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.
Introduction
Me, Myself & I ...
Nice to meet You !
Meet the contemporary consumer
Empowered
Cosmopolitan
Co-Creator
Emotional
So how to go from here?
Lets get Connected:
Surveying
Discussions
Observations
Fusion Research
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.
Introduction
Me, Myself & I ...
Nice to meet You !
Meet the contemporary consumer
Empowered
Cosmopolitan
Co-Creator
Emotional
So how to go from here?
Lets get Connected:
Surveying
Discussions
Observations
Fusion Research
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)
27.
Since launch March 2008:
3 million unique visitors
60,000 ideas submitted
100,000s of comments
460,000 votes
2,500 moderator comments
(July 2009)
29.
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.
Introduction
Me, Myself & I ...
Nice to meet You !
Meet the contemporary consumer
Empowered
Cosmopolitan
Co-Creator
Emotional
So how to go from here?
Lets get Connected:
Surveying
Discussions
Observations
Fusion Research
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.
Introduction
Me, Myself & I ...
Nice to meet You !
Meet the contemporary consumer
Empowered
Cosmopolitan
Co-Creator
Emotional
So how to go from here?
Lets get Connected:
Surveying
Discussions
Observations
Fusion Research
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.
Introduction
Me, Myself & I ...
Nice to meet You !
Meet the contemporary consumer
Empowered
Cosmopolitan
Co-Creator
Emotional
So how to go from here?
Lets get Connected:
Surveying
Discussions
Observations
Fusion Research
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.
Introduction
Me, Myself & I ...
Nice to meet You !
Meet the contemporary consumer
Empowered
Cosmopolitan
Co-Creator
Emotional
So how to go from here?
Lets get Connected:
Surveying
Discussions
Observations
Fusion Research
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
Protected
Higherparticipant satisfaction
59.
Likes: 33% no idea
Dislikes: 34% no idea
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
73. Top-of-mind fast processing Cognitive processing Ad rem
Stimuli based Fleeting Social context Triggered Cognitive
processing Memory
74.
Online groups overall generate the same findings as offline
groups
Smart & adaptive moderation
Natural style generates less interaction
From ad rem scratcing to deep diving
Richer than traditional focus groups
Projective techniques work just like stimuli
Speed, fun, information level ...
Emotions are shared
Less socially desirable and group reasoning
Reasonings less far stretched
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
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?
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.
What happens on apsychological and physical levelwhen 15 heavy
fruit/smoothies eaters dont consume their regular amount of
fruit/smoothies?
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.
Introduction
Me, Myself & I ...
Nice to meet You !
Meet the contemporary consumer
Empowered
Cosmopolitan
Co-Creator
Emotional
So how to go from here?
Lets get Connected:
Surveying
Discussions
Observations
Fusion Research
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
Products are not expired
Cleanliness
Clear indication of department and product types
Intuitive structure of departments
Clear prices, promotions and other communication
Possibilities to explore
Social experience
Enjoyable environment
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
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.
Introduction
Me, Myself & I ...
Nice to meet You !
Meet the contemporary consumer
Empowered
Cosmopolitan
Co-Creator
Emotional
So how to go from here?
Lets get Connected:
Surveying
Discussions
Observations
Fusion Research
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!