the new normal: harnessing qualitative insights via communities by stephen thompson of ramius -...
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Insightfully Engaged
®
The New NormalHarnessing Qualitative Insights via Communities
Stephen Thompson, IIeX Philadelphia, June 2013
Insightfully Engaged
®
People, Design and Technology
Looking ahead
What’s makes a great community?
The Basics
Insightfully Engaged
®
They are
• Going to generate a lot of
data
• Managed like a community
• Often asynchronous
• Ideal for uncovering deeper
insights
They are not
• Launchpad for surveys
• A cheap alternative or add-
on
• Always long-term duration
• Scary and complicated
Basics
Insightfully Engaged
®
What makes for a great Insight Community?
People
Technology
Design
Insightfully Engaged
®
People
time constrained
social
hard to recruit more demanding
information overload
engaged
Insightfully Engaged
®
make it personal
clarity of instruction
engage, lots feedback results
pace yourself
mixed devices
Design
Insightfully Engaged
®
research-ready
social and engaging
mobile flexible
intuitive
insightful
Technology
Insightfully Engaged
®
Social and Engaging
Insightfully Engaged
®
Research-ready
Insightfully Engaged
®
Intuitive
Insightfully Engaged
®
moderator vs. manager
participants as researchers
more frequent, less formal
mixed media
iterative
community-led
the future
multi-device
games and stories
community-creation
marketing
aligned to interests
smart recruiting
consumer vs. probrand vs. agency
games and stories
Looking Ahead
Insightfully Engaged
®
Stephen Thompson, Ramius Corporation
613-369-5233 | sthompson@ramius.net
© Ramius Corporation, June 2013
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