why listen esomar

What’s all the buzz about listening

+ is this a place for research?

Presented by Peter Harrispeter.harris@visioncritical.competeraharris@wordpress.com

Peter Harris

AUDITOR marketing RESEARCHFamily man AMSRS aussie NEW MEDIA

building relationships ASHES TRAGIC

“Stop, Collaborate and Listen” – Vanilla Ice

Why we Listen

“It’s not what you say about you,

it’s what they say about you.”- SEAN MALONEY, EXECTUIVE VICE PRESIDENT, INTEL

What’s the Impact for research?

Concept by Mark Pollard

RELATIONSHIPS THAT YIELD START WITH LISTENING

IMAGE BY PDavidee FLICKR

CONVERASTIONAL MARKETPLACE

EXPLOSION

IMPLICATION: Listen to and analyse conversations in social media

EMPOWEREDCONSUMERSare motivated and capable to innovate

IMPLICATION: Co-create not just test with empowered consumers

Passive consumersTesting tools

Closed innovation

Active consumersCo-creation tools Open innovation

Yesterday Today

listening

tools

CHANGING ROLE OF RESEARCH

Ask & Answer (One Way)

Behind the mirror

Research as Translator

Listen and Discuss (Two Way)

Co-creation groups (no mirror)

Research as Mediator

Yesterday Today

“What we didn't get was the passion this very loyal small group of consumers have. That wasn't something that came out in the research.”

Neil Campbell, president, Tropicana, North America to The New York Times upon pulling its revamped packaging in February after consumer complaints.

http://www.mediapost.com/publications/?fa=Articles.showArticle&

Listening Tools

Social Media Buzz Monitoring

1. Free Alert Systems

2. Paid Analysis Dashboard

3. Full Service Insights Partners

Source: Organic Interactive

TOOLS AND METHODS: SOCIAL MEDIA MONITORING

http://beta.tiptopbest.com/redir.php?url=http://wiki.kenburbary.com/social-meda-monitoring-wiki

117 Social Media Monitoring Tools

TOOLS AND METHODS: SOCIAL MEDIA MONITORING

opt-in, aggregates statistics, anonymous logs

Embedded Listening

Google streams quant data straight from users

Listening + Participation = Relationships and Loyalty

Brian Solis

“ There are no limits. There are plateaus, but you must not stay there, you must go beyond them. A man must constantly exceed his level.” Bruce Lee

Continuous listening