IC2™ Approach
presented by Kevin Lonnie
We’re moving into an era that requires unparallel speed to make decisions. And that means research insights need to be both actionable and timely. If you are going to make decisions based on your existing online community, you need to augment by adding the context, depth and breadth available via social media. In fact, there are two key ways that Social media helps to turbo charge your online community.
Presented at Forrester Consumer Forum October 2011
written by RFL Communications
Traditional market researchers guffawed at even the thought o internet-based research when it first sprouted in the mid-1990's. It forced the hand of traditional researchers. Today, online research is far from perfect, but its benefits have become indisputable and new online research capabilities blossom unabted.
Published in Research Business Report July-August 2011
presented by Kevin Lonnie & Miguel Ares
This presentation tells the story of a collaborative, iterative effort between a crowd of fantasy football/baseball players and the skilled analytic programmers of Bloomberg Sports. Why get the "crowd" involved? What's the best way to get them involved? Who are they? These questions are considered during a case study which was executed by KL Communications and Bloomberg sports, which shows the new paradigm of being able to "weave" the crowd in and out of the develoment process to create winning products & services.
Presented May 2nd, 2011 at Technology Driven Market Research Event
by Kevin Lonnie
For all the impact of social media on market research, the one that has the potential to turn our industry on its ear is crowdsourcing. Whereas sentiment analysis, blog scraping and even collaborative communities are there to report what is happening in the larger blogosphere or simply react to potential stimuli, crowdsourcing remains the tool that could reshape the customer feedback process.
Why do I feel that way? I believe the stage is set for the perfect storm. For over a half century, researchers have gotten by with drive-by interviews. But this one-way relationship is inconsistent with our interactive millennium. Consumers are looking for meaningful dialogues with their favorite brands/interests, and a one-sided discussion isn’t going to cut it...
Published September 26th 2010 in Quirks Newsletter
by Kevin Lonnie
In my opinion the inherent synergy of crowdsourincg in market research has yet to be realized. But MR and crowdsourcing are not in separate Ven diagrams; they very much overlap. What they compete for, in my opinion, is who owns the title of "voice of the consumer." They approach the rule of public conduit using different tools; with crowdsoucring the folks with the most passion and dedication and talent are the ones who continue to participate, while with MR folks are invited to comment on a product or service which they may or may not have any interest in. The distinction I’m trying to make to between traditional MR and crowdsoucring is the push vs pull paradigm...
So to understand this power struggle better, let’s take a look at the evolution of crowdsourcing. Crowdsourcing was coined by Jeff Howe in the June 2006 Wired magazine article that subsequently let to his book the following year. To some degree, Howe was influence by James Surowiecki's 2004 book, "The Wisdom of the Crowds"...
Presented June 2010
Click here to see full presentation. To listen to the presentation, click here.
Using Crowdsourcing for Unstructured Market Research from The ARF on Vimeo.
Interview Held at ARF Market Research Confeerence, March 2010
Webinar by Sean Holbert
There are more sources than ever for consumer insights. These are just a small % of the sources available. Doesn’t even include all of the primary and secondary resources. Everyone talks about how important it is to “listen,” but what are you really hearing? We always worked on the idea that “more info is better info,” but it makes true insights seem more like a needle in a haystack...
The goal should be integrating all of your research and development into one continual process, including your primary, secondary and competitive intelligence research. The hypothesis and ideation phases shouldn’t be the start of a new process, but a continuation of the work and innovation already being done throughout your organization. This approach takes you out of that “Start/End” series we just spoke about and moves you into a constant state of development, refinement and implementation.
Presented November 2009
by Kevin Lonnie
For the past few years, I have been fascinated by the evolution of the discussion on “Data Quality.” As recently as 2005, this discussion revolved around “Respondent Cooperation” and the need to address a continuing decline in response rates.
Then, in November 2006, things really got interesting. During a Respondent Cooperation Summit hosted by RFL Communications, Kim Dedeker of P&G shared a case study concerning online data integrity. Dedeker reported receiving different results from two separate online research providers on the exact same project. Overnight, the respondent cooperation issue evolved into one of data quality.
Now it’s time for this discussion to come full circle, and return to the basic concept of respondent cooperation. If respondent cooperation levels were anywhere near what they were just 20 years ago we wouldn’t be discussing data quality. In fact, the dwindling pool of available respondents is the spark that has ignited the data quality flames...
Published in MRA's Alert! Magazine, October 2009
A Hybrid Community Case Study presented by Sean Holbert and Karen Bakos
Most are probably familiar with these traditional definitions, but want to touch on them to start off (Communities and Panels). These are generally considered two distinct silos, each with its own distinct purpose. Many companies maintain a custom panel and a separate community, often times multiple, distinct communities even.
So that’s the challenge a lot of companies are facing now…we need to create a model that allows us the depth of statistical analysis that a panel provides while maintaining the interactivity & social networking that is typically only associated with a “community.” Oh, and of course, save money.
The rise of Facebook, Myspace, Twitter, etc. has started to make researchers question if these things are really impossible to blend. Those sites, while not research-driven, are massive in size but still manage to operate with more of a “community” focus. How do we apply that to research? Today, we’re going to talk to you about Entertainment Weekly’s experience with panels, communities and this year’s convergence of the two.
Presented at 2009 IIR Conference in Las Vegas
Presented by Sean Holbert
Covered in this presentation:
- • The Basics of Online Insights Communities
- • Case Study on Collaboration - Ubersnackers.com
- • Designing a Community
- • Tips for Moderators & How to Spot a Community Opportunity
Presented at 2009 QRCA Conference
