©MROC JAPAN 1

Prepared for

QRWEB2.0

Prepared by

Shiggy Kishikawa, MROC Japan

Ryota Sano, Talk Eye

Haruo Yamasaki, Cross Marketing

Davy Chen, MROC Japan

Feb.23, 2011

Tactical Co-Creation

Community Research

Method: The Case of MROCs in Japan

©MROC JAPAN 2

Agenda

Online Qualitative Research (OQR) & MROCｓ in Japan

Introduction of Tactical Co-creation Community (TCC) research method

Discussion: How to expand OQR & MROCs in Japan and how to improve TCC

©MROC JAPAN 3

•Excluding syndicated survey, $1=82 yen

•Source: Japan Marketing Research Association

Online Qualitative Research

in Japan

Online survey 38%

Qualitative research 15%

Online qualitative

research 1%

(Focus groups 8%)

OQR is only 1% of MR total market size

MR market size: $1,270MM (2009)

©MROC JAPAN 4

First specialized company of MROCs in

Japan

Leader of MROCs

business in Japan

Three years experience in

online qualitative research

Introduced MROCs into

Japan market in Feb. 2010 by

the blog

MROC Japan Inc.

©MROC JAPAN 5

Cross Marketing Inc.

The second largest online

panel Company

since 2003

Social Media Research

specialist in Japan

Listed on Tokyo Stock Exchange Mothers (market

of the high-growth and emerging

stocks)

Partnering for your

best decisions

©MROC JAPAN 6

Social Media Research

Services by MROC Japan

Social Media Research

MROCs

TCC

SCC

Social Media Mining

©MROC JAPAN 7

SCC

SCC: Strategic Co-Creation Community

Long-term community

Participants who share common interests

and have engagement with community

Identifying and solve the business

problems

Fully equipped with Web2.0 tools in the platform

SCC

SCC: Strategic Co-creation Community

So called MROCs, Insight Community,

Online research Community, etc.

©MROC JAPAN 8

TCC

TCC: Tactical Co-creation Community

Research method

Short-term community?

Can we call it‘Short-term community’?

Sounds contradictory?

©MROC JAPAN 9

Short-term MROC?

A short-term MROC which I'm defining here as

at least one month - PluggedIn

‘We do not call it a community unless the members

can build relationships with each other!’

- Diane Hessan, CEO of Communispace

On the other hand,

‘Communities do not have to be permanent;

temporary communities work well for gathering

insights for specific projects and initiatives.’

- Tom de Ruyck of Insites Consulting

©MROC JAPAN 10

Key Elements of MROCs

LISTENING

Building relationship

Creating natural

conversation

Strengthening engagement

Interaction

Sharing common interests

©MROC JAPAN 11

Objective of TCC Case Study

To build the hypotheses on rejuvenation of ‘Fruitche’ brand of House Foods

Corporation, especially generation of new product ideas

©MROC JAPAN 12

Fruitche (1)

House Foods needs to develop the revamp plan

House Foods, one of the large food manufacturers

Convenient snack/dessert by just adding milk. Parent and child make together. It was launched in

1976

Sales has been declining mainly because of very

competitive market and the

low birthrate

©MROC JAPAN 13

Fruitche (2)

http://housefoods.jp/products/special/dessert/index.html

©MROC JAPAN 14

TCC Research Design (1)

Participants: 26 mothers aged 30s and 40s

Current and lapsed users of Fruitche

Group 1: 8 Innovators

Group 2: 8 Influencers

Group 3: 10 followers

Length of TCC: 2 weeks

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TCC Research Design (2)

Focus groups to compare them with 6 same participants before the TCC

Discussion Guide:

+ Free discussion

at the end of week

TCC evaluation survey after

the TCC

4 topics (2 days for each topic)

Background information on Children’s foods and

snacks /desserts

Discussion on usage and attitude of Fruitche

Idea generation of Fruitche new products

Idea evaluation

Interaction

Natural

conversation

©MROC JAPAN 16

Comparison (1):

TCC vs. Focus Groups

Massive insightful

remarks on each topic at

verbatim record of TCC

against FG because of

accelerating interaction

Effective evaluation of

each ideas at TCC

Focus Groups

TCC

©MROC JAPAN 17

#1 Premium

Fruitche

including

many real

fruits

#2

Fruitche

for adults

#3

Fruitche

with less

sweet

#4 Fruitche

with

collagen

#5

Fruitche

for

breakfast

#6 Fruitche with

good nutrition

balance which

makes up for

the loss of

nutrients

#7

Fruitche

in small

quantity

#8 Fruitche

which makes

up the lack of

vegetables

#9

Coffee

flavored

Fruitche

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Comparison (2):

Innovators vs. Influencers vs. Followers

To generate the ideas

To judge if it is worth

buzzing, word of mouth

To check the acceptance

of new ideas

Innovators

Influencers

Followers

10 potential

ideas among

19 new ideas

from

Innovators

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Comparison (3):

Discussion Guide vs. Free Discussion

Finding the

Fruitche for adults

LISTENING

ASKING

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Results of Survey on TCC (1)

Overall satisfaction

• 15 very much satisfied, 11 satisfied, 0 dissatisfied

Intention of participation in future

• 19 will definitely participate, 7 will participate

Interested to hear others’ opinions, which are helpful

Convenient to participate in accessible time at home

Can express my own view as much as possible without regard for

others

Can take time to think or organize my thoughts

Participants were satisfied with TCC and will

attend one next time

Good points

of

participation

©MROC JAPAN 21

Results of Survey on TCC (2)

All participants preferred to use ‘handle name’ rather than actual name, which made them tell real opinions.

4 out of 6 participants who attended both focus groups and TCC told that they had something which forgot, or did not come to mind at off-line group session.

Most felt appropriate both the length and amount of incentive.

All participants wanted to hear the results.

TCC

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TCC, short-term MROCs would work, i.e., provide more effective insights than BBFG:

IF: 1) we gather the participants who share the common interests,

2) we promote interaction among participants to build relationships and to create

natural conversation

TCC could be the good introduction to build the long-term MROCs for the

Japanese clients

Conclusion &

Discussion

Discussion: How to expand online qualitative research & MROCs in Japan

and how to improve TCC

©MROC JAPAN 23

THANK

YOU!

Q&A