Research panels and communities July 2009

Customer success briefs

TNS: future-proof matters Consumer insights and innovation

2 ©2009 Globalpark

M&M/Mars: chocolate matters Eating around the clock

3 ©2009 Globalpark

ING Direct: money matters Savings all around

4 ©2009 Globalpark

Warner Music: music fans matter Hit-making communities

5 ©2009 Globalpark

Goal   Improve campaign effectiveness and

product market share Solution   Customer panel and feedback system

incorporating multimedia elements   Systematic evaluation of consumer data

alongside expressed attitudinal data specific to multimedia, tv and print campaigns

Results   Optimized advertising and campaigns

according to consumer feedback   Increased product revenue

August Storck: Candy matters Fast research, long-lasting impact

6 ©2009 Globalpark

Goal   Maintain and grow readership across

multiple magazine brands, internationally Solution   Customer panel and feedback system   Ad hoc rapid cover tests to determine best

cover per distribution area   Ongoing reader contests Results   Increased sales revenue when using the

rapid cover testing   Increased customer engagement, retention

adn loyalty

Condé Naste: readers matter Selected covers fly off the shelves

7 ©2009 Globalpark

Goal   Develop deeper and wider relationships with

customers   Measure marketing effectiveness Solution   Empanel ~3 million customers   Capture feedback via engaging “surveys“ for

macro and micro use   Integrate with existing CRM system, website Results   Reduced sampling costs; leveraged existing

online presence   Better insight into customer demands and

marketing needs

Nintendo: gamers matter Relationship marketing wins

8 ©2009 Globalpark

Goal   Find and fix defects proactively   Ensure market-driven development of new cars for

various target groups

Solution

  Continuous, systematic feedback across vehicle lifetime from employees-as-customers

  Automated, modular surveys track opinions, performance   Fully integrated with ERP system

Results

  “Early warning system” for malfunction increases external customer satisfaction

  Product and process innovation   Increased revenues for new models

Daimler Benz: quality matters Customers and employees drive success

9 ©2009 Globalpark

Goal   Deepen customer relationships   Gain insights into the why behind the what   Apply the same to employees! Solution

  Platform to manage formal online surveys, quick polls and observational research

  Track opinions, satisfaction and discussions   Enable discussion boards, interactivity   Work with handsets, tariffs, mobile portals Results

  Holistic view of both consumers and staff   Accurate insights at a fraction of the time & cost

T Mobile: conversations matter Online community for mobile phone users, staff

10 ©2009 Globalpark

Goal   Amplify the voice of the customer

  Be able to quickly impact sales

Solution

  1.5 million member panel community

  Recruitment with valued customer club, newsletters and raffles

  Systematic product testing; Coupon incentives

Results

  Increased revenue for market-driven products and campaigns (compared with control)

  On-demand lever to spike sales (coupon incentives)   Engaged and loyal customers

Esprit: fashion matters On-demand access to large customer base

11 ©2009 Globalpark