At the end of last month, I was privileged to talk at a recent NewMR event: “Putting the ‘Qual’ in Qualitative”. My talk was titled: “How to bring qualitative research results to live within the company?” In the presentation and the screencast, I’m sharing 6 tips about how to bring qualitative research results to live in your company. The tips are illustrated by a community we run for Heinz in The Netherlands. The screencast can be found here, below you will find the presentation with the 6 tips for the use and impactful reporting on marketing research online communities (MROCs) and 3 take-aways. I hope you like them!
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Author Archives: Anouk Willems
RWconnect: Empowering the Young & Old in MROCs
A research community is an engaging experience, which enables consumer to interact with like-minded peers about their favourite brands and/or topics. This works well for different consumer groups; from youngsters to the baby boomers and beyond. Depending on the consumers you invite for you research community, it’s essential to customise your settings and the story you want to tell. The group of ‘senior’ consumers is growing as baby boomers start retiring. And they are catching up with us online. The use of social networks among the older internet user has nearly doubled over the past year to 42% in the US (PEW Internet). For marketers & researchers, this is sufficient reason to get to know them a little better! For the senior consumers, we can already share some key learnings on grey power in communities. Yesterday, I’ve published these learnings at RWconnect!
My #moabouts experience: Putting gamification & infotainment into practice
At the 24th of January, I visited the last MOAbouts session which was centered around ‘Gamification & Infotainment in the research industry’. The most important word for me of this afternoon is ‘ENGAGEMENT’. Research is about connecting the company with the consumer and vice versa. To successfully do this, you need engagement, from both parties. And gamification & infotainment are great tools that can increase engagement. 3 experts shared their vision during the session: Jon Puleston (GMI), Peter Harrison (Brainjuicer) and Joëlla Marsman (HJ Heinz BV Netherlands). I’ve selected my three most important takeaways of the day.
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