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Presented by Jim Longo, VP Marketing & Client Development. Making Sense of Chat-Based Focus Groups, Social Media and More
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Getting In Line with Online: Making Sense of Chat-based Focus Groups, Social Media and More
Presented by Jim Longo Itracks VP of Client Development & Marketing
Research: 2.0 vs.
Traditional 2.0?
- plenty of research potential
- future of the research community
- best way to listen to your customer
- will come to dominate market research in the next decadeTraditional?
- standards of quality established
- battle proven
- familiar/comfortable
Freaky Trigger: The Information Game
Adapt or Become Extinct
Online Qual - A Brief
History
It’s been around longer than you think . . . .
Online Qual - A Brief
HistoryBegan in the mid-nineties
- Email, discussion groups - Online chat with virtual back room - Development of OBB’s allow for rich qualitative data
Has been gaining momentum as a methodology each year along with the proliferation of the Internet as a data collection tool
-Online research has now surpassed the telephone -Will never replace face to face groups, but has a place in research
Online Qual - A Brief
HistoryPoised for rapid growth
-Globalization of brands-Emerging markets -Explosion of computer usage for communication
How qual is being used online?In Depth Interviews
- Richness of data
Usability
- Web based
Longitudinal
- Less attrition,
- additional value in seeing other
vvvvvvvvpeoples responsiveness
Diaries
CPG’s
Product usage
Healthcare
Physicians
Media
Viewing or listening habits
Blog posting
- Day in the life of a product or brand
Home Use Test
- Higher response rates to placements
Ethnography
Photo or video tasks
Shopping tasks
Breakout groups
- Dyads or triads
Precursor to Quant
- Consumer behavior
Problem solving
- Employee groups
Mix segments
- Physicians and Insurance companies
Online Focus Group
Bulletin Board Focus
Group
Online Ethnographies
Online Ethnographies
Online Ethnographies
Online Ethnographies
Advanced Qualitative
Techniques
Advanced Qualitative
Techniques
Advanced Qualitative
Techniques
Advanced Qualitative
Techniques
Blog vs. Forum
Concept Testing
Concept Testing
Treemaps• Easily visualize and drill into crosstab data
Video Timeline Analysis• Time-span data visualization (e.g. display all comments for first ten seconds of a video stream left by Females/18-35)
Word Analysis• Visualize word frequencies using text clouds• Search one or multi-word combinations• Segment by demographics
Heatmaps• Visualize respondent behavior in response to stimuli• Understand likes/dislikes in direct context of your concepts
Online Marketing Research
Community
Online Marketing Research
Community
Capture Collective Intelligence
A New Breed of Customer
Full of Opinions Reject All Prior Behavior
Online Throughout the Day Wide Personal Network
- Customers want to be respected
- They want to be engaged
- Want relevant two-way discussion
- Want to see what others have to say
- Want to be part of the innovation cycle
- Want to see what actions you've taken with their
input
Web 1.0 vs. Web 2.0
Web 1.0
Read Only Content
Eyeballs
Editors
Personal
Web 2.0
User Generated
Content
Hands
Buzz
Blogging
Crowdsourcing
Who Uses Social Media
Anderson Analytics 2009
Email: The First –and Largest– Social
Network
What’s Now?
What’s Now?
What’s Now?
What’s Now?
What’s Now?
What’s Now?
What’s Now?
What’s Now?
What’s Next?
3 Myths about Social
Media1. That companies have figured out how to build their brands in social media. They haven't. For
example, six out of 10 consumers don't bother to seek out opinions of brands via social media.
2. That television is dead. It isn't. Consumers view TV ads as more trustworthy than ads on social
networks. Marketers need to do more in the social realm, but they need to do it in a way that builds
trust first. Brands don't have the trust today.
3. That you cannot measure in the social web. Not only do campaign specific metrics matter and can
be measured but we believe a SIM Score for the social web is extremely important.
A case study from Razorfish using Fluent
Thank you.
Presented by Jim Longo Itracks VP of Client Development & Marketing
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