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How netnography can be used to unlock the full potential of crowdsourcing contests: The case of the Mondelez chocolate lovers contest
Gregor Jawecki, Johannes Gebauer and Susanne Mathis-Alig, ESOMAR, Qualitative, Valencia, November 2013
This paper describes a project for Mondelez International, the food manufacturer, which combined crowdsourcing and netnography methods to generate insights.
This paper describes a project for Mondelez International, the food manufacturer, which combined crowdsourcing and netnography methods to generate insights. Until now crowdsourcing contests (idea generation via online platforms) and netnography (ethnography adapted to the internet) have been understood as two distinct approaches. By conducting a netnography-based content analysis of all contest output, an understanding of consumers' needs and preferences underlying the submitted ideas was gained. In addition netnographic validation in independent online communities provided insights into the ideas' relevance for the general market as well as hints for further improvement.
Less Facts, More Fiction: Expanding Research's Mind: Moving away from method, to a much wider definition of strategy as execution
James Ebdon, Elizabeth Lonergan and Leanne Tomasevic, ESOMAR, Congress, Istanbul, September 2013
This paper describes how an abundance of data is changing the role of market research from collecting the 'most and best data' towards generating valuable insights.
This paper describes how an abundance of data is changing the role of market research from collecting the 'most and best data' towards generating valuable insights. 'The messy mind agenda' articulates a four part shift in market research. A complex and unpredictable environment will require experimentation and learning over time. Researchers will need to 'critique and curate' information in order to identify what is important and useful to brands. Research should open up and have 'creative conversations' with brands and consumers in uncontrolled environments to generate new ideas and insights. In order to make brands distinct, they should focus on culture rather than consumers, developing a brand identity within that culture, and changing alongside it.
Crowdpower: How co-creation leads to strong product innovations
Andera Gadeib, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This research paper evaluates different key performance indicators with regards to their strengths in predicting the success of a new product idea.
This research paper evaluates different key performance indicators with regards to their strengths in predicting the success of a new product idea. An essential question in innovation is how well a new product will be accepted by the customer once it is launched. Measures are needed to detect opportunities in the early stages of innovation and to move the right ideas forward in the value chain. The method builds on the experience of classical product concept testing and combines it with a co-creation task to effectively shape and rework the ideas early in the innovation process. This is applied specifically to bringing new FMCG products to market, which require a fast development schedule.
Choice of consumer research methods in the front end of new product development
Mariëlle Creusen, Erik Jan Hultink and Katrin Eling, International Journal of Market Research, Vol. 55, No. 1, 2013, pp. 81-104
This study investigates the choice of consumer research methods in the fuzzy front end (FFE) of the new product development (NPD) process.
This study investigates the choice of consumer research methods in the fuzzy front end (FFE) of the new product development (NPD) process. First, it delivers an up-to-date overview of currently available consumer research methods for use in the FFE of NPD. Second, using an online questionnaire, we obtain insights into the use of these consumer research methods by B-to-C companies based in the Netherlands (N = 88, including many major multinational companies). Third, these companies provided the major reasons for choosing these methods, and specified the types of consumer information that they aim to gather using these methods. Finally, we investigate the influence of company size, type of products developed (durable/non-durable) and product newness on the use of these methods. Based on these findings, we build a contingency framework that helps companies to improve their choice of consumer research methods in the FFE, where consumer insights are most important for new product success.
Bringing ideas to life
Gavin Holt, Paul Lodwidge and Laura Cullimore, Market Research Society, Annual Conference, 2011
This paper describes a project by British Gas and Virtual Surveys to create a platform in which to engage consumers and to gather feedback on new products and services.It outlines how the organisers recruited customers to join a community and provided them with tools for interaction and feedback.
This paper describes a project by British Gas and Virtual Surveys to create a platform in which to engage consumers and to gather feedback on new products and services.It outlines how the organisers recruited customers to join a community and provided them with tools for interaction and feedback. The community was then used to test reaction to a new on-demand product for customers not contracted to British Gas, with the idea being withdrawn based on customer concerns.
Skiing Uphill: An Alternative to Traditional Research Practices For Canned Coffee Flavour Innovation
Sanja Burns, ESOMAR, Asia Pacific, Melbourne, 2011
This presentation was born out of the belief that flavours could be considered differently in product development.
This presentation was born out of the belief that flavours could be considered differently in product development. As such, it is tasked with exploring unconventional and peripheral paths for established practices; in this case flavour creation. Specifically, it looks at how consumer insight was used to change the context for flavour creation and led to fresh thinking about sensory possibilities for canned coffee in Japan.
Gaming 0.0 - A research game as an innovative 'offline' research tool
Jeroen Verbrugge, Abke Geels, Sylvie Verbiest, Arthur Fletcher, ESOMAR, Congress, Montreux, September 2009
This presentation addresses how FLEX/theINNOVATIONLAB and Blauw developed an innovative and smart board game, played by researchers, designers and consumers, to create a synergistic environment for ideation in order to get the best out of people.
This presentation addresses how FLEX/theINNOVATIONLAB and Blauw developed an innovative and smart board game, played by researchers, designers and consumers, to create a synergistic environment for ideation in order to get the best out of people. Ready to play? Feel the flow!
Join the research - participant-led open-ended questions
Annelies Verhaeghe, Tom De Ruyck and Niels Schillewaert, International Journal of Market Research, Vol. 50, No. 5, 2008, pp. 655-678
Recent internet developments permit reliance on the shared intelligence of groups for market research.
Recent internet developments permit reliance on the shared intelligence of groups for market research. We illustrate two applications in which users create content from their responses to open-ended questions. Both the ‘user-created brainstorm’ and ‘user-coded open end’ procedure prove useful for market research. We discuss the outcomes and show that the social and collaborative aspects of the applications positively influence user evaluations.
Generating and testing the ideas that will smell just right!
Jaroslav Cír, Evert Bos and David Whitelam, ESOMAR, Innovate! Conference, Copenhagen, June 2008
While 'brainstorming' can bind teams and build commitment to concepts, it is rarely a successful way to generate and test winning ideas.
While 'brainstorming' can bind teams and build commitment to concepts, it is rarely a successful way to generate and test winning ideas. This paper discusses Unilever's experience of the strengths and weaknesses of 'brainstorming' in the context of a deodorant innovation project, and shares the results of an intriguing innovative experiment comparing a large scale internal brainstorming process with an online use of external creative consumers. It argues that to generate truly innovative ideas, it is a good idea to get 'creative consumers' involved in the project online; workshops can then help articulate these ideas into well-articulated concepts; and, finally, creatives should be given licence to create, and the market should be left to decide.
Online ideation: faster, better and cheaper?
Douwe Rademaker and Luc Rens, ESOMAR, Innovate! Conference, Copenhagen, June 2008
If the number of hits in Google is by any means a measure of importance, then, with more than 94 million hits, innovation is a hot topic.
If the number of hits in Google is by any means a measure of importance, then, with more than 94 million hits, innovation is a hot topic. The generation of ideas - or 'ideation' - is obviously crucial for innovation, but it is also an expensive process, and ideas need to be carefully filtered in order to distinguish promising innovations from those which are likely merely to clutter the pipeline and lower the overall success rate. Online has offered a potential solution to this problem, but a focused approach is essential. In particular, showing an internet panel a description of a consumer problem and some visual stimuli, or looking to a small group of 'creative consumers' can lead to high levels if insight, an approach which is even more profitable if it is followed up with face to face interviews with members of this latter group.
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Brainstorming and generating ideas
Collaboration and co-creation
Computer-aided and technological solutions
Consumer and shopper panels
Ethnography and observation
Eye-tracking and visibility research
Neuroscience and biometric methods
Online market research
Qualiquant, mixed mode
Quantitative data collection
Scanner panels, retail audit
Social listening, real time research
Virtual reality and simulation methods
Innovation and NPD
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