connected research workshop
DESCRIPTION
TRANSCRIPT
1Taking Connected Research Forward© In
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Let’s get connected!
2Taking Connected Research Forward© In
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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
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4Taking Connected Research Forward© In
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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)
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We believe ...in the power of new research methodsfor better marketing decision making
InformationalProviding more depth to research insights
TransformationalDoing things that were previously not possible
AutomationalConducting research more efficiently
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We believe ...in tradition
Traditional methodologies are not deadInnovative solutions still require a strong
backbone
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We believe ...in connected research
Everything we do is aimed at enhancing intimacybetween you, your market and us.
We believe ...in sharing and co-creating
5% of our turnover is invested in R&D10 ESOMAR papers over the last 2 years
Academic links all over the worldNo black boxes
New methods are co-developed with clients
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11Taking Connected Research Forward© In
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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
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OLD MEDIA LOSES
CITIZEN JOURNALISM
WE ARE THE MEDIA
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MAKEBREAK
EVERYONE IS A CRITIC
POWERFUL
CONVERSATIONS
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“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
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suppliers
proprietary panelsprices
response rates
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How do WE deal with these trends?
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We complete more(online) surveys
in an ever increasing tempousing the same methods!
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Global Warming of panels
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high quality
dedicated / branded
social media
(n)etnography
...
semantic analyses
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It’s an evolution ...
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But let’s stop barking ...
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panel provider centric
people / participant centric
Consider repositioning from
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Basic market research notions will change!
interviewing?interviewing?data collection?data collection?
representativeness?representativeness?sampling?sampling?
unit of analysis?unit of analysis?qualitative & quantitative?qualitative & quantitative?
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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
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(Re)connecting companies with their consumers
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CompanyCompany
ConsumerConsumer ConsumerConsumer
ConsumerConsumer
CompanyCompany
ConsumerConsumer ConsumerConsumer
ConsumerConsumer
“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.
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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
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T E
D
R
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E A
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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
RE
SE
AR
CH
S
OL
UT
ION
S
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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
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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 …
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23200 posts
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27% of conversations about brands
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Social Media Tracking on tripadvisor.com
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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
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Online discussions...Experiences? Doubts? Questions?...?
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300
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Online Discussion Groups
Moderator guide
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Sentence completion
Avator creatio
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Photo sorting
Associations
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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
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Top-of-mind fast processing
Cognitive processing
Ad remStimuli based
Fleeting
Social context
TriggeredCognitive
processing
Memory
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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
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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
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Opening-up of participants
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Recruitment around a common interest!
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Moderator / CatalystModerator / Catalyst
A peer Trust
Inspirational Collaborative
Behind the scenes Connecting
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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?
Intrinsic motivation
Extrinsic motivation
We give them feedback
We give them incentives
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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
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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
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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
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Session screenshot
The respondent can see the moderator via the webcam
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 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 mouse mouvements of the respondent are shown on screen
The respondent’s desktop is shown to moderator and clients
The respondent’s desktop is shown to moderator and clients
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Traditional user experience setting
OFFLINE
New user experience setting
ONLINE
Interviewing room:respondent & interviewer
Observation room: clients
Respondent @ home
Interviewer @ InSites office
Clients @ client office
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After the report of the online user experience interviews was completed, it was compared to the report of the traditional user
experience interviews
CONCLUSION?CONCLUSION?
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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
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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
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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
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Likes: 33% no idea
Dislikes: 34% no idea
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%
Panel experience: (Panelsatisfaction study 2006)
• I find open questions annoying: 24%• I find open questions too time
intensive: 32%
User-coded Open Ends
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1 Creation
3 Propagation
2 Contextualization
User-coded Open Ends
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Recognition USP
Targeted USP
Natural USP
User-coded Open Ends
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User-created Brainstorms
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Post-its
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Research solutions?
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Explore what is “Talk of the World” today among global opinion leaders
Test and finetune TOW concepts for Heineken among global opinion leaders
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overalloverall
marketing & advertisingmarketing & advertising
charitycharity
Co
rrec
ted
pro
pag
atio
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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
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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?
Talk of the WorldTalk of the World
TOPIC OF TALK
Will consumers talk about the experience created by the WOM concept or about the
Heineken brand specifically?
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Heinz brand essence?
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HOMEWORK
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ONLINE DISCUSSION GROUPS
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BULLETIN BOARDS
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"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 BorggreveConsumer Insight Manager
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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
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Being ongoing connected...
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AGENCIES CONSUMERS
COMPANY
INFORMATION& INPUT
INSIGHTS & IDEAS
INNOVATION& CONTENT
BETTERBETTERBRANDSBRANDS
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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)
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Testing conditioning effects – Product ratings A zoom on all key scores of wave 5
Pro
duc
t R
atin
g
1,0
1,5
2,0
2,5
3,0
3,5
4,0
Usefulness Unpriced buying intention Uniqueness Believability Enthusiasm Product
Understanding Appeal
Participated only in wave 5 3,0 2,7 2,8 3,1 2,4 3,1 3,6
Participated in 2 waves 2,7 2,4 2,7 3,0 2,2 3,1 3,4
Participated in 3 waves 2,6 2,3 2,6 3,0 2,0 3,0 3,2
Participated in 4 waves 2,7 2,4 2,6 3,0 2,1 3,1 3,2
Participated in 5 waves 2,7 2,2 2,6 2,9 2,0 3,0 3,2
Wave 5:Cereal
Wave 5:Cereal
Sig. difference (95%)
R2 = .01
R2 = .02
R2 = .01
R2 = .02
Effect size
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.... And most of all, our participants like it!
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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
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Panel Experience Panel Experience panel scoring model, survey experience, talk 2 change, ...panel scoring model, survey experience, talk 2 change, ...Panel Experience Panel Experience panel scoring model, survey experience, talk 2 change, ...panel scoring model, survey experience, talk 2 change, ...
Semantic Analysis Semantic Analysis online safari, social media audit & tracking, open-ends, ...online safari, social media audit & tracking, open-ends, ...Semantic Analysis Semantic Analysis online safari, social media audit & tracking, open-ends, ...online safari, social media audit & tracking, open-ends, ...
Connected Research Connected Research new plug-in’s, mobile research, fusion platform, ...new plug-in’s, mobile research, fusion platform, ...Connected Research Connected Research new plug-in’s, mobile research, fusion platform, ...new plug-in’s, mobile research, fusion platform, ...
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Thank you!Questions? Let’s talk about it during the lunch!