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Short-Term Panel Communities Webinar in Italy
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Short-Term Panel Communities
June 25, 2014
AGENDA WEBINAR
Introduzione – Marco Gastaut (10 min)
Caso di studio – Marco Ghiotti (15 min)
Summer promotion – Marco Gastaut (10 min)
Q & A (5 min)
2
Introduction
Optimize digital and social investment
Blend of qualitative and quantitative market research
Ongoing participation
Leads to co-creation AND actionable results
Consumer advocacy
360 degree research cycle
Deliver tangible ROI
Why Communities?
4
Panel Community More and More Mainstream
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GRIT Report : GreenBook Research Industry Trends Report
Survey su 1375 ricercatori: 84% suppliers, 16% clients, 43% USA, 13% UK, 10% Western Europe)
A ‘quick’ need, or short-term objective.
Event-based (ie World Cup)
Issue-based (ie medication/treatment)
Respondent-based (ie new moms)
To ‘try’ community approaches to understand what’s involved.
Can I put the information I receive to good use?
How much can I manage, vs outsource?
Why Short Term Community?
Case histories
Case Study: how to run a short-term community
Short-term community during 2012 holiday season
Panel community dedicated to shopping enthusiasts
Longitudinal research
Timing- With real-time access to consumers
Incremental research opportunities
Main features
• Customer journey• Touch Point• Key drivers• Ad-hoc vs short-term community
Case Study: multi-layer community
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Different web skins per topic
One unique database per web community
Possibility to cross data from one database to the other
Marketing and approach tailored around the specific target audience
Strong engagement with the relative community
Main features
Case Study: how to target Millenials
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Brand-driven community around popular bands or songs
Multi-language community
Particularly focused on younger audience (millenials)
Media components added to quantitative surveys
Incentivation as a key element to enhance web activity
Main features
Case Study: dealing with professionals/niches
Recognized brand attract a specific set of respondents
Professionals are key elements to web activities
How to explore and analyse concept tests, supplements and adv campaigns
Infographics to summarize KPIs
Main features
Case Study: segmenting in a professional way
Highly demanding targets require tailored research activities
Segmentation as a mean to better understand current customers
MR results through web community to be translated in volumetric data to match real indicators
Quant + qual research
Main features
Short-Term Panel Community Solution – Summer 2014 promotion
Product Elements – The Solution
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TimeFrame: 6 months total, including 4 week set-up & recruitment
License: 5 Months (+1 month set-up); includes Customer Support at no additional cost
Training: 1 Day + ½ Day follow-up
Branding: Client Branded w/Client Sample; owned by client; 1 language
Templated Look/Feel/Registration
1 Mock-up, 1 Set of Changes
Logo, color, font selection only
Process 2 recruit (all in Reg Form)
Max 10 Questions
Recruitment: up to 3,000 members from client supplied email lists and website links
Ongoing Panel Management (up to 8 hrs per month) includes:
Monthly sweepstakes managementDaily Member Mail-box support to answer questions (during regular business hours)Monthly client check-in, ad hoc queries/requests
Incentive worth €350 (e.g. gift cards from Amazon)
Cost €20,000 with includes monthly sweeps incentive (€350 on a monthly basis)
Validity: till end of September 2014
How Can I Recruit?
15
Branded Panel
Respondents to previous surveys
DB emails extracted by
company’s CRM
Sponsor initiatives on corporate
website or social media pages
Natural registrants /
recommend a friend
What Can it Look Like?
Public area
Home
Register
About us
Rewards16
