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Why Listen ESOMAR

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  • 1. What’s all the buzz about listening + is this a place for research?Presented by Peter Harrispeter.harris@visioncritical.competeraharris@wordpress.com
  • 2. Peter Harris AUDITOR marketing RESEARCHFamily man AMSRS aussie NEW MEDIA building relationships ASHES TRAGIC
  • 3. “Stop, Collaborate and Listen” – Vanilla Ice
  • 4. Why we Listen
  • 5. “It’s not what you say about you,it’s what they say about you.” - SEAN MALONEY, EXECTUIVE VICE PRESIDENT, INTEL
  • 6. What’s the Impact for research?
  • 7. RELATIONSHIPS THAT YIELD START WITH LISTENING Concept by Mark Pollard IMAGE BY PDavidee FLICKR
  • 8. CONVERASTIONAL MARKETPLACEEXPLOSION IMPLICATION: Listen to and analyse conversations in social media
  • 9. EMPOWEREDCONSUMERSare motivated and capable to innovate IMPLICATION: Co-create not just test with empowered consumers
  • 10. Yesterday Today listening toolsPassive consumers Active consumers Testing tools Co-creation toolsClosed innovation Open innovation
  • 11. CHANGING ROLE OF RESEARCH Yesterday TodayAsk & Answer (One Way) Listen and Discuss (Two Way) Behind the mirror Co-creation groups (no mirror)Research as Translator Research as Mediator
  • 12. “What we didnt get was the passion this very loyal small group of consumers have. That wasnt 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. Listening Tools
  • 14. TOOLS AND METHODS: SOCIAL MEDIA MONITORING Social Media Buzz Monitoring 1. Free Alert Systems 2. Paid Analysis Dashboard 3. Full Service Insights PartnersSource: Organic Interactive
  • 15. 117 Social Media Monitoring Toolshttp://beta.tiptopbest.com/redir.php?url=http://wiki.kenburbary.com/social-meda-monitoring-wiki
  • 16. TOOLS AND METHODS: SOCIAL MEDIA MONITORING
  • 17. Embedded Listeningopt-in, aggregates statistics, anonymous logs Google streams quant data straight from users
  • 18. Listening + Participation = Relationships and LoyaltyBrian Solis
  • 19. “ There are no limits. There are plateaus, but you must notstay there, you must go beyond them. A man mustconstantly exceed his level.” Bruce Lee
  • 20. Continuous listening