Why Listen P Harris Esomar 100310

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a 15 minute presentation about listening in research

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Why Listen P Harris Esomar 100310

  1. 1. What’s all the buzz about listening + is this a place for research? Presented by Peter Harris peter.harris@visioncritical.com peteraharris@wordpress.com
  2. 2. Peter Harris AUDITOR marketing RESEARCH Family man AMSRS aussie NEW MEDIA building relationships ASHES TRAGIC
  3. 3. “Stop, Collaborate and Listen” – Vanilla Ice
  4. 4. Why we Listen
  5. 5. “It’s not what you say about you, it’s what they say about you.” - SEAN MALONEY, EXECTUIVE VICE PRESIDENT, INTEL
  6. 6. What’s the Impact for research?
  7. 7. RELATIONSHIPS THAT YIELD START WITH LISTENING Concept by Mark Pollard IMAGE BY PDavidee FLICKR
  8. 8. CONVERASTIONAL MARKETPLACE EXPLOSION IMPLICATION: Listen to and analyse conversations in social media
  9. 9. EMPOWERED CONSUMERS are motivated and capable to innovate IMPLICATION: Co-create not just test with empowered consumers
  10. 10. Yesterday Today listening tools Passive consumers Active consumers Testing tools Co-creation tools Closed innovation Open innovation
  11. 11. CHANGING ROLE OF RESEARCH Yesterday Today Ask & Answer (One Way) Listen and Discuss (Two Way) Behind the mirror Co-creation groups (no mirror) Research as Translator Research as Mediator
  12. 12. “What we didn't get was the passion this very loyal small group of consumers have. That wasn't something that came out in the research.” Neil Campbell, president, Tropicana, North America to The New York Times upon pulling its revamped packaging in February after consumer complaints. http://www.mediapost.com/publications/?fa=Articles.showArticle&
  13. 13. Listening Tools
  14. 14. TOOLS AND METHODS: SOCIAL MEDIA MONITORING Social Media Buzz Monitoring 1. Free Alert Systems 2. Paid Analysis Dashboard 3. Full Service Insights Partners Source: Organic Interactive
  15. 15. 117 Social Media Monitoring Tools http://beta.tiptopbest.com/redir.php?url=http://wiki.kenburbary.com/social-meda-monitoring-wiki
  16. 16. TOOLS AND METHODS: SOCIAL MEDIA MONITORING
  17. 17. Embedded Listening opt-in, aggregates statistics, anonymous logs Google streams quant data straight from users
  18. 18. Listening + Participation = Relationships and Loyalty Brian Solis
  19. 19. “ There are no limits. There are plateaus, but you must not stay there, you must go beyond them. A man must constantly exceed his level.” Bruce Lee
  20. 20. Continuous listening

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