lisa courtade clarke depastino uga summit mroc presentation

35
IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS How MROCs Uncover Deeper Insights through Relationship Building 2014 MMR Anniversary and Research Summit

Upload: mike-courtney

Post on 15-Jul-2015

98 views

Category:

Business


1 download

TRANSCRIPT

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

How MROCs Uncover Deeper Insights through Relationship Building

2014 MMR Anniversary and Research Summit

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

Lisa CourtadeExecutive Director, Global Market Research ExcellenceMerck & [email protected]

Clarke De PastinoVice President Engagement, Ipsos Social Media [email protected]

Join the conversation @IpsosSMX

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

What is an MROC?

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

“Market research online communities (MROCs) will shock the qualitative market research world. They provide cheaper, faster, and newer types of insights that today's traditional qualitative research modes, such as focus groups, don't currently provide.”

- Forrester, April 2008

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

MROC: Market Research Online Community

Social Community Tools

Market Research On-line Communities

On-Line MR Methods

+ =

MROCs make use of developments in technology and social networking to enable more efficient, deeper customer insights.

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

Stimulates conversations that uncover answers to questions you didn’t know to ask

Revealing

A simple and fast way to collect insights in an efficient manner.

Cost-effective

A nimble tool for quantitative and qualitative research designs depending on the changing needs of your business

Agile

The ideal tool to listen, learn, digest, optimize, and then learn some more

Ongoing

Direct access to target populations resulting in fast return of results and an in the moment, real time source of insights

On-tap & Real time

MROC Value Proposition

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

And Flexible…

SCREEN AND OPTIMIZE

SENSE ANDRESPOND

FOUNDATIONALINSIGHTS

Garner customer insights in:•Unmet needs or frustrations•Switching behavior•New channel usage

•Habits and practices

Validate ideas and key concept development:•Co-create initiatives directly with your target customers•Filter and optimize service ideas, layout concepts, technology solutions, etc. •Link findings to reactions to past concepts for context

Gather real-time feedback on:•What’s hot/new•Competition•Innovations

•Shifts in behavior (longitudinal tracking)

+ +

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

How MROCs Have Evolved

Pop Up1-5 Months

100+ Members

Instant*2-5 Days

50+ Members

*Via Facebook, Syndicated or Custom Recruit

Ongoing 6+ Months

1000+ Members

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

When They Work Best

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

Is Engagement Right?

1. Is there an affinity for the brand or topic?

2. Is it feasible to have an ongoing conversation about the brand or topic?

3. Is the client genuinely interested in both LISTENING and ASKING?

You should be able to answer “yes” to all 3 of these questions:

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

• Community sample is unique and not projectable

• Members have sometimes been pre-exposed

• Members have some degree of affinity for the topic

Communities don’t completely replace all research methodologies, nor are they meant to. Keep these in mind when determining your approach:

Is it the Right Research Methodology?

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

Overall Key Qualifiers

The RIGHT opportunity:

•BUDGET: Does client have enough budget?

•OBJECTIVES: Are there enough research objectives to sustain a conversation?

•ENGAGEMENT: Is there an underlying affinity that can be leveraged to engage?

•SOURCE: Is there ample population, large enough list, or clear access to the target?

Struggling to answer the questions above? It’s likely not the right opportunity.

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

Plan for Success

Business Objectives should address:•Key business issues that interaction with target audience will help inform•Key business decisions that this group will help inform

Success Measures should define:•Measurable indicators to track the value received from the MROC•Achievements you hope to do as a result of the MROC

An ongoing MROC will require 20-30% of a dedicated Brand resource

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

Manage Risk

Manage Basic Risks:•IT Security•Privacy – PII•Terms & Conditions •Contest & Sweepstakes Laws•HIPPA•COPPA•Community Management vs. Moderation•Path of Escalation

Know Your Business Risks:•Legal Compliance•Adverse Event Reporting•Confidential Information Leaks•Branded vs. Blind

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

The Brand team and the vendor will meet regularly to develop strategy, communicate value and integrate learning.

Schedule Ahead

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

Delivering value hinges on key stakeholders knowing what insights are coming from the community and seeing real quotes and images on a regular basis

16

Evangelize Internally

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

Member Engagement

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

Meeting the expectations of members increases participation and retention.

Using both intrinsic and extrinsic motivation, provides members with meaningful reasons to participate.

We think of MROCs as the intersection of Research, Sociology and Creativity.

SMX communities, with over 2,000 members:•Average Monthly Active Member Base: 40-60%•Average Survey Participants: 516•Average Discussion Participants: 176

Empathize With Them

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

In November 2014 Quirk’s research magazine published a paper on our “10

Golden Rules of Engagement.” Our team applies these rules consistently and

creatively to achieve ongoing, sustained engagement.

The 10 Golden Rules of Engagement

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

Actively and creatively engaging with members will answer the questions you have, and uncover the questions you didn’t know to ask.

CO-CREATEWork Together

LISTENThey Tell You

QUESTIONYou Ask Them

DISCUSSTalk Together

cc

cc c

c

cc

A Collaborative Relationship

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

Modern Tools for Today’s Consumer

But a robust toolkit is just the first step… It takes planning to ensure that community research is intentional and maximizes the investment

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

Video Discussion Example

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

Mobile

“(mobile) provides the consumer with options in terms of how they communicate back to us. If they can’t put it into words, they can take a picture or a video and send it instead.”

- Jeanine Bassett, VP Global Consumer Insights General Mills

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

Responsive DesignMROCs using responsive design replicate the social media experience of seamlessly moving from one device to another.

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

Impact

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

The first of its kind online market research community at Merck created to enable deeper customer insights and inform consumer strategy.

We recruited 1,000 Members to share their opinions and co-create in support of a new product launch anticipated in the next 2-3 years.

Merck & Ipsos SMX

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

We approached our community with qualitative and quantitative research activities, working through business questions.

Asking members to share their experiences and give feedback on materials in:

Discussion Forums

Live Chats

Engaging Surveys

Our Approach

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

In the Year Preceding the Product Launch

70

37 12

19DiscussionForums

QuickPolls

ResearchStudies

QuickSurveys

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

Taking our members through an insight exploration process to lead to co-creation

• Patient Experiences• Caregiver Perspective• Patient Journey• Physician-Patient Dialogue

• Optimize Brand Messaging• Pricing Research• Creative Assessment • Value Proposition

• Role of Pharmacist• Testing Unbranded Materials• Testing CRM Program• Website UX Assessment

Co-Creation

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

“What I love about being a member is having my voice heard, feeling like I might be able to help others through my voice and that I might have a say in the future of medicine and research”

- Community Member

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

“I have never known one single site that has so many caring and understanding people who truly relate to me.”

- Community Member

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

“Marketing timelines are constantly changing and it is tremendously helpful to have such a flexible market research community. Often we rely on the patient community to help us make an informed decision on a short-timeline. This is an invaluable resource in the current business environment.”

- Consumer Promotion Manager

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

“The Community enabled us to gain feedback on a myriad of tactics and ideas that would have been too costly and time-consuming to test otherwise. It has been a valuable part of our campaign optimization process through the launch period.”

- Consumer Marketing, Director

IPSOS SOCIAL MEDIA EXCHANGE (SMX) IPSOSSMX.COM ENGAGING . SOCIAL . INSIGHTS

With over 100 posts in24 hours, we are ableto deliver insights faster on time sensitive issues.

Listening to the voice of our consumers andunderstanding them holistically. Building upon past learning.

Achieving real savings for the organization. The community saves the brand team over 50% in direct research costs annually.

Faster. Better. Priceless

THANK YOU

Lisa CourtadeSenior Director Global Insights, Merck [email protected]

Clarke De PastinoVice President Engagement, Ipsos [email protected]