Social Media in Market Research (SO. CA QRCA)
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Presentation given to the S. CA QRCA Chapter in September 2010. Where does Social Media fit in Qualitative Research? How does this evolution and paradigm shift in communication affect the market research industry? What does the future of the qualitative market research industry look like?
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Social Media in Market Research (SO. CA QRCA)
- 1. Do We REALLY Have To Be…. Social? http://www.lebjournal.com/newz/about/ Social Media for Market Research
- 2. Marketing: (AMA) The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
- 3. Marketing: (AMA) The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Advertising: A form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services.
- 4. Marketing: (AMA) The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Advertising: A form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. Marketing Research: Systematic gathering and interpretation of information about individuals or organizations using the statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making; a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns.
- 5. Marketing: (AMA) The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Advertising: A form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. Marketing Research: Systematic gathering and interpretation of information about individuals or organizations using the statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making; a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns.
- 6. Norm: A designated standard of average performance of people of a given age, background, etc.
- 7. Norm: A designated standard of average performance of people of a given age, background, etc. Abnormality: Deviating from the normal, or differing from the typical; departure or deviation of an individual from society’s unwritten rules (norms).
- 8. Norm: A designated standard of average performance of people of a given age, background, etc. Abnormality: Deviating from the normal, or differing from the typical; departure or deviation of an individual from society’s unwritten rules (norms). Causes of Social Deviation: ✦ Lack in socialization ✦ Rigidity of culture ✦ Unpopular social laws ✦ Extra ordinary exploitation ✦ Cultural invasion
- 9. an evolution in communication could potentially result in a paradigm shift in communications-related professions
- 10. the history of market research http://www.flickr.com/photos/textexin/382148255/ search.cio.co.uk/tag/oil http://www.flickr.com/photos/clintjcl/225598357/
- 11. the marketing attention spectrum http://www.flickr.com/photos/helloflux/4031893693/ http://www.textually.org/Listening-Recording-Device.jpg
- 14. engagement spectrum ✦ Intra-personal ✦ Intra-personal ✦ Inter-personal ✦ Inter-personal ✦ Needs ✦ Needs ✦ Wants ✦ Wants ✦ Requires catalyst ✦ Banter ✦ Traditionally high ✦ Dialogue barrier of entry
- 15. engagement spectrum ✦ Intra-personal ✦ Intra-personal ✦ Inter-personal ✦ Inter-personal ✦ Inter-personal ✦ Needs ✦ Conversation ✦ Needs ✦ Wants ✦ Experience ✦ Wants ✦ Requires catalyst ✦ Engagement ✦ Banter ✦ Traditionally high ✦ Dialogue ✦ Dialogue barrier of entry
- 16. engagement spectrum ✦ Intra-personal ✦ Intra-personal ✦ Inter-personal ✦ Inter-personal ✦ Inter-personal ✦ Needs ✦ Conversation ✦ Needs Interruption Barriers ✦ Wants ✦ Experience ✦ Wants ✦ Requires catalyst ✦ Engagement ✦ Banter ✦ Traditionally high ✦ Dialogue ✦ Dialogue barrier of entry
- 17. engagement spectrum ✦ Intra-personal ✦ Intra-personal ✦ Inter-personal ✦ Inter-personal ✦ Inter-personal ✦ Needs ✦ Conversation ✦ Needs Interruption Barriers ✦ Wants ✦ Experience ✦ Wants ✦ Requires catalyst ✦ Engagement ✦ Banter ✦ Traditionally high ✦ Dialogue ✦ Dialogue barrier of entry
- 18. engagement spectrum ✦ Intra-personal ✦ Intra-personal ✦ Inter-personal ✦ Inter-personal ✦ Inter-personal ✦ Needs ✦ Conversation ✦ Needs Interruption Barriers ✦ Wants ✦ Experience ✦ Wants ✦ Requires catalyst ✦ Engagement ✦ Banter ✦ Traditionally high ✦ Dialogue ✦ Dialogue barrier of entry Anthropology Ethnography Psychology
- 19. engagement spectrum ✦ Intra-personal ✦ Intra-personal ✦ Inter-personal ✦ Inter-personal ✦ Inter-personal ✦ Needs ✦ Conversation ✦ Needs Interruption Barriers ✦ Wants ✦ Experience ✦ Wants ✦ Requires catalyst ✦ Engagement ✦ Banter ✦ Traditionally high ✦ Dialogue ✦ Dialogue barrier of entry Anthropology Ethnography Psychology Marketing Advertising
- 20. engagement spectrum ✦ Intra-personal ✦ Intra-personal ✦ Inter-personal ✦ Inter-personal ✦ Inter-personal ✦ Needs ✦ Conversation ✦ Needs Interruption Barriers ✦ Wants ✦ Experience ✦ Wants ✦ Requires catalyst ✦ Engagement ✦ Banter ✦ Traditionally high ✦ Dialogue ✦ Dialogue barrier of entry Anthropology Traditional MR Ethnography Sales Psychology HR Cust. Serv. PR Marketing Advertising
- 21. engagement spectrum ✦ Intra-personal ✦ Intra-personal ✦ Inter-personal ✦ Inter-personal ✦ Inter-personal ✦ Needs ✦ Conversation ✦ Needs Interruption Barriers ✦ Wants ✦ Experience ✦ Wants ✦ Requires catalyst ✦ Engagement ✦ Banter ✦ Traditionally high ✦ Dialogue ✦ Dialogue barrier of entry Anthropology Traditional MR Ethnography Sales Psychology HR Cust. Serv. PR Marketing Advertising
- 22. external shift Brand share of voice Consumer connectivity
- 23. external shift Consumer Brand share of voice connectivity
- 24. external shift Consume engagement r share of voice connectivity
- 25. applied to MR business research consumer discovery expansion validation observe discuss survey survey discuss observe
- 26. evolving process business consumer research
- 27. evolving process business consumer research
- 28. realized marketing advertising PR MR
- 29. realized marketing PR advertising sales cust. serv. SM marketing research
- 30. what’s the future of market research? can you handle the truth? http://incogman.files.wordpress.com/2007/12/ ucanthandlethetruth.jpg
- 31. the social media slot machine matters
- 34. mashups
- 40. focus on the influencers!
- 41. “who are we talking to?” vs. “how many people are we talking to?”
- 42. the new power of n=1 photo credit: flickr - theparadigmshifter
- 43. communities as a hub for MR
- 44. communities as a hub for MR
- 47. bringing it all together
- 48. convergence of marketing research and marketing/advertising..... ...it really is ok...most of the time
- 49. it’s not direct selling...... and don’t talk about it....... http://geektyrant.com/news/2010/8/1/spider-man-3d-and-men-in-black-iii-start-dates-announced.html
- 50. a socially interactive approach at SXSW 2009 and 2010
- 53. what is the bottom line?
- 54. the cost of failure
- 56. the evolving need is for holistic research solutions that fit with marketing efforts seamlessly
- 57. what the heck do YOU want? what makes me care?
- 58. look at SM in two ways: what it means to the industry what it offers as a MR tool
- 59. in that same line of thinking.... what does it mean to my business? think like a research buyer!
- 60. a true time of opportunity for MR professionals avoid fear-based barriers and capitalize on your expertise in this new opportunistic environment
- 61. evolution in communications, but a revolution in business functionality and organizational structure.
- 62. when it’s all said and done...no matter how effective your MR is.....it comes down to execution
- 64. POSTER by ROLAND REINER TIANGCO
- 65. please keep in touch!
- 66. Ben@SpychResearch.com 215.501.2341 SpychResearch.com @SpychResearch .com/in/Benjamin Smithee /spych