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The Digital Research Renaissance
Opportunities For The Next Decade
Topics
The Research Renaissance
Digital Market Research
Principles of Digital Market Research
Case Studies
Wrap‐Up
The Research Renaissance
The Research Renaissance
The greatest research opportunity of the last 100 years is right in front of us
Digital Market Research
Trusted, credible source of insights ‐ strategic and tactical
Proprietary Shared
Qualitative QuantitativeRESEARCHMETHODS
AccessPanels
SocialWeb
Pop-upsBanners
OnlineFocusGroups
BulletinBoards
OnlineEthnography
Web-ListeningText Analytics
OnlineSyndicated Trackers
OnlineAd-hocSurveys
DATASOURCES
CustomerE-mail DBs
CRMDBs
CommunityPanels
MIS/ERP Retailers
OnlineTrackers
ADVANCED ANALYTICS
4 Principles of Digital Market Research
1. Embrace Big Data
2. Adopt a network mindset
3. Use a listening framework
4. Always connect the dots
1. Embrace Big Data
1. Embrace Big Data
1. Embrace Big Data
1. Embrace Big Data
Sample population “Learn” patterns
2. Adopt a network mindset
2. Adopt a network mindset
2. Adopt a network mindset
3. Use a listening framework
3. Use a listening framework
Listening VoC Communities
Sources
Tools
Curation
Insights
3. Use a listening framework
ParsingParsing ParsingParsing ParsingParsing
ClassificationClassification ClassificationClassification
TaxonomyTaxonomy
Counting Terms Keyword Sentiment Feature-Level Sentiment
4. Always connect the dots
4. Always connect the dots
Case Studies
Live Demo – Smart PhonesHealthcareBankingNotebooks
Live Demo: Smartphones
Key Insight:Similar sentiment (0.76/0.72)
Xanax advantage driven by
efficacy vs adverse events
Healthcare
Xanax
Negative attributes focused on adverse events (side effects)
Prozac
Negative attributes focused on efficacy
Case Study: Notebooks
Top 20 Models
Share of Voice
Top Attributes RankedHigh Importance* Medium Importance* Low Importance*
Selected Models by Sentiment Score
Positive Score Top 3 Brands Top 6 Features
Positive Sentiment for Apple Mb 990 LL/A
Gweetarman Apr 12, 2010buzzillions.com
Apple‐MB990LL/A
Macbook PRO is AWESOME!
"I love this computer....sleekest macbook ever. I've been a mac person for years and this is one of the best they've put out. my only beef with it is the fact that it doesn't have firewire 400 but everything else is great! Thanks bhphoto for always being the best price on the market.
"
E. Sollien "lesns2001" Aug 21, 2009
amazon.com
Apple‐MB990LL/A Awesome Macbook Pro 13
This is my first real Mac also. I must say I'm really impressed so far. The large touch pad is great and works very very well. Everything just runs smoother on my Mac when compared to a Vista/Win 7 Lenovo Ideapad with better specs. I seem to be able to do more quicker with the Mac. iPhoto is really impressive as well, I like the way you can select the persons face and it will detect it in all your pictures. I still can't believe I paid the premium price to have a Mac, but I am glad I did. The only fault I see with this laptop is that it will get hot if you are using it alot for photo/video work, It's not unbearable but it does get hot. Battery life is good, not sure 7hrs, but I always have WiFi on. I also purchased VMWare Fusion for the Mac so I can run Windows Vista or Win 7 if I need it, I've not really seen a need to use it much but the software does a great job.
If you are on the fence and have the $'s go for it! This Mac is perfect size and weight to be used anywhere. I have one other negative the min display adapter that will let you use HDMI won't send audio over the HDMI, not a huge problem but hopefully this is a software issue that will be fixed!
Michael P. Sandoval Feb 02, 2010
amazon.com
Apple‐MB990LL/A Apple Lover
Great price on the Macbook Pro 13" ..... I absolutely love this laptop puts my Dell laptop to shame
Case Study: Banking
Banking ‐ # of Posts by Source
•Most posts are found on Twitter
Bank Share of Posts on Twitter
•The share of voice of BoA is 21%. How does this compare to real market share?•Has my online PR spending paid back this month?
BoA Sentiment by Feature
•BoA has serious issues with Customer Service. •What are they?
Negative Sentiment for BoA – Customer Service
rateitall.com Bank of AmericaI would rate them a 0 but it won't let me. 1 star...
I would rate them a 0 but it won't let me. 1 star is more than they deserve. Avoid this bank at all costs. The customer service is terrible and they charge unreasonable fees for pretty much everything. Move your money to a local bank and pray the bank of america goes under.Add your Vote:
rateitall.com Bank of AmericaDO NOT DO BUSINESS WITH THIS TERRIBLE AND CORRUPT...
DO NOT DO BUSINESS WITH THIS TERRIBLE AND CORRUPT BANK.
Bank of America's fee structure is set-up to steal and take advantage of its clientele. The Federal government never should have saved such a corrupt and deceitful organization. If you do decide to do business with them they will steal from you, and when you call to get you hard earned money back you will experience a nice dose of what could only be called "extremely awful" customer service. I had truly hoped when I made my call that all the bad press Bank of America always receives was overblown, but the fact is if anything they deserve only more bad press. I hope this serves as a warning: DO NOT EVEN THINK ABOUT DOING BUSINESS WITH THESE CRIMINALS!Add your Vote:
my3cents.com Bank of America B of A is a bunch of liers - Mortgage
In Nov.2009 we UPS'd our payment overnight. One week later we get a call that they haven't received our payment. We told them we sent it UPS overnight on the 13th. They tell us to cancel the check and pay them over the phone (banks charge $30 to cancel a check and it's only good for 6 months)we told them we need to find out what happened to our payment first. We check with UPS and they supplied us with the date it was delivered and signed for BY BANK OF AMERICA . We call B of A and tell them we have conformation they signed for the package. They tell us to send a copy of the check imprint and the UPS information so they can research it and it will take about 2 weeks. Constantly getting the run around I finally ask for a manager (after the 2 weeks). The manager gets my info and says she'll research it and get back to me. She calls me a week later and tells me to call and leaves a number. The number is for the regular customer service and they tell me they have no way of transferring the call and all they can do is send her an email. After playing phone tag because they can't transfer the calls, I get a stupid response and letter of "Please send a front and back copy of the
•Unreasonable fees•Non responsive•Hidden fees
•Respond to issue through PR staff or agency•Invite disgruntled customer to a conversation
Spend most of the online PR budget on Twitter.
Is my SoV my fair market share? If not what can I do about it?
Investigate how my overdraft fees compare to competitors.
What is wrong with my customer service? Should I respond to all disgruntled customers and delight them?
How do my credit cards compare to competition? Do I have an image issue or a real one?
Banking ‐ Conclusions & More Questions
Wrap‐Up
For your own company do you have the answers to these questions:
Who owns digital in my company?
What is my digital strategy?
Am I spending enough?
Am I spending it the right way?
How do I choose my digital partners?
Thank You
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