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The MySainsbury’s online colleague community
MRS Awards, Finalist, MRS Awards, December 2013
This article explains how Sainsbury's, the supermarket chain, replaced its employee research with an online community which allows employees to access information and express opinions.
This article explains how Sainsbury's, the supermarket chain, replaced its employee research with an online community which allows employees to access information and express opinions. The company's previous employee survey tool suffered from low response rates, making it unrepresentative. The platform developed allows employees to interact informally, mimics social networking, and generates feedback and ideas. Membership of the site is voluntary and 44,000 employees signed up in just over a year, forming 27% of the workforce. Insights generated through the platform have helped in product development and refinement of other internal communications.
Money Advice Service: Improving financial behaviour
Ali Pugh, Luke Perry and Michael Healey, MRS Awards, Finalist, MRS Awards, December 2013
This article explains research by the Money Advice Service, the UK government agency which provides advice for the public, which sought to understand the attitudes towards finances of a defined group of people and how this could be changed.
This article explains research by the Money Advice Service, the UK government agency which provides advice for the public, which sought to understand the attitudes towards finances of a defined group of people and how this could be changed. Focus groups, behavioural diaries, household case studies, customer journeys and further ethnographic methods were used. The insights informed the organisation's strategy at its establishment and continues to be used as a reference point.
Channel 4: UK tribes
MRS Awards, Finalist, MRS Awards, December 2013
This article describes long-term research by Channel 4, the UK television network, which focussed on 16-24 year olds' cultural and lifestyle preference.
This article describes long-term research by Channel 4, the UK television network, which focussed on 16-24 year olds' cultural and lifestyle preference. This group was segmented into 'tribes' based on their preferences. Working over eight years, the research recruited people to an online community through a 'find your tribe' game. Weekly questions are put to the community, providing ongoing insight into the behaviours of each tribe. The research data has been used by agencies and brands to win business and understand their consumers. Findings include that young people have responsible attitudes towards work, are establishing their own businesses to earn more money, enjoy expressing individuality, and prefer brands that are 'real'.
Dealing with busy Teens: How understanding patients with a rare metabolic disorder helped Nutricia to engage with young teens using an online market research community
Robert Dossin and Sarah Manley, MRS Awards, Finalist, MRS Awards, December 2013
This article describes an online market research community used by Nutricia, the clinical nutrition group owned by Danone, to improve its engagement with teenagers in the UK affected by a rare metabolic disorder.
This article describes an online market research community used by Nutricia, the clinical nutrition group owned by Danone, to improve its engagement with teenagers in the UK affected by a rare metabolic disorder. The company had found that engagement waned as the people affected grew up, and wanted to understand why. The online community was used to understand the day-to-day lives of teens affected by the disorder. Lasting for three weeks, there was a combination of group discussions and private individual engagement with the moderator on sensitive subjects. The research showed that Nutricia needed to communicate in a positive and empowering way with teens, replacing a paternalistic approach.
From eBay with love: How research helped put the sparkle on eBay’s Christmas planning
Suzanne Lugthart and Ruth Noble, MRS Awards, Winner, MRS Awards, December 2013
This article explains research by eBay, the online retailer, which sought to learn from a Christmas campaign and understand consumer needs at Christmas in the UK and Germany.
This article explains research by eBay, the online retailer, which sought to learn from a Christmas campaign and understand consumer needs at Christmas in the UK and Germany. The company had found that its Christmas trading peak ended earlier in December than its competitors, and that this was due to fears about item delivery times and suitability. A 'Sunday Spectacular' promotion was developed, with deals on a limited amount of stock. The research described here established that toys were eBay's biggest growth opportunity, men did not shop as had been previously thought, and 50% discounts are effective in converting sales. The findings have led to eBay's 2013 Christmas marketing campaign being more rationally based, with an extension of 'Sunday Spectaculars'.
Chobani: Cultivating a brand, one online community at a time
Emily Schildt, Research on Warc, The SoDA Report, 2013
This article describes how Chobani, the US Greek yoghurt brand, became number one in its category without using any traditional advertising.
This article describes how Chobani, the US Greek yoghurt brand, became number one in its category without using any traditional advertising. Instead it consciously focused on social media with the aim of creating a passionate fanbase online. This began with focusing on customer service, then moving onto proactive conversation with communities with shared interests. Keeping this function in-house provides the speed, agility and intimacy necessary to sustain this level of conversation but is also time-consuming and demanding of human resources. Through this engagement, Chobani allowed its consumers to shape the brand, informing everything from product development to marketing and communication.
Innovation in market research: Examples from Ericsson, Heinz and HP
Low Lai Chow, Event Reports, Qualitative 360 Asia, November 2013
This event report looks at innovative approaches to qualitative market research. Ericsson has employed WhatsApp, the mobile messaging app, to draw insights from smartphone users, and found it to be a forum where respondents spoke openly and freely in a way that did not often occur in traditional focus groups.
This event report looks at innovative approaches to qualitative market research. Ericsson has employed WhatsApp, the mobile messaging app, to draw insights from smartphone users, and found it to be a forum where respondents spoke openly and freely in a way that did not often occur in traditional focus groups. On its part, Heinz built an online community in the Netherlands, which has come to serve as a vital source of information for its brand and innovation teams. Elsewhere, HP sought to understand consumer attitudes towards printed materials by removing them from the everyday lives of its research panel for two days, encompassing everything from their passport to the letters on a keyboard and personal photos. It uncovered a number of "human truths" as a result.
Ideal participants in online market research: Lessons from closed communities
Aleksej Heinze, Elaine Ferneley and Paul Child, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 769-789
Online market research communities are dependent upon their members’ participation, which in turn provides market intelligence for community operators.
Online market research communities are dependent upon their members’ participation, which in turn provides market intelligence for community operators. However, people join these communities for different reasons. The selection process for market research community members and the moderation process of these communities have a number of pitfalls, which can result in misleading interpretations of intelligence and flawed decisions based on their contributions. Using social capital theory in conjunction with research on different motivational types of participant, this paper focuses on lessons from commercially operated, closed online market research communities; it provides us with insights on membership selection and community moderation methods. The practical finding is that the ideal participant of such communities would be attracted by activities and rewards, which do not directly or obviously relate to the specific objective of an online market research community.
Informed, uninformed and participative consent in social media research
Daniel Nunan and Baskin Yenicioglu, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 791-808
The use of online data is becoming increasingly essential for the generation of insight in today’s research environment.
The use of online data is becoming increasingly essential for the generation of insight in today’s research environment. This reflects the much wider range of data available online and the key role that social media now plays in interpersonal communication. However, the process of gaining permission to use social media data for research purposes creates a number of significant issues when considering compatibility with professional ethics guidelines. This paper critically explores the application of existing informed consent policies to social media research and compares with the form of consent gained by the social networks themselves, which we label ‘uninformed consent’. We argue that, as currently constructed, informed consent carries assumptions about the nature of privacy that are not consistent with the way that consumers behave in an online environment. On the other hand, uninformed consent relies on asymmetric relationships that are unlikely to succeed in an environment based on co-creation of value. The paper highlights the ethical ambiguity created by current approaches for gaining customer consent, and proposes a new conceptual framework based on participative consent that allows for greater alignment between consumer privacy and ethical concerns.
The benefit of social media: Bulletin board focus groups as a tool for co-creation
Sylvie E. Rolland and Guy Parmentier, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 809-827
Bulletin board methodology emerged at the end of the 1990s and is becoming the most frequently used qualitative study technique.
Bulletin board methodology emerged at the end of the 1990s and is becoming the most frequently used qualitative study technique. This interactive approach groups a community of participants in a private or public online forum for a duration that varies from several days to several months. Discoveries, exchanges of view, personal opinions and group reactions are all part of the power and interest of the internet in this era of social media. This article presents the principles of bulletin board development, and specifics to aid understanding of this tool within social networks and to help organisations adapt to a paradigm shift in marketing in which consumer-respondents are co-creators of meaning and knowledge.
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