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.
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.
Augmented ResearchPlugging Brands into the Fabric of Society Francesco D’Orazio, Research Director, @abc3d 1
We have been asking the wrong question
“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
“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
Cutting by keywords Aggregating by channels Weighting by influence
“A Periodic Table of Human Behaviours” David Bausola
A few types of available data… Social Location Behavioural
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
In the near future we are going to ‘wear data’ like we wear clothes* *Provided we get granular control over it
We are increasingly able to access vast amounts of information in a structured way through APIs
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
It’s up to us to come up with creative ways to join the dots
Augmented Research data-powered qualitative research for the network age
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
More on Pulsar Social Media Mining Solutions
More on Pulsar Social Media Mining Solutions
Augmenting the mining with nethnography
Augmenting the mining with ethnography
Augmenting the mining with crowd-sourcing
Augmenting the mining with social experiments Randomized sampling
Augmenting the mining with social data i.e. Twitter Streaming/REST, facebook Open Graph APIs
Augmenting the mining with location data
Augmenting the mining with CRM andbehavioural data
Augmenting the mining with storytelling
Augmenting the mining with storytelling
Augmenting the mining with robots
The social web provides inspiration Bots are like magnets, they learn and createrather than sever and aggregate
And this is a market research community. How do we augment it? More on Face Research Communities here
Augmenting market research communities with social data More on Face Research Communities here
Augmenting market research communities with category/subject data More on Face Research Communities here
Augmenting market research communities with social creativity More on Face Research Communities here
Augmenting nethnography with location data
Up till now, social media in research has been mostly about LISTENING. [ > to CONTENT > from a DISTANCE ]
But the opportunity is much bigger than listening. It’s about plugging brandsdirectly into the fabric of society
Research as a tune in operation that can turn an organization into a live networked organism
Joanna Chrzanowska
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