Getting In Line with Online: How to use the internet to find out more about your customer

Getting In Line with Online:

How to use the internet to find out more about your customer.

Presented by Jim Longo

Itracks VP of Client Development & Marketing

A New Breed of Customer

Full of Opinions Reject All Prior Behavior

Online Throughout the Day Wide Personal Network

Source: J. Henning, Vovici

Research: 2.0 vs.

Traditional 2.0?

- plenty of research potential

- future of the research community

- best way to listen to your customer

- will come to dominate market research in the next decadeTraditional?

- standards of quality established

- battle proven

- familiar/comfortable

Freaky Trigger: The Information Game

Adapt or Become Extinct

Adapt or Become Extinct

Online Qual - A Brief

History

It’s been around longer than you think . . . .


HistoryBegan in the mid-nineties

- Email, discussion groups

- Online chat with virtual back room

- Development of OBB’s allow for rich qualitative data

Has been gaining momentum as a methodology each year along with the proliferation of the Internet as a data collection

tool

-Online research has now surpassed the telephone

-Will never replace face to face groups, but has a place in research


HistoryExperiencing rapid growth

-Globalization of brands

-Emerging markets

-Explosion of computer usage for communication

How qual is being used online?In Depth Interviews

- Richness of data

Usability

- Web based

Longitudinal

- Less attrition,

- additional value in seeing other

vvvvvvvvpeoples responsiveness

Diaries

CPG’s

Product usage

Healthcare

Physicians

Media

Viewing or listening habits

Blog posting

- Day in the life of a product or

brand

Home Use Test

- Higher response rates to placements

Ethnography

Photo or video tasks

Shopping tasks

Breakout groups

- Dyads or triads

Precursor to Quant

- Consumer behavior

Problem solving

- Employee groups

Mix segments

- Physicians and Insurance companies

Online Focus Group

Bulletin Board Focus

Group

Online Ethnographies




Advanced Qualitative

Techniques


Techniques


Techniques


Techniques

Online Surveys

Online Spending

Source: ESOMAR 2009 Global Market Research

Blog vs. Forum

Social Media Monitoring





Concept Testing

Concept Testing

Treemaps• Easily visualize and drill into crosstab data

Video Timeline Analysis• Time-span data visualization (e.g. display all comments for first ten seconds of a video stream left by

Females/18-35)

Word Analysis• Visualize word frequencies using text clouds

• Search one or multi-word combinations

• Segment by demographics

Heatmaps• Visualize respondent behavior in response to stimuli

• Understand likes/dislikes in direct context of your concepts

A Part Of The Process

- Customers want to be respected

- They want to be engaged

- Want relevant two-way discussion

- Want to see what others have to say

- Want to be part of the innovation cycle

- Want to see what actions you've taken with their input

Online Marketing Research Community

Online Marketing Research Community

Capture Collective Intelligence

Social Media Is Still

Evolving• Companies have not figured out how to build their brands in social media.. For example, six out of

10 consumers don't bother to seek out opinions of brands via social media.

• Television is not dead. Consumers view TV ads as more trustworthy than ads on social networks.

Marketers need to do more in the social realm, but they need to do it in a way that builds trust first.

Brands don't have the trust today.

• Not only do campaign specific metrics matter and can be measured but we believe a Social Media

Influence SIM Score for the social web is extremely important.

A case study from Razorfish using Fluent

What’s Next?

Thank you.

Presented by Jim Longo

Itracks VP of Client Development & Marketing

Business

Getting In Line with Online: How to use the internet to find out more about your customer