This document discusses listening to consumers through social media research. It highlights various social media platforms that can be used to listen, and emphasizes the importance of crafting strategies based on consumer insights. Examples are provided of analyzing brand sentiment and conversations on social platforms to better understand triggers, needs, and opportunities for brands. The key message is that companies should go beyond just listening on social media and take action based on consumer feedback.
(Re)defining Toy Brands Through Human FundamentalsBRAND AVIATORS
Did you know that toys act as masters of transformation, transition mediators, cosmic manipulators, vehicles for imagination, conscious illusions, psychic integrators, life balancers, outlets for aggression, conflict solvers, primal comforters, islands of happiness, guarantors of youth, rule breakers, revolution instigators, life framers, uncritical companions, objects of care, caregivers, psychological nourishment, silent companions, mind feeders, thought instigators, action generators, tools of development, means of self-assertion, laboratories of the possible, creation triggers, expressions of individuality, personality constructors, writers of our destiny, vital experiments, world reinventors, freedom inducers? Successful toys have the ability to create frenzy, euphoria, exhilaration, exultant joy, gaiety, gladness, and laughter that absorb us completely, intensively, and tumultuously. Understand the deep motives underpinning our toy buying behaviour and build toy brands and narratives that engage people at a profoundly human level.
Webinar “Turning online shops into a happy place” from the Festival of #NewMRSKIM
Sales are increasingly migrating to online retail. In traditional retail, we know well how to sell by persuading customers. Online retail environments are less mature and are more technically driven, often not based on knowledge about the customer and how to lead her through the sales process in a satisfying way. It may result in lower conversion rates and expenditures than the opportunity warrants and in lower customer satisfaction rates than desired to drive repeat business.
Find out more at www.skimgroup.com/webinar-new-mr-choice-modeling.
SKIM webinar "Product Portfolio and Revenue Optimization"SKIM
Ever wondered if you should increase your product price or decrease your pack size? Among the many options your pricing, strategy, and research teams face in a competitive consumer environment, this is one of the most common. In our webinar we explore ways to optimize your pricing and your product portfolio composition to maximize overall revenue.
SKIM at Sawtooth Software Conference 2012: Analyzing Menu-based Conjoint mode...SKIM
At Sawtooth Software's 2012 Conference, our methodologists Gerard Loosschilder and Paolo Cordella presented two approaches to analyzing Menu-Based Choice modeling data on their predictive validity.
SKIMspiration London presentation: Common beliefs about pricing: myth or truth?SKIM
Would you like to know if changing your pack size is a better idea than changing your price? Do you wonder if price is more important for some categories than others? During a fun, interactive session, we showed how over 100 different pricing studies conducted by SKIM helped us generate knowledge on consumer pricing behavior.
In this presentation, Mario and Marko showcased commonly made assumptions in pricing and dispels them as myths or confirms them as truths!
For more presentations from SKIMspiration London, visit www.skimspiration.com/downloads.
Investing in the most creative idea or the newest manufacturing tool is most often not enough to ensure success. What if consumers are not ready for it yet? Or not prepared to pay a premium for it?
One of our consumer research specialists Nancy Savoya, showed how you can pinpoint exactly which packaging features create the most value for your customers, and most importantly: how much they are willing to pay for them.
(Re)defining Toy Brands Through Human FundamentalsBRAND AVIATORS
Did you know that toys act as masters of transformation, transition mediators, cosmic manipulators, vehicles for imagination, conscious illusions, psychic integrators, life balancers, outlets for aggression, conflict solvers, primal comforters, islands of happiness, guarantors of youth, rule breakers, revolution instigators, life framers, uncritical companions, objects of care, caregivers, psychological nourishment, silent companions, mind feeders, thought instigators, action generators, tools of development, means of self-assertion, laboratories of the possible, creation triggers, expressions of individuality, personality constructors, writers of our destiny, vital experiments, world reinventors, freedom inducers? Successful toys have the ability to create frenzy, euphoria, exhilaration, exultant joy, gaiety, gladness, and laughter that absorb us completely, intensively, and tumultuously. Understand the deep motives underpinning our toy buying behaviour and build toy brands and narratives that engage people at a profoundly human level.
Webinar “Turning online shops into a happy place” from the Festival of #NewMRSKIM
Sales are increasingly migrating to online retail. In traditional retail, we know well how to sell by persuading customers. Online retail environments are less mature and are more technically driven, often not based on knowledge about the customer and how to lead her through the sales process in a satisfying way. It may result in lower conversion rates and expenditures than the opportunity warrants and in lower customer satisfaction rates than desired to drive repeat business.
Find out more at www.skimgroup.com/webinar-new-mr-choice-modeling.
SKIM webinar "Product Portfolio and Revenue Optimization"SKIM
Ever wondered if you should increase your product price or decrease your pack size? Among the many options your pricing, strategy, and research teams face in a competitive consumer environment, this is one of the most common. In our webinar we explore ways to optimize your pricing and your product portfolio composition to maximize overall revenue.
SKIM at Sawtooth Software Conference 2012: Analyzing Menu-based Conjoint mode...SKIM
At Sawtooth Software's 2012 Conference, our methodologists Gerard Loosschilder and Paolo Cordella presented two approaches to analyzing Menu-Based Choice modeling data on their predictive validity.
SKIMspiration London presentation: Common beliefs about pricing: myth or truth?SKIM
Would you like to know if changing your pack size is a better idea than changing your price? Do you wonder if price is more important for some categories than others? During a fun, interactive session, we showed how over 100 different pricing studies conducted by SKIM helped us generate knowledge on consumer pricing behavior.
In this presentation, Mario and Marko showcased commonly made assumptions in pricing and dispels them as myths or confirms them as truths!
For more presentations from SKIMspiration London, visit www.skimspiration.com/downloads.
Investing in the most creative idea or the newest manufacturing tool is most often not enough to ensure success. What if consumers are not ready for it yet? Or not prepared to pay a premium for it?
One of our consumer research specialists Nancy Savoya, showed how you can pinpoint exactly which packaging features create the most value for your customers, and most importantly: how much they are willing to pay for them.
This a presentation that I put together in May 2011 that discusses Innocent Smoothies' success with social media.
The brand identity is analyzed using all communication platforms, secondary research formed the basis of the competitive analysis, and a full out analysis using listening was used to describe and critique their social media landscape.
Sweet Emotion: What makes content go viral and how marketers can design conte...Peter Abbott
Find out what cake, blending I-Pads, subway sandwich baby, and Willy Wonka have in common. Discover what makes content go viral and how marketers can design content to influence sharing.
Rupa is one of India's biggest innerwear brands. This presentation was designed as a conversation starter for a meeting without any brief. Here are some ideas on one of Rupa's brands that attempts to create an independent movement around the consumer and the product.
an AGORA Marketing Group publication
Volume 01. Issue 02.
Yen by AGORA is for marketing people who have a yen for inspiration. Learn something new. Refreshing ideas with new perspectives.
Turning tactical discounts into an effective price promotion strategy - EPP P...SKIM
Download this deck https://hubs.ly/H09r22T0
In the EPP Global Pricing Forum, we held a boot camp on turning tactical discounts into an effective price promotion strategy.
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Similar to InnoCos Conference Chairman's opening speech: Listening to your consumer via social media research
This a presentation that I put together in May 2011 that discusses Innocent Smoothies' success with social media.
The brand identity is analyzed using all communication platforms, secondary research formed the basis of the competitive analysis, and a full out analysis using listening was used to describe and critique their social media landscape.
Sweet Emotion: What makes content go viral and how marketers can design conte...Peter Abbott
Find out what cake, blending I-Pads, subway sandwich baby, and Willy Wonka have in common. Discover what makes content go viral and how marketers can design content to influence sharing.
Rupa is one of India's biggest innerwear brands. This presentation was designed as a conversation starter for a meeting without any brief. Here are some ideas on one of Rupa's brands that attempts to create an independent movement around the consumer and the product.
an AGORA Marketing Group publication
Volume 01. Issue 02.
Yen by AGORA is for marketing people who have a yen for inspiration. Learn something new. Refreshing ideas with new perspectives.
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Download this deck https://hubs.ly/H09r22T0
In the EPP Global Pricing Forum, we held a boot camp on turning tactical discounts into an effective price promotion strategy.
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Turning a corner on negative perceptions of refugees in europeSKIM
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Download this presentation https://goo.gl/c77VU7
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We shared with you our pilot study on "The Patient Journey Evolution" at the 3-day PMRG CONNECT 2017 event.
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ESOMAR LATAM 2017 - Swipe right, swipe left: Implicit research metric via eng...SKIM
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Find out more https://goo.gl/6EvRTg
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Webinar "Insight Acceleration: From 6 weeks to 22 hours of research" SKIM
On March 2, 2017 we shared with you the 3-year lessons that we and AT&T have learned so far: the steps, challenges, processes, and changes we both needed in order to deliver insights faster. We also showed example templates and processes we are using with AT&T to achieve fast turnaround.
Check out the recording https://goo.gl/08KCMY
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The world around us is changing rapidly, and the market research industry must adjust accordingly. Key industry trends are the need for speed, the growing proliferation of mobile, and bridging rational and emotional drivers.
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PMRC USA 2017 - Mobile Forecasting in the Age of Personalized MedicineSKIM
How can the pharma industry harness in-the-moment mobile forecasting to get closer to the point of prescription? To answer this question, we presented a case study at the Pharma Market Research Conference (PMRC) USA 2017, which was held on Feb 1-2, 2017 in Parsippany, New Jersey.
Unspoken™: Swipe left, swipe right - The only way is mobileSKIM
Everyone agrees that market research nowadays must be mobile-friendly due to the new reality of how mobile devices have become the center of our daily routines. Yet, how this goes beyond a mobile view only is not always clear. This is why we developed Unspoken™, our new mobile research method with a purpose to accurately predict how your consumers behave and decide.
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5. Choice modeling
Ethnography
Focus group
In depth interview
Social Media Research
Product testing
Quantitative surveys
Qualitative interviews Listen
5
11. “Is this ad Won’t be using Nivea
offensive to aftershave anymore.
anyone else Let’s see how they do
out there?” WITHOUT my UN-
CIVILED DOLLARS
The ad has to be
trashed. I’m not buying
a NIVEA product as
long as this terrible ad
is on the air.
11
12. August 18th: August 19th:
Launch ad Nivea issues
apology
12
13. What does social media show us?
Short Strong brand
Power of an attention activities by Strong
apology? span of marketing brand?
consumers? team?
13
16. Toblerone
Butterfinger
Increasing Passion
KitKat
Hershey's
Twix Snickers
Increasing Positivity of Sentiment
Size of Bubble: Volume of conversations
Sentiment: Continuum of negative to positive perceptions/sentiment
Passion: Conversations that are extreme
16
17. 55
Christmas Valentines
50 Halloween
45
40
% Positive
35
30
25
20 Time
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
17
18. Functional
elements
Hersheys Snickers Toblerone Twix Kitkat Butterfinger
Taste (Savor)
Increasing importance
New
Looks Good (Sight) Strength
Not too sweet
Neutral
Sound
Weakness
Price
No mentions
Feels Good (Sensation)
Different
Scent
Increasing volume of conversation
18
19. They purchase it
in grocery or Their children
mass retailers eat it in school
It is mainly
eaten by their
They talk men or their
mostly on blogs children
Young and middle
(US) They eat it at home
aged women talk
about on holidays and
other occasions
19
20. Go beyond social media listening… take action
What
triggers
consumers?
Campaign Uncover
Product
Concept material ideas for the
development
generation next
ideas
innovation
Market
needs
Campaign
effectiveness
20