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1 1 EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower
The Community Enthusiast:
Source Code Revealed
Listen. Learn. EmPower
www.empowerresearch.com
Debjani Deb Managing Partner
Historically, market research involves collecting, analyzing & generating
insights from qualitative & quantitative data
Depth Interviews
Paired Depths
Triads
Mini-Groups
Focus Groups
Observation
Workshops
Face-to-Face Interviews
Telephone Interview
Omnibus Survey
Online Survey
Postal and Self-
Completion Survey
Time Consuming Expensive $
2 EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower
3 3 EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower
Of late, social media has emerged as a rich repository of spontaneous
user sentiments on category and brands
66% 14%
Of online
Americans now use
social media
14% either publish a
blog/ web page or
upload video/ audio
21% post ratings or
comments in
online forums
31% post updates
social networking
sites
31% 21%
28% 26% 18% 26% 17%
Travel Apparels Personal Care Food/Beverages Groceries
HOW MANY TURN TO SOCIAL MEDIA WHEN MAKING PURCHASES
Sources: www.sanfranciscosentinel.com, www.blogs.forrester.com, Knowledge Networks – May 2010
3 EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower
4 4 EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower
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
now, there are lots of ways to say it.“
"But we need to get away from the notion that being representative of
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 [social-media samples are] representative or not."
Joan Lewis Global Consumer and Market Knowledge Officer, P&G
4 4 4 EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower
“ “
However, understand the pros and cons
Cons Pros
Data is highly unstructured May not get specific response to questions we seek to answer Origin of declaration often unidentified Represents only that population that is online and chooses to express an opinion
Spontaneous primary opinion
reflecting behaviour attitude and
interest
You can tap “latent” needs/
opinions that have been expressed
pro actively
You save on costs
You save on time
Social Media can be an agent for deriving deep insights if one can convert unstructured data to a structured form
Co
nclu
sio
n
5 EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower
Market is moving from a pure tool based listening to insight generation
Garbage in –
garbage out
Understands
content but not
Context
Tool Generated
Listening
Like a focus
group, the first
stop for online
research
Triggered instead
of being
spontaneous
Community
Listening
Going to where the
DISCUSSION is
NOT biasing by asking the
question
Research Benefits
True Insights from
World at Large
1
2
6 EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower
So how does one enable focused community based learning?
Tools for aggregating
across communities of
interest
Methodology and
processes to harness
online opinions with
statistical significance
Insight generation
and learning through
human analysis
7 EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower
Patterns and Perception key to bringing structure to the unstructured
EmPower uses pattern
recognition tool for
iterative search string
refinement and
human/analyst analysis
for theme identification
Topics of
discussion around
Brand / Category /
Stakeholders
Sub topics within
Brand / Category /
Stakeholders
Pattern
recognition
tool
Perception or themes : What is
in the consumer’s mind
share for Brand / Category
Human analysis
Pattern
Recognition
Perception
Identification
8 EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower
3 ways of using community based learning
1
2
3
Precursor to traditional research
Alternative to traditional research
Augment traditional research
9 EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower
Applications are seen across different types of communities
Hobby
Communities
1
Influencer
Groups
3
Advocacy
Groups
4
Ethnic
Communities
5
Stakeholder
Communities
2
Enquiry
Forums
6
Ideation
Forums
8
Event
Communities
7
Integrating
Community
Data
9
10 EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower
1: learning about target audience hobbies for better
engagement strategy
Impact
30% increase in target
segment engagement
Client
Global leader in
aerated beverages
Their need
To identify top online platforms
to engage target segment
Music
Movies
Sports
Top hobbies / interests
Communities Inbound Visitors
Yahoo!Music 119825 7.4M
Allmusic 11603 391K Solution
Identify top online
communities of interest and
understand behavior in these
communities
41%
41% discuss
beverages in
online
communities
26%
26% expressed
health concerns
from aerated
beverages
19%
19% liked a new
flavor and
recommended to
friends
2: better stakeholder segmentation by listening to focused
online communities
Client
World’s leading baby
care brand
Their need
Customized campaign
messaging targeted at Gen-Y
moms
Solution
Analyzing chatter in Gen-Y
mom communities revealed 8
different segments of moms
1 Yummy Mummy:
Highly emphasized on nutritional aspects of food
3 Sponge Mom:
Put their own needs aside for kid’s welfare
4 Economy Mom:
Discounts, coupons attracted economy mothers
Coach Mom:
Encourages leading disciplined life at an early age 2
5 Green Mom:
Identified to be environment-conscious
DIY Mom:
Moms prefer doing things themselves for their kids 6
7 Ever Connected Mom:
Mothers who are updated with modern technology
Safety Mom:
Always on the lookout for prevention of diseases 8
Impact
A new campaign which
led to 12% sales growth
3: learning about communities which influence your target
segments
Impact
16% increase in POME
customer base
Client
World’s leading male
grooming brand
Their need
To engage influencers at point
of market entry (POME)
Solution
Quantify influence parameters
like awareness, engagement,
impact etc. to gauge
influence
Ac
tio
n
I n f l u e n c e
Music
Technology
Gaming
Personal
fulfillment
Work-life
balance
Peers Parental
Celebrities
Social
Relationships
Activities &
Lifestyle
Self
Actualization
4: tracking impact on brand equity and consideration by
advocacy groups / communities
Client
A leading confectionary
manufacturer
Their need
Gauge impact on brand
reputation owing to online
campaign by environmental
advocacies
Solution
Track brand KPIs in correlation
with brand loyalty to measure
impact of the campaign
Impact
Increased awareness led
to 37% more first-timers
Week 1 Week 2 Week 3 Week 4
Increase in Awareness Sentiment
Negative
Sentiment
Loyalist First timers
Switchers
5: understanding ethnic cultural values and nuances by
studying corresponding communities
Impact
Re-branded their cookies
as gifts for occasions
Client
A leading CPG
company
Their need
To learn about Chinese need
states related to cookies
Solution
Listening to Chinese
communities for associations
of cookies and how they vary
by occasions
Why ?
• Gifting
• Leisure
• Nutritional value
Need states
With Whom ?
• Family
– Children
• Friends
How ?
• Eaten with milk
during breakfast
and before
going to bed at
night
Sales alerts Service alerts
6: alert mechanism for better handling of customer service
queries and sales opportunities
Client
Global leader in data
storage solutions
Their need
Utilizing online queries for sales
and service fulfilments
Solution
Monitor technology forums
and define rules for auto alert
mechanism
Impact
Client C-SAT went up by
a staggering 42%
ENABLE ACTION
Engagement alerts
Determine
Pain areas related to customer services
The most important product attributes for
exceeding end user expectations
Develop
Strategies that addresses enduring
customer service needs and expectations
7: expectation management by listening to niche communities
on event / launches
Impact
Early alert on competitor’s
much greater popularity
Client
One of world’s top
Pharma company
Their need
Measure euphoria around
their new drug launch
Solution
Quantify sentiments ,
awareness and benchmark
against competitor’s pipeline
drug
Competition drug in
pipeline
Launched
drug
Sentiments -Ve +Ve
Aw
are
ne
ss
Lo
Hi
8: idea generation and white-space identification by listening to
category discussion communities
Client
World’s largest wellness
company
Their need
Identifying new opportunities
in the health and wellness
space
Solution
Listening to category
discussions on new emerging
associations of wellness
Impact
Revamped product R&D
as per new associations
Cholera
Healthcare
Vaccination OTC drugs
Naturopathy Energy
Drinks
Chinese
Medicines
H1N1
Beauty
Moisturizing
Exfoliate
Glowing Skin
Nature
Spa
Manicure
Green
Ecosystem
Environmental
Cleansing
Hands
Manicure
Regular
Shower
Hygiene H1N1
Security
Meditation
Regular
Shower
Spiritual
9: understand voice of your customers by integrating internal
data with community based listening
Impact
3 major CE improvement
areas were identified
Client
Global leader in
currency cards
Their need
Quantify customer experience
and identify improvement
areas
Solution
Integrate internal IVR, sales,
service data with social media
feedback
30%
48%
26%
58%
33%
59% Service
Security
Respect
Safe
transactions
won customer
confidence
Unhappy about
verification
charges
premium
cards
provided
were
admired
Sentiments (%)
Client Competitor
20 20 EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower
Unbiased
Insights
Cross-Stakeholder
Solutions
Lesser
Cost
Re-scoping
Flexibility
Global
Reach
Lesser
Execution
Time
Agile and
De-risked
Real-time
Insights
Social
Media
Research
Benefits of listening to online communities over traditional research
20 EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower
Primary research vs. social media costing: an illustrative case
Primary Research Elements Social Media Research Elements
Component Complexity
Sampling High
Questionnaire Design High
Questionnaire Administration High
Honorariums
Data Analysis Medium
Approx Cost $ 40,000
Approx Execution Time 8 -10 weeks
Component Complexity
Sampling High
Questionnaire Design NA
Questionnaire Administration NA
Honorariums NA
Data Analysis High
Approx Cost $ 20,000
Approx Execution Time 4 - 6 weeks
Sample Size = 200 Sample Size = 200
Understanding physician opinion/issues faced on COPD category
in UK, Germany, France, Spain and Italy. Project Scope
What is needed to kick-start your online community led research
1 Well-defined research problem that fit
the criteria
22 EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower
2 Adequate conversation volumes
3 Understanding of possible shortcomings
and cross functional buy-in
4 A reliable methodology for harnessing
data with statistical significance
23 23 EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower
Contact Information
Debjani Deb
Pharmaceuticals
Health Care
Advertising Communications/
Public Relations High Tech/
Telecom Retail/CPG Financial
Services
Listen. Learn. EmPower
www.empowerresearch.com