anouk willems qual - 2012
TRANSCRIPT
A Presenta*on from The NewMR “Pu6ng the ‘Qual’ in Qualita*ve” Event
28 March 2012
Event sponsored by EthOS All copyright owned by The Future Place and the presenters of the material
For more informa>on about Ethos visit www.ethosapp.com For more informa>on about NewMR events visit newmr.org
How to bring qualita/ve research results to life within the company? Anouk Willems, InSites Consul/ng
How to bring qualitative research results to life within the company? Putting the ‘qual’ in qualitative research
Senior Research Innovator
@AnoukW1
Anouk Willems
Speaker : Anouk Willems, InSites Consulting, Netherlands NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
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The beauty of ‘Qual’... …is about getting to know PEOPLE. So, it’s about bringing the consumer “to life”.
Speaker : Anouk Willems, InSites Consulting, Netherlands NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
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MROC is the rising star of Qualitative Research
Speaker : Anouk Willems, InSites Consulting, Netherlands NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
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MROCs generate rich data… Always on research | Stay in the comfort zone | Social dynamics | Data curation | Equal relationship with moderators | Unsolicited feedback Consecutive learning | Steer objectives in between | Real life examples |…
Speaker : Anouk Willems, InSites Consulting, Netherlands NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
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…and, they are engaging for (internal) stakeholders Reaching other target groups | Direct consumer line | Complete data record available | Unite teams cross- departments & cross countries | Cost- and time efficient | Sensing experience
of C2C | …
Speaker : Anouk Willems, InSites Consulting, Netherlands NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
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That’s the beauty of MROCs
Speaker : Anouk Willems, InSites Consulting, Netherlands NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
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You can learn about your participants, such as David…
Speaker : Anouk Willems, InSites Consulting, Netherlands NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
6 tips on how to bring qualitative research results to life within the
company
31/03/2012 9 Speaker : Anouk Willems, InSites Consulting, Netherlands NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
CASE: Heinz community
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#1 Relevant information Managers value consumer insights that are relevant for their job at that moment.
Speaker : Anouk Willems, InSites Consulting, Netherlands NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
#2 Easy to access Make it easy for managers to join your projects and participate. Keep the barriers as low as possible.
31/03/2012 12 Speaker : Anouk Willems, InSites Consulting, Netherlands NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
#3 Right format Information needs to be presented in the right format for that time. Think in advance who will be your target group for specific information?
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#4 Online & offline A general rule in good marketing campaigns; always choose a mix of online and offline channels to spread your consumer insights.
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#5 make it FUN Grasp the attention by adding some fun elements to it. For example by using quizzes, challenges and (team) battles.
Speaker : Anouk Willems, InSites Consulting, Netherlands NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
#6 Use the right incentives
Motivate managers to participate in your projects and reward them for it. Recognition and status are key.
31/03/2012 16 Speaker : Anouk Willems, InSites Consulting, Netherlands NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
In the end, it’s about the ‘consumer feeling’…
The ‘consumer feeling’ allows managers to make better & faster decisions that are consumer driven.
31/03/2012 17 Speaker : Anouk Willems, InSites Consulting, Netherlands NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
…that needs to match the ‘gut’ feeling The consumer feeling is key. This feeling should no longer conflict with manager’s gut feeling, but create a powerful combination.
18 Speaker : Anouk Willems, InSites Consulting, Netherlands NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
3 take-aways
1. Bring the consumer to life & try to think as an advertiser while doing so.
2. Focus on the consumer feeling; managers don’t want to need research for each small decision taken, they want to be able to trust their consumer knowledge.
3. Make the community co-owned; involve them in the dialogue (MROC’s) to sharpen the consumer feeling.
19 Speaker : Anouk Willems, InSites Consulting, Netherlands NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 2
Q & A
Sue York NewMR
Anouk Willems InSites Consulting
Thank you! Putting the ‘qual’ in qualitative research
Senior Research Innovator
@AnoukW1
Anouk Willems
A Presenta*on from The NewMR “Pu6ng the ‘Qual’ in Qualita*ve” Event
28 March 2012
Event sponsored by EthOS All copyright owned by The Future Place and the presenters of the material
For more informa>on about Ethos visit www.ethosapp.com For more informa>on about NewMR events visit newmr.org
How to bring qualita/ve research results to life within the company? Anouk Willems, InSites Consul/ng