are online communities the way forward?
TRANSCRIPT
ACHIEVINGCUSTOMERCENTRICITYTHROUGHONLINECOMMUNITIES
MARTINGRIMWOOD,GFK
DAVIDCROSBIE,GFKALEXOSBALDESTON,QUESTBACK
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GfK Consumer Life (Roper Reports®) The values that are growing among consumers suggest a greater need for community
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OPEN-MINDEDNESS Being broad-minded
is a rising global value +8 ranks to #9 of 50 values since 2011
Brazil: +9 to #14
India: +9 to #17
Russia: +18 to #18
A world looking for solutions Roper Reports Worldwide 2015, QC1 (mixed-mode trend, core 20 countries)
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Being creative and imaginative
is a rising global value +8 ranks to #26 of 50 values since 2011
USA: +11 to #24 China: +10 to #22
South Africa: +14 to #23
CREATIVITY
A world looking for innovation Roper Reports Worldwide 2015, QC1 (mixed-mode trend, core 20 countries)
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Being well-educated about things
is a rising global value +5 ranks to #10 of 50 values
China: +10 to #17
UK: +9 to #7
KNOWLEDGE Egypt: +11 to #17
You are what you know Roper Reports Worldwide 2015, QC1 (mixed-mode trend, core 20 countries)
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Making the effort to assist others | +8 to #21 globally HELPFULNESS
We’re all in this together
Working for the welfare of society | +10 to #33 globally
SOCIAL RESPONSIBILITY
Equal opportunity for all | +4 to #17 globally EQUALITY
Roper Reports Worldwide 2015, QC1 (mixed-mode trend, core 20 countries)
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Being different from others INDIVIDUALITY
The value down most globally? Russia: -14 to #39
MESSAGE: IT’S MORE THAN ME
Korea: -3 to #31
Germany: -6 to #34
USA: -4 to #31
Argentina: -7 to #39
Shift | The corollary to the rising values of responsibility and help
-9 ranks to #41 globally since 2011
Roper Reports Worldwide 2015, QC1 (mixed-mode trend, core 20 countries)
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1 “I feel it is important to be an active part of the wider community”
40%
40% OF UK CONSUMERS AGREED IN 2011
43% OF UK CONSUMERS AGREE IN 2015
43%
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1 Reading online reviews
75% among LECs 65% among 50+
23%
23% OF UK CONSUMERS IN 2011
66% OF UK CONSUMERS IN 2015
66%
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11%
11% OF UK CONSUMERS IN 2011
37% OF UK CONSUMERS IN 2015
37%
50% among LECs 34% among 50+
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1 So many sites – which is most popular?
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G fK has the answer
① wikipedia.org 59%
② moneysavingexpert.com 39%
③ imdb.com 29%
④ tripadvisor.co.uk 22%
⑤ wikihow.com 14%
⑥ netmums.com 12%
⑦ mumsnet.com 11%
⑧ answers.com 7%
⑨ allrecipes.co.uk 6%
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1 Which topics do consumers turn to online forums for?
Travel Energy
Phones Tablets
Cosmetics Toys
Gambling
$ Motor
insurance
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G fK has the answer
① Travel 58%
② Energy 44%
③ Phones 37%
④ Tablets 37%
⑤ Motor insurance 19%
⑥ Gambling 13%
⑦ Cosmetics 5%
⑧ Toys 4%
$
The trends that are growing among consumers also relate to the growth in online communities
GfK Consumer Life (Roper Reports®)
“Where and how a product is made is very important to me” 43% agree in 2015 vs. 37% in 2011
Considered consumption | Global trend GfK Consumer Life (Roper Reports®)
“Our can stories”
John West | UK GfK Consumer Life (Roper Reports®)
We’re all influencers now! | Global trend
“Virtual interactions with people and places can be as good as being there in person” 32% agree in 2015 vs. 24% in 2011
GfK Consumer Life (Roper Reports®)
Sculpture that records citizens’ feedback and relays to government
“Big Ear” | South Korea GfK Consumer Life (Roper Reports®)
TAKING ALL THIS INTO ACCOUNT, IT’S NO WONDER THAT ONLINE COMMUNITIES ARE INCREASINGLY POPULAR, AND ARE LIKELY TO BECOME MORE SO
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§ The difference between a panel and a community is subtle, but powerful.
With a community, along with scripted research, members are encouraged to start discussions and in doing so generate organic insights.
Panel members are approached to conduct scripted research activities and remain dormant between research exercises.
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GfK Community Manager
COMMUNITY
Marketing
Product research
Customer Experience
MROC’s can be used to foster peer to peer discussions
OBSERVATION
INSIGHTS Discussion
groups
Quick poll
Forums
Surveys
Activities
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Sometimes forum activity needs kick starting
Feb
Jan
Dec
Nov
Oct Guided Spontaneous
General Community
Oct
Sept
Aug
Jul
Jun Guided Spontaneous
Early Adopter Community
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1 But will they just moan about our brand?
31%
30%
39%
Post tone: All communities
Positive Neutral Negative
100 randomly selected posts
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1 Not really, it’s mostly constructive and sometimes reveals unanticipated insights
0 20 40 60 80 100
Brand
Category
Non-category
Retail issues
0 20 40 60
Brand
Category
Non-category
Retail issues
General Community (threads) Early Adopter Community (threads)
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2,000 participants
358 gift claims
213 participants claiming Proportion claiming: 11%
Points ‘earned’: 910,533
Points redeemed: 104,925 Proportion redeemed: 11.5%
Redefining the reward economy
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§ Moving to proactive promotion: – Members seek out relevant
threads
– Signposting new threads via monthly newsletters
– Email alerts to members (subscription)
Maximising insights through forums
Search engine
Newsletter notification
Thread alert
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1 So what does this mean for market researchers
Consumer opinions not only impact purchasing decisions but also the development of your products and services.
There is now an opportunity to: § Get closer to your customer § Engage in real two-way conversations § Listen to peer to peer discussions § Co-create and collaborate § Understand their “experience”
Consumers want to (and will) be heard… § They have technology and are connected § Blogs, discussion boards and social media
apps are commonplace
Thank you For more information, please contact
Martin Grimwood Divisional Director, Financial Services, GfK [email protected]
David Crosbie, Senior Innovation Consultant, GfK Consumer Life [email protected]
Alex Osbaldeston, Solutions Director, Questback [email protected]
AnyQues?ons?