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Big Idea 3: New Consumer Insights was delivered by Razorfish's Andrea Harrison on April 22, 2009, at the 9th Annual Razorfish Client Summit (#rzcs on Twitter).
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New Consumer Insights: Social Behavior
Andrea Harrison
THE AXIS OF INFLUENCE
Social Behavior drives Social Influence
Page 2 © 2009 Razorfish. All rights reserved.
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Influence matrix: Mike Arauz
But how much do we really know about it means to be social?
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When marketers need answers, we do research
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But what is traditional research teaching us about social behavior?
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We have market segmentation
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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
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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
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We can map our customers to their online networks…
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STRANGERS, FRIENDS
COLLEAGUES, FRIENDS, BRANDS
COLLEAGUES, FRIENDS, BRANDS, CAUSES
…and determine who they’re connected to online
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STRANGERS, FRIENDS
We can also analyze their relationships…
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School friends
FamilyBest Friends
Mentor
Boss
Peer
Significant other
…to better understand the flow of influence
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School friends
Family Best Friends
Mentor
Boss
PeerSignificant other
SOCIAL INFLUENCE
Least
Most
Social behavior research in practice
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TEEN GIRLS IT DECISION MAKERS
Tips on how to conduct research for social graph analysis
Modify traditional research practices to reflect social behavior
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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
