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Connecting the DotsDriving Deeper Insights for MaximumImpactJune 19, 2013
Past
Present
Future
Connect the Dots
Enter Ipsos SMX (Social Media Exchange)Our goal is to help clients inspire andaccelerate business growth by puttingthe con...
A retailer came to us after completing a consumer touch point study where theyexamined the consumer path to purchase.A maj...
Overlay Social DataServiceExperience In-storeFoodCataloguePurchaseIntentExperience @homepost purchaseProductsExperience@ho...
MozRank* low middle highhigh middle low+ / -ControversialSOCIAL BRAND DNAUnderstand Key Conversation Drivers*MozRank = 1-1...
In ConclusionThe future of market research no longer relies on singledata sources to tell a story. Listening is as importa...
Thank You
Insight Innovation Challenge: Digital Convergence: Driving Deeper Insights For Maximum Impact by Menaka Gopinath of Ipsos ...
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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

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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

  1. 1. Connecting the DotsDriving Deeper Insights for MaximumImpactJune 19, 2013
  2. 2. Past
  3. 3. Present
  4. 4. Future
  5. 5. Connect the Dots
  6. 6. 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.
  7. 7. 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
  8. 8. 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%
  9. 9. 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
  10. 10. 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.
  11. 11. Thank You

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