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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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