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cockroaches,value co-creation &reflection in #newMRignacio.racca@ipsos.com@nacho_racca
“One morning, as GregorSamsa was waking up from    anxious dreams, he discovered that in bed he had been changed into amon...
Gregor received akind early warninge-mail from clientthat morning too…
And found a ringwith a note,saying:        Data diversity, volume and  velocity represents our Big Data         opportunit...
5
Big data on the importantvs. urgent matters                           “Love”            6.910.000.000 results             ...
Session 1: Value is co-createdResides in interaction andever in the aisolated parts                                 11
Consumer   content & cross-media   Brand                 value               co-creation                #newMR            ...
“Calm down you cockroach, delivering   insights that inspireis still what clients are            asking you!”  That never ...
“Big Idea and creativity are still  king but new ways of interacting with consumers and explosion ofpotential touch-points...
“It has never beenabout data butabout obtainingconsumer data withparticular structure…meant to fit anspecific purpose!”(…)...
But be aware…•Response rate is lower and randomsamples are dead!, so pay attention to theinferences you make from data whe...
Consumer   content & cross-media   Brand                 value               co-creation                #newMR            ...
Session 2: Brand Communicationis about speaking; but mostlyabout listening to the consumer> Brands tell the story> Researc...
Same new channel, equal challenge!   19
What brands learned on how to tell their story?Brand Graph*360  1            Product Touch-points                        ...
First, we understand reception in your key targetfor each used touch-point                                                ...
Then, we understand impacton the KPI for the brand in your targetShare of Impact                   Cinema 2%              ...
Then, we understand impacton the KPI for the brand in your targetShare of Impact                        MTV Promo         ...
So we can offer a complete and actionable360° revision…                         Touch-point effectiveness in relation to  ...
Understanding the contribution of theOwn, Paid and Earned media to the KPIs in LatAm                                      ...
Summary                        …but to different extent to each KPI and target. 1          Every         Important is to u...
Session 3: Mirror, mirror on thewall, who is the most updated ofthem all?Inspire your next steps throughyour clients´ eyes...
what newMR should                            Forget about massive             Reflecting                                  ...
what brands learned what newMR should  Forget about massive      Forget about massive        one-size-fits-all   one-size-...
ad replacement during       natural browsing{ enhanced by passive data }30
how?31
including...             pre-roll   ads32
what brands learned what newMR should       Do not focus on      Do not force online      platforms, rather     migration ...
what brands learned what newMR shouldInternet connection is      Research participants  still an aspiration for   lack tim...
what brands learned what newMR shouldEmotions powerfully         Benefit from #implicit   influence decision       measure...
what brands learned what newMR should Receptivity of your    We have a whole new   message is what      world of opportuni...
how can we measure reaction...                     in real-time?        across all touchpoints?in ways that fit our digita...
brand communicationstouchpoint app    photo    brand    media    verbatim    impact    emotion            location
what brands learned what newMR shouldConsumers voice tend      Social Listening must to be more influential   play an impo...
Session 4: Greatest learningscome from experimentationGo out, have fun, find your newways, and consider partneringwith gee...
thx for interacting!ignacio.racca@ipsos.com@nacho_racca
Cockroaches, the Value of Co-creation, & Reflection in #NewMR by Nacho Racca of Ipsos - Presented at Insight Innovation eX...
Cockroaches, the Value of Co-creation, & Reflection in #NewMR by Nacho Racca of Ipsos - Presented at Insight Innovation eX...
Cockroaches, the Value of Co-creation, & Reflection in #NewMR by Nacho Racca of Ipsos - Presented at Insight Innovation eX...
Cockroaches, the Value of Co-creation, & Reflection in #NewMR by Nacho Racca of Ipsos - Presented at Insight Innovation eX...
Cockroaches, the Value of Co-creation, & Reflection in #NewMR by Nacho Racca of Ipsos - Presented at Insight Innovation eX...
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Cockroaches, the Value of Co-creation, & Reflection in #NewMR by Nacho Racca of Ipsos - Presented at Insight Innovation eXchange LATAM 2013

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Transcript of "Cockroaches, the Value of Co-creation, & Reflection in #NewMR by Nacho Racca of Ipsos - Presented at Insight Innovation eXchange LATAM 2013"

  1. 1. cockroaches,value co-creation &reflection in #newMRignacio.racca@ipsos.com@nacho_racca
  2. 2. “One morning, as GregorSamsa was waking up from anxious dreams, he discovered that in bed he had been changed into amonstrous verminous bug. (…) Whats happened to me?, he thought. Franz Kafka, "The Metamorphosis"
  3. 3. Gregor received akind early warninge-mail from clientthat morning too…
  4. 4. And found a ringwith a note,saying: Data diversity, volume and velocity represents our Big Data opportunity and challenge to rule them all!
  5. 5. 5
  6. 6. Big data on the importantvs. urgent matters “Love” 6.910.000.000 results in 0,19 seconds “Who will pay my salary…?” 19.100.000 results in 0,35 seconds
  7. 7. Session 1: Value is co-createdResides in interaction andever in the aisolated parts 11
  8. 8. Consumer content & cross-media Brand value co-creation #newMR Research Agency 12
  9. 9. “Calm down you cockroach, delivering insights that inspireis still what clients are asking you!” That never changed for us! 13
  10. 10. “Big Idea and creativity are still king but new ways of interacting with consumers and explosion ofpotential touch-points makes days harder to brands… !” 14
  11. 11. “It has never beenabout data butabout obtainingconsumer data withparticular structure…meant to fit anspecific purpose!”(…) 15
  12. 12. But be aware…•Response rate is lower and randomsamples are dead!, so pay attention to theinferences you make from data when supportingyour story•Given lack of time and harder questions toanswer, we depend on blending responses with“passive data” and new data sources• If digital revolution impacted us, wait to see theimpact of the brain revolution! Implicit knowledgeand measures tend to be critical.…access & nature of data changed! 16
  13. 13. Consumer content & cross-media Brand value co-creation #newMR Research Agency 17
  14. 14. Session 2: Brand Communicationis about speaking; but mostlyabout listening to the consumer> Brands tell the story> Researchers help with thelistening 18
  15. 15. Same new channel, equal challenge! 19
  16. 16. What brands learned on how to tell their story?Brand Graph*360 1  Product Touch-points Familiarity Brand Associations Paid Touch-points 2 Attitudes / Equity Purchase Intent Earned Touch-points 3 Trial  Usage InStore & Channel Touch- 4 points Recomendation Different touch points… for different targets… to obtain different results
  17. 17. First, we understand reception in your key targetfor each used touch-point “80% 71%70%60%50% 56% ¿Have you seen/ heard / read / experienced xx? “40%30% 20% 19%20% 17% 13% 12%10% 2% 4% 3% 3% 0% Seen Any TV Ad Print Ad #1 Print Ad #2 Poster Ad Online Viral MTV Promo WebsiteIn-store displayPostcardWord of Mouth
  18. 18. Then, we understand impacton the KPI for the brand in your targetShare of Impact Cinema 2% FSI 2% 1% Price on Purchase Intent Magazine ads 3% Radio 2% 14% Look of Packaging Sponsorships 4% POS 4% 13% Channel News/PR 5% Website 5% 12% Performance Promos 5% In-store 6% 9% Word of mouth Posters 6% Television ads 6% 7% On-line ads Summary of all touch-points, when they are in the mix (n> 20 in Latam, in variety of studies and categories)
  19. 19. Then, we understand impacton the KPI for the brand in your targetShare of Impact MTV Promo Viral on Awareness Postcard TV Website OOH #2 On-Line In-Store Ad Press OOH #1 WoM
  20. 20. So we can offer a complete and actionable360° revision… Touch-point effectiveness in relation to Brand Awareness TV Respuesta/ Impacto Online OOH #1 Ad In Store WOM Press Website OOH #2 Postcard Viral MTV Promotion Alcance de Touch-Points
  21. 21. Understanding the contribution of theOwn, Paid and Earned media to the KPIs in LatAm Share on Impact on Share of impact on Equity Penetration, Frecuency and buy Earn Media Frequency 9% Earn Media 10% Paid Media 27% Paid Media Own Own Media 28% Media 62% 64% Own Media Earn Media Paid Media Product WOM TV Website News Radio Fanpage, Perfil en Twitter, Advertising Legacy OOH Canal en You Tube Print Innovaciones en el Instore empaque Product Placement Promotions Online Etc…
  22. 22. Summary …but to different extent to each KPI and target. 1 Every Important is to understand how they work together, compared to Touch-point work alternative combinations 2 Creativity is key Creativity 3 Multiple touch-points that expand coverage of your story, is more important than frequency of single same touch-point Reception 4 InStore activities are as important for ad impact as usual „paid Product media‟. touch-points 5 In LatAm, impact is relatively high but it find some limitations On-Line marketing when it comes to reach/recall; so for some targets should not be primary channel today 6 Word-of-mouth Great communications triggers WOM. We should focus on actively providing activities; content and a reason for positive buzz to be generated.
  23. 23. Session 3: Mirror, mirror on thewall, who is the most updated ofthem all?Inspire your next steps throughyour clients´ eyes 27
  24. 24. what newMR should Forget about massive Reflecting one-size-fits-all what brands learned research approaches. talking to them; Blend differentfor finding inspiration data-sources for on how listening your to better listen research target. #Blending
  25. 25. what brands learned what newMR should Forget about massive Forget about massive one-size-fits-all one-size-fits-all communications research approaches. Integrate different Blend different touch-points in a data-sources for holistic way so you listening your can better customize research target. reception and impact #Blend
  26. 26. ad replacement during natural browsing{ enhanced by passive data }30
  27. 27. how?31
  28. 28. including... pre-roll ads32
  29. 29. what brands learned what newMR should Do not focus on Do not force online platforms, rather migration but rather focus on your focus on the Big Big Idea. Insights and benefitThen see how you can from new ways of benefit from digital interaction and dataconsumer engagement sources for better deployment. #newMR
  30. 30. what brands learned what newMR shouldInternet connection is Research participants still an aspiration for lack time too and will many consumers in not give it to you that LatAm and they do easy. Engage themnot spend the amount with simple listening of time they wish. mechanics and fast Engage them with rewarding dynamics. simple participative #BEsimple #BEfast mechanics and fast rewarding dynamics.
  31. 31. what brands learned what newMR shouldEmotions powerfully Benefit from #implicit influence decision measures to better making. understand Focus on #emotion consumer emotions power when telling and enhance your your story and not insights. relying only on verbal #neuroMR queues to enhance your brand´s desirability.
  32. 32. what brands learned what newMR should Receptivity of your We have a whole new message is what world of opportunities reach is all about. to explore through Consider using mobile and localized Location based research. systems to go where How can we benefit they are when with Location basedcommunicating in the systems to listen to right moment. them in situ? #soLOmo #ZMOT #mobileMR
  33. 33. how can we measure reaction... in real-time? across all touchpoints?in ways that fit our digital lives?
  34. 34. brand communicationstouchpoint app photo brand media verbatim impact emotion location
  35. 35. what brands learned what newMR shouldConsumers voice tend Social Listening must to be more influential play an important role than brand´s voice. when researching Online buzz and brands andEarned Media have a communications. critical impact on Are we adding value your brand. Provide by asking the right them content and a questions and reason for them to structuring data to fit appropriate and clients objectives? share. #Sentiment
  36. 36. Session 4: Greatest learningscome from experimentationGo out, have fun, find your newways, and consider partneringwith geeks for better listening 41
  37. 37. thx for interacting!ignacio.racca@ipsos.com@nacho_racca
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