Copy of my presentation from Merlien conference in Berlin, MobileMR 2010: Market Research in the Mobile World
It has been a pretty hectic first month for me at Latitude Insights but what a blast it’s been. Already immersed in two very different communities it’s been great to learn and understand the various methods that make managing a community such a rewarding and valuable experience, not just for me but for our clients and members as well.
I have an online research background, so the idea of communicating with people via the Internet wasn’t new to me and is something I find very interesting. There is definitely a certain skill required to get the most out of people with whom you have no actual direct contact with but as people become more and more online savvy, the less noticeable the gap between online and offline communications continues to become. You may miss out on seeing how people express themselves physically but online I find that people are much more inclined to open up to you with information they may not usually share in a face to face environment.
Online communities evolve and run like any other community. There are leaders, there are followers and a mesh of relationships will build with time. What surprises me is just how quickly this happens. After the initial login, members introduce themselves and find common ground, as you would when you meet someone for the first time in real life. As a moderator, it’s a matter of using and nurturing these relationships in order to get participants talking with each other and also with me. Before long members are discussing and posting topics of their own such is the comfort that they have sharing information in the community. Communicating online is now no longer seen as scary or the domain of the IT geeks and as a result people are so much more comfortable engaging with others and meeting new friends. They help each other, they celebrate each other’s achievements and support each other through troubled times, just like a real community.
As a moderator I’ve learned that in the end I have to keep order but still don’t want to be the ‘tough guy’ who isn’t seen to have fun or have a personality and can be someone who members will want to chat and share their experiences with. How can I expect everyone in the community to share themselves if I’m not doing it myself?
I was used conducting focus groups with up to 8 participants at a time so have had to adjust to communities of over 100 running over a much longer time period. Sure, not everyone is talking at the same time but it really is great to see a larger group dynamic evolve to include me but also the experience of friendships grow and build.
Like the communities, I’m looking forward to growing and building upon my experience as time goes on.
It’s almost been a year since I started working with insights communities and I have learnt that they are filled with constant surprises. If you had asked me last September, what I expected from a role of an insights community moderator, I would have summed up, “To facilitate focus groups…online”. So a year later, what do I have to add?
Today I would say that a community moderator is more than just a facilitator. We spend months with participants in a community – I’ve even had a member describe the community as his “second family”. This is not unexpected; given that everyday we are invited into the lives of members. We travel their paths through pregnancies, holidays, graduations, and even funerals. The role of moderator is stretched to confidante, advisor, watchdog, IT tech, storyteller, leader, pupil, events organiser, cheerleader, and friend.
So, walking the thin line between the professional and personal, how does this tie in with our research? How do we remain objective, whilst we are subjective to the trials and tribulations of our members? I believe we don’t. Through the lens of familiarity, we grasp a deeper understanding of where members are coming from. Communities provide an environment to harness relationships, and this is a unique opportunity for qualitative research.
In the last year I have learnt how to be a better moderator by getting to know members. I have learnt how to be a better researcher by analysing data within a broader context. I look forward to the next 365 days of communities, and welcome whatever twists and turns they may bring…
Latitude Insight’s case study of iPhone users uncovered just what consumers find so fascinating about the iPhone, why they use that four-letter word – LOVE, and how brands can become part of this ‘affair’.
The study revealed that Smartphones change user’s lives. Initially thinking they are getting a new phone, with email and web capabilities, they find iPhone gives them so much more.
It helps them communicate. It makes them more connected because of its web capabilities. But going even further, the real benefits are about being more entertained, more efficient in what they do, having more freedom because they are not stuck to a computer, and having more ability do things away from home and work. It’s a whole new world where users can do things anywhere, anytime.
Smartphone users also admit to relying less on their computer now they have a mobile device. With predictions that by 2011, 85% of handsets will have some sort of browser, it’s important brands recognise the opportunity mobile devices gives them in terms of another distribution channel to engage with their customers.
Furthermore, with over 100,000 apps available, many free, it’s important apps have lasting traction. They need to ‘do’ something and have a tangible impact on time or convenience to be worthwhile and valued by users.
Last week was a buzz with all the talk of the new iPhone 4. What was interesting to read was how much it delivered in terms of the issues current iPhone users whinge about. Our iPhone community highlighted a number of areas iPhone users would like to see improved.
Firstly the camera. While the iPhone generally has managed to replace the need for carrying a separate iPod, diary, and so forth, it was not the case with the camera. Our iPhone community members told us that the low quality camera meant they rarely relied on it and certainly did not see it as a replacement for their digital camera. But an improvement from three to five megapixels with 5x digital zoom and inbuilt LED flash will certainly make a difference.
“I’m sure the next generation iPhone will have a great camera and that gives you a reason to upgrade.” Glenn, iPhone community member
What else did our members want to see improved :
Will these and other improvements be enough of a reason to upgrade? Not sure but the latest figures reported in Adnews today show the iPhone is certainly taking the lead in the Smartphone market, which doesn’t surprise us given our findings in our iPhone Insights Community.
Updated 17/06/10: Going on the strength of pre-orders it seems the iPhone 4 is enough of a reason to upgrade. According to SmartCompany pre-orders of iPhone hit new record with 600,000 in one day.
While debate rages whether the iPad is set to save or redefine publishing, consumers are quietly contemplating whether there is room in their lives for another digital device. We know it looks pretty, and had Apple-cool credentials, but do we really need one?
Even amongst Apple fans there is some question about the purpose of owning an iPad. To this end the answer is often, ‘what’s the point?’. We’ve already got desktops, laptops, gaming units, smartphones, and maybe even ebook readers. Or maybe we’re missing the actual point, that its not the iPhone users who will rush to embrace the iPad, but others who don’t see it as an overgrown version of their smartphone.
Our study of iPhone users, via an Online Insights Community, revealed that for most, the iPad wasn’t high up on their wish list. It was considered too large to be truly portable, and the lack of connectivity to other hardware meant that it wasn’t a legitimate substitute for a laptop or netbook. Beyond the obvious compatibility concerns is the issue that it is difficult to imagine a use for the iPad. Especially when many people felt that it would predominantly be used in-home. There is speculation that ‘maybe it will be good for…’ but not a lot of ‘I need it for…’.
“It doesn’t fulfill any need I have, so it’s not even a consideration for me”
It will be interesting to observe too, how quickly iPad users take up paid apps, especially those related to publishing and media. iPhone users are quick to identify that there’s a mounting cost once you factor in the hardware, data download and the price of apps. Justifying the additional spend on iPad apps, will require a change of attitude and behaviour in the consumption of content. It’s early days and iPad is the latest toy, but many people are waiting to see both how a second-gen iPad will differ, and how the publishing world will respond with apps.
And despite all the debate about whether there is a need for such a device, 1 million iPads were sold in just 28 days (compared to the 74 days it took to sell this many iPhones). So while we may not see a need for it – it seems the iPad may find a place in our lives.
And me – well I’m like the million others who want another toy, whether I need it or not!
One of the unique things about online communities is the nature of the relationship between the moderator/researcher and the participant. We talk to our members daily, get to know them personally over time and form close bonds which means that they become confident, open, willing and able to think more freely.
Because they have time to think about the issues we are discussing and can comment as they live within their real context, they raise issues that are important TO THEM rather than being constrained by the framework in which we have presented an idea. In this way we are given invaluable access into their actual behaviour, motivations, needs and attitudes, by allowing the consumer to set the agenda, rather than starting from a base of what we think consumers are interested in.
The long-term nature of communities also has other advantages. We can turn to the consumer at every step of the process from idea initiation and screening, concept development and refinement through continuous evaluation of revisions to comply with internal capabilities that occur as a result of feedback to ensure the product stays on target with consumer needs.
Instead of a quick 5-minute assessment, members have time to digest and reflect on the ideas within their usual thinking time and space, which may be over breakfast, in the shower, on the way to work or waiting in the car to pick up the kids as they scoff their ritual bar of chocolate. What this ensures is a much better quality evaluation and deeper insights.
There is also plenty of scope to take an ethnographic approach, tasking community members to complete online diaries, take photos or video footage and write bogs. One of the special things about our communities is that we know each member so well that we are able to virtually hand pick them to meet specific criteria for a longer term or targeted task.
An impressive array of new ideas is emerging from online research communities giving clients the potent competitive edge that they are been seeking. For more information on how and what we do click here.
Matt and Ben at PluggedIn have made a few predications about the year ahead, many of which I agree with. For us at Latitude it’s been a big year and it’s always good to take time to reflect on what has happened when looking to the future.
It was only a couple of weeks ago I was reminded of an article I wrote early last year in Research News about online qual and looking back on it highlights how much things have changed in the last 18 months. At that time, it seemed I was the only one in Australia talking about online communities. Fast forward 18 months and the buzz words at this year’s AMSRS conference was online communities. So if you didn’t know what they were, you do now and if you weren’t thinking about them, you have started to. The latest prediction is no surprise to us – MROCs will be big news next year.
Today it seems everyone has a different definition for what these are but over the next year I’m sure clearer definitions will emerge and we will stop comparing apples and oranges. We’ve seen some people talk about MROC’s, others use the term online research communities and then there are those who talk about online community panels but as time and experience emerge it will become clearer what the differences are.
We’ve seen a couple of big players enter the Australian market and the global players scrambling to get on board, but over the year we at Latitude have been working with a fantastic set of clients who are ahead of the curve. From FMCG icon brands to banks, well know Australian drama series, luxury cars and retailers we’ve covered the spectrum of diverse conversations with equally diverse audiences.
The beauty of our real time 24/7 connection to consumer conversations emerges as brands goes through a product recalls, competitors experience PR nightmares, social media trials go haywire and through it all we are getting immediate responses from consumers as they see it. The timeliness of the feedback procees is one of the biggest benefits for our clients. So there is no doubt in my mind that more clients (big and small) will see the benefits of online research communities and it will fundamentally change how research is integrated into their business .
And I take this opportunity to thank the fanatastic team of researchers, clients and community members I get to work with everyday. Without you, this would be no fun! And here’s to continuing the ride in the year ahead.
