CASES

CO-OWNED CLIENT –IVOX PANEL THROUGH IVOXTOOLS(IDEA & IPROFILE)

VESUVIUS – TRENDS & MALE PANEL

IP PRESS

Media CLIENT &SECTOR

CASE SPECS

Large scale research towards differences in preferences between men and woman

Using interactive web 2.0 online research and communication tools

www.vesuvius2009.be

Media campaign (print and online)

Win-win deal similar to ‘voice of Belgium’– Large group of respondetns (due to fun and creative concept and set-up)

– Large media exposure

– Huge recruitment potential

CASE: IP PLURIMEDIAVESUVIUS: WHAT KIND OF MEN ARE YOU?

A Phased approach with 3 high level phases Phase 0: call to action

Phase 1: idea gathering

Advertiding in magazines, call to participate men & women to give their opinions on 5 pre-defined themes / domains via www.vesuvius2009.be

Ability to scare ideas of others – iDEA -> iRATE

Discover best ideas and list them

Phase 2: representative survey on Belgian male population

Most important ideas of phase 1 are basis

Online research on target group of representative male population

Resulting in different defined ‘profiles’ => algorythmes

Phase 3: the Vesuvius Man-test

Integration of earlier research results in online research tool

Men can do the test and compare themselves to each other and the ‘general profiles’

Integration with facebook and social media

Media buzz

APPROACH

CASE: IP PLURIMEDIAVESUVIUS: WHAT KIND OF MEN ARE YOU?

Example of one of the many advertisements in offline magazines that are within the portfolio of IP Plurimedia:

STEP 0: call to web action in magazines

- Call-to-action campaign to take part in the research program.

- Wanted: man or women with an idea

- Your opinion counts

PROCESS & VISUALS:

CASE: IP PLURIMEDIAVESUVIUS: WHAT KIND OF MEN ARE YOU?

Step 1: Online brainstorming through crowd sourcing & collective intelligence: different topics were presented to the participants for which they could give inputs

Respondents could rate each other’s opinions that were posted. As a result, participants could take a look at the top 30 ideas per category. Men + Women PROCESS

& VISUALS:

CASE: IP PLURIMEDIAVESUVIUS: WHAT KIND OF MEN ARE YOU?

Step 1: Text mining analysis part 1: Information Extraction

(IE) Preliminary mock-up of English translation

Step 2: a quantitatively validating classical survey

CASE: IP PLURIMEDIAVESUVIUS: WHAT KIND OF MEN ARE YOU?

Step 3: Online interactive test and survey module with instant segmentational feedback

Instant benchmarks/ feedback: one can compare his answers with the answers of others

Participants were able to benchmark their answers instantlywith the results of an opinion poll that was launched upfront, by : Language, Age, Region

Based on one’s answers, the participant receives a profile outcome based on 4 marketing profiles that were deducted (by both the clients and the researchers) from the previous research phases..By using specific algortihms the profiles results could be measured.These results could be published and shared with friends on Facebook to create a viral marketing effect on top.

Integration with Facebook

CASE: IP PLURIMEDIAVESUVIUS: WHAT KIND OF MEN ARE YOU?

Phased approach with clear structure & strategy & comm. strategy

Use the 5 motivational factors, especially the non material ones to get many participants

Media clients’ excellent position & reach to call for action via various channels Offline

Online

Thus large potential to recruit and build iVOX panel

Client open to win-win deal

Furthermore create awareness & future sales for iVOX

VALUEFORiVOX

Value For

Client

Large scale visibility and exposure

Fun way of engaging with the population and buyers of the magazines

Content generation => human interest story Positive impact on image

Client retention and gaining new readers

Interactive unique marketing at low relative cost!

CASE: IP PLURIMEDIAVESUVIUS: WHAT KIND OF MEN ARE YOU?

IBOPEINTERAC-TIVE

IBOPE is perfectly placed to sell these type of project to its media clients:

IBOPE can strengthen its position in the media world by offering them this unique type of content and coverage

Cross- and upselling from and to IBOPE’s current products & services to existing as well as new clients

Positive effect on IBOPE’s image => new, fresh, interactive…

Elaborate similar deals with media and other clients

Various types of projects possible with many different ‘subjects’ / ‘themes’

Build the panel

CASE: IP PLURIMEDIAVESUVIUS: WHAT KIND OF MEN ARE YOU?

Phased approach with clear structure & strategy

Use the 5 motivational factors, especially the non material ones! Create community feeling

Feedback of results

…

Excellence in communication

Media clients’ excellent position & reach to call for action via various channels

iVOXTOOLS enabling this type of interactive qualitative research

Socratos and iVOX know how (panel, algorythms, analysis of results)

USP’s

What’s in it for me?!

Set up and manage use of iVOXTOOLS => iDEA / iCOMPARE / iPROFILE

Prepare idea generation and analysis of answers

Set up algorhythms for profile-definiton

Large communication campaign and call to action

Integration with social media etc

Reporting on participation and progress of the research (coninuous)

…

CONCRETEDELIVER-

ABLES

CASE: IP PLURIMEDIAVESUVIUS: WHAT KIND OF MEN ARE YOU?