A NEW WAY OF UNDERSTANDING CONSUMER BEHAVIOUR

1. A NEW WAY OF UNDERSTANDING CONSUMER BEHAVIOUR • Award winning Digital Research Agency with special focus on online communities and social media monitoring • eCommunities • Active web listening • London • Warsaw • Nicosia • Istanbul • Bucharest • Rome • Michalis A. Michael • CEO - DigitalMR • +44 751 571 0370 • mmichael@digital-mr.com • Who we are: DIGITAL ECONOMY BRINGS CHALLENGES TO TRADITIONALMARKET RESEARCH Market Research, as we know it, is perfectly unsuited to add value in the digital economy; as a result, companies still use the “old school” approach which does not address the complexity of our times: they require more resources and achieve less impact. The biggest challenge for new market research companies is how to access the information quickly, in an optimal way and at an optimal cost. The job of a next generation market research company like DigitalMR is to connect the dots from multiple sources and make sense out of the deluge of data on behalf of its clients. True actionable business insights can only come out of synthesizing accurate data from many sources, not from analysing single source data. • What we offer: • BREAKTHROUGH IN CONSUMER AND EMPLOYEE UNDERSTANDING • Presence : • DigitalMR has developed eCommunities - a proprietary platform for: collaborative conversations with employees, collecting data and synthesizing insights, co-creating products and communicationmaterials with consumers. The consumers become an extended arm of the client services, operations, sales and marketing departments and turn out to be a very efficient source of unique learning about the company offering and the ideal way to communicate with the market. • To establish a powerful eCommunity you need: • -A solid, state of the art software platform especially developedfor consumer insights and engagement • - A proven member recruitment and management process • - An experienced and talented online community manager • - An experienced researcher as a client service manager • -Top class analysis/synthesis of the content and activity • Contact : • A CASE STUDY -COSMETIC PRODUCTS • A CASE STUDY -TOBACCO • A short term Community: For 4 weeks we recruited 15 women and asked them to record themselves on video, during their morning bathroom routine. They used webcams and mobile phones to do so and uploaded video clips on eCommunities. We then were able to design a discussion guide for in-depth interviews that followed, which would never deliver the same results if it hadn’t been for the ethnographic pre-cursor. • Value creation: The client saved about €20,000 from not having to send camera teams to the homes of consumers, and received insights in record time that would not have been possible using just traditional methods. • A long term community: Over 1000 tobacco smokers for a year; Community established to save money on market research. These people were very difficult to find –with an incidence rate below 1% - and thus very expensive to recruit into a community. The community sponsor was blind to the participants and thus competitive research as well as co-creation was carried out successfully; Gamification was used to motivate the community members to participate. • Value creation: The cost of a survey through the community was 9 time less than if these smokers where recruited in an ad-hoc manner.