Getting In Line with Online: How to use the internet to find out more about your customer. Presented by Jim Longo Itracks VP of Client Development & Marketing
A New Breed of Customer Wide Personal Network Online Throughout the Day Reject All Prior Behavior Full of Opinions Source: J. Henning, Vovici
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 Freaky Trigger: The Information Game http://freakytrigger.co.uk/the-information-game/
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 Experiencing 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 vvvvvvvvpeoples 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
A Part Of The Process - 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
Companies have not figured out how to build their brands in social media.. For example, six out of 10 consumers don't bother to seek out opinions of brands via social media.
Television is not dead. 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.
Not only do campaign specific metrics matter and can be measured but we believe a Social Media Influence 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
What’s Next? You can also drag and drop multimedia content, like pictures and video, into a wave 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. Conceivably, hundreds of people can ride the same Wave at the same time. The Wave itself can become the research environment.
Thank you. Presented by Jim Longo Itracks VP of Client Development & Marketing