Why Communities Are Taking over the Insight World
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Transcript of Why Communities Are Taking over the Insight World
Why are communitiestaking over the insight world?
Ray Poynter Dan Fleetwood
President, QuestionPro Communities Founder, The Future Place and NewMR
Agenda
❏ 15 years of growth
❏ Many Versions
❏ Customer Centricity
❏ Cost
❏ Speed
15 Years of Growth❏ 1999 Cluetrain Manifesto
❏ 2002 Friendster, 2003 MySpace
❏ 2004 Facebook
❏ Early 2000s Communispace, Join the Dots, Vision Critical
❏ GRIT – dominant new method over last few years
❏ ESOMAR GMR 5% of Global MR spend 2015
Multiple Dimensions
❏ Long-term vs Short-term
❏ Panel vs Community
❏ Qual vs Quant vs Qual & Quant
❏ Full service vs Assisted Service vs DIY
Image creator Robert Webb's Stella: http://www.software3d.com/Stella.php.
Customer Centricity
The Past
Markets+
Brands
Now
Customers
Customer Centricity
❏ Discussions instead of ad hoc surveys
❏ Connecting with customers, two-way communication
❏ Iterative thinking, leveraging agile approaches
❏ Crowdsourcing – more talent outside your organisation, than inside
❏ Longitudinal analysis, pre-profiled, engaged customers
Cost
❏ Short-term communities -> quality and ROI decision
❏ Long-term communities
❏ Higher initial cost (platform, recruitment, set-up)
❏ Low marginal cost per project
❏ Opportunities to monetize research
Speed
❏ It’s like having a roomful of customers
❏ Pre-profiled and incentivized
❏ Formats, tools, approaches prepared
❏ Days instead of weeks
❏ Hours instead of days
MVP
FinalProduct
Range of uses
Communities not great for:
❏ Market measurement – media measurement
❏ Spontaneous measurement – e.g. brand top of mind
❏ Non-customers
❏ Brand and Ad Tracking (but consider customer experience tracking)
The Future?
❏ Linking communities to other data
❏ Automation and AI – e.g. chatbots
❏ Larger communities
❏ Further blurring of MR vs Marketing
Big Picture
❏ Communities are mainstream – in many verticals they are the norm
❏ The 3 drivers are:
❏ Customer Centricity
❏ Cost
❏ Speed
❏ In the future bigger, linked to Big Data, with AI
Thank You
Ray PoynterNewMR
QuestionPro Communities - Innovation
❏ Ideation Engine
❏ Idea Board Module
❏ Social Listening
❏ Twitter Integration
❏ New Redesigned Community App
❏ Fully Integrated with Communities
Idea Board
❏ Members can post ideas
❏ Other members can vote and comment on these ideas
❏ Popular ideas bubble up to the top of the list
❏ Ideas can be shared on social media - Twitter and Facebook
❏ Idea status can be updated by the Community Manager
Idea Board
Social Listening
❏ Integrate your company’s Twitter account with your QP Community. ❏ Allow members or non-members to tweet at your company using a
predefined hashtag.❏ The idea will automatically get added to the community. ❏ All members will be able to vote on and give feedback about the
idea.
View on Twitter
View on Idea Board
View in Portal
New Community App - Key Features
❏ User News/Activity Feed
❏ Distribute Messages Dynamically
❏ Points & Leaderboard
❏ Levels/Gamification
❏ Refer-a-Friend/Share app
❏ Quick Polling Feature
New Community App
Screenshots:
❏ User Feed
❏ Leaderboard
❏ Discussion
Thank You
Dan FleetwoodQuestionPro
Q and A
Ray PoynterNewMR
Dan FleetwoodQuestionPro