Join us in Boston (US) on June 24 for the ESOMAR 3D Digital Dimensions Event 2013. Together with IKEA, Tom De Ruyck will present insights into the key marketing challenge global brands like IKEA are confronted with: How to ensure that global communication efforts stay locally relevant. The annual catalogue is IKEA’s main communication channel with existing and potential customers globally. In this presentation Tom will demonstrate how the 2013 edition of the catalogue was evaluated through research communities in five different countries.
In October 2012 we officially launched our Global Community Moderator Network, a network of freelance local moderators in over 30 countries across all continents, supporting us in the execution of our international Consumer Consulting Boards. The moderators are recruited based on their qualitative research experience and (more importantly) they are trained and certified in running InSites Consulting Boards. In order to guarantee the highest quality possible in the most consistent way, we focus strongly on selection, training… But it does not stop there.
As published on Quirk’s in April 2013. There will always be a gap between what a consumer is sharing and how a researcher understands it. This disparity is created by a gap in culture, generation or objective knowledge. These different gaps make it difficult for a researcher to put things in the right perspective. But consumers can help us out. By becoming our co-researchers, they complement the researcher’s tasks and help to find more and new insights that would otherwise not have been captured.
Online research communities are key to a company’s toolbox in order to reach structural collaboration. On Friday April 19, Tom De Ruyck and Anouk Willems will elaborate on what’s next for research communities in terms of new tools and new possibilities in an MRS workshop in London. They will pay special attention to how to really engage with consumers, how to report results in an impactful way and how to embed this voice of the customer within all departments of the organization. In other words, how to give consumers a seat on the board of your company via a Consumer Consulting Board.
The presence of European and international institutions makes Brussels one of the most important decision making centers in the world. This development has had a major impact on the demographic movement towards this European city. And this trend is not only visible in Brussels and among political expats, but can be seen as a global trend across all age categories. A research report from the European Union showed that since the launch of the Erasmus exchange program in 1987, 3 million students spend time studying abroad, with an 8.5% increase between 2010 and 2011.
This year the annual MRS conference in London had the promising theme ‘Shock of the New’. Overall, it was a good conference with great speakers, particularly on day one. Here is a snapshot of the sessions I attended.
On Thursday March 21, the management team of De Lijn (the Flemish public transport company) held their annual Forum. Over 400 employees of De Lijn gathered in Brussels (BE) to discuss the past year and to look at current and future challenges. The theme of the forum was ‘passion for the customer’. InSites Consulting (in the presence of Thierry Meerschaert and myself) was invited to bring ‘the voice of the customer’ to life at this forum.
According to the latest GRIT results, 83% of research buyers is thinking about starting an Online Research Community or has already done so. Clearly, the method is maturing. And so are the types of questions our clients and competitors are asking. This week, Tom and I gave a full-day workshop on running Online Research Communities as part of the MOAcademy (Dutch center for information-based decision-making & market research). During the workshop, all questions were captured on the Wiki Wall and clustered in different phases of running an Online Research Community.
Market Research Online Communities (MROCs) or Consumer Consulting Boards, as we like to call them, have become increasingly popular in recent years as a qualitative market research method. At InSites Consulting, we conduct hundreds of consumer communities every year for global, national, as well as regional brands. But, what about patient communities? Traditionally, the healthcare sector is conservative and very traditional in terms of market research methods, especially compared to for example Media and FMCG companies… However, exciting developments are taking place in the field of healthcare market research! Read on to find out more about how we take healthcare companies to the future.
We all know social media has gained considerable human relevance. User-created content, citizen journalism and online social interactions are embedded into the daily lives of consumers. And it goes without saying that these evolutions have and are still changing the entire market research process and industry. Market research has changed from asking questions to having conversations with consumers. And Online Research Communities have proven to be a viable environment to engage with consumers as well as marketing executives in a connected and participatory way. But what makes research communities so unique?