Anouk WillemsSenior Research Innovator

Head of Research Communities

Tom De Ruyck

Webinar 06.26.2012 On-going Research Communities: towards structural collaboration with consumers

1. What is it?2. How we do it?3. Towards structural collaborationO

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@tomderuyck @anoukw1 Structural collaboration

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Questions?

Your customers are probably the most effective consultants you can hire

@tomderuyck @anoukw1 Structural collaboration

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What is an MROC? An MROC defined by Forrester Research (2008):

[Captive interactive groups of people online joined together by a common interest, which are systematically harvested for qualitative market research purposes.]

@tomderuyck @anoukw1 Structural collaboration

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#Profile Number DurationObjectives

@tomderuyck @anoukw1 Structural collaboration

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4 key ingredients We work with 50-150 people that are interested & interesting. The duration of the community is flexible from 3 weeks to months & ongoing, depending on the objectives.

Ongoing ≠ always onStructural collaboration is not an ongoing community that is always on per se. Depending on the objectives and number of questions you have, communities can be reactivated in waves as well.

@tomderuyck @anoukw1 Structural collaboration

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How to start?

@tomderuyck @anoukw1 Structural collaboration

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#SBS communities

@tomderuyck @anoukw1 Structural collaboration

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#Sara Lee coffee community

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#Heinz Food community

@tomderuyck @anoukw1 Structural collaboration

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@tomderuyck @anoukw1 Structural collaboration

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1. Choose a pilot project

@tomderuyck @anoukw1 Structural collaboration

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2. Involve key influencers

@tomderuyck @anoukw1 Structural collaboration

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3. Measure your success

@tomderuyck @anoukw1 Structural collaboration

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4. Share it!

@tomderuyck @anoukw1 Structural collaboration

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Internal

@tomderuyck @anoukw1 Structural collaboration

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@tomderuyck @anoukw1 Structural collaboration

Webinar:

Internal

@tomderuyck @anoukw1 Structural collaboration

Webinar:

Internal

@tomderuyck @anoukw1 Structural collaboration

Webinar:

Internal

@tomderuyck @anoukw1 Structural collaboration

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@tomderuyck

External

@tomderuyck @anoukw1 Structural collaboration

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@tomderuyck @anoukw1 Structural collaboration

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It’s an EVOLUTION, not a REVOLUTION!

@tomderuyck @anoukw1 Structural collaboration

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@tomderuyck @anoukw1 Structural collaboration

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Sharing IS caring

@tomderuyck @anoukw1 Structural collaboration

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@tomderuyck @anoukw1 Structural collaboration

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3 ke

y ta

keaw

ays 1/ Your customers are the best

consultants: they are for hire!

2/ Structural collaboration is an end goal, and requires a step by step approach

3/ A pilot project is the first step towards structural collaboration

1. What is it?2. How we do it?3. Towards structural collaborationO

utl

ine:

Questions?

Anouk WillemsSenior Research Innovator

Head of Research Communities

Tom De Ruyck

@tomderuyck @anoukw1 Structural collaboration

Webinar:

linkedin.com/in/tomderuyck

@tomderuyck

tom@insites-consulting.com

www.insites-consulting.com

New York – London – Ghent – Rotterdam – Timisoara

Tom De Ruyck Head of Research Communities Tom@insites-consulting.com

Anouk WillemsSenior Research InnovatorAnouk@insites-consulting.com