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Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
Developing innovative qualitative research techniques for effective digital marketing strategy
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Developing innovative qualitative research techniques for effective digital marketing strategy

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Developing innovative qualitative research …

Developing innovative qualitative research
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  • 1. ConsumerVisions
    Digital Media Research+Strategy
    Developing innovative qualitative research
    techniques for effective digital marketing strategy
    By Stanislav & Preslav Bondjakov, Directors
    ConsumerVisions
  • 2. 2
    Who we are...
    ConsumerVisions – specialised digital media research agency, owned by Preslav & Stanislav
    Focusing on building digital strategies based on consumer insights & helping organisations offer successful digital media
    Prior to establishing ConsumerVisions, we have worked at leading global market/social research agencies
    Building on many years of research experience, including in digital media research
    Have consulted to a wide range of commercial and government organisations in Australia and New Zealand
    Regular speakers at conferences and forums
    Partner with specialised research recruitment agencies to recruit top quality participants
  • 3. 3
    The Internet Evolution...
  • 4. 4
    The internet evolution
    [INSERT 2 minute VIDEO HERE] ...[FILE TOO LARGE TO BE EMBEDDED – TO BE PLAYED SEPARATELY]
  • 5. 5
    Some promising stats...
    Some key statistics in Asia show that:
    Out of a total population of 3,834,792,852, there is 825,094,396 internet users (nearly 22%);
    42% of world internet users are in China alone;
    Internet user growth in Asia between the year 2000 and 2010 was 622%;
    Half of all internet users in Asia are from China.
    While Oceania / Australia accounts only for 1% of world internet users, internet penetration is 61%
    In 2010, internet user growth in Oceania / Australia was 179%
    With the proposed new National Broadband Network, internet penetration is forecasted to increase to 98% of all Australian households
  • 6. 6
    But be wary of savvy consumers...
    Digital consumers are becoming very savvy in their website selection and the way they use websites - “Now, when people go online they know what they want and how to do it” says Dr. Jakob Nielsen, global usability guru
    Websites are selected on the basis of good design, intuitive navigation, high level of user empowerment, engagement, and relevance
    Websites are more likely to succeed if they are designed according to how humans think and behave
    Users read web pages in an "F" pattern. They're more inclined to read longer sentences at the top of a page and less and less as they scroll down. That makes the first two words of a sentence very important
    Users are extremely good at screening out things and focusing in on a small number of salient page elements
  • 7. 7
    But be wary of savvy consumers...
    Users connect well with images of people looking directly at them - professional images are not appealing, people relate easier to more realistic images
    According to Dr. Nielsen, only 25% of people travel via a homepage to reach to where they want to go on a website, the rest search and get straight to the destination page
    People are spending less time on websites – there is a greater need to present them with highly relevant, well organised information
    Hence, the need to develop highly usable, well organised websites and applications which are developed with users.
  • 8. 8
    From Web 1.0 to 3.0...
    4 minute video - illustrating the social media revolution...[FILE TOO LARGE TO BE EMBEDDED – TO BE PLAYED SEPARATELY]
  • 9. 9
    From Web 1.0 to 3.0...
    Web 1.0 is the internet before 1999, experts call it the ‘Read-Only’ era
    Users were only able to read static information
    No active communication flow from consumer to producer of information, no real interaction, low levels of user engagement and empowerment
    Web 2.0: The year 1999 marked the beginning of a Read-Write-Publish era
    Higher levels of user empowerment & interactivity, incl. blogging, social media & live video streaming
    Publishing of user content is only a few clicks away
    Few remarkable developments of Web 2.0 are Twitter, Facebook, YouTube, LinkedIn, Flickr and MySpace.
    Web 3.0: The era of personalisation, semantic web, intelligent search, and behavioural targeting and advertising
    Web 4.0: ...under development...leave it for next conference!!!
  • 10. 10
    Where to from now?
    Although the internet usage is booming and users are savvier than ever...
    ...digital media is still catching up
    Organisations need to understand their digital customers & respond to their needs
    Perceived value of digital media research is increasing
    Just as it took a while for advertising research to take off, following the TV boom (50’s-60’s), digital media is at its peak of development now and consumer research is starting to become an integral part of it...
    The sites of the (near) future will be developed with consumers, using innovative research solutions
    We are here to enlighten you on cutting edge qualitative research techniques for building effective digital marketing strategies...
  • 11. 11
    From research to application
    Through our innovative qualitative research methods we help clients:
    Develop a consumer-centric strategy which also recognises the business requirements and limitations
    Develop sustainable digital offering through in-depth understanding of digital consumer’s needs and expectations
    Ensure digital offer is relevant, up-to-date, and usable
    Improve e-commerce and m-commerce presence and sales, by developing highly impactful and relevant ‘shop fronts’ or homepages, as well as seamless shopping experiences
  • 12. 12
    Research methodologies...
  • 13. 13
    Consumer driven strategy
    Market-driven
    web offer
    User experience optimisation
    Insights & foresights
    Brand challenges
    Digital
    strategy
    Competitive environment
    Business requirements
    Multi-channel
    Interaction
    Needs & preferences
    Motivations
    Digital
    Consumers
    Platforms
    Qualitative research
    Digital lives
    Technology/ trends
    Brand attitudes
  • 14. 14
    Methodology model
    Overall goal: Assisting organisations in formulating market-driven digital strategies, leading to optimal digital offers, e.g. websites, apps, etc.
    Situation analysis
    Digital strategy development
    2. User needs research
    Prototype
    development
    3. User experience research
    User experience optimisation
    4. Web development
  • 15. Purpose:Understanding market environment, business context & goals, current digital offer, and existing research & data
    15
    Overview of methodologies
    Step 1: Situation analysis
    Methods:
    Expert site review & web assets audit
    Market/Competitor analysis
    Site analytics review
    Business requirements & KPIs – interviews with key internal stakeholders
    Workshops with web design & development team
    Key outcome:
    Input into digital strategy & user needs research design
  • 16. Purpose:Deep understanding of digital consumers’ lives. Exploring user needs, preferences, motivations, brand attitudes & behaviours, with a view to developing a consumer-centric digital strategy.
    16
    Overview of methodologies
    Step 2: User needs research
    Methods:
    Exploratory focus groups – incl. persona development, card sorts
    In-depth interviews
    User workshops – incl. usability testing, task completion, observations
    Key outcomes:
    Digital strategy
    Prototypes
    Specs brief to designers
  • 17. Purpose:Discovering issues with usability, designand branding, with a view to recommending optimised user experience.
    17
    Overview of methodologies
    Step 3: User experience research
    Methods:
    Expert review - to identify key problem areas prior to user testing
    User workshops/interviews – incl. usability testing, task completion, observations
    To identify usability problems with navigation, labelling, content, page layout. Involves task completion and provides suggestions to improve user experience
    Key outcomes:
    Recommendations for optimised user experience
  • 18. 18
    Focus on research methods
    Focus groups
    Exploratory discussions:
    Number of groups depends on audience groups/segment types
    6-8 participants per group, recruited & screened professionally
    Exploratory funnel approach – group members participate in a spontaneous discussion. General topics are explored first, followed by more specific topics.
    Used for:
    Understanding digital consumers’ needs, attitudes, motivations & behaviours
    Brainstorming ideas; uncovering marketing insights; developing hypothesis
    Outcomes:
    Data is qualitative & directional, not conclusive. Views are analysed & then summarised. No attempt is made to quantify the findings.
    Findings feed directly into digital strategy development.
  • 19. 19
    Focus on research methods
    In-depth interviews
    Interviews follow the same general principles as focus group, in the context of informal and unstructured discussions.
    User workshops
    3 phased session:
    Involves ‘real’ users or potential users of the website
    4-5 participants per session, recruited & screened professionally
    Phase 1: Unpolluted initial group discussion of people’s needs and expectations of the site, marketing mix elements – begin to form an idea of consumer motivations and behaviours
    Phase 2: Each participant completes a set of tasks on the site on a PC – ‘think aloud’ method or recording in a workbook is used. Each participant is observed by a senior researcher. Key site usability issues are uncovered.
    Phase 3: Follow-up group discussion - focus website projected on data projector. Discussion of experiences with the site, stumbling blocks, opportunities for enhancements and optimisation of user experience. This discussion provides specific suggestions for improvement of site’s navigation, design, and content.
  • 20. 20
    Focus on research methods
    User workshops cont’d...
    Used for:
    Usability testing, marketing mix evaluation
    Understanding a site’s next level from users’ perspective
    Outcomes:
    Actionable recommendations for optimised user experience & web performance. Aided by visual outputs such as interactive prototypes, marked-up pages, and implementation workshops.
  • 21. 21
    Case study...
  • 22. 22
    Case study
    Redevelopment of a key Australian Government website
    Australian Department of Broadband, Communications & the Digital Economy is one of Australian Government’s key departments
    It has a public website with over 5,000 web pages and over 3,000 downloadable documents
    The website’s main audience is the general public, as well as businesses
    Website was designed around business areas, rather than being user-centric
    It was difficult for users to achieve their tasks on the site, and there were low levels of satisfaction
  • 23. 23
    Case study
    A continuous website improvement program implemented:
    Overall strategy for the Department’s digital offering;
    Two consecutive qualitative research studies on the Department’s site;
    Expert and usability reviews of a Web 2.0 mapping application;
    An annual web performance monitoring project, tracking website KPIs on a quarterly basis.
  • 24. 24
    Case study
    Qualitative studies:
    First study comprised of 8 workshops with website users – total of 53 participants. Second study involved 9 workshops, with a total of 67 participants
    Studies focussed on exploring the needs and preferences of users for the site
    Iterative development of the site with prototypes tested at each stage
    Each workshop lasted 2 hours, and it was divided in 3 parts
    The first part explored users’ needs and expectations of the site, its navigation, design, and content. Also, key perceptions of the Department and its online communication tools.
    The second part consisted of an individual workbook completion, covering a set of tasks on the old and new sites, and a set of website ratings.
    This was followed by an in-depth discussion about users’ experience with both sites, encountered issues and suggested improvements to the current site. Suggestions included improvements to the site’s navigation, design and content.
  • 25. 25
    Case study
    Usability reviews & web performance monitoring:
    Expert and usability reviews of the Web 2.0 application were concurrently run with the second qualitative study.
    Web performance monitoring program focuses on tracking website KPIs to identify areas of poor performance and provide actionable recommendations for improvement in navigation, design and content.
    KPIs were developed in close consultation with the Department’s executives who own the content on the site. Included business requirements gathering and confirmation.
    As a result of the qualitative research and the web performance monitoring program, the Department has started to implement recommendations such as improving the page design, layout, and Web 2.0 technologies.
  • 26. 26
    Case study
    Original homepage
  • 27. 27
    Case study
    2nd iteration of homepage - based on research
  • 28. 28
    Case study
    Prototype of new homepage - based on research
  • 29. 29
    Case study
    Latest homepage - based on recommended prototype
  • 30. 30
    Case study
    Examples of some Web 2.0 tools embedded in the Department’s sites
  • 31. 31
    Case study
    Web 2.0 application example – initiatives map
  • 32. 32
    Key outcomes for client
    Digital strategy with recommendations on key areas to focus, according to user and business requirements – transformation of business-centric to more user-centric
    In-depth understanding of key segment needs and behaviours, leading to development of a more usable and relevant website
    Actionable recommendations for key website improvements including navigation, design and content
    Implementation of Web 2.0 technologies
    Implications for the re-design of the Department’s Intranet to being more user-centric
  • 33. 33
    E-commerce example...
  • 34. 34
    E-commerce example...
    A multi-channel international retailer with offline retail stores as well as an online store
    Client identified declining online sales over a year, but did not know the reasons behind this decline
    Research program included:
    Site analytics review - identified where most drop-outs were coming from;
    Expert review - identified some major site flaws;
    User experience workshops – identified reasons behind poor sales, e.g. product selection & bundling, shopping process, poor synchronisation with offline product stock, registration, and payment page
  • 35. 35
    E-commerce example...
    Following all research, it was recommended that:
    Homepage design is improved to include a centre page moving-images panel which show cases the uniqueness of the brand and products, with ability to start shopping straight from this panel;
    The shopping experience is improved, including simpler site navigation, easier product selection, better integration with social media tools, and full offline and online product stock synchronisation
    Client has implemented key recommendations and has already started to see improvements in sales.
  • 36. 36
    More successful stories...
  • 37. 37
    Some of our key clients...
  • 38. 38
    More of our work...
    Background: Kraft Foods embarked on a major global website redevelopment project which involved redeveloping and redesigning their websites in all of their main markets
    Key objectives: To identify the optimal content, look and user flow for the Kraft Foods Australia website, and drive up volume via extended usage ideas
    Methodology:Qualitative research involving interactive workshops, in-depth interviews, observation, ratings
    Outcomes:Kraft Foods have seen marked improvement in visitation rates of the site since its redevelopment, and also indications of increased volume.
  • 39. 39
    More of our work...
    Background: Re-development of Sun Safety website for Queensland Health – market research to develop new IA for, and key design aspects & tools/features
    Key objectives: increase site uptake through effective marketing and positive user experience; motivate users to return to the site; and advocate the site to others
    Methodology: Conducted consumer workshops, worked with a web designer to develop the new IA, features, design elements
    Outcome: Client re-developed the website completely, implementing the new IA and design recommendations
  • 40. 40
    In conclusion...
    Through innovative qualitative research methods clients:
    Develop a consumer-centric strategy which also recognises the business requirements and limitations
    Develop sustainable digital offering through in-depth understanding of digital consumer’s needs and expectations
    Ensure digital offer is relevant, up-to-date, and usable
    Improve e-commerce and m-commerce presence and sales, by developing highly impactful and relevant ‘shop fronts’ or homepages, as well as seamless shopping experiences.
  • 41. 41
    Question time...
    Contact: Stanislav Bondjakov, Director
    Email: stanislav@consumervisions.com.au
    Web: www.consumervisions.com.au
    Phone: +61425 744 796
  • 42. 42
    Presented at the Asia-Pacific conference on Qualitative Research in Web 2.0
    22 & 23 Feb 2011, Macau SAR
    For more information
    Please visit: http://www.merlien.org

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