1. From Asking to Listening:
Leveraging Insights from a
connected world.
Dr Laurent Florès, Founder, crmmetrix
lflores@crmmetrix.com
Associate Professor, Université Paris II Panthéon-Assas
www.twitter.com/laurentflores

2. N° 1 theme:
Markets are
conversations
Do brands really
« converse » ?
No, they mainly talk

3. Brands talk rather than listen
3000 messages every day, 188 by
hour, 3 per minute
The ratio of listening to talking is 1
to 50 (Source: Esomar & Veronis
Suhler)
They call it being « customer
centric »…

4. Yes time to change!
And time to Listen more…

5. How can we « re-invent » ourselves and
develop new market research practices
that meet the challenges of the “horizontal
world”

6. You say Listening, but How ?
Leverage the potential of online conversations to
listen to them (blogs, forums): netnography
(Passive Listening)
Source: Blogpulse Source: RTGI

7. Is the Crowd wise?
Multiple examples show
indeed that the Crowd is
often wise (under specific
conditions):
- Iowa Stock Exchange
- Hollywood Stock Exchange
- Predictive Markets
Nowadays, Google is often of
great help too « Listen »…

8. Listening & Observing the Crowd with Google
(Insights for Search & Ad Planner) for trend detection and
competitive intelligence.

9. Predicting the present and immediate future…
Anticipating the possible future: Facebook, the new
Google?

10. How about the 2008 US Election?
During the democrat party candidate election, Search levels
clearly showed a favorable trend for Obama vs Clinton…
Obama vs Clinton
Source: Google Trends Search

11. « An image is worth 10,000 words »…

12. Hillary seemed clearly less « popular »

13. The outcome of the 2008 US Election, Search
showed us the way!
You know of course… The Web knew as well with early
predicting signals and trends…
Obama vs McCain
Source: Google Trends Search

14. Using Website visits as proxies for forecasting
movies in market success

15. The inclusion of movie pre-release website trafic
improves sales prediction by 50%! (*)
(*) Belvaux B. et Florès L. : "L'utilisation des proxies du web pour la prédiction des marchés.
Une application au marché cinématographique« , Décisions Marketing, 57, 2010.

16. Behind blogs, forums, searches, images, the
web are…. People
Those people are active, participative,
insightful
They want to “participate”, are ready to
“collaborate” rather than only
“respond”…

17. How to leverage the potential of
“People’s Participation/Cooperation” to
develop new market research
solutions?

18. Leverage participation to “better” listen to consumers when you ask
questions: “Active Listening” with brandDelphi a “qual/quant
approach”…
how brandDelphi works : the insight delivery process
Niche ideas Star ideas
Static ideas Category drivers
The system retains the
Consumers are They express The result: a
most promising ideas
invited to their ideas consultation
dynamically -the ideas
‘dialogue’ online and review platform that
are classified according
around specific the opinions allows thematic
to their ‘traction power’
scenarios of the others development and
attraction among
concept build
consumers

19. idea analysis
brandDelphi™
brandDelphi™
Allows ideas – even those that began as just ‘weak
Topscore signals’ - are placed on the brandDelphi™ Insight
Map, and prioritized for action
The analysis is both qualitative and quantitative,
and specific idea/word performance can be gauged .
Niche ideas Star ideas
Importance
Static ideas Category drivers
Relevance

20. The move to “Research Based Community” or MROC

21. Give Back: Build Recognition, Respect through Feedback

22. RBC: “Research Based Community”
MROC = Market Research Online Communities
Passive Listening
Consumers Consumers
g
nin
iste
L
ive
Brand Act

23. A Taxonomy of New MR
(Source: Ray Poynter)

24. So, in a nutshell:

25. Toward a New Research Paradigm?
The vertical world The horizontal world
QUESTIONNING LISTENING
ONE SHOT ALWAYS ON
QUANT vs QUAL QUANT & QUAL
TRANSACTIONAL RELATIONNAL
REPRESENTATIVE TARGETED
DESCRIPTIVE INSIGHTFUL
SCIENTIFIC ART & SCIENCE

26. From Asking to Listening
Listen passively and actively through different
contact points (specially at the ones where
consumers come to meet you/peers)
Develop conversations
Specifially with your most valuable consumers
Respect People and Have Fun

27. because conversing and
learning from each other is the
best way to develop and
strengthen relationship

28. Thank You for “Listening”…
My turn to Listen….☺
Dr Laurent Florès, Founder, crmmetrix
lflores@crmmetrix.com
Associate Professor, Université Paris II Panthéon-Assas
www.twitter.com/laurentflores