Trends Impacting Market Research

Current Trends Data is Dead The Ways We Communicate & Connect Have Evolved Traditional Advertising is Crumbling Emergence of Web 3.0 Impact On Research Embracing New Tools Listening Asking Questions Observing Behavior Identifying Motivations/Anticipating Needs Moving Forward: Campos & CivicScience Key Takeaways Agenda 1

Current Trends

Data is Dead

The Ways We Communicate & Connect Have Evolved

Traditional Advertising is Crumbling

Emergence of Web 3.0

Impact On Research

Embracing New Tools

Listening

Asking Questions

Observing Behavior

Identifying Motivations/Anticipating Needs

Moving Forward: Campos & CivicScience

Key Takeaways

Current Trends

Current Trends

Current economic situation has led to loss of jobs and income Traditional data models are unraveling, and our basic assumptions are no longer true: People will be employed and live their lives in an upward trajectory. Researchers must accept this reality and adapt to emerging forms of data collection and analysis Current Trends: The Death of Data 4

Current economic situation has led to loss of jobs and income

Traditional data models are unraveling, and our basic assumptions are no longer true:

People will be employed

and live their lives in an upward trajectory.

Researchers must accept this reality and adapt to emerging forms of data collection and analysis

Current Trends: The Ways We Communicate & Connect Have Evolved 1970s…phone (landline) and fax 1980s...phone (landline), fax and cell phones 1990s...phone (landline), fax, cell phones, the internet and email 2000s…smart phone and internet Credit: 5

1970s…phone (landline) and fax

1980s...phone (landline), fax and cell phones

1990s...phone (landline), fax, cell phones, the internet and email

2000s…smart phone and internet

Today there are 1.6 billion online 4.4 billion mobile phone subscribers There will be 5.8 billion mobile subscribers worldwide by 2013 Credit: Internet World Stats 6/09, Portio Research 8/09 Current Trends: The Ways We Communicate & Connect Have Evolved 6

Today there are

1.6 billion online

4.4 billion mobile phone subscribers

There will be

5.8 billion mobile subscribers worldwide by 2013

Chat Rooms Blogs Instant Messaging Text Messaging & Multi-media Messaging Services Smart phones Current Trends: The Ways We Communicate & Connect Have Evolved Social Networking sites LinkedIn Facebook Twitter Photo & video-sharing sites Flickr YouTube Online Communities and Forums 7

Chat Rooms

Blogs

Instant Messaging

Text Messaging & Multi-media Messaging Services

Smart phones

Social Networking sites

LinkedIn

Facebook

Twitter

Photo & video-sharing sites

Flickr

YouTube

Online Communities and Forums

There is a Powerful Shift in Purchase Behavior: The Consumer is the New Marketer Customized Individualized Recommendations Current Trends: The Ways We Communicate & Connect Have Evolved 8

There is a Powerful Shift in Purchase Behavior:

The Consumer is the New Marketer

Customized Individualized Recommendations

Current Trends: Traditional Advertising is Crumbling Traditional advertising as a one-way communication from an untrusted source has little/no credibility and is not perceived as “authentic” Reviews are the “new” advertising and have tremendous impact on purchase decisions - offer more credibility Peer Reviews : posted/written by personal acquaintances or “twinsumers” Expert Reviews : posted/written by field experts that are unpaid Influencer Reviews : posted/written by people admired by consumers 9

Traditional advertising as a one-way communication from an untrusted source has little/no credibility and is not perceived as “authentic”

Reviews are the “new” advertising and have tremendous impact on purchase decisions - offer more credibility

Peer Reviews : posted/written by personal acquaintances or “twinsumers”

Expert Reviews : posted/written by field experts that are unpaid

Influencer Reviews : posted/written by people admired by consumers

10 Current Trends: Traditional Advertising is Crumbling Word of Mouth is the Most Trusted Source

Marriage of artificial and human intelligence (semantic web) Computers becoming more intuitive and categorizing information with “meaning” Virtual shopping/virtual lifestyles Ever-present Web/constantly updated information in real time Current Trends: Emergence of Web 3.0 11

Marriage of artificial and human intelligence (semantic web)

Computers becoming more intuitive and categorizing information with “meaning”

Virtual shopping/virtual lifestyles

Ever-present Web/constantly updated information in real time

The Impact on Research

The Impact on Research

Impact on Research: Embracing New Tools Since communication methods are constantly evolving, so must researchers Embracing the benefits while understanding the concerns of Social Media is crucial Pros: Data collection in real time Democratization of content More focus on context Data leaves a trail Preferred communication channels for younger age groups Opportunity for market research to be more widely accepted and appreciated by the masses Behavioral psychographic longitudinal profiling Cons: Managing large amounts of data/content Need for controls to ensure proper collection and analysis Authenticity of respondents/samples Must remain constantly abreast of new technology 13 Credit: Alert! July 2009

Since communication methods are constantly evolving, so must researchers

Embracing the benefits while understanding the concerns of Social Media is crucial

Pros:

Data collection in real time

Democratization of content

More focus on context

Data leaves a trail

Preferred communication channels for younger age groups

Opportunity for market research to be more widely accepted and appreciated by the masses

Behavioral psychographic longitudinal profiling

Cons:

Managing large amounts of data/content

Need for controls to ensure proper collection and analysis

Authenticity of respondents/samples

Must remain constantly abreast of new technology

Impact on Research: Embracing New Tools While what we as researchers do remains the same, how we do it has changed and will continue to advance Listening Asking Questions Observing Behavior Identifying Motivations Anticipating Needs 14

While what we as researchers do remains the same, how we do it has changed and will continue to advance

Listening

Asking Questions

Observing Behavior

Identifying Motivations

Anticipating Needs

Listening = Monitoring From periodic studies to research in real time/all the time Identify trends, opinions, issues Constant learning about target audience Enables addressing suggestions and concerns immediately Impact on Research: Embracing New Tools 15

Listening = Monitoring

From periodic studies to research in real time/all the time

Identify trends, opinions, issues

Constant learning about target audience

Enables addressing suggestions and concerns immediately

Tools Blog search tools Blog results aggregators Community, forum discussion and review site monitoring Twitter monitoring Multi-platform monitoring Subscription-based all-platform monitoring/aggregators Impact on Research: Embracing New Tools 16

Tools

Blog search tools

Blog results aggregators

Community, forum discussion and review site monitoring

Twitter monitoring

Multi-platform monitoring

Subscription-based all-platform monitoring/aggregators

Impact on Research: Embracing New Tools 17

Asking questions = Engaging in Conversations From moment-in-time surveys to engagement Creating forums for open conversations Using widgets to gain insight Building relationships to garner deeper knowledge Reaching respondents anywhere (mobile research) Real-time conversations between client & consumer, researcher and respondent Impact on Research: Embracing New Tools 18

Asking questions = Engaging in Conversations

From moment-in-time surveys to engagement

Creating forums for open conversations

Using widgets to gain insight

Building relationships to garner deeper knowledge

Reaching respondents anywhere (mobile research)

Real-time conversations between client & consumer, researcher and respondent

Tools Chat rooms and communities - participation, creation Brand micro-sites and “private label” social applications, tool usage, subscription-based community-building tools Wikis Web-based - Widgets - Online communities - Intelligent / fun / interactive polls and surveys Impact on Research: Embracing New Tools 19

Tools

Chat rooms and communities - participation, creation

Brand micro-sites and “private label” social applications, tool usage, subscription-based community-building tools

Wikis

Web-based

- Widgets

- Online communities

- Intelligent / fun / interactive polls and surveys

Impact on Research: Embracing New Tools 20

Observing Behavior From one way mirrors to multi-media conversations Allowing consumers to be creative while sharing rich, multi-dimensional feedback-incorporating music, video, images and animation Reaching respondents in their world using their tools Allow clients to “view” online real-time behavior Impact on Research: Embracing New Tools 21

Observing Behavior

From one way mirrors to multi-media conversations

Allowing consumers to be creative while sharing rich, multi-dimensional feedback-incorporating music, video, images and animation

Reaching respondents in their world using their tools

Allow clients to “view” online real-time behavior

Tools Mobile livecasting Lifecasting Photos, videos Music Game sharing, games on social networks Impact on Research: Embracing New Tools 22

Tools

Mobile livecasting

Lifecasting

Photos, videos

Music

Game sharing, games on social networks

Impact on Research: Embracing New Tools 23

Identifying motivations & anticipating needs Expert analysis is still the only way to learn and form actionable understandings of the consumer and marketplace The reality will be more “data” than we know what to do with Need for new algorithms, language analytics and data interpretations Need for innovative teams: research leaders, savvy thinkers, sociologists, psychologists, designers, pop culture specialists, etc. Impact on Research: Embracing New Tools 24

Identifying motivations & anticipating needs

Expert analysis is still the only way to learn and form actionable understandings of the consumer and marketplace

The reality will be more “data” than we know what to do with

Need for new algorithms, language analytics and data interpretations

Need for innovative teams: research leaders, savvy thinkers, sociologists, psychologists, designers, pop culture specialists, etc.

Moving Forward: Campos & CivicScience

Moving Forward: Campos & CivicScience

Moving Forward: Campos & CivicScience Software Company Panel Company Automated Insights “ Smarter” way to gather data More psychographic insight into your consumer Know your panel 26 Research Expertise

“ Smarter” way to gather data

More psychographic insight into your consumer

Know your panel

Building Insight: Campos & CivicScience Intelligent Web Polls & Widgets Social Media Applications Online Custom Panels 27

Key Takeaways

Key Takeaways

Key Takeaways Purchase behavior/decision making has shifted to a new powerful peer-to-peer model Researchers need to “plug in” to the conversations (researching in real time) Experience & understanding of research fundamentals can not be replaced by technology Convergence of mobile/smart phones & internet will lead to mobile research Clients need to listen to the Voice of the Consumer on an ongoing basis/in real time and have this process hardwired into the business 29

Purchase behavior/decision making has shifted to a new powerful peer-to-peer model

Researchers need to “plug in” to the conversations (researching in real time)

Experience & understanding of research fundamentals can not be replaced by technology

Convergence of mobile/smart phones & internet will lead to mobile research

Clients need to listen to the Voice of the Consumer on an ongoing basis/in real time and have this process hardwired into the business

Key Takeaways 6. Consumer and communication methods are changing rapidly; annual research projects will no longer reflect the consumers 7. Research will become more creative & imaginative, embracing multi-media learning and expanding teams to go beyond traditional researchers 8. Concerns about data quality will continue, but can be addressed in research models 9. Better and smarter analytical and data tools will allow for more efficient, effective research findings 30

Thank You Credits: Eva Rebek, Chris Maher, Shelley Shaw

Thank You

Credits: Eva Rebek, Chris Maher, Shelley Shaw