Young Research Group Preso - When MR meets Glocal Trend (2011)

Glocal trends meet MRErica van Lieven

Managing Director, Direction First

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“InformatIon wants to be free…”

Stewart Brand 1984......

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3

1 hour after the quake, with the

country’s phone system knocked out,

the number of tweets coming from

Tokyo were topping 1,200 per minute

Tsunami swamped Japan

after powerful quake

@ 2:46 p.m. local time,

Friday 11th March, 2011

25 January, 2011

Massive Egyptian protests

powered by social media

22 February, 2011

Christchurch

Twitter & Facebook became

tools of hope

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• Only requirement is text

• Fluid, intuition and experience-driven

• Higher weight to emotions

• Less reliable, transparent

Traditional

• Difficult to set-up

• Granular information accessible

• Frequency-driven, pattern learning

• Emotions difficult to weight

• Use Data visualization

Software

Can text analytics software replace seasoned

Qualitative Researchers?

Can Software-Driven QDA Replace the Seasoned Researcher? -- Theo Downes-Le Guin of Market Strategies @ New virtual MR Festival

March 2011

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findings would be the same using either approach

findings would have been similar using software-driven approach

alone

findings would have been

missed using the software-driven approach alone

The outcome...

Can Software-Driven QDA Replace the Seasoned Researcher? -- Theo Downes-Le Guin of Market Strategies @ New virtual MR Festival

March 2011

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6 Can Software-Driven QDA Replace the Seasoned Researcher? -- Theo Downes-Le Guin of Market Strategies

Software-driven

text analysis

Add rigor to

traditional qualitative analysis

Manage labour costs more

effectively

Cope with quantities

of new MR data

Can Software-Driven QDA Replace the Seasoned Researcher? -- Theo Downes-Le Guin of Market Strategies @ New virtual MR Festival

March 2011

The benefits of software driver analysis..

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Direction First conducted research to investigate

whether research had a place on social networking sites

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Total Male Female

Communication 53% 50% 55%

Entertainment 30% 26% 31%

Information 10% 15% 8%

Professional

networking2% 2% 2%

Expression 1% 2% 1%

Organisation % % %

Other 3% 5% 3%

Always contribute 10% 9% 10%

+3% for those aged 18-34 yrs

-4% for those aged 56+ yrs

What is your main reason for visiting any social networking site?

+4% for those aged 18-34 yrs

-3% for those ages 56+ yrs

S18: And what is your main reason for visiting and social networking site? S19 in general how active are you in uploading information onto social networking sites?

Base: Total 1439, Males (428), Females (1011):

Indicates a significant difference at 95% confidence

Majority use social networking sites for communication

and entertainment with few age differences – however contribution is higher amongst younger age groups

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9 JAN 2011 n=1,453 USA on-line survey SSI webinar

And it’s not just Australian site users, findings from SSI in

the US confirm that communication and entertainment are

key usage drivers, with little age variance

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18-34 35-55 56+

50% 46% 45%

16% 21% 23%

17% 20% 18%

9% 4% 4%

2% 6% 6%

6% 3% 3%

% 1% %

47%

20%

18%

6%

5%4%

Privacy

Ease of use

Interacting with people who have similar interests

Convenience

Informatin gathering

Expressing my opinion

Obtaining advice

*No differences between gender

Thinking about social networking sites which aspect is most important to you?

S20: Thinking about social networking sites, which aspects are the most important to you?

Base: Total 1439, Ages 18-34 (418), Ages 35-54 (691), Ages 55+ (333)

Indicates a significant difference at 95% confidence

Privacy is the most important aspect to social

networking site users…including the younger users

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Because I value my

privacyFemale 56-60 yrs

Also I like to keep my life private,

and don't want anyone but my

close friends to know what’s

going on in my life.Female aged 18-21 yrs

Because I don't want just anyone to see

my posts and photo'sFemale aged 26-30 yrs

Worried about others

using my identityMale 61-65 yrs

I do not wish everyone to

know my businessFemale 75+ yrs

Privacy is important so

people aren't exposed in a

bad wayFemale aged 26-30 yrs

Privacy

I don’t want my personal

information to be available

to just anyone i like being

able to decide who sees itFemale aged 35-40 yrs

I consider it is somewhat an

invasion of privacy. Social

networking sites can be

somewhat obtrusive, and to

a certain extent demanding.Male 71-75 yrs

There are numerous reasons for privacy being vital

to site users…

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12% 12% 12%

13% 13% 13%

30% 29% 30%

29% 30% 29%

16% 16% 16%

Total Male Female

Very likely

Likely

Unsure

Unlikely

Very unlikely

*No significant differences

between age groups or genderS22: How likely are you to take part in market research (such as surveys and questionnaires) on your preferred social networking site?

Base: Total 1439, Males (428), Females (1011):

“As long as personal information is kept

private its a good idea”

“Great way to express my ideas”

“As long as confidentiality can be maintained I think

these are a great easy way to gather information”

“ I accidently downloaded a very bad virus from an

ad on facebook before, so wouldn’t again”

“I prefer to keep my opinions private”

“I have never seen surveys on sites”

“I’ve never thought about it.. good idea”

“As long as the user gives permission to receive

surveys, I don't see the problem”

Interestingly, there is almost no discrepancy between

gender OR age when asked about market research on

sites, with almost half agreeing they would take part..

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Facebook – Conversion Funnel

99% Prompted Awareness

95% Membership

57% Everyday Usage

Direction First data - March 2011

Since its launch in 2006, Facebook has become

dominate within the world of social media….

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Disruptive platforms change the

rules of the game, listening becomes the new asking...

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July 2007, Bring the love back, created by Microsoft Digital Advertising Solutions

…but are we really listening?

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Dining table

Daisy

Brian

Peter

Amy

Grace

John

@ Ben I

ordered a

steak!

Daisy White

Daisy

became a

mayor of

Sub Solo

Restaurant

& Bar

Touchgraph visualisesconnections in Facebook communities

Identify the Influential/Connector…

Love Sub solo

restaurant!!!

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Social media and the end of gender , Joanna Blakley @ TED, Dec,2010

With social media we become genderless..

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http://www.brainjuicer.com/xtra/digividualsJohn Kearon, BrainJuicer, DigiVisualsTM

DigiVisuals..

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http://www.brainjuicer.com/xtra/digividualsJohn Kearon, BrainJuicer, DigiVisualsTM

DigiVisuals..continued..

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> Total number of Tweets collected: 2,073

> Total number of users collected: 2,039

> Capture range: 2:25am EDT 11th March to 2:19am EDT 12th March 2011

> Total number of participatory Tweets: 2,072 (Random sample around the

globe)

Global Tracked from http://140kit.com/ on twitter, analysed in wordle

140kit..

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Powered by Analyzeword

Linguistic Inquiry and Word Count from University of Texas and Auckland Medical School

Competitive analysis at your finger tips…?

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“My goal is to simplify complexity. I just

want to build stuff that really simplifies

our base human interaction”

Jack Dorsey being interviewed by Charlie Rose in January 2011

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Let’s enjoy the ride!

Like a kid in a sweet shop, exciting times are ahead..

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> Social networks surge in Australia -

http://www.warc.com/LatestNews/News/EmailNews.news?ID=27919&Origin=WARCNewsEmail

> Social Networking Accounts for 1 of Every 5 Minutes Spent Online in Australia

http://www.comscore.com/Press_Events/Press_Releases/2011/2/Social_Networking_Accounts_for_1_of

_Every_5_Minutes_Spent_Online_in_Australia?utm_source=feedburner&utm_medium=feed&utm_camp

aign=Feed%3A+comscore+%28comScore%2C+Inc.%29

> The Man Your Man Could Smell Like

http://www.webecologyproject.org/wp-content/uploads/2001/09/WEP-oldspice.pdf

> John Kearon “DigiVisuals™” http://www.brainjuicer.com/xtra/digividuals/

> Tsunami in Japan – http://mashable.com/2011/03/11/japan-tsunami/

> 2011 Egypt Riots - http://bit.ly/hzUOe8

> 2011 Chris Church Earthquake - http://bit.ly/g0Bmnu

> Joanna Blakey TED talks “Social Media and the end of gender” December 2010

> Microsoft Digital Advertising Solutions “Bring the love back” July 2007

> Theo Downes “Can Software-Driven QDA Replace the Seasoned Researcher? “ New virtual MR

Festival March 2011

> SSI Webinar “Taming the social Networking Giant” Jan 2011

> Jack Dorsey “My goal is to simplify complexity” Jan 2011

Reference