Connected Research Workshop

Web 2.0: new challenges for marketers & market researchers Introducing ‘Connected Research’ Desk Research ‘Web 2.0’ inspired Online Discussion Groups & Bulletin Boards Online 1/1 & Blogs Research Plug-in’s Dedicated Communities Currently in development @ InSites ForwaR&D Lab

11 mio euro turnover +2.5 mio panel members in +25 countries 80 employees Projects in +35 countries Offices in Belgium and the Netherlands Yearly growth +40% last 7 years Since 1997 Full-service Independent Working for 40% of best global brands (2008)

We believe ... in the power of new research methods for better marketing decision making Informational Providing more depth to research insights Transformational Doing things that were previously not possible Automational Conducting research more efficiently

We believe ... in tradition Traditional methodologies are not dead Innovative solutions still require a strong backbone

We believe ... in connected research Everything we do is aimed at enhancing intimacy between you, your market and us. We believe ... in sharing and co-creating 5% of our turnover is invested in R&D 10 ESOMAR papers over the last 2 years Academic links all over the world No black boxes New methods are co-developed with clients

InSites Consulting Web 2.0: new challenges for marketers & market researchers Introducing ‘Connected Research’ Desk Research ‘Web 2.0’ inspired Online Discussion Groups & Bulletin Boards Online 1/1 & Blogs Research Plug-in’s Dedicated Communities Currently in development @ InSites ForwaR&D Lab

OLD MEDIA LOSES CITIZEN JOURNALISM WE ARE THE MEDIA

MAKE BREAK EVERYONE IS A CRITIC POWERFUL CONVERSATIONS

“ 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

suppliers proprietary panels prices response rates

How do WE deal with these trends?

We complete more (online) surveys in an ever increasing tempo using the same methods!

high quality dedicated / branded social media (n)etnography ... semantic analyses

panel provider centric people / participant centric Consider repositioning from

Basic market research notions will change! interviewing? data collection? representativeness? sampling? unit of analysis? qualitative & quantitative?

(Re)connecting companies with their consumers

Company Consumer Consumer Consumer Company Consumer Consumer Consumer “ Learn from consumers” “ Learn from & allow consumer interactions” a new form of participation research... Connected Research uses interactive tools to tap into social interactions between people and allows a more equal relation between researchers and participants.

S E M A N T I C A N A L Y S I S T R A D I T I O N A L R E S E A R C H C O N N E C T E D R E S E A R C H RESEARCH TECHNIQUES RESEARCH PLUG-IN’S OBSERVATION INTERVIEWING ONLINE DISCUSSION GROUPS ONLINE 1/1 BULLETIN BOARDS BLOGS USER-CODED OPEN-ENDS USER-CREATED BRAINSTORMS POST-ITS EXIT FORUM RESEARCH SOLUTIONS

Expertise building as a researcher … A definition of the category universe as a study subject The components of a product category Immersion in technical matters Learn the vocabulary of the audience A list of brands and a full company profile … handy for research design development, topic guide and survey development, hypotheses generation and results presentation …

27% of conversations about brands

Social Media Tracking on tripadvisor.com

Online discussions... Experiences? Doubts? Questions? ...?

Online Discussion Groups Moderator guide

Sentence completion Avator creation Photo sorting Associations

Gestalt Too dark for drawing attention No fit with target group: Nazi-like Combination with slogan: gay connotation Slogan Good fit with audio Good reflection of car audio power Car audio product category No clear association with product category Does not reflect expected quality from product Branding Dynamic because of athletic figure Relates to all ages (including young) Only medium classy: nazi connotation Gestalt Tattoo is powerful Racism connotation Die hard tuning group detects passion but not convinced Slogan No fit with figure Car tuning is not only loud: insult Does not reflect mysterious atmosphere Car audio product category Only fit without slogan Tattoo is good link Branding Classy: linked to pioneer because of its style & elegance Also the innovativeness (here visualized as a tattoo) is also named as an important value of Pioneer This concept has a very human touch

Top-of-mind fast processing Cognitive processing Ad rem Stimuli based Fleeting Social context Triggered Cognitive processing Memory

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

Recruitment around a common interest!

Moderator / Catalyst A peer Trust Inspirational Collaborative Behind the scenes Connecting

Feedback on the process: “ What happens with my contributions?” “ Have I really an impact on the future of the brands/products?” “ What are the learnings based on our insights?” An inviting incentive program: What nice incentives do they get in reward for their cooperation? We give them feedback We give them incentives Intrinsic motivation Extrinsic motivation

Television Family screen Content with a long duration The Head PC Individual screen Content with a short duration The Long Tail Mobile ‘ On the go’ screen Content with a very short duration Volatile

1/ Social barrieres Too individual (eg. on-demand, e-mail,...)  No family experience  No watercooler effect  eg. on-demand with chatfunction PC?  eg. videogames NO – boardgames YES Having the feeling that WE are watching this program Day scheme Not capable to choose for themselves  Recommendations ( but privacy) 2/ Technology barrier Too difficult (eg. the olderly)! Still not 100% OK! 3/ Price

Session screenshot The respondent can see the moderator via the webcam The moderator can chat with the respondent. A private chat between moderator and clients is also possible The mouse mouvements of the respondent are shown on screen The respondent’s desktop is shown to moderator and clients

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

After the report of the online user experience interviews was completed, it was compared to the report of the traditional user experience interviews CONCLUSION?

Fully integrated into the questionnaire No impact on response rates Possibilty to ask more than one question Possibilty to target questions towards specific profiles Answers can be linked to a participant’s profile Protected Higher participant satisfaction Exit Forums

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

Creation Propagation Contextualization User-coded Open Ends 1 3 2

Recognition USP Targeted USP Natural USP User-coded Open Ends

Explore what is “Talk of the World” today among global opinion leaders Test and finetune TOW concepts for Heineken among global opinion leaders

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 when opening site Useful information Partnerships Thank you page from brand No moving images No commercial objectives No pop - ups Mini website from brand Movies with information Information on labour conditions High 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

Talk of the World RISK Will the TOW concept lead to polarized opinions or will it be stuck in the middle? Will these opions be shared globablly or locally? REACH Will the TOW concept appeal to everybody or to a specific group of consumers? TYPE OF TALK Will the TOW concept create buzz or lead to word-of-mouth? SUSTAINABILITY Is the TOW concept appropriate for an ongoing story or will it be a one-shot action? BRAND RELEVANCE Is the TOW concept in line with the current positioning of Heineken? TOPIC OF TALK Will consumers talk about the experience created by the WOM concept or about the Heineken brand specifically?

 ONLINE DISCUSSION GROUPS

"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

AGENCIES CONSUMERS COMPANY INFORMATION & INPUT INSIGHTS & IDEAS INNOVATION & CONTENT BETTER BRANDS

Testing panel method effects – Panel member quality Response rates between groups 76% 72% 64% 67% 63% 83% 79% 75% 75% 72% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Heinz (completes) Heinz (started)

Testing conditioning effects – Product ratings A zoom on all key scores of wave 5 Product Rating Wave 5: Cereal Sig. difference (95%) R 2 = .01 R 2 = .02 R 2 = .01 R 2 = .02 Effect size

.... And most of all, our participants like it!

Panel Experience panel scoring model, survey experience, talk 2 change, ... Semantic Analysis online safari, social media audit & tracking, open-ends, ... Connected Research new plug-in’s, mobile research, fusion platform, ...

Thank you! Questions? Let’s talk about it during the lunch!

Connected Research Workshop

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Connected Research Workshop