New Modes of Market Research: Connected Research Filip De Boeck & Tom De Ruyck – InSites Consulting
OLD MEDIA LOSES CITIZEN JOURNALISM WE ARE THE MEDIA
MAKE BREAK EVERYONE IS A CRITIC POWERFUL CONVERSATIONS
(Re)connecting companies with their consumers
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. Verhaeghe, Schillewaert, De Ruyck (2008), InSites Consulting
S E M A N T I C R E S E A R C H T R A D I T I O N A L R E S E A R C H ( Q T & Q L ) C O N N E C T E D R E S E A R C H SECONDARY RESEARCH RESEARCH TECHNIQUES RESEARCH PLUG-IN’S OBSERVATION GUIDANCE DESK RESEARCH 2.0 ONLINE CONVERSATIONS STREAMS ONLINE DISCUSSION GROUPS ONLINE 1/1 BULLETIN BOARDS COMMUNITIES BLOGS MULTIMEDIA DIARIES EXIT FORUMS AFTER SURVEY COMMENTS USER-CODED OPEN-ENDS USER-CREATED BRAINSTORMS POST-ITS INTERACTIVE VIDEO SURVEYING RESEARCH SOLUTIONS TRADITIONAL DATA / CONNECTED DATA / ONLINE CONVERSATIONS AUDIT & TRACKING / ONLINE TXTOGRAPHY
"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".
"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".
Bert Borggreve Consumer Insight Manager
User-created Brainstorm 3 positive ways for brands to be present in social networks
1 - Interactive brand activation
Discount off the price
2 - Branded utility (Palmer & Vulkan)
High quality content
Offer REAL Value to consumers
“ [Nike+] is not an advertising idea, it's a technology idea. We are delivering a product, an application.” Nick Law Chief Creative Officer, North America R/GA April 2007
3 - Conversations management
Human interaction and debating
Need for a conversation manager If you care about PR you should care about the conversation!
explore what is “Talk of the World” today among global opinion leaders test and finetune TOW concepts for Heineken among global opinion leaders
Mixed method approach 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
Evaluating Talk of the World Talk of the World RISK Will the TOW concept lead to polarized opinions or will it be stuck in the middle? Will these opions be shared globablly or locally? REACH Will the TOW concept appeal to everybody or to a specific group of consumers? TYPE OF TALK Will the TOW concept create buzz or lead to word-of-mouth? SUSTAINABILITY Is the TOW concept appropriate for an ongoing story or will it be a one-shot action? BRAND RELEVANCE Is the TOW concept in line with the current positioning of Heineken? TOPIC OF TALK Will consumers talk about the experience created by the WOM concept or about the Heineken brand specifically?
27% of conversations about brands
Conversation tracking on tripadvisor.com
TARGET GROUP CITYLIFE WORK FAMILY LOVE SPORTS PLAY TECH WORK AUTHENTIC TRENDS STATUS STYLE ONLINE HERITAGE QUALITY SHOP
Objective The target group profile? Who is he? What are his interests, ambitions, opinions, etc. ? Where does he go (online & offline)? How can we target him?
Online safari Universe detection Data collection: scrape the internet