Walking the Talk. Co-creating the future of online research communities. Thomas Troch. Tom De Ruyck. Senior Research Innovator

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1 Walking the Talk Co-creating the future of online research communities Thomas Troch Senior Research Innovator Tom De Ruyck Head of Research Communities Think Opportunity! Smart Research Technology for Cost-Conscious Times ASC London,

2 Market Researchers: A Compass In The Financial Sandstorm (Bortner, 2008) Less dollars will be available for new studies Impact of economic uncertainty on market

3 Market Researchers: A Compass In The Financial Sandstorm (Bortner, 2008) Less dollars will be available for new studies while the business will demand more new ideas than ever. Impact of economic uncertainty on market

4 Serendip Multimedia Research Device (Troch, 2010) Constraints and a good old paradox are the perfect ingredients to stimulate creative solutions. Background in Industrial

5

6 RESEARCH carefully screened group of consumers gathered around a common

7 joining a closed online platform longitudinal connection managed by passionate moderators RESEARCH carefully screened group of consumers gathered around a common

8 joining a closed online platform longitudinal connection managed by passionate moderators co-creation & collaboration perceptions RESEARCH motivations underlying emotions aspirations carefully screened group of consumers gathered around a common

9 The capabilities of market driven organizations (Day, 1994) How to evaluate research methodologies and stimulate research innovation? Transformational benefits Informational benefits Automational

10 Everybody Famous community cluster ad hoc research questions in a longitudinal community involve not more participants than necessary (50-150) Automational benefits of #MROC

11 Everybody Famous community cluster ad hoc research questions in a longitudinal community involve not more participants than necessary (50-150) Automational benefits of #MROC

12 Everybody Famous community cluster ad hoc research questions in a longitudinal community involve not more participants than necessary (50-150) Automational benefits of #MROC access more research results faster and in a cost-efficient way

13 The Heineken Concept Club community longitudinal and asynchronous connection integrated multimedia tools game thinking Informational benefits of #MROC

14 The Heineken Concept Club community longitudinal and asynchronous connection integrated multimedia tools game thinking Informational benefits of #MROC

15 The Heineken Concept Club community longitudinal and asynchronous connection integrated multimedia tools game thinking Informational benefits of #MROC

16 The Heineken Concept Club community longitudinal and asynchronous connection integrated multimedia tools game thinking Informational benefits of #MROC discussions excel in number, length and richness

17 My Transfer Idea community consecutive learning over time co-creation and iteration of ideas and concepts Transformational benefits of #MROC

18 My Transfer Idea community consecutive learning over time co-creation and iteration of ideas and concepts Transformational benefits of #MROC

19 My Transfer Idea community consecutive learning over time co-creation and iteration of ideas and concepts Transformational benefits of #MROC increasing the impact of research and embedding the voice of the customer within the organization

20 How to go beyond the current benefits to combine an efficient approach with an engaging and impactful experience? Research participants Colleagues Online Research Community

21 #MROC Coffee&Learn.

22 #MROC Coffee&Learn. debugging and prioritizing software roadmap tips & tricks for managing MROCs guidelines for efficient analysis Co-creation with colleagues

23 #MROC Coffee&Learn. debugging and prioritizing software roadmap tips & tricks for managing MROCs guidelines for efficient analysis Co-creation with colleagues

24 #MROC Coffee&Learn. debugging and prioritizing software roadmap tips & tricks for managing MROCs guidelines for efficient analysis Co-creation with colleagues

25 #MROC Coffee&Learn. debugging and software roadmap tips & tricks for managing MROCs guidelines for efficient analysis Co-creation with colleagues automational improvements

26 #MROC Walk the Talk community,

27 #MROC Walk the Talk community, 2012 it s not about social tools, but about collaboration fine-tuning gamification vision how to give constructive feedback Co-creation with research participants

28 #MROC Walk the Talk community, 2012 it s not about social tools, but about collaboration fine-tuning gamification vision how to give constructive feedback Co-creation with research participants

29 #MROC Walk the Talk community, 2012 it s not about social tools, but about collaboration fine-tuning gamification vision how to give constructive feedback Co-creation with research participants

30 #MROC Walk the Talk community, 2012 it s not about social tools, but about collaboration fine-tuning gamification vision how to give constructive feedback Co-creation with research participants informational improvements

31 #MROC Client Connect Day Rotterdam,

32 #MROC Client Connect Day Rotterdam, 2010 tools to convince colleagues of conversation vision Impactful communication for maximum ROI tools to leverage research externally Co-creation with clients

33 #MROC Client Connect Day Rotterdam, 2010 tools to convince colleagues of conversation vision impactful communication for maximum ROI tools to leverage research externally Co-creation with clients

34 #MROC Client Connect Day Rotterdam, 2010 tools to convince colleagues of conversation vision impactful communication for maximum ROI tools to leverage research externally Co-creation with clients

35 #MROC Client Connect Day Rotterdam, 2010 tools to convince colleagues of conversation vision impactful communication for maximum ROI tools to leverage research externally Co-creation with clients transformational improvements

36 creativity is key in times of economic uncertainty do more with less and evaluate your methods co-create value with your stakeholders Conclusion

37 creativity is key in times of economic uncertainty do more with less and evaluate your methods co-create value with your stakeholders Conclusion

38 creativity is key in times of economic uncertainty do more with less and evaluate your methods co-create value with your stakeholders Conclusion

39 walk the talk

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