Using social media as voice of consumer to derive insights to enable actions

www.empowerresearch.com

Using social media as the voice of the
consumer to derive insights to enable actions
Market Research & Insights in Action, New York

Debjani Deb
Managing Partner

EmPower Research LLC.13,Rights Reserved.
Wednesday, April All 2011 Listen. Learn. EmPower Listen. Learn. EmPower
1

Agenda for Today

Social Media an alternative to primary
research

1 Possible applications of Social Media led

3
research

2 Conclusion and Discussions

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Historically, Market Research Involves Collecting, Analyzing &
Generating Insights from Qualitative & Quantitative Data

Depth Interviews

Paired Depths

Triads Face-to-Face Interviews
Mini-Groups Telephone Interview

Focus Groups Omnibus Survey

Observation Online Survey
Workshops Postal and Self-
Completion Survey

Time Consuming $ Expensive


Of Late, Social Media has Emerged as a Rich Repository of
Spontaneous User Sentiments on Category and Brands

66% 14% 21% 31%

Of online 14% either publish a 21% post ratings 31% post
Americans now blog/ web page or or comments in updates social
use social media upload video/ audio online forums networking sites

HOW MANY TURN TO SOCIAL MEDIA WHEN MAKING PURCHASES
Travel Apparels Personal Care Food/Beverages Groceries

28% 26% 18% 26% 17%

Sources: www.sanfranciscosentinel.com, www.blogs.forrester.com, Knowledge Networks – May 2010


Social media listening isn't only replacing some survey research but
also making it harder to do by changing consumer behavior and
expectations.

"The more people see two-way engagement and being able to interact with
people all over the world, I think the less they want to be involved in
structured research " she said "If I have something to say to that company
research, said. If
now, there are lots of ways to say it.“

"But we need to get away from the notion that being representative of
But
something is the only way to learn," she said. "I still hear people say, 'That
social-media thing, that's not really going to pan out.' We will learn
enormously whether [
y [social-media samples are] representative or not."
p ] p

Joan Lewis
Global Consumer and Market Knowledge Officer P&G
Officer,
Source: Will Social Media Replace Surveys as a Research Tool? Biggest Research Buyer P&G Says It Wants Less Methodology Dogma, More
Projections. By Jack Neff

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55

Market is Moving from a Pure Tool Based Listening To Insight
Generation

Tool Generated Closed
Listening Community
Listening

Garbage in – Like a focus
garbage out group, the first
Understands stop for online
content but not research
Context Triggered instead
of being g
True Insights from
spontaneous World at Large

2 Research Benefits

1 Going to where the
DISCUSSION is
NOT biasing by asking the
q
question


So How Can we Unlock the Social Media Potential – A Two Fold
Approach

BYTES + BRAINS

Aggregate
at Large

Harness Identify
Online Influencers
Opinion

1 2

Aggregation of Insights Understanding Opinion
Universe Leaders


How Does One Aggregate at Large?

Stage -1
Aggregation of unqualified chatter using
tools

Stage -2
Filter by using semantic rules as such as
proximity, NLP or sentiments etc.

Stage -3
Filter by using stratified random sampling
for sub-populations that vary considerably

Stage -4
Analysts led tagging for themes, tonality,
demographic profile etc.

Analysis


Patterns and Perception Key to Bringing Structure to the
Unstructured

EmPower uses pattern
recognition tool for
Pattern iterative search string Perception
Recognition refinement and Identification
human/analyst analysis
for theme identification

Topics of discussion
Sub topics within Human
Pattern around Brand / analysis
Brand / Category /
recognition Category /
Stakeholders
Stakeholders
tool

Perception or themes : What is
in the consumer’s mind
share for Brand / Category


Social Media Led Research can be Leveraged to Derive Variety of
Insights

1 C
Consumer
Insights

3 Category
Insights
g

2 Brand
Insights


Social Media Application for Consumer Insights

Mom’s Consumer Communities
Index Segmentation of interest

1 2 3
How can we profile
How can we track Which communities
consumer segments
purchase intention of are target consumers
basis behavior,
target consumers? associating with?
interest and attitude?


A Case in Point for Consideration: Mom’s Index

Share of Voice
For a particular 50
cereal brand, it 40
was found that 30
while moms had 20
high share of 10
voice, it did not 0
result in actual Brand A Brand B Brand C Brand D Brand E

purchase intent
owing to
i t Actual P
A t l Purchase Intention (MPI Index)
h I t ti I d )
nutritional 60
concerns. 50
This input helped
p p 40

the brand redesign 30

its communication 20

strategy.
10
0
Brand A Brand B Brand C Brand D Brand E


A Case in Point for Consideration: Consumer Segmentation

Safety Mom:
always on the lookout
for issues on healthy
eating and prevention

Customer
of diseases

segmentation for Yummy Mummy:
Highly emphasized on
Ever Connected
Mom:
GenY Moms the dietary and the Mothers who were

based on
nutritional aspects of the always updated with
y
food modern technology
behavior,
interests and Coach Mom: DIY Mom:

attitude revealed
Teach their kids good Moms prefer doing
manners and leading a things themselves for
8 broad segments. disciplined life at a early
age
their kids

This input can be Sponge Mom:
Put their own needs
Green Mom:
Identified to be
used to design aside at times for the environment-conscious
environment conscious

targeted
welfare of their kids and prefer more natural
Economy Mom: / organic products
campaigns. Product Bundling,
Discounts, Deals,
Coupons attracted
Economy M th
E Mothers


A Case in Point for Consideration: Communities

Key Interest Areas of Target Perception towards
Audience Brand

A global leader Music Healthier

in the beverage Movies

industry used Sports

social media to Technology

identify top Reading

interest areas of 0 20 40 60 80 100
Tastier
target segment
and online
communities Online Communities
where the Communities Inbound Links Outbound Links Visitors
target segment
t t t
Yahoo!Music 119825 NA 7.4M
engaged around
interest areas Allmusic 11603 NA 391K

Mix pod 9449 45 N/A


Social Media Application for Brand Insights

Brand KPI Event Hypothesis Negativity
Tracking Analysis Testing Alerts

1 2 3 4
How is brand
awareness, How can various
What is the impact How to Manage
perception, hypothesis be
of event on various emerging crisis and
sentiments and tested in a short
stakeholders? evolving negativity?
consideration time?
evolving?


A Case in Point for Consideration: Brand KPI Analysis

Increase in Awareness Sentiment

The Greenpeace
movement
against Leading Negative
Chocolate Brand
Ch l t B d Sentiment
created a lot of
interest for the
brand.
Week 1 Week 2 Week 3 Week 4

Interestingly,
many more first Loyalist First timers

time customers
bought the brand.

Switchers


A Case in Point for Consideration: Event Analysis

Hi

The launch of
Gilenya, the first
drug in its
category, lost it
t l t its

areness
sheen owing to Competition Drug
negative chatter
on its price.
p
Awa

This garnered
salience for a
Gilenya
y
competitor with a
drug in the
pipeline.
Lo
-Ve Sentiments +Ve


A Case in Point for Consideration: Hypothesis Testing

Favorability softened because of launches targeted
y g
H0
towards children by competitor
A major
sportswear and
equipment brand
uses Social Media Launch of new range
to augment its
ability
of children shoes
primary research.
Favora

This helps them
validate
hypothesis on
fluctuations in
fl t ti i
brand performance
indicators.
Time


A Case in Point for Consideration: Negativity Alerts

Pre-defined Threshold Actual Negativity

One of the world’s
largest food and
nutrition
companies is using 27%
200 %
00-000
000
58%
Social Media to
generate Impact on Corporate Reputation Index
negativity alerts
which track online
conversations that
may impact its Negativity
Threshold
corporate image
and dilute equity.

Negativity Index
Reputation Index


Social Media Application for Category Insights

Category Innovation
Exploration

1 2
What are possible new
How can opportunity
opportunities and
landscapes be fortified?
adjacencies?


A Case in Point for Consideration: Category Exploration

Beauty
Environmental
Green

Ecosystem
One of the Nature Moisturizing
world’s largest Spiritual Spa
consumer goods Glowing Skin
company used d Exfoliate
social media to Manicure
Regular
understand the Meditation Shower Cleansing
various Security
Hands
Hygiene
associations of
health and
Cholera

wellness to H1N1

identify white Chinese
Medicines
spaces in the OTC drugs
Vaccination
category.
Naturopathy Energy
Drinks
Healthcare


A Case in Point for Consideration: Innovation

Health
Water Olive Oil

For a large

Skin Care Categories
consumer Fruits & Beauty
Vegetables Drinks
products

Cosmetics
company, social
media produced
opportunities,
Fruit Spas
from th mind of
f the i d f
the consumer, at
the juncture of
Fun

Collagen
two proven
p based
categories Marshmallows
Eating/Food Categories
Sustenance Indulgence Health


A Recap of Social Media Applications

Consumer
Insights
– Mom’s Index
– C
Consumer SSegmentation
t ti Brand
– Communities of interest Insights
– Brand KPI Tracking
– Event Analysis
– Hypothesis Testing
Category – Negativity Alerts
Insights
– Category Exploration
– Innovation


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Disclaimer: The data presented in this presentation is collected
from publically available resources. EmPower Research doesn’t
EmPower Research Knowledge Services Pvt. Ltd. take any responsibility on the authenticity of the data disclosed
Ozone Manay Tech Park in this presentation and outcomes of decisions taken based on
3rd floor, Block B such data by the recipient of this presentation.
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