transcript
- 1.
- Meet the contemporary consumer
- 5.
- Meet the contemporary consumer
- 6. Evolution!
- 7. Context & Multiplicators
- 8.
- Meet the contemporary consumer
- 10. A world of perfect information
- 11. Consumers create content themselves
- 12. social connections participation content generation
- 13. CITIZEN JOURNALISM
- 14. MAKE BREAK EVERYONE IS A CRITIC POWERFULCONVERSATIONS
- 15. We believe todays consumers ... areempowered They have the
means to make or break brands on a scale never seen before. They
choose what they talk about, not the marketers. Companies cant stop
customers from speaking up, and cant stop employees from talking to
customers. Their only choice is to start encouraging employees to
talk to customers - and empowering them to act on what they hear
The Cluetrain Manifesto
- 16.
- Meet the contemporary consumer
- 21. New consumer behaviour paradigm User enters keyword User
processes search results User visits brand site Keyword hunting
Category, brand, feature awareness Product (experience) comparison
Customer experience How we wish they searched ... the actual search
cyclone ... Discovery Discussion Decision
- 22. We believe todays consumers ... arecosmopolitans Consumers
switch between online and offline, they mix media like never
before, are always on the go,create their very own cocktail of
attitudes and are part of a global social web. Thats why they are
more difficult to grasp!
- 23.
- Meet the contemporary consumer
- 26. Givingfeedback : 66%Co-createproducts/services: 53%Inputfor
branding & communication actions: 45%Openess of the consumer to
connect with companies (InSites Consultings MC DC 2009)
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- 3 million unique visitors
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- 30. We believe todays consumers ... areco-creators The
relationship between marketeers & consumers have changed.
Without realizing the impact of consumers has increased! Consumers
are beginning in a very real sense to own our brands and
participate. We need to begin to learn how to let go A.G. Lafley,
CEO & Chairman of P&G
- 31.
- Meet the contemporary consumer
- 37. Top 5 brands of the world according to Interbrand Top 5
brands of the world according to Facebook 3,7 2,6 0,65
- 38. We believe todays consumers ... areemotional Decisions have
always been strongly guided by emotions, today we are more aware of
this & tapping into them has become easier. For far too long,
emotions have been concealed behind closed doors and ignored in
favour of rationality and efficiency Dan Hill, Emotionomics
- 39.
- Meet the contemporary consumer
- 44. We completemore (online) surveys in an ever increasing
tempo using the same methods!
- 45. The information & the people we need are out there but
we havenot adapted our tools
- 46. Invest in something witha future
- 47. B r a i n s t o r m
- 50. HOW CANMARKET RESEARCHMAKE THE MOST OUT OFSOCIAL
MEDIATHROUGHOUT THEENTIREMARKETRESEARCH PROCESS ? Market research
process = kick-off, methodology, recruitment, data
collection,analysis, reporting and consulting Come up with 5 ideas;
Use a post-it note; You can explain!
- 51.
- Meet the contemporary consumer
- 52. panel/research providercentric people /participant centric
Consider repositioning from
- 53. Building a research eco system We need to avoid global
warming of panels and install a waste reduction program, respecting
the needs of todays participants Empowered Recycle existing info
Cosmopolitan Be where they are Co-creator Give back Emotional
Connect
- 54. (Re)connecting companies with theirconsumers
- 55. Company Consumer Consumer Consumer Company Consumer
Consumer Consumer Learn from consumers Learn from & allow
consumer interactions a new form of participation research...
Connected Researchuses interactivetools to tap intosocial
interactionsbetween people and allows a more equalrelationbetween
researchers and participants.
- 56. Using advanced methods Careful selection & fusion to
better grasp the new reality Me We Emotion Ratio Me We Synchronous
Asynchronous Me We Natural Lab Surveys Discussions Observations
Online discussion groups Online 1-to-1 interview Online duo
interviews Bulletin board Individual blogs Group blogs User-created
brainstorming User-coded open ends Social media netnography Online
safari Multi-media ethnography Explicit questions Deprivation
Activation Implicit questions Post-it Emotion measurement Secondary
company data Daily 2.0 Exit Forum
- 57.
- Meet the contemporary consumer
- 58.
- Fully integratedinto the questionnaire
- No impacton response rates
- Possibilty to askmore than one question
- Possibilty totarget questions towards specific profiles
- Answers can belinked toa participantsprofile
- Higherparticipant satisfaction
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- Panel experience:(Panelsatisfaction study 2006)
- I find open questions annoying: 24%
- I find open questions too time intensive: 32%
User-coded Open Ends
- 60. Creation Propagation Contextualization User-coded Open Ends
1 3 2
- 61. Recognition USP Targeted USP Natural USP User-coded Open
Ends
- 62. User-created Brainstorms
- 63. Post-its
- 64.
- Meet the contemporary consumer
- 65. Online Discussion Groups
- 66. 1000
- 71. Sentence completion Avator creation Photo sorting
Associations
- 73. Top-of-mind fast processing Cognitive processing Ad rem
Stimuli based Fleeting Social context Triggered Cognitive
processing Memory
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- Online groups overall generate the same findings as offline
groups
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- Smart & adaptive moderation
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- Natural style generates less interaction
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- From ad rem scratcing to deep diving
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- Richer than traditional focus groups
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- Projective techniques work just like stimuli
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- Speed, fun, information level ...
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- Less socially desirable and group reasoning
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- Reasonings less far stretched
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- Vocabulary can be different
- 75. Happy research participants 2,45 3,34 3,38 3,9 4,17 4,21
4,24 4,28 4,38 4,48 4,59 4,59 Did the session change your opinion
about CSR? Did you tell everything you wanted to? Amount learned
during discussion Personal contribution to discussion Like group
dynamic/interaction? Involvement in discussion Find discussion
interesting Was moderator listening? Moderator enabled expression?
Enjoy research method Did you understand group exercise
instructions? Openness in responses Mean Score (out of 5)
- 76. Automational Informational Transformational The power of
text analytics
- 77. *12online discussions groups*80participants *63countries
*50clients watching in real-time * Covered from1central
location
- 78. Focus & stakeholders Supplier 7 Neigborhood 7
Competition 9 Government 12 Shareholders 16 Consumer 100
Environment 50 Employees 43 Society 76
- 79. responsible company quality product price leadership
customer service advertisement value innovation excellence employer
fun safe shareholders goal profit friendly honest safe image status
personal values comfortable
- 80. Integrated Cases
- 81. Explore what is Talk of the World today among global
opinion leaders Test and finetune TOW concepts for Heineken among
global opinion leaders
- 82. overall marketing & advertising charity Corrected
propagation Sample size Winners Concepts Challengers High risk List
of point of sales Cursor = brand logo Brand ambassador is
participating Back to basics Post messages Using song of the brand
whenopening site Useful information Partnerships Thank you page
from brandNo moving images No commercial objectives No pop - ups
Mini website from brand Movies with information Information on
labour conditionsHigh quality Give gifts Images Magazines Not too
exaggerated Clear order Press releases Price comparisons Targeted
publicity Social consciousness Information on origin of product
Presence at search engines No deception No publicity Debating
Support charity Sponsorship Providing content (Mini) publicity
Discounts & promotions Nice features Not too pushy Human
interaction Competition with prizes Publicity optional Environment
friendliness
- 83. Heinz brand essence?
- 84. HOMEWORK
- 86. ONLINE DISCUSSION GROUPS
- 87. BULLETIN BOARDS
- 88. "It became apparent to me that doing online groups requires
other skills in terms of moderation and other techniques than doing
offline groups. Working with the experts of InSites got me through
a steep learning curve". "Online research is not only doing chat
sessions. The whole package of on line desk research, homework
assignments for respondents, chat sessions and the use of bulletin
boards in a follow up, make the difference". Bert Borggreve
Consumer Insight Manager
- 89. Online 1/1 & Duo Interviews
- 90. Session screenshot The respondent cansee the moderatorvia
thewebcam The moderator canchatwith the respondent. Aprivate chat
between moderator and clientsis also possible Themouse mouvementsof
the respondent areshown on screen Therespondents desktopis shown to
moderator and clients
- 91. Interviewing room: respondent & interviewer Observation
room:clients Respondent@ home Interviewer@ InSites office Clients@
client office Traditional user experience setting OFFLINE New user
experience setting ONLINE
- 92. After the report of theonline user experience interviewswas
completed, it wascompared to the report of thetraditional user
experience interviews CONCLUSION?
- 93. Research Communities
- 94. We are different from our target audience! CONSUMER TWIN
SCORE Q : When you compare yourself to the consumers in your target
group, to what extent do you see an overlap or a difference between
both?
- 95. Lets join the conversation
- 97. Research Communities
- 98. Insights Ideas Innovation Renovation Branding &
communication Customer Experiences Consumer Insights
- 99. Dedicated panel Talk To Change Qual add-ons &
mobile
- 102. Sensing Observe Insighting/ideation Connecting Facilitate
Join
- 104. Getting started
- 105. The number of Dunbar (1)50
- 106. Never underestimate the power ofn=1
- 107. Brand and/or topic identification Recruitment specs Client
openness Brand / Topic My identity
- 110. Experience Meet & greet sessions Story of the project
Feedback Incentives
- 111. Meet & Greet Sensing zone Feedback zone Ideation zone
Social Corner Research Community building blocks:
- 112. Engagement Input Buy in
- 115. Thestory Equilibrium The methods The results
- 116.
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- A community moderators loves to interact with people. Loving to
engage & Loving to inspire !
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- Sharing positive energy enables the right emotional
mindset.
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- Being passionate is infectious.
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- Openess is all about being honest, and honesty is key to build
trust !
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- People open up if you act like a peer in the community. Being
their friend is the number 1 ambition.
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- Communities are built upon feelings, not upon timings...Its a
24/7 passion & lifestyle.
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- People need to feel your presence,they need to feel youre
listening !
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- Again: Being dedicated is infectious.
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- A community moderator is always on top of things
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- Always aware of what is happening - Always taking care of
things
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- A clear vision on the future path enables you to lead the
tribes.
- 117. Community moderation, being contagious is key...
- 118. We believe in storytelling
- 120. Enriched content photo, audio, video, links,
embeds,...
- 122. Give back ! Topic related incentives Charity Feedback
& insights
- 123. Benefits
- 124. 1 Sensing experience
- 125. 2 Direct consumer line
- 126. 3 Unsollicited feedback
- 127. 4 Consecutive learning
- 128. 5 Always on
- 129. 6 Value equation
- 130. Deliverables
- 131. Feeling reports
- 132. Activity sheets Satisfaction scores
- 133. From results to actions!
- 134. Cases
- 135. Chiquita Fruit in a bottle
- 136.
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- What happens on apsychological and physical levelwhen 15 heavy
fruit/smoothies eaters dont consume their regular amount of
fruit/smoothies?
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- What happens onpsychological and physical levelwith 20
participants who dont often eat fruit/smoothies, when they start
eating more?
DEPRIVATION ACTIVATION
- 138. Start walking in your customers shoes
- 139. Dunlop Bytes on speed!
- 140. De Standaard Reconnecting with youngsters
- 145. Er bestaat niet zoiets als jongerennieuws Alle jongeren
=alle interesses 1
- 146. Jongeren hebben een drang omcontinu van alles op de hoogte
te zijn.Ze willenniets missenen steedsup to datezijn met hetmeest
actuelenieuws. Om dat te bereiken stellen ze zich open voor
eenmaximaal aantal kanalen 2
- 148. Ze proberen over allesietste weten, maar het is onmogelijk
om over allesveelte weten.Daaromfilterenze uit de grote hoeveelheid
oppervlakkig nieuws een aantal zaken waarover zemeer
informatiewillen 3
- 150. Op het moment waarop dekrantgeconsulteerd wordt, is er net
enorm veelcompetitie van andere kanalen 4
- 153. Danone Exploring the world of water
- 154. Water Challenges atDanone
- 155. Prelimary research & screeningQuantitative phase Diary
research Ethnographic research Community research Screen out Diary
research Diary + bulletin board research Yes No No Diary + ethno
research Yes Yes No 2 online focus groups
- 158. ... wake up better ...have a better night of sleepIf I
drink water, I will... Brain Mouth Throat Kidney Stomach
- 159. Future Talking Multi-client community
- 161. Idea Brewers Multi-country community
- 162. Heinz Lets talk about the future
- 164.
- Meet the contemporary consumer
- 165. Observational Research has to change !!!
- 166. Culture of interviewing Culture of caching We keep asking
questions Answers are already there
- 168. Hawthorne effect Researcher gaze Time & cost intensive
Traditional ethnography context Participant R
- 170. Maintain the research eco system
- 171. Observational research = Data collection methodwhere
research participants arenot activlyinterviewed about the research
objective. Instead, we observe what consumers tell us spontaneously
throughuser-generated content and cognitive/physiological measure
or digital recordings
- 172. DATA COLLECTIONusing pre-defined research tools,
traditional ones or innovative ones ANALYSIS answering questions
that were predefinedSURVEY/ TOPIC GUIDE DEVELOPMENT what do we want
to ask SAMPLING selection of participants we want to talk to
FRAMEWORK DEVELOPMENTwhat do we want to observe? which
conversations interest us? SAMPLING selection of sources/situations
you want to observe DATA COLLECTIONwith the aid of research blogs
or webscraping ANALYSIS Combination of quantitative &
qualitative analysis techniques + textmining
- 174. Partici Participant Traditional observation 00 Client
Participant Context Researcher Researcher All-out observation
Context Crowd interpretation Involve participant in data collection
Involvecrowdandclientin data collection
- 175. Ethnography Process
- 176. Ethnography Process
- 177. Ethnography Process
- 178. Ethnography Process DIMENSIONALISATION BREAKING INTIMACY
BRIDGING OMISSION EMOTAGS ABSTRACTION
- 179. Ethnography Process
- 180. Ethnography Process RECOGNITION? REMAINING QUESTIONS?
ACTIONABLE?
- 181. Multimedia Ethnography
- 183. WEME (Im better) THINK DRINK CHANGE CONSERVATISM REAL
WORLD FANTASY WORLD Fashion girl Fashion boy Breezer sluts Jumpers
Nerds Geek girls emo Alternative Punk Gothic Rockers Tektonic
Skater Hippies Rapper
- 184. The shopping experiencethrough consumers eyes Different
touch points POST-SHOPPING SHOPPING Finding a parking spot Find the
products on my list Exploration (new products, social, ...)Scanning
Packing up the goods Driving home Putting away the goods Paying
Enter the store Waiting at checkout Finding a trolley Finding a
coin for a trolley Going to the shop PRE-SHOPPING Making my
shopping list Empty bottles?
- 185. Two types of importance for each touch point Exposure
versus impact Parking Trolley Entrance Shopping Check-out Packing
3% 2% 1% 65% 23% 6% 5% 9% 18% 35% 26% 4% Exposure Impact
- 186. Performanceof each touch point Parking Trolley Entrance
Shopping Check-out Packing
- 187.
- Price of the products: value for money
- No mistakes when it comes to price
- Clear indication of department and product types
- Intuitive structure of departments
- Clear prices, promotions and other communication
Shopping for products Functional Intuitive Indulgent 65% time - 35%
impact
- 188. Online Safari
- 189. The presumed target group? CITYLIFE WORK FAMILY LOVE
SPORTS PLAY TECH WORK AUTHENTIC TRENDS STATUS STYLE ONLINE HERITAGE
QUALITY SHOP
- 190. Online safari Universe detection Data collection: scrape
the internet
- 192. SELF DIRECTION HEDONISM INSPIRATION AMBITION
- 193. Social Media Netnography
- 194. Social media netnography =research methodologythat makes
use of publicly availableuser-generated-contentin order to answer a
research question
- 196. Research questions
- 198. 7. Datacollection through webscraping technology
Nethnography,how ?
- 199. Deliberatly searching for specific terms of interest
Discover hidden links between categories of one person, brands,
type of websites Check original verbatims qualitative
- 204. 23200 posts
- 205. 27% of conversations about brands
- 206. Social Media Tracking on tripadvisor.com
- 207. Longevity Health problems Quality of Life Daily life
impact
- 208. 81.861
- 209. Buzz volume Sentimeter Hits & winners Opportunities
Immediate attention
- 210. Buzz volume Sentimeter Eating professional Housing Payment
Guilt Identity Telephone call Treatment Diagnosis Transport Dog
Personal care Law Clothes Active Friends Decision Safety
Religion
- 211. Eating = enjoying life Health problems Appetite decreases
Altered taste Chewing Swallowing
- 212. Their recommendations Our challenges
- 213. Mind your language
- 214. Keep it short
- 215.
- Meet the contemporary consumer
- 216. F USION methods insights skills
- 217. We need to start all over again
- 218. We believe ... in connected research Everything we do is
aimed at enhancing intimacy between you, your market and us. Yes we
will ! Yes we can!
- 219. Take home What will yu do differently?