Augmented Research
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The document discusses the evolving role of social media in understanding consumer relationships, emphasizing that consumers value connections with each other more than with brands. It advocates for augmented research techniques that integrate qualitative data with social behavior, location, and storytelling to create a more immersive understanding of brand engagement. The future of research lies in leveraging real-time data to build adaptive strategies that embed brands into the social fabric.
![Up till now, social media in research has been mostly about LISTENING. [ > to CONTENT > from a DISTANCE ]](https://image.slidesharecdn.com/augmentedresearchweb-110301160507-phpapp01/85/Augmented-Research-44-320.jpg)
Augmented Research
- 1. Augmented ResearchPlugging Brands into the Fabric of SocietyFrancesco D’Orazio, Research Director, @abc3d1
- 2. We have been asking the wrong question
- 3. “We talk of the relationships consumers have with our brands as if they were primary but the data points to things being otherwise. Consumers’ most valuable relationships are not with brands but with other consumers” Mark Earls
- 5. Social media allow us to learn about the relationships and interactions between consumers and how brands can fit into that equation Cosmic 140 © Information Architects, Inc. 2010
- 6. Social Media allow us to see how interactions play out at network level
- 7. How do you fit into peoples lives?What does it mean to be human?© Avatar Sculpture Works 2005
- 8. SMinR 2010 “most researchers are not immersed in it…social media is still viewed by many as just a tool rather than as an immersive environment.”full Social Media In Research 2010 Study at http://www.facegroup.co.uk/category/sminr
- 9. Currently we look at social media like a butcher looks at a carcassCutting by keywordsAggregating by channelsWeighting by influence
- 10. © AlexandreFarto aka Vhils 2010We are only just scratching the surface > CONTENT
- 11. © AlexandreFarto aka Vhils 2010Missing out on CONTEXT > stories, social spaces, physical spaces…BEHAVIOUR > activities, purchase, consumption…
- 12. The code behind a tweet
- 13. “you can’t turn data into a story without joining the data with, well, other data.”
- 14. “A Periodic Table of Human Behaviours” David Bausola
- 15. A few types of available data…SocialLocationBehavioural
- 16. Social+Behavioural Data will lead towardsPersonal Predictive AgentsLocation data as “Remote Control for Reality” (Amber Case)Networks of sensors will make for a sentient web of sentient objects
- 17. In the near future we are going to ‘wear data’ like we wear clothes* *Provided we get granular control over it
- 18. “Your Life in 2020” © FrogDesign 2010
- 19. “Your Life in 2020” © FrogDesign 2010
- 20. “Your Life in 2020” © FrogDesign 2010
- 21. We are increasingly able to access vast amounts of information in a structured way through APIs
- 22. Access to real-time data allows us to:Authenticate informationBe adaptive, optimize product and strategyIncrease satisfactionBetter understand context and behaviourPredict future behaviour
- 23. It’s up to us to come up with creative ways to join the dots
- 24. Augmented Researchdata-powered qualitative research for the network age
- 25. the packaging looks cool but...PICTUREPOLLSThis is social media mining. How do we augment it?CHATlove this ad...did you hear that..saw this on fbBLOGthis is cool..check this outVIDEOactionweb scanactiontargeted monitoringfeedbackfeedbacknoise reductionrefined mentionsfeedbackfeedbackanalysisreporting
- 26. More on Pulsar Social Media Mining Solutions
- 27. More on Pulsar Social Media Mining Solutions
- 28. Augmenting the mining with nethnography
- 29. Augmenting the mining with ethnography
- 30. Augmenting the mining with crowd-sourcing
- 31. Augmenting the mining with social experimentsRandomized sampling
- 32. Augmenting the mining with social data i.e. Twitter Streaming/REST, facebook Open Graph APIs
- 33. Augmenting the mining with location data
- 34. Augmenting the mining with CRM andbehaviouraldata
- 35. Augmenting the mining with storytelling
- 36. Augmenting the mining with storytelling
- 37. Augmenting the mining with robots
- 38. The social web provides inspirationBots are like magnets, they learn and createrather than sever and aggregate
- 39. And this is a market research community. How do we augment it?More on Face Research Communities here
- 40. Augmenting market research communities with social dataMore on Face Research Communities here
- 41. Augmenting market research communities with category/subject dataMore on Face Research Communities here
- 42. Augmenting market research communities with social creativityMore on Face Research Communities here
- 43. Augmenting nethnography with location data
- 44. Up till now, social media in research has been mostly about LISTENING. [ > to CONTENT > from a DISTANCE ]
- 45. But the opportunity is much bigger than listening.It’s about plugging brands directly into the fabric of society
- 46. Research as a tune in operation that can turn an organization into a live networked organism