- Tom De Ruyck & Niels Schillewaert
Always-on research: 24/7 dialogues with customers
In a research world where questionnaires of more than 20 minutes are considered to be ‘not done’ and consumers are less and less inclined to participate in research projects, it is almost a paradox that one would think about long-term dialogues with one’s customers. It is possible, however! In this presentation, Tom will elaborate on the following aspects:
Do’s & don’ts when creating a research community;
How do you get consumers to talk, how do you make them share insights and mainly... how do you keep them interested for several months?
The community moderator’s skills (as next gen qualitative researcher);
How research can suddenly become ‘fun’ or even ‘an experience’ for the participants if you apply the ‘gaming’ principles to research;
How to present research results to an entire company without using PowerPoint;
Community Research cases from the following companies will be presented: Unilever, ING, Philips, ...