Razorfish - Andrea Harrison on New Consumer Insights: Social Behavior

New Consumer Insights: Social Behavior

Andrea Harrison

THE AXIS OF INFLUENCE

Social Behavior drives Social Influence

Page 2 © 2009 Razorfish. All rights reserved.

– +

+

–

REP

UTA

TIO

N

POPULARITY

ACTION–

+

Influence matrix: Mike Arauz

But how much do we really know about it means to be social?

Page 3 © 2009 Razorfish. All rights reserved.

When marketers need answers, we do research

Page 4 © 2009 Razorfish. All rights reserved.

But what is traditional research teaching us about social behavior?

Page 5 © 2009 Razorfish. All rights reserved.

We have market segmentation

Page 6 © 2009 Razorfish. All rights reserved.

WHAT ARE SEGMENTS?

• Produced by statistical analysis of quantitative data

• Provides quantitative data on who users are and what they like

• Analysis focuses on differences and distinctions in demographics and attitudes

• Segments become clusters of dominant characteristics by demographics and/or attitudes

• Can be used an input to qualitative research, marketing and branding tools

We have personas

Page 7 © 2009 Razorfish. All rights reserved.

WHAT ARE PERSONAS?

• Produced by inductive and interpretive analysis of qualitative data

• Provides qualitative data on who users are and what makes them real

• Analysis focuses on putting people’s needs, goals and behaviors in-context

• Personas become clusters of dominant characteristics by needs, goals or behaviors

• Can be used as input to quantitative research, design processes and media efforts

We need social graph analysis

WHAT IS A SOCIAL GRAPH?

• A social structure made of nodes (which are generally individuals or organizations) that are tied by one or more specific types of interdependency

• Values, visions, ideas, financial exchange, friendship, kinship, dislike, conflict or trade are all interdependencies

• Can be used as inputs to development of social influence marketing programs and insights into social behavior

Page 8 © 2009 Razorfish. All rights reserved.

We can map our customers to their online networks…

Page 9 © 2009 Razorfish. All rights reserved.

STRANGERS, FRIENDS

COLLEAGUES, FRIENDS, BRANDS

COLLEAGUES, FRIENDS, BRANDS, CAUSES

…and determine who they’re connected to online

Page 10 © 2009 Razorfish. All rights reserved.

STRANGERS, FRIENDS

We can also analyze their relationships…

Page 11 © 2009 Razorfish. All rights reserved.

School friends

FamilyBest Friends

Mentor

Boss

Peer

Significant other

…to better understand the flow of influence

Page 12 © 2009 Razorfish. All rights reserved.

School friends

Family Best Friends

Mentor

Boss

PeerSignificant other

SOCIAL INFLUENCE

Least

Most

Social behavior research in practice

Page 13 © 2009 Razorfish. All rights reserved.

TEEN GIRLS IT DECISION MAKERS

Tips on how to conduct research for social graph analysis

Modify traditional research practices to reflect social behavior

Page 14 © 2009 Razorfish. All rights reserved.

Recruit research participants as part of their social groups

TIP 1

FRIENDS FAMILY MANAGERS, PEERS

Tips on how to conduct research for social graph analysis

Modify traditional research practices to reflect social behavior

Page 15 © 2009 Razorfish. All rights reserved.

Observe participants in social settingsTIP 2

FRIENDSSHOPPING

FAMILY MEMBERS PLANNING A VACATION

WORK COLLEAGUESIN A MEETING

Tips on how to conduct research for social graph analysis

Modify traditional research practices to reflect social behavior

Page 16 © 2009 Razorfish. All rights reserved.

Observe participants engaged in online social behavior

TIP 3

Ask survey participants to forward the questionnaire to friends and family and track referrals to the source

TIP 4

Thank You

Andrea Harrison andrea.harrison@razorfish.com