Real-Time Collaborative Methodologies in Market Research

real-time collaborative methodologies in market research june 2010, oxford university

- about face - social media and re search - real-time research - crowdsourcing - netnography - lifelogging - peer-to-peer - co-creation agenda

face real time, real world research

is a mix of researchers, planners, brand strategists and social media experts supported by a global network of associates and 15k people across our communities

youth co-creation community women’s co-creation community UboX tech co-creation community

international we have run communities & face to face research all over the world

who we work with

we use co-creativity to enable brands to interact directly with consumers on and offline in real time in the UK and internationally to deliver a range of insight , innovation , inspiration and planning objectives

evolved audiences huge untapped creative potential

empowered adiences quick, easy, cheap ways for voicing your opinion, super connected, always on

participatory culture ...way beyond media and consumption

post-consumer era “this is not a question of scale. It is a different way of existing” J.Murdoch

omnivorous remix/review “it is no longer about what your brand does to the consumer but what consumers are doing to and with your brand” Mark Earls

“ where the truth lies”

media clutter not only trust in ads has fallen but also its structural capacity of generating influence (reach)

sea of niches personalization, diversification, fragmentation, niches culture, tailored approach

always in beta personalization and diversification also mean that systems are getting flexible and adaptive to incorporate the users input

around me: pull NOT push fragmentation also means the new and only potential center is now “me”

rise of the real-time collective mind getting information that’s relevant to who I am, where I am and what I’m up to sharing information with the right people, at the right time, in the right way

It’s not information overload. It’s filter failure (c. shirky) But filters are getting better

ambient model continuous togetherness

and now these conversations are moving offline

stop calling it new media and digital it’s here and everywhere

re-mediation traditional media becomes more social social media becomes more curated

identity - who are you contacts - who you know activities - what you do … and social data:

what I read and share who I call who I email what I buy where I am who I meet what sites I visit what I tell them

the web learns to learn

this makes social media the richest insight field ever

a new habitat requires a new species

but how does all this affect research?

for the first time we can do qualitative research on a mass scale! impressive...

tap into the power of the crowd , build & listen to communities made for you, work directly with 1%er consumers who can really influence your brand the research funnel tap into the power of the crowd build & listen to communities made for you work directly with 1%er consumers who can really influence your brand

tap into the power of the crowd , build & listen to communities made for you, work directly with 1%er consumers who can really influence your brand consumer brand agency we approach any brief by treating agency, brand and consumers as equal partners in the challenge, equal stakeholders in the success the crowd ( the web ) your crowd ( communities ) the few ( 1%ers ) the co- in co-creation the mass ( the web ) the many ( communities ) the few ( 1%ers )

start broad

FACE Human-coded Software-coded FACE Human-coded Software-coded FACE social media analysis

Social Media messages do not create meaning and influence in an isolated way. They originate cross-channel conversations that only make sense as part of a broader storytelling process . In order to fully understand the meaning and impact of these conversations we designed the Story-tracker, a tool that clusters the conversations by narrative (story development), topic (e.g. iphone3gs-related) and viral structure (the distribution patterns of a piece of content) story-tracker

Outputs quantitative analysis of search results by time, location, language, channel measuring the levels of influence the buzz is generating defining the quality of these mentions: polarity, subjectivity, impartiality mapping out the content of these conversations, highlighting emergent issues, understanding how the brand is perceived understanding where these conversations are taking place and what are the hubs to monitor/target closely understanding who shapes these conversations and engaging with them directly brand visibility qualitative presence topics and perceptions brand influencers volumes and trends brand social graph

Outputs mentions trend brand visibility

Outputs qualitative presence topics & perceptions

Outputs brand influencers brand social network (conversation hubs)

engage the crowd

crowdsourcing

a brand issue or need is broken down into focused problem-solving tasks and broadcasted to a targeted group of solvers as an open call for solutions. the consumers generate, define, explore and validate ideas and also sort through and commenting on them to improve and develop them further. crowdsourcing for research

consumers response key insights & ideas hypothesis validation tasks ideas generation tasks consumers response voting on ideas selection

+bottom-up richness +global crowd +diversified crowd +wider range of talent +cost-effective +lots of ideas +rich insight +consumer-brand relationship +peer-rating +advocacy what you get

can range from simple ideas to full creative solutions needs / problems NPD insights communications visual identity user-experiences inspiration outputs

what’s missing many-to-one not very targeted bottom-up but still vertical access to insight and strategy collaboration editing, building on, refining funneling process face-to-face strategic thinking

talk to the many in your community

communities / netnography

bringing together groups of people over a certain period of time access to full range of web 2.0 tools to bring their views & experience directly to life – video, photo, images, status updates, social network profiles or simply text run by agency BUT with 24/7 client access to the content online communities

all stakeholders have 24/7 access to our communities they can monitor the interaction and access the discussions and the ideas as they are posted members of the core team work with Face to steer the research process as it happens agile research ongoing real-time engagement of the stakeholders

cover huge range of ground
stakeholder immersion
mix of public & private tasks
allows consumers to take a lead, and direct research
less questions & more opinion
fit round people’s lives
visual & creative tools to bring their worlds to life
highly flexible
key benefits

-online skews in some markets -not as good as tackling issues in a truly structured way things to consider

real-time flow of information on the go status updates and multimedia geo-tagging participants observe and comment on their own behavior they are able to share their observations and encouraged to comment on the others lifelogging

“ A distributed research network architecture composed of participants [CONSUMERS] that make a portion of their resources (such as processing power, disk storage or network bandwidth) directly available to other network participants” “ Peers are both suppliers and consumers of resources, in contrast to the traditional client-server model where only servers supply, and clients consume” peer-to-peer research

Peer-to-peer research is research from the inside done with and by the people, not on them Peer-to-peer research give you access to niches, insider perspective, understanding of influencers and genuine insights. Builds on the Social Media Immersion outputs cross-validating the insight and defining the exploration platforms for the research community peer-to-peer research

truly flexible tool, but generally focused on insight deep dive idea generation trend tracking concept evaluation real time seasonal insights validation behaviour tracking outputs

co-create with your team

Is the act of company stakeholders collaborating directly with selected (usually smaller) groups of consumers to work on a specific brief. Is about leveraging consumers’ creativity without preempting the results of the process Can take place on-line in communities or/and offline in workshops co-creation

The best ideas are then taken to a selected group of consumers who develop them further with the help of the brand stakeholders, the experts and agency planners and researchers. co-creation in the flow

strongest ideas dev tasks final concepts insights + refined concepts co-creation

+few-to-few-to-one +more targeted +bottom-up and top-down +collaboration, editing, building on +refinement and funneling +online & face-to-face +access to insight and strategy +strategic thinking +faster process +immersive +robust and tailored concepts what you get

written concepts supported by some basic visuals language NPD insights variants positioning validation inspiration outputs

-smaller crowd -local -less diversification -fewer ideas -more expensive than crowd-sourcing what’s missing [compared to crowdsourcing]

the case for a hybrid model bottom-up + top-down crowds + individuals group thinking + individual thinking

time to share your reports!

[email_address] @sharmilasub [email_address] @abc3d please fire any questions to us: www.facegroup.co.uk

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Real-Time Collaborative Methodologies in Market Research

by Face, Social Intelligence for Brands

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