Augmented ResearchPlugging Brands into the Fabric of Society<br />Francesco D’Orazio, Research Director, @abc3d<br />1<br />
We have been asking the wrong question<br />
“We talk of the relationships consumers have with our brands as if they were primary but the data points to things being o...
Social media allow us to learn about the relationships and interactions between consumers and how brands can fit into that...
Social Media allow us to see how interactions play out at network level<br />
How do you fit into peoples lives?<br />What does it mean to be human?<br />© Avatar Sculpture Works 2005<br />
SMinR 2010<br /> <br />“most researchers are not immersed in it…social media is still viewed by many as just a tool rather...
Cutting by keywords<br />Aggregating by channels<br />Weighting by influence<br />
©AlexandreFarto aka Vhils 2010<br />We are only just scratchingthe surface > CONTENT<br />
©AlexandreFarto aka Vhils 2010<br />Missing out on <br />CONTEXT > stories, social spaces, physical spaces…<br />BEHAVIOUR...
“A Periodic Table of Human Behaviours” David Bausola<br />
A few types of available data…<br />Social<br />Location<br />Behavioural<br />
Social+BehaviouralData will lead towardsPersonal Predictive Agents<br />Location data as “Remote Control for Reality” (Amb...
In the near future we are going to ‘wear data’ like we wear clothes*<br />*Provided we get granular control over it<br />
“Your Life in 2020” © FrogDesign 2010<br />
“Your Life in 2020” © FrogDesign 2010<br />
“Your Life in 2020” © FrogDesign 2010<br />
We are increasingly able to access vast amounts of information in a  structured way through APIs<br />
Access to real-time data allows us to:<br />Authenticate information<br />Be adaptive, optimize product and strategy<br />...
It’s up to us to come up with creative ways to join the dots<br />
Augmented Research<br />data-powered qualitative research <br />for the network age<br />
the packaging looks cool but...<br />PICTURE<br />POLLS<br />This is social media mining. How do we augment it?<br />CHAT<...
More on Pulsar Social Media Mining Solutions<br />
More on Pulsar Social Media Mining Solutions<br />
Augmenting the mining with nethnography<br />
Augmenting the mining with ethnography<br />
Augmenting the mining with crowd-sourcing<br />
Augmenting the mining with social experiments<br />Randomized sampling<br />
Augmenting the mining with social data i.e. Twitter Streaming/REST, facebook Open Graph APIs<br />
Augmenting the mining with location data<br />
Augmenting the mining with CRM andbehavioural<br />data<br />
Augmenting the mining with storytelling<br />
Augmenting the mining with storytelling<br />
Augmenting the mining with robots<br />
The social web provides inspiration<br />Bots are like magnets, they learn and createrather than sever and aggregate<br />
And this is a market research community. How do we augment it?<br />More on Face Research Communities here<br />
Augmenting market research communities with social data<br />More on Face Research Communities here<br />
Augmenting market research communities with category/subject data<br />More on Face Research Communities here<br />
Augmenting market research communities with social creativity<br />More on Face Research Communities here<br />
Augmenting nethnography with location data<br />
Up till now, social media in research has been mostly about LISTENING. [ > to CONTENT > from a DISTANCE ]<br />
But the opportunity is much bigger than listening.<br />It’s about plugging brandsdirectly into the fabric of society<br />
Research as a tune in operation that can turn an organization into a live networked organism<br />
Thanks!<br />@abc3d<br />francesco@facegroup.co.uk<br />www.facegroup.co.uk<br />
Augmented Research
Augmented Research
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Augmented Research

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Originally presented at WARC "Online Research Now & Next" 1 March 2011, London, this slide show delves into how to get deeper insights out of data by combining one set of data with another set.

Rather than just looking at social media volumes, or a market research online community's responses, this presentation will show you how you can combine different types of data for better insights.

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Augmented Research

  1. 1. Augmented ResearchPlugging Brands into the Fabric of Society<br />Francesco D’Orazio, Research Director, @abc3d<br />1<br />
  2. 2. We have been asking the wrong question<br />
  3. 3. “We talk of the relationships consumers have with our brands as if they were primary but the data points to things being otherwise. Consumers’ most valuable relationships are not with brands but with other consumers” Mark Earls<br /> <br />
  4. 4.
  5. 5. Social media allow us to learn about the relationships and interactions between consumers and how brands can fit into that equation <br />Cosmic 140 © Information Architects, Inc. 2010<br />
  6. 6. Social Media allow us to see how interactions play out at network level<br />
  7. 7. How do you fit into peoples lives?<br />What does it mean to be human?<br />© Avatar Sculpture Works 2005<br />
  8. 8. SMinR 2010<br /> <br />“most researchers are not immersed in it…social media is still viewed by many as just a tool rather than as an immersive environment.”<br />full Social Media In Research 2010 Study at http://www.facegroup.co.uk/category/sminr<br />
  9. 9. Cutting by keywords<br />Aggregating by channels<br />Weighting by influence<br />
  10. 10. ©AlexandreFarto aka Vhils 2010<br />We are only just scratchingthe surface > CONTENT<br />
  11. 11. ©AlexandreFarto aka Vhils 2010<br />Missing out on <br />CONTEXT > stories, social spaces, physical spaces…<br />BEHAVIOUR > activities, purchase, consumption…<br />
  12. 12. “A Periodic Table of Human Behaviours” David Bausola<br />
  13. 13. A few types of available data…<br />Social<br />Location<br />Behavioural<br />
  14. 14. Social+BehaviouralData will lead towardsPersonal Predictive Agents<br />Location data as “Remote Control for Reality” (Amber Case)<br />Networks of sensors will make for a sentient web of sentient objects<br />
  15. 15. In the near future we are going to ‘wear data’ like we wear clothes*<br />*Provided we get granular control over it<br />
  16. 16. “Your Life in 2020” © FrogDesign 2010<br />
  17. 17. “Your Life in 2020” © FrogDesign 2010<br />
  18. 18. “Your Life in 2020” © FrogDesign 2010<br />
  19. 19. We are increasingly able to access vast amounts of information in a structured way through APIs<br />
  20. 20. Access to real-time data allows us to:<br />Authenticate information<br />Be adaptive, optimize product and strategy<br />Increase satisfaction<br />Better understand context and behaviour<br />Predict future behaviour<br />
  21. 21. It’s up to us to come up with creative ways to join the dots<br />
  22. 22. Augmented Research<br />data-powered qualitative research <br />for the network age<br />
  23. 23. the packaging looks cool but...<br />PICTURE<br />POLLS<br />This is social media mining. How do we augment it?<br />CHAT<br />love this ad...<br />did you hear that..<br />saw this on fb<br />BLOG<br />this is cool..<br />check this out<br />VIDEO<br />action<br />web scan<br />action<br />targeted monitoring<br />feedback<br />feedback<br />noise reduction<br />refined mentions<br />feedback<br />feedback<br />analysis<br />reporting<br />
  24. 24. More on Pulsar Social Media Mining Solutions<br />
  25. 25. More on Pulsar Social Media Mining Solutions<br />
  26. 26. Augmenting the mining with nethnography<br />
  27. 27. Augmenting the mining with ethnography<br />
  28. 28. Augmenting the mining with crowd-sourcing<br />
  29. 29. Augmenting the mining with social experiments<br />Randomized sampling<br />
  30. 30. Augmenting the mining with social data i.e. Twitter Streaming/REST, facebook Open Graph APIs<br />
  31. 31. Augmenting the mining with location data<br />
  32. 32. Augmenting the mining with CRM andbehavioural<br />data<br />
  33. 33. Augmenting the mining with storytelling<br />
  34. 34. Augmenting the mining with storytelling<br />
  35. 35. Augmenting the mining with robots<br />
  36. 36. The social web provides inspiration<br />Bots are like magnets, they learn and createrather than sever and aggregate<br />
  37. 37. And this is a market research community. How do we augment it?<br />More on Face Research Communities here<br />
  38. 38. Augmenting market research communities with social data<br />More on Face Research Communities here<br />
  39. 39. Augmenting market research communities with category/subject data<br />More on Face Research Communities here<br />
  40. 40. Augmenting market research communities with social creativity<br />More on Face Research Communities here<br />
  41. 41. Augmenting nethnography with location data<br />
  42. 42. Up till now, social media in research has been mostly about LISTENING. [ > to CONTENT > from a DISTANCE ]<br />
  43. 43. But the opportunity is much bigger than listening.<br />It’s about plugging brandsdirectly into the fabric of society<br />
  44. 44. Research as a tune in operation that can turn an organization into a live networked organism<br />
  45. 45.
  46. 46. Thanks!<br />@abc3d<br />francesco@facegroup.co.uk<br />www.facegroup.co.uk<br />

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