2 icr mroc_japan20120523final

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Marketing

Published on March 7, 2014

Author: Experidgejapan

Source: slideshare.net

Innovation Community Research: How to Utilize MROCs to Generate Insights and Solutions Shiggy Kishikawa MROC Japan Insights Valley Asia @Penang, Malaysia 14:15-14:45 May 23, 2012 ©MROC JAPAN #IVA12 1

Agenda Why MROCs? ICR-IS Method® of MROCs Case Study ©MROC JAPAN 2

I. Why MROCs? Market Research ・Online Communities 1. Innovation and Co-Creation 2. Innovation and Needs 3. MROCs ©MROC JAPAN 3

How important is innovation for your company? INNOVATION ©MROC JAPAN 4

Co-Creation ©MROC JAPAN 5

Innovation and Needs The most important concept in marketing is NEEDS. By Philip Kotler ©MROC JAPAN 6

Winning Concept HEADLINE INSIGHTS (Fact=>NEEDS) BENEFITS (SOLUTIONS) RTB PRICE ©MROC JAPAN 7

Tatemae, Honne, and Subconsciousness 4% 1% 95% “Honne" (what Japanese consumers really feel inside) and “Tatemae" (what Japanese consumers say and do in public) ©MROC JAPAN 8

Elevator Speech of MROCs in 30 sec. Three values of MROCs (Faster, Cheaper, More effective insights) Community (Common interest, small & private) Real research - 360 degree qualitative online research ( Focus groups, Depth, Selfethno, Diary, Survey etc. ) - Always-on research (24 hours, 7 days, 365 days) - MOT research Engagement - Facilitation – Interaction –Intimacy – Honne –Sub-consciousness Source: ESOMAR Workshop by Communispace in Miami 2011 Left: Ms. Judy Schlack Right: Ms. Manila Austin ©MROC JAPAN 9

X Text mining ©MROC JAPAN 10

II. ICR-IS Method® 1. Finding Insights 2. Creating Solutions 3. Optimizing Concepts ©MROC JAPAN 11

ICR-IS Method® of MROCs Innovation/Insight Community Research -Insights & Solutions I. Finding Insight - Insights classification - Key insights - Insights Map ©MROC JAPAN II. Creating Solution - Idea generation based on insights - Super consumers - PCN III. Optimizing Concept - Concept clinic 12

I. Finding Insights Emotional Negative Positive Rational ©MROC JAPAN 13

Key Insights Relevance Edge ©MROC JAPAN 14

II. Creating Solutions Work shop at MROC ©MROC JAPAN Offline work shop 1.Super Consumer 2.Insights Map 3.PCN 15

1.Super Consumer Innovator-Influencer-Follower イノベーション ©MROC JAPAN 16

2. Insights Map PI/NI_EI/RI at MROCs <Needs> KEY PI/NI KEY EI/RI <Benefits> PI/NI EI/RI PI/NI EI/RI PI/NI EI/RI PI/NI EI/RI ©MROC JAPAN HAPPY SOLUTIONS PI/NI EI/RI Relevance x Edge 17

3. PCN Persona Context Needs ©MROC JAPAN 18

III. Optimizing Concepts : Concept Clinic Appeal-Impact-Relevance Value Question ©MROC JAPAN Barrier Improved Points 19

IN SUM: ICR-IS Method® of MROCs Innovation/Insight Community Research -Insights & Solutions I. Finding Insight - Insights classification - Key insights - Insights Map ©MROC JAPAN II. Creating Solution - Idea generation based on insights - Super consumers - PCN III. Optimizing Concept - Concept clinic 20

III. CASE STUDY 1. Home Electrical Appliance 2. Social Media Listening 3. Conclusion ©MROC JAPAN 21

MROCs Design MROCs Objective: Identify insights and generate initial new product idea Community: Home Electrical Appliance Fan Community (HEAF) Community Method: TCC (Short-tem MROCs) Community Member: 100 HEA users for housekeeping aged 20s-60s Community Period: Aug-Sep 2011 (One month) MROCs Platform: dub IdeaStream (UK) ©MROC JAPAN 22

Insights Map (1) Vacuum Cleaner <Needs> <Benefits> Heavy Put it on shoulder made by carbon Weak suction power Cumbersome to change nozzle Bad air ©MROC JAPAN Easy-touse for cleaning Key Insight Light weight VC Happy Solution Not charging type Telescopic nozzle Air cleaning 23

Insights Map (2) Microwave Oven <Benefits> <Needs> Operation button like PC Enjoy cooking Feeling of accomplishment Meet spirit of inquiry Professional ©MROC JAPAN Masterhand cooking Key Insight Fullfledged MO Taste which professional cooks make My menu registered Happy Solution Professional design 24

Reporting: Insights Visualization ©MROC JAPAN 25

Social Media Listening MROCs Concept Goals Encourage men’s housework participation Deliver “deliciousness” Increase added value Blog Insight Outcomes consider men’s hobbies; explore DIY, male mentality; handy tools are attractive producing delicious, authentic food is important; taste and appearance results matter sensitivity to odor and sound; interest in energy efficiency; personalization/customization Proposed Solutions Align product design with men’s hobbies Highlight product claims that focus on tasty results Make product a collectible item such as limited edition series or part of a set Utilize technology such as IH and pressure that can bring out the deliciousness in foods Reduce overall odor and sound Include an odor removal mechanism Include a smart meter to gauge energy usage and savings Select your own sound or even upload your music. By Lenz, Social media listening company ©MROC JAPAN 26 26

In Conclusion I HEAR AND I FORGET. I SEE AND I REMEMBER. I DO AND I UNDERSTAND. (Confucius) Try to Do MROCs! ©MROC JAPAN 27

THANK YOU! Twitter: @Experidge Blog: www.minnanomr.com Shigeru.kishikawa@mroc.jp ©MROC JAPAN 28

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