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Webinar: Structural Collaboration via MROCs

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Webinar: Structural Collaboration via MROCs

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  1. Tom De Ruyck Head of Research Communities Anouk Willems Senior Research Innovator Webinar 06.26.2012 On-going Research Communities: towards structural collaboration with consumers

  2. 1. What is it? • 2. How we do it? • Outline: • 3. Towards structural collaboration • Questions? • Webinar: @tomderuyck @anoukw1 Structural collaboration

  3. Your customers are probably the most effective consultants you can hire • Webinar: @tomderuyck @anoukw1 Structural collaboration

  4. What is an MROC? An MROC defined by Forrester Research (2008): [Captive interactive groups of people online joined together by a common interest, which are systematically harvested for qualitative market research purposes.] • Webinar: @tomderuyck @anoukw1 Structural collaboration

  5. # Objectives Number Duration Profile 4 key ingredients We work with 50-150 people that are interested & interesting. The duration of the community is flexible from 3 weeks to months & ongoing, depending on the objectives. • Webinar: @tomderuyck @anoukw1 Structural collaboration

  6. Ongoing ≠ always on • Structural collaboration is not an ongoing community that is always on per se. Depending on the objectives and number of questions you have, communities can be reactivated in waves as well. • Webinar: @tomderuyck @anoukw1 Structural collaboration

  7. How to start? • Webinar: @tomderuyck @anoukw1 Structural collaboration

  8. #SBS communities • Webinar: @tomderuyck @anoukw1 Structural collaboration

  9. #Sara Lee coffee community • Webinar: @tomderuyck @anoukw1 Structural collaboration

  10. #Heinz Food community • Webinar: @tomderuyck @anoukw1 Structural collaboration

  11. Webinar: @tomderuyck @anoukw1 Structural collaboration

  12. 1. Choose a pilot project • Webinar: @tomderuyck @anoukw1 Structural collaboration

  13. 2. Involve key influencers • Webinar: @tomderuyck @anoukw1 Structural collaboration

  14. 3. Measure your success • Webinar: @tomderuyck @anoukw1 Structural collaboration

  15. 4. Share it! • Webinar: @tomderuyck @anoukw1 Structural collaboration

  16. Internal • Webinar: @tomderuyck @anoukw1 Structural collaboration

  17. Internal • Webinar: @tomderuyck @anoukw1 Structural collaboration

  18. Internal • Webinar: @tomderuyck @anoukw1 Structural collaboration

  19. Internal • Webinar: @tomderuyck @anoukw1 Structural collaboration

  20. Webinar: @tomderuyck @anoukw1 Structural collaboration

  21. External • Webinar: @tomderuyck @anoukw1 @tomderuyck Structural collaboration

  22. Webinar: @tomderuyck @anoukw1 Structural collaboration

  23. It’s an EVOLUTION, not a REVOLUTION! • Webinar: @tomderuyck @anoukw1 Structural collaboration

  24. Sharing IS caring • Webinar: @tomderuyck @anoukw1 Structural collaboration

  25. Webinar: @tomderuyck @anoukw1 Structural collaboration

  26. 1/ Your customers are the best consultants: they are for hire! • 2/ Structural collaboration is an end goal, and requires a step by step approach • 3 key takeaways • 3/ A pilot project is the first step towards structural collaboration • Webinar: @tomderuyck @anoukw1 Structural collaboration

  27. Tom De Ruyck Head of Research Communities Anouk Willems Senior Research Innovator • 1. What is it? • 2. How we do it? • Outline: • 3. Towards structural collaboration • Questions? • Webinar: @tomderuyck @anoukw1 Structural collaboration

  28. Tom De Ruyck Head of Research Communities Tom@insites-consulting.com Anouk Willems Senior Research Innovator Anouk@insites-consulting.com linkedin.com/in/tomderuyck @tomderuyck tom@insites-consulting.com www.insites-consulting.com New York – London – Ghent – Rotterdam – Timisoara

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