I vox presentation esomar conference innovate barcelona 2010
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I vox presentation esomar conference innovate barcelona 2010

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I vox presentation esomar conference innovate barcelona 2010 I vox presentation esomar conference innovate barcelona 2010 Presentation Transcript

  • Esomar Conference Barcelona, 16-18 november 2010, Innovation Detonation: The “mechanics” of innovating and showcase successful case studies and business practices from both researchers and companies How to use interactive, informational innovative research models to optimise segmentation modelling. Case-study: the web 2.0 Vesuvius research project: a Vulcano of innovation Prepared by Steven Deketelaere, Managing Partner iVOX & iVOXTOOLS, member of Esomar Hans Verhoeven, Senior Researcher & Project Director, iVOX & iVOXTOOLS, member of Esomar Sandra Jansen, Text mining specialist, Indigov & iVOX Anne Borgers, IP plurimedia, client iVOX, ex-Marketing Research Manager & Senior Researcher & Project Manager Vesuvius Herman Konings, Trend watcher, CEO Pocket Marketing, client iVOX www.vesuvius2009.be www.ivox.be www.ivoxtools.com www.nxt.be www.ipb.be www.indigov.be
  • Subject matter The final aim of the project VESUVIUS How a mediaplanning agency can adopt new research methodologies to optimise mediaplanning and marketing segmentation strategies. How to use integrated, interactive & innovative research models in this respect: online brainstorming, online interactive test, text mining analysis online focus groups in combination with a ‘classical’ online opinion poll Page  2
  • Subject matter The final aim of the project VESUVIUS  whereas the media agency used to rely only on pure media reach stats & figures and on sociodemographic segmentational criteria, they now can rely on more fine-tuned and stretched segments for their media planning campaigns . These segmentational data could not be provided through classical research methods.  since the client, the media agency itself in general and it’s media channels in particular were actively incorporated into the research process, we were able to reach both a practical resolution for a big research set-up to improve results as well as to meet the specific needs of the client (since they focus on specific magazines branches for men (travel, cars, cooking, lifestyle, …) that could, once again, not be reached through classical research methods. Page  3
  • Subject matter project VESUVIUS It is based on a concrete long-tale research project for 2 clients (IP Plurimedia, a mediaplanning agency and Trendwatcher Herman Konings who is specialist in ‘man marketing’) that was conducted between October 2009 to June 2010. The aim was to get thorough insights into “being a men” as to fine-tune “man marketing” approaches for the future. Around 9272 Belgian men took part in (parts of) this study. Page  4
  • Subject matter Based on this project we  Got a clear view on how the media planning agency was able to improve their offerings to their clients (i.c. to optimize their consultancy through media planning towards different kinds of advertisers that aim to target ‘men’) based on this new research approach since they were able to understand (the shifts of) behaviour and motivations of men in a different way.  were able to understand the possibilities one has with these new research models – for innovative segmentational modelling – to reach a large-scale pool of respondents, or better active participants, for studies  were able to determine in what circumstances and to what extent these new research models can be feasible & methodologically correct. Page  5
  • the concrete case-study: some details The concrete research steps of this project – Step 0: offline media campaigns in the magazines that are part of the portfolio of IP Plurimedia to recruit participants to the big study. – Step 1 : • Online brainstorming through crowd sourcing & collective intelligence: participants can take part in a true interactive mega-brainstorming based on user-generated content. The end result of this research phase is a short list of top research topics to be analyzed in the next step. • Respondents were asked their opinions about several different topics through open explorative questions in order to generate open idea’s from a bottom-up perspective • Respondents could rate each other’s opinions – Step 2 : Text • mining analysis part 1: Information Extraction (IE): next to simple word clouding (alternative frequency tabulation), an associative analysis method is used based on positive or negative adjective analysis – Step 3 : a quantitatively and 2 validating classical survey, based on the outcome of the content analysis from part 1 Page  6
  • The concrete research steps of this project – Step4: Online interactive test and survey module with instant segmentational feedback : (still available on www.vesuvius2009.be) • participants in this phase of the project could take part in an interactive test that allows them to compare and benchmark all their answers with the results of the opinion poll of phase 3. They could also post their individual profile analysis on Facebook so that others might respond and take part in the test themselves. • Next to that, respondents received a profile analysis based on a predefined and validated researcher and trend watcher driven algorithm. – Step 5 : follow-up – Step 6 : research through an online focus groups analysis through classical qualitative diagnostic analytical method combined with text mining part 2 • a so-called Information Retrieval techniques (IR) & Natural Language Processing (NLP) through expert coding categories n according to classification rules in combination with automatic machine learning classification (aml) • expert analysis : by a famous Belgian trend-watcher, a marketing manager Page  7
  • Step 0: example of one of the many advertisements in offline magazines that are within the portfolio of IP Plurimedia: Magazines that participated: call-to-action campaign to take part in the research program. Wanted: man or women with an idea Your opinion counts Page  8
  • Limited number of screenshots of different parts of the study Step 1: Online brainstorming through crowd sourcing and & collective intelligence: different topics were presented to the participants for which they could give inputs Page  9
  • Limited number of screenshots of different parts of the study Step 1: Online brainstorming through crowd sourcing and & collective intelligence: whenever one had chosen a category, he could give the concrete idea and input Page  10
  • Limited number of screenshots of different parts of the study Step 1: Online brainstorming through crowd sourcing and & collective intelligence: Respondents could rate each other’s opinions that were posted. As a result, participants could take a look at the top 30 ideas per category. Page  11
  • Limited number of screenshots of different parts of the study Step 2 : Text mining analysis part 1: Information Extraction (IE) Preliminary mock-up of English translation Page  12
  • Limited number of screenshots of different parts of the study Step 3: a quantitatively validating classical survey Preliminary mock-up of English translation Page  13
  • Limited number of screenshots of different parts of the study Step 4: Online interactive test and survey module with instant segmentational feedback Page  14
  • Limited number of screenshots of different parts of the study Step 4: Online interactive test Instant benchmarks/ feedback: one can compare his answers with the answers of others Preliminary mock-up of English translation Participants were able to benchmark their answers instantly with the results of an opinion poll that was Page launched upfront  15
  • Limited number of screenshots of different parts of the study Step 4: Online interactive test Instant benchmarks/ feedback: one can compare his answers with the answers of others Preliminary mock-up of English translation Participants were able to benchmark their answers instantly with the results of an opinion poll that was launched upfront Page  16
  • Limited number of screenshots of different parts of the study Step 4: Online interactive test Instant benchmarks/ feedback: one can compare his answers with the answers of others Preliminary mock-up of English translation Age groups Page  17
  • Limited number of screenshots of different parts of the study Step 4: Online interactive test Instant benchmarks/ feedback: one can compare his answers with the answers of others Preliminary mock-up of English translation Page  18
  • Limited number of screenshots of different parts of the study Step 4: Online interactive test Based on one’s answers, the participant receives a profile outcome based on 4 m arketing profiles that were deducted (by both the clients and the researchers) from the previous research phases. By using specific algortihms the profiles results could be measured. These results could be published and shared with friends on Facebook to create a viral marketing effect on top. Preliminary mock-up of English translation Integration with Facebook Page  19
  • Limited number of screenshots of different parts of the study Step 5: Online focus group phase: men and their beers public chat area whiteboard Preliminary mock-up of English translation private messages area users overview Page  20 20
  • Limited number of screenshots of different parts of the study Step 6: analysis through classical qualitative diagnostic analytical method combined with text mining part 2 Preliminary mock-up of English translation of the real outcomes Page  21
  • Presenters Anne Borgers, Senior Researcher & Project Manager Vesuvius: Anne will present: •the goals of the study for the mediaplanner IP •how the entire research set-up was modelled and why it was modelled this way specifically •explanation approach differents steps Sandra Jansen, Text mining specialist, Indigov & iVOX Sandra will present: approach of the analysis of step 2 and 5 Herman Konings, Trend watcher, CEO Pocket Marketing, Client iVOX, Herman Konings holds PhD in theoretical (and consumer) psychology and founder of Belgian trend and future research agency Pocket Marketing/nXt. Herman will present: •his overall experiences as a client in this respect, and more specifically: what he has learnt about men based on this porject, stuff that he would hardly be able to reach if done through classical methods. Page  22