Download - this is spicer than you think!
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THINK!
THAN SPICER
you
THIS IS
Inspired in “The Purpose of Research”
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RE-SEARCH
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Is market
RESEARCH
this way?
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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?
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- Tim Stock
You‟ll never be a swimmer
if you don‟t get in the pool.
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WHY DO RESEARCH?
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we must harness research to uncover
insigths that will act as catalysts for
transformation
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Good research should empower and
propel the path from desirability to
viability.
MarketerShare
ConsumerRelevance
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…start by collecting stories!
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[quote from a movie]
“we use to read porn,
now it’s IKEA catalogs”
Video: “a „Fight Club‟ movie scene” [click here to watch]
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[WHATS IN YOUR FRIDGE?]…is it consistent with how you portray yourself every day?
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UNCOVER MOTIVES…why did you buy that cereal?
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Social Factor‟s Trends SHAPE the story, motives and behavior.
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“what we
will want”
quantity quality“THE NARRATIVE SHIFT”
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Social Networks are the
“era of transparency”
...how much does this
transparency begin to
distort the reliability of the
data?
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Demographics
OLDNETWORK RESEARCH
NEWNETWORK RESEARCH
Culture
A vs. B Narrative
Historical Data
Testing
Rating Scales
Real-Time Data
Discovery
Natural Language
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Human Data Flowswe TAG the datawe collect!
“between 2007 and 2008 FLICKR grew from 600 to 1200 million images”
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We align
ourselves with
cultures that
share similar
„data feeds‟:…“I Love Chocolates!”
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Modalities of Research
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LISTENING FOR PATTERNS
LISTEN
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, “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”,
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…as an ethnographic
tool, twitter offer flows
of language and ideas!
LISTEN
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LISTEN
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OBSERVE
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OBSERVEWhat activities should be
uniform in order to be
more likely unique to an
individual?
data patterns
become easier
to see as stories
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…what makes us humans (?!)
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What BRANDS do
you interact with
throughout the day?
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OBSERVE
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OBSERVE
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ASK CONSUMER INTERCEPTS
works well in catching
people in context and
of guard.
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IN-DEPTH INTERVIEWS
help us bring dimension to
the stories and uncover
hidden elements.
ASK
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FOCUS GROUPS
‘unleash’ key perceptions
and attitudes.
ASK
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(Burger) WHOPPER
eat awould you
How