Vlerick Consumer Goods Conference
44
New Modes of Market Research: Connected Research Filip De Boeck & Tom De Ruyck – InSites
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Transcript of Vlerick Consumer Goods Conference
New Modes of Market Research: Connected ResearchFilip De Boeck & Tom De Ruyck – InSites Consulting
OLD MEDIA LOSES
CITIZEN JOURNALISM
WE ARE THE MEDIA
MAKEBREAK
EVERYONE IS A CRITIC
POWERFUL
CONVERSATIONS
(Re)connecting companies with their consumers
Connected Research
Company
Consumer Consumer
Consumer
Company
Consumer Consumer
Consumer
“Learn from consumers” “Learn from & allow consumer interactions”
a new form of participation research...
Connected Research uses interactive tools to tap into social interactions between people and allows a more equal relation
between researchers and participants.Verhaeghe, Schillewaert, De Ruyck (2008), InSites Consulting
S E M A N T I C R E S E A R C H
T R A D I T I O N A L R E S E A R C H ( Q T & Q L )
C O
N N
E C
T E
D
R
E S
E A
R C
H SECONDARY RESEARCH RESEARCH TECHNIQUES RESEARCH PLUG-IN’S
OBSERVATION GUIDANCE
DESK RESEARCH 2.0
ONLINE CONVERSATIONS STREAMS
ONLINE DISCUSSION GROUPS
ONLINE 1/1
BULLETIN BOARDS
COMMUNITIES
BLOGS
MULTIMEDIA DIARIES
EXIT FORUMS
AFTER SURVEY COMMENTS
USER-CODED OPEN-ENDS
USER-CREATED BRAINSTORMS
POST-ITS
INTERACTIVE VIDEO SURVEYING
RES
EARC
H S
OLU
TIO
NS
TRADITIONAL DATA / CONNECTED DATA / ONLINE CONVERSATIONS AUDIT & TRACKING / ONLINE TXTOGRAPHY
Connected with RESEARCH FUNDAMENTALS
Connected with ADVANCED RESEARCH TECHNIQUES
Heinz brand essence?
HOMEWORK
ONLINE DISCUSSION GROUPS
Sentence completion
Avator creation
Photo sorting
Associations
BULLETIN BOARDS
"It became apparent to me that doing online groups requires other skills in terms of moderation and other techniques than doing offline groups. Working with the experts of
InSites got me through a steep learning curve".
"Online research is not only doing chat sessions. The whole package of on line desk research, homework assignments for respondents, chat sessions and the use of bulletin boards in a
follow up, make the difference".
Bert Borggreve
Consumer Insight Manager
Communities
User-created Brainstorm
3 positive waysfor brands to be present in
social networks
1 - Interactive brand activation• Games• Competitions• Discount off the price
2 - Branded utility (Palmer & Vulkan)
• High quality content• Charity
Offer REALValue to
consumers
“[Nike+] is not an advertising idea, it's a technology idea. We are delivering a product, an application.”
Nick LawChief Creative Officer, North AmericaR/GAApril 2007
3 - Conversations management• Human interaction and debating
Need for a conversation manager
If you care about PR you should care about the
conversation!
explore what is “Talk of the World” today among global opinion leaders
test and finetune TOW concepts for Heineken among global opinion leaders
Mixed method approach
overall
marketing & advertising
charity
Corre
cted
pro
paga
tion
Sample size
Winners
Concepts
Challengers
High risk
List of point of sales
Cursor = brand logo
Brand ambassador is participating
Back to basics
Post messages
Using song of the brand when opening site
Useful information
Partnerships
Thank you page from brand
No moving images
No commercial objectives
No pop - ups
Mini website from brand
Movies with information
Information on labour conditions
High quality
Give gifts
Images
Magazines
Not too exaggerated
Clear order
Press releases
Price comparisons
Targeted publicity
Social consciousness
Information on origin of product
Presence at search engines
No deception
No publicity
Debating
Support charity
Sponsorship
Providing content
(Mini) publicity
Discounts & promotions
Nice features
Not too pushy
Human interaction
Competition with prizes
Publicity optional
Environment friendliness
Evaluating Talk of the World
RISK
Will the TOW concept lead to polarized
opinions or will it be stuck in the middle? Will these opions be shared
globablly or locally?
REACH
Will the TOW concept appeal to everybody or
to a specific group of consumers?
TYPE OF TALK
Will the TOW concept create buzz or lead to
word-of-mouth?
SUSTAINABILITY
Is the TOW concept appropriate for an
ongoing story or will it be a one-shot action?
BRAND RELEVANCE
Is the TOW concept in line with the current
positioning of Heineken?
Talk of the World
TOPIC OF TALK
Will consumers talk about the experience created by the WOM concept or about the
Heineken brand specifically?
23200 posts
27% of conversations about brands
Conversation tracking on tripadvisor.com
CITYLIFE
WORK
FAMILY
LOVESPORTS
PLAY
TECH
WORK
AUTHENTIC
TRENDS
STATUSSTYLE
ONLINE
HERITAGE
QUALITY
SHOP
TARGET GROUP
Objective
The target group profile?Who is he?
What are his interests, ambitions, opinions, etc. ?
Where does he go (online & offline)?
How can we target him?
Online safari
Universe detection
Data collection: scrape the
internet
Universe detection
SELF DIRECTION
HEDONISMINSPIRATION AMBITION
.... And most of all, our participants like it
www.insites.eu
www.connectedresearch.insites.eu
