Putting listening to work: achieving business objectives over time

1. Stephen D. Rappaport, The ARF, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
A
presenta*on from
the
NewMR
‘Listening
is
the
New
Asking’
Text
Analy*cs
Event
-­‐
March
8
2011
The
sponsor
of
the
‘Listening
is
the
New
Asking’
event
is
Zinc
Research
For
more
informa*on
about
NewMR
events
visit
newmr.org
The
copyright
for
this
material
is
jointly
owned
by
The
Future
Place
and
the
presenter.
‘PuMng
listening
to
work:
achieving
business
objec*ves
over
*me’
Stephen
D.
Rappaport
The
ARF,
USA

2. Stephen D. Rappaport, The ARF, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Listening
Putting listening to work: achieving business objectives over time
Stephen
D.
Rappaport
Knowledge
Solu*ons
Director,
The
ARF
Author:
Listen
First!
(Wiley,
April
2011)
e.
srappaport@thearf.org
t.
@steverappaport

3. Stephen D. Rappaport, The ARF, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Listening is …
The study of naturally occurring signals
conversations, behaviors and biometrics
That may, or may not, be guided
To bring the voice of people’s lives into the brand
3
What people say, do and feel
Emotions, mindsets, cultures
Not just online sources
Interdisciplinary

4. Stephen D. Rappaport, The ARF, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
The Need to Sense and Respond
Creates Competitive Advantage
Source: http://www.senseandrespond.com/?page_id=7

5. Stephen D. Rappaport, The ARF, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Open Systems and Social Customers Change the
Game
Type of Company
View of Customer
Closed System
(make and sell)
Open System
(sense and respond)
Rational
(clear purpose)
Efficient
Optimum Product
Choice
Social
(value choices)
Maximize Brand Fit w/
lifestyle
Co-Creation
Source: Stephen D. Rappaport

6. Stephen D. Rappaport, The ARF, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Gain Competitive Edge through
Signal Advantage
The ability to capture, interpret and act upon signals from rich and dynamic data
Companies with signal advantage are rethinking their fundamental approach to information
and shifting from knowing and optimizing to learning and adapting
Advantage therefore accrues to companies that can focus on the right information,
extract the relevant signals, process them rapidly, and harmonize their
organization’s behavior
continuously
Source:
Boston
Consul*ng
Group
2010,
ARF
2011

7. Stephen D. Rappaport, The ARF, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
» Understand mindsets
» Discover new customers
» New product development
» Shape and sharpen messaging
» Improve existing products
» Increase Sales
» Rebrand or reposition
» Address public issues
» Manage reputation
» Provide customer care
» Increase loyalty and customer
value
Brands Use Listening to Achieve Many Standard
Marketing Objectives

8. Stephen D. Rappaport, The ARF, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Listening Research Performs Many Standard
Research Tasks
» Profile new customers
» Detect early market shifts
» Customer segmentation
» Complement “asking”
research
» Concept testing
» Product co-creation
» Discover/evaluate brand
attributes
» Message development/testing
» Competitor analysis
» Problem detection
» Insight Development

9. Stephen D. Rappaport, The ARF, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Discover New Customers:
Suzuki Hayabusa
The market Suzuki thought they had …

10. Stephen D. Rappaport, The ARF, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
The market Suzuki discovered they had …

11. Stephen D. Rappaport, The ARF, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Suzuki completely revamped marketing

12. Stephen D. Rappaport, The ARF, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Listen à Marketing Engagement à Results
Results
• Busa Beats started in 2008 … continues evolving
• Competitions and participation engage urban audience
• Top-5 submissions played and voted upon
• Conversational share of voice greater than shared of
social media spending

13. Stephen D. Rappaport, The ARF, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Competitive Analysis: Mobile Phones
How
do
consumers
feel
about
mobile
phone
carriers,
and
how
do
they
stack
up?
Conversa*ons
regarding
major
carriers
200,000
tweets,
July
1,
2010
–
August
6,
2010
(US
only)

14. Stephen D. Rappaport, The ARF, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Content Development
Insights
Leading
to
Content
Strategy:
•
recipes
in
context
of
usage
occasions,
not
separate
from
daily
life;
•
want
to
exchange
and
interact
with
women
around
recipes;
women
were
recep*ve
to
sponsored
materials
•
frequent
updates
Launch
a
branded
community
for
women
to
share
recipes
Communispace
community
evaluated
concepts
and
provided
direc*on

15. Stephen D. Rappaport, The ARF, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Q & A
Stephen D. Rappaport
The ARF
Ray Poynter
The Future Place

16. Stephen D. Rappaport, The ARF, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Stephen D. Rappaport
Follow Stephen’s tweets at @ http://twitter.com/steverappaport
Connect with Stephen on LinkedIn @
http://www.linkedin.com/in/steverappaport
Read Stephen’s blog @
http://listenfirst.thearf.org