Hi, I’m Elias.     I work at InSites        Consulting.I live in and love Gent, and love creative advertising. Find me on ...
Fact: Advertising      Sucks                    @eliasveris
Fact: Someadvertising isgreat. That’s a  minority.Based on 1.300 TV spots that were tested by InSites Consulting in 2010. ...
Fact: People dolike watching a    good (tv)  commercial.  A good one.                  @eliasveris
Let’s look at these     people…                      @eliasveris
empowered               post-modern nomads            Consumers                …emotional                 Smarter than ever
PEERS              ADVOCATES                      COLLEAGUES                         JUDGESBringing consumers in the board...
Before   During   After                      @eliasveris
Before Consumers as PEERS Getting close to consumers Immersing in their daily lives Getting inspired.                     ...
Observationalmethods: Ethnography
Getting to know body-Knowing                                                     limits in physical functioning           ...
Part 1Research Communities
Dunkin’ donuts makes me                        happy, And not because of                        the doughnuts (which in fa...
Provides talkingpoints and imagery                     @eliasveris
PEERS              ADVOCATES                      COLLEAGUES                         JUDGESBringing consumers in the board...
Before Consumers as COLLEAGUES Supporting decision-making Reviewing your concepts & ideas Inspiring you to go the extra mile
Ongoing Famous  community.                 Provides 24/7                  feedback on                   anything.
PEERS              ADVOCATES                      COLLEAGUES                         JUDGESBringing consumers in the board...
During Consumers as ADVOCATES People identify with brands People talk about brands and ads Ads can activate the conversation
Some new style agencies focus entirely on WOM                          www.futurelab.com
Some campaigns too…                      @eliasveris
Execution of the campaign     Evolution over time Q: To what extent do we observe peaks in the buzz on the execution of th...
14%     86% Message present   Message not presentHelps adjusting
PEERS              ADVOCATES                      COLLEAGUES                         JUDGESBringing consumers in the board...
AfterConsumers as JUDGESProviding you with valuable feedbackHelping you learn. Helping you getting betterBenchmarking you ...
And                            purchase                           intention!                   X 1,4A good TV ad  combines...
3 core elements to measure
Helps improving
#1 Consumers are prettydamn smart.              @eliasveris
#2 They can be involved at any time inyour process.                @eliasveris
#3 Involvement   aims forimprovement.   Always.               @eliasveris
Thanks!Find me on twitter via @eliasverisOr via elias.veris@insites.euOr via +32 486 34 80 35
HYPE Sessions - On Advertising Research
HYPE Sessions - On Advertising Research
HYPE Sessions - On Advertising Research
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HYPE Sessions - On Advertising Research

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Story for the Young Planners Belgium HYPE sessions on where and how consumers can help making advertising better.

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HYPE Sessions - On Advertising Research

  1. Hi, I’m Elias. I work at InSites Consulting.I live in and love Gent, and love creative advertising. Find me on twitter via @eliasveris @eliasveris
  2. Fact: Advertising Sucks @eliasveris
  3. Fact: Someadvertising isgreat. That’s a minority.Based on 1.300 TV spots that were tested by InSites Consulting in 2010. @eliasveris
  4. Fact: People dolike watching a good (tv) commercial. A good one. @eliasveris
  5. Let’s look at these people… @eliasveris
  6. empowered post-modern nomads Consumers …emotional Smarter than ever
  7. PEERS ADVOCATES COLLEAGUES JUDGESBringing consumers in the boardroom/Ad agencyBreeding success by changing the hearts, minds, and actions of your people.
  8. Before During After @eliasveris
  9. Before Consumers as PEERS Getting close to consumers Immersing in their daily lives Getting inspired. @eliasveris
  10. Observationalmethods: Ethnography
  11. Getting to know body-Knowing limits in physical functioning “Bezig met een stevige boswandeling samen met mijn vriendin. Loop dan stevig door tot toelaatbare pijngrens. voor de laatste klachten rrende ik tussendoor kleine stukjes en probeer dan steeds iets verder te gaan dan de vorige keer.” Prevention-Exercise “Na het herstellen heb ik een crosstrainergekocht waarop ik bijna dagelijks op oefen om een betere conditie te krijgen en wat af tevallen. Ik zit op 20 minuten met 80 toeren per minuut. Samen met drie keer per dagwandelen met de hond levert dat toch al aardig wat beweging op. Ik ben geen sportfanaat,maar dat wat ik nu doe kan ik wel opbrengen..” @eliasveris
  12. Part 1Research Communities
  13. Dunkin’ donuts makes me happy, And not because of the doughnuts (which in fact, I do not enjoy). What makes me happy about this brand is the coffee! Although the coffee isnt the best in the world by any stretch of the imagination, theres nothing quite as comforting as seeing that bright sign while traveling down the road in the morning. Its good for a pick me up at any time of day.Provides focus. Shows competitive playing field.
  14. Provides talkingpoints and imagery @eliasveris
  15. PEERS ADVOCATES COLLEAGUES JUDGESBringing consumers in the boardroom/Ad agencyBreeding success by changing the hearts, minds, and actions of your people.
  16. Before Consumers as COLLEAGUES Supporting decision-making Reviewing your concepts & ideas Inspiring you to go the extra mile
  17. Ongoing Famous community. Provides 24/7 feedback on anything.
  18. PEERS ADVOCATES COLLEAGUES JUDGESBringing consumers in the boardroom/Ad agencyBreeding success by changing the hearts, minds, and actions of your people.
  19. During Consumers as ADVOCATES People identify with brands People talk about brands and ads Ads can activate the conversation
  20. Some new style agencies focus entirely on WOM www.futurelab.com
  21. Some campaigns too… @eliasveris
  22. Execution of the campaign Evolution over time Q: To what extent do we observe peaks in the buzz on the execution of the campaign? We observe a peak in the buzz during week 7 (12-18 februari). During this period we see that people discover the features of the campaign website. They also want to better know the actors. Especially valentines day leads to an additional boost in posts. During week 8 we observe a decrease of the buzz volume. 3287 7186 conversations 1842 Data collection still 1078 ongoing for week 9 195 94 9 13 17 35week 1 -2011 week 2 - 2011 week 3 - 2011 week 4 - 2011 week 5 - 2011 week 6 - 2011 week 7 - 2011 week 8 - 2011 week 9 - 2011 - 1 to 7 jan - 8 to 14 jan - 15 to 21 jan - 22 to 28 jan - 29 jan to 4 - 5 to 11 feb - 12 to 18 feb - 19 to 25 feb - 26 to 28 feb feb BUZZ VOLUME Helps adjusting
  23. 14% 86% Message present Message not presentHelps adjusting
  24. PEERS ADVOCATES COLLEAGUES JUDGESBringing consumers in the boardroom/Ad agencyBreeding success by changing the hearts, minds, and actions of your people.
  25. AfterConsumers as JUDGESProviding you with valuable feedbackHelping you learn. Helping you getting betterBenchmarking you with competitors
  26. And purchase intention! X 1,4A good TV ad combines likeability and brand activation.Helps Justifying
  27. 3 core elements to measure
  28. Helps improving
  29. #1 Consumers are prettydamn smart. @eliasveris
  30. #2 They can be involved at any time inyour process. @eliasveris
  31. #3 Involvement aims forimprovement. Always. @eliasveris
  32. Thanks!Find me on twitter via @eliasverisOr via elias.veris@insites.euOr via +32 486 34 80 35

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