Published on February 4, 2011
Community PanelsPandora’s Box or Panacea January 2011 Monique Morden President, Global Partner Program firstname.lastname@example.org
Definition Community MROC Community Panel Panel• Slightly different models• All the same premise • Private • Closed • Member to member interactions
Branded versus Blind
Target and Recruit
Recruit Challenges• Easy-er when you have email lists• Tricky-er when you don’t • Purchased recruit • Websites • Social media • Direct mail • On-site • Post of sale • Media (TV, Print, Radio, Online) • Sales force • Etc
People not Sample
Create a Destination
Portal Challenges• Designing the portal• Everyone is a creative expert/critic• Developing content• Updating content• Managing multi-lingual portals
Leverage Video• Client and Members
Leverage Discussion Forums16
Project/Activity Examples Letter to the Executive Ideation Rant and Rave about a topic or experience Bring back this product from the 1950’s… Video Ethnography Picture Sharing Make a 3-5 minutes video about… Share a picture of what comes to mind when you think about… Personality Assessment Highlighter What words come to mind when you think of this Text or images, isolate areas, follow up discussion brand? Content Management Storytelling (Context, Attitudes, Feedback) What/who do you want to see more of and less Tell us a story of a memorable experience of? 17
Design Challenges• Managing respondent burden• Matching incentive plan with research plan• Managing forums• Shifting approach from custom research to community panel research• Managing client
Analysis Challenges• Lots of information• Analyzing open ends and forum content• Speed of analysis• The colliding of quant and qual• Analyzing images/videos
VerbatimsThis is what I enjoy when I’m not working…
Discussion Analysis• Connect qual and quant data• Profile individual members• Filter Posts• Key word search• Examine by time period• Export for further analysis
Reporting Challenges• Lots of information• Speed of analysis• Format, frequency, audiences• Snapshots and holistic views• Communicating to internal stakeholders
Member Retention Extrinsic Intrinsic Solve Draws Advice and Participation Knowledge based Incentives Network Rant and Rave Reputation 25
Incentive Challenges• Points versus draws• Amounts• Type• Frequency• Cost• Fulfillment
Types of Incentives Recruit or Survey & Forum Surprise Special Welcome Incentives & Delights Projects Incentive Monthly Reward More time Welcome Monthly Contest for Best Quotes intensive projects Eg:Electronic product 2 winners of Cash 25 participants,voucher/discount cash $X / month 27
Communicate 2 8
Share Insights 29
Special Events – F2F30
Engagement Challenges• Designing the right incentive program• Feedback mechanisms • Newsletters • Email • Portal content• Tone• Authenticity
Global Challenges• Translation • Surveys, Forums, Portal, Invites, Reminders, Newsletters• Context • Brand, market, issue• Forums • Moderation, analysis, reporting32
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