Presentation given to the S. CA QRCA Chapter in September 2010. Where does Social Media fit in Qualitative Research? How does this evolution and paradigm shift in communication affect the market research industry? What does the future of the qualitative market research industry look like?

1. Do We REALLY Have To Be….
Social?
http://www.lebjournal.com/newz/about/
Social Media for Market Research

2. Marketing: (AMA) The activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers,
clients, partners, and society at large.

3. Marketing: (AMA) The activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers,
clients, partners, and society at large.
Advertising: A form of communication intended
to persuade an audience (viewers, readers or
listeners) to purchase or take some action upon
products, ideals, or services.

4. Marketing: (AMA) The activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers,
clients, partners, and society at large.
Advertising: A form of communication intended
to persuade an audience (viewers, readers or
listeners) to purchase or take some action upon
products, ideals, or services.
Marketing Research: Systematic gathering and interpretation of information
about individuals or organizations using the statistical and analytical methods
and techniques of the applied social sciences to gain insight or support decision
making;
a form of applied sociology that concentrates on understanding the preferences,
attitudes, and behaviors of consumers in a market-based economy, and it aims to
understand the effects and comparative success of marketing campaigns.

5. Marketing: (AMA) The activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers,
clients, partners, and society at large.
Advertising: A form of communication intended
to persuade an audience (viewers, readers or
listeners) to purchase or take some action upon
products, ideals, or services.
Marketing Research: Systematic gathering and interpretation of information
about individuals or organizations using the statistical and analytical methods
and techniques of the applied social sciences to gain insight or support decision
making;
a form of applied sociology that concentrates on understanding the preferences,
attitudes, and behaviors of consumers in a market-based economy, and it aims to
understand the effects and comparative success of marketing campaigns.

6. Norm: A designated standard of average performance
of people of a given age, background, etc.

7. Norm: A designated standard of average performance
of people of a given age, background, etc.
Abnormality: Deviating from the normal, or
differing from the typical; departure or deviation of
an individual from society’s unwritten rules
(norms).

8. Norm: A designated standard of average performance
of people of a given age, background, etc.
Abnormality: Deviating from the normal, or
differing from the typical; departure or deviation of
an individual from society’s unwritten rules
(norms).
Causes of Social Deviation:
✦ Lack in socialization
✦ Rigidity of culture
✦ Unpopular social laws
✦ Extra ordinary exploitation
✦ Cultural invasion

9. an evolution in communication could
potentially result in a paradigm shift in
communications-related professions

10. the history of market research
http://www.flickr.com/photos/textexin/382148255/
search.cio.co.uk/tag/oil
http://www.flickr.com/photos/clintjcl/225598357/

11. the marketing attention spectrum
http://www.flickr.com/photos/helloflux/4031893693/
http://www.textually.org/Listening-Recording-Device.jpg

12. engagement spectrum

13. engagement spectrum
✦ Intra-personal
✦ Inter-personal
✦ Needs
✦ Wants
✦ Banter
✦ Dialogue

14. engagement spectrum
✦ Intra-personal
✦ Intra-personal
✦ Inter-personal
✦ Inter-personal
✦ Needs
✦ Needs
✦ Wants
✦ Wants
✦ Requires catalyst
✦ Banter
✦ Traditionally high
✦ Dialogue
barrier of entry

15. engagement spectrum
✦ Intra-personal
✦ Intra-personal
✦ Inter-personal
✦ Inter-personal
✦ Inter-personal
✦ Needs
✦ Conversation
✦ Needs
✦ Wants
✦ Experience
✦ Wants
✦ Requires catalyst
✦ Engagement
✦ Banter
✦ Traditionally high ✦ Dialogue
✦ Dialogue
barrier of entry

16. engagement spectrum
✦ Intra-personal
✦ Intra-personal
✦ Inter-personal
✦ Inter-personal
✦ Inter-personal
✦ Needs
✦ Conversation
✦ Needs
Interruption
Barriers
✦ Wants
✦ Experience
✦ Wants
✦ Requires catalyst
✦ Engagement
✦ Banter
✦ Traditionally high ✦ Dialogue
✦ Dialogue
barrier of entry

17. engagement spectrum
✦ Intra-personal
✦ Intra-personal
✦ Inter-personal
✦ Inter-personal
✦ Inter-personal
✦ Needs
✦ Conversation
✦ Needs
Interruption
Barriers
✦ Wants
✦ Experience
✦ Wants
✦ Requires catalyst
✦ Engagement
✦ Banter
✦ Traditionally high ✦ Dialogue
✦ Dialogue
barrier of entry

18. engagement spectrum
✦ Intra-personal
✦ Intra-personal
✦ Inter-personal
✦ Inter-personal
✦ Inter-personal
✦ Needs
✦ Conversation
✦ Needs
Interruption
Barriers
✦ Wants
✦ Experience
✦ Wants
✦ Requires catalyst
✦ Engagement
✦ Banter
✦ Traditionally high ✦ Dialogue
✦ Dialogue
barrier of entry
Anthropology
Ethnography
Psychology

19. engagement spectrum
✦ Intra-personal
✦ Intra-personal
✦ Inter-personal
✦ Inter-personal
✦ Inter-personal
✦ Needs
✦ Conversation
✦ Needs
Interruption
Barriers
✦ Wants
✦ Experience
✦ Wants
✦ Requires catalyst
✦ Engagement
✦ Banter
✦ Traditionally high ✦ Dialogue
✦ Dialogue
barrier of entry
Anthropology
Ethnography
Psychology
Marketing
Advertising

20. engagement spectrum
✦ Intra-personal
✦ Intra-personal
✦ Inter-personal
✦ Inter-personal
✦ Inter-personal
✦ Needs
✦ Conversation
✦ Needs
Interruption
Barriers
✦ Wants
✦ Experience
✦ Wants
✦ Requires catalyst
✦ Engagement
✦ Banter
✦ Traditionally high ✦ Dialogue
✦ Dialogue
barrier of entry
Anthropology
Traditional MR
Ethnography
Sales
Psychology
HR
Cust. Serv.
PR
Marketing
Advertising

21. engagement spectrum
✦ Intra-personal
✦ Intra-personal
✦ Inter-personal
✦ Inter-personal
✦ Inter-personal
✦ Needs
✦ Conversation
✦ Needs
Interruption
Barriers
✦ Wants
✦ Experience
✦ Wants
✦ Requires catalyst
✦ Engagement
✦ Banter
✦ Traditionally high ✦ Dialogue
✦ Dialogue
barrier of entry
Anthropology
Traditional MR
Ethnography
Sales
Psychology
HR
Cust. Serv.
PR
Marketing
Advertising

22. external shift
Brand
share of
voice
Consumer
connectivity

23. external shift
Consumer
Brand
share of
voice
connectivity

24. external shift
Consume
engagement
r
share of
voice
connectivity

25. applied to MR
business
research
consumer
discovery
expansion
validation
observe
discuss
survey
survey
discuss
observe

26. evolving process
business
consumer
research

27. evolving process
business
consumer
research

28. realized
marketing
advertising
PR
MR

29. realized
marketing
PR
advertising
sales
cust. serv.
SM
marketing research

30. what’s the future of market research?
can you handle the truth?
http://incogman.files.wordpress.com/2007/12/
ucanthandlethetruth.jpg

31. the social media slot machine
matters

33. location, location, location

34. mashups

35. the digital profile

40. focus on the influencers!

41. “who are we talking to?”
vs.
“how many people are we talking to?”

42. the new power
of
n=1
photo credit: flickr - theparadigmshifter

43. communities as a hub for MR

44. communities as a hub for MR

47. bringing it all together

48. convergence of marketing research and
marketing/advertising.....
...it really is ok...most of the time

49. it’s not direct selling......
and don’t talk about it.......
http://geektyrant.com/news/2010/8/1/spider-man-3d-and-men-in-black-iii-start-dates-announced.html

50. a socially interactive approach
at SXSW 2009 and 2010

53. what is the bottom line?

54. the cost of failure

55. innovation vs stagnation

56. the evolving need is for holistic
research solutions that fit with
marketing efforts seamlessly

57. what the heck do YOU want?
what makes me care?

58. look at SM in two ways:
what it means to the industry
what it offers as a MR tool

59. in that same line of thinking....
what does it mean to my business?
think like a research buyer!

60. a true time of opportunity for MR
professionals
avoid fear-based barriers and
capitalize on your expertise in this
new opportunistic environment

61. evolution in communications, but a
revolution in business functionality
and organizational structure.

62. when it’s all said and done...no
matter how effective your MR
is.....it comes down to execution

64. POSTER by ROLAND REINER TIANGCO

65. please keep in touch!

66. Ben@SpychResearch.com
215.501.2341
SpychResearch.com
@SpychResearch
.com/in/Benjamin Smithee
/spych