Kris Hodges
Jen Dale
Dorrie Paynter
October 17, 2013
2013 QRCA Conference – San Diego, CA
18 month journey through the SMR waters
TechCom sub-group
Captains of 3 “cruises”
Case Study – Dorrie
Real World – Jen
3D’...
3D’s – Define, Demystify and Delineate SMR
Like Darwin, we travelled the world to
bring back specimens
1st – Thank You to all who have helped
Patrice Wooldridge
Caroline Volpe
Greg Cobb
Shannon Danzy
Carla Essen
Of course . ....
. . . and to David VanNuys
Media
Social

Research

M
S

R
Why should I care about Social
Media Research?
“People are not necessarily talking about you or the
things you need to know. But, if they are talking about
you, you need...
Two-thirds of MR suppliers provide some
SM monitoring or analysis to clients.
GRIT Report, Winter 2013

What it specifical...
Big Data has many definitions
(Think NSA)
Collection of data sets so large and complex that it
becomes difficult to proces...
Our lives leave a wake of information behind us
which is becoming quantified -- Datafied
Mobile location
Comments
Transact...
Holy Grail of Big Data . . .
To link different data sets together to create new
learning and insights (to improve marketin...
SM is an important component of Big Data
Social Media =
Twitter, Facebook, Pinterest, YouTube, LinkedIn, blo
gs, reviews, forums
Interactions among people
in virtu...
SM = “Conversations”
Organic, naturally occurring
Unadulterated
Uncensored
“Pure” – no research bias
Ripe for the picking
SM Conversations + Market Researchers
---> SMR

Market
Researchers
SM conversations
At its most basic . . .
SMR = Social Media Listening
Listening to organic, natural
conversations for research purposes
NO ...
However,
some people consider SMR
as more than listening . . .
. . . and include interaction/engagement
with those who are “talking”
Role of PR and customer relations
Asking follow-up q...
. . . and include interaction/engagement
with those who are “talking”
Role of PR and customer relations
Asking follow-up q...
Our focus is on the listening
How do you listen in on these
conversations?
DIY
Scraping/aggregating
Social Media Listening Platforms
Aggregators that ca...
LOTS AND LOTS OF TALK

Source: Social Radar
The age old Qual-Quant battle is at it again

Quant has claimed a stake – Big

Qual
Quantitatively reduced to
Sentiment

Word clouds

Likes/dislikes

Basis for the listening platforms
That needs to be analyzed

Perfect for QRCs . . .
We connect the dots!
QRCs add value to the conversations
“ . . . when making decisions about social relationships,
it’s foolish to swap the ama...
Demand for QRC skills on the upswing?
“ The main problem . . . is that the [quant] tools may be very
good at collecting da...
Even the New York Times is on our side
Article on Big Data . . .

“The best (people) tend to be really
curious, thinkers w...
Data scientists are the magicians of the Big Data era
They crunch the data

use mathematical models to analyze it
create n...
SMR is rarely called
Social Market Research
Many functions claiming SMR capabilities
Additional Warning . . .
“Using great volumes of information . . . requires
profound changes in how we approach data.”
“. ...
Big Hype with SM and Big Data
Fast moving/fast changing – in its infancy
Trying to corral it
Many providers that may not h...
In Summary . . .
SMR is not scary – analyzing conversations is exactly
what QRCs do!

You may already be doing SMR (accord...
The
Real
World
of SMR

In Search of…
Project Crew
Kathy Doyle
Susan Saurage-Altenloh
Andrea Werboff
Foster Winter
Jen Dale
Kris Hodges
Dorrie Paynter
Discussion
Guide













Define SMR
SMR decision makers
Purpose of SMR
SMR advantages
Tools used
Approaches...
Research Objective
To identify how, if at all, research
buyers are utilizing social media
for marketing research and how,
...
On the hook…

Qual Research Buyers
Recruiting
Interviewers
Susan Fader
Ilka Kuhagen
Susan Saurage-Altenloh
Andrea Werboff
Kathy Doyle
Katrina Noelle
Corette Haf
Jen Dal...
Industries Interviewed
Financial Services
Production
Healthcare
Food
Publishing
Oil & Gas
Retail Services
Media & Entertai...
Study Participants
Wannabe
Users
8

N=50

Past Users
3

Current
Users
39
Social Media Marketing Research
Doing it!
“[SMR] means consumer perceptions, consumer
preference… so I can plan an acquisition strategy.”

Defining SMR
“[SMR] is do...
“[SMR] means consumer perceptions, consumer
“Customer satisfaction”
preference… so I can plan an acquisition strategy.”
“M...
Defining SMR
Defining SMR
 Listening
 Seeking
 Engaging
Defining SMR
Seeking

Watching
& Listening

Engaging
SMR Decision Makers
Marketing
Sales

Product
Development
Public Relations
Technology

Research
Communications

Advertising...
SMR Decision Makers
Willing
Able
Self Selected
SMR Decision Makers
“No one knows enough about SM
– it’s a big black box to marketers.
Everyone needs to be on it today.”
...
Why Conduct SMR?
Identify & Research:
Trends
Pain points & hot issues
New ideas
Why Conduct SMR?
“SMR levels the playing field in
our favor since we have fewer
resources [than bigger
companies]’

“[SMR]...
Desired Results from SMR
Desired Results from SMR
[We hope to find] insights to
supplement other
MR, trends, spikes in
sentiment or buzz to dig int...
SMR Advantages
•
•
•
•
•
•
•

See the big picture
Organic & “real”
Familiar to younger generation
Broad, global audience
I...
SMR Advantages
We are phasing out [online
communities in exchange for
more SMR]… online
communities are artificial and
not...
SMR Tools Used
• Internal Platforms
• External Tools Paid & Unpaid
“We purchased software for media listening that nobody knows how to use.”

SMR Tools Used
“We recently used Pinterest in a...
SMR Approaches
SMR Tools Used
Research Companies
Public Relations Firms
Advertising Agencies
Design Firms
Web Hosting Providers
Web Desig...
Actual Deliverables
Seeking
Watching
& Listening

Engaging
Actual Deliverables
Seeking
Watching
& Listening

Engaging
SMR Pitfalls
•
•
•
•

Exclusive
Biased assumptions
No qual analysis
Skeptical of results
SMR Pitfalls
“We take it with a grain of salt, it’s only as
good as our sample.”

“I’m worried about
age and cultural
bias...
Research Objective
To identify how, if at all, research
buyers are utilizing social media
for marketing research and
how, ...
Research Objective
To identify how, if at all, research
buyers are utilizing social media
for marketing research and
how, ...
Future of SMR
•
•
•
•

Growth unknown, but assumed
Increased consumer input
Increased mobile measurements
Complement to MR...
Future of SMR
“In the future there will
be more mobile apps for
market research.”

“[SMR] is just
the beginning.”

“[SMR] ...
Opportunities
for QRCs
• Buyers want:
 Guidance
 Justification
• They are not
seeking out QRCs
• Qual analysis is
the mi...
It’s time to… Dive in!
Kris Hodges
Jen Dale
Dorrie Paynter

October 17, 2013
2013 QRCA Conference – San Diego, CA
Cruise Three – Our Goals:
1) How to conduct SML research
2) Where do QRCs fit in
Gathered a crew
Some expert sailors
Other...
Thank you!!
Renee Murphy
Carole Schmidt
Kathy Doyle
Patrice Wooldridge
Caryn Goldsmith
Kay Correy Aubrey
Andrea Werboff
Ca...
Special thanks to:
Brett Terp of Infegy.com

 Josef Radomski of e54
Travel the seven seas:
1. Get your bearings

2. Identify the treasure
3. Chart your course
4. Choose your fleet

5. Go fis...
Travel the seven seas:
1. Get your bearings
What can I research?
 Topic - are people talking about it online?
Topics tend to be broader vs more in-depth
 Reaction to new advertising campaign, vs

drilling in to specific aspects of ...
Professional commentators/influencers make
water murky
 Big Gulp controversy in NYC
 Too much noise – couldn’t find cons...
Consumer topics tend to be easier than b-tob, but b-to-b not impossible
 Have to “listen” in the right forums, blogs, etc...
We agreed upon . . .

Gluten–free pizza . . . specifically.
Pizza vs Gluten-Free Pizza talk

Source: Social Radar
Travel the seven seas:
1. Get your bearings

2. Identify the treasure
i.e., Define your objectives!
New idea?
Nope!
Not all objectives that work in other forms of qual
work in SMR



Can’t get feedback on new idea if it hasn’t launched
...
Can be stand alone project, or part of a project
 Smarter proposals & new client presentations
 Refine screening criteri...
Case studies . . .
Look for target segments
 Who else can we target with this beauty product?
 Result:
• Found several s...
New business work
 Client entering new category; learned by looking

at current category.
 Result:

Made recommendations...
Due diligence
 For-profit institute considering purchase of

another company.
 Result:
Uncovered a significant issue; pu...
Inform and inspire marketing efforts
 Client redirecting marketing efforts in the health

industry - wanted robust unders...
More objectives that work . . .




Benefit articulation
SWOT analysis
Product launch evaluation

. . . What others can...
Our gluten-free pizza objectives
1) What would make the ideal gluten-free pizza?

2) What can we learn from Dominos’ exper...
Travel the seven seas:
1. Get your bearings

2. Identify the treasure
3. Chart your course
Write a guide
Travel the seven seas:
1. Get your bearings

2. Identify the treasure
3. Chart your course
4. Choose your fleet
Pick your tools
 Aggregators vs going directly to the source
 Paid vs free
 Looking for text? Images?
We looked at a lot, but there are a
lot more out there!
Free
 BoardReader
 Google Forum and
Blog Search
 Social Mention...
Aggregators: To pay or not to pay?
DIY Scraping
Cost
Breadth of
resources scraped
# of quant tools
offered
Professional
su...
How to evaluate tools?
Must read:
ESOMAR’s “24 Questions to help buyers of social media
research”
 Company profile
 Data...
Take it for a spin . . .
 Might want to give some of these free options a try:
 Google Blog Reader
 Zakta Research
 So...
Travel the seven seas:
1. Get your bearings

2. Identify the treasure
3. Chart your course
4. Choose your fleet

5. Go fis...
Jump in, the water is fine!

 Fine tuning your searches is key
 What terms would your target use?
 Like probing in a fo...
Be a sleuth!
Developing topic construct
 Need to understand how to use search terms
 “Pizza” might be too broad = 13.8 MILLION mentio...
Getting to the right pool . . .
 Experiment
 Gluten free versus Gluten-free
 GF and Pizza marginally better, BUT GF = g...
Think creatively
 How else do people refer to your topic?
 McDonald’s - “Mickey Dee’s”
 Pizza Hut – “the hut”
Fine tune . . .
What can you discover?
 Aggregator platforms have lots of metrics





Volume = 91K unique conversations
NET Sentimen...
Why a change in chatter?

Pizza Hut announced it would be introducing glutenfree pizza to its restaurants:
 “We LOVE THIS...
Good news / bad news

Source: Netbase via e54
Gluten-free pizza LIKES
 The “taste”
 “Domino's new gluten free pizza tastes great and didn't make me sick.

Rejoice!”
...
Gluten-free pizza DISLIKES
 When it’s “not gluten free”
 “Maybe my gluten free pizza wasn't so gluten free. I'm in so mu...
Deep dive from here
 When it’s “not gluten free”

Can we tap into “regret”?
(60 conversations)

 “Maybe my gluten free p...
Keep looking for treasures. . .
Emotions around GFP

Source: Netbase via e54
Who is talking?

Source: Netbase via e54
Travel the seven seas:
1. Get your bearings

2. Identify the treasure
3. Chart your course
4. Choose your fleet

5. Go fis...
Now what?
Analysis!
 Similar to reading bulletin board focus group






transcript . . . but not as organized
Need to read LOT...
Travel the seven seas:
1. Get your bearings

2. Identify the treasure
3. Chart your course
4. Choose your fleet

5. Go fis...
Ta dah!
What do reports look like?

Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in . . .
 It’s not that scary – skills we already have
 Start small and gain confidence
 Create more insig...
Ready to dive in?
Sell to client
 Small freebie
 Add on to “traditional” qual
 Stand-alone project

 Proposal
 Descri...
Heading back to shore . . .
What does all this mean for
QRCs?
Opportunities in listening space
 Timing is good
 Hot topic – SM is on every marketer’s radar
 Your competition is not ...
Opportunities in listening space
 Opportunities for QRCA to establish qual side of SMR
 Raise awareness - encourage more...
Questions?
Send out an SOS:
Kris Hodges
Jennifer Dale
Dorrie Paynter

MktResearcher@twcny.rr.com
JDale@InsideHeads.com
Dor...
Resources
Useful Online Resources
 ESOMAR - Guideline on Social Media Research
 Insightful questions for assessing social media li...
Useful Online Resources -- cont.
 “Guide to the Top 16 Social Media Research Questions”
http://www.mra-net.org/rq/documen...
Useful Online Resources -- cont.
 “Wiki of Social Media Monitoring Solutions”
http://wiki.kenburbary.com/
QRCA Smooth Sailing through the Social Media Marketing Research Waters by Kris Hodges, Jennifer Dale, Dorrie Paynter, 2013
QRCA Smooth Sailing through the Social Media Marketing Research Waters by Kris Hodges, Jennifer Dale, Dorrie Paynter, 2013
QRCA Smooth Sailing through the Social Media Marketing Research Waters by Kris Hodges, Jennifer Dale, Dorrie Paynter, 2013
QRCA Smooth Sailing through the Social Media Marketing Research Waters by Kris Hodges, Jennifer Dale, Dorrie Paynter, 2013
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QRCA Smooth Sailing through the Social Media Marketing Research Waters by Kris Hodges, Jennifer Dale, Dorrie Paynter, 2013

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Smooth Sailing through the Social Media Marketing Research Waters by Kris Hodges, Jennifer Dale and Dorrie Paynter. Learn how SMR is defined, how market research buyers are using SMR and how qualitative researchers can get into the social media listening space.

To hear the recorded QCast:
https://ewald.adobeconnect.com/_a838359337/p6zpp0m2uso/?launcher=false&fcsContent=true&pbMode=normal

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  • The tools exist today and will improve (and change) over time
  • Not there yet
  • Researchers just can’t resist
  • Jen will elaborate more
  • The other aspects are
  • I mentioned the guide, which was our first order of business.The crew collectively determined what, as qualitative researchers, we needed to know about social media marketing research.The purpose? To get a handle on what’s going on so we can take action, and prevent valuable qualitative research from somehow falling out of fashion… or knocked out of the budget, replaced by social media.We were going to get to the bottom of this!
  • QRCA Smooth Sailing through the Social Media Marketing Research Waters by Kris Hodges, Jennifer Dale, Dorrie Paynter, 2013

    1. 1. Kris Hodges Jen Dale Dorrie Paynter October 17, 2013 2013 QRCA Conference – San Diego, CA
    2. 2. 18 month journey through the SMR waters TechCom sub-group Captains of 3 “cruises” Case Study – Dorrie Real World – Jen 3D’s – Kris
    3. 3. 3D’s – Define, Demystify and Delineate SMR
    4. 4. Like Darwin, we travelled the world to bring back specimens
    5. 5. 1st – Thank You to all who have helped Patrice Wooldridge Caroline Volpe Greg Cobb Shannon Danzy Carla Essen Of course . . . Jen and Dorrie
    6. 6. . . . and to David VanNuys
    7. 7. Media Social Research M S R
    8. 8. Why should I care about Social Media Research?
    9. 9. “People are not necessarily talking about you or the things you need to know. But, if they are talking about you, you need to know it.” “If your customers are talking about you, then there is no longer an excuse for not listening.” Ray Poynter (The Handbook of Online and Social Media Research)
    10. 10. Two-thirds of MR suppliers provide some SM monitoring or analysis to clients. GRIT Report, Winter 2013 What it specifically entails could any of a number of services
    11. 11. Big Data has many definitions (Think NSA) Collection of data sets so large and complex that it becomes difficult to process
    12. 12. Our lives leave a wake of information behind us which is becoming quantified -- Datafied Mobile location Comments Transactions Phone records Event timeline Pictures
    13. 13. Holy Grail of Big Data . . . To link different data sets together to create new learning and insights (to improve marketing) Sentiments (feelings, attitudes, emotions) + Transactions (sales, surveys) + Profiles (demographics, psychological states) + Behaviors (web browsing, geotracking)
    14. 14. SM is an important component of Big Data
    15. 15. Social Media = Twitter, Facebook, Pinterest, YouTube, LinkedIn, blo gs, reviews, forums Interactions among people in virtual communities and networks where they create, share, and exchange information
    16. 16. SM = “Conversations” Organic, naturally occurring Unadulterated Uncensored “Pure” – no research bias Ripe for the picking
    17. 17. SM Conversations + Market Researchers ---> SMR Market Researchers SM conversations
    18. 18. At its most basic . . . SMR = Social Media Listening Listening to organic, natural conversations for research purposes NO interaction w/ those providing the conversations Remains “pure” and unadulterated Remains observational
    19. 19. However, some people consider SMR as more than listening . . .
    20. 20. . . . and include interaction/engagement with those who are “talking” Role of PR and customer relations Asking follow-up questions MROCs Online recruiting Online FGs, bulletin boards Pinterest as a research tool Co-creation
    21. 21. . . . and include interaction/engagement with those who are “talking” Role of PR and customer relations Asking follow-up questions MROCs Online recruiting Online FGs, bulletin boards Pinterest as a research tool Co-creation BUT, being done through SM channels, doesn’t make it SMR
    22. 22. Our focus is on the listening
    23. 23. How do you listen in on these conversations? DIY Scraping/aggregating Social Media Listening Platforms Aggregators that capture (scrape) and synthesize conversations Free Platforms Paid Platforms
    24. 24. LOTS AND LOTS OF TALK Source: Social Radar
    25. 25. The age old Qual-Quant battle is at it again Quant has claimed a stake – Big Qual
    26. 26. Quantitatively reduced to Sentiment Word clouds Likes/dislikes Basis for the listening platforms
    27. 27. That needs to be analyzed Perfect for QRCs . . . We connect the dots!
    28. 28. QRCs add value to the conversations “ . . . when making decisions about social relationships, it’s foolish to swap the amazing machine in your skull for the crude machine on your desk.” Computer-driven data analysis excels at measuring quantity of social interactions but not quality “People are better at mirroring emotional states and assigning value to things through emotion. Data analysis is pretty bad at narrative and emergent thinking . . .” David Brooks – New York Times columnist
    29. 29. Demand for QRC skills on the upswing? “ The main problem . . . is that the [quant] tools may be very good at collecting data, but they tend to be very poor at analyzing it. There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of data.” Ray Poynter
    30. 30. Even the New York Times is on our side Article on Big Data . . . “The best (people) tend to be really curious, thinkers who ask good questions and are OK dealing with unstructured situations and trying to find structure in them.” They’re talking about Us! NOPE! ... it is a Data Scientist “Data Science: The Numbers of Our Lives”, New York Times, April 11, 2013
    31. 31. Data scientists are the magicians of the Big Data era They crunch the data use mathematical models to analyze it create narratives or visualizations to explain it then suggest how to use the information to make decisions.
    32. 32. SMR is rarely called Social Market Research Many functions claiming SMR capabilities
    33. 33. Additional Warning . . . “Using great volumes of information . . . requires profound changes in how we approach data.” “. . . In many instances, we will need to give up our quest to discover the causes of things, in return for accepting correlations.” “Big data helps answer what, not why, and often that’s good enough.” Kenneth Cukier and Viktor Mayer-Schoenberger, “The Rise of Big Data: How It’s Changing the Way We Think About the World
    34. 34. Big Hype with SM and Big Data Fast moving/fast changing – in its infancy Trying to corral it Many providers that may not have longevity Promises may be better than actuality Seeing chinks in the armor Constant monitoring yields little new content/is repetitive
    35. 35. In Summary . . . SMR is not scary – analyzing conversations is exactly what QRCs do! You may already be doing SMR (according to some) But, SMR = SML(istening) Qual and Quant turf battles, but a bigger battle with Big Data which is encroaching on traditional MR territory
    36. 36. The Real World of SMR In Search of…
    37. 37. Project Crew Kathy Doyle Susan Saurage-Altenloh Andrea Werboff Foster Winter Jen Dale Kris Hodges Dorrie Paynter
    38. 38. Discussion Guide           Define SMR SMR decision makers Purpose of SMR SMR advantages Tools used Approaches taken Deliverables received Pitfalls to avoid Future of SMR Opportunities for QRCs
    39. 39. Research Objective To identify how, if at all, research buyers are utilizing social media for marketing research and how, if at all, SMR provides value to their business.
    40. 40. On the hook… Qual Research Buyers
    41. 41. Recruiting
    42. 42. Interviewers Susan Fader Ilka Kuhagen Susan Saurage-Altenloh Andrea Werboff Kathy Doyle Katrina Noelle Corette Haf Jen Dale Jeff Walkowski Pam Goldfarb Liss
    43. 43. Industries Interviewed Financial Services Production Healthcare Food Publishing Oil & Gas Retail Services Media & Entertainment Hotel & Restaurant Transportation Insurance Education Communications Automobile Airline 0 1 2 3 4 5 6 7 8 9 10
    44. 44. Study Participants Wannabe Users 8 N=50 Past Users 3 Current Users 39
    45. 45. Social Media Marketing Research Doing it!
    46. 46. “[SMR] means consumer perceptions, consumer preference… so I can plan an acquisition strategy.” Defining SMR “[SMR] is doing research on what others are doing as well as on best practices… and to ask that captive audience certain questions.” “Trends.” “[SMR is] going online through our website and ask questions… and social media tracking of conversations… and online communities.” “[SMR] is web listening, and creating online communities… and engaging with them.” “[With SMR] there is nothing that is not possible.” “[SMR] is any type of conversation online.” “SMR is a tool, not a solution.”
    47. 47. “[SMR] means consumer perceptions, consumer “Customer satisfaction” preference… so I can plan an acquisition strategy.” “Marketing Tool.” “Metrics on the brand and “Watch, listen and learn through our competitors.” “go online website and about customers online.” ask “[SMR] is doing “Influencingwhat research on buyers” questions… and social “Getting “Published of others are doing as well as on best media trackingopinions.” information practices… and to ask that captive conversations… and online.” audience certain questions.” monitoring” online communities.” “Listening and Defining SMR “Listening and “[SMR] is web analytics.” is any “[SMR] listening, and type of creating online conversation “Voice of the customer.” “Digital media research” communities… online.” and engaging “Behaviors” with them.” “SMR is a “Tracking, analysis tool, not a and not possible.” solution.” “[With SMR] there is nothing that isobservation.” “Measure of awareness.”
    48. 48. Defining SMR
    49. 49. Defining SMR  Listening  Seeking  Engaging
    50. 50. Defining SMR Seeking Watching & Listening Engaging
    51. 51. SMR Decision Makers Marketing Sales Product Development Public Relations Technology Research Communications Advertising Customer Service
    52. 52. SMR Decision Makers Willing Able Self Selected
    53. 53. SMR Decision Makers “No one knows enough about SM – it’s a big black box to marketers. Everyone needs to be on it today.” “We have 3 fulltime employees just for SMR.” “[SMR] was started by a colleague in marketing using Facebook and Twitter for client relationship… after 4 years we are finally using SM for research.”
    54. 54. Why Conduct SMR? Identify & Research: Trends Pain points & hot issues New ideas
    55. 55. Why Conduct SMR? “SMR levels the playing field in our favor since we have fewer resources [than bigger companies]’ “[SMR] adds to basic information, can see trends.” “[SMR] is only appropriate for quick answers to low impact questions.” “[SMR] is a window on the world.” “Social media research is a first step where I need a survey of the world vs. in-depth… I can ge the lay of the land.” “[We] know that the sample frame is weak, but doing social media research will enable the MR department to do more with less money.”
    56. 56. Desired Results from SMR
    57. 57. Desired Results from SMR [We hope to find] insights to supplement other MR, trends, spikes in sentiment or buzz to dig into for insights.” “To build digital income.” “[We] search for verbatims to support findings of our other studies.” “So customers know they are heard.”
    58. 58. SMR Advantages • • • • • • • See the big picture Organic & “real” Familiar to younger generation Broad, global audience Immediate Cost effective Also a recruiting tool
    59. 59. SMR Advantages We are phasing out [online communities in exchange for more SMR]… online communities are artificial and not global.” “Some targets are easier to get on SM.” “Much richer than a quant study.” “[SM data] is faster, cheaper, more immediate.”
    60. 60. SMR Tools Used • Internal Platforms • External Tools Paid & Unpaid
    61. 61. “We purchased software for media listening that nobody knows how to use.” SMR Tools Used “We recently used Pinterest in a homework assignment with participants.” “We have some sort of quant tool that interacts with social media” “Initially we had an internal tool… now we use a paid data aggregator that’s more flexible.” “We are still struggling with what it is and how to use and how to engage in the b2b market… we are in the process of developing a process.”
    62. 62. SMR Approaches
    63. 63. SMR Tools Used Research Companies Public Relations Firms Advertising Agencies Design Firms Web Hosting Providers Web Design Companies IT Consultants
    64. 64. Actual Deliverables Seeking Watching & Listening Engaging
    65. 65. Actual Deliverables Seeking Watching & Listening Engaging
    66. 66. SMR Pitfalls • • • • Exclusive Biased assumptions No qual analysis Skeptical of results
    67. 67. SMR Pitfalls “We take it with a grain of salt, it’s only as good as our sample.” “I’m worried about age and cultural bias.” “not really doing true research.” “[SMR] tools are not sophisticated enough to get true insights... Need to explain why things happen.” “Using SM to sell isn’t worth a darn, invasive, people don’t like it.” “B2B opportunities not at all clear.” “Don’t have a strong enough grasp.”
    68. 68. Research Objective To identify how, if at all, research buyers are utilizing social media for marketing research and how, if at all, SMR provides value to their business.
    69. 69. Research Objective To identify how, if at all, research buyers are utilizing social media for marketing research and how, if at all, SMR provides value to their business.
    70. 70. Future of SMR • • • • Growth unknown, but assumed Increased consumer input Increased mobile measurements Complement to MR  Less traditional research  Less online research
    71. 71. Future of SMR “In the future there will be more mobile apps for market research.” “[SMR] is just the beginning.” “[SMR] has sway… it is taken seriously.” “There’s value in exploration and opportunity to use the findings up front, earlier in the marketing process.”
    72. 72. Opportunities for QRCs • Buyers want:  Guidance  Justification • They are not seeking out QRCs • Qual analysis is the missing piece • Get in there!
    73. 73. It’s time to… Dive in!
    74. 74. Kris Hodges Jen Dale Dorrie Paynter October 17, 2013 2013 QRCA Conference – San Diego, CA
    75. 75. Cruise Three – Our Goals: 1) How to conduct SML research 2) Where do QRCs fit in Gathered a crew Some expert sailors Others just getting their sea legs
    76. 76. Thank you!! Renee Murphy Carole Schmidt Kathy Doyle Patrice Wooldridge Caryn Goldsmith Kay Correy Aubrey Andrea Werboff Caroline Volpe Rosalia Barnes Kris Hodges Jennifer Dale
    77. 77. Special thanks to: Brett Terp of Infegy.com  Josef Radomski of e54
    78. 78. Travel the seven seas: 1. Get your bearings 2. Identify the treasure 3. Chart your course 4. Choose your fleet 5. Go fishing 6. Clean your catch (e.g., analysis) 7. Serve it up
    79. 79. Travel the seven seas: 1. Get your bearings
    80. 80. What can I research?  Topic - are people talking about it online?
    81. 81. Topics tend to be broader vs more in-depth  Reaction to new advertising campaign, vs drilling in to specific aspects of the commercial  Self-limiting, no probing, showing stimuli, Twitter has 140 character limit Need to define narrowly enough to find themes “Pizza” vs  “Domino’s Pizza” vs  “Domino’s Gluten-Free Pizza” 
    82. 82. Professional commentators/influencers make water murky  Big Gulp controversy in NYC  Too much noise – couldn’t find consumer voice
    83. 83. Consumer topics tend to be easier than b-tob, but b-to-b not impossible  Have to “listen” in the right forums, blogs, etc. Time-sensitive topics are fine  Reaction to product launch in past  How far back depends on platform
    84. 84. We agreed upon . . . Gluten–free pizza . . . specifically.
    85. 85. Pizza vs Gluten-Free Pizza talk Source: Social Radar
    86. 86. Travel the seven seas: 1. Get your bearings 2. Identify the treasure
    87. 87. i.e., Define your objectives! New idea? Nope!
    88. 88. Not all objectives that work in other forms of qual work in SMR   Can’t get feedback on new idea if it hasn’t launched But CAN learn from competition
    89. 89. Can be stand alone project, or part of a project  Smarter proposals & new client presentations  Refine screening criteria  Tighten guide  Part of a hybrid approach
    90. 90. Case studies . . . Look for target segments  Who else can we target with this beauty product?  Result: • Found several segments using product for different reason than current packaging described; became new target audience for the product. Thank you Renee Murphy!
    91. 91. New business work  Client entering new category; learned by looking at current category.  Result: Made recommendations on features and current product problems that they could address when designing their entry. A relatively quick and inexpensive way to get LOTS of input. Thank you Kathy Doyle!
    92. 92. Due diligence  For-profit institute considering purchase of another company.  Result: Uncovered a significant issue; purchase did not go through. Thank you Kathy Doyle!
    93. 93. Inform and inspire marketing efforts  Client redirecting marketing efforts in the health industry - wanted robust understanding of certain keyword.  Result: Used SM to define the keyword through consumer images, consumer videos, terms and language. Used as inspiration to ad agency. Thank you Renee Murphy!
    94. 94. More objectives that work . . .    Benefit articulation SWOT analysis Product launch evaluation . . . What others can you think of?
    95. 95. Our gluten-free pizza objectives 1) What would make the ideal gluten-free pizza? 2) What can we learn from Dominos’ experience to help our launch be a success? 3) What are consumer concerns/hesitations about gluten-free pizza?
    96. 96. Travel the seven seas: 1. Get your bearings 2. Identify the treasure 3. Chart your course
    97. 97. Write a guide
    98. 98. Travel the seven seas: 1. Get your bearings 2. Identify the treasure 3. Chart your course 4. Choose your fleet
    99. 99. Pick your tools  Aggregators vs going directly to the source  Paid vs free  Looking for text? Images?
    100. 100. We looked at a lot, but there are a lot more out there! Free  BoardReader  Google Forum and Blog Search  Social Mention  Addict-o-matic  Hoot Suite  Pinerly  Instagram  Pinfluencer  Curalate  Brandify  Topsy Paid     Social Radar NetBase Radian6 Sysmos
    101. 101. Aggregators: To pay or not to pay? DIY Scraping Cost Breadth of resources scraped # of quant tools offered Professional support $ outlay low; time outlay high Free Often $40-$50K/yr Totally up to you Better Best Some More than you need Minimal Up to you Part of what you Unlikely pay for Part of what you Questionable pay for Still need to drill Get what you pay down, but gives you for good start Most Less On your own Coding algorithms On your own Quality of analytics Work involved Free Paid Aggregators Aggregators Less (but still a lot)
    102. 102. How to evaluate tools? Must read: ESOMAR’s “24 Questions to help buyers of social media research”  Company profile  Data sources  Data management  Data quality and validation  Policies and compliance
    103. 103. Take it for a spin . . .  Might want to give some of these free options a try:  Google Blog Reader  Zakta Research  Social Mention  Addict-o-matic  Board Reader  Plus go directly to YouTube, Instagram, Pinterest, Twitter, Facebook, etc.
    104. 104. Travel the seven seas: 1. Get your bearings 2. Identify the treasure 3. Chart your course 4. Choose your fleet 5. Go fishing
    105. 105. Jump in, the water is fine!  Fine tuning your searches is key  What terms would your target use?  Like probing in a focus group  Follow that path or try another?
    106. 106. Be a sleuth!
    107. 107. Developing topic construct  Need to understand how to use search terms  “Pizza” might be too broad = 13.8 MILLION mentions in past 3 months  Joe’s Pizza Parlor likely too narrow
    108. 108. Getting to the right pool . . .  Experiment  Gluten free versus Gluten-free  GF and Pizza marginally better, BUT GF = girl friend  Pizza and “gluten free”  Ended up with “pizza” AND (“gluten free” OR “gluten- free” OR “GF pizza”) => 35K mentions
    109. 109. Think creatively  How else do people refer to your topic?  McDonald’s - “Mickey Dee’s”  Pizza Hut – “the hut”
    110. 110. Fine tune . . .
    111. 111. What can you discover?  Aggregator platforms have lots of metrics     Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M  Demographics Source: NetBase and Social Radar
    112. 112. Why a change in chatter? Pizza Hut announced it would be introducing glutenfree pizza to its restaurants:  “We LOVE THIS! :D... 'Pizza Hut woos coeliacs with gluten-free bases’  “RT @GlutenFreek: It's a pizza! A gluten free pizza! A gluten free pizza from Pizza Hut! Beyond excited...” Source: Netbase via e54
    113. 113. Good news / bad news Source: Netbase via e54
    114. 114. Gluten-free pizza LIKES  The “taste”  “Domino's new gluten free pizza tastes great and didn't make me sick. Rejoice!”  “I found a gluten free pizza that tastes good...great even! I'm happier than a pig in slop. That's how that saying goes...right?”  Its appearance (the “look”)  “Wow that GF pizza looks amazing! Where is it from?”  “That gluten free pizza looks yummy! Nothing beats finding a good gluten free crust!!”  It is “easy” to make  “Easy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriend!”  “It was delicious! It is extremely cost effective, easy, and the best gluten free pizza I've had! I love that it's grain free too.” Source: Netbase via e54
    115. 115. Gluten-free pizza DISLIKES  When it’s “not gluten free”  “Maybe my gluten free pizza wasn't so gluten free. I'm in so much pain!!!!”  “Craving pizza but I know I will regret eating a pizza that isn't gluten free.”  The “taste”  “I don't get it. Fruity Pebbles are gluten free & taste awesome. The Trader Joe's gluten free pizza tasted like ****.”  “I didn't want a pizza that tasted good for a gluten free pizza, I wanted a pizza that tasted like pizza.”  Its “expensive” price  “Buying special food for somebody with the restricted diet is extremely expensive, Joey's gluten free dairy free pizzas usually run around 8 bucks a piece ... I had to learn to make a lot of his favorite food from scratch lol.”  “The Domino's gluten-free pizza is so small and expensive. It's quite nice, but not worth the price.” Source: Netbase via e54
    116. 116. Deep dive from here  When it’s “not gluten free” Can we tap into “regret”? (60 conversations)  “Maybe my gluten free pizza wasn't so gluten free. I'm in so much pain!!!!”  “Craving pizza but I know I will regret eating a pizza that isn't gluten free.”  The “taste”  “I don't get it. Fruity Pebbles are gluten free & taste awesome. The Trader Joe's gluten free pizza tasted like ****.”  “I didn't want a pizza that tasted good for a gluten free pizza, I wanted a pizza that tasted like pizza.” about What are others saying Trader Joe’s gluten-free pizza?  Its “expensive” price (187 conversations)  “Buying special food for somebody with the restricted diet is extremely expensive, Joey's gluten free dairy free pizzas usually run around 8 bucks a piece ... I had to learn to make a lot of his favorite food from scratch lol.”  “The Domino's gluten-free pizza is so small and expensive. It's quite nice, but not worth the price.” Source: Netbase via e54
    117. 117. Keep looking for treasures. . .
    118. 118. Emotions around GFP Source: Netbase via e54
    119. 119. Who is talking? Source: Netbase via e54
    120. 120. Travel the seven seas: 1. Get your bearings 2. Identify the treasure 3. Chart your course 4. Choose your fleet 5. Go fishing 6. Clean your catch (e.g., analysis)
    121. 121. Now what?
    122. 122. Analysis!  Similar to reading bulletin board focus group     transcript . . . but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save key quotes – Excel? Aggregator products include statistics . . . Good starting point but those with experience don’t take them at face value.
    123. 123. Travel the seven seas: 1. Get your bearings 2. Identify the treasure 3. Chart your course 4. Choose your fleet 5. Go fishing 6. Clean your catch (e.g., analysis) 7. Serve it up
    124. 124. Ta dah!
    125. 125. What do reports look like? Samples from Doyle Research reports
    126. 126. Samples from Social Radar report
    127. 127. Dip your toe in . . .  It’s not that scary – skills we already have  Start small and gain confidence  Create more insightful proposals  Prepare for new client meeting or a project May not be for everyone
    128. 128. Ready to dive in? Sell to client  Small freebie  Add on to “traditional” qual  Stand-alone project  Proposal  Describe process so they understand value you bring  Sell analytical skills and time you’ll put into it  May be be able to sell your research/analytical skills to use client’s subscription to more expensive platforms
    129. 129. Heading back to shore . . . What does all this mean for QRCs?
    130. 130. Opportunities in listening space  Timing is good  Hot topic – SM is on every marketer’s radar  Your competition is not all that experienced either  Evidence that clients need help understanding the “whys”  The tools are different but the skills are the same  Wide range of ways to use SMR  Self-education -> paid project
    131. 131. Opportunities in listening space  Opportunities for QRCA to establish qual side of SMR  Raise awareness - encourage more conversations on Member Forum and LinkedIn  Use PR: Articles in Quirks, Views, etc.  Add to Find A Researcher tool on QRCA.org  Create a SMR SIG?
    132. 132. Questions? Send out an SOS: Kris Hodges Jennifer Dale Dorrie Paynter MktResearcher@twcny.rr.com JDale@InsideHeads.com Dorrie@LeapfrogResearch.com
    133. 133. Resources
    134. 134. Useful Online Resources  ESOMAR - Guideline on Social Media Research  Insightful questions for assessing social media listening tools http://www.esomar.org/knowledge-and-standards/researchresources/24-questions-to-help-buyers.php  ESOMAR - Guideline on Social Media Research  Legal and ethical guidelines for SMR http://www.esomar.org/knowledge-and-standards/codes-andguidelines.php  “The Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truth”, Annie Pettit  http://www.marketingpower.com/Calendar/Documents/2012%20Davi d%20K.%20Hardin%20Memorial%20Award.pdf  “Chatter Matters -- Social Media Research is Reaching its Tipping Point”, Ray Poynter  http://nobullshitmarketing.blogspot.com/2011/10/chatter-matters- social-media-research.html
    135. 135. Useful Online Resources -- cont.  “Guide to the Top 16 Social Media Research Questions” http://www.mra-net.org/rq/documents/MRA_IMRO_SMR16.pdf  “What Data Can’t Do”, David Brooks NYT article http://www.nytimes.com/2013/02/19/opinion/brooks-what-data-cantdo.html  Data Science: The Numbers of Our Lives” http://www.nytimes.com/2013/04/14/education/edlife/universities-offercourses-in-a-hot-new-field-data-science.html  “The Rise of Big Data: How It’s Changed the Way We Think About the World”, Kenneth Cukier and Viktor MayerSchoenberger http://www.foreignaffairs.com/articles/139104/kenneth-neilcukier-and-viktor-mayer-schoenberger/the-rise-of-big-data
    136. 136. Useful Online Resources -- cont.  “Wiki of Social Media Monitoring Solutions” http://wiki.kenburbary.com/

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