Lisa Joy Rosner (NetBase): The New Market ResearchPresentation Transcript
The New Market Research Lisa Joy Rosner CMO, NetBase August 17, 2011 @lisajoyrosner/@Net_Base Presented for:
of the data in the world today has been created in the last two years alone
The average consumer mentions specific brands over 90 times per week in conversations with friends, family, and co-workers. (Keller Fay, WOMMA, 2010) 53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on their intention to buy the product. (ROI Research for Performance, June 2010)
When to Use Social
yours AND your competitors!
Generate hypotheses Uncover unmet needs or use cases Audience profiling
Not My Consumer!
Everyone is on Social
Different Approaches I know Listerine kills germs because it hurts. Keyword Search I know Listerine kills germs because it hurts. Text Analytics Natural Language Processing Positive Attribute Reason I know Listerine kills germs because it hurts. Keyword Keyword Keyword Keyword Keyword Keyword Brand Negative Word Negative Word Negative Word Brand
This iPhone has never been good . The iPhone has never been this good .
Triangulation is a Must Social Data Quantitative Research Qualitative Research CRM
Occasion Based Marketing
Relating Sales and Social Data Greek Yogurt BI data Social data
Reward New Messaging
Oxidization Early-warning system for brand
weightwatchers.com 3% forum.bodybuilding.com 4% twitter.com 48% Understanding user and influencer networks Body Builders
Building Sales Targets
“ Should you do social media? That’s like someone asking if they should buy a light bulb after electricity was invented.” Dana Anderson SVP Marketing Kraft Foods “ Traditional survey research needs to evolve and transform. The future of market research is increasingly about listening to what consumers are already saying.” Stan Sthanunathan VP Strategy and Global Insights Coca-Cola