netbase 2016 conference 10_27_16
TRANSCRIPT
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Social: The Third Eye of Market Research
October 2016
The Third EyeThe third eye is our ability to see what might be – to see potential
Social, the Third Eye for Market Research
Social can be integrated into market research at every phase
Makes visible the unmediated voice of the consumer
Use
real-time metrics
to identify issues
Use historical data
Leverage its coverage of (almost) every topic and industry
Provides data from all over the world
Social is an underutilized resource
Narrow and deep
• Stronger ties to business objectives
• Customized alignment with other research sources
Broad and less granular
• Monitoring “vanity metrics”
• Macro-level
Different application = different analytic approach
Gain deep qualitative understanding
The MindSight®
MatrixWe’ve identified the nine core motives that drive human behavior. W
HAT
KIN
D O
F C
HAN
GE
WHERE I’M LOOKING FOR CHANGEMy SELF-IMAGE My WORK/PLAY My SOCIAL LIFE
EX
PE
CTA
TIO
NS
EX
PE
RIE
NC
ES
OU
TCO
ME
S
Insecure,
Afraid
Safe,
Confident
SECURITY
Ordinary,
Boring
Unique,
Interesting
IDENTITY
Incompetent
Talented,
Exceptional
MASTERY
Isolated,
Lonely
Accepted,
Belonging
BELONGING
Selfish,
Unloved
Sharing,
Caring
NURTURANCE
Ashamed,
Disrespected
Proud,
Respected
ESTEEM
Trapped,
Frustrated
Freedom,
Power
EMPOWERMENT
Passive,
Indifferent
Involved,
Absorbed
ENGAGEMENT
Defeated,
Pointless
Victorious,
Productive
ACHIEVEMENT
Use customized themes to align with other research
Graphic from MindSight test using NetBase to analyze motives
Why is it so challenging to get deep learning using social analytics?
A lot of unstructured data with tons of noise
Research not clearly defined or too ambitious
Unrealistic expectations
Not enough focus and effort to find the sweet spot of new insight
A knowledgeable, experienced researcher can leverage the power of a social media analytic tool to yield valuable insights.
Educate internal stakeholders
Get ongoing feedback and create success stories to build support
Make social an essentialelement of your market research activities
Social Leads to Randesomic InsightsA fusion of random, awesome and epic