MRECO Conversation Starter
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Talk deck from Market Research Exchange of Central Ohio from 3.17.11.
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MRECO Conversation Starter
- 1. !" Market Research Exchange of Central Ohio! March 17, 2011! adding social media research to your market research toolbox !
- 2. !" in a nutshell! • what is social media research?! • why social media research?! • qualitative perspective! • process! • method playtime! • watch outs! • building your business! • resources!
- 3. what is social media research?! 3! #" it’s about the person and their story.! Online Bulletin Boards! Frequent Spots! Microblogs! Blogs! Life in Pictures!
- 4. why social media research?! 4! #" non-disruptive! inexpensive! already there! Disrupting the fish pond No recruiting, no Very short wait time; can change behavior.! incentives, no travel, no data is already out OOO time! there, just waiting to be =! harvested and Very low investment for analyzed.! high return!!
- 5. !" • The WHY behind larger scale behavioral data! • Gives more than sentiment and explains sentiment! social media • Structure for threading seemingly disparate research from a - ! comments into themes! qualitative • Drive to search deeper to understand the whole perspective! person! • “English Major’s Take”!
- 6. 6! #" process! quantitative backbone! Use an analytics platform that does Natural Language Processing theming that goes beyond sentiment. ! verbatim coding! Within themes that are most popular, seek to understand the “why.”! evolve the search! Look in different directions for other comments as you build insights.! street smarts check! Do your insights make sense for what you know about the brand, category or product? If not, seek out explanations.! call it! When you start to see the same “why” explanations again and again, call it a day.!
- 7. method playtime! 7! #" divide into teams of ~5! objectives: ! • understand consumer articulated benefits of avocados.! • identify habits and practices related to eating avocados.! • understand barriers to buying or eating avocados.! using the artifacts from your worksheet…! Develop hypothesis insights to answer the objectives.!
- 8. !" • Platforms and API access! Nothingnothiing! • Sentiment analysis: clean Nothingnothiing! your data!! • Rise of pay per click fake Nothingnothiing! blogs! social media - ! • Target (shooting range) vs. Target (retailer)! research " watch-outs! Nothingnothiing! • Listen to your customer Nothingnothiing! instead of the “echo chamber”! Nothingnothiing! • Gap logo scandal! Nothingnothiing!
- 9. • Ask, “where are my !" consumers/customers/ clients at in social media?”! • Spend your time on the most relevant platforms first, doing those well.! • Find out where your competitors are playing and be there, too.! - ! • Ask, “what benefit can I building your provide via social media?”! business! • Provide relevant content that meets real needs.! • Be authentic, think like a person not a company.! • Develop a road map.!
- 10. !" - ! building your business! http://www.cmo.com/social-media/ cmos-guide-social-media-landscape!
- 11. 11! #" resources! • Books like Twitterville by Shel Israel! • #NewMR, #SMR on Twitter! • Netnography on LI! • Free/cheap analytics tools! • MRA/IMRO – Top 16 SMR Questions! • Platforms made for research and theming, not just monitoring and sentiment!
- 12. !" questions " & builds! renee! renee@seekresearch.com! @reneemmurphy!
Notes de l'éditeur
- Looking at social media content without asking the question. Qualitative researchers know that asking the question influences the answer. Hawthorne effect. People are extraordinary – they deserve to be heard in whatever way possible in order to release their full potential. SM is one more platform, like FGs or In-Homes.
- It’s about meeting a client need quickly to influence decisions based on what the end consumer needs, in scenarios that previously wouldn’t have allowed for qualitative research.