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Augmented Research

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Originally presented at WARC "Online Research Now & Next" 1 March 2011, London, this slide show delves into how to get deeper insights out of data by combining one set of data with another …

Originally presented at WARC "Online Research Now & Next" 1 March 2011, London, this slide show delves into how to get deeper insights out of data by combining one set of data with another set.

Rather than just looking at social media volumes, or a market research online community's responses, this presentation will show you how you can combine different types of data for better insights.

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  • 1. Augmented ResearchPlugging Brands into the Fabric of Society
    Francesco D’Orazio, Research Director, @abc3d
    1
  • 2. We have been asking the wrong question
  • 3. “We talk of the relationships consumers have with our brands as if they were primary but the data points to things being otherwise. Consumers’ most valuable relationships are not with brands but with other consumers” Mark Earls
     
  • 4.
  • 5. Social media allow us to learn about the relationships and interactions between consumers and how brands can fit into that equation 
    Cosmic 140 © Information Architects, Inc. 2010
  • 6. Social Media allow us to see how interactions play out at network level
  • 7. How do you fit into peoples lives?
    What does it mean to be human?
    © Avatar Sculpture Works 2005
  • 8. SMinR 2010
     
    “most researchers are not immersed in it…social media is still viewed by many as just a tool rather than as an immersive environment.”
    full Social Media In Research 2010 Study at http://www.facegroup.co.uk/category/sminr
  • 9. Cutting by keywords
    Aggregating by channels
    Weighting by influence
  • 10. ©AlexandreFarto aka Vhils 2010
    We are only just scratchingthe surface > CONTENT
  • 11. ©AlexandreFarto aka Vhils 2010
    Missing out on
    CONTEXT > stories, social spaces, physical spaces…
    BEHAVIOUR > activities, purchase, consumption…
  • 12. “A Periodic Table of Human Behaviours” David Bausola
  • 13. A few types of available data…
    Social
    Location
    Behavioural
  • 14. Social+BehaviouralData will lead towardsPersonal Predictive Agents
    Location data as “Remote Control for Reality” (Amber Case)
    Networks of sensors will make for a sentient web of sentient objects
  • 15. In the near future we are going to ‘wear data’ like we wear clothes*
    *Provided we get granular control over it
  • 16. “Your Life in 2020” © FrogDesign 2010
  • 17. “Your Life in 2020” © FrogDesign 2010
  • 18. “Your Life in 2020” © FrogDesign 2010
  • 19. We are increasingly able to access vast amounts of information in a structured way through APIs
  • 20. Access to real-time data allows us to:
    Authenticate information
    Be adaptive, optimize product and strategy
    Increase satisfaction
    Better understand context and behaviour
    Predict future behaviour
  • 21. It’s up to us to come up with creative ways to join the dots
  • 22. Augmented Research
    data-powered qualitative research
    for the network age
  • 23. the packaging looks cool but...
    PICTURE
    POLLS
    This is social media mining. How do we augment it?
    CHAT
    love this ad...
    did you hear that..
    saw this on fb
    BLOG
    this is cool..
    check this out
    VIDEO
    action
    web scan
    action
    targeted monitoring
    feedback
    feedback
    noise reduction
    refined mentions
    feedback
    feedback
    analysis
    reporting
  • 24. More on Pulsar Social Media Mining Solutions
  • 25. More on Pulsar Social Media Mining Solutions
  • 26. Augmenting the mining with nethnography
  • 27. Augmenting the mining with ethnography
  • 28. Augmenting the mining with crowd-sourcing
  • 29. Augmenting the mining with social experiments
    Randomized sampling
  • 30. Augmenting the mining with social data i.e. Twitter Streaming/REST, facebook Open Graph APIs
  • 31. Augmenting the mining with location data
  • 32. Augmenting the mining with CRM andbehavioural
    data
  • 33. Augmenting the mining with storytelling
  • 34. Augmenting the mining with storytelling
  • 35. Augmenting the mining with robots
  • 36. The social web provides inspiration
    Bots are like magnets, they learn and createrather than sever and aggregate
  • 37. And this is a market research community. How do we augment it?
    More on Face Research Communities here
  • 38. Augmenting market research communities with social data
    More on Face Research Communities here
  • 39. Augmenting market research communities with category/subject data
    More on Face Research Communities here
  • 40. Augmenting market research communities with social creativity
    More on Face Research Communities here
  • 41. Augmenting nethnography with location data
  • 42. Up till now, social media in research has been mostly about LISTENING. [ > to CONTENT > from a DISTANCE ]
  • 43. But the opportunity is much bigger than listening.
    It’s about plugging brandsdirectly into the fabric of society
  • 44. Research as a tune in operation that can turn an organization into a live networked organism
  • 45.
  • 46. Thanks!
    @abc3d
    francesco@facegroup.co.uk
    www.facegroup.co.uk