6. Evolution!

7. Context & Multiplicators

10. A world of ‘perfect information’

11. Consumers create content themselves

12. social connections participation content generation

13. CITIZEN JOURNALISM

14. MAKE BREAK EVERYONE IS A CRITIC POWERFUL CONVERSATIONS

15. We believe today’s consumers ... are empowered They have the means to make or break brands on a scale never seen before. They choose what they talk about, not the marketers. “ Companies can’t stop customers from speaking up, and can’t stop employees from talking to customers. Their only choice is to start encouraging employees to talk to customers - and empowering them to act on what they hear ” The Cluetrain Manifesto

21. New consumer behaviour paradigm User enters keyword User processes search results User visits brand site Keyword hunting Category, brand, feature awareness Product (experience) comparison Customer experience How we wish they searched ... the actual search cyclone ... Discovery Discussion Decision

22. We believe today’s consumers ... are cosmopolitans Consumers switch between online and offline, they mix media like never before, are always on the go, create their very own ‘cocktail’ of attitudes and are part of a global social web. That’s why they are more difficult to grasp!

26. Giving feedback : 66% Co-create products/services: 53% Input for branding & communication actions: 45% Openess of the consumer to connect with companies (InSites Consulting’s MC DC 2009)

30. We believe today’s consumers ... are co-creators The relationship between marketeers & consumers have changed. Without realizing the impact of consumers has increased! “ 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

37. Top 5 brands of the world according to Interbrand Top 5 brands of the world according to Facebook 3,7 2,6 0,65

38. We believe today’s consumers ... are emotional Decisions have always been strongly guided by emotions, today we are more aware of this & tapping into them has become ‘easier’. “ For far too long, emotions have been concealed behind closed doors and ignored in favour of rationality and efficiency” Dan Hill, Emotionomics

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

45. The information & the people we need are out there… … but we have not adapted our tools

46. Invest in something with a future

47. B r a i n s t o r m

50. HOW CAN MARKET RESEARCH MAKE THE MOST OUT OF SOCIAL MEDIA THROUGHOUT THE ENTIRE MARKET RESEARCH PROCESS ? Market research process = kick-off, methodology, recruitment, data collection, analysis, reporting and consulting Come up with 5 ideas; Use a post-it note; You can explain!

52. panel/research provider centric people /participant centric Consider repositioning from

53. Building a research eco system We need to avoid global warming of panels and install a waste reduction program, respecting the needs of today’s participants Empowered Recycle existing info Cosmopolitan Be where they are Co-creator Give back Emotional Connect

54. (Re)connecting companies with their consumers

55. 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.

56. Using advanced methods Careful selection & fusion to better grasp the new reality Me We Emotion Ratio Me We Synchronous Asynchronous Me We Natural Lab Surveys Discussions Observations Online discussion groups Online 1-to-1 interview Online duo interviews Bulletin board Individual blogs Group blogs User-created brainstorming User-coded open ends Social media netnography Online safari Multi-media ethnography Explicit questions Deprivation Activation Implicit questions Post-it Emotion measurement Secondary company data Daily 2.0 Exit Forum

60. Creation Propagation Contextualization User-coded Open Ends 1 3 2

61. Recognition USP Targeted USP Natural USP User-coded Open Ends

62. User-created Brainstorms

63. Post-its

65. Online Discussion Groups

66. 1000

71. Sentence completion Avator creation Photo sorting Associations

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

75. Happy research participants 2,45 3,34 3,38 3,9 4,17 4,21 4,24 4,28 4,38 4,48 4,59 4,59 Did the session change your opinion about CSR? Did you tell everything you wanted to? Amount learned during discussion Personal contribution to discussion Like group dynamic/interaction? Involvement in discussion Find discussion interesting Was moderator listening? Moderator enabled expression? Enjoy research method Did you understand group exercise instructions? Openness in responses Mean Score (out of 5)

76. Automational Informational Transformational The power of text analytics

77. * 12 online discussions groups * 80 participants * 63 countries * 50 clients watching in real-time * Covered from 1 central location

78. Focus & stakeholders Supplier 7 Neigborhood 7 Competition 9 Government 12 Shareholders 16 Consumer 100 Environment 50 Employees 43 Society 76

79. responsible company quality product price leadership customer service advertisement value innovation excellence employer fun safe shareholders goal profit friendly honest safe image status personal values comfortable

80. Integrated Cases

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

82. 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

83. Heinz brand essence?

84.  HOMEWORK

86.  ONLINE DISCUSSION GROUPS

87.  BULLETIN BOARDS

88. "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

89. Online 1/1 & Duo Interviews

90. 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

91. 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

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

93. Research Communities

94. We are different from our target audience! CONSUMER TWIN SCORE Q : When you compare yourself to the consumers in your target group, to what extent do you see an overlap or a difference between both?

95. Let’s join the conversation

97. Research Communities

98. Insights Ideas Innovation Renovation Branding & communication Customer Experiences Consumer Insights

99. Dedicated panel Talk To Change Qual add-ons & mobile

102. Sensing Observe Insighting/ideation Connecting Facilitate Join

104. Getting started

105. The number of Dunbar (1)50

106. Never underestimate the power of n=1

107. Brand and/or topic identification Recruitment specs Client openness Brand / Topic My identity

110. Experience Meet & greet sessions Story of the project Feedback Incentives

111. Meet & Greet Sensing zone Feedback zone Ideation zone Social Corner Research Community building blocks:

112. Engagement Input Buy in

115. The story Equilibrium The methods The results

117. Community moderation, being contagious is key...

118. We believe in storytelling

120. Enriched content photo, audio, video, links, embeds,...

122. Give back ! Topic related incentives Charity Feedback & insights

123. Benefits

124. 1 Sensing experience

125. 2 Direct consumer line

126. 3 Unsollicited feedback

127. 4 Consecutive learning

128. 5 Always on

129. 6 Value equation

130. Deliverables

131. Feeling reports

132. Activity sheets Satisfaction scores

133. From results to actions!

134. Cases

135. Chiquita Fruit in a bottle

138. Start walking in your customer’s shoes

139. Dunlop Bytes on speed!

140. De Standaard Reconnecting with youngsters

145. Er bestaat niet zoiets als ‘ jongerennieuws’ Alle jongeren = alle interesses 1

146. Jongeren hebben een drang om continu van alles op de hoogte te zijn. Ze willen niets missen en steeds up to date zijn met het meest actuele nieuws. Om dat te bereiken stellen ze zich open voor een maximaal aantal kanalen 2

148. Ze proberen over alles iets te weten, maar het is onmogelijk om over alles veel te weten. Daarom filteren ze uit de grote hoeveelheid oppervlakkig nieuws een aantal zaken waarover ze meer informatie willen 3

150. Op het moment waarop de krant geconsulteerd wordt, is er net enorm veel competitie van andere kanalen 4

153. Danone Exploring the world of water

154. Water Challenges at Danone

155. Prelimary research & screening Quantitative phase Diary research Ethnographic research Community research Screen out Diary research Diary + bulletin board research Yes No No Diary + ethno research Yes Yes No 2 online focus groups

158. ... wake up better ...have a better night of sleep If I drink water, I will... Brain Mouth Throat Kidney Stomach

159. Future Talking Multi-client community

161. Idea Brewers Multi-country community

162. Heinz Let’s talk about the future

165. Observational Research has to change !!!

166. Culture of interviewing Culture of caching We keep asking questions Answers are already there

168. Hawthorne effect Researcher gaze Time & cost intensive Traditional ethnography context Participant R

170. Maintain the research eco system

171. Observational research = Data collection method where research participants are not activly interviewed about the research objective. Instead, we observe what consumers tell us spontaneously through user-generated content and cognitive/physiological measure or digital recordings

172. DATA COLLECTION using pre-defined research tools, traditional ones or innovative ones ANALYSIS answering questions that were predefined SURVEY/ TOPIC GUIDE DEVELOPMENT what do we want to ask SAMPLING selection of participants we want to talk to FRAMEWORK DEVELOPMENT what do we want to observe? which conversations interest us? SAMPLING selection of sources/situations you want to observe DATA COLLECTION with the aid of research blogs or webscraping ANALYSIS Combination of quantitative & qualitative analysis techniques + textmining

174. Partici Participant Traditional observation 00 Client Participant Context Researcher Researcher All-out observation Context Crowd interpretation Involve participant in data collection Involve crowd and client in data collection

175. Ethnography Process

176. Ethnography Process

177. Ethnography Process

178. Ethnography Process DIMENSIONALISATION BREAKING INTIMACY BRIDGING OMISSION EMOTAGS ABSTRACTION

179. Ethnography Process

180. Ethnography Process RECOGNITION? REMAINING QUESTIONS? ACTIONABLE?

181. Multimedia Ethnography

183. WE ME (I’m better) THINK DRINK CHANGE CONSERVATISM REAL WORLD FANTASY WORLD Fashion girl Fashion boy Breezer sluts Jumpers Nerds Geek girls emo Alternative Punk Gothic Rockers Tektonic Skater Hippies Rapper

184. The shopping experience through consumers eyes Different touch points POST-SHOPPING SHOPPING Finding a parking spot Find the products on my list Exploration (new products, social, ...) Scanning Packing up the goods Driving home Putting away the goods Paying Enter the store Waiting at checkout Finding a trolley Finding a coin for a trolley Going to the shop PRE-SHOPPING Making my shopping list Empty bottles?

185. Two types of importance for each touch point Exposure versus impact Parking Trolley Entrance Shopping Check-out Packing 3% 2% 1% 65% 23% 6% 5% 9% 18% 35% 26% 4% Exposure Impact

186. Performance of each touch point Parking Trolley Entrance Shopping Check-out Packing

188. Online Safari

189. The presumed target group? CITYLIFE WORK FAMILY LOVE SPORTS PLAY TECH WORK AUTHENTIC TRENDS STATUS STYLE ONLINE HERITAGE QUALITY SHOP

190. Online safari Universe detection Data collection: scrape the internet

192. SELF DIRECTION HEDONISM INSPIRATION AMBITION

193. Social Media Netnography

194. Social media netnography = research methodology that makes use of publicly available user-generated-content in order to answer a research question

196. Research questions

198. 7. Datacollection through webscraping technology Nethnography, how ?

199. Deliberatly searching for specific terms of interest Discover hidden links between categories of one person, brands, type of websites Check original verbatims qualitative

204. 23200 posts

205. 27% of conversations about brands

206. Social Media Tracking on tripadvisor.com

207. Longevity Health problems Quality of Life Daily life impact

208. 81.861

209. Buzz volume Sentimeter Hits & winners Opportunities Immediate attention

210. Buzz volume Sentimeter Eating professional Housing Payment Guilt Identity Telephone call Treatment Diagnosis Transport Dog Personal care Law Clothes Active Friends Decision Safety Religion

211. Eating = enjoying life Health problems Appetite decreases Altered taste Chewing Swallowing

212. Their recommendations Our challenges

213. Mind your language

214. Keep it short

216. F USION methods insights skills

217. We need to start all over again …

218. We believe ... in connected research Everything we do is aimed at enhancing intimacy between you, your market and us. Yes we will ! Yes we can!

219. Take home What will yóu do differently?