Connecting with the Ever Changing Consumer Using a Digital Town Hall

40
CONNECTING WITH THE EVER CHANGING CONSUMER USING A DIGITAL TOWN HALL Richard Watkins :: Cox Communications Kris Hartvigsen :: Vision Critical
  • date post

    16-Sep-2014
  • Category

    Business

  • view

    3
  • download

    0

description

 

Transcript of Connecting with the Ever Changing Consumer Using a Digital Town Hall

Page 1: 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

Page 2: Connecting with the Ever Changing Consumer Using a Digital Town Hall

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

Page 3: Connecting with the Ever Changing Consumer Using a Digital Town Hall

Introduction:Digital Town Hall

Page 4: Connecting with the Ever Changing Consumer Using a 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

Page 5: Connecting with the Ever Changing Consumer Using a Digital Town Hall

2006 2006 Launch of Our PanelLaunch of Our PanelCox Digital Town Hall

Page 6: Connecting with the Ever Changing Consumer Using a Digital Town Hall

Getting it started…

Page 7: Connecting with the Ever Changing Consumer Using a Digital Town Hall

Once they are a Resident….

They can participate in surveys…

Page 8: Connecting with the Ever Changing Consumer Using a Digital Town Hall

Participate in discussions, forums…

Once they are a Resident….

Page 9: Connecting with the Ever Changing Consumer Using a Digital Town Hall

Get Feedback Through Newsletters…

Once they are a Resident….

Page 10: Connecting with the Ever Changing Consumer Using a Digital Town Hall

The Town Hall Provides Reporting

Page 11: Connecting with the Ever Changing Consumer Using a Digital Town Hall

Examples:Digital Town Hall

Page 12: Connecting with the Ever Changing Consumer Using a 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.  

Page 13: Connecting with the Ever Changing Consumer Using a 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

Page 14: Connecting with the Ever Changing Consumer Using a Digital Town Hall

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. 

Page 15: Connecting with the Ever Changing Consumer Using a Digital Town Hall

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.

Page 16: Connecting with the Ever Changing Consumer Using a Digital Town Hall

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.

Page 17: Connecting with the Ever Changing Consumer Using a Digital Town Hall

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

Page 18: Connecting with the Ever Changing Consumer Using a Digital Town Hall

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

Page 19: Connecting with the Ever Changing Consumer Using a Digital Town Hall

Redefining Panel:Integrate Panel & Community

Page 20: Connecting with the Ever Changing Consumer Using a Digital Town Hall

• 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

Page 21: Connecting with the Ever Changing Consumer Using a Digital Town Hall

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

Page 22: Connecting with the Ever Changing Consumer Using a Digital Town Hall

Town Hall

Time ShiftingTechnology Adopters

Gamers

Mobile Video

Focused Engagement:Run Small Breakout Group(s)

Integration of Panel & Community

Page 23: Connecting with the Ever Changing Consumer Using a Digital Town Hall

Start by brainstorming ideas in your community

Idea

Idea

Idea

Idea

Integration of Panel & Community

Page 24: Connecting with the Ever Changing Consumer Using a Digital Town Hall

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

Page 25: Connecting with the Ever Changing Consumer Using a Digital Town Hall

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

Page 26: Connecting with the Ever Changing Consumer Using a Digital Town Hall

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

Page 27: Connecting with the Ever Changing Consumer Using a Digital Town Hall

• 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

Page 28: Connecting with the Ever Changing Consumer Using a Digital Town Hall

Redefining Panel:Introduce Rich Media Questions

Page 29: Connecting with the Ever Changing Consumer Using a Digital Town Hall

Introduce Rich Media Questions

Page 30: Connecting with the Ever Changing Consumer Using a Digital Town Hall

Introduce Rich Media Questions

Page 31: Connecting with the Ever Changing Consumer Using a Digital Town Hall

Introduce Rich Media Questions

Page 32: Connecting with the Ever Changing Consumer Using a Digital Town Hall

Introduce Rich Media Questions

Page 33: Connecting with the Ever Changing Consumer Using a Digital Town Hall

Introduce Rich Media Questions

Page 34: Connecting with the Ever Changing Consumer Using a Digital Town Hall

Introduce Rich Media Questions

Page 35: Connecting with the Ever Changing Consumer Using a Digital Town Hall

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

Page 36: Connecting with the Ever Changing Consumer Using a Digital Town Hall

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

Page 37: Connecting with the Ever Changing Consumer Using a Digital Town Hall

Key Take Away:

Page 38: Connecting with the Ever Changing Consumer Using a Digital Town Hall

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

Page 39: Connecting with the Ever Changing Consumer Using a Digital Town Hall

Q & A

Page 40: 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