Getting answers without asking question - presented at the Danish Market Research Day 2012 by Annelies Verhaeghe

Getting answerswithout asking questions Annelies.Verhaeghe@insites-consulting.com www.insites-consulting.com Ghent I Rotterdam I London I Timisoara I New York

You will NOT learnanything new from this presentation Introduction

1 year in market research The quality of online research Weighting Professional Validity respondents Duplication Reliability Representativeness Data quality Introduction

2-3 years in market researchEntertainment Feedback Fun Introduction

Getting answers without asking questions4-5 years in market research Introduction

Social media netnography= research methodologythat makes use of publiclyavailable user-generated-content in order to answer aresearch question Social media netnography6

Reversed research processTraditional research Social media nethnography SURVEY/ TOPIC GUIDE SAMPLING DEVELOPMENT UNIVERSE DETECTION SAMPLING PASSIVE RESPONDENTS DATA COLLECTION ACTIVE FRAMEWORK DATA COLLECTION DEVELOPMENT ANALYSIS TOP-DOWN & BOTTOM-UP CONTENT & TEXT ANALYTICS Social media netnography

CASE: what is the impact of aging on daily life? 1 2 Data Sampling collection 81861 Online conversations

3 Framework development Sentimeter Decision Friends Safety Religion Active Diagnosis Eating Transport professional Dog Clothes Housing Personal Payment care Law Identity Treatment Guilt Telephone call Buzz volume

4 Analysis & reporting Eating = enjoying life Health problems Appetite decreases Chewing Altered taste Swallowing

Social medianetnography

1. Insightment & idea generation Social media netnography

2. Online brandscapeHow are different brands evaluated online Social media netnography

3. Consumer language Social media netnography

400.000 Social media netnography

The quality of online researc h ???? Weighting ProfessionalValidity respondents Duplication Reliability Representativity Data quality 1 year 2-3 years 4-5 years Today Social media netnography

1 Data Framework Analysis & Sampling collection development reporting Social media netnography

Representativeness‘It’s the end of the world as we know it’ sampling

Conversations are the new unit of analysis

‘we scrape all online conversations’ 234.000.000 websites 126.000.000 blogs 27.300.000 tweets Social media netnography

Sampling is still key Social media netnography

Social media netnography www.health.co.uk www.bbc.co.uk www.twitter.com www.thewholesaleforums.co.uk/forum/Convenience sampling? www.webwasp.co.uk/forum www.amazon.co.uk/ forums.pigeonwatch.co.uk www.schoolhistory.co.uk/forum/ forum.netweather.tv/ www.ukmusic.com/ www.facebook.com www.schoolhistory.co.uk/ www.trials-forum.co.uk/ www.blue-room.org.uk/ www.speedway-forum.co.uk/forums/ forum.tribalwars.co.uk/ www.webdesignerforum.co.uk/ www.asd-forum.org.uk/forum/ www.motorhomefun.co.uk/ www.blog.co.uk/ www.youtube.com www.lgblog.co.uk/ www.bloguk.com/ blog.newhumanist.org.uk/ www.zoomf.com/blog/ www.therugbyblog.co.uk/ blog.findmypast.co.uk/

Visitors Small # Large influence Medium influence Long tail Specialized in topics # sources Social media netnography

Quota sampling= predefined characteristics that an online conversation needs to have in order to be selected in the sample Klaus Heinz Rolf Heinz Stefan Heinz Helmunt Heinz Matthias Heinz Markus Heinz Christoph Heinz Sabine Heinz Ernst Heinz Social media netnography

2 Data Framework Analysis &Sampling collection development reporting Social media netnography

Data quality Social media netnography

Duplication Social media netnography

Goal orientation What do you want to learn from online conversations? A: Market insights C: Evaluate product / campaignB: Brand reputation D: Customer satisfaction Social media netnography

Research vs monitoring approach dashboarditis The obsession with real time Join the conversation Social media netnography

Construct validity Social media netnography

Construct validityI feel bitter about mylife, the way itsgone, the fact theresno quick fixsolutions - anyadvice? Social media netnography

Analyzing multimedia Ethnography

A good observation…what you see, what you hear, what you read,…• Observations are objective• Everyone can make the same observation and thus they can also easily be shared• It contains no judgment or explanation from you, and it is not your feelings or thoughts. It is always based on something concrete, not generalized or interpreted. Ethnography

It is about meaning!1. Visual ethnography2. Automated datacollection3. Crowd interpretation Ethnography

Observational research

Intimacy Social media netnography

Similarities Social media netnography

AbsenceSUBCULTURES

Abstraction REAL WORLD WE ME (I’m better)CHANGE SKILLS LOOKS LOOKS LOOKS LOOKS SKILLS SKILLS SKILLS SKILLS SKILLS LOOKS LOOKS SKILLS Skater LOOKS Alternative SKILLS LOOKS SKILLS LOOKS Fashion girl SKILLS LOOKS Fashion boy SKILLS LOOKS SKILLS LOOKS LOOKS SKILLS SKILLS LOOKS LOOKS SKILLS SKILLS Tektonic LOOKS SKILLS Rockers LOOKS Rapper LOOKS SKILLSTHINK DRINK SKILLS LOOKS Hippies LOOKS Breezer sluts SKILLS LOOKS LOOKS LOOKS SKILLS SKILLS SKILLS Punk LOOKS LOOKS SKILLS SKILLS LOOKS LOOKS SKILLS SKILLS LOOKS SKILLS Jumpers LOOKS SKILLS emo LOOKS SKILLS LOOKS LOOKS SKILLS SKILLS LOOKS LOOKS SKILLS SKILLS LOOKS SKILLS Nerds LOOKSGothic LOOKS SKILLS LOOKS SKILLS SKILLS Geek girlsCONSERVATISM FANTASY WORLD

Automated analysis Observational research

OBSERVER INTERPRETER INSIGHTING“The only performance thatg got a 5 star rating by the ‘morgen’ (newspaper). If you look for a minute or 5 on the ground, you can easily find a free newspaper…very handy!” Observational research

Crowdinterpretation Online game played by marketers & research participant Be the best in analyzing each other consumer behavior 20-40% unique insights originate from the crowd

You will NOT learn anything new from this presentation 1 2 3 4 Data Framework Analysis & Sampling collection development reporting Representativeness Data quality Research goals Construct validityConvenience sampling Duplication Researcher bias Coverage error Quota sampling Social media netnography

Thanks! +32 474 599 164 annelies@insites-consulting.com @annaliezze http://ro.linkedin.com/in/anneliesverhaeghe Contact

Getting answers without asking question - presented at the Danish Market Research Day 2012 by Annelies Verhaeghe

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