How AI, OpenAI, and ChatGPT impact business and software.
Face Research 3.0 WOMUK 251109
1. The Co-creation Planning Agency
Research 3.0
real-time intelligence, collaborative
research, adaptive brand planning
2. ...or
why WOM is as
crucial to research,
innovation and
planning as it is
to advocacy
3. You are here
#1 About Face
#2 Why do we need to evolve
#3 Real-time Intelligence
#4 Collaborative Research
#5 Adaptive Planning
4. is a mix of researchers, planners, brand strategists
and social media experts based in London
we are part of the international research network
5. we use co-creativity to enable brands to interact directly with
consumers on and offline in real time in the UK and
internationally to deliver a range of insight, innovation and
activation/social media objectives
6. You are here
#1 About Face
#2 Why do we need to evolve
#3 Real-time Intelligence
#4 Collaborative Research
#5 Adaptive Planning
13. around me:
pull NOT push
fragmentation also means the new and
only potential center is now “me”
14. real-time immediacy
and the collective mind
getting
information that!s
relevant
to who I am,
where I am and
what I!m up to
sharing
information with the
right people,
at the right time,
in the right way
29. #1 Real-time
social media immersion
1) Scan the web for
relevant content.
2) Build a targeted media
panel in order to track and
monitor a vast number of
social media sources.
3) The tracked content is
than refined, stored into an
online database and mined
in real-time to generate
rich insights.
30. #1 Real-time
social media immersion
a) Mention Trends
b) Brand Visibility
c) Qualitative Presence
d) Topics and Perceptions
e) Brand Social Network
f) Brand Influencers
33. #1 Real-time
qualitative presence
polarity (is the statement positive or
negative?)
intensity (what is the degree of emotion
being expressed?)
subjectivity (how partial or impartial is
the source?)
40. #1 Real-time
data visualization is key
• quicker grasp on information
• manage bigger amounts of information
• easier pattern recognition
• takes more variables into account
• more actionable insights
• easier to share insights
41. You are here
#1 About Face
#2 Why do we need to evolve
#3 Real-time Intelligence
#4 Collaborative Research
#5 Adaptive Planning
42. Research 3.0
#2 Collaborative Research
a) Peer-to-Peer Research
b) Immersion Community
c) Crowd-sourcing
d) Co-creation
43. #2 Collaborative Research
the process
insights
insights insights
insights
insights insights platforms
insights
insights insights
insights
insights
Once the platforms for collaboration have been insights
insights
identified the communities are engaged through insights
a) exploration tasks, b) crowd-sourcing tasks insights insights
insights
and c) co-creation tasks
44. #2 Collaborative Research
peer-to-peer research
“A distributed research network architecture composed of
participants [CONSUMERS] that make a portion of their
resources (such as processing power, disk storage or
network bandwidth) directly available to other network
participants”
“Peers are both suppliers and consumers of resources, in
contrast to the traditional client-server model where only
servers supply, and clients consume”
45. #2 Collaborative Research
peer-to-peer research/2
Peer-to-peer research is research from the inside done with
and by the people, not on them
Peer-to-peer research give you access to niches, insider
perspective, understanding of influencers and genuine
insights.
Builds on the Social Media Immersion outputs cross-
validating the insight and defining the exploration platforms
for the research community
46. peer-to-peer research
TechTribe 09
A distributed network of 15
research agents recruited
through our youth
community Headbox
Tech, Fashion and Social
Media usage were covered
47. #2 Collaborative Research
research community
Online community with stimulus to encourage category
exploration and insight, team bonding, and creative
stimulation.
360° view of users to see how the brand fits in their
everyday life.
Specific tasks are designed to investigate further the
themes emerged in the monitoring and peer-to-peer
stage.
48. ongoing consumer insight community
THE BRIEF deliver an ongoing stream of insight to help the
Coca Cola planning team stay close to the teen and young adult
market. Provide a sounding board for the brand and trade teams
in promotions, communication and product development
THE COMMUNITY 100 young consumers working
directly with the insight, brand and trade teams for 12
month period. Exploring a range of topics including:
health, POS, promotions, Olympics, brand perceptions,
ad testing, loyalty schemes, environment and formats
50. #2 Collaborative Research
crowd-sourcing
Emerging issues are broken down into focused problem-
solving tasks and broadcasted to a targeted group of
solvers as an open call for solutions.
The consumers generate, define, explore and validate
ideas and also sort through and commenting on them to
improve and develop them further.
51. user experience crowd-sourcing
THE BRIEF identify future facing technology
solutions that Nokia could develop in order to
increase relevance in the North American market
THE CROWDSOURCING OUTPUT 450+ seed ideas
and 9 robust concepts. 100 US Youth Techleaders
worked directly with the Nokia User experience team
to explore relevance themes and crowdsource new
service/product ideas
53. what you get
+bottom-up richness
+global crowd
+diversified crowd
+wider range of talent
+cost-effective
+lots of ideas
+rich insight
+consumer-brand relationship
+peer-rating
+advocacy
54. what’s missing
many-to-one
not very targeted
bottom-up but still vertical
access to insight and strategy
collaboration
editing, building on, refining
funneling process
face-to-face
strategic thinking
55. bottom up is not enough
“the bottom-up mind
will take us much further,
but will never take us to the end goal”
(kevin kelly)
Crowd-sourcing needs to be
part of a bigger process
56. #2 Collaborative Research
co-creation
Is the act of company stakeholders collaborating
directly with selected (usually smaller) groups of
consumers to work on a specific brief.
Is about leveraging consumers! creativity without
preempting the results of the process
Can take place on-line in communities or/and
offline in workshops
57. #2 Collaborative Research
co-creation
The best ideas are then taken to a selected group
of consumers who develop them further with the
help of the brand stakeholders, the experts and
agency planners and researchers.
58. Project Playboy
Face cracked a brief to develop concept for the
new Axe variant in just 8 weeks
60. what you get
+few-to-few-to-one
+more targeted
+bottom-up and top-down
+collaboration, editing, building on
+refinement and funneling
+online & face-to-face
+access to insight and strategy
+strategic thinking
+faster process
+immersive
+robust and tailored concepts
61. what!s missing
[compared to crowdsourcing]
-smaller crowd
-local
-less diversification
-fewer ideas
-more expensive than crowd-sourcing
62. the case for a hybrid model
bottom-up + top-down
crowds + individuals
group thinking + individual thinking
63. You are here
#1 About Face
#2 Why do we need to evolve
#3 Real-time Intelligence
#4 Collaborative Research
#5 Adaptive Planning
64. Research 3.0
#3 Adaptive Planning
a) the hybrid model
b) the challenges
c) a new breed of agency
65. the hybrid model
consumer crowd-sourcing co-creation
immersion
listen plan engage measure
download
workshop
66. bottom-up
consumer crowd-sourcing co-creation
immersion
listen plan engage measure
download
workshop
top down
67. the hybrid model
consumer crowd-sourcing co-creation
immersion
listen plan engage measure
download
workshop No longer
a linear process
but a loop
68. #3 Adaptive Planning
the challenges
- planning in silos
- annual budgets
- long planning cycles
- organization structure
- lack of web expertise
- endless insight journey
69. #3 Adaptive Planning
a new breed of agency
- consumers as partners
- social media at the core
- ideas come from everywhere
- talent resides in and outside the company
- elastic teams: collaboration over silos
- continuous engagement, not campaigns
- agile branding
