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The Digital Research Renaissance




      Opportunities For The Next Decade
Topics

         The Research Renaissance

         Digital Market Research

         Principles of Digital Market Research

         Case Studies

         Wrap‐Up
The Research Renaissance
The Research Renaissance



    The greatest research opportunity of the last 100 
               years is right in front of us
Digital Market Research 
                                             RESEARCH
   Qualitative                               METHODS                                   Quantitative
   Online    Bulletin    Online                   Web-Listening              Online    Online       Online
   Focus     Boards      Ethnography                                         Ad-hoc    Trackers     Syndicated
                                                  Text Analytics
   Groups                                                                    Surveys                Trackers




      ADVANCED ANALYTICS
Customer     CRM        Community      MIS/ERP                     Pop-ups     Access      Social   Retailers
E-mail DBs   DBs        Panels                                     Banners     Panels      Web



   Proprietary                                     DATA                                      Shared
                                                 SOURCES

                    Trusted, credible source of insights ‐ strategic and tactical
4 Principles of Digital Market Research

          1.   Embrace Big Data

          2.   Adopt a network mindset

          3.   Use a listening framework

          4.   Always connect the dots
1. Embrace Big Data
1. Embrace Big Data
1. Embrace Big Data
1. Embrace Big Data




   Sample population   “Learn” patterns
2. Adopt a network mindset
2. Adopt a network mindset
2. Adopt a network mindset
3. Use a listening framework
3. Use a listening framework

                                       Sources




       Listening   VoC   Communities   Tools



                                       Curation



                                       Insights
3. Use a listening framework



      Parsing
      Parsing            Parsing
                         Parsing            Parsing
                                            Parsing


                      Classification
                      Classification     Classification
                                         Classification


                                           Taxonomy
                                           Taxonomy




   Counting Terms   Keyword Sentiment   Feature-Level Sentiment
4. Always connect the dots
4. Always connect the dots
Case Studies

   Live Demo – Smart Phones
   Healthcare
   Banking
   Notebooks
Live Demo: Smartphones
Healthcare
Key Insight:
Similar sentiment (0.76/0.72)
Xanax advantage driven by
efficacy vs adverse events


          Prozac
          Negative attributes
          focused on efficacy




           Xanax
           Negative attributes
           focused on adverse
           events (side effects)
Case Study: Notebooks
Top 20 Models
Share of Voice
Top Attributes Ranked
  High Importance*   Medium Importance*   Low Importance*
Selected Models by Sentiment Score
Positive Score 
Top 3 Brands Top 6 Features
Positive Sentiment for 
Apple Mb 990 LL/A

                                                                       "I love this computer....sleekest macbook ever. I've been a mac person for years and 
                                                                       this is one of the best they've put out. my only beef with it is the fact that it doesn't 
                                         Apple‐                        have firewire 400 but everything else is great! Thanks bhphoto for always being the 
                               buzzillio MB990L Macbook PRO is         best price on the market.
 Gweetarman     Apr 12, 2010   ns.com L/A       AWESOME!                            "
                                                                       This is my first real Mac also.   I must say I'm really impressed so far.  The large touch 
                                                                       pad is great and works very very well.  Everything just runs smoother on my Mac 
                                                                       when compared to a Vista/Win 7 Lenovo Ideapad with better specs. I seem to be 
                                                                       able to do more quicker with the Mac.   iPhoto is really impressive as well, I like the 
                                                                       way you can select the persons face and it will detect it in all your pictures.   I still 
                                                                       can't believe I paid the premium price to have a Mac, but I am glad I did.   The only 
                                                                       fault I see with this laptop is that it will get hot if you are using it alot for 
                                                                       photo/video work, It's not unbearable but it does get hot.   Battery life is good, not 
                                                                       sure 7hrs, but I always have WiFi on.  I also purchased VMWare Fusion for the Mac 
                                                                       so I can run Windows Vista or Win 7 if I need it,  I've not really seen a need to use it 
                                                                       much but the software does a great job. 

                                                                       If you are on the fence and have the $'s go for it!  This Mac is perfect size and weight 
                                       Apple‐                          to be used anywhere.   I have one other negative the min display adapter that will let 
 E. Sollien                    amazon. MB990L                          you use HDMI won't send audio over the HDMI, not a huge problem but hopefully 
 "lesns2001"    Aug 21, 2009   com     L/A    Awesome Macbook Pro 13   this is a software issue that will be fixed!
                                       Apple‐
 Michael P.                    amazon. MB990L                          Great price on the Macbook Pro 13" ..... I absolutely love this laptop puts my Dell 
 Sandoval       Feb 02, 2010   com     L/A    Apple Lover              laptop to shame
Case Study: Banking
Banking  ‐ # of Posts by Source




         •Most posts are found on Twitter
Bank Share of Posts on Twitter 




     •The share of voice of BoA is 21%. How does this
     compare to real market share?
     •Has my online PR spending paid back this month?
BoA Sentiment by Feature




     •BoA has serious issues with Customer Service.
     •What are they?
Negative Sentiment for BoA – Customer Service
                                                                               I would rate them a 0 but it won't let me. 1 star is more than they deserve. Avoid this
                                                                               bank at all costs. The customer service is terrible and they charge unreasonable fees for
                                                                               pretty much everything. Move your money to a local bank and pray the bank of america
                                  I would rate them a 0 but it won't let me. 1 goes under.
rateitall.com   Bank of America   star...                                      Add your Vote:

                                                                              DO NOT DO BUSINESS WITH THIS TERRIBLE AND CORRUPT BANK.

                                                                              Bank of America's fee structure is set-up to steal and take advantage of its clientele. The
                                                                              Federal government never should have saved such a corrupt and deceitful organization. If
                                                                              you do decide to do business with them they will steal from you, and when you call to
                                                                              get you hard earned money back you will experience a nice dose of what could only be
                                                                              called "extremely awful" customer service. I had truly hoped when I made my call that all
                                                                              the bad press Bank of America always receives was overblown, but the fact is if anything
                                                                              they deserve only more bad press. I hope this serves as a warning: DO NOT EVEN
                                  DO NOT DO BUSINESS WITH THIS                THINK ABOUT DOING BUSINESS WITH THESE CRIMINALS!
rateitall.com   Bank of America   TERRIBLE AND CORRUPT...                     Add your Vote:
                                                                              In Nov.2009 we UPS'd our payment overnight. One week later we get a call that they
                                                                              haven't received our payment. We told them we sent it UPS overnight on the 13th. They
                                                                              tell us to cancel the check and pay them over the phone (banks charge $30 to cancel a
                                                                              check and it's only good for 6 months)we told them we need to find out what happened
                                                                              to our payment first. We check with UPS and they supplied us with the date it was
                                                                              delivered and signed for BY BANK OF AMERICA . We call B of A and tell them we have
                                                                              conformation they signed for the package. They tell us to send a copy of the check
                                                                              imprint and the UPS information so they can research it and it will take about 2 weeks.
                                                                              Constantly getting the run around I finally ask for a manager (after the 2 weeks). The
                                                                              manager gets my info and says she'll research it and get back to me. She calls me a
                                                                              week later and tells me to call and leaves a number. The number is for the regular
                                                                              customer service and they tell me they have no way of transferring the call and all they
                                                                              can do is send her an email. After playing phone tag because they can't transfer the
my3cents.com    Bank of America   B of A is a bunch of liers - Mortgage       calls, I get a stupid response and letter of "Please send a front and back copy of the



                                          •Unreasonable fees
                                          •Non responsive
                                          •Hidden fees
•Respond to issue through PR staff or agency
•Invite disgruntled customer to a conversation
Banking ‐ Conclusions & More Questions

    Spend most of the online PR budget on Twitter.

    Is my SoV my fair market share? If not what can I do about it?

    Investigate how my overdraft fees compare to competitors.

    What is wrong with my customer service? Should I respond to all disgruntled 
    customers and delight them?

    How do my credit cards compare to competition? Do I have an image issue or 
    a real one?
Wrap‐Up
   For your own company do you have the answers to 
   these questions:
     Who owns digital in my company?

     What is my digital strategy?

     Am I spending enough?

     Am I spending it the right way?

     How do I choose my digital partners?
Thank You
Welcome to the Annual Conference
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reviewed by the MRA Review Board for approval prior to 
the conference.

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Digitalresearchrenaissancemra 100627222944-phpapp01

  • 1. The Digital Research Renaissance Opportunities For The Next Decade
  • 2. Topics The Research Renaissance Digital Market Research Principles of Digital Market Research Case Studies Wrap‐Up
  • 4. The Research Renaissance The greatest research opportunity of the last 100  years is right in front of us
  • 5. Digital Market Research  RESEARCH Qualitative METHODS Quantitative Online Bulletin Online Web-Listening Online Online Online Focus Boards Ethnography Ad-hoc Trackers Syndicated Text Analytics Groups Surveys Trackers ADVANCED ANALYTICS Customer CRM Community MIS/ERP Pop-ups Access Social Retailers E-mail DBs DBs Panels Banners Panels Web Proprietary DATA Shared SOURCES Trusted, credible source of insights ‐ strategic and tactical
  • 6. 4 Principles of Digital Market Research 1. Embrace Big Data 2. Adopt a network mindset 3. Use a listening framework 4. Always connect the dots
  • 10. 1. Embrace Big Data Sample population “Learn” patterns
  • 15. 3. Use a listening framework Sources Listening VoC Communities Tools Curation Insights
  • 16. 3. Use a listening framework Parsing Parsing Parsing Parsing Parsing Parsing Classification Classification Classification Classification Taxonomy Taxonomy Counting Terms Keyword Sentiment Feature-Level Sentiment
  • 19. Case Studies Live Demo – Smart Phones Healthcare Banking Notebooks
  • 21. Healthcare Key Insight: Similar sentiment (0.76/0.72) Xanax advantage driven by efficacy vs adverse events Prozac Negative attributes focused on efficacy Xanax Negative attributes focused on adverse events (side effects)
  • 25. Top Attributes Ranked High Importance* Medium Importance* Low Importance*
  • 28. Positive Sentiment for  Apple Mb 990 LL/A "I love this computer....sleekest macbook ever. I've been a mac person for years and  this is one of the best they've put out. my only beef with it is the fact that it doesn't  Apple‐ have firewire 400 but everything else is great! Thanks bhphoto for always being the  buzzillio MB990L Macbook PRO is  best price on the market. Gweetarman Apr 12, 2010 ns.com L/A AWESOME! " This is my first real Mac also.   I must say I'm really impressed so far.  The large touch  pad is great and works very very well.  Everything just runs smoother on my Mac  when compared to a Vista/Win 7 Lenovo Ideapad with better specs. I seem to be  able to do more quicker with the Mac.   iPhoto is really impressive as well, I like the  way you can select the persons face and it will detect it in all your pictures.   I still  can't believe I paid the premium price to have a Mac, but I am glad I did.   The only  fault I see with this laptop is that it will get hot if you are using it alot for  photo/video work, It's not unbearable but it does get hot.   Battery life is good, not  sure 7hrs, but I always have WiFi on.  I also purchased VMWare Fusion for the Mac  so I can run Windows Vista or Win 7 if I need it,  I've not really seen a need to use it  much but the software does a great job.  If you are on the fence and have the $'s go for it!  This Mac is perfect size and weight  Apple‐ to be used anywhere.   I have one other negative the min display adapter that will let  E. Sollien   amazon. MB990L you use HDMI won't send audio over the HDMI, not a huge problem but hopefully  "lesns2001" Aug 21, 2009 com L/A Awesome Macbook Pro 13 this is a software issue that will be fixed! Apple‐ Michael P.   amazon. MB990L Great price on the Macbook Pro 13" ..... I absolutely love this laptop puts my Dell  Sandoval Feb 02, 2010 com L/A Apple Lover laptop to shame
  • 30. Banking  ‐ # of Posts by Source •Most posts are found on Twitter
  • 31. Bank Share of Posts on Twitter  •The share of voice of BoA is 21%. How does this compare to real market share? •Has my online PR spending paid back this month?
  • 32. BoA Sentiment by Feature •BoA has serious issues with Customer Service. •What are they?
  • 33. Negative Sentiment for BoA – Customer Service I would rate them a 0 but it won't let me. 1 star is more than they deserve. Avoid this bank at all costs. The customer service is terrible and they charge unreasonable fees for pretty much everything. Move your money to a local bank and pray the bank of america I would rate them a 0 but it won't let me. 1 goes under. rateitall.com Bank of America star... Add your Vote: DO NOT DO BUSINESS WITH THIS TERRIBLE AND CORRUPT BANK. Bank of America's fee structure is set-up to steal and take advantage of its clientele. The Federal government never should have saved such a corrupt and deceitful organization. If you do decide to do business with them they will steal from you, and when you call to get you hard earned money back you will experience a nice dose of what could only be called "extremely awful" customer service. I had truly hoped when I made my call that all the bad press Bank of America always receives was overblown, but the fact is if anything they deserve only more bad press. I hope this serves as a warning: DO NOT EVEN DO NOT DO BUSINESS WITH THIS THINK ABOUT DOING BUSINESS WITH THESE CRIMINALS! rateitall.com Bank of America TERRIBLE AND CORRUPT... Add your Vote: In Nov.2009 we UPS'd our payment overnight. One week later we get a call that they haven't received our payment. We told them we sent it UPS overnight on the 13th. They tell us to cancel the check and pay them over the phone (banks charge $30 to cancel a check and it's only good for 6 months)we told them we need to find out what happened to our payment first. We check with UPS and they supplied us with the date it was delivered and signed for BY BANK OF AMERICA . We call B of A and tell them we have conformation they signed for the package. They tell us to send a copy of the check imprint and the UPS information so they can research it and it will take about 2 weeks. Constantly getting the run around I finally ask for a manager (after the 2 weeks). The manager gets my info and says she'll research it and get back to me. She calls me a week later and tells me to call and leaves a number. The number is for the regular customer service and they tell me they have no way of transferring the call and all they can do is send her an email. After playing phone tag because they can't transfer the my3cents.com Bank of America B of A is a bunch of liers - Mortgage calls, I get a stupid response and letter of "Please send a front and back copy of the •Unreasonable fees •Non responsive •Hidden fees
  • 34. •Respond to issue through PR staff or agency •Invite disgruntled customer to a conversation
  • 35. Banking ‐ Conclusions & More Questions Spend most of the online PR budget on Twitter. Is my SoV my fair market share? If not what can I do about it? Investigate how my overdraft fees compare to competitors. What is wrong with my customer service? Should I respond to all disgruntled  customers and delight them? How do my credit cards compare to competition? Do I have an image issue or  a real one?
  • 36. Wrap‐Up For your own company do you have the answers to  these questions: Who owns digital in my company? What is my digital strategy? Am I spending enough? Am I spending it the right way? How do I choose my digital partners?
  • 38.
  • 39.
  • 40. Welcome to the Annual Conference This template is required for all presentations.  All PowerPoint presentations must be submitted and  reviewed by the MRA Review Board for approval prior to  the conference. Speakers are required to bring their own laptops onsite  with their presentations loaded.  MRA does not provide laptops to speakers onsite. To add slides, please click “Insert” when the drop down  appears choose “new slide.” You can add as many slides  as you like. Please display your company name and logo on the  final contact slide only.