From Panels to Collaborative Research

Insights Innovation Exchange | Atlanta | June 16th -18th 2014

Adriana Rocha | @adricrocha Co-founder & CEO at eCGlobalSolutions

A New Economic Model:

Ownership and Access is shared

between corporations and people.

The Collaborative Economy

Imagine this family going on vacation…

but they could tap the crowd to get what they need —without buying from companies

Funding

…use peer lending websites to borrow money from the crowd

–rather than go to a bank.

LendingClub enables crowd to be a bank

Hospitality

…stay at someone’s house–rather than a hotel.

AirBnb enables crowd to be a hotel

Food and beverage

…enjoy a home cooked meal from someone’s home kitchen—rather than eat at a restaurant.

Feastly enables your neighbors’ kitchens to be a restaurant

Goods and products

…get goods and products from the crowd for free –rather than buying at a store.

Yerdle enables neighbors to gift goods–rather than buy

And you can tap the crowd to get what you need—without buying from companies

Imagine you’re going on a business trip

Facilities

…rent office space from other companies that have extra space –rather than work with a traditional property manager.

LiquidSpace enables companies to rent from each other

Staffing

…hire people from the crowd–rather than working with traditional staffing agencies or HR.

oDesk enables crowd to be a workforce

Transportation

Use another person’s car–instead of buying from a Taxi Corporation.

Lyft enables crowd to be transportation

Get data from the Crowd

“I'm selling this data for $2 a day. If more people do the same, I'm thinking marketers could just pay us directly for our data.”

.

Crowd Interpretation

“I'm selling this data for $2 a day. If more people do the same, I'm thinking marketers could just pay us directly for our data.”

Co-ModeratorsCo-Analysts

TaskRabbit finds someone to do the work for you...

ModeratorsAnalysts

The impact of sharing can be huge!

Customers can buy once –and share many times amongst each other–reducing the need to buy again.

Question: Is this a business disruption?

Sharing is not new….

But now, people can use technology to do it at a scale without boundaries

B2B | B2C C2B | C2C

Companies risk becoming disintermediated by customers who connect with each other.

“The only way, is to let go

to gain more.”

Jeremiah Owyang

For companies to succeed in the collaborative economy

BMW expanding DriveNow car sharing program

HBO and DIRECTV – sharing panels and data

Needs: increase online panel size, improve engagement, convert members to Ratings Panel, attractive incentivesOffer: Access to its panel and DTV Ratings in Latin America

Common Goal: Integration of TV Ratings + Social Media and Primary Research Data

Needs: increase online panel size, improve engagement and panelist experience, feed Programming trackers

Offer: Access to its panel, HBO branded gifts and incentives

eCGlobal Core Panel

1.2 mi panelists in LATAM

Thousands interactions a day

>120 profiling variables

HBO Proprietary Panel

DIRECTV Proprietary Panel

Collaborative Research Network

Online Panels -> Collaborative Communities

Online Panel -> Collaborative Communities

Collaborative Recruitment Efforts

Shared Profiles

Shared Studies

HBO

DIRECTV

Private Dashboards

The sharing revolution isan stoppable movement*

*Caveat: The only way to stop this movement, is to stop the internet.

The Future?

Join the Movement!

Thank you! Adriana Rocha | @adricrocha

Co-founder & CEO at eCGlobalSolutions