Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Seek #DIGNC Digital Non-Conference Conversation starter

824 views

Published on

  • Be the first to comment

  • Be the first to like this

Seek #DIGNC Digital Non-Conference Conversation starter

  1. 1. !" digital non-conference! september 23, 2010! social media research: understanding the WHY!
  2. 2. !" in a nutshell! •  method playtime! •  what social media does for qualitative! •  what qualitative does for social media research! •  case studies! •  tips! •  questions & builds!
  3. 3. method playtime! 3! #" divide into teams of 4.! objective: ! understand folding clothes from the consumer perspective: emotions, pain points, habits and practices.! Activity A! One person is interviewer, one person is respondent. Other two are observers. Interviewer, seek to understand how the respondent folds his or her clothes. Observers, capture anything you learned that answers the objective.!
  4. 4. method playtime! 4! #" divide into teams of 4.! objective: ! understand folding clothes from the consumer perspective: emotions, pain points, habits and practices.! Activity B! One person is respondent. Other three are observers. Respondent, demonstrate folding the t-shirt. Observers, capture anything you learned that answers the objective.!
  5. 5. method playtime! 5! #" divide into teams of 4.! objective: ! understand folding clothes from the consumer perspective: emotions, pain points, habits and practices.! Activity C! User-generated content across the web is your research source. Scour YouTube, Twitter, Blogs or wherever else you think you can learn the story of folding clothes. Capture anything you learned that answers the objective.!
  6. 6. 6! #" emotion analysis.! what does this actually do for us?!
  7. 7. 7! #" going deeper (social media WHY)! •  Two camps: those who find it relaxing and those who hate it!! •  Folding laundry is toward the top of the list of dreaded chores! •  Contributors to hating folding clothes:! •  Causes back pain! •  Heat of laundry room and clothes makes it uncomfortable! •  Others in family disagree over how they should be folded! •  Time consuming! •  Where clothes are folded:! •  On top of dryer! •  Kitchen table! •  Living room floor! •  Solutions:! “The only reason I •  Drink while folding! hate doing laundry is •  Pile up over the week, then fold all in one night! because I hate •  Wonderfold or Dr. Fold folding board! folding clothes.”! •  Enjoy the way the laundry smells!
  8. 8. !" •  Bigger window into the whole person! •  Contextual in-road to get what does social the right research the media do for first time! -  ! •  Non-disruptive, in- qualitative expensive and already research?! there!
  9. 9. 9! #" it’s about the person and their story.! Ethnography! Shop-Alongs! Online Bulletin Focus Groups! Boards!
  10. 10. 10! #" it’s about the person and their story.! Ethnography! Shop-Alongs! Microblogs! Frequent Spots! Online Bulletin Focus Groups! Boards! Life in Pictures! Blog Media!
  11. 11. what does social media research do for qualitative?! 11! #" It's the contextual in-road to get the right research the first time.! Learn about Target Optimize Focus ! Consumer.! Objectives.! Qual Guide.! Recruit the right people Get a quick read on how Narrow to the questions that through verifying hypotheses your objectives fall for you couldn’t answer online about the target and using consumers: are they and dig deep – utilizing the most consumer-friendly relevant? is something else respondent incentive and language in the screener.! more important to recruiting costs to their consumers?! fullest.!
  12. 12. what does social media research do for qualitative?! 12! #" non-disruptive! inexpensive! already there! Disrupting the fish pond No recruiting, no Very short wait time; can change behavior.! incentives, no travel, no data is already out OOO time! there, just waiting to be =! harvested and Very low investment for analyzed.! high return!!
  13. 13. !" •  The WHY behind larger scale behavioral data! •  Gives more than sentiment what does a and explains sentiment! qualitative •  Structure for threading seemingly disparate perspective do for -  ! comments into themes! social media •  Drive to search deeper to understand the whole research?! person! •  “English Major’s Take”!
  14. 14. #" sources of WHY data! •  RECALL" What they say they do, and why they think they did it" Focus Group Respondent: "When I'm at home, I try to fold the t-shirts as quickly as possible out of the dryer so they don't get wrinkles."" •  OBSERVATION" What you can see them do, and why they might have done it" In-Home Laundry Observation: She leaves the t-shirts in the dryer for hours before folding, so they wrinkle anyway." •  REAL-TIME DOCUMENTATION" What they document doing as they are doing it, with real-time feedback on why" Tweet: "I'm so sick of folding clothes every other day, I'm keeping them until the end of the week to do them all at once."!
  15. 15. 15! #" applications:! Ideation" Leveraging not only what consumers are asking for but also why they are asking for it! •  Analogous categories! •  Different uses for the current product! •  Suggestions offered by consumers and painpoints! Benefits " Brand positioning in the benefit area that the brand has a right to win it! How are consumers talking about the benefits of one brand and it’s competitors and why?! Product Lifecycle " From ideation through product launch and refresh, watch consumer comments on why they do or don’t like the product and listen for suggested changes!
  16. 16. !" Look Beyond Sentiment." Social Media Research can do a lot more than just indicate overall sentiment; it can directly feed research objectives with focus, directional learning, and verbatims.! Dig Into Context." While individual verbatims can be powerful, following links to read them in their full context will shed light on motivation and decision-process. Follow links, read tips! threads, and let your target tell you what matters to her. You will find new topics, passion areas and nomenclature for brand new searches that will reveal even deeper information.! Learn and Leverage Their Language" Saturating your qualitative probing and discussions with real consumer language will help focus on the conversations on topics that really matter to your target.!
  17. 17. !" renee! renee@seekresearch.com! @Reneemmurphy! questions " & builds! justin! justin@seekresearch.com! @JustinAtSeek !

×