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Will Twitter change the way that market researchers communicate? Amber Coulter – The Research Agency Angela Gao – Survey S...
Initially Presented ESOMAR APAC Kuala Lumpur – 27 April 2010 Angela  Ray  Shizue
Plan of Action <ul><li>Background to Twitter </li></ul><ul><li>Contrasts </li></ul><ul><ul><ul><li>Twitter in China </li><...
 
Background to Twitter <ul><li>Launched in 2006 </li></ul><ul><li>Alexa.com ranks Twitter at 11 </li></ul><ul><li>140 chara...
China <ul><li>Twitter not available in China </li></ul><ul><li>But micro blogging is used </li></ul><ul><ul><ul><li>2 pion...
Typical China micro blogging Tao tao micro blogging
China Sina micro blogging  http://t.sina.com.cn/
Conclusions - China <ul><li>Key drivers of micro blogging </li></ul><ul><ul><li>- Ease of use, including seamless links to...
Japan - Overview <ul><li>Twitter came to Japan in 2008 </li></ul><ul><li>April 2009, 520K users </li></ul><ul><ul><li>Augu...
Japan – Advertisements
Japan – Advertisements
Japan – Advertisements
Conclusion - Japan <ul><li>Long term users and Twitter’s future in Japan </li></ul><ul><ul><li>TV show </li></ul></ul><ul>...
Tweetference
 
 
 
 
3 Questions #qstn1  Which country would you most like to visit in 2011? #qstn2  What is your favourite drink? #qstn3  How ...
 
 
Interaction Time! Live Feedback #Raypoynter doing a good job educating us about how to use twitter for research #esoa 7:17...
#qstn1 – Where want to visit next? <ul><li>Diverse views </li></ul><ul><ul><li>33 responses </li></ul></ul><ul><ul><li>USA...
#qstn2 Favourite Drink <ul><li>Alcoholic or Not? </li></ul><ul><ul><li>32 responses </li></ul></ul><ul><ul><li>14 non-alco...
#qstn3 What is market research? <ul><ul><li>Constructionist </li></ul></ul><ul><ul><ul><li>“ Market Research is a way of g...
So? <ul><li>Twitter is helping create a two-speed industry </li></ul><ul><ul><li>Connected researchers, who can leverage c...
Thank You <ul><li>Amber Coulter </li></ul><ul><li>Angela Gao </li></ul><ul><li>Bill Zuo </li></ul><ul><li>Daniel Alexander...
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ESOMAR APAC April 2010

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A collaborative paper about Twitter, with researchers from several companies taking part and trying to answer the question whether or not Twitter will change the way that market researchers communicate with each other.

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ESOMAR APAC April 2010

  1. 1. Will Twitter change the way that market researchers communicate? Amber Coulter – The Research Agency Angela Gao – Survey Sampling International Bill Zuo – Survey Sampling International Daniel Alexander-Head – Colmar Brunton Julia Bode – The Research Agency Prashant Hari – Colmar Brunton Ray Poynter – The Future Place Shizue Vieira – Fem Marketinghouse Sue York – The Future Place
  2. 2. Initially Presented ESOMAR APAC Kuala Lumpur – 27 April 2010 Angela Ray Shizue
  3. 3. Plan of Action <ul><li>Background to Twitter </li></ul><ul><li>Contrasts </li></ul><ul><ul><ul><li>Twitter in China </li></ul></ul></ul><ul><ul><ul><li>Twitter in Japan </li></ul></ul></ul><ul><li>The Tweetference so far </li></ul><ul><li>Interactive session </li></ul>
  4. 5. Background to Twitter <ul><li>Launched in 2006 </li></ul><ul><li>Alexa.com ranks Twitter at 11 </li></ul><ul><li>140 character ‘Tweets’ </li></ul><ul><li>Terms </li></ul><ul><ul><li>ReTweet </li></ul></ul><ul><ul><li>Hashtags </li></ul></ul><ul><ul><li>Twitter Wall </li></ul></ul><ul><ul><li>Following ≠ Followers </li></ul></ul>
  5. 6. China <ul><li>Twitter not available in China </li></ul><ul><li>But micro blogging is used </li></ul><ul><ul><ul><li>2 pioneers in 2007 </li></ul></ul></ul><ul><ul><ul><li>-Fanfou (the 1 st launched May 2007) </li></ul></ul></ul><ul><ul><ul><li>- Taotao (QQ launched it August 2007) </li></ul></ul></ul><ul><ul><ul><li>Flourishing in 2009 </li></ul></ul></ul><ul><ul><ul><li>-Digu </li></ul></ul></ul><ul><ul><ul><li>- Sina Weibo </li></ul></ul></ul>
  6. 7. Typical China micro blogging Tao tao micro blogging
  7. 8. China Sina micro blogging http://t.sina.com.cn/
  8. 9. Conclusions - China <ul><li>Key drivers of micro blogging </li></ul><ul><ul><li>- Ease of use, including seamless links to popular chat services </li></ul></ul><ul><ul><li>- Mobile connections, especially via smart phones </li></ul></ul><ul><ul><li>- Buzz marketing </li></ul></ul><ul><ul><li>- Relationship circle effect </li></ul></ul>
  9. 10. Japan - Overview <ul><li>Twitter came to Japan in 2008 </li></ul><ul><li>April 2009, 520K users </li></ul><ul><ul><li>August 2009 2 million users -> 2010 5 million users </li></ul></ul><ul><li>95% Twitter users access by mobile phone </li></ul><ul><ul><li>Charge for certain contents on Twitter </li></ul></ul><ul><li>Company communication Tool </li></ul><ul><ul><li>Mr Song of Softbank uses Twitter to communicate with his 20K employees </li></ul></ul><ul><li>More info with 140 characters limit post </li></ul><ul><ul><li>Ocean -> 海 </li></ul></ul>
  10. 11. Japan – Advertisements
  11. 12. Japan – Advertisements
  12. 13. Japan – Advertisements
  13. 14. Conclusion - Japan <ul><li>Long term users and Twitter’s future in Japan </li></ul><ul><ul><li>TV show </li></ul></ul><ul><ul><li>10 million users by end of this year </li></ul></ul><ul><ul><ul><ul><li>Japanese Twitter book, Masato Kogure </li></ul></ul></ul></ul>
  14. 15. Tweetference
  15. 20. 3 Questions #qstn1 Which country would you most like to visit in 2011? #qstn2 What is your favourite drink? #qstn3 How would you define market research in 140 characters?
  16. 23. Interaction Time! Live Feedback #Raypoynter doing a good job educating us about how to use twitter for research #esoa 7:17 PM Apr 26th via UberTwitter At ESOMAR APAC listening to a session on Twitter in MR by @Raypoynter #esoa 7:29 PM Apr 26th via web @RayPoynter Thanks Ray! Just trying to get an idea of what it's like for those physically there... #esoa #ESOMAR #MR 6:13 PM Apr 26th via TweetDeck in reply to RayPoynter
  17. 24. #qstn1 – Where want to visit next? <ul><li>Diverse views </li></ul><ul><ul><li>33 responses </li></ul></ul><ul><ul><li>USA 4, Thailand 2, China 2, Canada 2 </li></ul></ul><ul><ul><li>Did seeing other responses make them more diverse? </li></ul></ul><ul><li>Free format responses </li></ul><ul><ul><li>“ England with the kids. Greece with the wife ” </li></ul></ul>
  18. 25. #qstn2 Favourite Drink <ul><li>Alcoholic or Not? </li></ul><ul><ul><li>32 responses </li></ul></ul><ul><ul><li>14 non-alcoholic </li></ul></ul><ul><ul><li>13 alcoholic </li></ul></ul><ul><ul><li>3 listed 1 soft & 1 alcoholic </li></ul></ul><ul><ul><li>2 said task was impossible </li></ul></ul>
  19. 26. #qstn3 What is market research? <ul><ul><li>Constructionist </li></ul></ul><ul><ul><ul><li>“ Market Research is a way of gaining a glimpse of the lived reality of consumers ” </li></ul></ul></ul><ul><ul><li>Post-positivist </li></ul></ul><ul><ul><ul><li>“ Scientific approach to consumer insight ” </li></ul></ul></ul><ul><ul><li>Consumer </li></ul></ul><ul><ul><ul><li>“ Any technique that involves the consumer (directly or indirectly) in the process of market understanding, planning or evaluation ” </li></ul></ul></ul><ul><ul><li>Business </li></ul></ul><ul><ul><ul><li>“ Beyond insights - participation in decision making and taking full responsibility if decision goes wrong ” </li></ul></ul></ul>
  20. 27. So? <ul><li>Twitter is helping create a two-speed industry </li></ul><ul><ul><li>Connected researchers, who can leverage crowdsourcing and who tend to hear things first </li></ul></ul><ul><ul><li>Others </li></ul></ul>
  21. 28. Thank You <ul><li>Amber Coulter </li></ul><ul><li>Angela Gao </li></ul><ul><li>Bill Zuo </li></ul><ul><li>Daniel Alexander-Head </li></ul><ul><li>Julia Bode </li></ul><ul><li>Prashant Hari </li></ul><ul><li>Ray Poynter </li></ul><ul><li>Shizue Vieira </li></ul><ul><li>Sue York </li></ul>

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