connected research workshop

1Taking Connected Research Forward© In

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Let’s get connected!


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Web 2.0: new challenges for marketers & market researchers

Introducing ‘Connected Research’

Desk Research ‘Web 2.0’ inspired

Online Discussion Groups & Bulletin Boards

Online 1/1 & Blogs

Research Plug-in’s

Dedicated Communities

Currently in development @ InSites ForwaR&D Lab


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11 mio euro turnover

+2.5 mio panel members in +25 countries

80 employees

Projects in +35 countries

Offices in Belgium and the Netherlands

Yearly growth +40% last 7 years

Since 1997

Full-service

Independent

Working for 40% of best global brands (2008)


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We believe ...in the power of new research methodsfor better marketing decision making

InformationalProviding more depth to research insights

TransformationalDoing things that were previously not possible

AutomationalConducting research more efficiently


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We believe ...in tradition

Traditional methodologies are not deadInnovative solutions still require a strong

backbone


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We believe ...in connected research

Everything we do is aimed at enhancing intimacybetween you, your market and us.

We believe ...in sharing and co-creating

5% of our turnover is invested in R&D10 ESOMAR papers over the last 2 years

Academic links all over the worldNo black boxes

New methods are co-developed with clients


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InSites Consulting





Online 1/1 & Blogs





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OLD MEDIA LOSES

CITIZEN JOURNALISM

WE ARE THE MEDIA


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MAKEBREAK

EVERYONE IS A CRITIC

POWERFUL

CONVERSATIONS


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“Consumers are beginning in a very real sense to own our brands and participate. We need to begin to learn how to let go”A.G. Lafley, CEO & Chairman of P&G


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suppliers

proprietary panelsprices

response rates


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How do WE deal with these trends?


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We complete more(online) surveys

in an ever increasing tempousing the same methods!


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Global Warming of panels


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high quality

dedicated / branded

social media

(n)etnography

...

semantic analyses


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It’s an evolution ...


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But let’s stop barking ...


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panel provider centric

people / participant centric

Consider repositioning from


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Basic market research notions will change!

interviewing?interviewing?data collection?data collection?

representativeness?representativeness?sampling?sampling?

unit of analysis?unit of analysis?qualitative & quantitative?qualitative & quantitative?


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InSites Consulting





Online 1/1 & Blogs





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(Re)connecting companies with their consumers


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CompanyCompany

ConsumerConsumer ConsumerConsumer

ConsumerConsumer

CompanyCompany

ConsumerConsumer ConsumerConsumer

ConsumerConsumer

“Learn from consumers” “Learn from & allow consumer interactions”

a new form of participation research...

Connected Research uses interactive tools to tap into social interactions between people and allows a more equal relation

between researchers and participants.


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S E M A N T I C A N A L Y S I S

T R A D I T I O N A L R E S E A R C H

C O

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T E

D

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E A

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RESEARCH TECHNIQUES RESEARCH PLUG-IN’S

OBSERVATION INTERVIEWING

ONLINE DISCUSSION GROUPS

ONLINE 1/1

BULLETIN BOARDS

BLOGS

USER-CODED OPEN-ENDS

USER-CREATED BRAINSTORMS

POST-ITS

EXIT FORUM

RE

SE

AR

CH

S

OL

UT

ION

S


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InSites Consulting





Online 1/1 & Blogs





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Expertise building as a researcher …

A definition of the category universe as a study subject

The components of a product category

Immersion in technical matters

Learn the vocabulary of the audience

A list of brands and a full company profile

… handy for research design development, topic guide and survey development,

hypotheses generation and results presentation …


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23200 posts


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27% of conversations about brands


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Social Media Tracking on tripadvisor.com


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InSites Consulting





Online 1/1 & Blogs





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Online discussions...Experiences? Doubts? Questions?...?


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300


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Online Discussion Groups

Moderator guide


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Sentence completion

Avator creatio

n

Photo sorting

Associations


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Gestalt

Too dark for drawing attention

No fit with target group:

Nazi-like

Combination with slogan: gay connotation

Slogan

Good fit with audio

Good reflection of car audio power

Car audio product category

No clear association with product category

Does not reflect expected quality from product

Branding

Dynamic because of athletic figure

Relates to all ages (including young)

Only medium classy: nazi connotation

Gestalt

Tattoo is powerful

Racism connotation

Die hard tuning group detects passion but

not convinced

Slogan

No fit with figure

Car tuning is not only loud: insult

Does not reflect mysterious atmosphere

Car audio product category

Only fit without slogan

Tattoo is good link

Branding

Classy: linked to pioneer because of its style & elegance

Also the innovativeness (here visualized as a tattoo) is also named as an important value of Pioneer

This concept has a very human touch


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Top-of-mind fast processing

Cognitive processing

Ad remStimuli based

Fleeting

Social context

TriggeredCognitive

processing

Memory


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Online groups overall generate the same findings as offline groups

Smart & adaptive moderation– Natural style generates less interaction– From “ad rem” scratcing to deep diving

Richer than traditional focus groups

Projective techniques work just like stimuli– Speed, fun, information level ...

Emotions are shared

Less socially desirable and group reasoning– Reasonings less far stretched– Vocabulary can be different


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InSites Consulting





Online 1/1 & Blogs





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Opening-up of participants


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Recruitment around a common interest!


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Moderator / CatalystModerator / Catalyst

A peer Trust

Inspirational Collaborative

Behind the scenes Connecting


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Feedback on the process: – “What happens with my contributions?”

– “Have I really an impact on the future of the brands/products?”

– “What are the learnings based on our insights?”

An inviting incentive program:– What nice incentives do they get in reward for their cooperation?

Intrinsic motivation

Extrinsic motivation

We give them feedback

We give them incentives


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Television Family screen Content with a long duration The Head

PC Individual screen Content with a short duration The Long Tail

Mobile ‘On the go’ screen Content with a very short duration Volatile


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1/ Social barrieres Too individual (eg. on-demand, e-mail,...)

No family experience

No watercooler effect

eg. on-demand with chatfunction • PC?

eg. videogames NO – boardgames YES

Having the feeling that WE are watching this program

Day scheme Not capable to choose for themselves

Recommendations (but privacy)

2/ Technology barrier Too difficult (eg. the olderly)! Still not 100% OK!

3/ Price


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InSites Consulting





Online 1/1 & Blogs





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Session screenshot

The respondent can see the moderator via the webcam

The respondent can see the moderator via the webcam

The moderator can chat with the respondent. A private chat between moderator and clients is also possible

The moderator can chat with the respondent. A private chat between moderator and clients is also possible

The mouse mouvements of the respondent are shown on screen

The mouse mouvements of the respondent are shown on screen

The respondent’s desktop is shown to moderator and clients

The respondent’s desktop is shown to moderator and clients


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Traditional user experience setting

OFFLINE

New user experience setting

ONLINE

Interviewing room:respondent & interviewer

Observation room: clients

Respondent @ home

Interviewer @ InSites office

Clients @ client office


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After the report of the online user experience interviews was completed, it was compared to the report of the traditional user

experience interviews

CONCLUSION?CONCLUSION?


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InSites Consulting





Online 1/1 & Blogs





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InSites Consulting





Online 1/1 & Blogs





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Fully integrated into the questionnaire

No impact on response rates

Possibilty to ask more than one question

Possibilty to target questions towards specific profiles

Answers can be linked to a participant’s profile

Protected

Higher participant satisfaction

Exit Forums


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Likes: 33% no idea

Dislikes: 34% no idea

Likes: 33% no idea

Dislikes: 34% no idea

Panel experience: (Panelsatisfaction study 2006)

• I find open questions annoying: 24%• I find open questions too time

intensive: 32%

Panel experience: (Panelsatisfaction study 2006)

• I find open questions annoying: 24%• I find open questions too time

intensive: 32%

User-coded Open Ends


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1 Creation

3 Propagation

2 Contextualization



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Recognition USP

Targeted USP

Natural USP



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User-created Brainstorms


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Post-its


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Research solutions?


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Explore what is “Talk of the World” today among global opinion leaders

Test and finetune TOW concepts for Heineken among global opinion leaders


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overalloverall

marketing & advertisingmarketing & advertising

charitycharity

Co

rrec

ted

pro

pag

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Sample size

Winners

Concepts

Challengers

High risk

List of point of sales

Cursor = brand logo

Brand ambassador is participating

Back to basics

Post messages

Using song of the brand when opening site

Useful information

Partnerships

Thank you page from brand

No moving images

No commercial objectives

No pop - ups

Mini website from brand

Movies with information

Information on labour conditions

High quality

Give gifts

Images

Magazines

Not too exaggerated

Clear order

Press releases

Price comparisons

Targeted publicity

Social consciousness

Information on origin of product

Presence at search engines

No deception

No publicity

Debating

Support charity

Sponsorship

Providing content

(Mini) publicity

Discounts & promotions

Nice features

Not too pushy

Human interaction

Competition with prizes

Publicity optional

Environment friendliness


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RISK

Will the TOW concept lead to polarized

opinions or will it be stuck in the middle? Will these opions be shared globablly or

locally?

REACH

Will the TOW concept appeal to everybody or to a specific group

of consumers?

TYPE OF TALK

Will the TOW concept create buzz or lead to

word-of-mouth?

SUSTAINABILITY

Is the TOW concept appropriate for an

ongoing story or will it be a one-shot action?

BRAND RELEVANCE

Is the TOW concept in line with the current

positioning of Heineken?

Talk of the WorldTalk of the World

TOPIC OF TALK

Will consumers talk about the experience created by the WOM concept or about the

Heineken brand specifically?


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Heinz brand essence?


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HOMEWORK


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ONLINE DISCUSSION GROUPS


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BULLETIN BOARDS


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"It became apparent to me that doing online groups requires other skills in terms of moderation and other techniques than doing offline groups. Working with

the experts of InSites got me through a steep learning curve".

"Online research is not only doing chat sessions. The whole package of on line desk research, homework

assignments for respondents, chat sessions and the use of bulletin boards in a follow up, make the

difference".

Bert BorggreveConsumer Insight Manager


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InSites Consulting





Online 1/1 & Blogs





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Being ongoing connected...


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AGENCIES CONSUMERS

COMPANY

INFORMATION& INPUT

INSIGHTS & IDEAS

INNOVATION& CONTENT

BETTERBETTERBRANDSBRANDS


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Testing panel method effects – Panel member quality

Response rates between groups

76%72%

64%67%

63%

83%

79%75% 75%

72%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Wave 1 Wave 2 Wave 3 Wave 4 Wave 5

Heinz (completes)Heinz (started)


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Testing conditioning effects – Product ratings A zoom on all key scores of wave 5

Pro

duc

t R

atin

g

1,0

1,5

2,0

2,5

3,0

3,5

4,0

Usefulness Unpriced buying intention Uniqueness Believability Enthusiasm Product

Understanding Appeal

Participated only in wave 5 3,0 2,7 2,8 3,1 2,4 3,1 3,6

Participated in 2 waves 2,7 2,4 2,7 3,0 2,2 3,1 3,4




Wave 5:Cereal

Wave 5:Cereal

Sig. difference (95%)

R2 = .01

R2 = .02

R2 = .01

R2 = .02

Effect size


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.... And most of all, our participants like it!


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InSites Consulting





Online 1/1 & Blogs





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Panel Experience Panel Experience panel scoring model, survey experience, talk 2 change, ...panel scoring model, survey experience, talk 2 change, ...Panel Experience Panel Experience panel scoring model, survey experience, talk 2 change, ...panel scoring model, survey experience, talk 2 change, ...

Semantic Analysis Semantic Analysis online safari, social media audit & tracking, open-ends, ...online safari, social media audit & tracking, open-ends, ...Semantic Analysis Semantic Analysis online safari, social media audit & tracking, open-ends, ...online safari, social media audit & tracking, open-ends, ...

Connected Research Connected Research new plug-in’s, mobile research, fusion platform, ...new plug-in’s, mobile research, fusion platform, ...Connected Research Connected Research new plug-in’s, mobile research, fusion platform, ...new plug-in’s, mobile research, fusion platform, ...


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Thank you!Questions? Let’s talk about it during the lunch!

connected research workshop

Business

ins dedicated

blogs research

tow concept

offline groups

short duration

marketers

chat sessions

questions