Bringing IdeaBlog to Cemena

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Bringing IdeaBlog to Cemena

• March 2008

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Welcome

• What is IdeaBlog?
• Why would my clients want it?
• But most importantly planning and logistics

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IdeaBlog - an online forum for Idea Development
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IdeaBlog more productive concept development
research
Engaging. Interactive. And Fun to participate in!

• Builds on the dynamics of social networking
• "Respondents" become participants, along with
  marketers and creatives
• Consumers react to and develop creative ideas,
  strategies, concepts, via
• Blog discussions (Qual)
• Mini-polls and surveys (Quant)
• Uploading their own concepts things that spring
  to mind (Videos, Pictures, URLs)
• Image mapping (interactive)

Fosters CREATIVITY
Better INSIGHTS
No other research offer brings to bear this
variety of functionality in a single solution
Seamlessly.
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IdeaBlog - Early stage Idea Development of any
kind

• 'Big Idea' testing
• Communication concepts
• Product concepts
• Brand strategy development
• Media planning concepts
• And many other creative research projects.
• Every IdeaBlog project is unique
• Each IdeaBlog project's content will be unique
  (to the specific objectives and requirements for
  that project)
• However, extracts from other research or MB qual
  and quant approaches can be integrated
• eg. elements of IdeaConnect (qual) IdeaSelect
  (quant) can be included in an IdeaBlog for
  communications development

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The philosophy and design underpinning Ideablog
engender superior research insights

• Trust
• Secure and monitored site, with participant
  'report post' self-policing function
• Participants visit the site at their convenience,
  from their own environment, and can complete
  tasks in any order they wish
• Encouragement
• Questioning and interactive discussion encourages
  personal expression, candid responses even
  polls and surveys are discussed and debated
• Reward
• "Carrot and stick" approach has proven very
  successful
• Carrot award for best overall submission, eg.
  200
• Stick minimum number of posts / comments
  required to receive basic incentive, typically
  15-20
• Loyalty Satisfaction
• Participant feedback has been overwhelmingly
  positive

• Trust, encouragement, reward, loyalty...
  satisfaction.
• Trust people and theyll be true to you. Treat
  them greatly, and they will show themselves to be
  great.

The Office UK / David Brent
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How it works

• Sample and Fieldwork
• Your target consumers are recruited from an
  online panel
• Number of participants is flexible, typically 100
• Participants enter site when they want over a
  defined period, as often as they like (within
  reason and minimum)
• Ideas take time and discussion to germinate each
  study likely to run for 1-2 weeks depending on
  objectives
• Its a blog but youre in control
• Secure access to the site only recruited
  respondents get in
• We control when topics are released- site
  monitored daily by MB staff
• Inappropriate content can be deleted and
  offenders barred report post functionality
  also enables respondents to self-police in
  addition to MB moderation

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IdeaBlog Showcase
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Participants upload images, videos and websites
to underline their thoughts
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Real depth of response

• Q What does 100 juice mean to you? You
  might want to use flickr or google images, or you
  can upload pictures of your own.

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Image mapping leverages creativity

• Images can be provided by clients or uploaded by
  participants

Images and map axis labels are completely flexible
Respondents love this task!
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Image mapping proves VERY popular
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The IdeaBlog process
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Acquisition Phase (1-2 weeks)
Preparation
Fieldwork
Finalisation
Acquisition

• Client Service has lead for IdeaBlog
• Present demo (sales deck and demo able IdeaBlog
  available) to client
• Check availability with DDI, collates cost
• Client Service confirms timings and commissions
  project to internal teams
• Commissions project to PM/PS and DDI

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Preparation Phase (1-2 weeks)
Preparation
Fieldwork
Finalisation
Acquisition

• CS creates draft Content Guide
• DDI checks content guide on methodological
  feasibility
• CS creates final (client approved) version
• DDI initializes IdeaBlog for project
• PM work with DP/S to upload all content to
  IdeaBlog
• PS selects and recruits respondents from the
  panel
• Content check by CS and PM
• PS sends invitation emails to the respondents

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Fieldwork Phase (1-2 weeks)
Preparation
Fieldwork
Finalisation
Acquisition

• CS moderates the blog daily
• CS can steer the discussion by commenting or
  creating new topics
• Surveys are scripted by DP/S (if necessary)
• Easy survey results with Dimensions toplines

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Finalisation Phase (1 week)
Fieldwork
Finalisation
Acquisition
Preparation

• DDI closes IdeaBlog for all respondents
  (moderators can still access)
• PM generates exports and toplines
• PM/CS agree payment of incentives
• PS sends thank you e-mails and fulfillment
• CS prepare written reports or analytic
  presentations as required

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Project costs and pricing

• How did we get to a first project price?
• Aim for standard price across MB organization
• Price needs to cover running cost and investments
• Price level was set to be somewhat higher than
  Link(directions from MB Global innovations)
• Project pricing based on a standard IdeaBlog
  project
• Max. 150 respondents
• One content guide
• Two weeks of field work
• Max. four questionnaires
• Standard output/results (no adhoc analyses
  provided by Operations

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Project costs and pricing
Cost for implementation IdeaBlog in a new
language 2.200,
Still waiting for Lightspeed to confirm the final
ratecard Used UK KO cost estimates for Euro
costs. Need to get European equivalents at some
point. Standard deliverable will be the site
itself plus short topline report. Also included a
rough estimate of the additional cost for a
comprehensive in-person ppt presentation.

• To be considered ballparks only.
• All IdeaBlog studies need to be costed on a local
  level to ensure accurate pricing.

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Language support

• IdeaBlog can be used in any language
• Until now 2 languages have been setup (English
  and Dutch)
• Once the first project is sold in another
  language, this language will be implemented
• Costs for implementing language will be covered
  by local unit (costs on-off 2.200)
• An extra time of 5 working days are needed in the
  planning stage to implement the language (once
  only)
• Marketing materials are available in English

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IdeaBlog Rollout

• IdeaBlog Champions will be appointed across the
  Cemena region
• Training will be supplied by Global Innovation
• New projects can be started today
• Contact DDI to check feasibility
• Schedule a kick off meeting with PM, DDI and KO
• Sales material can be found on Cemena Online
• IdeaBlog Showcase is available for client demos

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Important notes

• Current IdeaBlog is a beta release
• IdeaBlog concept is new in the research industry
• Clients expectations need to be managed carefully
• IdeaBlog Work in progress
• Some rough edges, some manual parts in the
  process
• Success depends on closely working together

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Important notes

• Capacity for four projects per month
• Not all at the same time, but spread over the
  month
• First come, first serve
• Average project duration 4 - 6 weeks
• Lead time 2 weeks after approval by CS team(1
  week after finalization of content guide)
• Results are available from the first day of
  fieldwork
• Availability TODAY!
• In the summer of 2008, IdeaBlog experiences will
  be evaluated

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Thank you for your time
Maarten Peschier