from panels to collaborative research
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From Panels to Collaborative Research
Insights Innovation Exchange | Atlanta | June 16th -18th 2014
Adriana Rocha | @adricrocha Co-founder & CEO at eCGlobalSolutions
A New Economic Model:
Ownership and Access is shared
between corporations and people.
The Collaborative Economy
Imagine this family going on vacation…
but they could tap the crowd to get what they need —without buying from companies
Funding
…use peer lending websites to borrow money from the crowd
–rather than go to a bank.
LendingClub enables crowd to be a bank
Hospitality
…stay at someone’s house–rather than a hotel.
AirBnb enables crowd to be a hotel
Food and beverage
…enjoy a home cooked meal from someone’s home kitchen—rather than eat at a restaurant.
Feastly enables your neighbors’ kitchens to be a restaurant
Goods and products
…get goods and products from the crowd for free –rather than buying at a store.
Yerdle enables neighbors to gift goods–rather than buy
And you can tap the crowd to get what you need—without buying from companies
Imagine you’re going on a business trip
Facilities
…rent office space from other companies that have extra space –rather than work with a traditional property manager.
LiquidSpace enables companies to rent from each other
Staffing
…hire people from the crowd–rather than working with traditional staffing agencies or HR.
oDesk enables crowd to be a workforce
Transportation
Use another person’s car–instead of buying from a Taxi Corporation.
Lyft enables crowd to be transportation
Get data from the Crowd
“I'm selling this data for $2 a day. If more people do the same, I'm thinking marketers could just pay us directly for our data.”
.
Crowd Interpretation
“I'm selling this data for $2 a day. If more people do the same, I'm thinking marketers could just pay us directly for our data.”
Co-ModeratorsCo-Analysts
TaskRabbit finds someone to do the work for you...
ModeratorsAnalysts
The impact of sharing can be huge!
Customers can buy once –and share many times amongst each other–reducing the need to buy again.
Question: Is this a business disruption?
Sharing is not new….
But now, people can use technology to do it at a scale without boundaries
B2B | B2C C2B | C2C
Companies risk becoming disintermediated by customers who connect with each other.
“The only way, is to let go
to gain more.”
Jeremiah Owyang
For companies to succeed in the collaborative economy
BMW expanding DriveNow car sharing program
HBO and DIRECTV – sharing panels and data
Needs: increase online panel size, improve engagement, convert members to Ratings Panel, attractive incentivesOffer: Access to its panel and DTV Ratings in Latin America
Common Goal: Integration of TV Ratings + Social Media and Primary Research Data
Needs: increase online panel size, improve engagement and panelist experience, feed Programming trackers
Offer: Access to its panel, HBO branded gifts and incentives
eCGlobal Core Panel
1.2 mi panelists in LATAM
Thousands interactions a day
>120 profiling variables
HBO Proprietary Panel
DIRECTV Proprietary Panel
Collaborative Research Network
Online Panels -> Collaborative Communities
Online Panel -> Collaborative Communities
Collaborative Recruitment Efforts
Shared Profiles
Shared Studies
HBO
DIRECTV
Private Dashboards
The sharing revolution isan stoppable movement*
*Caveat: The only way to stop this movement, is to stop the internet.
The Future?
Join the Movement!
Thank you! Adriana Rocha | @adricrocha
Co-founder & CEO at eCGlobalSolutions
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