A Presenta*on from The Fes*val of NewMR – Training Day
3 December 2012
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An Introduction to MROCs and Community Panels Ray Poynter, Vision Cri0cal University
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
An Introduction to MROCs and Community Panels
Ray Poynter Director @ Vision Critical University
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
The Fastest Growing New Approach
Private Branded Research
Communities
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
Banana Republic
Private
Branded
Research
Community
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
Qual
Key Dimensions
Days
Years
50,000+ 30
Qual & Quant
MROC
MROC
Community Panel
Qual & Quant
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
The Naming of Communities
PlaMorm Names
Client Names
Member Names
MROC Community Panel
Insight Engagement
My views My voice
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
The Discovery Story
• Launched in 2007 • Re-‐launched April 2012 with VC • Currently 3,000 core viewers • Response rates 50-‐55%
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
Let Us Entertain You
Engaging, interac*ve
surveys are key
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
Giving back
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
Uses of the Community
Programme Tes*ng
Start of Series Tes*ng
Talent Tes*ng
Sponsorship Research
Post Campaign Analysis
Tes*ng Print
Topical Research
Monthly Programme Tracker
The Institute of Directors
04/12/2012 11 Speaker Ray Poynter, Vision Critical University, UK Training Day – Session 1
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
Who are the Policy Voice members?
3,000 Policy Voice
members MD, CEO, CFO etc.
Member profile 85%
are male
90% are between 40-‐69 years
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
The Media
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
Influence
Influencing the Budget Policy Voice used to test business reac:on to a possible tax change. The responses fed back to the Chancellor.
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
Credibility and Engagement
All member comments are
reviewed Engaging
No fewer than 1,000
completes per survey
Only one survey a month to set expecta*ons
Consistent comple*on rate of 45%
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
www.cathaypacificinsights.com
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
4 Weeks
Week 1 – Build community, recruit 600 members
Weeks 2-4 – Profiling questionnaire – 6 Surveys – Online discussions – Rapid feedback to multiple teams
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
I was interested to know what improvements Cathay plan and also to be involved with those in some small
way.
As a loyal supporter of Cathay Pacific for over 25 years, I felt I had opinions that might ensure the CX brand retained its high
quality.
Why did customers join…
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
A very well executed
experience, I like the easy ways the ques:ons were set up and convenient for me to respond.
An excellent way to provide feedback on
CX product & services -‐ far beUer than those in-‐flight ques:onnaires. Being part of the panel makes you feel closer to CX..
How did customers find it …
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
Everywhere and anywhere
8%
12%
80%
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
Issues to Consider?
1. Short-term or Long-term? 2. Qual or ‘Quant + Qual’? 3. Self-serve, Assisted, Full-service? 4. Branded or Blind?
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
Short-Term Qual Tends to be a replacement for other research
– Groups, surveys, diaries
Often combined with high intensity research – Gamification – Ideation, co-creation, auto-ethnography – Face-to-face elements
For example: – Website designing, concept development, story
creation
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
Long-Term Qual Commitment to long-term listening and co-creating
Seen as the representatives of the customers and as advisors
Usage includes: – Co-creating designs, materials, literature – Mystery shopping – Mass ethnography and auto-ethnography – Concept screening
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
Long-Term Qual & Quant
The cost benefits tend to be driven by the quant
Panel management is key
Usage examples: – Qual – Everything except where non-users or market
sizing or fresh sample is required
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
Incentives
Short-term Qual Tends to be $ Long-term Qual Intrinsic & Extrinsic Long-term Qual & Quant Intrinsic & Extrinsic*
* With Long-‐term, Qual & Quant communi:es, panel management, including being able to provide intrinsic rewards and managing complex extrinsic rewards is key.
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
Thank you
Ray Poynter Director @ Vision Critical University
Ray Poynter, Vision Critical University, UK Festival of NewMR 2012 – Training Day – Session 1
Ray Poynter Email Ray @ ray.poynter@visioncri:cal.com Follow Ray’s tweets at @ hUp://twiUer.com/raypoynter Connect with Ray on LinkedIn @ hUp://uk.linkedin.com/in/raypoynter Find out about Ray’s book at @ hUp://bit.ly/cmFnbo Check out Vision Cri:cal University @ hUp://vcu.visioncri:cal.com/