Insight Innovation Challenge: Digital Convergence: Driving Deeper Insights For Maximum Impact by Menaka Gopinath of Ipsos - Presented at the Insight Innovation eXchange North America 2013
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Insight Innovation Challenge: Digital Convergence: Driving Deeper Insights For Maximum Impact by Menaka Gopinath of Ipsos - Presented at the Insight Innovation eXchange North America 2013
7. Enter Ipsos SMX (Social Media Exchange)
Our goal is to help clients inspire and
accelerate business growth by putting
the consumers voice at the heart of
your organization.
We do this through listening and by
creating engaging, collaborative,
environments for brands to interact
with consumers in real-time.
8. A retailer came to us after completing a consumer touch point study where they
examined the consumer path to purchase.
A major element was missing though. Specifically, how does today’s reality, the
digital age, relate to these touch points?
8
A Quick Example
9. Overlay Social Data
Service
Experience In-store
Food
Catalogue
Purchase
Intent
Experience @home
post purchase
Products
Experience
@home
pre purchase
Price
Campaigns
43%
30%
13%
3%
5%
12%
14%
9%
8%
9% „I was at Brand X
yesterday and I was
really impressed by
the wide range of
LED-lamps.“
„In my opinion no one is
allowed to marry until
they have built up a
chest of drawers from
Brand X together.
„Brand X-store
assistants who can‘t
spell the names “
„The transport-
costs are really
expensive!“
„I like the Brand X-Song and
the good thing is that I in fact
need new furniture now!“
„I survived a Saturday
afternoon at Brand X...“
„Hi Petra, no you‘re not the
only one with this
phenomenon! We sometimes
drive to Brand X to eat xxx in
the restaurant, my son loves
them so much…I also always
find something to buy....
„Browsing the Brand X
Catalogue to get
inspirations for sewable
Home-Design“
„Sunday, midnight. I
walk around my room
with my Brand X
catalogue and tape“
This beautiful peace
of furniture costs 39,-
Euros. At that price, I
just HAVE to buy it!
€
Bubble size represents share of topic: products = biggest share Base: Manually coded sample of n=152 , topics ≥3%
10. MozRank* low middle highhigh middle low
+ / -
Controversial
SOCIAL BRAND DNA
Understand Key Conversation Drivers
*MozRank = 1-10, importance of web pages. Most mentions on Twitter & facebook which have a high MozRank.
Service
Experience
In-store
Price Food
Catalogue
Purchase
Intent
Experience
@home
Products
Base: Manually coded sample of n=152
How to read: The Bubble size represents the share of topic. A positioning
further outwards means potentially higher reach.
Negative Positive
11. In Conclusion
The future of market research no longer relies on single
data sources to tell a story. Listening is as important as
asking, and social is embedded in every story.
I recently saw, perusing mindlessly through my instagram feed, someone posted Douglas Coupland’s famous image, “I miss my pre-internet brain.” It got me thinking about my own pre-internet brain… I remember when I first moved to Los Angeles ten years ago, I had a Thomas Guide, a printed book of maps… I can’t count the number of hours I’ve wasted aimlessly reading my friends’ latest status updates… in fact, that’s how we got to this very point. The undeniable truth is that the internet, the social age, has changed our behaviors – how we interact, how we connect, how we learn, how we discover. And with it, has come an immense amount of data…
Our not so distant past was definitely less cluttered with information, in fact one might say even pristine.
Flash to today, and we’re in an information overload. 90% of the world’s data came from the past two years.
And tomorrow, it’s only proliferating even more. So how do we make sense of this data?
There are a lot of solutions out there to provide you with an overview of what people are saying… and understanding the conversation is definitely one step. To really help a brand uncover actionable insights, deeper insight, we need to connect the dots.
Our approach is to listen to and engage with the social conversations, then apply that learning using proven analytical frameworks, and linking it to other research Ipsos our our clients’ have done.
Let's look at a quick example (use Ikea path to purchase example)… In this example, we already had defined consumer touch points through a path to purchase study — but how does social media and digital impact those touch points?
With analysis we can help consumer understand the information captured and provide actionable insights.
The in-store experience is the most polarizing topic. It is an emotional love-hate relationship between store visits perceived as exciting events and also as very stressful endeavours. Service components have a relatively low share but a negative tendency. Diverse things are mentioned e.g. high transport costs and the missing option to pay via credit card. Dissatisfaction should be monitored.
The future of market research no longer relies on single data sources to tell a story— truly customer centric solutions (that deliver maximum impact) follow the consumer across multiple screens and dimensions for a 360-degree view.