Transcript
Page 1: ESOMAR APAC April 2010

Will Twitter change the way that market researchers communicate?

Amber Coulter – The Research AgencyAngela Gao – Survey Sampling International

Bill Zuo – Survey Sampling InternationalDaniel Alexander-Head – Colmar Brunton

Julia Bode – The Research AgencyPrashant Hari – Colmar BruntonRay Poynter – The Future Place

Shizue Vieira – Fem MarketinghouseSue York – The Future Place

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Initially PresentedESOMAR APAC

Kuala Lumpur – 27 April 2010

Angela Ray Shizue

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Plan of Action

Background to Twitter

ContrastsTwitter in ChinaTwitter in Japan

The Tweetference so far

Interactive session

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Background to TwitterLaunched in 2006

Alexa.com ranks Twitter at 11

140 character ‘Tweets’

TermsReTweetHashtagsTwitter WallFollowing ≠ Followers

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China

• Twitter not available in China• But micro blogging is used

2 pioneers in 2007-Fanfou (the 1st launched May 2007)-Taotao (QQ launched it August 2007)Flourishing in 2009-Digu -Sina Weibo

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Typical China micro bloggingTao tao micro blogging

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ChinaSina micro blogging http://t.sina.com.cn/

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Conclusions - China

• Key drivers of micro blogging- Ease of use, including seamless links

to popular chat services- Mobile connections, especially via

smart phones- Buzz marketing- Relationship circle effect

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Japan - Overview• Twitter came to Japan in 2008• April 2009, 520K users

– August 2009 2 million users→2010 5 million users

• 95% Twitter users access by mobile phone– Charge for certain contents on Twitter

• Company communication Tool– Mr Song of Softbank uses Twitter to communicate

with his 20K employees

• More info with 140 characters limit post– Ocean→ 海

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Japan – Advertisements

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Japan – Advertisements

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Japan – Advertisements

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Conclusion - Japan

• Long term users and Twitter’s future in Japan– TV show– 10 million users by end of this year

– Japanese Twitter book, Masato Kogure

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Tweetference

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3 Questions

#qstn1 Which country would you most like to visit in 2011?

#qstn2 What is your favourite drink?

#qstn3 How would you define market research in 140 characters?

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Interaction Time!Live Feedback

#Raypoynter doing a good job educating us about how to use twitter for research #esoa7:17 PM Apr 26th via UberTwitter

At ESOMAR APAC listening to a session on Twitter in MR by @Raypoynter #esoa7:29 PM Apr 26th via web

@RayPoynter Thanks Ray! Just trying to get an idea of what it's like for those physically there... #esoa #ESOMAR #MR6:13 PM Apr 26th via TweetDeck in reply to RayPoynter

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#qstn1 – Where want to visit next?

Diverse views 33 responses USA 4, Thailand 2, China 2, Canada 2 Did seeing other responses make them more

diverse?

Free format responses “England with the kids. Greece with the wife”

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#qstn2 Favourite Drink

Alcoholic or Not? 32 responses 14 non-alcoholic 13 alcoholic 3 listed 1 soft & 1 alcoholic 2 said task was impossible

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#qstn3 What is market research?

Constructionist“Market Research is a way of gaining a glimpse of the lived reality of consumers”

Post-positivist“Scientific approach to consumer insight”

Consumer“Any technique that involves the consumer (directly or indirectly) in the process of market understanding, planning or evaluation”

Business“Beyond insights - participation in decision making and taking full responsibility if decision goes wrong”

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So?

Twitter is helping create a two-speed industry

Connected researchers, who can leverage crowdsourcing and who tend to hear things first

Others

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Thank You

Amber CoulterAngela Gao

Bill ZuoDaniel Alexander-Head

Julia BodePrashant HariRay PoynterShizue Vieira

Sue York


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