How Social Media Research can complement Qualitative Research
Jim Longo @LongoMRVice President of Research and Marketing Itracks
Really, what is it?
Social media are media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.
The Impact
1. Social Media is a Source for Consumer Insights
2. The Importance of “Listening” to Consumers
3. Market Insights with social research
4. Market Research Vendor Mash-Up
Who is using it?
• Measure Consumer Sentiment Analysis
• Like/Dislikes
• Buy/Not Buy
• Connect with Customers
How is SMM being used?
• Social media monitoring tools are currently used in a variety of ways and some tools are designed more for one specific use. Examples include:
– PR or Customer Relationship Management– Marketing - campaign measurement– Marketing research - to gain deeper insights
• HOW the tool is used may also determine WHERE in an end-client organization the platform resides, such as marketing, advertising, PR, corporate communications.
– Market research clients may not even know that another department is already using a platform that they may be able to access.
• There may be a full-time staff member dedicated to social monitoring or it might be part of a larger role, such as brand management.
Who owns social media?
• There is currently a fair amount of controversy over ownership of this new space.
• Advertising agencies, market researchers and end clients are currently fighting for this space.
• Because digital conversations are “qualitative on a quantitative scale,” many believe that analysis should reside with an objective researcher, similar to the rationale as to why end clients should not conduct their own market research.
Why do I care?
• SMR can increase revenue – SMR can serve as an additional revenue stream
• SMR can add value – Complement/support other methodologies
• SMR can develop new business– Used as part of your ‘pitch,’ SMR can differentiate you from other
competitive research agencies. Clients appreciate knowing that you understand their brand AND can uncover strengths, weaknesses, opportunities and threats BEFORE they hire you.
• SMR can build client relationships– Transition from a project-to-project client relationship to a partnership
where you watch and monitor conversations about their brands, allowing you to proactively suggest research topics versus waiting for the client to come to you.
What can we learn from SMR
1. Uncover new/diverse consumer types and/or respondent groups2. Learn the ‘language’ the target market speaks in, in order to better
inform other research methodologies or help hone d-guide creation3. Unearth larger scale topics/issues that can be probed
upon/expanded in other deeper-dive methodologies4. Uncover real-time, current buzz without having to wait until it
becomes mainstream5. Understand where conversations are taking place, so as to direct
marketing efforts towards specific channels AND leverage the opportunity to launch and fuel conversations where there currently are none
6. Add value to any research execution while limiting time and budget resources, yet maximizing geographical coverage
Sum it up
Online Q
ualitative Social Media Monitoring
Real World Example
Discussion Levels: Casual Dining
Real World Example
This chart shows that Red Lobster has relatively the same number of positive and negative comments as compared to other seafood chains
and another Darden subsidiary (Olive Garden), but is viewed more
favorably than Applebees. (This analysis could be modified to
represent any other restaurant chains in Red Lobster’s competitive
set.)
This chart shows that Red Lobster has relatively the same number of positive and negative comments as compared to other seafood chains
and another Darden subsidiary (Olive Garden), but is viewed more
favorably than Applebees. (This analysis could be modified to
represent any other restaurant chains in Red Lobster’s competitive
set.)
Sentiment: Casual Dining
Real World Example
The Brand Passion Index is a measure of three metrics – buzz (size of bubbles), sentiment and passion. Here, we see that Red Lobster and Olive Garden see
about the same number of mentions, but that consumers have stronger feelings about Olive Garden – though they are not always as positive as those for Red
Lobster. Again, Applebees shows quite a bit of negative sentiment… which may be worth digging into – providing an opportunity for Red Lobster to “win” and
capitalize on areas where Applebees loses.
The Brand Passion Index is a measure of three metrics – buzz (size of bubbles), sentiment and passion. Here, we see that Red Lobster and Olive Garden see
about the same number of mentions, but that consumers have stronger feelings about Olive Garden – though they are not always as positive as those for Red
Lobster. Again, Applebees shows quite a bit of negative sentiment… which may be worth digging into – providing an opportunity for Red Lobster to “win” and
capitalize on areas where Applebees loses.
Brand Passion Index: Casual Dining
Real World Example
While seafood gets the most mentions in terms of what consumers like about Red Lobster,
interestingly it’s shrimp (by a landslide) versus any other seafood that gets talked about most. Further
digging could yield exactly what it is that consumers like about the shrimp dishes. Depending on research objectives, this could help fuel strategy
for promotions (shrimp meal coupons?), website development (recipes online?), etc. The same could be done for those widely-talked-about biscuits that
we all know and love!
While seafood gets the most mentions in terms of what consumers like about Red Lobster,
interestingly it’s shrimp (by a landslide) versus any other seafood that gets talked about most. Further
digging could yield exactly what it is that consumers like about the shrimp dishes. Depending on research objectives, this could help fuel strategy
for promotions (shrimp meal coupons?), website development (recipes online?), etc. The same could be done for those widely-talked-about biscuits that
we all know and love!
Top Likes: Red Lobster
Real World Example
Price dominates here in terms of a negative factor. Further mining can
uncover more specific concerns relative to price.
Price dominates here in terms of a negative factor. Further mining can
uncover more specific concerns relative to price.
Unhealthy food – what’s unhealthy? Could there be misconceptions that
perhaps Red Lobster could educate
consumers on?
Food poisoning and tummy aches make up 10% - are these coming
from certain menu items? Certain
locations?
Unhealthy food – what’s unhealthy? Could there be misconceptions that
perhaps Red Lobster could educate
consumers on?
Food poisoning and tummy aches make up 10% - are these coming
from certain menu items? Certain
locations?
Would be interesting to see
what consumers are comparing Red
Lobster’s quality to? What’s better? What’s worse?
Would be interesting to see
what consumers are comparing Red
Lobster’s quality to? What’s better? What’s worse?
Top Dislikes: Red Lobster
Real World Example
The first comment here seems to relate to service as well as food (“salty”) –
this is where the skill of the researcher is needed to uncover themes that are true reflections of food
quality and not other forms of quality.
The first comment here seems to relate to service as well as food (“salty”) –
this is where the skill of the researcher is needed to uncover themes that are true reflections of food
quality and not other forms of quality.
Verbatim Sampling: Quality
A Qualitative Facelift
A Revised Purpose
To explore the optimal utilization of Social Media tools in conjunction with traditional and non-traditional qualitative research methodologies and serve as a case study for all qualitative researchers looking to incorporate Social Media methodologies into a holistic research solution.
Upon study completion, the project team generated actionable recommendations and a published case study exemplifying the nuances of Social Media and how it can best apply to market research in the qualitative setting.
Applications
Facebook Enhanced search feature Facebook-based apps Mobile apps
Twitter Location-based application Real-time search Free Twitter-based aggregation client
Google Reader
Itracks OLFG and BBFG Platforms
In-Person FGs
The Conversation
The Conversation
The Conversation
Online to In-Person – Sort of . . .
Respondents selected from Phase I data
Respondents recruited via
Itracks – Viewers of the premiere
A B Online Bulletin Boards
OLBBs with viewers of the premiereCompare and contrast sentiment and viewpoints from both
respondent groups with data captured in Phase IFocus on Starbucks Via brandUtilization of Flip cameras for in-home and experiential feedbackRespondents will allow temporary access to their SM habits via
following on Twitter or adding as friend on Facebook
SMR In Action
1. We Listened With Social Media Monitoring
2. We Asked With USA Talk Now
SMR In Action
3. We Received Feedback Using iMarkIt
Overall Starbucks' customers were positive about the logo change and felt that it was a natural evolution. We were also able to prove that the change was a success in positioning the organization as being more than just a coffee supplier.
Background – the study
Technology convergenceA synergistic combination of formerly discrete
digital technologies.
Most critical for early & late majority
Tend to be products that are both high-performing & aesthetically pleasing
Degree of personalization & expressiveness; more important for teens than adults.
Key Benefits- Save time- Save effort- Save money
Maximize the consumer’s ability to fulfill personal needs
Social invitation to screener via “conventional”/free SM
Invitation to survey – leveraged Twitter •Tweeted, retweeted•Picked up by other sites•Quality of recruits higher than panel
• Digital ethnography
• Ease of implementation
• Longitudinal in nature
• Real-time
• Low fiscal cost
• Ease of in-study modulation
• Digital polling
• Ease of application across locations
• Checkpoint/verification of communication “gap” of expressed vs. actual
The Fallout
Why do I care? And why should you.
Social Media
• Sample Population
• Biased nature of population utilizing SM tools
• Unfamiliarity with tools/concepts
• Validity
The Fallout
Proactively Suggest Research
Recruitment
Discussion Guide Development
Speak the Consumers Language
Build Relationships with Participants
Strengthen Client Relationships
You have a choice!
Thank You
Jim Longo @LongoMR
Vice President of Research and Marketing
Itracks