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The Co-creation Planning Agency




Research 3.0
real-time intelligence, collaborative
research, adaptive brand planning
You are here

#1 About Face
#2 Why do we need to evolve
#3 Real-time Intelligence
#4 Collaborative Research
#5 Adaptive Planning
is a mix of researchers, planners, brand strategists
         and social media experts based in London

we are part of the international research network
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 and
              activation/social media objectives
You are here

#1 About Face
#2 Why do we need to evolve
#3 Real-time Intelligence
#4 Collaborative Research
#5 Adaptive Planning
evolved consumers
huge untapped creative potential
empowered
 consumer
quick, easy, cheap ways
for voicing your opinion,
    super connected,
        always on
post-consumer era
       “this is not a question of scale.
It is a different way of existing” J.Murdoch
“where the truth lies”
not only trust in ads
has fallen but also its
structural capacity of
generating influence
(reach)


media clutter
sea of
 niches
personalization,
 diversification,
 fragmentation,
niches culture,


    tailored
   approach
around me:
      pull NOT push
fragmentation also means the new and
   only potential center is now “me”
real-time immediacy
and the collective mind
                                  getting
                       information thatʼs
                                 relevant
                            to who I am,
                         where I am and
                           what Iʼm up to
                                   sharing
                     information with the
                              right people,
                         at the right time,
                          in the right way
ambient model
   continuous
 togetherness
always in beta
  personalization and diversification also mean
that systems have to be flexible and adaptive to
          incorporate the users input
the web re-learns
to learn
and these conversations
are going offline
…and social data:


identity - who are you


                contacts - who you know



                               activities - what you do
what sites I visit   what I buy




what I read and share                 where I am



    who I email                          who I meet




            what I tell them      who I call
this makes social media
 the richest insight field
          ever
but how does all this
  affect research?
for the first time
        we can do
  qualitative research
    on a mass scale!




impressive...
on the verge of a
new evolution in research

a) Qual Research - Ethnography

   b) Research 2.0 - Communities

       c) Research 3.0 - Real-time
Research 3.0


#1 Real-time Intelligence
#2 Collaborative Research
#3 Adaptive Planning
You are here

#1 About Face
#2 Why do we need to evolve
#3 Real-time Intelligence
#4 Collaborative Research
#5 Adaptive Planning
Research 3.0
#1 Real-time Intelligence

a) Social Media Immersion
b) Insights Dashboards
June/August 09
#1 Real-time
social media immersion
                      1) Scan the web for
                         relevant content.

                2) Build a targeted media
               panel in order to track and
                monitor a vast number of
                    social media sources.

                3) The tracked content is
              than refined, stored into an
              online database and mined
                  in real-time to generate
                              rich insights.
#1 Real-time
social media immersion

         a) Mention Trends
          b) Brand Visibility
      c) Qualitative Presence
     d) Topics and Perceptions
      e) Brand Social Network
        f) Brand Influencers
#1 Real-time
mention trends
#1 Real-time
brand visibility
#1 Real-time
qualitative presence
  polarity (is the statement positive or
  negative?)

  intensity (what is the degree of emotion
  being expressed?)

  subjectivity (how partial or impartial is
  the source?)
#1 Real-time
qualitative presence/2
#1 Real-time
topics and perceptions
#1 Real-time
brand social network
#1 Real-time
brand influencers
#1 Real-time
insights dashboards
#1 Real-time
insights dashboards
#1 Real-time
data visualization is key
 •   quicker grasp on information
 •   manage bigger amounts of information
 •   easier pattern recognition
 •   takes more variables into account
 •   more actionable insights
 •   easier to share insights
You are here

#1 About Face
#2 Why do we need to evolve
#3 Real-time Intelligence
#4 Collaborative Research
#5 Adaptive Planning
Research 3.0
#2 Collaborative Research

a) Peer-to-Peer Research
b) Immersion Community
c) Crowd-sourcing
d) Co-creation
#2 Collaborative Research
                    the process
                    insights
             insights          insights

                        insights
                 insights        insights   platforms
                                                                                     insights
               insights        insights
                      insights




                                                                    insights
Once the platforms for collaboration have been          insights
                                                               insights
identified the communities are engaged through                            insights
a) exploration tasks, b) crowd-sourcing tasks            insights    insights
                                                               insights
and c) co-creation tasks
#2 Collaborative Research
peer-to-peer research
“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”
#2 Collaborative Research
peer-to-peer research/2
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
TechTribe 09
                A distributed network of 15
                 research agents recruited
                          through our youth
                       community Headbox

                 Tech, Fashion and Social
                Media usage were covered
#2 Collaborative Research
research community
 Online community with stimulus to encourage category
 exploration and insight, team bonding, and creative
 stimulation.

 360° view of users to see how the brand fits in their
 everyday life.

 Specific tasks are designed to investigate further the
 themes emerged in the monitoring and peer-to-peer
 stage.
ongoing consumer insight community


                   THE BRIEF deliver an ongoing stream of insight to help the
               Coca Cola planning team stay close to the teen and young adult
               market. Provide a sounding board for the brand and trade teams
                       in promotions, communication and product development




THE COMMUNITY 100 young consumers working
directly with the insight, brand and trade teams for 12
month period. Exploring a range of topics including:
health, POS, promotions, Olympics, brand perceptions,
ad testing, loyalty schemes, environment and formats
#2 Collaborative Research
crowd-sourcing
#2 Collaborative Research
crowd-sourcing
Emerging issues are 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.
user experience crowd-sourcing

                     THE BRIEF identify future facing technology
                    solutions that Nokia could develop in order to
                increase relevance in the North American market




THE CROWDSOURCING OUTPUT 450+ seed ideas
and 9 robust concepts. 100 US Youth Techleaders
worked directly with the Nokia User experience team
to explore relevance themes and crowdsource new
service/product ideas
#2 Collaborative Research
crowd-sourcing
             hypothesis       ideas
                            generation
              validation
                tasks         tasks




 consumers                               consumers
  response            voting on          response

                   ideas selection


                 key insights & ideas
what you get

+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’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
bottom up is not enough
          “the bottom-up mind
       will take us much further,
but will never take us to the end goal”
               (kevin kelly)



     Crowd-sourcing needs to be
       part of a bigger process
#2 Collaborative Research
co-creation
 Is the act of company stakeholders collaborating
 directly with selected (usually smaller) groups of
       consumers to work on a specific brief.

Is about leveraging consumersʼ creativity without
      preempting the results of the process

  Can take place on-line in communities or/and
              offline in workshops
#2 Collaborative Research
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.
Project Playboy




        Face cracked a brief to develop concept for the
               new Axe variant in just 8 weeks
co-creation
          strongest ideas


             dev tasks




           final concepts

      insights + refined concepts
what you get
+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
whatʼs missing
          [compared to crowdsourcing]


-smaller crowd
-local
-less diversification
-fewer ideas
-more expensive than crowd-sourcing
the case for a hybrid model
        bottom-up + top-down
         crowds + individuals
  group thinking + individual thinking
You are here

#1 About Face
#2 Why do we need to evolve
#3 Real-time Intelligence
#4 Collaborative Research
#5 Adaptive Planning
Research 3.0
#3 Adaptive Planning


a) the hybrid model
b) the challenges
c) a new breed of agency
the hybrid model
    consumer    crowd-sourcing   co-creation
    immersion




  listen            plan                engage   measure




 download
 workshop
bottom-up
   consumer    crowd-sourcing   co-creation
   immersion




 listen            plan                engage   measure




download
workshop
                       top down
the hybrid model
    consumer    crowd-sourcing   co-creation
    immersion




  listen            plan                engage      measure




 download
 workshop                                            No longer
                                                 a linear process
                                                     but a loop
#3 Adaptive Planning
the challenges
- planning in silos
- annual budgets
- long planning cycles
- organization structure
- lack of web expertise
- endless insight journey
#3 Adaptive Planning
a new breed of agency
 - consumers as partners
 - social media at the core
 - ideas come from everywhere
 - talent resides in and outside the company
 - elastic teams: collaboration over silos
 - continuous engagement, not campaigns
 - agile branding
The Co-creation Planning Agency
www.facegroup.co.uk

        @andrewneedham
  andrew@facegroup.co.uk

                 @abc3d
francesco@facegroup.co.uk

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Research 3.0

  • 1. The Co-creation Planning Agency Research 3.0 real-time intelligence, collaborative research, adaptive brand planning
  • 2. You are here #1 About Face #2 Why do we need to evolve #3 Real-time Intelligence #4 Collaborative Research #5 Adaptive Planning
  • 3. is a mix of researchers, planners, brand strategists and social media experts based in London we are part of the international research network
  • 4. 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 and activation/social media objectives
  • 5. You are here #1 About Face #2 Why do we need to evolve #3 Real-time Intelligence #4 Collaborative Research #5 Adaptive Planning
  • 6. evolved consumers huge untapped creative potential
  • 7. empowered consumer quick, easy, cheap ways for voicing your opinion, super connected, always on
  • 8. post-consumer era “this is not a question of scale. It is a different way of existing” J.Murdoch
  • 10. not only trust in ads has fallen but also its structural capacity of generating influence (reach) media clutter
  • 11. sea of niches personalization, diversification, fragmentation, niches culture, tailored approach
  • 12. around me: pull NOT push fragmentation also means the new and only potential center is now “me”
  • 13. real-time immediacy and the collective mind getting information thatʼs relevant to who I am, where I am and what Iʼm up to sharing information with the right people, at the right time, in the right way
  • 14. ambient model continuous togetherness
  • 15. always in beta personalization and diversification also mean that systems have to be flexible and adaptive to incorporate the users input
  • 17. and these conversations are going offline
  • 18. …and social data: identity - who are you contacts - who you know activities - what you do
  • 19. what sites I visit what I buy what I read and share where I am who I email who I meet what I tell them who I call
  • 20. this makes social media the richest insight field ever
  • 21. but how does all this affect research?
  • 22. for the first time we can do qualitative research on a mass scale! impressive...
  • 23. on the verge of a new evolution in research a) Qual Research - Ethnography b) Research 2.0 - Communities c) Research 3.0 - Real-time
  • 24. Research 3.0 #1 Real-time Intelligence #2 Collaborative Research #3 Adaptive Planning
  • 25. You are here #1 About Face #2 Why do we need to evolve #3 Real-time Intelligence #4 Collaborative Research #5 Adaptive Planning
  • 26. Research 3.0 #1 Real-time Intelligence a) Social Media Immersion b) Insights Dashboards
  • 28. #1 Real-time social media immersion 1) Scan the web for relevant content. 2) Build a targeted media panel in order to track and monitor a vast number of social media sources. 3) The tracked content is than refined, stored into an online database and mined in real-time to generate rich insights.
  • 29. #1 Real-time social media immersion a) Mention Trends b) Brand Visibility c) Qualitative Presence d) Topics and Perceptions e) Brand Social Network f) Brand Influencers
  • 32. #1 Real-time qualitative presence polarity (is the statement positive or negative?) intensity (what is the degree of emotion being expressed?) subjectivity (how partial or impartial is the source?)
  • 34. #1 Real-time topics and perceptions
  • 39. #1 Real-time data visualization is key • quicker grasp on information • manage bigger amounts of information • easier pattern recognition • takes more variables into account • more actionable insights • easier to share insights
  • 40. You are here #1 About Face #2 Why do we need to evolve #3 Real-time Intelligence #4 Collaborative Research #5 Adaptive Planning
  • 41. Research 3.0 #2 Collaborative Research a) Peer-to-Peer Research b) Immersion Community c) Crowd-sourcing d) Co-creation
  • 42. #2 Collaborative Research the process insights insights insights insights insights insights platforms insights insights insights insights insights Once the platforms for collaboration have been insights insights identified the communities are engaged through insights a) exploration tasks, b) crowd-sourcing tasks insights insights insights and c) co-creation tasks
  • 43. #2 Collaborative Research peer-to-peer research “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”
  • 44. #2 Collaborative Research peer-to-peer research/2 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
  • 45. peer-to-peer research TechTribe 09 A distributed network of 15 research agents recruited through our youth community Headbox Tech, Fashion and Social Media usage were covered
  • 46. #2 Collaborative Research research community Online community with stimulus to encourage category exploration and insight, team bonding, and creative stimulation. 360° view of users to see how the brand fits in their everyday life. Specific tasks are designed to investigate further the themes emerged in the monitoring and peer-to-peer stage.
  • 47. ongoing consumer insight community THE BRIEF deliver an ongoing stream of insight to help the Coca Cola planning team stay close to the teen and young adult market. Provide a sounding board for the brand and trade teams in promotions, communication and product development THE COMMUNITY 100 young consumers working directly with the insight, brand and trade teams for 12 month period. Exploring a range of topics including: health, POS, promotions, Olympics, brand perceptions, ad testing, loyalty schemes, environment and formats
  • 49. #2 Collaborative Research crowd-sourcing Emerging issues are 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.
  • 50. user experience crowd-sourcing THE BRIEF identify future facing technology solutions that Nokia could develop in order to increase relevance in the North American market THE CROWDSOURCING OUTPUT 450+ seed ideas and 9 robust concepts. 100 US Youth Techleaders worked directly with the Nokia User experience team to explore relevance themes and crowdsource new service/product ideas
  • 51. #2 Collaborative Research crowd-sourcing hypothesis ideas generation validation tasks tasks consumers consumers response voting on response ideas selection key insights & ideas
  • 52. what you get +bottom-up richness +global crowd +diversified crowd +wider range of talent +cost-effective +lots of ideas +rich insight +consumer-brand relationship +peer-rating +advocacy
  • 53. 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
  • 54. bottom up is not enough “the bottom-up mind will take us much further, but will never take us to the end goal” (kevin kelly) Crowd-sourcing needs to be part of a bigger process
  • 55. #2 Collaborative Research co-creation Is the act of company stakeholders collaborating directly with selected (usually smaller) groups of consumers to work on a specific brief. Is about leveraging consumersʼ creativity without preempting the results of the process Can take place on-line in communities or/and offline in workshops
  • 56. #2 Collaborative Research 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.
  • 57. Project Playboy Face cracked a brief to develop concept for the new Axe variant in just 8 weeks
  • 58. co-creation strongest ideas dev tasks final concepts insights + refined concepts
  • 59. what you get +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
  • 60. whatʼs missing [compared to crowdsourcing] -smaller crowd -local -less diversification -fewer ideas -more expensive than crowd-sourcing
  • 61. the case for a hybrid model bottom-up + top-down crowds + individuals group thinking + individual thinking
  • 62. You are here #1 About Face #2 Why do we need to evolve #3 Real-time Intelligence #4 Collaborative Research #5 Adaptive Planning
  • 63. Research 3.0 #3 Adaptive Planning a) the hybrid model b) the challenges c) a new breed of agency
  • 64. the hybrid model consumer crowd-sourcing co-creation immersion listen plan engage measure download workshop
  • 65. bottom-up consumer crowd-sourcing co-creation immersion listen plan engage measure download workshop top down
  • 66. the hybrid model consumer crowd-sourcing co-creation immersion listen plan engage measure download workshop No longer a linear process but a loop
  • 67. #3 Adaptive Planning the challenges - planning in silos - annual budgets - long planning cycles - organization structure - lack of web expertise - endless insight journey
  • 68. #3 Adaptive Planning a new breed of agency - consumers as partners - social media at the core - ideas come from everywhere - talent resides in and outside the company - elastic teams: collaboration over silos - continuous engagement, not campaigns - agile branding
  • 70. www.facegroup.co.uk @andrewneedham andrew@facegroup.co.uk @abc3d francesco@facegroup.co.uk