Nowadays consumer goods producers demand from their suppliers more than only the products themselves. Strategic suppliers like Symrise, as one of the leading suppliers for flavors and scents worldwide, have to meet their expectations regarding the knowledge of current trends, consumer needs and even innovative application and positioning possibilities.
This paper gives practical insight into B2B-specific business requirements and how the practical application of innovative, consumer-centric research methods like Netnography can be applied to strengthen the competitive situation of strategic suppliers as “preferred supplier” within the B2B2C eco system of the food market. The main intention of the paper will be to show how listening to social media with Netnography has generated real competitive advantages for Symrise (in terms of better insights & ideas as well as awareness & positioning/image).
This presentation provides insight into the open innovation and co-creation idea and describes a human-centred innovation approach with respect to the changing roles of market research and product design. The increased importance of strong interdisciplinary (internal) collaboration of researchers and designers for being successful in open innovation is emphasized. Only the combination of external co-creation and internal collaboration make open innovation programs successful. Embracing a human-centered innovation approach means also to intervene in existing structures of power within the company which are built upon hierarchy.
Netnography - Insights2.0 derived from Online-CommunitiesSteffen Hück
This presentation provides insight into my UNDESTANDING of netnography as a QUALITATIVE and EXPLORATORY OBSERVATIONAL research approach. By listening to natural occurring CONSUMER DIALOGUE in ONLINE COMMUNITIES Netnography allows to gain UNBIASED CONSUMER INSIGHTS and DEEP UNDERSTANDING of explicitly verbalized and implicitly existing NEED- and SOLUTION-INFORMATION of highly INVOLVED CONSUMERS. Furthermore for us it is a great approach to start consumer-centric (open) INNOVATION and COCREATION projects.
Activity-Based Serendipitous Recommendations with the Magitti Mobile Leisure ...bo begole
This paper presents a context-aware mobile recommender system, codenamed Magitti. Magitti is unique in that it infers user activity from context and patterns of user behavior and, without its user having to issue a query, automatically generates recommendations for content matching. Extensive field studies of leisure time practices in an urban setting (Tokyo) motivated the idea, shaped the details of its design and provided data describing typical behavior patterns. The paper describes the fieldwork, user interface, system components and functionality, and an evaluation of the Magitti prototype.
This presentation provides insight into the open innovation and co-creation idea and describes a human-centred innovation approach with respect to the changing roles of market research and product design. The increased importance of strong interdisciplinary (internal) collaboration of researchers and designers for being successful in open innovation is emphasized. Only the combination of external co-creation and internal collaboration make open innovation programs successful. Embracing a human-centered innovation approach means also to intervene in existing structures of power within the company which are built upon hierarchy.
Netnography - Insights2.0 derived from Online-CommunitiesSteffen Hück
This presentation provides insight into my UNDESTANDING of netnography as a QUALITATIVE and EXPLORATORY OBSERVATIONAL research approach. By listening to natural occurring CONSUMER DIALOGUE in ONLINE COMMUNITIES Netnography allows to gain UNBIASED CONSUMER INSIGHTS and DEEP UNDERSTANDING of explicitly verbalized and implicitly existing NEED- and SOLUTION-INFORMATION of highly INVOLVED CONSUMERS. Furthermore for us it is a great approach to start consumer-centric (open) INNOVATION and COCREATION projects.
Activity-Based Serendipitous Recommendations with the Magitti Mobile Leisure ...bo begole
This paper presents a context-aware mobile recommender system, codenamed Magitti. Magitti is unique in that it infers user activity from context and patterns of user behavior and, without its user having to issue a query, automatically generates recommendations for content matching. Extensive field studies of leisure time practices in an urban setting (Tokyo) motivated the idea, shaped the details of its design and provided data describing typical behavior patterns. The paper describes the fieldwork, user interface, system components and functionality, and an evaluation of the Magitti prototype.
In order to improve personal and organizational knowledge, people have to take time to make sense of the information torrent. If not, it remains merely information. Unfortunately, many of today’s knowledge workers don’t have the time, discipline or the essential skills to select, filter, evaluate and comprehend their multifarious information sources. This can lead to missed opportunities, poor decision-making and suboptimal performance. The 21st century knowledge worker needs to be confident and comfortable with using social technologies and engaging with communities and social learning networks to update his or her knowledge in order to remain relevant. This session explores some of the tools, skills and processes that can help with information sense-making, and looks at the emergent roles of the Community Manager and Digital Curator in delivering value to learning networks.
Hyve presentation at InnoCos Europe conference in Paris, June 2011KGS Global
INSPIRING INNOVATION THROUGH CO-CREATION
Among other online co-creation tools such as crowdsourcing platforms or co-creation studies, co-creation processes are initiated by a phase of “opportunity seeking” in which the Netnography approach is applied. In contrast to quantitative, IT-driven counting of keywords and phrases through web monitoring solutions, Netnography is a qualitative research approach to analyze conversations in order to gain deep Consumer Insights and transfer them into product solutions. The presentation gives an overview of the method as well as the business benefits of the Netnography approach for generating Consumer Insights.
Practical Cases from the cosmetics industry
A toolset of co-creation and open innovation
Realizing and implementing co-creation programs form opportunities and ideas to product launch
Dr. Michael Bartl, CEO , HYVE AG.
This is the full slidedeck of our 'Consumer Insightment' Smartees Breakfast session on 28 February 2013. The main focus is on how to arrive at potent consumer insights. Presentation by Annelies Verhaeghe (Head of Research Innovation InSites Consulting), Simon McDonald (Business Director Media & Entertainment InSites Consulting) & Emma Martin (Senior Trade Insights Executive BBC Global News Ltd).
Online kwalitatief onderzoek
Herkent u deze situaties? Uw doelgroep is geografisch heel wijdverspreid, heeft een lage penetratie, respondenten kunnen niet persoonlijk naar een onderzoekslocatie komen of u voelt al aan dat men bij online onderzoek waarschijnlijk opener zal zijn dan bij een face-to-face onderzoek. Voor dit soort situaties is Synovate @Life is een goed alternatief voor de conventionele kwalitatieve onderzoeksbenadering.
Synovate @Life technieken kunnen ook complementair zijn aan traditionele onderzoekstechnieken. Bijvoorbeeld voor het verkennen van hypotheses of nieuwe ideeën die zijn voortgekomen uit traditioneel kwalitatief onderzoek Of bij het verzamelen van feedback over een product dat op de markt gelanceerd is of een service die uw klant heeft uitgeprobeerd.
Synovate @Life biedt vele mogelijkheden, zoals:
@Life Online Bulletin Boards: (geleide vraag-en-antwoordsessie van meerdere dagen.
@Life Online Focus Groups: "real-time live chat" met een groep respondenten.
@Life Online In-Depth Interviews: "real-time" vertouwelijk on-line gesprek.
Synovate @Life-technieken hebben als voordeel dat de transcripts direct gegenereerd worden, dat u kunt kiezen uit verschillende rapportage formats en dat er geen reistijd en -kosten zijn.
Consumer Insightment Smartees Seminar 2012 (Ghent - BE)InSites on Stage
On November 13 2012, InSites Consulting organized a Consumer Insightment Seminar in our office in Ghent, Belgium. The main focus is on consumer insightment and how one can arrive at potent consumer insights. The main theme is elaborated, followed by some interesting case studies of AirFrance KLM and AB InBev.
In order to improve personal and organizational knowledge, people have to take time to make sense of the information torrent. If not, it remains merely information. Unfortunately, many of today’s knowledge workers don’t have the time, discipline or the essential skills to select, filter, evaluate and comprehend their multifarious information sources. This can lead to missed opportunities, poor decision-making and suboptimal performance. The 21st century knowledge worker needs to be confident and comfortable with using social technologies and engaging with communities and social learning networks to update his or her knowledge in order to remain relevant. This session explores some of the tools, skills and processes that can help with information sense-making, and looks at the emergent roles of the Community Manager and Digital Curator in delivering value to learning networks.
Hyve presentation at InnoCos Europe conference in Paris, June 2011KGS Global
INSPIRING INNOVATION THROUGH CO-CREATION
Among other online co-creation tools such as crowdsourcing platforms or co-creation studies, co-creation processes are initiated by a phase of “opportunity seeking” in which the Netnography approach is applied. In contrast to quantitative, IT-driven counting of keywords and phrases through web monitoring solutions, Netnography is a qualitative research approach to analyze conversations in order to gain deep Consumer Insights and transfer them into product solutions. The presentation gives an overview of the method as well as the business benefits of the Netnography approach for generating Consumer Insights.
Practical Cases from the cosmetics industry
A toolset of co-creation and open innovation
Realizing and implementing co-creation programs form opportunities and ideas to product launch
Dr. Michael Bartl, CEO , HYVE AG.
This is the full slidedeck of our 'Consumer Insightment' Smartees Breakfast session on 28 February 2013. The main focus is on how to arrive at potent consumer insights. Presentation by Annelies Verhaeghe (Head of Research Innovation InSites Consulting), Simon McDonald (Business Director Media & Entertainment InSites Consulting) & Emma Martin (Senior Trade Insights Executive BBC Global News Ltd).
Online kwalitatief onderzoek
Herkent u deze situaties? Uw doelgroep is geografisch heel wijdverspreid, heeft een lage penetratie, respondenten kunnen niet persoonlijk naar een onderzoekslocatie komen of u voelt al aan dat men bij online onderzoek waarschijnlijk opener zal zijn dan bij een face-to-face onderzoek. Voor dit soort situaties is Synovate @Life is een goed alternatief voor de conventionele kwalitatieve onderzoeksbenadering.
Synovate @Life technieken kunnen ook complementair zijn aan traditionele onderzoekstechnieken. Bijvoorbeeld voor het verkennen van hypotheses of nieuwe ideeën die zijn voortgekomen uit traditioneel kwalitatief onderzoek Of bij het verzamelen van feedback over een product dat op de markt gelanceerd is of een service die uw klant heeft uitgeprobeerd.
Synovate @Life biedt vele mogelijkheden, zoals:
@Life Online Bulletin Boards: (geleide vraag-en-antwoordsessie van meerdere dagen.
@Life Online Focus Groups: "real-time live chat" met een groep respondenten.
@Life Online In-Depth Interviews: "real-time" vertouwelijk on-line gesprek.
Synovate @Life-technieken hebben als voordeel dat de transcripts direct gegenereerd worden, dat u kunt kiezen uit verschillende rapportage formats en dat er geen reistijd en -kosten zijn.
Consumer Insightment Smartees Seminar 2012 (Ghent - BE)InSites on Stage
On November 13 2012, InSites Consulting organized a Consumer Insightment Seminar in our office in Ghent, Belgium. The main focus is on consumer insightment and how one can arrive at potent consumer insights. The main theme is elaborated, followed by some interesting case studies of AirFrance KLM and AB InBev.
Marian Salzman, CEO of Havas PR North America and a world-renowned trendspotter, reports on futurecasting, also known as newscrafting.
Among the many trends she and her teams have spotted and exploited to make news in recent years are the metrosexual, “Sleep is the new sex,” “Cellphones are the new trans fats” and the massification of organics. Learn how to stay on top of the zeitgeist and decipher what the future holds in order to create and sustain news.
With innovation cycles becoming shorter and shorter, the foresight skills become one of the most important in building sustainable brands, businesses and products. Here is a short introduction outlining the ways in which we can systematically think about trends and their impact.
Future Agenda The world in 2025 - FinalFuture Agenda
This is the full range of 60 key insights for the next decade as identified by the 2015 Future Agenda programme. After 120 workshops in 45 cities exploring 24 topics, these are the issues that have been seen to be the core drivers of change for the world in 2025. Available in more detail on the future agenda website, this pdf summary is designed to stimulate thinking on how we can address and build on some of the pivotal challenge we face globally. We hope you find it useful stimulus for discussion and debate on the years ahead.
Funded by the Finnish government (Tekes), the Playbook for Strategic Foresight and Innovation is a free how-to guide for learning innovation best practices and inculcating them in an organization. It is packed with over 250 pages of step-by-step instructions, diagrams, tips, examples, worksheets, case studies, and more.
Authors: Tamara Carleton, William Cockayne, Antti Tahvanainen
Sample excerpt. Download a free full copy from www.innovationacademy.io
Origins of "Augmented Intelligence" concept (based on the Shyam Sankar's TED talk)
List of top 3 Augmented Intelligence companies with deep dive into their products' details (and quick look into their business models, w/o numbers).
Deep dive into the "Augmented Intelligence" technology (by using Palantir as an example).
A look at the future of the Augmented Intelligence.
Digital ecosystems will be the next big wave of enterprise disruption. Traditional boundaries between industry verticals are fading. The result? Unexpected newcomers are creating market power shifts.
The 2016 CES Report: The Trend Behind the Trend360i
Hot off the press, we’re bringing you our annual CES recap report. Our team scoured the showroom floor, and explored the week's hottest topics in social media, to bring you the best of the 2016 International Consumer Electronics & Technology Show.
What does the future look like? Is it a dark space where we’re suffering from varying degrees of techamphetamine or are we heading towards a Utopian fantasy of abundance and harmony?
Understanding that our basic human needs and wants barely change, we explore the future state of a range of topics; from our need for physical sustenance through to our age-long fascination of transcending the limitations of our biology.
Looking at the future from a human perspective, our potential for greatness is teetering on a fine line between darkness and hope. We’re banking on the latter.
In Netnography, online observations and interactions are valued as a cultural reflection that yields deep human understanding. Like in Ethnography, Netnography is naturalistic, immersive, descriptive, intuitive, adaptable, and focused on context.
MRA Webinar on Social Media Research: Chocolate Covered ConversationsSKIM
Our social media research expert Sourabh Sharma was invited to give a webinar by the Marketing Research Association (MRA) on how to make social media research actionable
Emotion Economy: Ethnography as Corporate StrategyKelly Goto
Today’s consumer is hungry for something much deeper than a viral video. They’re looking for authentic connection. In this emerging Emotion Economy, brands must build products and services that address people’s unspoken feelings, wishes, and needs. And business as usual won’t cut it. To succeed, companies must connect at an emotional level with their customers.
Originally presented at Enterprise UX, 2015 by Rosenfeld Media
What is social media research (Netnography + insight communities)nous sommes vivants
Brands not only need to reach their consumers, they need to engage them into meaningfull relationships at each touch points.Brands are not central to their interactions, people interact with other people to share their experiences
Using social media for market research and new product development: the case ...Merlien Institute
Using social media for market research and new product development: the case of Hallmark
Thomas Brailsford - Consumer Understanding & Insight Manager - Hallmark Cards
Evaluating the use of social media data as a research tool. Sharing what we learned and observed from a specific project: what worked and what didn’t. Highlighting paradigms of traditional research that are seriously challenged by the use of social media data.
International Customer Experience World PresentationChantel Botha
Design tips for brands who want to be loved in social media
In this mobilized, socialized world it becomes more and more important for brands to understand the consumer’s always changing expectations. I now expect my grocer to tweet back in 10 minutes because my bank does it and I expect my favourite neighbourhood coffee shop to give me discounts when I check in on Foursquare because Starbucks does it.
The experience designer is faced with challenges that the always on-net and social consumer creates through their reasonable and sometimes unreasonable expectations. Word of mouth has turned into word of the ever mighty thumb and in his mobile world, all I have to do is tweet a brand about how angry they make me and instantly I can influence the purchasing behaviour or my and their followers.
This presentation will share insights of how to design experiences for the traditional and now social channels with the aim to be transparent, consistent, authentic and true to the brand’s essence.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
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Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
VAT Registration Outlined In UAE: Benefits and Requirements
Netnography - listening to social media from a B2B2C perspective (Esomar Online Research 2010)
1. ONLINE RESEARCH 2010
E-Universe: The Power of Listening
Listening to Social Media from a B2B2C Perspective
How to strengthen the competitive role as “preferred supplier” with Netnography
Steffen Hück, Julia Jonas (HYVE)
Cornelia Lichter, Anne Grünhagen (SYMRISE)
Berlin, 18th October 2010
3. Netnography Process
Systematic Listening to online Conversations
Research Social Media Social Media Data Analysis Product
Definition Selection Observation and Insights Solutions
1 2 3 4 5
4. Netnography
“Doing Ethnographic Research Online”
• NETNOGRAPHY [interNET & ethNOGRAPHY] is a QUALITATIVE and EXPLORATIVE
research approach to analyze the CONSUMER DIALOGUE in SOCIAL MEDIA.
5. Netnography Characteristics
Qualitative Research Approach
Web Monitoring Netnography Web Monitoring
quantitative & automated data qualitative & manual research verification & comparison of
gathering & pre-categorization to gain deep understanding qualitative research findings
(Tool & Technology) (Method & Process) (Tool & Technology)
6. Netnography Characteristics
Explorative Research Approach
Traditional Research Social Media Research
pre-structured study designs flexible study designs
deductive research approach inductive research approach
sequential research process circular research process
7. Netnography
“Doing Ethnographic Research Online”
• NETNOGRAPHY [interNET & ethNOGRAPHY] is a QUALITATIVE and EXPLORATIVE
research approach to analyze the CONSUMER DIALOGUE in SOCIAL MEDIA.
• The EMPATHIC and NON-OBTRUSIVE online OBSERVATION and LISTENING enables the
Researcher to gain a DEEP UNDERSTANDING and UNBIASED CONSUMER INSIGHTS.
8. Netnography Characteristics
Unbiased Insights due to non-obtrusive Observation
spontaneous
& unreflected
implicit
& emotion
synchronous
interaction
special rooms with a “mirror” in
research institutes & test studios
Focus Groups
researcher participates in the
artificial group that is the object of research natural
biased unbiased
research conversation
& forced situation Ethnography situation
& involved
listening to natural occurring
social media conversations
asynchronous Social Media Research
interaction
explicit
& cognition
time-delayed
& content-rich
9. Netnography
“Doing Ethnographic Research Online”
• NETNOGRAPHY [interNET & ethNOGRAPHY] is a QUALITATIVE and EXPLORATIVE
research approach to analyze the CONSUMER DIALOGUE in SOCIAL MEDIA.
• The EMPATHIC and NON-OBTRUSIVE online OBSERVATION and LISTENING enables the
Researcher to gain a DEEP UNDERSTANDING and UNBIASED CONSUMER INSIGHTS.
• Analyzing explicitly verbalized and implicitly existing NEED- and SOLUTION-INFORMATION
of highly INVOLVED and CREATIVE CONSUMERS can lead to FRESHER INSIGHTS.
10. Netnography Characteristics
Fresher Insights by analyzing Need- & Solution Information
Health
… …
Sports
Solution Information
IT
Solution
for Company
Level 4
Solution Principle
… or Method
Level 3
Need Information
Problem / Desire; Disadvantage / Advantage;
Satisfaction / Dissatisfaction; Experience
Level 2
Motivation / Needs; Attitudes; Buying & Consumption Behavior
Level 1
11. Netnography
“Doing Ethnographic Research Online”
• NETNOGRAPHY [interNET & ethNOGRAPHY] is a QUALITATIVE and EXPLORATIVE
research approach to analyze the CONSUMER DIALOGUE in SOCIAL MEDIA.
• The EMPATHIC and NON-OBTRUSIVE online OBSERVATION and LISTENING enables the
Researcher to gain a DEEP UNDERSTANDING and UNBIASED CONSUMER INSIGHTS.
• Analyzing explicitly verbalized and implicitly existing NEED- and SOLUTION-INFORMATION
of highly INVOLVED and CREATIVE CONSUMERS can lead to FRESHER INSIGHTS.
13. Food Market Perspectives
Partners in delivering relevant Taste Solutions to Consumers
Symrise
Consumer & Symrise Customer Winning
customer´s
market needs platforms needs brands
solutions
INNOVATION IS A JOINT JOURNEY …
• Core competence CITRUS: Citrus is one of Symrise's most important business areas
• Consumer-driven and innovative: Strong focus on keeping consumers' needs and
perceptions in mind when developing visions for the products of the future
• Combining social media with Citrus competence: Working with web-based methods of
qualitative consumer research for generating insights
=> Netnography study on citrus beverages
14. Netnography-Objectives
What‟s next in Citrus Beverages?
Research Questions:
• How do consumers perceive Citrus in beverages?
(Natural or artificial? Sour or Sweet? Healthy?)
• What are emotions and associations of consumers when talking about citrus
beverages? (happiness, freshness, healthiness, ...) Does citrus taste influence the
consumer„s mood?
• What are the terms used by consumers when describing citrus taste?
• How do consumers discuss packaging and looks of citrus beverages?
• What types of beverages are linked to citrus taste in the consumers minds?
• Are there special occasions / consumption situations / contexts
in which consumers relate stronger / less to citrus taste beverages?
16. Social Media Sources
Overview of identified English-speaking Social Media Sources
Photos & comments on flickr give insights that go “beyond words”
www.flickr.com
Members: ~ 7 million
Pictures: several million
Threads: 54,126
English-speaking foto-community: Shared
pictures, reviews and comments on everything
from holiday pictures to photographic art and the
documentation of food & drink recipes
In Food Blogs valuable experiences, recipes and tips are shared
Numerous Blogs all about the love for food and
traditional grand-ma style related dishes. Pusheing
the exchange of recipes and tipps on the blog.
19. Data Analysis and Insights
Making Sense of unstructured Data
Insight
Insight
Insight
20. Consumer Insights
I Home-Made
As my mother and grandma did when I was a child, I love to treat
my family with home-made iced tea or lemonades on weekends in
summer. I think it„s cheaper and better to make these drinks
myself. Also I know what„s in there and I can just adjust my recipe
to my favorite ingredients like honey, lime and mint. I think it‟s
quick and easy to make beverages at home, but my sister for
example hates squeezing lemons.
22. Consumer Insights
I Home-Made
• Family and childhood: Home-made lemonade and Iced Tea remind people of their happy childhood.
• Taking care: There is a connection to taking care and doing something good to friends, guests or family.
Often it is made for BBQ, children‟s birthday parties or on a hot summer holiday at home in the garden.
Six major motives for DIY preparation of citrus drinks could be derived from consumer dialogues:
1. Taste: “home-made tastes best!”
2. Customization: Consumers modify recipes regarding carbonated or uncarbonated, the amount of juice, the
type and amount of sweetener or adding extra ingredients such as mint.
3. Natural: Home-made citrus drinks are perceived as healthier and cheaper than industrial sodas. For DIY
drinks it seems to be a plus for consumers to know the ingredients of their drink.
4. Tolerability: Health conscious and allergic consumers can use the type of sweetener they prefer and adapt
the amount of sugar, honey, stevia or agave syrup to their personal taste
5. Easyness: In most recipes, consumers state that lemonades and iced-teas are easy and quick to make.
6. Value for money: The simple dislike of supermarket drinks or the wish to copy existing drinks in a cheaper
version can be another reason that drives consumers to make their own citrusy drink at home.
4 major groups of preparation methods for citrus drinks were identified from user recipes:
– Simply poring together water or tea, fruit juice and sugar in a glass or jug.
– Making a fruit juice- sugar syrup that can be stored in the fridge and is mixed to taste with some water.
– Blending whole fruits with water & sugar, strain the peel & fill into a jug to get a bit bitter lemonade.
– Getting flavored water by simply letting fruit slices & herbs sit in water to let the water absorb the fruit flavor.
23. Food Market Perspectives
Partners in delivering relevant Taste Solutions to Consumers
Symrise
Consumer & Symrise Customer Winning
customer´s
market needs platforms needs brands
solutions
INNOVATION IS A JOINT JOURNEY …
BENEFITS OF LISTENING TO SOCIAL MEDIA…
Fresh Innovative Awareness Customer Customer
Insights and Taste & innovative Satisfaction & Brand
Trends Platforms Positioning & Retention Intimacy
24. Thank You!
Social Media Research and Netnography is a great
Steffen Hück starting point for doing research, because it is:
- explorative, due to flexible research design
Project Manager Innovation Research
HYVE AG - unobtrusive, due to passive observation
www.hyve.de - fresh & inspirational, due to highly involved users
steffen.hueck@hyve.de
twitter.com/netnoblography
Social Media Research and Netnography is not
Cornelia Lichter
limited to B2C Companies. It also can be applied for
many B2B Companies. Often it is only a question of
Marketing Director Beverages EAME
openness and market perspective.
Symrise AG
www.symrise.com
cornelia.lichter@symrise.com