GETTING INTIMATE
Together we build the future
Tom De RuyckNiels Schillewaert
Jo Caudron
Abstract
The goal of this paper is to draw a blueprint for an enhanced and holistic approach on online community research. Both researchers and clients will cede control to participants and make use of new web technologies, in the different phases of the research process. This new approach is very useful in researching consumer habits, practices and consumer needs which is followed by brainstorms with a larger group of participants. This finally results into new insights. Applications lie on the fuzzy front end of product and communication campaign development or product experience testing (e.g. in order to detect possible improvements).
Tom De Ruyck
Tom De Ruyck is Connected Research Manager at InSites Consulting and is specialized in online qualitative research. He graduated from the Master of Marketing Analysis program at Ghent University where he was closely involved in research projects.
He also holds an Applied Economic Sciences degree (Ghent University) where he specialized in marketing.
Tom is specialized in marketing communications, especially new marketing and Web 2.0.
Niels Schillewaert
Niels Schillewaert is co-founder and managing partner of InSites Consulting. Niels holds a Ph.D. in Applied Economics (University Ghent - cum maxima laude) and studied at The Pennsylvania State University (U.S.A.) during his doctoral research (Institute for the Study of Business Markets). Next to his consultancy activities at InSites Consulting, he is a marketing professor at Ghent University and the Vlerick Leuven Ghent Management School, where is director of the Master in Marketing Management. Over the years he has built up strong research and methodological skills and has advised many companies in terms of marketing and e-business strategies. His consulting and market research competencies span a wide variety of topics such as customer satisfaction, segmentation research, internet marketing, business-to-business marketing, pharmaceutical marketing, adoption of new technologies and implementation of information technology in organizations (sales automation and CRM tools). Niels has published in leading scientific journals such as The Journal of Business Research, The Journal of the Market Research Society and The Journal of Database Marketing, as well as in the proceedings of numerous conferences such as the Academy of Marketing Science Conference, and the European Marketing Academy Conference. Niels also holds a Master in Marketing (SLM - Vlerick Leuven Ghent Management School) and a major in Applied Economics.
Jo Caudron
One of the leading people in the Belgian digital communication scene.
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