:on  about  NewMR  events  visit  NewMR.org  

Sponsored  by:  

See    the  eXhib:on  for  booths  from  media  partners  &  supporters  

An Introduction to MROCs and Community Panels  Ray  Poynter,  Vision  Cri0cal  University    

     

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

An Introduction to MROCs and Community Panels

Ray Poynter Director @ Vision Critical University

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

The Fastest Growing New Approach

Private Branded Research

Communities

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

Banana Republic

Private

Branded

Research

Community

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

Qual  

Key Dimensions

Days  

Years  

50,000+  30  

Qual  &  Quant  

MROC  

MROC  

Community  Panel  

Qual  &  Quant  

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

The Naming of Communities

PlaMorm  Names  

Client  Names  

Member  Names  

MROC  Community  Panel  

Insight  Engagement  

My  views  My  voice  

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

The Discovery Story

•  Launched  in  2007  •  Re-­‐launched  April  2012  with  VC  •  Currently  3,000  core  viewers  •  Response  rates  50-­‐55%  

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

Let Us Entertain You

Engaging,  interac*ve  

surveys  are  key  

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

Giving back

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

Uses of the Community

Programme  Tes*ng  

Start  of  Series  Tes*ng  

Talent  Tes*ng  

Sponsorship  Research  

Post  Campaign  Analysis  

Tes*ng  Print  

Topical  Research  

Monthly  Programme  Tracker  

The Institute of Directors

04/12/2012 11 Speaker Ray Poynter, Vision Critical University, UK Training Day – Session 1

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

Who are the Policy Voice members?

3,000  Policy  Voice    

members   MD,  CEO,  CFO  etc.  

Member    profile  85%  

are  male    

90%  are  between  40-­‐69  years  

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

The Media

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

Influence

Influencing  the  Budget    Policy  Voice  used  to  test    business  reac:on  to  a  possible    tax  change.  The  responses  fed  back  to  the  Chancellor.  

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

Credibility and Engagement

All  member  comments  are  

reviewed  Engaging  

No  fewer  than  1,000  

completes  per  survey  

Only  one  survey  a  month  to  set  expecta*ons  

Consistent  comple*on  rate  of  45%    

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

www.cathaypacificinsights.com

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

4 Weeks

Week 1 – Build community, recruit 600 members

Weeks 2-4 – Profiling questionnaire – 6 Surveys – Online discussions – Rapid feedback to multiple teams

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

I  was  interested  to  know  what  improvements  Cathay  plan  and  also  to  be  involved  with  those  in  some  small  

way.  

As  a  loyal  supporter  of  Cathay  Pacific  for  over  25  years,  I  felt  I  had  opinions  that  might  ensure  the  CX  brand  retained  its  high  

quality.  

Why did customers join…

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

A  very  well  executed  

experience,  I  like  the  easy  ways  the  ques:ons  were  set  up  and  convenient  for  me  to  respond.  

An  excellent  way  to  provide  feedback  on  

CX  product  &  services  -­‐  far  beUer  than  those  in-­‐flight  ques:onnaires.    Being  part  of  the  panel  makes  you  feel  closer  to  CX..  

How did customers find it …

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

Everywhere and anywhere

8%

12%    

80%    

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

Issues to Consider?

1.  Short-term or Long-term? 2.  Qual or ‘Quant + Qual’? 3.  Self-serve, Assisted, Full-service? 4.  Branded or Blind?

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

Short-Term Qual Tends to be a replacement for other research

– Groups, surveys, diaries

Often combined with high intensity research – Gamification –  Ideation, co-creation, auto-ethnography – Face-to-face elements

For example: – Website designing, concept development, story

creation

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

Long-Term Qual Commitment to long-term listening and co-creating

Seen as the representatives of the customers and as advisors

Usage includes: – Co-creating designs, materials, literature – Mystery shopping – Mass ethnography and auto-ethnography – Concept screening

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

Long-Term Qual & Quant

The cost benefits tend to be driven by the quant

Panel management is key

Usage examples: – Qual – Everything except where non-users or market

sizing or fresh sample is required

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

Incentives

Short-term Qual Tends to be $ Long-term Qual Intrinsic & Extrinsic Long-term Qual & Quant Intrinsic & Extrinsic*

*  With  Long-­‐term,  Qual  &  Quant  communi:es,  panel  management,  including  being  able  to  provide  intrinsic  rewards  and  managing  complex  extrinsic  rewards  is  key.  

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

Thank you

Ray Poynter Director @ Vision Critical University

Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1

Ray Poynter Email  Ray  @  ray.poynter@visioncri:cal.com    Follow  Ray’s  tweets  at  @  hUp://twiUer.com/raypoynter    Connect  with  Ray  on  LinkedIn  @  hUp://uk.linkedin.com/in/raypoynter    Find  out  about  Ray’s  book  at  @  hUp://bit.ly/cmFnbo    Check  out  Vision  Cri:cal  University  @  hUp://vcu.visioncri:cal.com/