Transcript
Page 1: The New Normal: Harnessing Qualitative Insights via Communities by Stephen Thompson of Ramius - Presented at the Insight Innovation eXchange North America 2013

Insightfully Engaged

®

The New NormalHarnessing Qualitative Insights via Communities

Stephen Thompson, IIeX Philadelphia, June 2013

Page 2: The New Normal: Harnessing Qualitative Insights via Communities by Stephen Thompson of Ramius - Presented at the Insight Innovation eXchange North America 2013

Insightfully Engaged

®

People, Design and Technology

Looking ahead

What’s makes a great community?

The Basics

Page 3: The New Normal: Harnessing Qualitative Insights via Communities by Stephen Thompson of Ramius - Presented at the Insight Innovation eXchange North America 2013

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

Page 4: The New Normal: Harnessing Qualitative Insights via Communities by Stephen Thompson of Ramius - Presented at the Insight Innovation eXchange North America 2013

Insightfully Engaged

®

What makes for a great Insight Community?

People

Technology

Design

Page 5: The New Normal: Harnessing Qualitative Insights via Communities by Stephen Thompson of Ramius - Presented at the Insight Innovation eXchange North America 2013

Insightfully Engaged

®

People

time constrained

social

hard to recruit more demanding

information overload

engaged

Page 6: The New Normal: Harnessing Qualitative Insights via Communities by Stephen Thompson of Ramius - Presented at the Insight Innovation eXchange North America 2013

Insightfully Engaged

®

make it personal

clarity of instruction

engage, lots feedback results

pace yourself

mixed devices

Design

Page 7: The New Normal: Harnessing Qualitative Insights via Communities by Stephen Thompson of Ramius - Presented at the Insight Innovation eXchange North America 2013

Insightfully Engaged

®

research-ready

social and engaging

mobile flexible

intuitive

insightful

Technology

Page 8: The New Normal: Harnessing Qualitative Insights via Communities by Stephen Thompson of Ramius - Presented at the Insight Innovation eXchange North America 2013

Insightfully Engaged

®

Social and Engaging

Page 9: The New Normal: Harnessing Qualitative Insights via Communities by Stephen Thompson of Ramius - Presented at the Insight Innovation eXchange North America 2013

Insightfully Engaged

®

Research-ready

Page 10: The New Normal: Harnessing Qualitative Insights via Communities by Stephen Thompson of Ramius - Presented at the Insight Innovation eXchange North America 2013

Insightfully Engaged

®

Intuitive

Page 11: The New Normal: Harnessing Qualitative Insights via Communities by Stephen Thompson of Ramius - Presented at the Insight Innovation eXchange North America 2013

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

Page 12: The New Normal: Harnessing Qualitative Insights via Communities by Stephen Thompson of Ramius - Presented at the Insight Innovation eXchange North America 2013

Insightfully Engaged

®

Stephen Thompson, Ramius Corporation

613-369-5233 | [email protected]

© Ramius Corporation, June 2013


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