Michael rodenburgh main stage - 2012
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- 1. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 APresenta*onfrom TheFes*valofNewMRMainStage
5December2012 Socialized Research: Its the End of Marketing
Research as we Know it But We Feel Fine
AllcopyrightownedbyTheFuturePlaceandthepresentersofthematerial
Formoreinforma:onaboutNewMReventsvisitNewMR.org MichaelRodenburgh
IpsosASI
- 2. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 SocializedResearch:
ItstheEndofMarke;ngResearch asweKnowitbutwefeelne.
MichaelRodenburgh IpsosASI @mike_rodenburgh
- 3. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 WELCOME TO THE NEW NORMAL Where we are
accelerating towards a new singularity where the storing of a
consumers life information will be in a single portable digital
device
- 4. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 WELCOME TO THE NEW NORMAL Where we are moving
towards a culture where information about most things becomes
readily available
- 5. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 WELCOME TO THE NEW NORMAL And where
personalization via devices and apps will continue to quickly
grow
- 6. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 TODAYS CONSUMERS ARE DIFFERENT We have to
engage them in ways that capitalize on and mimic their expectations
in a digital world
- 7. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 Thishasprofound implica:onsfor
tradi:onalmarket research: Oldmethodsjust arentasengaging
andrelevantin todaysnewworld
- 8. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 IMPLICATIONS FOR MARKET RESEARCH
- 9. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 Weneedto think different
- 10. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 SOCIALIZED RESEARCH
BLENDSADVANCEMENTSINTECHNOLOGYANDA
CULTURALSHIFTTOWARDSOCIALINTERACTIONTO
CREATEMOREENGAGING,RELEVANTANDTIMELY INSIGHT
- 11. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 SOCIALIZINGRESEARCH Socializing SAMPLE
Socializing MEASURES Socializing REPORTING Socializing SURVEY
People Experience Stories
- 12. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 SOCIALIZING RESEARCH MEANS BLENDING
METHODOLOGIES ACTIVE PASSIVE INTERACTIVE
- 13. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 SOCIALIZING RESEARCH MEANS BLENDING
METHODOLOGIES LINKS SURVEY DATA TO PASSIVE DATA SOURCES SUCH AS:
Facebook Social Graph data Mobile geo-location Online click, share,
and search data PASSIVE INTERACTIVEACTIVE
- 14. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 TODAYS FOCUS: PASSIVE EXPERIMENTATION WITH
SOCIAL MEDIA DATA
- 15. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 LEVERAGING THIRD PARTY DATA Facebook is
quickly becoming the worlds largest panel, and has recently topped
1 billion users. Socialized Research leverages Facebooks Social
Graph.
- 16. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 MY FACEBOOK PAGE IS AN EXCELLENT REFLECTION OF
MY LIFE
- 17. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 IT CONTAINS PICTURES THAT TELL A STORY ABOUT
MY LIFE PerhapsaliTletoomuch thankstoMCHammer costumesandcamera-
happyfriends.
- 18. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 MY LIKES ALSO TELL A STORY Interests
Foods&Beverages Travel Sports Poli*cs Professional
Entertainment Music
- 19. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 FACEBOOKS GOLDMINE OF DATA WithusageofFacebook
sohigh,itsamazing whatyoucanlearn.
- 20. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 FACEBOOKSGOLDMINEOFDATA Prole/userinfo userid
username name gender locale languages :mezone biography birthday
coverphoto educa:on Email hometown interestedin(gender)
loca:on(currentcity) poli:calviews favoriteathletes favoriteteams
prolepicture quotes rela:onshipstatus religion signicantother
website workhistory verieduser
- 21. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 FACEBOOKS GOLDMINE OF DATA Friendsinfo
biography birthday educa:on hometown interestedin (gender)
loca:on(current city) poli:calviews favoriteathletes favoriteteams
quotes rela:onshipstatus religion signicantother website
workhistory achievements ac:vi:es albums books check-ins events
groups interests likes loca:ons movies music photos(tagged)
television videos
- 22. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 WHAT YOU CAN DO WITH FACEBOOK Typical
Respondent Ipsos Survey
- 23. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 HOLYCRAP!
- 24. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 THE BIG IDEA Why cant these be used for
research? Apps are already using Facebooks social graph data to
inform their product development work. And its all free!
- 25. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 CASE STUDY: IPSOS MEDIACT SYNDICATED STUDY
Daytime TV Viewing Study Conducted July/August 2012 Tracks
awareness, past viewing, intent to view, and engagement with
various daytime TV programs
- 26. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 N=600interviews
Surveyexperiencerequestedrespondents toLogintotheSurveywithFacebook
Wekeptthingssimple,justlinkedFacebook
proledata,pageLikes&NumberofFriends N=294sharedFacebookdata
CASESTUDYDETAILS
- 27. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 WITH KEY QUESTIONS IN MIND What could we learn
from Facebook data? Could we even rely on it? Are those willing to
share their Facebook data different from those not willing to
share?
- 28. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 THE RESPONDENT EXPERIENCE Step1:ObtainConsent
Step2:PromptLogin
Step3:RequestFBLoginDetails(ifnotalreadyloggedin)
- 29. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 WHAT WE LEARNED
- 30. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 THOSE WHO SHARED FACEBOOK DATA ARE ALMOST
DEMOGRAPHICALLY IDENTICAL TO THOSE WHO REFUSED
AfricanAmericans&collegegraduatesslightlylesslikely
tosharetheirFacebookdata
- 31. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 SIMILARLY THERE ARE NO DIFFERENCES IN THE TECH
SAVVINESS OF THE HOUSEHOLD
Samerateofowningavarietyoftechnologydevices:
- 32. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 ANSWERS TO STATED DEMO QUESTIONS TYPICALLY
MATCHES FACEBOOK DATA Total Male Female A B 217 70 147 100% 100%
100% 70 68 2 32% 97% 1% B* 147 2 145 68% 3% 99% * A What is your
gender? FacebookGender Base Male Female
- 33. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 ANSWERS TO STATED DEMO QUESTIONS TYPICALLY
MATCHES FACEBOOK DATA Total 18-24 25-34 35-44 45-54 A B C D 218 37
48 59 74 100% 100% 100% 100% 100% 37 32 3 1 1 17% 86% 6% 2% 1% BCD*
* * * 45 1 42 2 - 21% 3% 88% 3% - * ACD* * * 56 - 2 52 2 26% - 4%
88% 3% * * ABD* * 69 - - 1 68 32% - - 2% 92% * * * ABC* What is
your age? FacebookAge Base 18-24 25-34 35-44 45-54
- 34. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 THIS GAVE US MUCH COMFORT THAT WE COULD RELY
ON THE DATA
- 35. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 NEXT, WE WANTED TO DISCOVER INSIGHTS BASED ON
FACEBOOK LIKES
- 36. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 ANALYSIS OF FACEBOOK LIKES OF 274 RESPONDENTS
WHO CONNECTED THEIR FACEBOOK DATA... Not only was this a wealth of
data, much of the patterns made intuitive sense 21,000 dierent
Likes AVERAGE RESPONDENT HAD149LIKES 21,000+ DIFFERENTPAGE LIKES
EIGHT RESPONDENTS HADMORE THAN1,000 LIKES
- 37. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 VIEWERS OF DAYTIME TV PROGRAMS WHICH SKEW
AFRICAN AMERICAN OVER-INDEX ON LIKING MANY AFRICAN AMERICAN PUBLIC
FIGURES Regular and occasional Wendy Williams show viewers
over-index on Liking: Maya Angelou Fantasia Mary J. Blige Beyonce
Fresh Prince Jamie Foxx 2pac Jada Pinkett Smith Oprah Taraji P.
Henson Barack Obama
- 38. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 LIKES TELL US A LOT ABOUT AN AUDIENCES
INTERESTS Viewers of Anderson over-index on 71 different page Likes
dogthebountyhunter ona&e express pinterest georgetakei
dollyparton incep:on mayaangelou fantasia lysol lenovo cheezit
drugstore.com womanfreebies.com 2pac eetwoodmac hill`spetnutri:on
albertovo5 whitecloud Breyers wellnessnaturalpet food
kirkland`sloveand basketball entenmann`s abc7 beneful maroon5 hsn
lawandorder:special vic:msunit gain modernfamily o`reillyautoparts
daveramsey extragum foxnews degreewomen costplusworldmarket
excedrin secret buTernger allfreeclear savealotfoodstores dietcoke
fringe birdseyevegetables Clairol maryj.blige caesarscasino
tropicana usher bingoblitz slotsfarm sade fearandloathinginlas
vegas bingobash nonni`sbiscod amazonstudent doug goredforwomen
americanheart associa:on liTledebbie steviewonder dentyne tampax
jerseyshore seinfeld swier mio stouer?s shout burt`sbees
seaTle`sbestcoee oce
- 39. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 Viewers of Anderson over-indexed on: Three pet
food brands Five health/beauty brands Three baked goods brands This
might help us conclude that Anderson viewers: Are more likely to
have pets More health conscious Like to eat LIKES TELL US A LOT
ABOUT AN AUDIENCES INTERESTS
- 40. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 WHAT WE LEARNED ABOUT SOCIAL ENGAGEMENT
- 41. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 ANALYSIS OF SOCIAL IMPACT & ENGAGEMENT
R=0.7945 0% 5% 10% 15% 20% 25% 30% 35% 0% 10% 20% 30% 40% 50%
NetSocial Activity TVShowReach (Regular/Occasional
ProgramViewersAmongall DaytimeViewers) Ellen Dr.Oz Dr.Phil
TMZRachaelRay JudgeJoe Brown JudgeJudy PriceisRight People'sCourt
Judge Mathis FamilyFeud JerrySpringer NOTEWORTHY FINDINGS: Positive
correlation between TV show reach and social engagement
- 42. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 ANALYSIS OF SOCIAL IMPACT & ENGAGEMENT
R=0.7945 0% 5% 10% 15% 20% 25% 30% 35% 0% 10% 20% 30% 40% 50%
NetSocial Activity TVShowReach (Regular/Occasional
ProgramViewersAmongall DaytimeViewers) Ellen Dr.Oz Dr.Phil
TMZRachaelRay JudgeJoe Brown JudgeJudy PriceisRight People'sCourt
Judge Mathis FamilyFeud JerrySpringer NOTEWORTHY FINDINGS: Positive
correlation between TV show reach and social engagement Non-linear
relationship suggests an online double jeopardy effect, larger
shows draw disproportionately more social engagement than small
shows
- 43. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 ANALYSIS OF SOCIAL IMPACT & ENGAGEMENT
R=0.7945 0% 5% 10% 15% 20% 25% 30% 35% 0% 10% 20% 30% 40% 50%
NetSocial Activity TVShowReach (Regular/Occasional
ProgramViewersAmongall DaytimeViewers) Ellen Dr.Oz Dr.Phil
TMZRachaelRay JudgeJoe Brown JudgeJudy PriceisRight People'sCourt
Judge Mathis FamilyFeud JerrySpringer NOTEWORTHY FINDINGS: Positive
correlation between TV show reach and social engagement Non-linear
relationship suggests an online double jeopardy effect, larger
shows draw disproportionately more social engagement than small
shows Shows that out-perform the average all have hosts with a high
emotional connection with the audience
- 44. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 GREAT DATA, BUT CONNECTING FACEBOOK DATA IS
HARDER THAN IT SOUNDS CODING& TABULATION RESPONDENT OPT-IN
EXPERIENCE DATA VISUALIZATION
- 45. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 Privacy issues in various countries
Maintaining positive respondent experience (when weve proven
ourselves as doing a poor job at this in the past) CODING&
TABULATION RESPONDENT OPT-IN EXPERIENCE DATA VISUALIZATION GREAT
DATA, BUT CONNECTING FACEBOOK DATA IS HARDER THAN IT SOUNDS
- 46. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 Facebook data comes in as unstructured JSON
strings Not natively compatible with SPSS Dimensions data
collection software Not natively compatible with Ascribe, which we
use for coding CODING& TABULATION RESPONDENT OPT-IN EXPERIENCE
DATA VISUALIZATION GREAT DATA, BUT CONNECTING FACEBOOK DATA IS
HARDER THAN IT SOUNDS
- 47. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 How to tabulate 21,000 Likes Big data 1000
respondents x 500 friends x 100 status posts = 50 million data
points CODING& TABULATION RESPONDENT OPT-IN EXPERIENCE DATA
VISUALIZATION GREAT DATA, BUT CONNECTING FACEBOOK DATA IS HARDER
THAN IT SOUNDS
- 48. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 IF ITS THE END OF MARKETING RESEARCH AS WE
KNOW IT, WHY DO WE FEEL FINE?
- 49. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 FACEBOOKDATAWOULDHAVEALLOWED
USTOEXTENDTHEUTILITYOFOURSTUDY Promotional opportunities,
leveraging affinity to Modern Family for pre- season promotional
spots
- 50. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 And various advertisers could be approached
for advertising FACEBOOKDATAWOULDHAVEALLOWED
USTOEXTENDTHEUTILITYOFOURSTUDY
- 51. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 LEARN MORE, IN LESS TIME We could have learned
things we wouldnt have known to ask about We could eliminate
questions from our survey (demos, etc.) Add contextual information,
pictures of respondents, wall posts, friends
- 52. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 52
- 53. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 OTHER FACEBOOK DATA VARIABLES CAN LIKELY
INFORM OUR RESEARCH BY EXAMINING Frequency of posting in Facebook:
# of posts in total # of posts broken down by photos, videos,
status updates Measure influence by measuring: Proportion of a
respondents posts that are commented on, shared or Liked by their
friend network Check-in behaviors (perhaps to inform Shopper
strategies): Frequency of checking in, types of establishments
checked-in, etc. Use of Facebooks Want button (which is in beta
now): Allows us to understand how Wants are different from Likes
And many others
- 54. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 Thebestwaytopredictthe future,istocreateit.
Thankyou
- 55. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 Q & A MichaelRodenburgh Ipsos GregCoops
AsianStrategies
- 56. Michael Rodenburgh, Ipsos, Canada Festival of NewMR 2012 -
Main Stage Session 2 Thebestwaytopredictthe future,istocreateit.
@mike_rodenburgh michael.rodenburgh@ipsos.com
hnp://www.linkedin.com/in/mrodenburgh Thankyou