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Using social media as voice of consumer to derive insights to enable actions

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  • 1. www.empowerresearch.comUsing social media as the voice of theconsumer to derive insights to enable actionsMarket Research & Insights in Action, New YorkDebjani DebManaging PartnerEmPower Research LLC.13,Rights Reserved. Wednesday, April All 2011 Listen. Learn. EmPower Listen. Learn. EmPower 1
  • 2. Agenda for Today Social Media an alternative to primary research 1 Possible applications of Social Media led 3 research 2 Conclusion and DiscussionsEmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 2
  • 3. Historically, Market Research Involves Collecting, Analyzing & Generating Insights from Qualitative & Quantitative Data Depth Interviews Paired Depths Triads Face-to-Face Interviews Mini-Groups Telephone Interview Focus Groups Omnibus Survey Observation Online Survey Workshops Postal and Self- Completion Survey Time Consuming $ ExpensiveEmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 3
  • 4. Of Late, Social Media has Emerged as a Rich Repository of Spontaneous User Sentiments on Category and Brands 66% 14% 21% 31% Of online 14% either publish a 21% post ratings 31% post Americans now blog/ web page or or comments in updates social use social media upload video/ audio online forums networking sites HOW MANY TURN TO SOCIAL MEDIA WHEN MAKING PURCHASES Travel Apparels Personal Care Food/Beverages Groceries 28% 26% 18% 26% 17% Sources: www.sanfranciscosentinel.com, www.blogs.forrester.com, Knowledge Networks – May 2010EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 4
  • 5. Social media listening isnt only replacing some survey research but also making it harder to do by changing consumer behavior and expectations. "The more people see two-way engagement and being able to interact with people all over the world, I think the less they want to be involved in structured research " she said "If I have something to say to that company research, said. If now, there are lots of ways to say it.“ "But we need to get away from the notion that being representative of But something is the only way to learn," she said. "I still hear people say, That social-media thing, thats not really going to pan out. We will learn enormously whether [ y [social-media samples are] representative or not." p ] p Joan Lewis Global Consumer and Market Knowledge Officer P&G Officer, Source: Will Social Media Replace Surveys as a Research Tool? Biggest Research Buyer P&G Says It Wants Less Methodology Dogma, More Projections. By Jack NeffEmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 55
  • 6. Market is Moving from a Pure Tool Based Listening To Insight Generation Tool Generated Closed Listening Community Listening Garbage in – Like a focus garbage out group, the first Understands stop for online content but not research Context Triggered instead of being g True Insights from spontaneous World at Large 2 Research Benefits 1 Going to where the DISCUSSION is NOT biasing by asking the q questionEmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 6
  • 7. So How Can we Unlock the Social Media Potential – A Two Fold Approach BYTES + BRAINS Aggregate at Large Harness Identify Online Influencers Opinion 1 2 Aggregation of Insights Understanding Opinion Universe LeadersEmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 7
  • 8. How Does One Aggregate at Large? Stage -1 Aggregation of unqualified chatter using tools Stage -2 Filter by using semantic rules as such as proximity, NLP or sentiments etc. Stage -3 Filter by using stratified random sampling for sub-populations that vary considerably Stage -4 Analysts led tagging for themes, tonality, demographic profile etc. AnalysisEmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 8
  • 9. Patterns and Perception Key to Bringing Structure to the Unstructured EmPower uses pattern recognition tool for Pattern iterative search string Perception Recognition refinement and Identification human/analyst analysis for theme identification Topics of discussion Sub topics within Human Pattern around Brand / analysis Brand / Category / recognition Category / Stakeholders Stakeholders tool Perception or themes : What is in the consumer’s mind share for Brand / CategoryEmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 9
  • 10. Social Media Led Research can be Leveraged to Derive Variety of Insights 1 C Consumer Insights 3 Category Insights g 2 Brand InsightsEmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 10
  • 11. Social Media Application for Consumer Insights Mom’s Consumer Communities Index Segmentation of interest 1 2 3 How can we profile How can we track Which communities consumer segments purchase intention of are target consumers basis behavior, target consumers? associating with? interest and attitude?EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 11
  • 12. A Case in Point for Consideration: Mom’s Index Share of Voice For a particular 50 cereal brand, it 40 was found that 30 while moms had 20 high share of 10 voice, it did not 0 result in actual Brand A Brand B Brand C Brand D Brand E purchase intent owing to i t Actual P A t l Purchase Intention (MPI Index) h I t ti I d ) nutritional 60 concerns. 50 This input helped p p 40 the brand redesign 30 its communication 20 strategy. 10 0 Brand A Brand B Brand C Brand D Brand EEmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 12
  • 13. A Case in Point for Consideration: Consumer Segmentation Safety Mom: always on the lookout for issues on healthy eating and prevention Customer of diseases segmentation for Yummy Mummy: Highly emphasized on Ever Connected Mom: GenY Moms the dietary and the Mothers who were based on nutritional aspects of the always updated with y food modern technology behavior, interests and Coach Mom: DIY Mom: attitude revealed Teach their kids good Moms prefer doing manners and leading a things themselves for 8 broad segments. disciplined life at a early age their kids This input can be Sponge Mom: Put their own needs Green Mom: Identified to be used to design aside at times for the environment-conscious environment conscious targeted welfare of their kids and prefer more natural Economy Mom: / organic products campaigns. Product Bundling, Discounts, Deals, Coupons attracted Economy M th E MothersEmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 13
  • 14. A Case in Point for Consideration: Communities Key Interest Areas of Target Perception towards Audience Brand A global leader Music Healthier in the beverage Movies industry used Sports social media to Technology identify top Reading interest areas of 0 20 40 60 80 100 Tastier target segment and online communities Online Communities where the Communities Inbound Links Outbound Links Visitors target segment t t t Yahoo!Music 119825 NA 7.4M engaged around interest areas Allmusic 11603 NA 391K Mix pod 9449 45 N/AEmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 14
  • 15. Social Media Application for Brand Insights Brand KPI Event Hypothesis Negativity Tracking Analysis Testing Alerts 1 2 3 4 How is brand awareness, How can various What is the impact How to Manage perception, hypothesis be of event on various emerging crisis and sentiments and tested in a short stakeholders? evolving negativity? consideration time? evolving?EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 15
  • 16. A Case in Point for Consideration: Brand KPI Analysis Increase in Awareness Sentiment The Greenpeace movement against Leading Negative Chocolate Brand Ch l t B d Sentiment created a lot of interest for the brand. Week 1 Week 2 Week 3 Week 4 Interestingly, many more first Loyalist First timers time customers bought the brand. SwitchersEmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 16
  • 17. A Case in Point for Consideration: Event Analysis Hi The launch of Gilenya, the first drug in its category, lost it t l t its areness sheen owing to Competition Drug negative chatter on its price. p Awa This garnered salience for a Gilenya y competitor with a drug in the pipeline. Lo -Ve Sentiments +VeEmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 17
  • 18. A Case in Point for Consideration: Hypothesis Testing Favorability softened because of launches targeted y g H0 towards children by competitor A major sportswear and equipment brand uses Social Media Launch of new range to augment its ability of children shoes primary research. Favora This helps them validate hypothesis on fluctuations in fl t ti i brand performance indicators. TimeEmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 18
  • 19. A Case in Point for Consideration: Negativity Alerts Pre-defined Threshold Actual Negativity One of the world’s largest food and nutrition companies is using 27% 200 % 00-000 000 58% Social Media to generate Impact on Corporate Reputation Index negativity alerts which track online conversations that may impact its Negativity Threshold corporate image and dilute equity. Negativity Index Reputation IndexEmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 19
  • 20. Social Media Application for Category Insights Category Innovation Exploration 1 2 What are possible new How can opportunity opportunities and landscapes be fortified? adjacencies?EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 20
  • 21. A Case in Point for Consideration: Category Exploration Beauty Environmental Green Ecosystem One of the Nature Moisturizing world’s largest Spiritual Spa consumer goods Glowing Skin company used d Exfoliate social media to Manicure Regular understand the Meditation Shower Cleansing various Security Hands Hygiene associations of health and Cholera wellness to H1N1 identify white Chinese Medicines spaces in the OTC drugs Vaccination category. Naturopathy Energy Drinks HealthcareEmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 21
  • 22. A Case in Point for Consideration: Innovation Health Water Olive Oil For a large Skin Care Categories consumer Fruits & Beauty Vegetables Drinks products Cosmetics company, social media produced opportunities, Fruit Spas from th mind of f the i d f the consumer, at the juncture of Fun Collagen two proven p based categories Marshmallows Eating/Food Categories Sustenance Indulgence HealthEmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 22
  • 23. A Recap of Social Media Applications Consumer Insights– Mom’s Index– C Consumer SSegmentation t ti Brand– Communities of interest Insights – Brand KPI Tracking – Event Analysis – Hypothesis Testing Category – Negativity Alerts Insights – Category Exploration – InnovationEmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 23
  • 24. www.empowerresearch.com Retail/CPG Advertising Communications/ High Tech/ Pharmaceuticals Financial Public Relations Telecom Health Care Services Corporate Headquarters EmPower Research 404 East 79th Street Suite 16E New York, NY 10075 Tel : +1 646 472 7908 Fax : +1 646 472 5806 Global Research Center Disclaimer: The data presented in this presentation is collected from publically available resources. EmPower Research doesn’t EmPower Research Knowledge Services Pvt. Ltd. take any responsibility on the authenticity of the data disclosed Ozone Manay Tech Park in this presentation and outcomes of decisions taken based on 3rd floor, Block B such data by the recipient of this presentation. Kudlu Gate, Hosur Road Bangalore 560 068 Tel : +91 80 4020 5300 Fax : +91 80 4169 8306EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower Listen. Learn. EmPower 24 24

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