Augmented Research

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

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

Social Media allow us to see how interactions play out at network level

How do you fit into peoples lives?
What does it mean to be human?
© Avatar Sculpture Works 2005

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

Cutting by keywords
Aggregating by channels
Weighting by influence

©AlexandreFarto aka Vhils 2010
We are only just scratchingthe surface > CONTENT

©AlexandreFarto aka Vhils 2010
Missing out on
CONTEXT > stories, social spaces, physical spaces…
BEHAVIOUR > activities, purchase, consumption…

“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

“Your Life in 2020” © FrogDesign 2010

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

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 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

Augmenting market research communities with category/subject data

Augmenting market research communities with social creativity

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

Thanks!
@abc3d
francesco@facegroup.co.uk
www.facegroup.co.uk

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Augmented Research

by Face, the Co-Creation Agency on Mar 01, 2011

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