Why Communities Are Taking over the Insight World

Why are communitiestaking over the insight world?

Ray Poynter Dan Fleetwood

President, QuestionPro Communities Founder, The Future Place and NewMR

Agenda

❏ 15 years of growth

❏ Many Versions

❏ Customer Centricity

❏ Cost

❏ Speed

15 Years of Growth❏ 1999 Cluetrain Manifesto

❏ 2002 Friendster, 2003 MySpace

❏ 2004 Facebook

❏ Early 2000s Communispace, Join the Dots, Vision Critical

❏ GRIT – dominant new method over last few years

❏ ESOMAR GMR 5% of Global MR spend 2015

Multiple Dimensions

❏ Long-term vs Short-term

❏ Panel vs Community

❏ Qual vs Quant vs Qual & Quant

❏ Full service vs Assisted Service vs DIY

Image creator Robert Webb's Stella: http://www.software3d.com/Stella.php.

Customer Centricity

The Past

Markets+

Brands

Now

Customers

Customer Centricity

❏ Discussions instead of ad hoc surveys

❏ Connecting with customers, two-way communication

❏ Iterative thinking, leveraging agile approaches

❏ Crowdsourcing – more talent outside your organisation, than inside

❏ Longitudinal analysis, pre-profiled, engaged customers

Cost

❏ Short-term communities -> quality and ROI decision

❏ Long-term communities

❏ Higher initial cost (platform, recruitment, set-up)

❏ Low marginal cost per project

❏ Opportunities to monetize research

Speed

❏ It’s like having a roomful of customers

❏ Pre-profiled and incentivized

❏ Formats, tools, approaches prepared

❏ Days instead of weeks

❏ Hours instead of days

MVP

FinalProduct

Range of uses

Communities not great for:

❏ Market measurement – media measurement

❏ Spontaneous measurement – e.g. brand top of mind

❏ Non-customers

❏ Brand and Ad Tracking (but consider customer experience tracking)

The Future?

❏ Linking communities to other data

❏ Automation and AI – e.g. chatbots

❏ Larger communities

❏ Further blurring of MR vs Marketing

Big Picture

❏ Communities are mainstream – in many verticals they are the norm

❏ The 3 drivers are:

❏ Customer Centricity

❏ Cost

❏ Speed

❏ In the future bigger, linked to Big Data, with AI

Thank You

Ray PoynterNewMR

QuestionPro Communities - Innovation

❏ Ideation Engine

❏ Idea Board Module

❏ Social Listening

❏ Twitter Integration

❏ New Redesigned Community App

❏ Fully Integrated with Communities

Idea Board

❏ Members can post ideas

❏ Other members can vote and comment on these ideas

❏ Popular ideas bubble up to the top of the list

❏ Ideas can be shared on social media - Twitter and Facebook

❏ Idea status can be updated by the Community Manager

Idea Board

Social Listening

❏ Integrate your company’s Twitter account with your QP Community. ❏ Allow members or non-members to tweet at your company using a

predefined hashtag.❏ The idea will automatically get added to the community. ❏ All members will be able to vote on and give feedback about the

idea.

View on Twitter

View on Idea Board

View in Portal

New Community App - Key Features

❏ User News/Activity Feed

❏ Distribute Messages Dynamically

❏ Points & Leaderboard

❏ Levels/Gamification

❏ Refer-a-Friend/Share app

❏ Quick Polling Feature

New Community App

Screenshots:

❏ User Feed

❏ Leaderboard

❏ Discussion

Thank You

Dan FleetwoodQuestionPro

Q and A

Ray PoynterNewMR

Dan FleetwoodQuestionPro

questionpro.com/communities

@questionpro

communities@questionpro.comDan Fleetwood

dan.fleetwood@questionpro.com

Ray Poynterray.poynter@thefutureplace.com