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Getting In Line with Online: Making Sense of Chat-Based Focus Groups, Social Media and More
 

Getting In Line with Online: Making Sense of Chat-Based Focus Groups, Social Media and More

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Presented by Jim Longo, VP Marketing & Client Development.

Presented by Jim Longo, VP Marketing & Client Development.

Making Sense of Chat-Based Focus Groups, Social Media and More

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    Getting In Line with Online: Making Sense of Chat-Based Focus Groups, Social Media and More Getting In Line with Online: Making Sense of Chat-Based Focus Groups, Social Media and More Presentation Transcript

    • Getting In Line with Online: Making Sense of Chat-based Focus Groups, Social Media and More Presented by Jim Longo Itracks VP of Client Development & Marketing
    • Research: 2.0 vs. Traditional 2.0? - plenty of research potential - future of the research community - best way to listen to your customer - will come to dominate market research in the next decade Traditional? - standards of quality established - battle proven - familiar/comfortable http://freakytrigger.co.uk/the-information-game/ Freaky Trigger: The Information Game
      • TALKING POINTS I can add this to a slide it you like.
      • FIVE CHALLENGES FOR RESEARCH
      • The problem for market research isn’t just that the front end of its business model – access to consumers and their information – is no longer a scarcity. The back end of the research model – analysis and presentation of data – isn’t something the research industry “owns”. In fact, as anyone who’s been to a research conference in the last decade could tell you, the industry is fairly self-lacerating when it comes to perceived failures in the level of insight, actionable analysis and sparky delivery it provides.
      • Redefine its value to participants: Its role as an information middleman is losing credibility.
      • Make the argument for validation: Researchers are putting their own houses in order in terms of data quality.
      • Understand the new data sources: Market researchers should be fantastically placed to understand the metrics that describe networks, or influence.
      • Invest in analysis and delivery: Market researchers ought to know data better than anyone.
      • Anticipate: Consumers aren’t going to stop offering, or leaking, information.
    • Adapt or Become Extinct
    • Online Qual - A Brief History It’s been around longer than you think . . . .
    • Online Qual - A Brief History
      • Began in the mid-nineties
      • - Email, discussion groups
      • - Online chat with virtual back room
      • - Development of OBB’s allow for rich qualitative data
      • Has been gaining momentum as a methodology each year along with the proliferation of the Internet as a data collection tool
        • -Online research has now surpassed the telephone
        • -Will never replace face to face groups, but has a place in research
    • Online Qual - A Brief History Poised for rapid growth -Globalization of brands -Emerging markets -Explosion of computer usage for communication
    • How qual is being used online?
      • In Depth Interviews
      •             - Richness of data
      • Usability
      •             - Web based
      • Longitudinal
      •             - Less attrition,
      • - additional value in seeing other
      • vvvvvvvv peoples responsiveness
      • Diaries
        • CPG’s
          • Product usage
        • Healthcare
          • Physicians
        • Media
        • Viewing or listening habits
      • Blog posting
      •             - Day in the life of a product or brand
      • Home Use Test
      •             - Higher response rates to placements
      • Ethnography
        • Photo or video tasks
        • Shopping tasks
      • Breakout groups
      •             - Dyads or triads
      • Precursor to Quant
      •             - Consumer behavior
      • Problem solving
      •             - Employee groups
      • Mix segments
      •             - Physicians and Insurance companies
    • Online Focus Group
    • Bulletin Board Focus Group
    • Online Ethnographies
    • Online Ethnographies
    • Online Ethnographies
    • Online Ethnographies
    • Advanced Qualitative Techniques
    • Advanced Qualitative Techniques
    • Advanced Qualitative Techniques
    • Advanced Qualitative Techniques
    • Blog vs. Forum
    • Concept Testing
    • Concept Testing
      • Treemaps
      • Easily visualize and drill into crosstab data
      • Video Timeline Analysis
      • Time-span data visualization (e.g. display all comments for first ten seconds of a video stream left by Females/18-35)
      • Word Analysis
      • Visualize word frequencies using text clouds
      • Search one or multi-word combinations
      • Segment by demographics
      • Heatmaps
      • Visualize respondent behavior in response to stimuli
      • Understand likes/dislikes in direct context of your concepts
    • Online Marketing Research Community
    • Online Marketing Research Community
    • Capture Collective Intelligence
    • A New Breed of Customer Full of Opinions Reject All Prior Behavior Online Throughout the Day Wide Personal Network - Customers want to be respected - They want to be engaged - Want relevant two-way discussion - Want to see what others have to say - Want to be part of the innovation cycle - Want to see what actions you've taken with their input
    • Web 1.0 vs. Web 2.0 Web 1.0 Read Only Content Eyeballs Editors Personal Web 2.0 User Generated Content Hands Buzz Blogging Crowdsourcing
    • Who Uses Social Media Anderson Analytics 2009 The four most popular US social network services: Facebook, MySpace, LinkedIn and Twitter. The below chart gives you an idea of just how many Americans are using SNS.
    • Email: The First –and Largest– Social Network http://ow.ly/gYqk
    • What’s Now?
    • What’s Now?
    • What’s Now?
    • What’s Now?
    • What’s Now?
    • What’s Now?
    • What’s Now?
    • What’s Now?
    • What’s Next? today's email and IM solutions emulate communication models that date back to the 1960s Google Wave is being open-sourced because the company would like to see this technology adopted and extended as broadly as possible Why it’s different from email When you create a new wave, you typically start as you would with an email message, by typing a message (as contrasted with an IM where you would always select a contact or group of contacts first). You can then add users--or participants, as Wave calls them--using a pop-up window. You can also drag and drop multimedia content, like pictures and video, into a wave Conceivably, hundreds of people can ride the same Wave at the same time.  The Wave itself can become the research environment.
    • 3 Myths about Social Media 1. That companies have figured out how to build their brands in social media. They haven't. For example, six out of 10 consumers don't bother to seek out opinions of brands via social media.  2. That television is dead. It isn't. Consumers view TV ads as more trustworthy than ads on social networks. Marketers need to do more in the social realm, but they need to do it in a way that builds trust first. Brands don't have the trust today. 3. That you cannot measure in the social web. Not only do campaign specific metrics matter and can be measured but we believe a SIM Score for the social web is extremely important. A case study from Razorfish using Fluent http://www.goingsocialnow.com/2009/07/launching-fluent-the-social-in.html
    • Thank you. Presented by Jim Longo Itracks VP of Client Development & Marketing