The pandemic and the associated financial turmoil has accelerated the need for change in the insights process. Research needs to be agile, reliable and affordable. The best solution to these needs is communities, but to fully meet the challenge of 2021, we need to take communities to the next level. On 24 February 2021, we hosted a webinar presented by Ray Poynter, Chief Reserch Officer at Potentiate and Ysaline Lannoy, responsible for the Consumer & Shopper Insights at Nestlé.

1. The Future of
Communities
A Manifesto for Change
Ray Poynter,
Chief Research Officer,
Potentiate
Customer Centricity @ Nestlé
Ysaline Lannoy,
responsible for the Consumer & Shopper
Insights at Nestlé

2. © Potentiate 2021
Agenda
• Communities, where we are and how we got here
• The need for change
• The Manifesto
• Customer Centricity @ Nestlé
• Summary
• Creating Action
• Q & A

3. © Potentiate 2021
Communities – How did we get here?
Insight
Communities
Online
Research
Data
Quality
Internalising
Research
Customer
Centricity
Need for
Speed
Co-
creation
Cost
Efficiency

4. © Potentiate 2021
Where are we?
Best Practices
• Qual and Quant
• Highly engaged members
• Linked to other data
• Connected to the whole enterprise
• High cadence of usage
• Measuring ROI
But it doesn’t
always happen
“Almost ubiquitous – most savvy companies
have one or multiple communities.
The most widely adopted new research
techniques”
GRIT Report

5. © Potentiate 2021
The Need for Change
Agile
Democratising ROI
Platform
Explosion
Human-
Centricity
Making the Best Practices the Norm
And then Raising the Bar

6. © Potentiate 2021
Manifesto 1 - Human-Centricity
“We’re too focused on
understanding consumption
behaviour and shopping
behaviour. We need to
understand the human
condition, which you’ll only
know by observing, listening,
synthesising and deducing.”
Stan Sthanunathan (Executive
Vice President - Consumer &
Market Insights at Unilever)

7. © Potentiate 2021
Manifesto 2 - Based on Trust
“Only one-in-two respondents
believe market research benefits
them. There is a significant level
of concern with the use and
protection of their personal data
by market research companies,
possibly at least in part due to
feeling poorly informed.”
GRBN Global Trust Survey
2020

8. © Potentiate 2021
Manifesto 3 - Communities of Interest
“We give more value to the
things we have helped
make”
The IKEA Effect

9. © Potentiate 2021
Manifesto 4 - Longitudinal
“It is not unusual for an
unchanged NPS score to
mask 25% of customers
becoming less favourable
while 25% became more
favourable.”
White Paper
by MirrorWave

10. © Potentiate 2021
Manifesto 5 - Democratising
The Salomon Experience
“This combined tool can be utilized by
anyone in the company wishing to
interact with the CRM database to
glean insight. Connecting Alida Sparq
to Salomon’s CRM system enables
the organization to better define and
measure the consumer lifetime value,
understand consumer attitudes
toward down-sell, up-sell, and cross-
sell by sending automated follow-up
surveys, and conduct real-time deep
dives into low NPS scores as
customers are registered on their
websites and through in-store
experiences.”

11. © Potentiate 2021
Manifesto 6 - Agile
“The digital insight community
allows Twitch to gather insight
in a structured and scalable way.
In one example, a CPG partner
engaged the community to
test iterations of a campaign,
resulting in creative and
messaging that resonated with
Twitch’s audience and stayed
true to the client’s brand.”
Twitch, live streaming
and gaming platform.
* via Alida

12. © Potentiate 2021
Manifesto 7 - T-Shaped Research
"Alida has changed the way our
stakeholders view market research.
With our insight communities, we involve
the member in the entire product
development cycle, from idea generation
to design to validation. The insight of our
members allows us to understand the
‘whys’ behind the ‘whats’ that Big Data
gives us. It provides intelligence at the
speed required by the fast-moving tech
industry. There isn’t another tool in our
toolbox that delivers the same credibility
and agility for our stakeholders.”
Tony Tong, Senior Market Research
Manager, LinkedIn
* via Alida

13. © Potentiate 2021
Manifesto 8 - Clear ROI (Return on Investment)
“The community allows our
sales team to give retail partners
insights they can’t get anywhere
else. We’ve helped retailers
double down on the things that
work for them and drive sales
growth.”
Laura-Lynn Freck - Director
Shopper Insights, Red Bull
* via Alida

14. © Potentiate 2021
Manifesto 9 - Integrated
"We are enabling a 360 degree
view of customer, dealer and
employee perceptions on key
business topics. The 5 insight
communities complement each
other, providing a different lens
on a subject."
Emma Johnson, Manager of
ConsumerOne Connection &
Experience Innovation,
Toyota GB
* via Alida

15. © Potentiate 2021
Manifesto 10 - Empathy
Anna Williams | Verve | presenting at NewMR 2020
https://newmr.org/presentations/137554f0/
SAMSUNG
We used a year-long pop-up community to
explore Millennial consumer attitudes and
lifestyles in the Nordics – with the ultimate
aim of uncovering how Samsung could
better fit into their lives.
Using journals, diaries, exploratory
discussions, longitudinal product trials
and live debates we were able to
develop a complete picture of the target
audience which is now helping to
shape the next generation of features,
products and services.
This approach allowed us to keep in
touch with respondents on a regular
basis via their go-to channel – and over
the course of the year, we built up a rich
knowledge base about who they are
and what makes them tick.

16. Consumer centricity @ Nestlé
Ysaline Lannoy
Market Intelligence - Nestlé Belgilux
Consumer & Shopper Insights

17. Consumer Centricity @ Nestlé
A fast changing
world
Changes that
strongly impact our
consumers behaviour
the importance of
agility and active
listening
17

18. Consumer Centricity @ Nestlé
o Local understanding
 Active listening & co-
creation with our
community
 Design Adapted
solutions
 Create value >< PL
o A tool for punctual
and evolutive measures
18

19. Consumer Centricity @ Nestlé
19
7,5
Average satisfaction
8
Average satisfaction
for reports
Average impact of
Consolab on strategies
Setup deliverables
Start-up mindset: A direct discussion with your consumers
Agility: You can measure almost everything
Price: One price, unlimited amount of studies
Setup deliverables
Timing: 4/5 days between survey launch and analysis of the data
4/5
37
Studies led in 2020

20. 20
Thank you!

21. © Potentiate 2021
In Summary
1. Human-centricity is the key focus for
the future across all parts of your
organization
2. Your Insight Community is the key to
linking the organisation to the 360º view
of customers – beyond transactions
3. Your community needs to be an agile
asset that provides an ongoing
connection to customers – driving
insight, advocacy and ultimately ROI
“The future is
already here, it’s
just unevenly
distributed”
William Gibson

22. © Potentiate 2021
Creating Action – 3 key steps
Broad View
Take a broader view of
your insight needs, not
focused on tools, but
focused on what being
human-centric means
to your business
Define
Who you need to reach
and connect, in terms
of customers,
employees,
stakeholders and
beyond
Engage
With us to help activate
the manifesto in the
context of your
organisation

23. © Potentiate 2021
Our Panel and Q & A
Ray Poynter
Chief Research Officer
Potentiate
Amélie Le Brem
Managing Director Europe
Potentiate
Matthieu Perrin
Snr Vice President Europe
Potentiate
Ysaline Lannoy
Customer Insights Specialist
Nestlé

24. © Potentiate 2021
Q & A
Ray Poynter
Chief Research Officer
Potentiate
Emma Clark
Account Director
Potentiate

25. © Potentiate 2021
Our Panel and Q & A
Ray Poynter
Chief Research Officer
Potentiate
Richard Clark
Snr Vice President America
Potentiate
Michelle Vukic
Research Manager
Potentiate

26. © Potentiate 2021
hx@potentiate.com
Contact us

27. © Potentiate 2021
Thank you!
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