The richness of ‘consumers insights’, source of growth online... · 2018. 9. 27. ·...

Quali Online Communities The richness of ‘consumers insights’,

source of growth

Corinne Rosinski, Managing Director JPCR and Charles-Xavier Tulkens, Responsable Marketing

Intelligence Ethias, for Research CMI Commission UBA, 8th October 2015

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Content of this presentation

I. Vision online communities: to involve your consumers and internal teams

II. Quali online communities: how it works

III. Business case Ethias

IV. Other examples of applications (multi-sectors)

V. Conclusions: 10 golden rules to maximize success

I Vision online communities:

to involve your consumers and internal teams

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Generation C (Content, Creativity)

The web

=

World’s largest creative

department

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Generation P (Participation)

Science &

technology Feminine values

Education Open World

End of the traditional model “producer/consumer” relationship: realising that the entire world could be your advisor.

Re-invent Marketing, Advertising, Innovations… and

Market Research

Drivers of Generation P:

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Changing rules: a paradigm shift for market research

Consumers

Respondents

Transactional analysis:

Parent <> Child relationship

“1 way”

Silos

Passive

Old model (“Panel”) New model Community

People

Partners, stakeholders

Transactional analysis:

Adult <> Adult relationship

“2 ways”: conversation, dialogue

Collaboration, co-creation

Active, engaged

Key success factors: PERSONAL/ « human » size, QUALITY, MOTIVATION, ACTIVE

Versus: big size but impersonal/anonymous and passive!

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Global Business Objective

It is about lightening the way,

by pro-actively engaging your consumers

and uncover actionable insights

in order to inspire your internal teams

and to feed Plans to achieve business growth.

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Real partnership Client teams-Researcher-Consumers

Consumers as partners

The process = partnership Client teams-Researcher-Consumers (Triangular

relationship) instead of Linear (Client teams Researchers Consumers)

A continuous relationship with participants: build projects together build trust

relationship more depth and commitment

Researchers Client

teams

Consumers

II

Quali online communities: how it works Our experience with our Vox Populi® platform

Vox Populi Blog® - In practice

Creation of an “ad-hoc” online community of +/- 30 persons, during +/- 2 weeks

– number + period is indicative – flexible according to research scope/needs

Quality recruitment

Individual telephone interview by moderators before the start of the blog

Daily interaction with participants

Individual answers, followed by interactivity between participants (collective perspective)

Access/ connection in real time for the client

Analysis / full report with key conclusions & recommendations

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•« In-vivo », authenticity,

into people intimacy

•More in-depth

•Opportunity to give

« missions » to

participants

•Rich material collected

(verbatims + photos,

reportages, videos,

concrete cases…)

•Connection for the client

team

Proximity of the

expérience

Individual

&

Collective

Over a « long »

period

•Individual answers first

•Collective interaction

•Participative research

(motivation high)

•No influence of group

leader/moderator

•Interactive with the

client team (through

JPCR)

•Spontaneous + “well

thought” feed-back

(maturity/microcosm)

•Evolutive & interactive

research – “sequential

recycling”

•Give “missions” to

participants, co-

creation…

•Lots of topics in-depth

•Evolution towards

permanent

« community »: multiple

waves

Vox Populi Blog®: 3 Broad Types of benefits

(vs traditional quali)

Geographical spread across Belgium

Other European countries

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Vox Populi Communities

Dedicated Communities for our clients

“Human” size: grow progressively

Conduct regular (short) waves (online / offline) according to needs (2, 3, 4…days):

Provide rich and actionable results, in a flexible, quick and cost-effective way

Feed different departments with useful consumer insights that can maximize the development and

success of their campaigns / actions (ATL / BTL).

A variety of topics, according to internal needs: e.g.

– Insight generation

– Client experience

– Concept testing

– Advertising Pre-tests, Post-tests

– Below the line: insights, pre or post tests

– …

Client connections : as many as required

Toplines (conference call) to share key results 48h after end of fieldwork

Report with results, conclusions and recommendations

• Flexible

• Rich and inspiring

• Actionable

• Quick

• « Cost effective »

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Vox Populi Blog®: In practice...

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Welcome participants, presentation of the subject

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Presentation of the participants

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Example of question – Explorative quali

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Richness of the verbatims – Explorative quali

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Group dynamic: interaction between participants

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Group dynamic: interaction between moderator and

participants

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Extensive moderation (one to one)

III

Business case Ethias

Volkswagen 2015

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Ethias 2013 – Comment en est-on arrivé là ?

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Ces insights sont-ils pertinents ?

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Lancement de l’étude Insights consommateurs Auto

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Récolte d’insights et réponses associées

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18 insights

spécifiques à

l’assurance

Auto

Les visuels sont testés …

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Les visuels sont testés …

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Top 1

(FR/NL)

Top 3

(FR/NL)

Négatif

(FR/NL)

• Le préféré par la majorité

mais polarisant

• Impact+ et hyper clair

• Optimiser en montrant des

« personnages souriants »

dans l’exécution!

• Alternative moins risquée

que Funérailles, Humour.

• Mais approche moins claire

et percutante

• Visuel assez négatif et

manque total de clarté!

… ainsi que les slogans

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… ainsi que les slogans

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• Préférence pour « Dites adieu

à votre franchise auto »

• Court, simple et clair

• Idem FR • « Zeg de vrijstelling van uw

autoverzekering vaarwel » est

trop long; le mot « franchise »

est connu de tous

Pour dégager des conclusions actionnables

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La campagne Auto Ethias

Un autre exemple de créations pour l’Assistance

Insight consommateur : « Une assistance complète est forcément chère »

Réponse d’Ethias : “Une assistance complète ne doit pas être forcément chère”.

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Route 1 : Covered Route 2 : Psy Route 3 : Accident


Insight consommateur : « Une assistance complète est forcément chère »

Réponse d’Ethias : “Une assistance complète ne doit pas être forcément chère”.

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Route

gagnante

(FR/NL)

Polarisant

(FR/NL)

Faible

(FR/NL)

Route 1 : Covered Route 2 : Psy Route 3 : Accident


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Amélioration du concept sur base des insights consommateurs récoltés.

Assistance = aide

d’urgence pour la

voiture

Evoquer des

situations concrètes

(pas rocambolesques)

Dire en quoi

l’Assistance est

complète et pas chère

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Merci

pour votre attention

IV

Other examples of applications (multi-sectors)

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Enrich quanti

Customer experiences,

testimonials

•Compelling stories

•« Best and worst » experiences

Exploratory Quali

Consumer insights

• Consumption/usage habits

• Motivations & barriers

• Needs & expectations

Enrich quali

Ethnographic approach

•Reportages in-home & out-of-home

Enrich quanti

Consumer Portraits

•Segmentations

Enrich quali

Missions to participants Reportages

•Mystery shopping

•Advertising

•Brand image

Enrich quali

Missions to participants Tests & collages

•Product tests, test services

•Collages brand image

•Brand values / Corporate values

Test stimuli

•Concept tests

•Product tests

•Advertising pre-tests (and post-tests)

•Activation tests

•Letters, folders, loyalty programmes

•Websites, online tools

•Value proposition

Enrich quali

« Shopper » experience Reportages •Shopping experience

•Customer journey

•Path to purchase

•Triggers & barriers, influence sources

. Co-creation

• Product innovation

• Shopping experience / ideal shelf

• Ideal customer journey

• Brand image: to be

• Build loyalty

• Values

Tailor-made approach / 360°/ Online and offline Missions

Wide application opportunities

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Enrich quanti


testimonials



Exploratory Quali

« Le vécu »




Enrich quali



Enrich quanti

Consumer Portraits

•Segmentations

Enrich quali


•Mystery shopping

•Advertising

•Brand image

Enrich quali





Test stimuli

•Concept tests

•Product tests


•Activation tests




Enrich quali


•Customer journey

•Path to purchase


. Co-creation





• Build loyalty

• Values



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Example: « Culinary aid in-home »

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Example: « Meat at home »

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Example: « your bathroom / toilet »

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Example: « Lavatory care routine »

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Example: « les courriers publicitaires reçus à la maison »



Example: « Make-up and me »

MAKE-UP AND MEStefanie V.

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Enrich quanti


testimonials



Exploratory Quali

« Le vécu »




Enrich quali



Enrich quanti

Consumer Portraits

•Segmentations

Enrich quali


•Mystery shopping

•Advertising

•Brand image

Enrich quali





Test stimuli

•Concept tests

•Product tests


•Activation tests




Enrich quali


•Customer journey

•Path to purchase


. Co-creation





• Build loyalty

• Values



Shopper experience

Example: reportage on “Experience in the shop”

Example: « your experience of the butchery section at Colruyt

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Shopper experience

Example: reportage on “Experience in the shop”

Example: « your experience of the new Happy D shop » (Lille)

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Shopper experience

Example: reportage on “Customer journey”

Example: « your mortgage loan journey »

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Enrich quanti


testimonials



Exploratory Quali

« Le vécu »




Enrich quali



Enrich quanti

Consumer Portraits

•Segmentations

Enrich quali


•Mystery shopping

•Advertising

•Brand image

Enrich quali

Missions to participants Collages



Test stimuli

•Concept tests



•Activation tests




Enrich quali


•Customer journey

•Path to purchase


. Co-creation





• Build loyalty

• Values



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Co-Creation with ‘Early adopters’

Example: « Smart energy box Electrabel »

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Co-creation with consumers

Example: Collages Shopper – Ideal shop

Example: Ideal shop for the future (Carrefour)

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Example: Brand promise: generate content/ideas

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Example: Collages Shopper – Ideal shelf

Example: Ideal shelf « Fruit juices »

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Conclusions: 10 golden rules to maximize success

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Key Success factors – Research / Client collaboration

Close collaboration with client team: good understanding of business issues, involve client,

make it alive…

Internal “buy-in from” client teams: opportunity for the client’s team to connect with your

consumers, flexibility to capitalize on learnings and inject new questions during fieldwork

Timing: capacity to quickly set-up a test and obtain quick toplines

Relevant business analysis with clear and actionable conclusions & recommendations

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Key Success factors – Research / Methodology

The quality of the research team

The quality and motivation of the participants (“casting”) thanks to our unique selection process

(cf. telephone call with each participant before the start of the blog)

Methodology: first individual answers, then collective perspectives (richness + avoid biais);

asynchrone (flexibility for participants to freely express themselves, home…)

The performant, simple, convivial and interactive platform

The set-up / discussion guide (with various types of questioning / missions…), making it a joyful

experience for participants

The quality of the moderation: “artisanal” in-depth work, on a daily basis

Clos de la Futaie 5 | 1410 Waterloo Belgique

T: +32(0)2.376.52.10

F: +32(0)2.376.52.14

[email protected] | www.jpcr.be

www.vox-populi.com/about

http://jpcr.typepad.com/your-coach-for-innovation/

Contact:

Corinne Rosinski | Jean-Paul Crabbé

http://www.jpcr.be/

http://www.vox-populi.com/about










The richness of ‘consumers insights’, source of growth online... · 2018. 9. 27. ·...

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