Published on March 7, 2014
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.firstname.lastname@example.org ©MROC JAPAN 28
Brands are more invested today than ever before on curating and distributing paid,...
Marketers need to be creating and publishing original content across many differen...
As content marketing continues to increase in popularity in every industry, more m...
Il Direct Email Marketing (DEM) è una tipologia di marketing diretto che usa la po...
This presentation contains all 120 rules from Part 1 of the 2nd edition of "Email ...