Research Communities

Course context:
‘Market Research Online Communities’ (MROCs) are key to a company’s toolbox in order to reach ‘structural collaboration’. In the workshop we will elaborate on what’s next for MROCs in terms of new tools and new possibilities. We will pay special attention to how to really engage with consumers, how to report results in an impactful way and how to embed this voice of the customer within all departments of the organization. In other words, how to give consumers a seat on the board of your company. We will also argue that there are marketing leverage effects to running consumer communities, as will be illustrated by a multitude of client cases.

Level:
Specialisms

Who will benefit from this course?
Market Researchers (with a qualitative background), Marketing Managers & CxOs

Aims and objectives:
In this workshop you will get to know everything about the success factors for ‘structural collaboration’ with consumers. When we talk about structural collaboration we mean the integration of the voice of the customer in all decision-making flows of your company. In most companies, customers are only allowed to give feedback at the very end of a decision making flow through traditional market research.

Learning outcomes:
This presentation gives insights into how to involve the customer in every single phase of the decision making flow on an ongoing basis including:

• An inspirational view on structural collaboration between your company and the market, based on interviews with senior executives of (global) brands from different industries.
• Main reasons why your company should be serious about structural collaboration with customers.
• A clear overview of what will be key, in order to succeed with structural collaboration.
• An overview of some organisational measures your company will need to take when moving from one-off co-creation to structural collaboration.

Testimonials

“A fanstastic overview of the methodology by a true expert, Thanks MRS & Tom!.”

Guy Garside, Breaking Blue
21 June 2016

“Extremely helpful.”

“Thanks for a terrific workshop. Really thought-provoking with loads of excellent practical ideas. Brilliant!”

Chris Moody, Creston Insight
29 April 2014

“Massive thanks to Tom De Ruyck and MRS for a great training session...my head is still spinning!”