Webinar: Structural Collaboration via MROCs
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Anouk Willems Senior Research Innovator Head of Research Communities Tom De Ruyck Webinar 06.26.2012 On-going Research Communities: towards structural collaboration with consumers
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Transcript of Webinar: Structural Collaboration via MROCs
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
utl
ine:
@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
@tomderuyck @anoukw1 Structural collaboration
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#Heinz Food community
@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
www.insites-consulting.com
New York – London – Ghent – Rotterdam – Timisoara
Tom De Ruyck Head of Research Communities [email protected]
Anouk WillemsSenior Research [email protected]
