An introduction to…
First	  off,	  	     Hi!	  
We’re	  a	  Full-­‐Service	  	  Research	  and	  Strategic	  Consultancy.	                            Jacquelyn	     Carol...
We	  understand	  	  social	  communicaBon	  for	  social	  change.	  
 We	  all	  know	  the	  world	  of	  communicaBons	  has	                               changed.	  	                     ...
We	  find	  soluBons	  for	  a	  world	  driven	  by	  	                    SOCIAL	  COMMUNICATION.	                       ...
Vireo	  Research	  wants	  you	  to	  gain	  a	  deeper	   understanding	  of	  HOW	  your	  customers	  converse	        ...
 The	  rea                                      lity…	                                   	    	  Brands	  convers are	  jo...
The	  goal…	                                     	             fy	  the	  most	  powe       rful	  approach	  to	  	  Iden...
The	  mission…	                                 	         power	  brands	  to	   confidently	  make	   	  Em               ...
How	  you	  can	  get	  there.	  
Informa0on	  is	  currency	  in	  a	  social	  world.	                                   	               	  With	  researc...
We	  offer	  a	  full	  range	  of	  	                     Custom	  Research	  Services.	                                  ...
Everything	  we                    	  do	  considers	                                                       emerging	  ide...
And	  maYers	  to	  a	  wide	  range	  of	  decision	  makers.	                             And	  can	  inform	  each	  of...
People	  we’ve	  worked	  with.	  
CASE	  STUDIES	  
The	  Challenge:	  ConBki	  Canada	  needed	  to	  beYer	  understand	  the	  travel	  habits	  and	  brand	  interacBons	...
The	  Travel	  Personas:	  •  The	  Cheap	  Trip	  (infrequent	  travelers):	  Partying	  and	  low	  cost	          trips...
The	  Challenge:	  Due	  to	  the	  changing	  media	  and	  technology	  landscape,	  TVO	  needed	  to	  beYer	  underst...
The	  Outcome:	  	           TVO	  now	  has	  a	  digital	  and	  social	  strategy	  that	  is	  based	  on	  the	  way	...
It’s	  been	  our	  pleasure	  to	  make	  this	  introducBon.	  	  	  Let’s	  discuss	  your	  social	  path.	           ...
Vireo Research - An Introduction
Vireo Research - An Introduction
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Vireo Research - An Introduction

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At Vireo Research our philosophy is simple: Be curious!

With this as our motivator, we bring an unparalleled level of enthusiasm for social trends and all things that people unearth, embrace or reject. We want to know the WHY, WHERE, WHAT and HOW.

Our goal is to elicit clarity on attitudes, behaviors and values in a hyper-media, super-social consumer-driven world.

This means data is the currency within the marketing and communication universe. We will work with you and the people that matter most to you - consumers - to unearth the insights you need to grow your brand.

To learn more, contact us at: becurious@vireoresearch.com

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Vireo Research - An Introduction

  1. 1. An introduction to…
  2. 2. First  off,     Hi!  
  3. 3. We’re  a  Full-­‐Service    Research  and  Strategic  Consultancy.   Jacquelyn   Caroline   Salnek   Wilson  
  4. 4. We  understand    social  communicaBon  for  social  change.  
  5. 5.  We  all  know  the  world  of  communicaBons  has   changed.       The  conversaBons  we  have  are  NOT  different.    It’s  HOW  we  share  and  WHO  we  talk  to  that  is.   It’s  a  social  world.  
  6. 6. We  find  soluBons  for  a  world  driven  by     SOCIAL  COMMUNICATION.     What  is  Social  Communica0on?    It’s  the  way  we  interact,  engage  and  share  ‘stuff’.    It’s  the  way  we  converse  with  people,  brands  and   organizaBons  based  on  our  personal  interests   and  goals.    
  7. 7. Vireo  Research  wants  you  to  gain  a  deeper   understanding  of  HOW  your  customers  converse   with  you  and  others.     WHAT  do  they  want  to  hear  and    WHERE  does  your  brand  fit  into  the  conversaBon?       Knowing  this  is  true  brand  empowerment.      
  8. 8.  The  rea lity…      Brands  convers are  joining  and aBons  th  leading at  maYe   custome r  to  thei rs.   r  What’s  y   our  soci al  dialog ue?      
  9. 9. The  goal…     fy  the  most  powe rful  approach  to    IdenB ip  with  the  people   bu ilding  a  relaBonsh   that   maYer  to  you.    do  you  want   Wh a t  kind  of  rela6onship s? with   your  customer  
  10. 10. The  mission…     power  brands  to   confidently  make    Em    this  social  world.decisio ns  while  navigaBng   our  social  path?   What’s  y
  11. 11. How  you  can  get  there.  
  12. 12. Informa0on  is  currency  in  a  social  world.      With  research  as  our  tool,     we  craZ    Social  Communica0on  Insights  and  Strategies     that  will     empower  your  team  to  act.  
  13. 13. We  offer  a  full  range  of     Custom  Research  Services.     Each  study  is  designed  at  the  crossroads  of  art  and   social  science  to  answer  your  burning  quesBons.   Qualita0ve     Quan0ta0ve     Research   Research  •  Focus  Groups   •  Online  Surveys  •  Ethnography   •  Telephone  Surveys  •  Online  BulleBn  Boards   •  Database  Development  •  In-­‐depth  Interviews   •  Advanced  AnalyBcs    •  InnovaBon  Workshops   •  Custom  Panels  •  Online  CommuniBes  
  14. 14. Everything  we  do  considers   emerging  idea pop  culture. s  &       We  look  for  yo ur  story.     The  one  that  m aYers  to  your   customers.    
  15. 15. And  maYers  to  a  wide  range  of  decision  makers.   And  can  inform  each  of  their  unique    informaBon  needs.  Source:  David  Armano,  Edelman  2012    
  16. 16. People  we’ve  worked  with.  
  17. 17. CASE  STUDIES  
  18. 18. The  Challenge:  ConBki  Canada  needed  to  beYer  understand  the  travel  habits  and  brand  interacBons  of  young  people.  Ensuring  the  brand  was  addressing  the  evolving  needs,  in  parBcular  the  social  media  needs,  of  GenY  travellers  was  a  strategic  imperaBve.      The  Solu0on:  A  two-­‐Bered  research  program.    Quan0ta0ve  Phase:  A  survey  to  unearth  the  adtudes  and  impressions,  and  travel  personas  among  young  people,    their  travel  habits  and  media  habits,  and  overall  brand    impressions.      Qualita0ve  Phase:  TradiBonal  focus  groups  delved  deeper    into  the  way  in  which  people  travel,  why  they  travel  and    what  they  wish  to  ‘get  out’  of  a  travel  experience,  as  well  as  their    interacBon  and  percepBon  of  the  ConBki  brand.      The  Insights:      Travel  is  a  life  long  venture.  It  facilitates  youthfulness  and    worldliness,  perspecBve  and  respect.    It’s  not  where,  or  for  how  long  you  travel.  The  goal  is  to    collect  experiences  with  friends.      The  brand  was  globally  fragmented:  Young  people  wondered    what  ConBki  actually  stood  for,  in  part  because  of  a    fragmented  social  presence.    
  19. 19. The  Travel  Personas:  •  The  Cheap  Trip  (infrequent  travelers):  Partying  and  low  cost   trips  reign;  they  want  VALUE  for  money  and  all-­‐inclusive   packages  are  most  sensible  for  them.  •  The  Arrivistes  (semi-­‐frequent  travelers):  DesBnaBon  and   accomplishment  reign;  it’s  about  WHERE  that  maYers  most,   with  locaBon  being  the  driving  factor.  •  The  Vagabond  (frequent  traveler).  InvenBon  and   authenBcity  reign;  it’s  about  HOW  the  trip  comes  to  life.   Finding  the  less  traveled  road  is  most  fulfilling.      The  Outcome:    ConBki  now  posiBons  the  brand  as  one  that  creates  eye-­‐opening  experiences  for  young  travelers  around  the  globe:  “Traveling  with  us  isn’t  about  Bcking  boxes,  but  about  those  moments  in  Bme  that  stay  with  you  for  life.”    Facebook,  TwiYer,  and  mobile  apps  were  developed  as  part  of  their  revitalized  social  and  digital  strategies.  All  under  the  premise  that  interacBvity,  advice  and  recommendaBons  fuel  this  generaBon.  
  20. 20. The  Challenge:  Due  to  the  changing  media  and  technology  landscape,  TVO  needed  to  beYer  understand  the  lifestyle,  online  habits,  and  needs  specific  to  educaBonal  content  needs  among  GenX  parents  with  kids  between  3  and  9  years-­‐old.      The  Solu0on:  A  short-­‐term,  online  qualitaBve  panel  with  20  parents,  with  kids  aged  3-­‐9yrs.  Three  online  assignments,  and  an  in-­‐person  website  evaluaBon  session  were  conducted.    The  Insights:      Parents  have  many  teachable  moments.  Nap  Bme  =      discipline;  Sports  =  health  and  well-­‐being,  Watching    videos  =  educaBon      Parents  want  to  foster  their  kids’  mind,  body  and  soul,    which  are:  conBnual  educaBonal  tools  for  the  mind,    learning  on  health  and  wellness  for  the  body,  and  ensuring    a  loving  environment  for  the  soul.    The  power  of  knowledge.  Independence  and  confidence    are  the  result  of  trusted  informaBon  from  trusted  sources,    social,  web-­‐based  experiences  are  welcome.    
  21. 21. The  Outcome:     TVO  now  has  a  digital  and  social  strategy  that  is  based  on  the  way  parents  think.  TVO  conBnues  to   be  the  curator  of  expert  informaBon  to  amplify  parents  informaBon  needs  that  support  all   ‘teachable  moments’.  23   CONFIDENTIAL  –  DO  NOT  COPY  OR  DISTRIBUTE  WITHOUT  PERMISSION  
  22. 22. It’s  been  our  pleasure  to  make  this  introducBon.      Let’s  discuss  your  social  path.   Caroline  Wilson   416.890.6959   caroline@vireoresearch.com   Jacquelyn  Salnek   416.602.3241   jacquelyn@vireoresearch.com  

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