The document discusses the evolving role of social media in understanding consumer relationships, emphasizing that consumers value connections with each other more than with brands. It advocates for augmented research techniques that integrate qualitative data with social behavior, location, and storytelling to create a more immersive understanding of brand engagement. The future of research lies in leveraging real-time data to build adaptive strategies that embed brands into the social fabric.

1. Augmented ResearchPlugging Brands into the Fabric of SocietyFrancesco D’Orazio, Research Director, @abc3d1

2. We have been asking the wrong question

3. “We talk of the relationships consumers have with our brands as if they were primary but the data points to things being otherwise. Consumers’ most valuable relationships are not with brands but with other consumers” Mark Earls

5. Social media allow us to learn about the relationships and interactions between consumers and how brands can fit into that equation Cosmic 140 © Information Architects, Inc. 2010

6. Social Media allow us to see how interactions play out at network level

7. How do you fit into peoples lives?What does it mean to be human?© Avatar Sculpture Works 2005

8. SMinR 2010 “most researchers are not immersed in it…social media is still viewed by many as just a tool rather than as an immersive environment.”full Social Media In Research 2010 Study at http://www.facegroup.co.uk/category/sminr

9. Currently we look at social media like a butcher looks at a carcassCutting by keywordsAggregating by channelsWeighting by influence

10. © AlexandreFarto aka Vhils 2010We are only just scratching the surface > CONTENT

11. © AlexandreFarto aka Vhils 2010Missing out on CONTEXT > stories, social spaces, physical spaces…BEHAVIOUR > activities, purchase, consumption…

12. The code behind a tweet

13. “you can’t turn data into a story without joining the data with, well, other data.”

14. “A Periodic Table of Human Behaviours” David Bausola

15. A few types of available data…SocialLocationBehavioural

16. Social+Behavioural Data will lead towardsPersonal Predictive AgentsLocation data as “Remote Control for Reality” (Amber Case)Networks of sensors will make for a sentient web of sentient objects

17. In the near future we are going to ‘wear data’ like we wear clothes* *Provided we get granular control over it

18. “Your Life in 2020” © FrogDesign 2010

19. “Your Life in 2020” © FrogDesign 2010

20. “Your Life in 2020” © FrogDesign 2010

21. We are increasingly able to access vast amounts of information in a structured way through APIs

22. Access to real-time data allows us to:Authenticate informationBe adaptive, optimize product and strategyIncrease satisfactionBetter understand context and behaviourPredict future behaviour

23. It’s up to us to come up with creative ways to join the dots

24. Augmented Researchdata-powered qualitative research for the network age

25. the packaging looks cool but...PICTUREPOLLSThis is social media mining. How do we augment it?CHATlove this ad...did you hear that..saw this on fbBLOGthis is cool..check this outVIDEOactionweb scanactiontargeted monitoringfeedbackfeedbacknoise reductionrefined mentionsfeedbackfeedbackanalysisreporting

26. More on Pulsar Social Media Mining Solutions

27. More on Pulsar Social Media Mining Solutions

28. Augmenting the mining with nethnography

29. Augmenting the mining with ethnography

30. Augmenting the mining with crowd-sourcing

31. Augmenting the mining with social experimentsRandomized sampling

32. Augmenting the mining with social data i.e. Twitter Streaming/REST, facebook Open Graph APIs

33. Augmenting the mining with location data

34. Augmenting the mining with CRM andbehaviouraldata

35. Augmenting the mining with storytelling

36. Augmenting the mining with storytelling

37. Augmenting the mining with robots

38. The social web provides inspirationBots are like magnets, they learn and createrather than sever and aggregate

39. And this is a market research community. How do we augment it?More on Face Research Communities here

40. Augmenting market research communities with social dataMore on Face Research Communities here

41. Augmenting market research communities with category/subject dataMore on Face Research Communities here

42. Augmenting market research communities with social creativityMore on Face Research Communities here

43. Augmenting nethnography with location data

44. Up till now, social media in research has been mostly about LISTENING. [ > to CONTENT > from a DISTANCE ]

45. But the opportunity is much bigger than listening.It’s about plugging brands directly into the fabric of society

46. Research as a tune in operation that can turn an organization into a live networked organism

48. Thanks!@abc3dfrancesco@facegroup.co.ukwww.facegroup.co.uk