Getting In Line with Online: How to use the internet to find out more about your customer.
- 1. Getting In Line with Online: How to use the internet to find out more about your customer. Presented by Jim Longo Itracks VP of Client Development & Marketing
- 2. A New Breed of CustomerWide Personal NetworkOnline Throughout the DayReject All Prior BehaviorFull of OpinionsSource: J. Henning, Vovici
- 3. Research: 2.0 vs. Traditional2.0? - plenty of research potential- future of the research community - best way to listen to your customer- will come to dominate market research in the next decadeTraditional?- standards of quality established - battle proven - familiar/comfortableFreaky Trigger: The Information Gamehttp://freakytrigger.co.uk/the-information-game/
- 4. Adapt or Become Extinct
- 5. Adapt or Become Extinct
- 6. Online Qual - A Brief HistoryIt’s been around longer than you think . . . .
- 7. Online Qual - A Brief HistoryBegan in the mid-nineties - Email, discussion groups - Online chat with virtual back room - Development of OBB’s allow for rich qualitative dataHas been gaining momentum as a methodology each year along with the proliferation of the Internet as a data collection tool-Online research has now surpassed the telephone -Will never replace face to face groups, but has a place in research
- 8. Online Qual - A Brief HistoryExperiencing rapid growth -Globalization of brands -Emerging markets -Explosion of computer usage for communication
- 9. How qual is being used online?In Depth Interviews - Richness of dataUsability - Web basedLongitudinal - Less attrition, - additional value in seeing other vvvvvvvvpeoples responsivenessDiariesCPG’sProduct usageHealthcarePhysiciansMedia Viewing or listening habits Blog posting - Day in the life of a product or brandHome Use Test - Higher response rates to placementsEthnography Photo or video tasksShopping tasksBreakout groups - Dyads or triadsPrecursor to Quant - Consumer behaviorProblem solving - Employee groupsMix segments - Physicians and Insurance companies
- 11. Bulletin Board Focus Group
- 20. Online Surveys
- 21. Online SpendingSource: ESOMAR 2009 Global Market Research
- 22. Blog vs. Forum
- 28. Concept Testing
- 29. Concept Testing Heatmaps Visualize respondent behavior in response to stimuli
- 30. Understand likes/dislikes in direct context of your conceptsTreemaps Easily visualize and drill into crosstab dataVideo Timeline Analysis Time-span data visualization (e.g. display all comments for first ten seconds of a video stream left by Females/18-35)Word Analysis Visualize word frequencies using text clouds
- 31. Search one or multi-word combinations
- 32. Segment by demographicsA Part Of The Process- Customers want to be respected- They want to be engaged- Want relevant two-way discussion- Want to see what others have to say- Want to be part of the innovation cycle - Want to see what actions you've taken with their input
- 33. Online Marketing Research Community
- 34. Online Marketing Research Community
- 36. Social Media Is Still EvolvingCompanies have not figured out how to build their brands in social media.. For example, six out of 10 consumers don't bother to seek out opinions of brands via social media.
- 37. Television is not dead. Consumers view TV ads as more trustworthy than ads on social networks. Marketers need to do more in the social realm, but they need to do it in a way that builds trust first. Brands don't have the trust today.
- 38. Not only do campaign specific metrics matter and can be measured but we believe a Social Media Influence SIM Score for the social web is extremely important. A case study from Razorfish using Fluenthttp://www.goingsocialnow.com/2009/07/launching-fluent-the-social-in.html
- 39. What’s Next?You can also drag and drop multimedia content, like pictures and video, into a wave today's email and IM solutions emulate communication models that date back to the 1960s Google Wave is being open-sourced because the company would like to see this technology adopted and extended as broadly as possible Why it’s different from emailWhen you create a new wave, you typically start as you would with an email message, by typing a message (as contrasted with an IM where you would always select a contact or group of contacts first). You can then add users--or participants, as Wave calls them--using a pop-up window. Conceivably, hundreds of people can ride the same Wave at the same time. The Wave itself can become the research environment.
- 40. Thank you. Presented by Jim Longo Itracks VP of Client Development & Marketing