A new book to help people to understand insight communities

By common consent, research communities seem to have been the fastest growing new research approach over the last few years (a view that was supported by the latest GRIT report). Indeed, in some sectors, such as media, brands are beginning to worry about being the last to adopt the idea of having meaningful and on-going conversations with their customers. However, given the speed that the area is moving, there are a variety of definitions and concepts being used. For example, one hears talk of MROCs, consumer consulting boards, and community panels, to name just three. My preferred term is insight community, and that is the title I have used in my latest book “Insight Communities – Leveraging the Power of the Customer”. The book has been produced by Vision Critical University and I’d like to record my thanks to them and all of those who have helped review material and helped source the many case studies used in the book. The book is a short read, but covers key elements such as: short-term versus long-term, large versus small, and branded versus blind. The book is packed full of examples and case studies from organisations such as NASCAR, Discover Communications, CBS […]

Research Communities and Market Research Rules

One of the questions I get asked quite often is whether or not research communities, such as MROCs and Community Panels, are possible inside the rules of market research? The answer is caveated, it depends on which community and which country’s research rules. In the post below I will set out my layman’s (i.e. it could be wrong) view of where communities sit in terms of the rules. Why communities might NOT be market research? There are three main areas of concern: Many communities use client based incentives, e.g. shop vouchers, air miles, telephone minutes etc. This tends to be against societies’ guidelines as they (and some legislators) feel that this is either distorting the market or a form of sales promotion. Brands are keen to use these sorts of incentives because community members tend to prefer them and they increase the bonding of the community members and the community. If the community is intensive, for example a long term, qualitative/ideation community, the community members tend to become advocates for the brand. The view of societies’ tends to be that this is market distorting and can be seen as a form of marketing. Brands are keen on this element of […]

Market Research in Japan, an Alternative Adoption Curve

Click here to read in Japanese – 日本語 Most market researchers are familiar with the Rogers Adoption Curve, which divides the adoption of a successful new technology in to Innovators, Early Adopters, Early Majority, Late Majority, and Laggards. In a typical version of the curve, the proportions tend to be: Innovators 2.5% Early Adopters 13.5% Early majority 34% And the slower two categories make up 50%. However, in Japan, in market research and perhaps beyond, I think the proportions in the Rogers Adoption Curve need re-visiting. Data presented by Mr Hagihara (author of ‘Next Generation Market Research’) at a meeting of JMRX in Tokyo this week, showing the adoption of CATI in the 80s and 90s, suggests that Japan was slow to innovate in market research. More recently the data presented by Mr Hagihara show that Japan was very slow to start to adopt online surveys. However, by 2011 Japan had the highest percentage of online research in the World. In Japan 40% of research in 2011, by value, was conducted online, according to JMRA and ESOMAR. Talking with leading opinion formers in Tokyo this week, I formed the opinion that the Adoption Curve has a different shape in Japan. […]

How to run a successful MROC in Japan?

Click here to read in Japanese – 日本語 Yesterday in Tokyo I attended two events (one run by the JMA and one by JMRX – sponsored by GMO Research) and a client meeting, and one specific question arose at all three. The background to the question lies in Japan’s experience with MROCs (in particularly short-term, qualitative research communities). Although some companies have been very successful, several others have not, and some clients are beginning to be worried about MROCs. So, the question I was asked three times was “How do you create a good MROC in Japan?” By the time I had spoken to three audiences I had refined my answer down to three clear points: Good recruitment. A short-term, qualitative MROC (e.g. one month, 60 people) needs to be based on the right people. These people need to be informed about what they will be expected to do, they need to understand how to access the MROC, they need to be engaged with the topic (they might love the topic, hate the topic, be curious about the topic, have recently started using it, or perhaps have given it as a gift – but they need to be engaged). Good […]