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.
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?
As published on Greenbook on Tuesday January 29, 2013. I often reflect on issues like ‘what if we could do…’ to spark my imagination and think about the future of our business. Many times I end up in science fiction-like scenes of ‘transporting’ and ‘de/rematerializing’, ‘traveling in time’, becoming ‘invisible’. Often nothing with real use so far, I have to admit. Until I recently read IBM’s 5 in 5 on cognitive computing. It literally and figuratively adds a lot of sense(s) to our profession.
According to the latest GRIT study, Marketing Research Online Communities (MROC) become more popular every day. Every 2 out of 3 research buyers wants an MROC.
Last week, I had the pleasure to pay a visit to our US team for the first time since we opened the office in New York about 6 months ago. This short blog post gives a status update on where we are today. Operating from a small office located in the heart of New York (Madison Avenue 232), our team consists of 4 bright and motivated people: Filip De Boeck (Managing Partner and US Country Manager), Niels Schillewaert (Co-founder & Managing Partner), Dennis Claus (Business Director) and Pamela Vastardis (Business Director). By October, Angie Deceuninck (Business Director) will reinforce the US team. Having started a green field operation in the Netherlands myself a few years ago, it was great to feel and recognize the vibes that typically go along with any start up.
“The future is unknowable but that shouldn’t stop us from trying to catch a glimpse of it. It’s what marketers want from their agencies. We need to get to the future first”
- Unilever CMO Keith Weed at a recent conference.
BRIC is the future!
InSites Consulting is now literally taking research forward. An in-depth qualitative study on how to conduct online research communities in the BRIC countries provided us with the necessary knowledge to expand our horizon. Already want to test your knowledge? Click here and check in for a trip around the world! BRIC countries are more than ever in the spotlights as developing countries. They bring a global shift in the economy. Together they will outperform the current G6 industrialized countries in the coming decades.
Leonard Murphy (@lennyism) recently interviewed our CEO Kristof De Wulf for the ‘CEO series’ on the GreenBook blog. The GreenBook is a very influential online information source for marketing researchers, especially in the United States.
Leonard Murphy described InSites Consulting as follows: “One of those companies that just has ‘it’; smart, creative, bold, focused, and high performing. Their growth and leadership role across the global industry is proof that they are no flash in the pan, but are a company to watch and learn from for the rest of us. They are one of the ‘new breed’ of research firms that is reinventing the industry and I can’t wait to see what they come up with next.”
In the year before we even started our US office at Madison Avenue in NYC (wow, what an amazing ride this is: so far, so good!), we’re proud to say that we’ve almost hit the top 10 in Greenbook’s Top 50 Most Innovative Companies in Market Research 2011 (Grit Report 50). We are up from 38, and if we consider some possible misspellings of our beautiful brandname, we could have easily entered the top 10. Number 11: that’s not bad, not bad at all…