NGMR Disruptive Innovator Award for our Consumer Consulting Boards

Great news from The Market Research Event in Nashville, Tennessee as we just got awarded with one of the 2013 NGMR Awards! These Next Gen Market Research Awards recognize companies that have demonstrated leadership as change agents and made significant contributions to harnessing disruptive innovation. We’re extremely proud to receive this recognition for our pioneering work in managing Consumer Consulting Boards (aka online research communities).

But what makes us different from our competitors?

The key differentiator with other vendors is that we go to the heart of what market research is about: understanding humans and their social relationships. It is not about technology, but about building engagement with consumers as well as with executives. By immersing in the lives of the community members, a Consumer Consulting Board goes beyond question and answer in facilitating true collaboration and a consumer-centric company culture. Consumer Consulting Boards allow companies to build strategic and consultative consumer connections to improve knowledge and decision making.
Next to that, our Consumer Consulting Boards are a true collaboration experience and create impact on 3 levels:

  1. Knowledge Leverage. By means of tasks, challenges and gaming techniques we engage consumers to think harder to generate richer knowledge, improve decision making and maximize chances of detecting unique and meaningful consumer insights.
  2. Internal Leverage. We create a change within companies by truly changing the hearts, minds and actions of executives. We like to think we can bring consumers all the way up to the boardroom by means of creative reporting techniques and communication campaigns… because having insights without people bringing them into action is useless.
  3. External Leverage. By sharing market research information with the outside world, relevant content can be created that can spur positive brand conversations and ultimately growth. Next to marketing content we like to make sure that consumers who participate in our Consumer Consulting Boards go through a positive brand touch point experience.

Want to find out more on Consumer Consulting Boards? Read our free ebook The Consumer Consulting Board: Consumer shaping your business.

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We all know that what people say, does not always correspond with what they actually do. This phenomenon is also referred to as the ‘say-do gap’ and is especially visible in topics where people are prone to maintain a positive image by giving socially desirable responses. This often explains deviating election-poll results, or why stats are off for sensitive topics such as racism, substance use, smoking, or bankruptcies. Wanting to understand human behavior, it is thus not enough to focus on what people ‘think’ and ‘feel’; what they ‘do’ is another vital part of the research mix.

The insight community toolbox: ‘feel’ activities

Neuroscientists have found that if the brain’s emotions network is damaged, people would lose their ability not only to laugh or cry, but also to make decisions. Likewise, when making a decision, one does not say ‘What do I think about this’, but rather ‘How do I feel about this’. Clearly, emotions are key drivers of decision making.
This strong impact of emotions on behavior also has implications for marketing research, where ‘feel’ activities should be an integral part of the research mix.

The insight community toolbox: ‘think’ activities

For a long time, the dominant belief among philosophers, scientists and economists was that humans – and their decision making – are driven predominantly by ratio, and this was no different in marketing research. While we now understand that human behavior is complex and requires a multi-dimensional approach, ‘think’ activities are still an important part of the research mix – they allow to grasp the perceptions, opinions and attitudes people can easily express.