2012 asc walking_thetalk_final_wnotes
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Walking the Talk Co-creating the future of online research communities Senior Research Innovator Thomas Troch Think Opportunity! Smart Research Technology for Cost-Conscious Times ASC | London, 27.04.2012 Head of Research Communities Tom De Ruyck
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Transcript of 2012 asc walking_thetalk_final_wnotes
Walking the TalkCo-creating the future of
online research communities
Senior Research Innovator
Thomas Troch
Think Opportunity! Smart Research Technology for Cost-Conscious TimesASC | London, 27.04.2012
Head of Research Communities
Tom De Ruyck
Impact of economic uncertainty on market research
Less dollars will be available for new studies…
@thomastroch
“Market Researchers: A Compass In The Financial Sandstorm” (Bortner, 2008)
Impact of economic uncertainty on market research
Less dollars will be available for new studies…… while the business will demand more new ideas than ever.
@thomastroch
“Market Researchers: A Compass In The Financial Sandstorm” (Bortner, 2008)
Background in Industrial Design
@thomastroch
Constraints and a good old paradox are the perfect ingredients to stimulate creative solutions.
“Serendip Multimedia Research Device” (Troch, 2010)
RESEARCHCOMMUNITY
ONLINE
@thomastroch
RESEARCHCOMMUNITY
ONLINE
carefully screened group of consumers
gathered around a common interest
@thomastroch
RESEARCHCOMMUNITY
ONLINE
carefully screened group of consumers
gathered around a common interest
joining a closed online platform
longitudinal connection
managed by passionate moderators
@thomastroch
RESEARCHCOMMUNITY
ONLINE
carefully screened group of consumers
gathered around a common interest
joining a closed online platform
longitudinal connection
managed by passionate moderators
co-creation & collaboration
perceptions
motivations
underlying emotions
aspirations
@thomastroch
How to evaluate research methodologies and
stimulate research innovation?
@thomastroch
Automational benefits
Informationalbenefits
Transformationalbenefits
“The capabilities of market driven organizations” (Day, 1994)
Everybody Famous community
Automational benefits of #MROC
cluster ad hoc research questions in a longitudinal communityinvolve not more participants than necessary (50-150)
Everybody Famous community
Automational benefits of #MROC
cluster ad hoc research questions in a longitudinal communityinvolve not more participants than necessary (50-150)
Everybody Famous community
Automational benefits of #MROC
cluster ad hoc research questions in a longitudinal communityinvolve not more participants than necessary (50-150)
access more research results faster and in a cost-efficient way
Informational benefits of #MROC
longitudinal and asynchronous connectionintegrated multimedia toolsgame thinking
The Heineken Concept Club community
Informational benefits of #MROC
longitudinal and asynchronous connectionintegrated multimedia toolsgame thinking
The Heineken Concept Club community
Informational benefits of #MROC
longitudinal and asynchronous connectionintegrated multimedia toolsgame thinking
The Heineken Concept Club community
The Heineken Concept Club community
Informational benefits of #MROC
longitudinal and asynchronous connectionintegrated multimedia toolsgame thinking
discussions excel in number, length and richness
Transformational benefits of #MROC
consecutive learning over timeco-creation and iteration of ideas and concepts
My Transfer Idea community
Transformational benefits of #MROC
consecutive learning over timeco-creation and iteration of ideas and concepts
My Transfer Idea community
Transformational benefits of #MROC
increasing the impact of research and embedding the voice of the customer within the organization
My Transfer Idea community
consecutive learning over timeco-creation and iteration of ideas and concepts
Online ResearchCommunity
Colleagues
Research participants
Clients
How to go beyond the current benefits to combine
an efficient approach with an engaging and impactful
@thomastroch
experience?
#MROC Coffee&Learn.
#MROC Coffee&Learn.
Co-creation with colleagues
debugging and prioritizing software roadmaptips & tricks for managing MROCsguidelines for efficient analysis
#MROC Coffee&Learn.
Co-creation with colleagues
debugging and prioritizing software roadmaptips & tricks for managing MROCsguidelines for efficient analysis
#MROC Coffee&Learn.
Co-creation with colleagues
debugging and prioritizing software roadmaptips & tricks for managing MROCsguidelines for efficient analysis
#MROC Coffee&Learn.
Co-creation with colleagues
debugging and software roadmaptips & tricks for managing MROCsguidelines for efficient analysis
automational improvements
@thomastroch
#MROC Walk the Talk community, 2012
#MROC Walk the Talk community, 2012
Co-creation with research participants
it’s not about social tools, but about collaborationfine-tuning gamification visionhow to give constructive feedback
#MROC Walk the Talk community, 2012
Co-creation with research participants
it’s not about social tools, but about collaborationfine-tuning gamification visionhow to give constructive feedback
#MROC Walk the Talk community, 2012
Co-creation with research participants
it’s not about social tools, but about collaborationfine-tuning gamification visionhow to give constructive feedback
#MROC Walk the Talk community, 2012
Co-creation with research participants
it’s not about social tools, but about collaborationfine-tuning gamification visionhow to give constructive feedback
informational improvements
@thomastroch
#MROC Client Connect Day Rotterdam, 2010
#MROC Client Connect Day Rotterdam, 2010
Co-creation with clients
tools to convince colleagues of conversation visionImpactful communication for maximum ROItools to leverage research externally
#MROC Client Connect Day Rotterdam, 2010
Co-creation with clients
tools to convince colleagues of conversation visionimpactful communication for maximum ROItools to leverage research externally
#MROC Client Connect Day Rotterdam, 2010
Co-creation with clients
tools to convince colleagues of conversation visionimpactful communication for maximum ROItools to leverage research externally
#MROC Client Connect Day Rotterdam, 2010
Co-creation with clients
tools to convince colleagues of conversation visionimpactful communication for maximum ROItools to leverage research externally
transformational improvements
Conclusion
creativity is key in times of economic uncertaintydo more with less and evaluate your methodsco-create value with your stakeholders
Conclusion
creativity is key in times of economic uncertaintydo more with less and evaluate your methodsco-create value with your stakeholders
Conclusion
creativity is key in times of economic uncertaintydo more with less and evaluate your methodsco-create value with your stakeholders
