I recently saw, perusing mindlessly through my instagram feed, someone posted Douglas Coupland’s famous image, “I miss my pre-internet brain.” It got me thinking about my own pre-internet brain… I remember when I first moved to Los Angeles ten years ago, I had a Thomas Guide, a printed book of maps… I can’t count the number of hours I’ve wasted aimlessly reading my friends’ latest status updates… in fact, that’s how we got to this very point. The undeniable truth is that the internet, the social age, has changed our behaviors – how we interact, how we connect, how we learn, how we discover. And with it, has come an immense amount of data…
Our not so distant past was definitely less cluttered with information, in fact one might say even pristine.
Flash to today, and we’re in an information overload. 90% of the world’s data came from the past two years.
And tomorrow, it’s only proliferating even more. So how do we make sense of this data?
There are a lot of solutions out there to provide you with an overview of what people are saying… and understanding the conversation is definitely one step. To really help a brand uncover actionable insights, deeper insight, we need to connect the dots.
Our approach is to listen to and engage with the social conversations, then apply that learning using proven analytical frameworks, and linking it to other research Ipsos our our clients’ have done.
Let's look at a quick example (use Ikea path to purchase example)… In this example, we already had defined consumer touch points through a path to purchase study — but how does social media and digital impact those touch points?
With analysis we can help consumer understand the information captured and provide actionable insights.
The in-store experience is the most polarizing topic. It is an emotional love-hate relationship between store visits perceived as exciting events and also as very stressful endeavours. Service components have a relatively low share but a negative tendency. Diverse things are mentioned e.g. high transport costs and the missing option to pay via credit card. Dissatisfaction should be monitored.
The future of market research no longer relies on single data sources to tell a story— truly customer centric solutions (that deliver maximum impact) follow the consumer across multiple screens and dimensions for a 360-degree view.
Insight Innovation Challenge: Digital Convergence: Driving Deeper Insights For Maximum Impact by Menaka Gopinath of Ipsos - Presented at the Insight Innovation eXchange North America 2013
Connecting the DotsDriving Deeper Insights for MaximumImpactJune 19, 2013
Enter Ipsos SMX (Social Media Exchange)Our goal is to help clients inspire andaccelerate business growth by puttingthe consumers voice at the heart ofyour organization.We do this through listening and bycreating engaging, collaborative,environments for brands to interactwith consumers in real-time.
A retailer came to us after completing a consumer touch point study where theyexamined the consumer path to purchase.A major element was missing though. Specifically, how does today’s reality, thedigital age, relate to these touch points?8A Quick Example
Overlay Social DataServiceExperience In-storeFoodCataloguePurchaseIntentExperience @homepost purchaseProductsExperience@homepre purchasePriceCampaigns43%30%13%3%5%12%14%9%8%9% „I was at Brand Xyesterday and I wasreally impressed bythe wide range ofLED-lamps.“„In my opinion no one isallowed to marry untilthey have built up achest of drawers fromBrand X together.„Brand X-storeassistants who can‘tspell the names “„The transport-costs are reallyexpensive!“„I like the Brand X-Song andthe good thing is that I in factneed new furniture now!“„I survived a Saturdayafternoon at Brand X...“„Hi Petra, no you‘re not theonly one with thisphenomenon! We sometimesdrive to Brand X to eat xxx inthe restaurant, my son lovesthem so much…I also alwaysfind something to buy....„Browsing the Brand XCatalogue to getinspirations for sewableHome-Design“„Sunday, midnight. Iwalk around my roomwith my Brand Xcatalogue and tape“This beautiful peaceof furniture costs 39,-Euros. At that price, Ijust HAVE to buy it!€Bubble size represents share of topic: products = biggest share Base: Manually coded sample of n=152 , topics ≥3%
MozRank* low middle highhigh middle low+ / -ControversialSOCIAL BRAND DNAUnderstand Key Conversation Drivers*MozRank = 1-10, importance of web pages. Most mentions on Twitter & facebook which have a high MozRank.ServiceExperienceIn-storePrice FoodCataloguePurchaseIntentExperience@homeProductsBase: Manually coded sample of n=152How to read: The Bubble size represents the share of topic. A positioningfurther outwards means potentially higher reach.Negative Positive
In ConclusionThe future of market research no longer relies on singledata sources to tell a story. Listening is as important asasking, and social is embedded in every story.