IESEG (Lille) - 'Contemporary Market Research Management & Techniques'

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  • Over the last couple of years, a revolution in user-generated-content has taken place: The rise of social media makes it easy for consumers to share their opinion about brands and products online People are more involving in what is called ‘life caching’: they are broadcasting their life experiences real life with others through twitter, Facebook, etc. This content is not only produced at home behind their computer. By using smart phones, they can send updates ‘on the go’. Messages about how they experience products and brands are therefore written and send ‘in the heat of the moment’
  • 30 March 2007 Social media, networks, interaction, sharing …
  • Some examples of this powerfull human to human conversation: OLD MEDIA LOSSES: audiences of traditional media like TV, radio and newspapers are in decline Today WE ARE THE MEDIA An other phenomenon is CITIZEN JOURNALISM: some of you may have watched the video about the rats in one of New Yorks Kentucky Fried Chicken restaurants. Someone filmed the rats with his mobile and a few hours later, it was already on YouTube. And with each extra view there, the stockprice of KFC went down!
  • Today consumers can MAKE or BREAK brands... Remember DOVE’s evolution movie, remember the rats at KFC EVERYONE IS A CRITIC NOW... If you went to a restaurant yesterday, probably you already posted a review about it on your facebook profile this morning. All examples of the POWERFULL HUMAN TO HUMAN CONVERSATIONS THAT ARE GOING ON, RIGHT NOW, ON THE WEB...!!!
  • Forget the AIDA-model ... There is no more hierarchy ... 30 March 2007
  • Starbucks is putting this into action as well. They’ve been under scrutiny lately and now they’re looking to get ideas from passionate Starbucks drinkers. The site allows users to submit suggestions to be voted on by Starbucks consumers, and the most popular suggestions are highlighted and reviewed. Starbucks then took it a step further and added an “Ideas in Action” blog that gives updates to users on the status of changes suggested. By empowering their exceptionally web savvy consumer, Starbucks strengthens their campaign to add a personal touch to coffee. Lesson: Thinking of ways to build your company are great, but directly asking your consumers what they want, is better. Acting on that information and doing it publicly is key to the success of this campaign. Starbucks has also embraced Twitter, you can see their stream at @Starbucks . mystarbucksidea.co serves two primary functions: to respond to the community and to review and promote ideas  Biggest challenge is maintaining engagement and keep visitors involved and excited Starbucks handles this through six “pillars” Visible Action Starbucks has to show visitors that their ideas are implemented To date, Starbucks has made approximately 50 changes: some include Splash Sticks and Gold Cards Great discussions Mystarbucksidea.com strives to be like a group discussion with the company and encourages discussion via new topics Promotion Ads and placards in stores that show this idea brought to you by community New Features ex. been polls–like one asking: “If the barristas were able to have tattoos, would you still come” New Geographies New ways to use site to have people engage in brand Customers assist with store renovations; like what art, books and music Since it’s launch in March of 2008, Starbucks has had these results: 3 million unique visitors 60,000 ideas submitted 100,000s of comments 460,000 votes 2,500 moderator comments
  • 30 March 2007
  • “ A lot of times, people don’t know what they want until you show it to them…” ( Steve Jobs)
  • These are my two little sons … When I observe them playing they keep on going, building, destroying, re-building … but especially learning. Before they realized they built a block tower as tall as themselves. By creatively destroying what enjoyably they built up. Over and over again … BTW, if you are interested in coming over for a baby sitting session – please come and see me after this presentation. It is well paid and the experience is worth it ;-)
  • Creative destruction is exactly what is happening to our industry! Evolutionary economist Joseph Schumpeter described it as the process of transformation that accompanies radical innovation. Unless we want to suffer from severe hardship, we researchers and even clients – really need to develop new skills and research experience. Considering Schumpeter’s economic theory and observing the MR industry I do see numerous signals of creative destruction approaching: I see new forms of communication and conversation among consumers new tools and equipment available to consumers new ways of buying and consumer decision making Let me make things somewhat more concrete …
  • Even the online MR-market, especially panels – a market that is hardly 5 years old – has been under serious pressure! High competition among the many panel suppliers, market research agencies have built proprietary panels, prices are under pressure, response rates have dropped, … all not to the benefit of profit margins and data quality. Non MR companies are starting intelligence activities and come close to research or least polling … Think of Facebook, Twitter, Redesign me … entering our field.
  • e-mail is no longer a dominant electronic medium to invite respondents, people are harder to convince to join panels … Social web is how cybercitizens interact … Identity: who are you? Reputation: what do people think you stand for? Presence: where are you? Relationships: who are you connected with? who do you trust? Groups: how do you organize your connections? Conversations: what do you discuss with others? Sharing: what content do you make available for others to interact with?
  • The information we need is out there, somewhere … but we have not adapted our tools yet to unleash it. We need to join forces, adapt and get the information we need to make better decisions. It was only when the FBI started to work with Frank Abagnale Jr. that they got value out of this master crook … as researcher we need to do the same.
  • We need to invest in something that has a future, otherwise we will hinder value creation. We often hear we cannot adopt radically new research methods because of flawed methodology, history or habits, our client community ... But who cares? Well I do, and I am convinced many of you MR agencies with me. Our market power will change, profits will erode as well the market positions of current market players. So will the quality and delivery to end clients change. I believe there are three important areas to invest in ...
  • I believe in future editions of this conference we will see more papers centered around communities; mobile research; engaging participants; the convergence of research, social media and conversations; dedicated in-house panels … . Therefore we may consider repositioning and renaming this conference as we need to move on to the next generation of sourcing and panels (and stop calling it this way). I leave the renaming up to specialists but we may tap from the following pool of vocabulary: collaborative, participative, empowered, networked, socially connected, user-content generated … research. ... stimulate us towards better consumer insights and marketing management decisions
  • We measured for satisfaction among participants and interviewers to show we care, next to improve our processes. Results fed back to participants as well …
  • Efficiency: TA allows 1/3 time reduction for framework development in terms data analysis Better: more objective interpretation and confirmation of what you find/see with the eye is actual and not an artifact Transformational: analysing emotions, quantifying qual data by means of counting and associative link analyses
  • First a quick note on the methodology … This is the qualitative research of the 21 st century … one location and no travel. It is a nerve centre with screens and facilities.
  • This bubble diagram based on a section of our discussion group around what the focus and stakeholders of CSR should be indicate that: Consumers feel that companies have a duty to serve the customers: they are the source of income and companies need to produce products that do not harm, or at least be honest and open about how they are produced. Next they need to consider society in terms of “society/neighborhood and environment”. There are a couple of issues here: a. Companies need to be sustainable and make profit such that they can employ (local) people. b. Not harm the environment – again especially in the direct environment. That brings us to the next important stakeholder: the employees. They need to be treated as humans, not machines. Caring, development and work-life balance are key here. What is not done is child labor … For example, not firing employees but put as a temp measure put people on “part-time” is next to economical reasons also a socially acceptable measure … and in line with CSR & economic reality.  
  • Based on TA we disentangled the CSR concept …
  • Iedereen definieert het anders => taxonomy
  • Line between marketing & research!!!
  • ZIE BLAD!!! 30 conversaties + recruitment sources: panel, dbase of andere community! + refreshment van 33% na 3 maand + verwijzen naar de formule van Stephan! + van waar recruteren we die mensen: dbase, panel, site, social platform ! ! !
  • You buy a partcipant base => we make it a community!
  • A peer Trust Inspirational Collaborative Behind the scenes Connecting
  • In contrast to the vast amount of spontaneous user-generated-content online, the market research keeps on asking for more content We organize focus groups, surveys, and interviews where we ask consumers for their opinion. Yes, we have adopted some of the social media tools by setting up research communities, online focus groups with chat and blogs. The large information of social media content has however been largely ignored. Nowedays, we ask our research participants information that might be already be available on social media We should therefore change our philosophy of interviewing to a culture of caching where we listen to the online conversations online
  • Let’s take the example of observational research and how we can make it more connected! In post war Sweden it was discovered that every year, an average housewife walks the equivalent number of miles as the distance between Stockholm and Congo, while preparing her family meals. But if the design of the kitchen follows an assembly line layout then one need only walk as far as Northern Italy - with these results in mind, the institute descends upon a small Norwegian village with it’s surplus of bachelors to study the routines of single men. (movie “Kitchen stories”) What are the problems of traditional ethnography? Hawthorne: people behave different in case they are observed directly Researcher gaze: everyone has his/her own perspective - Clearly time and cost intensive
  • Avoid functional fixedness Two people can look at the very same data and have two totally different interpretations.
  • Why should we do this? In a time where response rates in traditional research are declining, these spontaneous answers are a welcome source of information. The industry is realizing that panel and survey participants are a scarce resource that should be used carefully. One action we can undertake to maintain our research ecosystem is data recycling. If we already have information available about a research question, we can re-use existing information instead of collecting new information about the topic. Especially for topics with high involvement (like health) or topics with a strong link to the internet (like technologies), we can take advantage of the large amount of existing information online.
  • Change perspectives I don’t think I can really tell you how to find them, since it involves some inspiration and some degree of looking at a problem in a way that nobody has before - otherwise, it won’t be fresh enough to be an insight.
  • A methodology for analysis the content placed by users on social media is not existing yet. Therefore, we have developed a new research paradigm called social media netnography. we have Social media netnography, also called digital ethnography or mass anthropology, is a research methodology that makes use of publicly available user-generated-content in order to answer a research question.
  • We have just explained the process we can follow to arrive at great insights. Let’s use of few examples of projects we have recently carried out to understand how new / different / more connected research approaches can provide us with more opportunities to think out of the box. IT DOESN’T MATTER WHERE. IT CAN BE EVERYWHERE. THE INSIGHT IS FOR THE TAKING. YOU JUST NEED TO FIND IT.
  • Two approaches can be taken: You can look at social media content top-down: in this case you look at the data you have collected with a specific research question in the back of your mind. Examples are fi looking what people say about a certain brand. Looking for buzz about a communication campaign. Etc. A second approach is bottom-up analysis: in this case you take a very open approach towards the content by NOT asking specific research questions but instead looking at the big themes that spontaneously emerge in the data.
  • What can we learn from it? In contrast to traditional market research where individual answers are not public, comments on social media can be read by everyone. One single post can have a very big impact as it remains online forever and reaches a large audience. Whether companies like it or not, social media are nowadays a full element of communication and advertising that influence people in their buying decision process. Because social media communication is largely controlled by consumers, there is an increased need for marketers to know what consumers tell online about brands or products. Online buzz also contains new quality information which is not easily available via traditional research. Digging into online buzz allows researchers to go back in time . Even if we did not intend to study a certain topic, we can still conduct the study based on historical data. Likewise, we can estimate the impact of planned actions (e.g. the launch of a new product) or external events (e.g. the economical crisis) by comparing the buzz before and after an event. Since we deal with spontaneous feedback, customers are able to talk about their issues freely. This allows us to take a bottom-up approach. Since no predefined questions are asked, interviewer bias is absent. The analysis of social media content is a good way for discovering blind spots in current thinking about the market and as such lead to new market insight . This is even more applicable for socially sensitive topics about which people often talk more openly due to the anonymity of the internet. In contrast to classical word of mouth, word of mouse gives us access to authentic text and everyday vocabulary. This allows researchers to look at the natural language and wording when talking about a need, product or brand. Studying wording is particularly interesting when focussing on the tonality of the conversation. By looking at the number of positive and negative emotions surrounding a certain topic, the attitude towards a topic can be derived.
  • We will in fact arrive at Fusion research … multi-disciplinary through the line research in which the solution to make better decisions is central not the toolbox or methods! The implies triangulation in methods, skills and insights!
  • The bottom-line is … That in today’s time of crisis (damn, I swore I was not going to use that word) … we need to start all over again by operationally rationalizing but investing strategically! By rationalizing operations, I do not mean lay-offs but rightful contra cyclical investments to free up resources which you can directly (re)invest to create competitive advantage – for when things are back to normal. That’s my advise to the MR industry! Show we bring added value …
  • And for sure as with every revolution there will be opponents and drivers of these trends. I leave it up to you which side to chose, but if I would run the MR industry I would focus on the new seedlings that are growing … Creative destruction hurts and means the end for some but a new start for others. The important thing is to actually make it happen not just talk about it … Analyzing all presentations of the latest WARC Online Research conference via text analytics we still notice a lot of traditional topics are still on the agenda! Clearly, many are talking about it, but who is putting the deed to the word?
  • IESEG (Lille) - 'Contemporary Market Research Management & Techniques'

    1. 1. <ul><li>Introduction </li></ul><ul><li>Me, Myself & I ... </li></ul><ul><li>Nice to meet You ! </li></ul><ul><li>Meet the ‘contemporary’ consumer </li></ul><ul><li>Empowered </li></ul><ul><li>Cosmopolitan </li></ul><ul><li>Co-Creator </li></ul><ul><li>Emotional </li></ul><ul><li>So how to go from here? </li></ul><ul><li>Let’s get Connected: </li></ul><ul><ul><li>Surveying </li></ul></ul><ul><ul><li>Discussions </li></ul></ul><ul><ul><li>Observations </li></ul></ul><ul><li>Fusion Research </li></ul>
    2. 5. <ul><li>Introduction </li></ul><ul><li>Me, Myself & I ... </li></ul><ul><li>Nice to meet You ! </li></ul><ul><li>Meet the ‘contemporary’ consumer </li></ul><ul><li>Empowered </li></ul><ul><li>Cosmopolitan </li></ul><ul><li>Co-Creator </li></ul><ul><li>Emotional </li></ul><ul><li>So how to go from here? </li></ul><ul><li>Let’s get Connected: </li></ul><ul><ul><li>Surveying </li></ul></ul><ul><ul><li>Discussions </li></ul></ul><ul><ul><li>Observations </li></ul></ul><ul><li>Fusion Research </li></ul>
    3. 6. Evolution!
    4. 7. Context & Multiplicators
    5. 8. <ul><li>Introduction </li></ul><ul><li>Me, Myself & I ... </li></ul><ul><li>Nice to meet You ! </li></ul><ul><li>Meet the ‘contemporary’ consumer </li></ul><ul><li>Empowered </li></ul><ul><li>Cosmopolitan </li></ul><ul><li>Co-Creator </li></ul><ul><li>Emotional </li></ul><ul><li>So how to go from here? </li></ul><ul><li>Let’s get Connected: </li></ul><ul><ul><li>Surveying </li></ul></ul><ul><ul><li>Discussions </li></ul></ul><ul><ul><li>Observations </li></ul></ul><ul><li>Fusion Research </li></ul>
    6. 10. A world of ‘perfect information’
    7. 11. Consumers create content themselves
    8. 12. social connections participation content generation
    9. 13. CITIZEN JOURNALISM
    10. 14. MAKE BREAK EVERYONE IS A CRITIC POWERFUL CONVERSATIONS
    11. 15. We believe today’s consumers ... are empowered They have the means to make or break brands on a scale never seen before. They choose what they talk about, not the marketers. “ Companies can’t stop customers from speaking up, and can’t stop employees from talking to customers. Their only choice is to start encouraging employees to talk to customers - and empowering them to act on what they hear ” The Cluetrain Manifesto
    12. 16. <ul><li>Introduction </li></ul><ul><li>Me, Myself & I ... </li></ul><ul><li>Nice to meet You ! </li></ul><ul><li>Meet the ‘contemporary’ consumer </li></ul><ul><li>Empowered </li></ul><ul><li>Cosmopolitan </li></ul><ul><li>Co-Creator </li></ul><ul><li>Emotional </li></ul><ul><li>So how to go from here? </li></ul><ul><li>Let’s get Connected: </li></ul><ul><ul><li>Surveying </li></ul></ul><ul><ul><li>Discussions </li></ul></ul><ul><ul><li>Observations </li></ul></ul><ul><li>Fusion Research </li></ul>
    13. 21. New consumer behaviour paradigm User enters keyword User processes search results User visits brand site Keyword hunting Category, brand, feature awareness Product (experience) comparison Customer experience How we wish they searched ... the actual search cyclone ... Discovery Discussion Decision
    14. 22. We believe today’s consumers ... are cosmopolitans Consumers switch between online and offline, they mix media like never before, are always on the go, create their very own ‘cocktail’ of attitudes and are part of a global social web. That’s why they are more difficult to grasp!
    15. 23. <ul><li>Introduction </li></ul><ul><li>Me, Myself & I ... </li></ul><ul><li>Nice to meet You ! </li></ul><ul><li>Meet the ‘contemporary’ consumer </li></ul><ul><li>Empowered </li></ul><ul><li>Cosmopolitan </li></ul><ul><li>Co-Creator </li></ul><ul><li>Emotional </li></ul><ul><li>So how to go from here? </li></ul><ul><li>Let’s get Connected: </li></ul><ul><ul><li>Surveying </li></ul></ul><ul><ul><li>Discussions </li></ul></ul><ul><ul><li>Observations </li></ul></ul><ul><li>Fusion Research </li></ul>
    16. 26. Giving feedback : 66% Co-create products/services: 53% Input for branding & communication actions: 45% Openess of the consumer to connect with companies (InSites Consulting’s MC DC 2009)
    17. 27. <ul><li>Since launch March 2008: </li></ul><ul><ul><li>3 million unique visitors </li></ul></ul><ul><ul><li>60,000 ideas submitted </li></ul></ul><ul><ul><li>100,000s of comments </li></ul></ul><ul><ul><li>460,000 votes </li></ul></ul><ul><ul><li>2,500 moderator comments </li></ul></ul><ul><li>(July 2009) </li></ul>
    18. 29.
    19. 30. We believe today’s consumers ... are co-creators The relationship between marketeers & consumers have changed. Without realizing the impact of consumers has increased! “ Consumers are beginning in a very real sense to own our brands and participate. We need to begin to learn how to let go” A.G. Lafley, CEO & Chairman of P&G
    20. 31. <ul><li>Introduction </li></ul><ul><li>Me, Myself & I ... </li></ul><ul><li>Nice to meet You ! </li></ul><ul><li>Meet the ‘contemporary’ consumer </li></ul><ul><li>Empowered </li></ul><ul><li>Cosmopolitan </li></ul><ul><li>Co-Creator </li></ul><ul><li>Emotional </li></ul><ul><li>So how to go from here? </li></ul><ul><li>Let’s get Connected: </li></ul><ul><ul><li>Surveying </li></ul></ul><ul><ul><li>Discussions </li></ul></ul><ul><ul><li>Observations </li></ul></ul><ul><li>Fusion Research </li></ul>
    21. 37. Top 5 brands of the world according to Interbrand Top 5 brands of the world according to Facebook 3,7 2,6 0,65
    22. 38. We believe today’s consumers ... are emotional Decisions have always been strongly guided by emotions, today we are more aware of this & tapping into them has become ‘easier’. “ For far too long, emotions have been concealed behind closed doors and ignored in favour of rationality and efficiency” Dan Hill, Emotionomics
    23. 39. <ul><li>Introduction </li></ul><ul><li>Me, Myself & I ... </li></ul><ul><li>Nice to meet You ! </li></ul><ul><li>Meet the ‘contemporary’ consumer </li></ul><ul><li>Empowered </li></ul><ul><li>Cosmopolitan </li></ul><ul><li>Co-Creator </li></ul><ul><li>Emotional </li></ul><ul><li>So how to go from here? </li></ul><ul><li>Let’s get Connected: </li></ul><ul><ul><li>Surveying </li></ul></ul><ul><ul><li>Discussions </li></ul></ul><ul><ul><li>Observations </li></ul></ul><ul><li>Fusion Research </li></ul>
    24. 44. We complete more (online) surveys in an ever increasing tempo using the same methods!
    25. 45. The information & the people we need are out there… … but we have not adapted our tools
    26. 46. Invest in something with a future
    27. 47. B r a i n s t o r m
    28. 50. HOW CAN MARKET RESEARCH MAKE THE MOST OUT OF SOCIAL MEDIA THROUGHOUT THE ENTIRE MARKET RESEARCH PROCESS ? Market research process = kick-off, methodology, recruitment, data collection, analysis, reporting and consulting Come up with 5 ideas; Use a post-it note; You can explain!
    29. 51. <ul><li>Introduction </li></ul><ul><li>Me, Myself & I ... </li></ul><ul><li>Nice to meet You ! </li></ul><ul><li>Meet the ‘contemporary’ consumer </li></ul><ul><li>Empowered </li></ul><ul><li>Cosmopolitan </li></ul><ul><li>Co-Creator </li></ul><ul><li>Emotional </li></ul><ul><li>So how to go from here? </li></ul><ul><li>Let’s get Connected: </li></ul><ul><ul><li>Surveying </li></ul></ul><ul><ul><li>Discussions </li></ul></ul><ul><ul><li>Observations </li></ul></ul><ul><li>Fusion Research </li></ul>
    30. 52. panel/research provider centric people /participant centric Consider repositioning from
    31. 53. Building a research eco system We need to avoid global warming of panels and install a waste reduction program, respecting the needs of today’s participants Empowered Recycle existing info Cosmopolitan Be where they are Co-creator Give back Emotional Connect
    32. 54. (Re)connecting companies with their consumers
    33. 55. Company Consumer Consumer Consumer Company Consumer Consumer Consumer “ Learn from consumers” “ Learn from & allow consumer interactions” a new form of participation research... Connected Research uses interactive tools to tap into social interactions between people and allows a more equal relation between researchers and participants.
    34. 56. Using advanced methods Careful selection & fusion to better grasp the new reality Me We Emotion Ratio Me We Synchronous Asynchronous Me We Natural Lab Surveys Discussions Observations Online discussion groups Online 1-to-1 interview Online duo interviews Bulletin board Individual blogs Group blogs User-created brainstorming User-coded open ends Social media netnography Online safari Multi-media ethnography Explicit questions Deprivation Activation Implicit questions Post-it Emotion measurement Secondary company data Daily 2.0 Exit Forum
    35. 57. <ul><li>Introduction </li></ul><ul><li>Me, Myself & I ... </li></ul><ul><li>Nice to meet You ! </li></ul><ul><li>Meet the ‘contemporary’ consumer </li></ul><ul><li>Empowered </li></ul><ul><li>Cosmopolitan </li></ul><ul><li>Co-Creator </li></ul><ul><li>Emotional </li></ul><ul><li>So how to go from here? </li></ul><ul><li>Let’s get Connected: </li></ul><ul><ul><li>Surveying </li></ul></ul><ul><ul><li>Discussions </li></ul></ul><ul><ul><li>Observations </li></ul></ul><ul><li>Fusion Research </li></ul>
    36. 58. <ul><li>Fully integrated into the questionnaire </li></ul><ul><li>No impact on response rates </li></ul><ul><li>Possibilty to ask more than one question </li></ul><ul><li>Possibilty to target questions towards specific profiles </li></ul><ul><li>Answers can be linked to a participant’s profile </li></ul><ul><li>Protected </li></ul><ul><li>Higher participant satisfaction </li></ul>
    37. 59. <ul><ul><li>Likes: 33% no idea </li></ul></ul><ul><ul><li>Dislikes: 34% no idea </li></ul></ul><ul><li>Panel experience: (Panelsatisfaction study 2006) </li></ul><ul><li>I find open questions annoying: 24% </li></ul><ul><li>I find open questions too time intensive: 32% </li></ul>User-coded Open Ends
    38. 60. Creation Propagation Contextualization User-coded Open Ends 1 3 2
    39. 61. Recognition USP Targeted USP Natural USP User-coded Open Ends
    40. 62. User-created Brainstorms
    41. 63. Post-its
    42. 64. <ul><li>Introduction </li></ul><ul><li>Me, Myself & I ... </li></ul><ul><li>Nice to meet You ! </li></ul><ul><li>Meet the ‘contemporary’ consumer </li></ul><ul><li>Empowered </li></ul><ul><li>Cosmopolitan </li></ul><ul><li>Co-Creator </li></ul><ul><li>Emotional </li></ul><ul><li>So how to go from here? </li></ul><ul><li>Let’s get Connected: </li></ul><ul><ul><li>Surveying </li></ul></ul><ul><ul><li>Discussions </li></ul></ul><ul><ul><li>Observations </li></ul></ul><ul><li>Fusion Research </li></ul>
    43. 65. Online Discussion Groups
    44. 66. 1000
    45. 71. Sentence completion Avator creation Photo sorting Associations
    46. 73. Top-of-mind fast processing Cognitive processing Ad rem Stimuli based Fleeting Social context Triggered Cognitive processing Memory
    47. 74. <ul><li>Online groups overall generate the same findings as offline groups </li></ul><ul><ul><ul><li>Smart & adaptive moderation </li></ul></ul></ul><ul><ul><ul><ul><li>Natural style generates less interaction </li></ul></ul></ul></ul><ul><ul><ul><ul><li>From “ad rem” scratcing to deep diving </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Richer than traditional focus groups </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Projective techniques work just like stimuli </li></ul></ul></ul><ul><ul><ul><ul><li>Speed, fun, information level ... </li></ul></ul></ul></ul><ul><ul><ul><li>Emotions are shared </li></ul></ul></ul><ul><ul><ul><li>Less socially desirable and group reasoning </li></ul></ul></ul><ul><ul><ul><ul><li>Reasonings less far stretched </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Vocabulary can be different </li></ul></ul></ul></ul>
    48. 75. Happy research participants 2,45 3,34 3,38 3,9 4,17 4,21 4,24 4,28 4,38 4,48 4,59 4,59 Did the session change your opinion about CSR? Did you tell everything you wanted to? Amount learned during discussion Personal contribution to discussion Like group dynamic/interaction? Involvement in discussion Find discussion interesting Was moderator listening? Moderator enabled expression? Enjoy research method Did you understand group exercise instructions? Openness in responses Mean Score (out of 5)
    49. 76. Automational Informational Transformational The power of text analytics
    50. 77. * 12 online discussions groups * 80 participants * 63 countries * 50 clients watching in real-time * Covered from 1 central location
    51. 78. Focus & stakeholders Supplier 7 Neigborhood 7 Competition 9 Government 12 Shareholders 16 Consumer 100 Environment 50 Employees 43 Society 76
    52. 79. responsible company quality product price leadership customer service advertisement value innovation excellence employer fun safe shareholders goal profit friendly honest safe image status personal values comfortable
    53. 80. Integrated Cases
    54. 81. Explore what is “Talk of the World” today among global opinion leaders Test and finetune TOW concepts for Heineken among global opinion leaders
    55. 82. overall marketing & advertising charity Corrected propagation Sample size Winners Concepts Challengers High risk List of point of sales Cursor = brand logo Brand ambassador is participating Back to basics Post messages Using song of the brand when opening site Useful information Partnerships Thank you page from brand No moving images No commercial objectives No pop - ups Mini website from brand Movies with information Information on labour conditions High quality Give gifts Images Magazines Not too exaggerated Clear order Press releases Price comparisons Targeted publicity Social consciousness Information on origin of product Presence at search engines No deception No publicity Debating Support charity Sponsorship Providing content (Mini) publicity Discounts & promotions Nice features Not too pushy Human interaction Competition with prizes Publicity optional Environment friendliness
    56. 83. Heinz brand essence?
    57. 84.  HOMEWORK
    58. 86.  ONLINE DISCUSSION GROUPS
    59. 87.  BULLETIN BOARDS
    60. 88. &quot;It became apparent to me that doing online groups requires other skills in terms of moderation and other techniques than doing offline groups. Working with the experts of InSites got me through a steep learning curve&quot;. &quot;Online research is not only doing chat sessions. The whole package of on line desk research, homework assignments for respondents, chat sessions and the use of bulletin boards in a follow up, make the difference&quot;. Bert Borggreve Consumer Insight Manager  
    61. 89. Online 1/1 & Duo Interviews
    62. 90. Session screenshot The respondent can see the moderator via the webcam The moderator can chat with the respondent. A private chat between moderator and clients is also possible The mouse mouvements of the respondent are shown on screen The respondent’s desktop is shown to moderator and clients
    63. 91. Interviewing room: respondent & interviewer Observation room: clients Respondent @ home Interviewer @ InSites office Clients @ client office Traditional user experience setting OFFLINE New user experience setting ONLINE
    64. 92. After the report of the online user experience interviews was completed, it was compared to the report of the traditional user experience interviews CONCLUSION?
    65. 93. Research Communities
    66. 94. We are different from our target audience! CONSUMER TWIN SCORE Q : When you compare yourself to the consumers in your target group, to what extent do you see an overlap or a difference between both?
    67. 95. Let’s join the conversation
    68. 97. Research Communities
    69. 98. Insights Ideas Innovation Renovation Branding & communication Customer Experiences Consumer Insights
    70. 99. Dedicated panel Talk To Change Qual add-ons & mobile
    71. 102. Sensing Observe Insighting/ideation Connecting Facilitate Join
    72. 104. Getting started
    73. 105. The number of Dunbar (1)50
    74. 106. Never underestimate the power of n=1
    75. 107. Brand and/or topic identification Recruitment specs Client openness Brand / Topic My identity
    76. 110. Experience Meet & greet sessions Story of the project Feedback Incentives
    77. 111. Meet & Greet Sensing zone Feedback zone Ideation zone Social Corner Research Community building blocks:
    78. 112. Engagement Input Buy in
    79. 115. The story Equilibrium The methods The results
    80. 116. <ul><li>P assionate: </li></ul><ul><ul><li>A community moderators loves to interact with people. Loving to engage & Loving to inspire ! </li></ul></ul><ul><ul><li>Sharing positive energy enables the right emotional mindset. </li></ul></ul><ul><ul><li>Being passionate is infectious. </li></ul></ul><ul><li>O pen: </li></ul><ul><ul><li>Openess is all about being honest, and honesty is key to build trust ! </li></ul></ul><ul><ul><li>People open up if you act like a peer in the community. Being their friend is the number 1 ambition. </li></ul></ul><ul><li>D edicated: </li></ul><ul><ul><li>Communities are built upon feelings, not upon timings...It’s a 24/7 passion & lifestyle. </li></ul></ul><ul><ul><li>People need to ‘feel’ your presence, they need to ‘feel’ you’re ‘listening’ ! </li></ul></ul><ul><ul><li>Again: Being dedicated is infectious. </li></ul></ul><ul><li>F orward thinking: </li></ul><ul><ul><li>A community moderator is always on top of things </li></ul></ul><ul><ul><li>Always aware of what is happening - Always taking care of things </li></ul></ul><ul><ul><li>A clear vision on the future path enables you to lead the tribes. </li></ul></ul>
    81. 117. Community moderation, being contagious is key...
    82. 118. We believe in storytelling
    83. 120. Enriched content photo, audio, video, links, embeds,...
    84. 122. Give back ! Topic related incentives Charity Feedback & insights
    85. 123. Benefits
    86. 124. 1 Sensing experience
    87. 125. 2 Direct consumer line
    88. 126. 3 Unsollicited feedback
    89. 127. 4 Consecutive learning
    90. 128. 5 Always on
    91. 129. 6 Value equation
    92. 130. Deliverables
    93. 131. Feeling reports
    94. 132. Activity sheets Satisfaction scores
    95. 133. From results to actions!
    96. 134. Cases
    97. 135. Chiquita Fruit in a bottle
    98. 136. <ul><ul><li>What happens on a psychological and physical level when 15 heavy fruit/smoothies eaters don’t consume their regular amount of fruit/smoothies? </li></ul></ul><ul><ul><li>What happens on psychological and physical level with 20 participants who don’t often eat fruit/smoothies, when they start eating more? </li></ul></ul>DEPRIVATION ACTIVATION
    99. 138. Start walking in your customer’s shoes
    100. 139. Dunlop Bytes on speed!
    101. 140. De Standaard Reconnecting with youngsters
    102. 145. Er bestaat niet zoiets als ‘ jongerennieuws’ Alle jongeren = alle interesses 1
    103. 146. Jongeren hebben een drang om continu van alles op de hoogte te zijn. Ze willen niets missen en steeds up to date zijn met het meest actuele nieuws. Om dat te bereiken stellen ze zich open voor een maximaal aantal kanalen 2
    104. 148. Ze proberen over alles iets te weten, maar het is onmogelijk om over alles veel te weten. Daarom filteren ze uit de grote hoeveelheid oppervlakkig nieuws een aantal zaken waarover ze meer informatie willen 3
    105. 150. Op het moment waarop de krant geconsulteerd wordt, is er net enorm veel competitie van andere kanalen 4
    106. 153. Danone Exploring the world of water
    107. 154. Water Challenges at Danone
    108. 155. Prelimary research & screening Quantitative phase Diary research Ethnographic research Community research Screen out Diary research Diary + bulletin board research Yes No No Diary + ethno research Yes Yes No 2 online focus groups
    109. 158. ... wake up better ...have a better night of sleep If I drink water, I will... Brain Mouth Throat Kidney Stomach
    110. 159. Future Talking Multi-client community
    111. 161. Idea Brewers Multi-country community
    112. 162. Heinz Let’s talk about the future
    113. 164. <ul><li>Introduction </li></ul><ul><li>Me, Myself & I ... </li></ul><ul><li>Nice to meet You ! </li></ul><ul><li>Meet the ‘contemporary’ consumer </li></ul><ul><li>Empowered </li></ul><ul><li>Cosmopolitan </li></ul><ul><li>Co-Creator </li></ul><ul><li>Emotional </li></ul><ul><li>So how to go from here? </li></ul><ul><li>Let’s get Connected: </li></ul><ul><ul><li>Surveying </li></ul></ul><ul><ul><li>Discussions </li></ul></ul><ul><ul><li>Observations </li></ul></ul><ul><li>Fusion Research </li></ul>
    114. 165. Observational Research has to change !!!
    115. 166. Culture of interviewing Culture of caching We keep asking questions Answers are already there
    116. 168. Hawthorne effect Researcher gaze Time & cost intensive Traditional ethnography context Participant R
    117. 170. Maintain the research eco system
    118. 171. Observational research = Data collection method where research participants are not activly interviewed about the research objective. Instead, we observe what consumers tell us spontaneously through user-generated content and cognitive/physiological measure or digital recordings
    119. 172. DATA COLLECTION using pre-defined research tools, traditional ones or innovative ones ANALYSIS answering questions that were predefined SURVEY/ TOPIC GUIDE DEVELOPMENT what do we want to ask SAMPLING selection of participants we want to talk to FRAMEWORK DEVELOPMENT what do we want to observe? which conversations interest us? SAMPLING selection of sources/situations you want to observe DATA COLLECTION with the aid of research blogs or webscraping ANALYSIS Combination of quantitative & qualitative analysis techniques + textmining
    120. 174. Partici Participant Traditional observation 00 Client Participant Context Researcher Researcher All-out observation Context Crowd interpretation Involve participant in data collection Involve crowd and client in data collection
    121. 175. Ethnography Process
    122. 176. Ethnography Process
    123. 177. Ethnography Process
    124. 178. Ethnography Process DIMENSIONALISATION BREAKING INTIMACY BRIDGING OMISSION EMOTAGS ABSTRACTION
    125. 179. Ethnography Process
    126. 180. Ethnography Process RECOGNITION? REMAINING QUESTIONS? ACTIONABLE?
    127. 181. Multimedia Ethnography
    128. 183. WE ME (I’m better) THINK DRINK CHANGE CONSERVATISM REAL WORLD FANTASY WORLD Fashion girl Fashion boy Breezer sluts Jumpers Nerds Geek girls emo Alternative Punk Gothic Rockers Tektonic Skater Hippies Rapper
    129. 184. The shopping experience through consumers eyes Different touch points POST-SHOPPING SHOPPING Finding a parking spot Find the products on my list Exploration (new products, social, ...) Scanning Packing up the goods Driving home Putting away the goods Paying Enter the store Waiting at checkout Finding a trolley Finding a coin for a trolley Going to the shop PRE-SHOPPING Making my shopping list Empty bottles?
    130. 185. Two types of importance for each touch point Exposure versus impact Parking Trolley Entrance Shopping Check-out Packing 3% 2% 1% 65% 23% 6% 5% 9% 18% 35% 26% 4% Exposure Impact
    131. 186. Performance of each touch point Parking Trolley Entrance Shopping Check-out Packing
    132. 187. <ul><li>Price of the products: value for money </li></ul><ul><li>No mistakes when it comes to price </li></ul><ul><li>Products are not expired </li></ul><ul><li>Cleanliness </li></ul><ul><li>Clear indication of department and product types </li></ul><ul><li>Intuitive structure of departments </li></ul><ul><li>Clear prices, promotions and other communication </li></ul><ul><li>Possibilities to explore </li></ul><ul><li>Social experience </li></ul><ul><li>Enjoyable environment </li></ul>Shopping for products Functional Intuitive Indulgent 65% time - 35% impact
    133. 188. Online Safari
    134. 189. The presumed target group? CITYLIFE WORK FAMILY LOVE SPORTS PLAY TECH WORK AUTHENTIC TRENDS STATUS STYLE ONLINE HERITAGE QUALITY SHOP
    135. 190. Online safari Universe detection Data collection: scrape the internet
    136. 192. SELF DIRECTION HEDONISM INSPIRATION AMBITION
    137. 193. Social Media Netnography
    138. 194. Social media netnography = research methodology that makes use of publicly available user-generated-content in order to answer a research question
    139. 196. Research questions
    140. 198. 7. Datacollection through webscraping technology Nethnography, how ?
    141. 199. Deliberatly searching for specific terms of interest Discover hidden links between categories of one person, brands, type of websites Check original verbatims qualitative
    142. 204. 23200 posts
    143. 205. 27% of conversations about brands
    144. 206. Social Media Tracking on tripadvisor.com
    145. 207. Longevity Health problems Quality of Life Daily life impact
    146. 208. 81.861
    147. 209. Buzz volume Sentimeter Hits & winners Opportunities Immediate attention
    148. 210. Buzz volume Sentimeter Eating professional Housing Payment Guilt Identity Telephone call Treatment Diagnosis Transport Dog Personal care Law Clothes Active Friends Decision Safety Religion
    149. 211. Eating = enjoying life Health problems Appetite decreases Altered taste Chewing Swallowing
    150. 212. Their recommendations Our challenges
    151. 213. Mind your language
    152. 214. Keep it short
    153. 215. <ul><li>Introduction </li></ul><ul><li>Me, Myself & I ... </li></ul><ul><li>Nice to meet You ! </li></ul><ul><li>Meet the ‘contemporary’ consumer </li></ul><ul><li>Empowered </li></ul><ul><li>Cosmopolitan </li></ul><ul><li>Co-Creator </li></ul><ul><li>Emotional </li></ul><ul><li>So how to go from here? </li></ul><ul><li>Let’s get Connected: </li></ul><ul><ul><li>Surveying </li></ul></ul><ul><ul><li>Discussions </li></ul></ul><ul><ul><li>Observations </li></ul></ul><ul><li>Fusion Research </li></ul>
    154. 216. F USION methods insights skills
    155. 217. We need to start all over again …
    156. 218. We believe ... in connected research Everything we do is aimed at enhancing intimacy between you, your market and us. Yes we will ! Yes we can!
    157. 219. Take home What will yóu do differently?

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