1. 1.
   • Introduction
   • Me, Myself & I ...
   • Nice to meet You !
   • Meet the contemporary consumer
   • Empowered
   • Cosmopolitan
   • Co-Creator
   • Emotional
   • So how to go from here?
   • Lets get Connected:
   • • Surveying
   • • Discussions
   • • Observations
   • Fusion Research
2. 5.
   • Introduction
   • Me, Myself & I ...
   • Nice to meet You !
   • Meet the contemporary consumer
   • Empowered
   • Cosmopolitan
   • Co-Creator
   • Emotional
   • So how to go from here?
   • Lets get Connected:
   • • Surveying
   • • Discussions
   • • Observations
   • Fusion Research
3. 6. Evolution!
4. 7. Context & Multiplicators
5. 8.
   • Introduction
   • Me, Myself & I ...
   • Nice to meet You !
   • Meet the contemporary consumer
   • Empowered
   • Cosmopolitan
   • Co-Creator
   • Emotional
   • So how to go from here?
   • Lets get Connected:
   • • Surveying
   • • Discussions
   • • Observations
   • Fusion Research
6. 10. A world of perfect information
7. 11. Consumers create content themselves
8. 12. social connections participation content generation
9. 13. CITIZEN JOURNALISM
10. 14. MAKE BREAK EVERYONE IS A CRITIC POWERFULCONVERSATIONS
11. 15. We believe todays consumers ... areempowered They have the means to make or break brands on a scale never seen before. They choose what they talk about, not the marketers. Companies cant stop customers from speaking up, and cant stop employees from talking to customers. Their only choice is to start encouraging employees to talk to customers - and empowering them to act on what they hear The Cluetrain Manifesto
12. 16.
    • Introduction
    • Me, Myself & I ...
    • Nice to meet You !
    • Meet the contemporary consumer
    • Empowered
    • Cosmopolitan
    • Co-Creator
    • Emotional
    • So how to go from here?
    • Lets get Connected:
    • • Surveying
    • • Discussions
    • • Observations
    • Fusion Research
13. 21. New consumer behaviour paradigm User enters keyword User processes search results User visits brand site Keyword hunting Category, brand, feature awareness Product (experience) comparison Customer experience How we wish they searched ... the actual search cyclone ... Discovery Discussion Decision
14. 22. We believe todays consumers ... arecosmopolitans Consumers switch between online and offline, they mix media like never before, are always on the go,create their very own cocktail of attitudes and are part of a global social web. Thats why they are more difficult to grasp!
15. 23.
    • Introduction
    • Me, Myself & I ...
    • Nice to meet You !
    • Meet the contemporary consumer
    • Empowered
    • Cosmopolitan
    • Co-Creator
    • Emotional
    • So how to go from here?
    • Lets get Connected:
    • • Surveying
    • • Discussions
    • • Observations
    • Fusion Research
16. 26. Givingfeedback : 66%Co-createproducts/services: 53%Inputfor branding & communication actions: 45%Openess of the consumer to connect with companies (InSites Consultings MC DC 2009)
17. 27.
    • Since launch March 2008:
    • • 3 million unique visitors
    • • 60,000 ideas submitted
    • • 100,000s of comments
    • • 460,000 votes
    • • 2,500 moderator comments
    • (July 2009)
18. 29.
19. 30. We believe todays consumers ... areco-creators The relationship between marketeers & consumers have changed. Without realizing the impact of consumers has increased! 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
20. 31.
    • Introduction
    • Me, Myself & I ...
    • Nice to meet You !
    • Meet the contemporary consumer
    • Empowered
    • Cosmopolitan
    • Co-Creator
    • Emotional
    • So how to go from here?
    • Lets get Connected:
    • • Surveying
    • • Discussions
    • • Observations
    • Fusion Research
21. 37. Top 5 brands of the world according to Interbrand Top 5 brands of the world according to Facebook 3,7 2,6 0,65
22. 38. We believe todays consumers ... areemotional Decisions have always been strongly guided by emotions, today we are more aware of this & tapping into them has become easier. For far too long, emotions have been concealed behind closed doors and ignored in favour of rationality and efficiency Dan Hill, Emotionomics
23. 39.
    • Introduction
    • Me, Myself & I ...
    • Nice to meet You !
    • Meet the contemporary consumer
    • Empowered
    • Cosmopolitan
    • Co-Creator
    • Emotional
    • So how to go from here?
    • Lets get Connected:
    • • Surveying
    • • Discussions
    • • Observations
    • Fusion Research
24. 44. We completemore (online) surveys in an ever increasing tempo using the same methods!
25. 45. The information & the people we need are out there but we havenot adapted our tools
26. 46. Invest in something witha future
27. 47. B r a i n s t o r m
28. 50. HOW CANMARKET RESEARCHMAKE THE MOST OUT OFSOCIAL MEDIATHROUGHOUT THEENTIREMARKETRESEARCH PROCESS ? Market research process = kick-off, methodology, recruitment, data collection,analysis, reporting and consulting Come up with 5 ideas; Use a post-it note; You can explain!
29. 51.
    • Introduction
    • Me, Myself & I ...
    • Nice to meet You !
    • Meet the contemporary consumer
    • Empowered
    • Cosmopolitan
    • Co-Creator
    • Emotional
    • So how to go from here?
    • Lets get Connected:
    • • Surveying
    • • Discussions
    • • Observations
    • Fusion Research
30. 52. panel/research providercentric people /participant centric Consider repositioning from
31. 53. Building a research eco system We need to avoid global warming of panels and install a waste reduction program, respecting the needs of todays participants Empowered Recycle existing info Cosmopolitan Be where they are Co-creator Give back Emotional Connect
32. 54. (Re)connecting companies with theirconsumers
33. 55. Company Consumer Consumer Consumer Company Consumer Consumer Consumer Learn from consumers Learn from & allow consumer interactions a new form of participation research... Connected Researchuses interactivetools to tap intosocial interactionsbetween people and allows a more equalrelationbetween researchers and participants.
34. 56. Using advanced methods Careful selection & fusion to better grasp the new reality Me We Emotion Ratio Me We Synchronous Asynchronous Me We Natural Lab Surveys Discussions Observations Online discussion groups Online 1-to-1 interview Online duo interviews Bulletin board Individual blogs Group blogs User-created brainstorming User-coded open ends Social media netnography Online safari Multi-media ethnography Explicit questions Deprivation Activation Implicit questions Post-it Emotion measurement Secondary company data Daily 2.0 Exit Forum
35. 57.
    • Introduction
    • Me, Myself & I ...
    • Nice to meet You !
    • Meet the contemporary consumer
    • Empowered
    • Cosmopolitan
    • Co-Creator
    • Emotional
    • So how to go from here?
    • Lets get Connected:
    • • Surveying
    • • Discussions
    • • Observations
    • Fusion Research
36. 58.
    • Fully integratedinto the questionnaire
    • No impacton response rates
    • Possibilty to askmore than one question
    • Possibilty totarget questions towards specific profiles
    • Answers can belinked toa participantsprofile
    • Protected
    • Higherparticipant satisfaction
37. 59.
    • • 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%
    User-coded Open Ends
38. 60. Creation Propagation Contextualization User-coded Open Ends 1 3 2
39. 61. Recognition USP Targeted USP Natural USP User-coded Open Ends
40. 62. User-created Brainstorms
41. 63. Post-its
42. 64.
    • Introduction
    • Me, Myself & I ...
    • Nice to meet You !
    • Meet the contemporary consumer
    • Empowered
    • Cosmopolitan
    • Co-Creator
    • Emotional
    • So how to go from here?
    • Lets get Connected:
    • • Surveying
    • • Discussions
    • • Observations
    • Fusion Research
43. 65. Online Discussion Groups
44. 66. 1000
45. 71. Sentence completion Avator creation Photo sorting Associations
46. 73. Top-of-mind fast processing Cognitive processing Ad rem Stimuli based Fleeting Social context Triggered Cognitive processing Memory
47. 74.
    • 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
48. 75. Happy research participants 2,45 3,34 3,38 3,9 4,17 4,21 4,24 4,28 4,38 4,48 4,59 4,59 Did the session change your opinion about CSR? Did you tell everything you wanted to? Amount learned during discussion Personal contribution to discussion Like group dynamic/interaction? Involvement in discussion Find discussion interesting Was moderator listening? Moderator enabled expression? Enjoy research method Did you understand group exercise instructions? Openness in responses Mean Score (out of 5)
49. 76. Automational Informational Transformational The power of text analytics
50. 77. *12online discussions groups*80participants *63countries *50clients watching in real-time * Covered from1central location
51. 78. Focus & stakeholders Supplier 7 Neigborhood 7 Competition 9 Government 12 Shareholders 16 Consumer 100 Environment 50 Employees 43 Society 76
52. 79. responsible company quality product price leadership customer service advertisement value innovation excellence employer fun safe shareholders goal profit friendly honest safe image status personal values comfortable
53. 80. Integrated Cases
54. 81. Explore what is Talk of the World today among global opinion leaders Test and finetune TOW concepts for Heineken among global opinion leaders
55. 82. overall marketing & advertising charity Corrected propagation 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 whenopening site Useful information Partnerships Thank you page from brandNo moving images No commercial objectives No pop - ups Mini website from brand Movies with information Information on labour conditionsHigh 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
56. 83. Heinz brand essence?
57. 84. HOMEWORK
58. 86. ONLINE DISCUSSION GROUPS
59. 87. BULLETIN BOARDS
60. 88. "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 Borggreve Consumer Insight Manager
61. 89. Online 1/1 & Duo Interviews
62. 90. Session screenshot The respondent cansee the moderatorvia thewebcam The moderator canchatwith the respondent. Aprivate chat between moderator and clientsis also possible Themouse mouvementsof the respondent areshown on screen Therespondents desktopis shown to moderator and clients
63. 91. Interviewing room: respondent & interviewer Observation room:clients Respondent@ home Interviewer@ InSites office Clients@ client office Traditional user experience setting OFFLINE New user experience setting ONLINE
64. 92. After the report of theonline user experience interviewswas completed, it wascompared to the report of thetraditional user experience interviews CONCLUSION?
65. 93. Research Communities
66. 94. We are different from our target audience! CONSUMER TWIN SCORE Q : When you compare yourself to the consumers in your target group, to what extent do you see an overlap or a difference between both?
67. 95. Lets join the conversation
68. 97. Research Communities
69. 98. Insights Ideas Innovation Renovation Branding & communication Customer Experiences Consumer Insights
70. 99. Dedicated panel Talk To Change Qual add-ons & mobile
71. 102. Sensing Observe Insighting/ideation Connecting Facilitate Join
72. 104. Getting started
73. 105. The number of Dunbar (1)50
74. 106. Never underestimate the power ofn=1
75. 107. Brand and/or topic identification Recruitment specs Client openness Brand / Topic My identity
76. 110. Experience Meet & greet sessions Story of the project Feedback Incentives
77. 111. Meet & Greet Sensing zone Feedback zone Ideation zone Social Corner Research Community building blocks:
78. 112. Engagement Input Buy in
79. 115. Thestory Equilibrium The methods The results
80. 116.
    • P assionate:
    • • A community moderators loves to interact with people. Loving to engage & Loving to inspire !
    • • Sharing positive energy enables the right emotional mindset.
    • • Being passionate is infectious.
    • O pen:
    • • Openess is all about being honest, and honesty is key to build trust !
    • • People open up if you act like a peer in the community. Being their friend is the number 1 ambition.
    • D edicated:
    • • Communities are built upon feelings, not upon timings...Its a 24/7 passion & lifestyle.
    • • People need to feel your presence,they need to feel youre listening !
    • • Again: Being dedicated is infectious.
    • F orward thinking:
    • • A community moderator is always on top of things
    • • Always aware of what is happening - Always taking care of things
    • • A clear vision on the future path enables you to lead the tribes.
81. 117. Community moderation, being contagious is key...
82. 118. We believe in storytelling
83. 120. Enriched content photo, audio, video, links, embeds,...
84. 122. Give back ! Topic related incentives Charity Feedback & insights
85. 123. Benefits
86. 124. 1 Sensing experience
87. 125. 2 Direct consumer line
88. 126. 3 Unsollicited feedback
89. 127. 4 Consecutive learning
90. 128. 5 Always on
91. 129. 6 Value equation
92. 130. Deliverables
93. 131. Feeling reports
94. 132. Activity sheets Satisfaction scores
95. 133. From results to actions!
96. 134. Cases
97. 135. Chiquita Fruit in a bottle
98. 136.
    • • What happens on apsychological and physical levelwhen 15 heavy fruit/smoothies eaters dont consume their regular amount of fruit/smoothies?
    • • What happens onpsychological and physical levelwith 20 participants who dont often eat fruit/smoothies, when they start eating more?
    DEPRIVATION ACTIVATION
99. 138. Start walking in your customers shoes
100. 139. Dunlop Bytes on speed!
101. 140. De Standaard Reconnecting with youngsters
102. 145. Er bestaat niet zoiets als jongerennieuws Alle jongeren =alle interesses 1
103. 146. Jongeren hebben een drang omcontinu van alles op de hoogte te zijn.Ze willenniets missenen steedsup to datezijn met hetmeest actuelenieuws. Om dat te bereiken stellen ze zich open voor eenmaximaal aantal kanalen 2
104. 148. Ze proberen over allesietste weten, maar het is onmogelijk om over allesveelte weten.Daaromfilterenze uit de grote hoeveelheid oppervlakkig nieuws een aantal zaken waarover zemeer informatiewillen 3
105. 150. Op het moment waarop dekrantgeconsulteerd wordt, is er net enorm veelcompetitie van andere kanalen 4
106. 153. Danone Exploring the world of water
107. 154. Water Challenges atDanone
108. 155. Prelimary research & screeningQuantitative phase Diary research Ethnographic research Community research Screen out Diary research Diary + bulletin board research Yes No No Diary + ethno research Yes Yes No 2 online focus groups
109. 158. ... wake up better ...have a better night of sleepIf I drink water, I will... Brain Mouth Throat Kidney Stomach
110. 159. Future Talking Multi-client community
111. 161. Idea Brewers Multi-country community
112. 162. Heinz Lets talk about the future
113. 164.
     • Introduction
     • Me, Myself & I ...
     • Nice to meet You !
     • Meet the contemporary consumer
     • Empowered
     • Cosmopolitan
     • Co-Creator
     • Emotional
     • So how to go from here?
     • Lets get Connected:
     • • Surveying
     • • Discussions
     • • Observations
     • Fusion Research
114. 165. Observational Research has to change !!!
115. 166. Culture of interviewing Culture of caching We keep asking questions Answers are already there
116. 168. Hawthorne effect Researcher gaze Time & cost intensive Traditional ethnography context Participant R
117. 170. Maintain the research eco system
118. 171. Observational research = Data collection methodwhere research participants arenot activlyinterviewed about the research objective. Instead, we observe what consumers tell us spontaneously throughuser-generated content and cognitive/physiological measure or digital recordings
119. 172. DATA COLLECTIONusing pre-defined research tools, traditional ones or innovative ones ANALYSIS answering questions that were predefinedSURVEY/ TOPIC GUIDE DEVELOPMENT what do we want to ask SAMPLING selection of participants we want to talk to FRAMEWORK DEVELOPMENTwhat do we want to observe? which conversations interest us? SAMPLING selection of sources/situations you want to observe DATA COLLECTIONwith the aid of research blogs or webscraping ANALYSIS Combination of quantitative & qualitative analysis techniques + textmining
120. 174. Partici Participant Traditional observation 00 Client Participant Context Researcher Researcher All-out observation Context Crowd interpretation Involve participant in data collection Involvecrowdandclientin data collection
121. 175. Ethnography Process
122. 176. Ethnography Process
123. 177. Ethnography Process
124. 178. Ethnography Process DIMENSIONALISATION BREAKING INTIMACY BRIDGING OMISSION EMOTAGS ABSTRACTION
125. 179. Ethnography Process
126. 180. Ethnography Process RECOGNITION? REMAINING QUESTIONS? ACTIONABLE?
127. 181. Multimedia Ethnography
128. 183. WEME (Im better) THINK DRINK CHANGE CONSERVATISM REAL WORLD FANTASY WORLD Fashion girl Fashion boy Breezer sluts Jumpers Nerds Geek girls emo Alternative Punk Gothic Rockers Tektonic Skater Hippies Rapper
129. 184. The shopping experiencethrough consumers eyes Different touch points POST-SHOPPING SHOPPING Finding a parking spot Find the products on my list Exploration (new products, social, ...)Scanning Packing up the goods Driving home Putting away the goods Paying Enter the store Waiting at checkout Finding a trolley Finding a coin for a trolley Going to the shop PRE-SHOPPING Making my shopping list Empty bottles?
130. 185. Two types of importance for each touch point Exposure versus impact Parking Trolley Entrance Shopping Check-out Packing 3% 2% 1% 65% 23% 6% 5% 9% 18% 35% 26% 4% Exposure Impact
131. 186. Performanceof each touch point Parking Trolley Entrance Shopping Check-out Packing
132. 187.
     • Price of the products: value for money
     • No mistakes when it comes to price
     • Products are not expired
     • Cleanliness
     • Clear indication of department and product types
     • Intuitive structure of departments
     • Clear prices, promotions and other communication
     • Possibilities to explore
     • Social experience
     • Enjoyable environment
     Shopping for products Functional Intuitive Indulgent 65% time - 35% impact
133. 188. Online Safari
134. 189. The presumed target group? CITYLIFE WORK FAMILY LOVE SPORTS PLAY TECH WORK AUTHENTIC TRENDS STATUS STYLE ONLINE HERITAGE QUALITY SHOP
135. 190. Online safari Universe detection Data collection: scrape the internet
136. 192. SELF DIRECTION HEDONISM INSPIRATION AMBITION
137. 193. Social Media Netnography
138. 194. Social media netnography =research methodologythat makes use of publicly availableuser-generated-contentin order to answer a research question
139. 196. Research questions
140. 198. 7. Datacollection through webscraping technology Nethnography,how ?
141. 199. Deliberatly searching for specific terms of interest Discover hidden links between categories of one person, brands, type of websites Check original verbatims qualitative
142. 204. 23200 posts
143. 205. 27% of conversations about brands
144. 206. Social Media Tracking on tripadvisor.com
145. 207. Longevity Health problems Quality of Life Daily life impact
146. 208. 81.861
147. 209. Buzz volume Sentimeter Hits & winners Opportunities Immediate attention
148. 210. Buzz volume Sentimeter Eating professional Housing Payment Guilt Identity Telephone call Treatment Diagnosis Transport Dog Personal care Law Clothes Active Friends Decision Safety Religion
149. 211. Eating = enjoying life Health problems Appetite decreases Altered taste Chewing Swallowing
150. 212. Their recommendations Our challenges
151. 213. Mind your language
152. 214. Keep it short
153. 215.
     • Introduction
     • Me, Myself & I ...
     • Nice to meet You !
     • Meet the contemporary consumer
     • Empowered
     • Cosmopolitan
     • Co-Creator
     • Emotional
     • So how to go from here?
     • Lets get Connected:
     • • Surveying
     • • Discussions
     • • Observations
     • Fusion Research
154. 216. F USION methods insights skills
155. 217. We need to start all over again
156. 218. We believe ... in connected research Everything we do is aimed at enhancing intimacy between you, your market and us. Yes we will ! Yes we can!
157. 219. Take home What will yu do differently?