Post on 18-Mar-2018
transcript
Digital Strategy on a Shoestring
Skillshare Unit #3Consumer research
#3 Consumer analysis
Here are 6 great tools for qualitative research that help find insights for personas development.
Tools in this kit
1.Topsy2.Twitter advanced search3.Open Status Search4.Facebook ad creator
Sen!ment analysis1.Quora2.Reddit
Tension points
This is the Oscar Mayer. He made bacon and wieners that are adored by many. His bacon is eaten at brunch occasions, the challenge is to get bacon lovers to consider bacon in other meals than brunch.
The brief [recapped]
What to look for when developing user personas
1.Attitudes2.Things that tick them off3.Things they love 4.Things they will most likely share 5.Psych/demo/geographic data
TopsyShows who talks about your brand online + what they say. Also identifies influencers + experts that join the conversation.
Topsy.com
Search experts to find social influencers
How to use
Oscar Mayer relevant to pop culture professionals
Insights recap1. Oscar Mayer is relevant within the pop
culture community.
Twi"er Advanced SearchTwitter.comDiscourse analysis in real time that uncovers motivations behind purchase + research behavior.
How to useClick-through to advanced search from search page
Type in phrase to exact search, ensure correct spelling
Track bacon conversations only
Flavor wars
Food photos
Insights recap1. People Instagram their food and share
to Twitter2. People self identify with flavor
preferences
Open Status Search Gives you access to what people say about the brand on Facebook, conversations that are usually hidden.
Openstatussearch.com
Facebook AdsUses the Facebook algorithm to suggest a pool of similar interests of your audience.
Facebook.com/ads/create/
Potential local audience size 30k
Pages most like Oscar Mayer are Americana
Insights recap1. Oscar Mayer fans like other iconic pop
culture comfort foods2. Local audience size 30k. Could be
worth exploring other areas where competitors excel, i.e.: Brooklyn (from findings from competitive research unit #2).
Ask RedditCrowdsourced questions for thought-provoking discussions about everything. Exceptional for male insights and tension points.
Reddit.com/r/askreddit/
How to useUse search bar to find insights, restrict search
to /r/AskReddit
Floppy bacon with some crunch when you bite in is most popular
Price of Oscar Mayer provokes people to look for alternatives
Bacon is an internet meme
Insights recap1. Oscar Mayer fans can be sensitive to
price, which turns them to find alternatives
2. Passion point for bacon lovers is on how it is cooked
3. Bacon is an internet meme
Quora
Crowdsourced discussions. Tends to skew more professional and intellectual. Great for points of curiosity, confusion and passion.
Quora.com
How to useUse search bar to find insights + professional
knowledge
Dopamine effect of fatty food
Emotional association with leisurely weekend breakfasts
People curious about how bacon meme developed
Insights recap1. Bacon gives a physical high via
dopamine, effect of high fat foods. Gives emotional high from leisurely weekend breakfast associations. Infers social brunching is a weekend activity for bacon lovers.
2. People curious about how bacon memes developed in hipster culture
What to do nowUse these tools to uncover 5 insights on
your consumer for Reddit*. * or pick a brand you are
already working on
Ask any questions through the community section of class or on twitter @amberhorsburgh.
Then begin the next unit: How To Name Things
What to do next