Applying the Sharing Economy to Market Research: What we can learn from Uber and Airbnb
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WHAT WE CAN LEARN FROM UBER & AIRBNB APPLYING THE “SHARING ECONOMY” TO MARKET RESEARCH PONDERING PANDA & M4JAM +
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Transcript of Applying the Sharing Economy to Market Research: What we can learn from Uber and Airbnb
WHAT WE CAN LEARN FROM UBER & AIRBNB
APPLYING THE “SHARING ECONOMY” TO MARKET RESEARCH
P O N D E R I N G PA N D A & M 4 J A M
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The paradox of globalisation
Technology has faci l i tated greater g lobal connect ion between people around the world.
Yet the world is becoming e ver more f ragmented…
num
ber o
f res
ults
m o r e g e n e r i c m o r e s p e c i fi c
Technology is the answer to dealing with increasing diversity
The “Long Tai l” : Our economy is shift ing away from a focus on a smal l number of mainstream
products to huge number of n iches.
And marketing has adapted accordingly
Can traditional market research meet the needs of data driven marketing?
LARGESAMPLES
REAL-TIMEDATA
COSTEFFECTIVE
HOW CAN TECHNOLOGY HELP RESEARCH?
Crowdsourcing
“The process of obtaining needed ser vices, ideas, or content by sol ic i t ing contr ibut ions f rom a large group of people, and especial ly f rom an onl ine
community, rather than from tradit ional employees or suppl iers”.
W i d e l y u s e d g l o b a l l y fo r m a r ket i n g , i n p a r t i c u l a r F M CG .
The sharing economy: “I don’t need a dri l l , just a hole!”
GROUPON
"shared" the collective action of tipping a deal
KICKSTARTER
"shared" a similar funding
goal among many contributors
AIRBNB
"shared" homes, but charged by
the night, like a hotel
UBER
"shared" the labour of independent contractors
A new approach to market research?
Uber le verages technology to eff ic iently connect tax i ’s and consumers.
How about connect ing c l ients to the consumers, when they need to speak to them v ia mobi le phones?
BRAND
For people across the social and economic spectrum,
their phone is their way of staying connected to
the world, and for lower- income groups i t ’s a lso their pr imar y way of
accessing the Internet .
Mobile phones are much more than just a means for survey completion
It ’s al l about the base!
The foundation is a large, representat ive and act ive consumer base.
Consumers are increasingly marketing savvy
Push vs . Pul l
The power of real engagement
PERSONALISATION GAMIFICATION RELEVANCE
Incentiv isat ion supported by:
Ensuring quality data cost effectively and at scale
The only solut ion is automation.
Real-t ime delivery
Mobile phones faci l i tate “always on” real-t ime exchange between users and c l ients .
Report ing is del ivered v ia l ive dashboards.
Le verage analyt ic platforms l ike IBM Watson to automate the generat ion of ins ights .
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