Post on 27-Jan-2015
description
Connecting the DotsDriving Deeper Insights for Maximum ImpactJune 19, 2013
Past
Present
Future
Connect the Dots
Enter Ipsos SMX (Social Media Exchange)
Our goal is to help clients inspire and accelerate business growth by putting the consumers voice at the heart of your organization.
We do this through listening and by creating engaging, collaborative, environments for brands to interact with consumers in real-time.
A retailer came to us after completing a consumer touch point study where they
examined the consumer path to purchase.
A major element was missing though. Specifically, how does today’s reality, the
digital age, relate to these touch points?
8
A Quick Example
Overlay Social Data
Service
Experience In-store
Food
Catalogue
PurchaseIntent
Experience @homepost purchase
Products
Experience@home
pre purchase
Price
Campaigns
43%
30%
13%
3%
5%
12%
14%
9%
8%
9% „I was at Brand X yesterday and I was really impressed by the wide range of
LED-lamps.“
„In my opinion no one is allowed to marry until
they have built up a chest of drawers from
Brand X together.
„Brand X-store assistants who can‘t spell the names “
„The transport-costs are really
expensive!“
„I like the Brand X-Song and the good thing is that I in fact
need new furniture now!“
„I survived a Saturday afternoon at Brand X...“
„Hi Petra, no you‘re not the only one with this
phenomenon! We sometimes drive to Brand X to eat xxx in the restaurant, my son loves them so much…I also always
find something to buy....
„Browsing the Brand X Catalogue to get
inspirations for sewable Home-Design“
„Sunday, midnight. I walk around my room
with my Brand X catalogue and tape“
This beautiful peace of furniture costs 39,- Euros. At that price, I just HAVE to buy it!
€
Bubble size represents share of topic: products = biggest share Base: Manually coded sample of n=152 , topics ≥3%
10
MozRank* low middle highhigh middle low
+ / -Controversial
SOCIAL BRAND DNA
Understand Key Conversation Drivers
*MozRank = 1-10, importance of web pages. Most mentions on Twitter & facebook which have a high MozRank.
Service
Experience In-store
Price Food
CataloguePurchase Intent
Experience @home
Products
Base: Manually coded sample of n=152
How to read: The Bubble size represents the share of topic. A positioning further outwards means potentially higher reach.
Negative Positive
In Conclusion
The future of market research no longer relies on single data sources to tell a story. Listening is as important as asking, and social is embedded in every story.
Thank You