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"The Case for NewMR" by Ray Poynter
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"The Case for NewMR" by Ray Poynter

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On March 2nd, Ray Poynter gave this presentation, "The Case for NewMR" at Revelation's Great Research Thinking Webinar Series.

On March 2nd, Ray Poynter gave this presentation, "The Case for NewMR" at Revelation's Great Research Thinking Webinar Series.

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  • I estimate about 4% of qualitative is online qualitative
  • I estimate about 4% of qualitative is online qualitative
  • Claude Levi Strauss 28 November 1908 – 30 October 2009The father of modern anthropologyCentral to the creation of the structualist school of thoughtStructualism ‘The search for the underlying patterns of thought in all forms of human activity.’
  • After a couple of years Telstra’s community endeavour NowWeAreTalking was pulled with zero notice, in September 2009.They are now launching a panel of 18,000 people, with very limited community engagement, powered by Vision Critical.A brand that is disliked struggles with social media.
  • After a couple of years Telstra’s community endeavour NowWeAreTalking was pulled with zero notice, in September 2009.They are now launching a panel of 18,000 people, with very limited community engagement, powered by Vision Critical.A brand that is disliked struggles with social media.
  • Wordle is not an analysis tool, it is a presentation tool. Although it can be used to suggest analyses.

Transcript

  • 1. The Case for NewMR
    Ray PoynterThe Future Place2 March, 2010
  • 2. Agenda
    Quant research is busted!
    NewMR?
    Listening, the meme of 2010
    MROCs
    Prediction markets
    Participatory blogs
    Paradigms, quality, and ethics
  • 3. Sorry!
  • 4. Method Shares 2008
  • 5. Method Shares 2008
    ESOMAR Global Report 2009
  • 6. Global Spend
  • 7. Global Spend
    ESOMAR Global Report 2009
  • 8. Quant Research is Busted!
  • 9. Quant Research is Busted!
    Two fundamental assumptions
  • 10. Quant Research is Busted!
    Two fundamental assumptions
    Random probability sampling
  • 11. Quant Research is Busted!
    Two fundamental assumptions
    Random probability sampling
    People are able and willing to answer the questions we ask
  • 12. NewMR
  • 13. NewMR
    Taking the world as it is
  • 14. NewMR
    Taking the world as it is
    Return to theory
  • 15. NewMR
    Taking the world as it is
    Return to theory
    Alternative quantitative models
  • 16. NewMR
    Taking the world as it is
    Return to theory
    Alternative quantitative models
    More qualitative/ethnographic
  • 17. NewMR
    Taking the world as it is
    Return to theory
    Alternative quantitative models
    More qualitative/ethnographic
    Communities, web scraping, blogging, prediction markets, and discourse analysis
  • 18. So, Why Does Market ResearchUsually Work?
  • 19. So, Why Does Market ResearchUsually Work?
    Homogeneity vs heterogeneity
  • 20. So, Why Does Market ResearchUsually Work?
    Homogeneity vs heterogeneity
    Modelling
  • 21. So, Why Does Market ResearchUsually Work?
    Homogeneity vs heterogeneity
    Modelling
    The Art of market researchers
  • 22. So, Why Does Market ResearchUsually Work?
    Homogeneity vs heterogeneity
    Modelling
    The Art of market researchers
    Measuring relative change not absolutes
  • 23. So, Why Does Market ResearchUsually Work?
    Homogeneity vs heterogeneity
    Modelling
    The Art of market researchers
    Measuring relative change not absolutes
    Wisdom of Crowds and mirror neurons
  • 24.
  • 25.
  • 26.
  • 27. Stan SthanunathanVP, marketing strategy and insights, Coca-Cola
  • 28. Stan SthanunathanVP, marketing strategy and insights, Coca-Cola
    “The most important thing is that in all the work we do, we’re basically going after the tip of the iceberg. ……..It’s about understanding the human condition. We’re too focused on understanding consumption behaviour and shopping behaviour. We need to understand the human condition, which you’ll only know by observing, listening, synthesising and deducing.”
  • 29. Listening
  • 30.
  • 31.
  • 32. Ethnography
    E-ethnography
    Netnography
    Virtual Ethnography
    Online Ethnography
    ?
  • 33.
  • 34. Google Insights
  • 35. MySpace
  • 36. MySpace
    Facebook
  • 37. MySpace
    Facebook
    Twitter
  • 38. 2005
    2006
    2007
    2008
    2009
  • 39.
  • 40. X Factor
  • 41. X Factor
    InSites Consulting & RTL Netherlands
  • 42. X Factor
    InSites Consulting & RTL Netherlands
    71,230
  • 43.
  • 44.
  • 45. Three Trends
  • 46. Three Trends
    MROCS, e.g. 50-500
    Insight driven
  • 47. Three Trends
    MROCS, e.g. 50-500
    Insight driven
    Community Panels 5000+
    ROI driven
  • 48. Three Trends
    MROCS, e.g. 50-500
    Insight driven
    Community Panels 5000+
    ROI driven
    WE-Research
    Citizen research
  • 49.
  • 50.
  • 51.
  • 52.
  • 53.
  • 54.
  • 55. Why Communities Growing?
  • 56. Why Communities Growing?
    Because they are VERY fashionable
  • 57. Why Communities Growing?
    Because they are VERY fashionable
    They fit the ‘Listening’ meme
  • 58. Why Communities Growing?
    Because they are VERY fashionable
    They fit the ‘Listening’ meme
    Brands are looking for something new
  • 59. Why Communities Growing?
    Because they are VERY fashionable
    They fit the ‘Listening’ meme
    Brands are looking for something new
    Traditional qual too slow, too expensive
  • 60. Why Communities Growing?
    Because they are VERY fashionable
    They fit the ‘Listening’ meme
    Brands are looking for something new
    Traditional qual too slow, too expensive
    Quant too expensive, too thin, too boring
  • 61. Why Communities Growing?
    Because they are VERY fashionable
    They fit the ‘Listening’ meme
    Brands are looking for something new
    Traditional qual too slow, too expensive
    Quant too expensive, too thin, too boring
    MROCs are already bigger than online qual research (e.g. OLFGs, BBFGs, and IDIs)
  • 62. Why Communities Growing?
    Because they are VERY fashionable
    They fit the ‘Listening’ meme
    Brands are looking for something new
    Traditional qual too slow, too expensive
    Quant too expensive, too thin, too boring
    MROCs are already bigger than online qual research (e.g. OLFGs, BBFGs, and IDIs)
    But, if something came along with better ROI or more sexy, it would take over
  • 63. 2010 Projection
  • 64. 2010 Projection
    Demand
    Strong growth in client demand for communities
  • 65. 2010 Projection
    Demand
    Strong growth in client demand for communities
    Supply
    Growth in number of software solutions
    More agencies desperate to sell projects
  • 66. 2010 Projection
    Demand
    Strong growth in client demand for communities
    Supply
    Growth in number of software solutions
    More agencies desperate to sell projects
    Net
    Supply exceeds demand
  • 67. From ME-ResearchTo WE-Research
  • 68.
  • 69.
  • 70.
  • 71.
  • 72. QualityEthicsEffectiveness
  • 73.
  • 74.
  • 75.
  • 76.
  • 77. A few thoughts
  • 78. A few thoughts
    Online quant is busted!
  • 79. A few thoughts
    Online quant is busted!
    Online qual is tiny
  • 80. A few thoughts
    Online quant is busted!
    Online qual is tiny
    Most social media research is qual
  • 81. A few thoughts
    Online quant is busted!
    Online qual is tiny
    Most social media research is qual
    (Some) quants don’t understand qual
  • 82. A few thoughts
    Online quant is busted!
    Online qual is tiny
    Most social media research is qual
    (Some) quants don’t understand qual
    Brush up your ethnography
  • 83. A few thoughts
    Online quant is busted!
    Online qual is tiny
    Most social media research is qual
    (Some) quants don’t understand qual
    Brush up your ethnography
    Get connected
  • 84. Thank YouQuestions?