Connecting with the Ever Changing Consumer Using a Digital Town Hall
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Transcript of Connecting with the Ever Changing Consumer Using a Digital Town Hall
CONNECTING WITH THE EVER CHANGING CONSUMER USING A DIGITAL TOWN HALL
Richard Watkins :: Cox Communications Kris Hartvigsen :: Vision Critical
Presentation Outline
Part I: Introduction – Digital Town Hall
Part II: Examples – Cox Communications
Part III: Redefining Panel
Part III: Key Take Away
Part III: Conclusion – Q & A
Introduction:Digital Town Hall
Digital Town HallA digital town hall is targeted group of customers (or potentials) whom you engage with and learn from over time.
• Typically quantitative (surveys)• Two-way private feedback• Topics and studies controlled by company• 1,000’s or 10,000’s of panelists
2006 2006 Launch of Our PanelLaunch of Our PanelCox Digital Town Hall
Getting it started…
Once they are a Resident….
They can participate in surveys…
Participate in discussions, forums…
Once they are a Resident….
Get Feedback Through Newsletters…
Once they are a Resident….
The Town Hall Provides Reporting
Examples:Digital Town Hall
Cox Communications – A Few Examples
Cost SavingsOver the past year and a half, we have realized the research value of several hundred thousand dollars more than the cost to maintain the Digital Town Hall.
Cox Communications – A Few Examples
Focused ResearchCox uses its Town Hall to test different concepts and narrow the pool of ideas to those with the most potential
Cox Communications – A Few Examples
Timely ResearchRecently the Town Hall provided their opinion on the importance of Environmental Citizenship. The Town Hall helped the company establish the importance of this issue faster than any other research mechanism.
Cox Communications – A Few Examples
Rapid ResearchThe company faced a competitive threat in which an answer was needed for a Senior Level Management meeting the next morning. Less than 18 hours after the initial discussion Cox had the answer.
Cox Communications – A Few Examples
The Evolving ConsumerBy using the Digital Town Hall, Cox was able to determine that the incidence of a new cable application would not yet support quantitative research.
Keys to Success
Corporate wide commitmentCorporate wide commitment
Prepare for ongoing maintenancePrepare for ongoing maintenance
React to both positive and negative feedbackReact to both positive and negative feedback
Qualitative benefits need to drive panelist participationQualitative benefits need to drive panelist participation
Potential Challenges
Do not over communicateDo not over communicate
Bring legal in earlyBring legal in early
Keep the panel fresh – panelists, topics & incentivesKeep the panel fresh – panelists, topics & incentives
Manage loyal biasManage loyal bias
Communicate internallyCommunicate internally
Redefining Panel:Integrate Panel & Community
• Invitation only, private environments• Company sponsored and/or owned by the client• Category specific• Exclusive, or at least foster a sense of insider exclusivity• Well profiled, with participants having been pre-
screened• Multi-media capable (photos, video etc.)
CommunityCommunity(qual)(qual)
Panel (quant)
Integration of Panel & Community
Quantitative Panel with 10,000 panelists
Breakout Communities of 300, still part of the panel
Interact with your target segments through quantitative
surveys
Invite panelists to additionally participate in
ongoing qualitative discussions. Seamlessly
run smaller breakout groups of varying sizes.
Can be both open member generated
content or directed tasks.
Integration of Panel & Community
Town Hall
Time ShiftingTechnology Adopters
Gamers
Mobile Video
Focused Engagement:Run Small Breakout Group(s)
Integration of Panel & Community
Start by brainstorming ideas in your community
Idea
Idea
Idea
Idea
Integration of Panel & Community
Take the 10 ideas that were generated in the community and go back to the broader panel with a quantitative concept sort
PanelPanel(quant)(quant)
CommunityCommunity(qual)(qual)
Integration of Panel & Community
Take the 3 concept sort winners from the panel and dissect them further within the community
PanelPanel(quant)(quant)
CommunityCommunity(qual)(qual)
Integration of Panel & Community
Can continue the cycle by going back to the community to brainstorm positioning and next stage ideas of winning concept
PanelPanel(quant)(quant)
CommunityCommunity(qual)(qual)
Integration of Panel & Community
• Custom Panels and Communities play well together
• Inform your quant. with your qual. inside one environment
• Run forums for as long as makes sense (weeks/months/years)
• Many ways to build communities (open house vs. VIP)
• Many techniques and tasks: surveys, quick polls, discussion forums, blogs, photo galleries, rich media exercises
• Target very specific groups (teens who like gadgets, live in the Northeast,
didn’t like your last ad campaign and had great ideas for a new product)
Integration of Panel & Community
Redefining Panel:Introduce Rich Media Questions
Introduce Rich Media Questions
Introduce Rich Media Questions
Introduce Rich Media Questions
Introduce Rich Media Questions
Introduce Rich Media Questions
Introduce Rich Media Questions
67%
49% 49%
32%Fusion
Flat
More likely to take part in
online surveys
No change from my current
participationparticipation
Engagement Lift +18 pts
n=1,850
n=1,755
Image: ESOMAR Paper Maximizing respondent engagement:
Introduce Rich Media Questions
8.8
8.3 8.2
8.7
7.9
7.4
Easy to complete Fun to complete More enjoyablethan most
Fusi
oFu
sio
nn Flat
Flat
Fusi
onFu
sion
Flat
Flat
Fusi
onFu
sion
Flat
Flat
Flat n = 1,850 Fusion n = 1,755
This survey was…
Image: ESOMAR Paper Maximizing respondent engagement:
Introduce Rich Media Questions
Key Take Away:
Why Did We Build a Digital Town Hall?
““Voice of the Customer” to drive business decisionsVoice of the Customer” to drive business decisionsQuick Turnaround / Rapid ResearchQuick Turnaround / Rapid ResearchCost EffectiveCost EffectiveBe Category Specific, Very ProprietaryBe Category Specific, Very ProprietaryHypothesis Generation & Directional ValidationsHypothesis Generation & Directional ValidationsBe Creative, Go Beyond Traditional Research MethodsBe Creative, Go Beyond Traditional Research MethodsFast and effective research capabilitiesFast and effective research capabilitiesAbility to integrate multimedia componentsAbility to integrate multimedia componentsOngoing customer insight and improvement suggestionsOngoing customer insight and improvement suggestions
Q & A
CONNECTING WITH THE EVER CHANGING CONSUMER USING A DIGITAL TOWN HALL
Richard Watkins :: Cox Communications Kris Hartvigsen :: Vision Critical