This document outlines a research project called "Vesuvius: What Kind of Men Are You?" conducted by IP Plurimedia for a media client. The project uses a phased approach including idea generation from the public, a representative survey, and an online test to categorize men into profiles. The goals are to generate content for the client, increase readership, and recruit participants for Ivox's panel through a creative, viral campaign leveraging the client's media channels and IvoxTools' interactive capabilities.

1. CASES
CO-OWNED CLIENT –IVOX
PANEL THROUGH IVOXTOOLS
(IDEA & IPROFILE)
VESUVIUS – TRENDS &
MALE PANEL

2. CASE: IP PLURIMEDIA
VESUVIUS: WHAT KIND OF MEN ARE YOU?
CLIENT &
SECTOR
 IP PRESS
 Media
 Large scale research towards differences in preferences between men and
woman
 Using interactive web 2.0 online research and communication tools
 www.vesuvius2009.be
CASE
SPECS
 Media campaign (print and online)
 Win-win deal similar to ‘voice of Belgium’
– Large group of respondetns (due to fun and creative concept and set-up)
– Large media exposure
– Huge recruitment potential

3. CASE: IP PLURIMEDIA
VESUVIUS: WHAT KIND OF MEN ARE YOU?
 A Phased approach with 3 high level phases

Phase 0: call to action

Phase 1: idea gathering


APPROACH
Ability to scare ideas of others – iDEA -> iRATE


Advertiding in magazines, call to participate men & women to give their opinions
on 5 pre-defined themes / domains via www.vesuvius2009.be
Discover best ideas and list them
Phase 2: representative survey on Belgian male population


Online research on target group of representative male population


Most important ideas of phase 1 are basis
Resulting in different defined ‘profiles’ => algorythmes
Phase 3: the Vesuvius Man-test

Integration of earlier research results in online research tool

Men can do the test and compare themselves to each other and the ‘general
profiles’

Integration with facebook and social media

Media buzz

4. CASE: IP PLURIMEDIA
VESUVIUS: WHAT KIND OF MEN ARE YOU?
Example of one of the many advertisements in offline magazines
that are within the portfolio of IP Plurimedia:
PROCESS
&
VISUALS:
STEP 0: call to web action in
magazines
- Call-to-action campaign to
take part in the research
program.
- Wanted: man or women
with an idea
- Your opinion counts

5. CASE: IP PLURIMEDIA
VESUVIUS: WHAT KIND OF MEN ARE YOU?
Step 1: Online brainstorming through crowd sourcing & collective
intelligence: different topics were presented to the participants for
which they could give inputs
PROCESS
&
VISUALS:
Respondents could rate each other’s opinions that were
posted. As a result, participants could take a look at the top
30 ideas per category.
Men + Women

6. CASE: IP PLURIMEDIA
VESUVIUS: WHAT KIND OF MEN ARE YOU?
Step 1: Text mining analysis part 1: Information Extraction (IE)
Preliminary mock-up of English translation
Step 2: a quantitatively validating classical survey

7. CASE: IP PLURIMEDIA
VESUVIUS: WHAT KIND OF MEN ARE YOU?
Step 3: Online interactive test and survey module with instant segmentational
feedback
Instant benchmarks/ feedback: one can compare his
answers with the answers of others
Participants were able to
benchmark their
answers instantly
with the results of an
opinion poll that was
launched upfront, by :
Language, Age, Region
Based on one’s answers, the participant receives a
profile outcome based on 4 marketing profiles that
were deducted (by both the clients and the
researchers) from the previous research phases..
By using specific algortihms the profiles results could
be measured.
These results could be published and shared with
friends on Facebook to create a viral marketing effect
on top.
Integration with
Facebook

10. CASE: IP PLURIMEDIA
VESUVIUS: WHAT KIND OF MEN ARE YOU?
 Phased approach with clear structure & strategy & comm. strategy
 Use the 5 motivational factors, especially the non material ones to get many
participants
 Media clients’ excellent position & reach to call for action via various channels
VALUE
FOR
iVOX
 Offline
 Online
 Thus large potential to recruit and build iVOX panel
 Client open to win-win deal
 Furthermore create awareness & future sales for iVOX
 Large scale visibility and exposure
 Fun way of engaging with the population and buyers of the magazines
Value
For
Client
 Content generation => human interest story
 Positive impact on image
 Client retention and gaining new readers
 Interactive unique marketing at low relative cost!

11. CASE: IP PLURIMEDIA
VESUVIUS: WHAT KIND OF MEN ARE YOU?
 IBOPE is perfectly placed to sell these type of project to its media clients:
 IBOPE can strengthen its position in the media world by offering them this
unique type of content and coverage
IBOPE
INTERACTIVE
 Cross- and upselling from and to IBOPE’s current products & services to
existing as well as new clients
 Positive effect on IBOPE’s image => new, fresh, interactive…
 Elaborate similar deals with media and other clients
 Various types of projects possible with many different ‘subjects’ / ‘themes’
 Build the panel

12. CASE: IP PLURIMEDIA
VESUVIUS: WHAT KIND OF MEN ARE YOU?
 Phased approach with clear structure & strategy
 Use the 5 motivational factors, especially the non material ones!
 Create community feeling
 Feedback of results
 …
USP’s
What’s in it
for me?!
 Excellence in communication
 Media clients’ excellent position & reach to call for action via various channels
 iVOXTOOLS enabling this type of interactive qualitative research
 Socratos and iVOX know how (panel, algorythms, analysis of results)
 Set up and manage use of iVOXTOOLS => iDEA / iCOMPARE / iPROFILE
 Prepare idea generation and analysis of answers
CONCRETE
DELIVERABLES
 Set up algorhythms for profile-definiton
 Large communication campaign and call to action
 Integration with social media etc
 Reporting on participation and progress of the research (coninuous)
 …