The New Market Research Lisa Joy Rosner CMO, NetBase August 17, 2011 @lisajoyrosner/@Net_Base Presented for:
Disruptive Technology
Digital Native
of the data in the  world today has been created  in the last two years alone
 
The average consumer mentions  specific brands over 90 times per week  in conversations with friends, family, and co-worke...
 
 
 
When to Use Social  <ul><li>Track  performance… </li></ul><ul><li>yours AND your  competitors! </li></ul>Generate  hypothe...
 
Not My Consumer!
Everyone is on Social
 
 
Different Approaches  I  know  Listerine  kills  germs  because  it  hurts. Keyword  Search I  know  Listerine  kills  ger...
This iPhone has never been  good . The iPhone has never been  this  good .
Burn Burn
 
 
 
Triangulation is a Must Social Data Quantitative Research  Qualitative Research CRM
Jell-o Temptation
 
OREO
Occasion Based Marketing
 
Product Innovation
Relating Sales  and Social Data Greek Yogurt BI data  Social data
Reward New Messaging
Oxidization Early-warning system  for brand
weightwatchers.com  3% forum.bodybuilding.com  4% twitter.com  48% Understanding user  and influencer  networks Body Build...
Competitive  Intelligence
Building  Sales Targets
“ Should you do social media? That’s like someone asking if they should buy a light bulb after electricity was invented.” ...
Questions? Thank you! lrosner@netbase.com/@lisajoyrosner/@Net_Base
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Lisa Joy Rosner (NetBase): The New Market Research

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  • 300M US mobile users as of Dec. 2010:  http://www.ctia.org/advocacy/research/index.cfm/aid/10323 73M US smartphone users as of Dec. 2010:  http://www.emarketer.com/blog/index.php/emarketer-webinar-mobile-social-geolocation-trends-marketers/ on P.4 5B worldwide cell phone subscriptions as of Dec. 2010 (not individual subscriptions):  http://www.engadget.com/2011/01/28/un-worldwide-internet-users-hit-two-billion-cellphone-subscript/
  • Social is going mainstream, fast, organizations need to react faster, so the systems need to move at that speed and move from inside out to outside in -
  • 224/ 12 Million/ 3.125 Million
  • FYI - Twitter – 2009 – 2M tweets a day
  • Mile wide inch deep
  • Traditional research - you only get answers to the questions/things you ask Social – you get unbiased, more truthful thoughts and opinions from consumers Traditional – you set up how many, when, where.  Social brings it out naturally. Social – you don’t “recruit” consumers and specify the target.  They come to you.  No incentive to answer questionaires or attend focus groups.  The “target” consumer, age, demographic comes out naturally for free. Traditional – you make an assumption that you know your user/target.  It’s extremely focused, and in some cases risky. Social – you don’t control the base/sample size.  You never say “I’m going to recruit 30 consumers for a focus group in Chicago”.  The quantities and geographical info comes to you.  You can pick up on insights from a location or demographic you never intended to target (similar to coke zero example). Traditional – you form a hypothesis and test it. Social – more open, you have the consumer tell you the problem.  Better for identifying unmet needs.  
  • Traditional research - you only get answers to the questions/things you ask Social – you get unbiased, more truthful thoughts and opinions from consumers Traditional – you set up how many, when, where.  Social brings it out naturally. Social – you don’t “recruit” consumers and specify the target.  They come to you.  No incentive to answer questionaires or attend focus groups.  The “target” consumer, age, demographic comes out naturally for free. Traditional – you make an assumption that you know your user/target.  It’s extremely focused, and in some cases risky. Social – you don’t control the base/sample size.  You never say “I’m going to recruit 30 consumers for a focus group in Chicago”.  The quantities and geographical info comes to you.  You can pick up on insights from a location or demographic you never intended to target (similar to coke zero example). Traditional – you form a hypothesis and test it. Social – more open, you have the consumer tell you the problem.  Better for identifying unmet needs.  
  • Social networking use among internet users ages 50 and older has nearly doubled—from 22% to 42% over the past year.
  • Traditional research - you only get answers to the questions/things you ask Social – you get unbiased, more truthful thoughts and opinions from consumers Traditional – you set up how many, when, where.  Social brings it out naturally. Social – you don’t “recruit” consumers and specify the target.  They come to you.  No incentive to answer questionaires or attend focus groups.  The “target” consumer, age, demographic comes out naturally for free. Traditional – you make an assumption that you know your user/target.  It’s extremely focused, and in some cases risky. Social – you don’t control the base/sample size.  You never say “I’m going to recruit 30 consumers for a focus group in Chicago”.  The quantities and geographical info comes to you.  You can pick up on insights from a location or demographic you never intended to target (similar to coke zero example). Traditional – you form a hypothesis and test it. Social – more open, you have the consumer tell you the problem.  Better for identifying unmet needs.
  • New insights will come from the continuous integration of various data sources; most have a social component
  • .  2824 Complaints
  • Oreo Fudge Creme “Shut the Front Door” TV Ad – Oreo Fudge Creme ran their first ever tv commercial somewhat breaking away from the “wholesome” commercials most consumers associate with the Oreo brand.  Online chatter about the Oreo Fudge Creme commercials was high &amp; extremely positive vs. the Call Center contacts, which did not care for the “implications” of the language used in the ad.  The online response encouraged the Brand to decide to continue to run the commercials.  The Brand also compared their actual number of contacts with the Jell-O Temptations ad contacts &amp; felt quite comfortable in allowing the scheduled airings of their commercial to continue.  
  • A major cosmetics company came to JDPA wanting to know understand what was driving the successful product launch of a key competitors We recommended doing a comprehensive study, not only looking at the competitor’s product, but the entire category discussion to uncover women’s core motivators, barriers, preferences and selections. Our learnings revealed a critical difference in the way cosmetics companies currently package and market mascara, in contrast with what consumers want and how they are modifying the product to better meet their needs. For instance, we found that many women didn’t like the applicators packaged with their mascara products. They might buy mascara, then throw away the applicator and re-use one from a previous product. Insight into this situation informed an opportunity to re-package their products and innovate in the development of new kinds/types of applicators for their products.
  • In a study aimed at understanding the immediate food and non-alcoholic beverage consumption needs of Millennials, we were surprised to see juice mentioned more frequently than soda – landing in the top 5 most mentioned ICF beverages among Millennials. When the juice team saw this, they naturally wanted to dive deeper and understand how Millennials were defining juice, what flavors and types, and what channels were they purchasing? We were able to go back to J.D. Power and quickly get further exploration of the conversation.
  • Oxidization– The made-up definition of what happens when foundation changes color after wear. More common with oily skin– Facial Cosmetics Study
  • Pandora Targeting Online Advertising Sales Get tweets for sales so they can match product usage so they can sell target advertising – ie, I listen to Pandora while I clean kitchen, so can sell ads to Palmolive (search cleaning and Pandora) Coke M&amp;A Research HP (customer intelligence) Understand customer’s customers
  • Lisa Joy Rosner (NetBase): The New Market Research

    1. 1. The New Market Research Lisa Joy Rosner CMO, NetBase August 17, 2011 @lisajoyrosner/@Net_Base Presented for:
    2. 2. Disruptive Technology
    3. 3. Digital Native
    4. 4. of the data in the world today has been created in the last two years alone
    5. 6. The average consumer mentions specific brands over 90 times per week in conversations with friends, family, and co-workers. (Keller Fay, WOMMA, 2010) 53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on their intention to buy the product. (ROI Research for Performance, June 2010)
    6. 10. When to Use Social <ul><li>Track performance… </li></ul><ul><li>yours AND your competitors! </li></ul>Generate hypotheses Uncover unmet needs or use cases Audience profiling
    7. 12. Not My Consumer!
    8. 13. Everyone is on Social
    9. 16. Different Approaches I know Listerine kills germs because it hurts. Keyword Search I know Listerine kills germs because it hurts. Text Analytics Natural Language Processing Positive Attribute Reason I know Listerine kills germs because it hurts. Keyword Keyword Keyword Keyword Keyword Keyword Brand Negative Word Negative Word Negative Word Brand
    10. 17. This iPhone has never been good . The iPhone has never been this good .
    11. 18. Burn Burn
    12. 22. Triangulation is a Must Social Data Quantitative Research Qualitative Research CRM
    13. 23. Jell-o Temptation
    14. 25. OREO
    15. 26. Occasion Based Marketing
    16. 28. Product Innovation
    17. 29. Relating Sales and Social Data Greek Yogurt BI data Social data
    18. 30. Reward New Messaging
    19. 31. Oxidization Early-warning system for brand
    20. 32. weightwatchers.com 3% forum.bodybuilding.com 4% twitter.com 48% Understanding user and influencer networks Body Builders
    21. 33. Competitive Intelligence
    22. 34. Building Sales Targets
    23. 35. “ Should you do social media? That’s like someone asking if they should buy a light bulb after electricity was invented.” Dana Anderson SVP Marketing Kraft Foods “ Traditional survey research needs to evolve and transform. The future of market research is increasingly about listening to what consumers are already saying.” Stan Sthanunathan VP Strategy and Global Insights Coca-Cola
    24. 36. Questions? Thank you! lrosner@netbase.com/@lisajoyrosner/@Net_Base

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