Kristof Coussement - The Debate: the Future of (Big) Data Analytics Software
Data Sources 2.0 - Presentatie Annelies
1. Antwoorden krijgen zonder vragen te stellen Welkom in de wereld van ongestructureerde data Annelies Verhaeghe, Director Observational research, InSites Consulting
11. Extracting data Extractie =Wat willen we verder gebruiken in onze analyse en wat kunnen we negeren? 1
12. 1. Extractie fase STEP 1: extractie Software detecteert termen op basis van woordenboeken Linguistische analysis Part of speech analysis BAQMaR wants to make marketing research COOL again: well-known, popular and unique Marketing research COOL Well-known popular unique Count based wants to make marketing research COOL again Well-known popular unique Voeg ook eigen termen toe
13. Categories are higher-level concepts that represent higher level ideas and information in the text 2 Categorizatie
24. Buzz volume Sentimeter Eating professional Housing Payment Guilt Identity Telephone call Treatment Diagnosis Transport Dog Personal care Law Clothes Active Friends Decision Safety Religion
Over the last couple of years, a revolution in user-generated-content has taken place: The rise of social media makes it easy for consumers to share their opinion about brands and products online People are more involving in what is called ‘life caching’: they are broadcasting their life experiences real life with others through twitter, Facebook, etc. This content is not only produced at home behind their computer. By using smart phones, they can send updates ‘on the go’. Messages about how they experience products and brands are therefore written and send ‘in the heat of the moment’
In contrast to the vast amount of spontaneous user-generated-content online, the market research keeps on asking for more content We organize focus groups, surveys, and interviews where we ask consumers for their opinion. Yes, we have adopted some of the social media tools by setting up research communities, online focus groups with chat and blogs. The large information of social media content has however been largely ignored. Nowedays, we ask our research participants information that might be already be available on social media We should therefore change our philosophy of interviewing to a culture of caching where we listen to the online conversations online
Why should we do this? In a time where response rates in traditional research are declining, these spontaneous answers are a welcome source of information. The industry is realizing that panel and survey participants are a scarce resource that should be used carefully. One action we can undertake to maintain our research ecosystem is data recycling. If we already have information available about a research question, we can re-use existing information instead of collecting new information about the topic. Especially for topics with high involvement (like health) or topics with a strong link to the internet (like technologies), we can take advantage of the large amount of existing information online.
Two approaches can be taken: You can look at social media content top-down: in this case you look at the data you have collected with a specific research question in the back of your mind. Examples are fi looking what people say about a certain brand. Looking for buzz about a communication campaign. Etc. A second approach is bottom-up analysis: in this case you take a very open approach towards the content by NOT asking specific research questions but instead looking at the big themes that spontaneously emerge in the data.
First a quick note on the methodology … This is the qualitative research of the 21 st century … one location and no travel. It is a nerve centre with screens and facilities.
Good brands place the consumer at the centre . They need to understand the needs of the consumer They need to offer as much value as possible to the consumer Without consumers...there is no brand A good brand also offers good price versus quality A good brand also needs to make profit because without profit the brand cannot innovate or keep lasting Good brands care about their employees. They need to have a safe and fun working place Good brands are leaders in innovation. Good brands undertake their activities without harming the environment. A good brand is also good in communicating the product to the world through advertising. They have a strong image and excellent reputation Good brands care about the countries and the law in those countries where they have hubs.
Finally, it is not only the guidelines for conducting social media netnography that will evolve: the new consumer is more empowered and will increasingly use social media to give feedback to companies and brands. This implies that internal marketing and customer insights departments and perhaps entire organisations will need to be more tuned to this new way of communication. The market researchers of the future will not only have to excel in asking but they will need to excel in listening . We hope this case on social media netnography has helped to make a first step in that direction!
