why communities are taking over the insight world
TRANSCRIPT
Why are communitiestaking over the insight world?
Ray Poynter Dan Fleetwood
President, QuestionPro Communities Founder, The Future Place and NewMR
Agenda
❏ 15 years of growth
❏ Many Versions
❏ Customer Centricity
❏ Cost
❏ Speed
15 Years of Growth❏ 1999 Cluetrain Manifesto
❏ 2002 Friendster, 2003 MySpace
❏ 2004 Facebook
❏ Early 2000s Communispace, Join the Dots, Vision Critical
❏ GRIT – dominant new method over last few years
❏ ESOMAR GMR 5% of Global MR spend 2015
Multiple Dimensions
❏ Long-term vs Short-term
❏ Panel vs Community
❏ Qual vs Quant vs Qual & Quant
❏ Full service vs Assisted Service vs DIY
Image creator Robert Webb's Stella: http://www.software3d.com/Stella.php.
Customer Centricity
The Past
Markets+
Brands
Now
Customers
Customer Centricity
❏ Discussions instead of ad hoc surveys
❏ Connecting with customers, two-way communication
❏ Iterative thinking, leveraging agile approaches
❏ Crowdsourcing – more talent outside your organisation, than inside
❏ Longitudinal analysis, pre-profiled, engaged customers
Cost
❏ Short-term communities -> quality and ROI decision
❏ Long-term communities
❏ Higher initial cost (platform, recruitment, set-up)
❏ Low marginal cost per project
❏ Opportunities to monetize research
Speed
❏ It’s like having a roomful of customers
❏ Pre-profiled and incentivized
❏ Formats, tools, approaches prepared
❏ Days instead of weeks
❏ Hours instead of days
MVP
FinalProduct
Range of uses
Communities not great for:
❏ Market measurement – media measurement
❏ Spontaneous measurement – e.g. brand top of mind
❏ Non-customers
❏ Brand and Ad Tracking (but consider customer experience tracking)
The Future?
❏ Linking communities to other data
❏ Automation and AI – e.g. chatbots
❏ Larger communities
❏ Further blurring of MR vs Marketing
Big Picture
❏ Communities are mainstream – in many verticals they are the norm
❏ The 3 drivers are:
❏ Customer Centricity
❏ Cost
❏ Speed
❏ In the future bigger, linked to Big Data, with AI
Thank You
Ray PoynterNewMR
QuestionPro Communities - Innovation
❏ Ideation Engine
❏ Idea Board Module
❏ Social Listening
❏ Twitter Integration
❏ New Redesigned Community App
❏ Fully Integrated with Communities
Idea Board
❏ Members can post ideas
❏ Other members can vote and comment on these ideas
❏ Popular ideas bubble up to the top of the list
❏ Ideas can be shared on social media - Twitter and Facebook
❏ Idea status can be updated by the Community Manager
Idea Board
Social Listening
❏ Integrate your company’s Twitter account with your QP Community. ❏ Allow members or non-members to tweet at your company using a
predefined hashtag.❏ The idea will automatically get added to the community. ❏ All members will be able to vote on and give feedback about the
idea.
View on Twitter
View on Idea Board
View in Portal
New Community App - Key Features
❏ User News/Activity Feed
❏ Distribute Messages Dynamically
❏ Points & Leaderboard
❏ Levels/Gamification
❏ Refer-a-Friend/Share app
❏ Quick Polling Feature
New Community App
Screenshots:
❏ User Feed
❏ Leaderboard
❏ Discussion
Thank You
Dan FleetwoodQuestionPro
Q and A
Ray PoynterNewMR
Dan FleetwoodQuestionPro
