Curious Agency ServiceOverview_Master.ppt
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The document outlines the services offered by Critical Mass, Inc., focusing on qualitative research conducted through online communities, such as Shoptalk. It highlights various research methods, including interviews, focus groups, and usability testing, emphasizing the efficiency and responsiveness of custom online communities compared to traditional research. Additionally, it presents case studies showcasing the insights gained from their research methodologies and the value provided to clients.
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Deutsche Telekom (DTAG) is a leading telecommunications and information technology company, headquartered in Bonn, Germany. It's a major player in both the European and global markets, offering a wide range of services including mobile, fixed-line, broadband, and ICT solutions for both consumers and businesses.
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Key Features:
Integrated Telecommunications:
Deutsche Telekom provides a comprehensive suite of services, including mobile and fixed-line communication, internet access, and IPTV.
Global Presence:
While based in Germany, Deutsche Telekom operates internationally, with subsidiaries like T-Mobile USA and other companies across Europe and beyond.
Business Solutions:
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Innovation:
Deutsche Telekom invests in future technologies like 5G, IoT, and AI to develop new services and solutions.
Network Infrastructure:
The company has a vast fiber-optic network in Germany and invests heavily in expanding its mobile and fiber networks globally.
Key Brands:
Besides its main brand, Deutsche Telekom also operates the T-Mobile brand for mobile services and MagentaTV for IPTV.
Market Leader:
Deutsche Telekom is a dominant force in the German telecommunications market and one of the largest telecommunications providers in Europe, according to Wikipedia.
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Curious Agency ServiceOverview_Master.ppt
- 1. 息 2008 Critical Mass, Inc. All Rights Reserved curious and curious things November 12, 2008
- 2. 2 息 2008 Critical Mass, Inc. All Rights Reserved Curious? WhoTF? We Are 揃 Arif Hirani 揃 Anca Micheti 揃 Carolyn Marit 揃 Tara Franz (Squamish, BC) 揃 Nyle Feist (part time) We Do Qual, Mostly via Our Online Community 揃 Who knows what qual is?
- 3. 3 息 2008 Critical Mass, Inc. All Rights Reserved Primary Customer Research (with a small number of users)
- 4. 4 息 2008 Critical Mass, Inc. All Rights Reserved When We Do Qual Examples: ShopTalk Field Studies Interviews (in person and phone) Focus Groups Examples: Card Sorting and Labels Paper Prototype Testing Focus Groups Examples: Usability Testing (in person and remote) Impact Assessment Participatory Design Exploratory Research
- 5. 5 息 2008 Critical Mass, Inc. All Rights Reserved Making Smart People Brilliant We conduct the usual research like interviews, groups, ethnography, and usability testing. These methods are also used for all need states: exploratory, participatory, and assessment. Traditional Research Custom Communities ShopTalk for Client Use Clients rent our diverse, private, online community, answering any question posed. Learn attitudes, perceptions, behaviors, unmet needs, and even their ideas. We build our clients a private, custom community with their target audience for insights on demand. Learn by asking your customers or just by listening in on their conversations with each other.
- 6. 6 息 2008 Critical Mass, Inc. All Rights Reserved ShopWhat? ShopTalk Described 揃 Online community created for CM research 揃 150 people screened to be purchase decision makers 揃 Simple: We ask questionsthey answer. 揃 We collect various data, all qualitative 揃 Forums 揃 Surveys** 揃 Blogs 揃 Photos 揃 Videos
- 7. 7 息 2008 Critical Mass, Inc. All Rights Reserved Limitless Applications
- 8. 8 息 2008 Critical Mass, Inc. All Rights Reserved One Example of Many American Ale 揃 Insight: A large part of the enjoyment of a craft beer comes from the knowledge of its creation. 揃 Craftsmanship is about putting in time, effort, attention 揃 Craftspeople do it out of passion, dedication, and pride 揃 The result is unique, finished to perfection, and enduring/durable 揃 48 hours: Time between realizing we should ask consumers and the final presentation
- 9. 9 息 2008 Critical Mass, Inc. All Rights Reserved One Example of Many Nissan Online Configuration Pitch 揃 9 relevant findings: 揃 With respect to purchasing vehicles, stereotypes dont hold up in conscious thought. To the contrary, they frustrate people. 揃 The information in the config is likely serving two customers at a time. 揃 People know what they want the car to do or how it needs to behave. They dont necessarily know how that correlates to configuration. 揃 People do not think in binary; they continually evaluate and re-evaluate options within configuration as a series of tradeoffs. 揃 Configurators are a linear online process trying to help users complete a nonlinear thought process. 揃 Education happens within config, not necessarily beforehand. 揃 If not empowered with knowledge, configuration causes anxiety. 揃 People hear with their eyes. 揃 The website isnt the end of the need for configuration and the information within. 揃 48 hours: Time between realizing we should ask consumers and the final presentation
- 10. 10 息 2008 Critical Mass, Inc. All Rights Reserved Show Me
- 11. 11 息 2008 Critical Mass, Inc. All Rights Reserved Why Bother ShopTalk is AWESOME 揃 Focus 揃 Convenience 揃 Time to value (results *can* happen in a few days) 揃 Value far outweighs cost 揃 Previous topics: 揃 Buying New vs. Pre-owned Vehicles 揃 Customizing vehicles online 揃 Customer Reward Programs Good, Bad, Fugly 揃 Couponing online 揃 Favorite/Least Favorite Advertising 揃 Shopping on Impulse 揃 Buying Alcoholic Beverages 揃 Concerns about Healthcare Information 揃 PC.com tell us what you think
- 12. 12 息 2008 Critical Mass, Inc. All Rights Reserved Efficiencies of Community
- 13. 13 息 2008 Critical Mass, Inc. All Rights Reserved Go Further Custom Communities are AWESOMER 揃 Online communities built for clients exclusive use 揃 Contain only the audiences they care about 揃 Typical sizes range from 300-600 respondents 揃 Full control over discussion topics and schedule 揃 Learn by asking consumers 揃 Learn by listening in on consumers 揃 Create with consumers 揃 Fully managed by Curious (strategy, technology, recruitment, moderation, reporting)
- 14. 14 息 2008 Critical Mass, Inc. All Rights Reserved Go Further Custom Community Costs 揃 Vary by creative reqs, recruitment reqs, community duration and size, expected activity, and reporting needs 揃 Setup cost $15K - $30K 揃 Includes custom data fields, profile creation, and creative reqs 揃 Monthly cost $15K - $50K 揃 Includes everything (recruitment and top-ups, invitations, incentives, activity planning, moderation and seeding, analysis and reporting, administration and community support)
- 15. 15 息 2008 Critical Mass, Inc. All Rights Reserved Comparison w/ Traditional Interviews Ethnography* Focus Groups Community (6-months) Typical sample 10-20 10-12 10-20 300-600 Diversity Local Local Local National/Global Duration 1 hour 4-6 hours 2 hours 6+ months How well you get to know participants Good Excellent Poor Excellent Time from question to answer 4-7 weeks 6-8 weeks 4-7 weeks Hours or days Typical cost $20-35K $70-110K $12-20K $105-350K Number of times it can be used One-time One-time One-time Ongoing: Minimum weekly topics
- 16. 16 息 2008 Critical Mass, Inc. All Rights Reserved Compared to traditional research, communities Can have global instead of local respondents Are efficient rather than expensive Have hundreds of minds working instead of a handful Are nimble rather than cumbersome to use and manage Allow us to learn continuously instead of occasionally Yield insight in hours instead of weeks
- 17. 17 息 2008 Critical Mass, Inc. All Rights Reserved Traditional Yes to Discovery Methods 揃 Field observation 揃 Journal / diaries 揃 Discovery Interviews (lab, phone, online, home, work) 揃 Usability Interviews (lab, remote) 揃 For label testing, cart sorting, concept testing, prototype testing 揃 Focus Groups (lab, online)
- 18. 18 息 2008 Critical Mass, Inc. All Rights Reserved Curious Regarding Traditional Qual, We Dont 揃 compete with I&P 揃 We can help when your I&P team doesnt have the people, skills, or time to conduct qualitative research 揃 They are generally our primary clients and should manage engagements with us (when an I&P team exists on a given account) 揃 staff aug for I&P 揃 Curious team focuses solely on consumer research and none of the other services that I&P provides (business, competitive, industry) 揃 position ourselves as the cheapest alternative around (but were very competitive)
- 19. 19 息 2008 Critical Mass, Inc. All Rights Reserved Curious We Are Like a Vendor 揃 Fixed bid projects (separate DSOW required) 揃 Arms lengthish 揃 Extensive experience
- 20. 20 息 2008 Critical Mass, Inc. All Rights Reserved Curious But We Are Better Than Vendors 揃 We know experience design, so we know the real need 揃 We know CM process, which cuts down on wasted time 揃 We are in the office, within striking distance 揃 We trained other vendors, so were goodreally good 揃 Keep money in the family
- 21. 21 息 2008 Critical Mass, Inc. All Rights Reserved What You Get A Great Story 揃 The only ongoing, online destination where members have opted to connect with at&t using moderated forums, blogs, and photo sharing that will inspire a deep understanding of existing segments A Good Nights Sleep 揃 Full service everything; complete community set-up (creative, content, technology), then end-to-end research management (protocols, analysis, reporting) A Whip 揃 A dedicated team who are committed to research community best, and next, practices
- 22. 22 息 2008 Critical Mass, Inc. All Rights Reserved When to Look for Us Common Paths to Curious 揃 You dont have I&P people to conduct a study 揃 Your I&P people are too busy to conduct a study 揃 Your clients need to see *some* separation from moderators and the account 揃 You don't know any vendors to go to, or the good ones (ha) arent available 揃 You have less time than normal to get research done 揃 You may not have enough money for a full research project but your team needs insight 揃 You think Curious is clever and have seen our work
- 23. 23 息 2008 Critical Mass, Inc. All Rights Reserved Arif Hirani ahirani@criticalmass.com Director | Curious 403.206.4309
- 24. 24 息 2008 Critical Mass, Inc. All Rights Reserved