Why Listen ESOMAR

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Why Listen ESOMAR

  1. 1. What’s all the buzz about listening + is this a place for research?Presented by Peter Harrispeter.harris@visioncritical.competeraharris@wordpress.com
  2. 2. Peter Harris AUDITOR marketing RESEARCHFamily man AMSRS aussie NEW MEDIA building relationships ASHES TRAGIC
  3. 3. “Stop, Collaborate and Listen” – Vanilla Ice
  4. 4. Why we Listen
  5. 5. “It’s not what you say about you,it’s what they say about you.” - SEAN MALONEY, EXECTUIVE VICE PRESIDENT, INTEL
  6. 6. What’s the Impact for research?
  7. 7. RELATIONSHIPS THAT YIELD START WITH LISTENING Concept by Mark Pollard IMAGE BY PDavidee FLICKR
  8. 8. CONVERASTIONAL MARKETPLACEEXPLOSION IMPLICATION: Listen to and analyse conversations in social media
  9. 9. EMPOWEREDCONSUMERSare motivated and capable to innovate IMPLICATION: Co-create not just test with empowered consumers
  10. 10. Yesterday Today listening toolsPassive consumers Active consumers Testing tools Co-creation toolsClosed innovation Open innovation
  11. 11. CHANGING ROLE OF RESEARCH Yesterday TodayAsk & Answer (One Way) Listen and Discuss (Two Way) Behind the mirror Co-creation groups (no mirror)Research as Translator Research as Mediator
  12. 12. “What we didnt get was the passion this very loyal small group of consumers have. That wasnt something that came out in the research.” Neil Campbell, president, Tropicana, North America to The New York Times upon pulling its revamped packaging in February after consumer complaints.http://www.mediapost.com/publications/?fa=Articles.showArticle&
  13. 13. Listening Tools
  14. 14. TOOLS AND METHODS: SOCIAL MEDIA MONITORING Social Media Buzz Monitoring 1. Free Alert Systems 2. Paid Analysis Dashboard 3. Full Service Insights PartnersSource: Organic Interactive
  15. 15. 117 Social Media Monitoring Toolshttp://beta.tiptopbest.com/redir.php?url=http://wiki.kenburbary.com/social-meda-monitoring-wiki
  16. 16. TOOLS AND METHODS: SOCIAL MEDIA MONITORING
  17. 17. Embedded Listeningopt-in, aggregates statistics, anonymous logs Google streams quant data straight from users
  18. 18. Listening + Participation = Relationships and LoyaltyBrian Solis
  19. 19. “ There are no limits. There are plateaus, but you must notstay there, you must go beyond them. A man mustconstantly exceed his level.” Bruce Lee
  20. 20. Continuous listening

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