pioneering online community panels in brazil by rodrigo toni of flyfrog - presented at insight...
DESCRIPTION
Brazil tends to be very conservative an environment for Market Research. Online surveys are still at its infancy in this country, and many people see new ways to collect data with mistrust. Clients are suspicious about online surveys for several reasons. To make matter worse, many of the research vendors still do not know how to deal with the particularities of using the internet for conducting surveys. Luckily, on the client side there are always pioneers who, envisioning the potential of new ways of collecting data, decide to invest in new ways of doing research. Online Community Panels have a few characteristics that arouse suspicion. Not only do they use the web to recruit and interact with consumers; they are also a new way to interact with consumers: consumers will give their feedback on constant bases for long periods, over different themes. This is a new way to see Market Research and needs to be well understood. We will report why we believe there is a lot of space for Community Panels in Brazil; How to convince clients that this is a very advantageous way to get consumer feedback and insight; The arguments that are used to convince them that the advantages by far outweigh the challenges of doing a Community Panel. We want also to discuss how to mitigate some of the prejudices associated with the online communities. Furthermore, in this paper we will examine the practical hurdles we have found to recruit and manage a panel in Brazil; the local solutions that we have found. Finally, we will discuss some of the advantages of a Community Panel and how they have been used to the benefit of the client. The client themselves will tell how they have convinced the organization to embrace this innovative initiative; how they have been using the Panel; what types of surveys they have migrated to the panel and the benefits they see in using it.TRANSCRIPT
Online Customized Communities
The Brazilian caseBy Rodrigo Toni, flyfrog´s
founderIIeX, March 2013
index
Space for Customized Communities in BrazilWhy it is an advantageous way to get consumer
feedback; How to mitigate prejudices.
Practical hurdles to recruit and manage a community in BrazilLocal solutions.
Community from client´s point of viewHow they have convinced the organization to
embrace;Benefits;How we have been using the communities.
Space for Customized Communities in Brazil Several Qual communities
Very few Quant/Qual communities
Several companies are interested
Hurdles Will we generate the demand/enough work?Will it be biased? Identified or unidentified?How to justify significant investment in an
unknown mode?
Space for Customized Communities in BrazilWhy it is an advantageous way to get consumer
feedback; How to mitigate prejudices.
Practical hurdles to recruit and manage a community in BrazilLocal solutions.
Community from client´s point of viewHow they have convinced the organization to
embrace;Benefits;How we have been using the communities.
Why it is an advantageous way to get consumer feedback Cost
Capacity - 36 studies per year
• Substituting 6/10 off-panel studies – pays full investment
• Next 30/26 studies virtually for free
Service internal clients with low or no budget
Qual and Quant
Why it is an advantageous way to get consumer feedback (cont.)
Involvement
Response rate
Quality of feedback
Why it is an advantageous way to get consumer feedback (cont.)
Speed
72-hour turnaround
Nice to know surveys
Quick access to low incidence targets
Space for Customized Communities in BrazilWhy it is an advantageous way to get consumer
feedback; How to mitigate prejudices.
Practical hurdles to recruit and manage a community in BrazilLocal solutions.
Community from client´s point of viewHow they have convinced the organization to
embrace;Benefits;How we have been using the communities.
How to mitigate prejudices
“It is online, thus we don´t reach the whole population”
C class is onlineA and B class are no longer reachable on face-
to-face
Plus, quality of questionnaires
How to mitigate prejudices (cont.)
“Will it be biased? - Frequent participation”
Feedback is very reliable they do care about the brand/community
If it is bad, they will say, as they want it to improve
How to mitigate prejudices (cont.)
“Will it be biased? – Identified or not?”
80% are identified They want the brand to improve
• Either because they are fans• Or because they might want to consume it if it
improves
It is not completely comparable to traditional surveys
Space for Customized Communities in BrazilWhy it is an advantageous way to get consumer
feedback; How to mitigate prejudices.
Practical hurdles to recruit and manage a community in BrazilLocal solutions.
Community from client´s point of viewHow they have convinced the organization to
embrace;Benefits;How we have been using the communities.
Practical hurdles to recruit and manage a community in Brazil
Lack of awareness
Regulation
Space for Customized Communities in BrazilWhy it is an advantageous way to get consumer
feedback; How to mitigate prejudices.
Practical hurdles to recruit and manage a community in BrazilLocal solutions.
Community from client´s point of viewHow they have convinced the organization to
embrace;Benefits;How we have been using the communities.
Community from client´s point of view
Budget cuts
Make the most out of the budget
Specific target
Simple studies
Space for Customized Communities in BrazilWhy it is an advantageous way to get consumer
feedback; How to mitigate prejudices.
Practical hurdles to recruit and manage a community in BrazilLocal solutions.
Community from client´s point of view How they have convinced the organization to
embrace;Benefits;How we have been using the communities.
How they have convinced the organization to embrace
How to justify significant investment in an unknown mode?
Arguments
• Value for money
• Speed
• Substitution of off-panel surveys
• Nice to have studies
• Low-budget categories
• Hard-to-reach targets
Pilot period
How they have convinced the organization to embrace (cont.)
Will we generate enough demand?
Yes!
Schedule planning
How they have convinced the organization to embrace (cont.)
How to manage incentives?
Extrinsic• Lucky draws
Intrinsic• Existing material• Survey results
Space for Customized Communities in BrazilWhy it is an advantageous way to get consumer
feedback; How to mitigate prejudices.
Practical hurdles to recruit and manage a communityin BrazilLocal solutions.
Community from client´s point of view How they have convinced the organization to
embrace;Benefits;How we have been using the communities.
Benefits
Immediate two-way communication with consumers
Longitudinal learning
Besides cost, speed, flexibility, etc.
Space for Customized Communities in BrazilWhy it is an advantageous way to get consumer
feedback; How to mitigate prejudices.
Practical hurdles to recruit and manage a community in BrazilLocal solutions.
Community from client´s point of view How they have convinced the organization to
embrace;Benefits;How we have been using the communities.
How we have been using the communities
A survey every 1-2 weeks
• Name testing
• Concept testing
• Product testing
• Habits
• Idea screening
• Line Optimization
• Shopping behavior
• Ad testing
Thank you!
www.flyfrog.com.br
All images are street art from São Paulo