Augmented Research

Augmented ResearchPlugging Brands into the Fabric of Society,[object Object],Francesco D’Orazio, Research Director, @abc3d,[object Object],1,[object Object]

We have been asking the wrong question,[object Object]

“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,[object Object], ,[object Object]

Social media allow us to learn about the relationships and interactions between consumers and how brands can fit into that equation ,[object Object],Cosmic 140 © Information Architects, Inc. 2010,[object Object]

Social Media allow us to see how interactions play out at network level,[object Object]

How do you fit into peoples lives?,[object Object],What does it mean to be human?,[object Object],© Avatar Sculpture Works 2005,[object Object]

SMinR 2010,[object Object], ,[object Object],“most researchers are not immersed in it…social media is still viewed by many as just a tool rather than as an immersive environment.”,[object Object],full Social Media In Research 2010 Study at http://www.facegroup.co.uk/category/sminr,[object Object]

Currently we look at social media like a butcher looks at a carcass,[object Object],Cutting by keywords,[object Object],Aggregating by channels,[object Object],Weighting by influence,[object Object]

© AlexandreFarto aka Vhils 2010,[object Object],Missing out on ,[object Object],CONTEXT > stories, social spaces, physical spaces…,[object Object],BEHAVIOUR > activities, purchase, consumption…,[object Object]

The code behind a tweet,[object Object]

“you can’t turn data into a story without joining the data with, well, other data.”,[object Object]

“A Periodic Table of Human Behaviours” David Bausola,[object Object]

A few types of available data…,[object Object],Social,[object Object],Location,[object Object],Behavioural,[object Object]

Social+Behavioural Data will lead towardsPersonal Predictive Agents,[object Object],Location data as “Remote Control for Reality” (Amber Case),[object Object],Networks of sensors will make for a sentient web of sentient objects,[object Object]

In the near future we are going to ‘wear data’ like we wear clothes* ,[object Object],*Provided we get granular control over it,[object Object]

“Your Life in 2020” © FrogDesign 2010,[object Object]

We are increasingly able to access vast amounts of information in a structured way through APIs,[object Object]

Access to real-time data allows us to:,[object Object],Authenticate information,[object Object],Be adaptive, optimize product and strategy,[object Object],Increase satisfaction,[object Object],Better understand context and behaviour,[object Object],Predict future behaviour,[object Object]

It’s up to us to come up with creative ways to join the dots,[object Object]

Augmented Research,[object Object],data-powered qualitative research ,[object Object],for the network age,[object Object]

the packaging looks cool but...,[object Object],PICTURE,[object Object],POLLS,[object Object],This is social media mining. How do we augment it?,[object Object],CHAT,[object Object],love this ad...,[object Object],did you hear that..,[object Object],saw this on fb,[object Object],BLOG,[object Object],this is cool..,[object Object],check this out,[object Object],VIDEO,[object Object],action,[object Object],web scan,[object Object],action,[object Object],targeted monitoring,[object Object],feedback,[object Object],feedback,[object Object],noise reduction,[object Object],refined mentions,[object Object],feedback,[object Object],feedback,[object Object],analysis,[object Object],reporting,[object Object]

More on Pulsar Social Media Mining Solutions,[object Object]

Augmenting the mining with nethnography,[object Object]

Augmenting the mining with ethnography,[object Object]

Augmenting the mining with crowd-sourcing,[object Object]

Augmenting the mining with social experiments,[object Object],Randomized sampling,[object Object]

Augmenting the mining with social data i.e. Twitter Streaming/REST, facebook Open Graph APIs,[object Object]

Augmenting the mining with location data,[object Object]

Augmenting the mining with CRM andbehavioural,[object Object],data,[object Object]

Augmenting the mining with storytelling,[object Object]

Augmenting the mining with robots,[object Object]

The social web provides inspiration,[object Object],Bots are like magnets, they learn and createrather than sever and aggregate,[object Object]

And this is a market research community. How do we augment it?,[object Object],More on Face Research Communities here,[object Object]

Augmenting market research communities with social data,[object Object],More on Face Research Communities here,[object Object]

Augmenting market research communities with category/subject data,[object Object],More on Face Research Communities here,[object Object]

Augmenting market research communities with social creativity,[object Object],More on Face Research Communities here,[object Object]

Augmenting nethnography with location data,[object Object]

Up till now, social media in research has been mostly about LISTENING. [ > to CONTENT > from a DISTANCE ],[object Object]

But the opportunity is much bigger than listening.,[object Object],It’s about plugging brands directly into the fabric of society,[object Object]

Research as a tune in operation that can turn an organization into a live networked organism,[object Object]

Thanks!,[object Object],@abc3d,[object Object],francesco@facegroup.co.uk,[object Object],www.facegroup.co.uk,[object Object]

Augmented Research

Augmented Research

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Augmented Research