New Consumer Insights: Social Behavior
Andrea Harrison

Social Behavior drives Social Influence
THE AXIS OF INFLUENCE
+
REPUTATION
– +
POPULARITY
–
Influence matrix: Mike Arauz
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But how much do we really know about it means to be social?
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When marketers need answers, we do research
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But what is traditional research teaching us about social behavior?
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We have market segmentation
WHAT ARE SEGMENTS?
• Produced by statistical analysis of
quantitative data
• Provides quantitative data on who
users are and what they like
• Analysis focuses on differences and
distinctions in demographics and
attitudes
• Segments become clusters of
dominant characteristics by
demographics and/or attitudes
• Can be used an input to qualitative
research, marketing and branding tools
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We have personas
WHAT ARE PERSONAS?
• Produced by inductive and interpretive
analysis of qualitative data
• Provides qualitative data on who users
are and what makes them real
• Analysis focuses on putting people’s
needs, goals and behaviors in-context
• Personas become clusters of dominant
characteristics by needs, goals or
behaviors
• Can be used as input to quantitative
research, design processes and media
efforts
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We need social graph analysis
WHAT IS A SOCIAL GRAPH?
• A social structure made of nodes
(which are generally individuals or
organizations) that are tied by one or
more specific types of interdependency
• Values, visions, ideas, financial
exchange, friendship, kinship,
dislike, conflict or trade are all
interdependencies
• Can be used as inputs to development
of social influence marketing programs
and insights into social behavior
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We can map our customers to their online networks…
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…and determine who they’re connected to online
STRANGERS, FRIENDS COLLEAGUES, FRIENDS, BRANDS
COLLEAGUES, FRIENDS, BRANDS, CAUSES STRANGERS, FRIENDS
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We can also analyze their relationships…
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…to better understand the flow of influence
SOCIAL
INFLUENCE
Least
Family Best Friends
School
friends
Boss
Mentor
Significant other Peer
Most
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Social behavior research in practice
TEEN GIRLS IT DECISION MAKERS
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Tips on how to conduct research for social graph analysis
Modify traditional research practices to reflect social behavior
Recruit research participants as part of their
TIP 1
social groups
FRIENDS FAMILY MANAGERS, PEERS
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Tips on how to conduct research for social graph analysis
Modify traditional research practices to reflect social behavior
Observe participants in social settings
TIP 2
FRIENDS FAMILY MEMBERS WORK COLLEAGUES
SHOPPING PLANNING A VACATION IN A MEETING
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Tips on how to conduct research for social graph analysis
Modify traditional research practices to reflect social behavior
Observe participants engaged in online social
TIP 3
behavior
Ask survey participants to forward the questionnaire
TIP 4
to friends and family and track referrals to the source
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Thank You
Andrea Harrison
andrea.harrison@razorfish.com