This document provides a summary of Lesson 5 from A short course in Market Research with Ray Poynter. It covers three chapters: Emerging research methods, Communities, and Social media research. For emerging research methods, it discusses techniques like behavioral economics, neuroscience, biometrics, facial coding, prediction markets, gamification, and big data. For communities, it covers what online research communities are, how they differ, how they are recruited for and incentivized, and keys to their success. For social media research, it discusses how to conduct social media research through search, analysis and a case study using Synthesio. It also covers what social media research can and can't provide for market researchers.

1. A short course in Market Research
with Ray Poynter
(English language)
Lesson 5
Thursday, 17 July
Ch. 17, Emerging research methods
Ch. 08, Communities
Ch. 09, Social media research
@RayPoynter
ray.poynter@thefutureplace.com

2. Dates and Modules
01
Thu 3 July
Introduction
The context for market research
Communicating results
02
Tue 8 July
Quantitative research
Writing questionnaires
03
Thu 10 July
Qualitative research
Analysing qualitative data
04
Tue 15 July
Major applications of research
Mobile market research
05
Thu 17 July
Emerging research methods
Communities
Social media research
06
Tue 22 July
Fri 25 July
How to analyse quantitative data
Quantitative analysis techniques
Pricing research
07
Thu 24 July
B2B (business to business)
International research
Political polling
08
Tue 29 July
Research ethics, Guidelines and laws
Current areas of sensitivity
Questions from new researchers

3. EMERGING RESEARCH METHODS
Part A

4. Behavioural Economics and Neuroscience
• People often cannot say why they do things
• System 1 and 2 thinking
– System 1 - Automatic responses
– System 2 - ‘Thinking’ responses
• System 1 is about 90% or more of life
– Buying, choosing, reacting, viewing, etc.
• BE and Neuroscience try to research System 1
– Experiments
– EEG, fMRI, Implicit Association, facial coding, voice
analysis, biometrics

5. Elephant and Rider
From Chip and Dan Heath

6. Biometrics
Biometrics seeks to capture underlying
emotions, non-conscious, System 1
Examples:
– Eye-tracking
– Movement
– Heart rate
– Sweat (galvanic skin response)
– Voice

7. Facial Coding
• Based on the work of Paul Ekman
• People’s faces ‘say’ what they are thinking
– Even their automatic/System 1 responses
• Global phenomenon
• Facial coding requires training and experts
– Which makes it labour intensive and qual
• People are working on automated, webcam
facial coding

8. Prediction Markets
• Based on the book “The Wisdom of Crowds”
• People are bad at predicting their own
behaviour
– How many glasses of beer will you drink in
November?
• People are good at predicting other people’s
behaviour
• Prediction markets get people to play a game
to bet on what the future will be like
– Used to predict which concepts will be successful
– Especially by BrainJuicer

9. Gamification
• Applies game thinking to market research to
make it more engaging
– And/or more System 1
• Betty Adamou and Jon Puleston
• Prediction markets is a type of gamification
• Often used in ideation
• Not yet a proven method for surveys
– It might work, it might not work

10. Big Data
• Major focus of attention
– Budgets and investments going into Big Data
• Big Data means VERY BIG data sets
– Usually from many sources
• For example
– Sales, phone use, internet use, location, history, bank
details etc.
• Good at describing what is happening
• Bad at describing why things happen
• Most Big Data projects will not give a positive ROI
– Costs will be bigger then benefits
– But some projects will work – e.g. Target

11. Big Picture of NewMR
People can’t tell
us what we need
to know through
surveys
Memory
System 1
Emotions
Big Data
&
Social
Media
Neuroscience,
BE, Biometrics,
Gamification
In the
moment
&
Passive
Communities

12. Emerging Fields
Questions

13. COMMUNITIES
Part B

14. What is an online research community?
1. Private
2. Branded
3. Customers
4. Community
5. Online
6. Used for research

15. MROC versus Insight Community
MROC – Market Research Online Community
– Usually only qualitative
– 30 to 300 members
– Ideation, concept evaluation, design etc
Insight Community
– Qual and quant
– 2,000 to 50,000 members
– Wide range of projects
PDF uploaded to the JMRX SlideShare

16. Short-term versus Long-term
Short-term
– 3 days, 1 week, 3 weeks, 2 months …
– Used for a specific research problem
– Good at matching method to budget
Long-term
– Usually ongoing, can be 6 – 12 months
– Used as a market research resources
– Used to build ongoing discussion with customers
– Allows longitudinal analyses

17. Recruitment & Incentive
Recruitment
– Mostly from client sources
– Purchased recruit possible
Incentives
– Short-term
• Pay per person
• Sometimes per activity
– Long-term MROC
• Usually pay per person or activity
– Insight Community
• Usually prize draw or no incentive
• Pay for time-consuming tasks – e.g. mobile diaries

18. 4 Keys to Community Success
1. Preparing expectations
– Client, members, moderators
2. Quality of community
engagement
3. Quality of the analysis
4. Long-term communities
– Quality of the roadmap

19. Types of Research
Conducted via Communities?
Short-term
MROC
Long-term
MROC
Insight
Community
Concept Screening +++ +++ +++
Ideation +++ +++ +++
Ad Creation +++ +++ +++
Long-term/
Longitudinal - +
+++
Ad Testing - - ++
Customer
Satisfaction - - ++
U&A - - ++
Tracking - - +
Market Sizing - - -

20. Communities
Questions?

21. SOCIAL MEDIA RESEARCH
Part C

22. Social Media Research?
Narrow Definition
• Finding and listening to
naturally occurring
conversations in social
media
• For example:
– Tweet
– Facebook posts (if public)
– Blogs
– Instagram/Pinterest
– Comments
• Mostly quant
Broad Definition
• Social media listening
research
• Also:
– Drawing samples from SM
– Netnography
– Creating discussions
– Interacting with social
participants
– Communities

23. How is SMR conducted?
Define Search
Terms &
Locations
Database
Store search
results
Clean
Remove
erroneous stuff
Analysis
Sentiment &
Content
Trends
Measuring over
time

24. Synthesio Case Study
Catriona Oldershaw, Synthesio, UK
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Project started in 2008
4,000 Accor hotels
12,000 Competitor hotels
8 languages
1 Global dashboard
40 Country dashboards
4,000 Hotel dashboards
Integrating listening and surveys

25. Synthesio Case Study
Catriona Oldershaw, Synthesio, UK
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Surveys
Open posts
Collaborative rating: Tripadvisor, Booking.com, Expedia
Online proved to be more positive than surveys
Integrating listening and surveys

26. Catriona Oldershaw, Synthesio, UK
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Unsolicited, unstructured
Unsolicited, structured

27. Wall Street Journal
October 2010

28. What can SMR do?
• Access
– Real conversations
– Between real people
• Avoids the bias created by interviewers and
researchers asking questions
• Answers questions that researchers have not asked
• Key areas of interest
– Brand tracking
– Customer satisfaction
– Ideation and innovation

29. What can’t SMR do?
Answer most of the questions that researchers
want to ask
– Should we launch a new flavour of Coke?
– Should we make the detergent pack larger?
– Should we increase the price of journeys on the
train?
– Which of these new ads should we use
Deal with small or low salience brands
– Deal with low salience topics

30. SMR 2.0?
1. Social Media Research has not met
expectations
– It was expected to replace large parts of market
research
2. It has underperformed because
– Too expensive
– Too time consuming
– Does not answer ‘Asked questions’
3. However, Social Media Research 2.0 may be
on the way
– Interactive social media research

31. Questions
And The Quiz

32. Feedback for the next lessons?
• If you have feedback now, GREAT!
• Or,
– Email it to ray.poynter@thefutureplace.com