ray poynter communities - 2013 -where next
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A Presenta*on from the NewMR Communi*es Event
15 February 2013
All copyright owned by The Future Place and the presenters of the material For more informa:on about NewMR events visit h?p://newmr.org
For more informa:on about dub visit h?p://dubstudios.com
Event Sponsor
Where next for insight, research, and communi:es?
Ray Poynter Vision Cri:cal University
Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013
Where next for insight, research, and communi*es?
Ray Poynter Director, Vision Cri:cal University
Author, The Handbook of Online and Social Media Research
Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013
Polling the Viewers
Do you work in an organisa:on that has used, as supplier or customer, a research community in the last 12 months? 1. Yes 2. No, but plan to in the near future 3. No, and no plans 4. Don’t know / NA
Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013
GRIT Winter 2013
Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013
GRIT Winter 2013
Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013
Insight Communi*es
Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013
Insight Communi*es 2012, about 3% of global research spend
2018 predic:ons, 15% -‐ 25%
~50% of researchers involved in following new MR are in companies that offer communi:es
~20% of the number of companies who can offer large online projects offer communi:es
– Consistent by country and region
10% -‐ 25% of major brands have a community
Thousands of insight communi:es out there Sources include: GRIT, ESOMAR, Research-‐Live & NewMR study, more detail in APAC paper
Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013
MROC Qual
Re-‐purposed and/or home brewed
soQware
Focus was on the look & feel, few tools for
the researcher
Historical View of Communi*es
<30 50,000+
Days Years
Community Panel
More quant than qual Strong panel management
Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013
Insight Communi*es -‐ PlaYorms ü Range of placorms evolving
ü More tools for the researcher
ü More qual in the big placorms
ü More integra:on between placorms – e.g. using Kiosk, Revela:on, Ethos, VisionsLive, Dub, 2020 with subsets of large communi:es
ü More integra:on with other systems – Tracking tools, social media, big data
Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013
Rela*onship Qual ♥
PlaYorm Agnos*c Communi*es
<30 50,000+
Days Years
Rela*onship Qual & Quant
♥
Tac*cal Qual $
Tac*cal Qual & Quant
$
Insight Communi*es
Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013
Trends in Research
Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013
12
Hearts and Minds What they feel and think, & why
Social What they say
Behavioural What they do
Transac:onal What they buy
Track
Observe
Listen
Engage
The HEART of customer obsession
Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013
Big Data
Social Media
Outer level of community (Customer Experience Management, direct
marke:ng, ad hoc research)
Intensive Community 100K – 500K
MROCs
Focus Groups
Surveys
Co-‐crea*on & Ethnography
An integrated Future
Ray Poynter, Vision Critical University, UK Session 3: Research Communities, March 15, 2013
Four Challenges for Insight Communi*es
1. Poisoning the well – Poor analysis – Poor surveys – Abusing members
2. Fiing into the client’s wider business
3. Integra:on with other data sources 4. Being an open placorm
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