3 Conclusions

1

2

3

Research is about conversations

Creating synergies is the future

No need to worry

The world as it used to be

Asking question

Research has changed

From asking questions...

...to having a conversation

Conversation research

Social media netnography

Research community

Research communities

Social media netnography

Panel pressureBuilding a community

Only spontaneous feedbackRepresentativenessInformed consent

Giving back

Creating synergies

Social media netnography Research community

Recycle and askRecruitmentGiving backKnowledge

Study 1: exploring the synergy

Talking about baby milk

Social media netnographyEnglish - .co.uk websites> 100.000 conversations

2009-2010

1

Research communityAnswer specific questions

2

Experience for Danone?

New angles But also the details

Consumer vocabulary

Inspiring

A l l o w s t e a m i n v o l v e m e n t

Faster recruitment Social glue

Are natural communities the new research panels?

Participant satisfaction?

7,8/10

In advance, Annelies Verhaeghe, researcher at InSites Consulting, already conducted research on online

conversations about infant feeding on different types of social media (such as blogs, forums).

You are the first to read key findings of our research! We want to share and discuss summaries of interesting conversationswe found online which are very relevant to you.

So, your opinion is very important for us

Participant does not mind

Giving back

Dear mums,

Lots of online chats are about the amount of milk. Some mums share tips and tricks about bf and ff.

While some are convinced it’s better to feed on fixed times, other mums are firm believers of feedingon demand (when your LO ‘asks’ for it by for example start crying).

What is your opinion on feeding time and duration?Which approach is better for your LO?

Thank you,Moderator Anouk

Speak their language

Participant does not mind

WIN

WIN

WIN

Study 2: WIIIFT?A consumer perspective on how companies

should use social mediaUK - N = 518

Social media users (passive & active)Concept test

No need to worry

32% 53% 15%

Using online conversations for research?

Social CRM

Social Sales

Marketing

You express your dissatisfaction with a product or service on social media. This conversation is picked up by an employee of the company that provides the product or

service. This person contacts you to solve your problem.

Joining online conversations?

45% 34% 21%

1 question

No need to worry(for us)

Others are in control

Creating synergies?