ESOMAR BEST OF - GERMANY 2014

FRANKFURT / 17 FEBRUARY

PROGRAMME 14.30 – 15.00 Registration

15.00 – 15.15 OPENING AND INTRODUCTION TO THE PROGRAMME Joachim Rittchen, ESOMAR Representative for Germany

15.15 – 15.40 How Netnography Can Be Used to Unlock the Full Potential of Crowdsourcing Contests The case of the chocolate lovers contest Gregor Jawecki, HYVE, Germany

15.40 – 16.05 Multimode, Global Scale Usage Understanding respondent scale usage across borders and devices Melanie Courtright, Research Now, USA

16.05– 16.30 From Co-Creation to Structural Collaboration How online customer communities reshape business Tom De Ruyk, InSites Consulting, Belgium

16.30 – 16.45 Q & A

16.45 – 17.00 CLOSING Joachim Rittchen, ESOMAR Representative for Germany  

17.00 – 18.00 Networking drinks

SPEAKER PROFILES Gregor Jawecki Gregor Jawecki is Managing Director at HYVE Innovation Research, a company specialized in open innovation and co-creation. HYVE merges competencies in innovation and market research, industrial design and community software development to create tools which allow companies across all industries to collaborate more closely with consumers. Clients include Adidas, Audi, Beiersdorf, BMW, Danone, Daimler, Siemens, Swarovski and Unilever. Prior to HYVE he worked in the product development team at Volkswagen of America and finished his PhD studies at Innsbruck University. He is the author of articles on open innovation and co-creation and speaker at various conferences. Melanie Courtright Melanie has nearly two decades of experience designing, executing and interpreting research for agencies and corporations, and is sought out for her thought leadership in the next generation of data collection. Known as an expert methodologist, she is passionate about research sampling, quality and world class client service. Melanie spent over a decade at a full-service research firm in Dallas where she developed her strong research background, followed by nearly a decade specializing in all forms of digital research including online, mobile and social. Melanie has a Bachelor’s degree in business administration and marketing. She also serves on several quality councils and boards for industry organizations including the ARF, CASRO and MRA, and is a respected writer and speaker. Tom De Ruyk Tom De Ruyck is Head of Research Communities with InSites Consulting and in charge of InSites’ global activities in terms of community research: thought leadership, steering innovation and business development. InSites is one of the world’s leaders in this field: it has moderation teams in more than 30 countries worldwide and builds over 150 private online research communities a year for global clients like Heinz, Unilever, Danone, Red Bull, Heineken, IKEA, Microsoft & many more.

SPEAKER ABSTRACTS How Netnography Can Be Used to Unlock the Full Potential of Crowdsourcing Contests The case of the chocolate lovers contest Gregor Jawecki, Managing Director, HYVE, Germany Until now crowdsourcing contests (idea generation via online platforms) and netnography (ethnography adapted to the internet) have been understood as two distinct approaches. A first example of an intertwined crowdsourcing/ netnography project, more precisely the Chocolate Lovers Contest by Mondelēz International (formerly Kraft Foods), is detailed in this presentation. By conducting a netnography-based content analysis of all contest output, an understanding of consumers’ needs and preferences underlying the submitted ideas were gathered. In addition netnographic validation in independent online communities provided insights into the ideas’ relevance for the general market as well as hints for further improvement. The presenters outline the research process and provide an understanding of generated results. Multimode, Global Scale Usage Understanding respondent scale usage across borders and devices Melanie Courtright, Senior Vice President of Operations - Americas, Research Now, USA What is the impact of using 4-, 5-, 7-, 10- and 100-point scales on the internal consistency and reliability of survey data? What is the impact of using rich media and plain scales on the consistency and reliability of mobile survey data? Does the inclusion or exclusion of a neutral point have an impact on respondents’ evaluation of products or constructs? We’ll extend earlier research by comparing differences in response styles and scale reliabilities using multiple measurement scales. We’ll also examine the impact of dropping or retaining the neutral point in Likert-type scales, and address guidelines for designing global (online and mobile) surveys that yield more reliable results—all while adjusting for the impact of response styles across various countries and cultural regions. From Co-Creation to Structural Collaboration How online customer communities reshape business Tom De Ruyck, InSites Consulting, Belgium This presentation will examine the success factors for ‘structural collaboration’ with consumers and understand how to integrate the voice of the customer in all decision-making flows of your company. The presentation will provide an introduction into the world of co-creation & structural collaboration. It will then show how to conduct Market Research Online Communities (MROCs) and how to communicate research results within the company. It will then demonstrate the impact of structural collaboration on the organisation’s performance. Key takeaways from the presentation are: Understand the business benefits of structural collaboration with customers; Identify the key success criteria for implementing structural collaboration; Determine the organisational measures required for your company to move from one-off co-creation to structural collaboration.