this is spicer than you think!

THINK!

THAN SPICER

you

THIS IS

Inspired in “The Purpose of Research”

RE-SEARCH

Is market

RESEARCH

this way?

Research Basics Exercise:

1. Think about yourself as a “Brand”!

2. How would you define yourself? / Why others should "buy" you?

3. Observe and Think about others as “Products”!

4. How would you define other's character? / Why would you "buy"

some of them?

- Tim Stock

You‟ll never be a swimmer

if you don‟t get in the pool.

WHY DO RESEARCH?

we must harness research to uncover

insigths that will act as catalysts for

transformation

Good research should empower and

propel the path from desirability to

viability.

MarketerShare

ConsumerRelevance

…start by collecting stories!

[quote from a movie]

“we use to read porn,

now it’s IKEA catalogs”

Video: “a „Fight Club‟ movie scene” [click here to watch]

[WHATS IN YOUR FRIDGE?]…is it consistent with how you portray yourself every day?

UNCOVER MOTIVES…why did you buy that cereal?

Social Factor‟s Trends SHAPE the story, motives and behavior.

“what we

will want”

quantity quality“THE NARRATIVE SHIFT”

Social Networks are the

“era of transparency”

...how much does this

transparency begin to

distort the reliability of the

data?

Demographics

OLDNETWORK RESEARCH

NEWNETWORK RESEARCH

Culture

A vs. B Narrative

Historical Data

Testing

Rating Scales

Real-Time Data

Discovery

Natural Language

Human Data Flowswe TAG the datawe collect!

“between 2007 and 2008 FLICKR grew from 600 to 1200 million images”

We align

ourselves with

cultures that

share similar

„data feeds‟:…“I Love Chocolates!”

Modalities of Research

LISTENING FOR PATTERNS

LISTEN

, “red shoes”, “red shoes”, “red shoes”, “red shoes”, “red

shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”,

“red shoes”, “red shoes”, “red shoes”, “red shoes”, “red

shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”,

“red shoes”, “red shoes”, “red shoes”, “red shoes”, “red

shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”,

“red shoes”, “red shoes”, “black shoes”, “black shoes”, “red

shoes”,, “red shoes”, “red shoes”, “red shoes”, “red shoes”,

“red shoes”, “red shoes”, “red shoes”, “red shoes”, “red

shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”,

“red shoes”, “red shoes”, “red shoes”, “red shoes”, “red

shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”,

“red shoes”, “red shoes”, “red shoes”, “red shoes”, “red

shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”,

“red shoes”, “red shoes”, “red shoes”, “red shoes”, “red

shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”,

“red shoes”, “red shoes”, “red shoes”, “red shoes”, “red

shoes”, “red shoes”, “red shoes”, “red shoes”, “red shoes”,

…as an ethnographic

tool, twitter offer flows

of language and ideas!

LISTEN

LISTEN

OBSERVE

OBSERVEWhat activities should be

uniform in order to be

more likely unique to an

individual?

data patterns

become easier

to see as stories

Video: “PIANO STAIRS” [click here to watch]

OBSERVE

…what makes us humans (?!)

What BRANDS do

you interact with

throughout the day?

OBSERVE

OBSERVE

ASK CONSUMER INTERCEPTS

works well in catching

people in context and

of guard.

IN-DEPTH INTERVIEWS

help us bring dimension to

the stories and uncover

hidden elements.

ASK

FOCUS GROUPS

‘unleash’ key perceptions

and attitudes.

ASK

(Burger) WHOPPER

eat awould you

How

Video: “WHOPPER VIRGINS” [click here to watch]