1. 1. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 APresenta*onfrom TheFes*valofNewMRMainStage 5December2012 Socialized Research: Its the End of Marketing Research as we Know it But We Feel Fine AllcopyrightownedbyTheFuturePlaceandthepresentersofthematerial Formoreinforma:onaboutNewMReventsvisitNewMR.org MichaelRodenburgh IpsosASI
2. 2. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 SocializedResearch: ItstheEndofMarke;ngResearch asweKnowitbutwefeelne. MichaelRodenburgh IpsosASI @mike_rodenburgh
3. 3. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 WELCOME TO THE NEW NORMAL Where we are accelerating towards a new singularity where the storing of a consumers life information will be in a single portable digital device
4. 4. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 WELCOME TO THE NEW NORMAL Where we are moving towards a culture where information about most things becomes readily available
5. 5. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 WELCOME TO THE NEW NORMAL And where personalization via devices and apps will continue to quickly grow
6. 6. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 TODAYS CONSUMERS ARE DIFFERENT We have to engage them in ways that capitalize on and mimic their expectations in a digital world
7. 7. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 Thishasprofound implica:onsfor tradi:onalmarket research: Oldmethodsjust arentasengaging andrelevantin todaysnewworld
8. 8. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 IMPLICATIONS FOR MARKET RESEARCH
9. 9. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 Weneedto think different
10. 10. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 SOCIALIZED RESEARCH BLENDSADVANCEMENTSINTECHNOLOGYANDA CULTURALSHIFTTOWARDSOCIALINTERACTIONTO CREATEMOREENGAGING,RELEVANTANDTIMELY INSIGHT
11. 11. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 SOCIALIZINGRESEARCH Socializing SAMPLE Socializing MEASURES Socializing REPORTING Socializing SURVEY People Experience Stories
12. 12. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 SOCIALIZING RESEARCH MEANS BLENDING METHODOLOGIES ACTIVE PASSIVE INTERACTIVE
13. 13. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 SOCIALIZING RESEARCH MEANS BLENDING METHODOLOGIES LINKS SURVEY DATA TO PASSIVE DATA SOURCES SUCH AS: Facebook Social Graph data Mobile geo-location Online click, share, and search data PASSIVE INTERACTIVEACTIVE
14. 14. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 TODAYS FOCUS: PASSIVE EXPERIMENTATION WITH SOCIAL MEDIA DATA
15. 15. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 LEVERAGING THIRD PARTY DATA Facebook is quickly becoming the worlds largest panel, and has recently topped 1 billion users. Socialized Research leverages Facebooks Social Graph.
16. 16. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 MY FACEBOOK PAGE IS AN EXCELLENT REFLECTION OF MY LIFE
17. 17. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 IT CONTAINS PICTURES THAT TELL A STORY ABOUT MY LIFE PerhapsaliTletoomuch thankstoMCHammer costumesandcamera- happyfriends.
18. 18. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 MY LIKES ALSO TELL A STORY Interests Foods&Beverages Travel Sports Poli*cs Professional Entertainment Music
19. 19. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 FACEBOOKS GOLDMINE OF DATA WithusageofFacebook sohigh,itsamazing whatyoucanlearn.
20. 20. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 FACEBOOKSGOLDMINEOFDATA Prole/userinfo userid username name gender locale languages :mezone biography birthday coverphoto educa:on Email hometown interestedin(gender) loca:on(currentcity) poli:calviews favoriteathletes favoriteteams prolepicture quotes rela:onshipstatus religion signicantother website workhistory verieduser
21. 21. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 FACEBOOKS GOLDMINE OF DATA Friendsinfo biography birthday educa:on hometown interestedin (gender) loca:on(current city) poli:calviews favoriteathletes favoriteteams quotes rela:onshipstatus religion signicantother website workhistory achievements ac:vi:es albums books check-ins events groups interests likes loca:ons movies music photos(tagged) television videos
22. 22. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 WHAT YOU CAN DO WITH FACEBOOK Typical Respondent Ipsos Survey
23. 23. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 HOLYCRAP!
24. 24. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 THE BIG IDEA Why cant these be used for research? Apps are already using Facebooks social graph data to inform their product development work. And its all free!
25. 25. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 CASE STUDY: IPSOS MEDIACT SYNDICATED STUDY Daytime TV Viewing Study Conducted July/August 2012 Tracks awareness, past viewing, intent to view, and engagement with various daytime TV programs
26. 26. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 N=600interviews Surveyexperiencerequestedrespondents toLogintotheSurveywithFacebook Wekeptthingssimple,justlinkedFacebook proledata,pageLikes&NumberofFriends N=294sharedFacebookdata CASESTUDYDETAILS
27. 27. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 WITH KEY QUESTIONS IN MIND What could we learn from Facebook data? Could we even rely on it? Are those willing to share their Facebook data different from those not willing to share?
28. 28. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 THE RESPONDENT EXPERIENCE Step1:ObtainConsent Step2:PromptLogin Step3:RequestFBLoginDetails(ifnotalreadyloggedin)
29. 29. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 WHAT WE LEARNED
30. 30. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 THOSE WHO SHARED FACEBOOK DATA ARE ALMOST DEMOGRAPHICALLY IDENTICAL TO THOSE WHO REFUSED AfricanAmericans&collegegraduatesslightlylesslikely tosharetheirFacebookdata
31. 31. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 SIMILARLY THERE ARE NO DIFFERENCES IN THE TECH SAVVINESS OF THE HOUSEHOLD Samerateofowningavarietyoftechnologydevices:
32. 32. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 ANSWERS TO STATED DEMO QUESTIONS TYPICALLY MATCHES FACEBOOK DATA Total Male Female A B 217 70 147 100% 100% 100% 70 68 2 32% 97% 1% B* 147 2 145 68% 3% 99% * A What is your gender? FacebookGender Base Male Female
33. 33. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 ANSWERS TO STATED DEMO QUESTIONS TYPICALLY MATCHES FACEBOOK DATA Total 18-24 25-34 35-44 45-54 A B C D 218 37 48 59 74 100% 100% 100% 100% 100% 37 32 3 1 1 17% 86% 6% 2% 1% BCD* * * * 45 1 42 2 - 21% 3% 88% 3% - * ACD* * * 56 - 2 52 2 26% - 4% 88% 3% * * ABD* * 69 - - 1 68 32% - - 2% 92% * * * ABC* What is your age? FacebookAge Base 18-24 25-34 35-44 45-54
34. 34. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 THIS GAVE US MUCH COMFORT THAT WE COULD RELY ON THE DATA
35. 35. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 NEXT, WE WANTED TO DISCOVER INSIGHTS BASED ON FACEBOOK LIKES
36. 36. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 ANALYSIS OF FACEBOOK LIKES OF 274 RESPONDENTS WHO CONNECTED THEIR FACEBOOK DATA... Not only was this a wealth of data, much of the patterns made intuitive sense 21,000 dierent Likes AVERAGE RESPONDENT HAD149LIKES 21,000+ DIFFERENTPAGE LIKES EIGHT RESPONDENTS HADMORE THAN1,000 LIKES
37. 37. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 VIEWERS OF DAYTIME TV PROGRAMS WHICH SKEW AFRICAN AMERICAN OVER-INDEX ON LIKING MANY AFRICAN AMERICAN PUBLIC FIGURES Regular and occasional Wendy Williams show viewers over-index on Liking: Maya Angelou Fantasia Mary J. Blige Beyonce Fresh Prince Jamie Foxx 2pac Jada Pinkett Smith Oprah Taraji P. Henson Barack Obama
38. 38. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 LIKES TELL US A LOT ABOUT AN AUDIENCES INTERESTS Viewers of Anderson over-index on 71 different page Likes dogthebountyhunter ona&e express pinterest georgetakei dollyparton incep:on mayaangelou fantasia lysol lenovo cheezit drugstore.com womanfreebies.com 2pac eetwoodmac hill`spetnutri:on albertovo5 whitecloud Breyers wellnessnaturalpet food kirkland`sloveand basketball entenmann`s abc7 beneful maroon5 hsn lawandorder:special vic:msunit gain modernfamily o`reillyautoparts daveramsey extragum foxnews degreewomen costplusworldmarket excedrin secret buTernger allfreeclear savealotfoodstores dietcoke fringe birdseyevegetables Clairol maryj.blige caesarscasino tropicana usher bingoblitz slotsfarm sade fearandloathinginlas vegas bingobash nonni`sbiscod amazonstudent doug goredforwomen americanheart associa:on liTledebbie steviewonder dentyne tampax jerseyshore seinfeld swier mio stouer?s shout burt`sbees seaTle`sbestcoee oce
39. 39. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 Viewers of Anderson over-indexed on: Three pet food brands Five health/beauty brands Three baked goods brands This might help us conclude that Anderson viewers: Are more likely to have pets More health conscious Like to eat LIKES TELL US A LOT ABOUT AN AUDIENCES INTERESTS
40. 40. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 WHAT WE LEARNED ABOUT SOCIAL ENGAGEMENT
41. 41. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 ANALYSIS OF SOCIAL IMPACT & ENGAGEMENT R=0.7945 0% 5% 10% 15% 20% 25% 30% 35% 0% 10% 20% 30% 40% 50% NetSocial Activity TVShowReach (Regular/Occasional ProgramViewersAmongall DaytimeViewers) Ellen Dr.Oz Dr.Phil TMZRachaelRay JudgeJoe Brown JudgeJudy PriceisRight People'sCourt Judge Mathis FamilyFeud JerrySpringer NOTEWORTHY FINDINGS: Positive correlation between TV show reach and social engagement
42. 42. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 ANALYSIS OF SOCIAL IMPACT & ENGAGEMENT R=0.7945 0% 5% 10% 15% 20% 25% 30% 35% 0% 10% 20% 30% 40% 50% NetSocial Activity TVShowReach (Regular/Occasional ProgramViewersAmongall DaytimeViewers) Ellen Dr.Oz Dr.Phil TMZRachaelRay JudgeJoe Brown JudgeJudy PriceisRight People'sCourt Judge Mathis FamilyFeud JerrySpringer NOTEWORTHY FINDINGS: Positive correlation between TV show reach and social engagement Non-linear relationship suggests an online double jeopardy effect, larger shows draw disproportionately more social engagement than small shows
43. 43. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 ANALYSIS OF SOCIAL IMPACT & ENGAGEMENT R=0.7945 0% 5% 10% 15% 20% 25% 30% 35% 0% 10% 20% 30% 40% 50% NetSocial Activity TVShowReach (Regular/Occasional ProgramViewersAmongall DaytimeViewers) Ellen Dr.Oz Dr.Phil TMZRachaelRay JudgeJoe Brown JudgeJudy PriceisRight People'sCourt Judge Mathis FamilyFeud JerrySpringer NOTEWORTHY FINDINGS: Positive correlation between TV show reach and social engagement Non-linear relationship suggests an online double jeopardy effect, larger shows draw disproportionately more social engagement than small shows Shows that out-perform the average all have hosts with a high emotional connection with the audience
44. 44. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 GREAT DATA, BUT CONNECTING FACEBOOK DATA IS HARDER THAN IT SOUNDS CODING& TABULATION RESPONDENT OPT-IN EXPERIENCE DATA VISUALIZATION
45. 45. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 Privacy issues in various countries Maintaining positive respondent experience (when weve proven ourselves as doing a poor job at this in the past) CODING& TABULATION RESPONDENT OPT-IN EXPERIENCE DATA VISUALIZATION GREAT DATA, BUT CONNECTING FACEBOOK DATA IS HARDER THAN IT SOUNDS
46. 46. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 Facebook data comes in as unstructured JSON strings Not natively compatible with SPSS Dimensions data collection software Not natively compatible with Ascribe, which we use for coding CODING& TABULATION RESPONDENT OPT-IN EXPERIENCE DATA VISUALIZATION GREAT DATA, BUT CONNECTING FACEBOOK DATA IS HARDER THAN IT SOUNDS
47. 47. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 How to tabulate 21,000 Likes Big data 1000 respondents x 500 friends x 100 status posts = 50 million data points CODING& TABULATION RESPONDENT OPT-IN EXPERIENCE DATA VISUALIZATION GREAT DATA, BUT CONNECTING FACEBOOK DATA IS HARDER THAN IT SOUNDS
48. 48. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 IF ITS THE END OF MARKETING RESEARCH AS WE KNOW IT, WHY DO WE FEEL FINE?
49. 49. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 FACEBOOKDATAWOULDHAVEALLOWED USTOEXTENDTHEUTILITYOFOURSTUDY Promotional opportunities, leveraging affinity to Modern Family for pre- season promotional spots
50. 50. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 And various advertisers could be approached for advertising FACEBOOKDATAWOULDHAVEALLOWED USTOEXTENDTHEUTILITYOFOURSTUDY
51. 51. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 LEARN MORE, IN LESS TIME We could have learned things we wouldnt have known to ask about We could eliminate questions from our survey (demos, etc.) Add contextual information, pictures of respondents, wall posts, friends
52. 52. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 52
53. 53. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 OTHER FACEBOOK DATA VARIABLES CAN LIKELY INFORM OUR RESEARCH BY EXAMINING Frequency of posting in Facebook: # of posts in total # of posts broken down by photos, videos, status updates Measure influence by measuring: Proportion of a respondents posts that are commented on, shared or Liked by their friend network Check-in behaviors (perhaps to inform Shopper strategies): Frequency of checking in, types of establishments checked-in, etc. Use of Facebooks Want button (which is in beta now): Allows us to understand how Wants are different from Likes And many others
54. 54. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 Thebestwaytopredictthe future,istocreateit. Thankyou
55. 55. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 Q & A MichaelRodenburgh Ipsos GregCoops AsianStrategies
56. 56. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 - Main Stage Session 2 Thebestwaytopredictthe future,istocreateit. @mike_rodenburgh michael.rodenburgh@ipsos.com hnp://www.linkedin.com/in/mrodenburgh Thankyou