using social media as voice of consumer to derive insights to enable actions

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Using social media as the voice of the consumer to derive insights to enable actionsconsumer to derive insights to enable actions

Debjani Deb

Market Research & Insights in Action, New York

11EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPowerWednesday, April 13, 2011 Listen. Learn. EmPower

Debjani DebManaging Partner

Agenda for Today

Social Media an alternative to primary

research

1 Possible applications of Social Media led

research32

3Conclusion and Discussions

22EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower

Historically, Market Research Involves Collecting, Analyzing & Generating Insights from Qualitative & Quantitative Data

Depth Interviews

Paired DepthsPaired Depths

Triads

Mini-Groups

Face-to-Face Interviews

Telephone Interview

Focus Groups

Observation

Workshops

Omnibus Survey

Online Survey

Postal and Self-Completion SurveyCompletion Survey

Time Consuming Expensive$


Of Late, Social Media has Emerged as a Rich Repository of Spontaneous User Sentiments on Category and Brands

66% 14% 31%21%

Of online Americans now

use social media

14% either publish a blog/ web page or

upload video/ audio

21% post ratings or comments in online forums

31% post updates social

networking sitesuse social media upload video/ audio online forums networking sites

Travel Apparels Personal Care Food/Beverages Groceries

HOW MANY TURN TO SOCIAL MEDIA WHEN MAKING PURCHASES

28% 26% 18% 26% 17%

Travel Apparels Personal Care Food/Beverages Groceries


Sources: www.sanfranciscosentinel.com, www.blogs.forrester.com, Knowledge Networks – May 2010

Social media listening isn't only replacing some survey research but also making it harder to do by changing consumer behavior and

expectations.

"The more people see two-way engagement and being able to interact with people all over the world, I think the less they want to be involved in

structured research " she said "If I have something to say to that companystructured research, she said. If I have something to say to that company now, there are lots of ways to say it.“

"But we need to get away from the notion that being representative ofBut we need to get away from the notion that being representative of something is the only way to learn," she said. "I still hear people say, 'That

social-media thing, that's not really going to pan out.' We will learn enormously whether [social-media samples are] representative or not." y [ p ] p

Joan LewisGlobal Consumer and Market Knowledge Officer P&G


Global Consumer and Market Knowledge Officer, P&G

55 5EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower

Source: Will Social Media Replace Surveys as a Research Tool? Biggest Research Buyer P&G Says It Wants Less Methodology Dogma, More Projections. By Jack Neff

Market is Moving from a Pure Tool Based Listening To Insight Generation

Tool Generated Listening

Closed Community

Garbage in –garbage out

Like a focus group, the first

Listening

Understands content but not Context

stop for online researchTriggered instead of being True Insights from spontaneous

Research Benefits

gWorld at Large

22

Going to where the DISCUSSION isNOT biasing by asking the question

11


q

So How Can we Unlock the Social Media Potential – A Two Fold Approach

BYTES + BRAINS

Aggregate at Large

Harness Online

Identify InfluencersOnline

OpinionInfluencers

11 22

Aggregation of Universe

Understanding Opinion Leaders

Insights


How Does One Aggregate at Large?

Aggregation of unqualified chatter using

Stage -1Stage -1

Aggregation of unqualified chatter using tools

Stage -2Stage -2

Filter by using semantic rules as such as proximity, NLP or sentiments etc.

Stage -3Stage -3

Filter by using stratified random sampling for sub-populations that vary considerably

Stage -4Stage -4

Analysts led tagging for themes, tonality, demographic profile etc.


Analysis Analysis

Patterns and Perception Key to Bringing Structure to the Unstructured

EmPower uses pattern recognition tool for

iterative search string refinement and

human/analyst analysis for theme identification

Pattern Recognition

Perception Identification

for theme identification

Topics of discussionTopics of discussion around Brand /

Category / Stakeholders

Sub topics within Brand / Category /

StakeholdersPattern

recognition tool

Pattern recognition

tool

Human analysisHuman analysis

Perception or themes : What is in the consumer’s mind

share for Brand / Category


share for Brand / Category

Social Media Led Research can be Leveraged to Derive Variety of Insights

C11 Consumer Insights

Category Insights

33g

Brand 22Insights

2


Social Media Application for Consumer Insights

Consumer Segmentation

Mom’s Index

Communities of interest

21 3How can we track

How can we profile

consumer segmentsWhich communities

purchase intention of

target consumers?

consumer segments

basis behavior,

interest and attitude?

are target consumers

associating with?


A Case in Point for Consideration: Mom’s Index

For a particular Share of VoiceShare of Voice

5050

cereal brand, it was found that

while moms had high share of 10

20

30

40

10

20

30

40

high share of voice, it did not result in actual purchase intent

i t A t l P h I t ti (MPI I d )A t l P h I t ti (MPI I d )

0

10

Brand A Brand B Brand C Brand D Brand E

0

10

Brand A Brand B Brand C Brand D Brand E

owing to nutritional concerns.

This input helped

Actual Purchase Intention (MPI Index)Actual Purchase Intention (MPI Index)

40

50

60

40

50

60

p pthe brand redesign its communication

strategy.0

10

20

30

0

10

20

30


Brand A Brand B Brand C Brand D Brand EBrand A Brand B Brand C Brand D Brand E

A Case in Point for Consideration: Consumer Segmentation

Safety Mom:always on the lookout for issues on healthy eating and prevention

Customer segmentation for

GenY Moms based on

Yummy Mummy:Highly emphasized on the dietary and the nutritional aspects of the

Ever Connected Mom:Mothers who were always updated with

of diseases

based on behavior,

interests and attitude revealed

foody

modern technology

Coach Mom:Teach their kids good manners and leading a

DIY Mom:Moms prefer doing things themselves for

8 broad segments.

This input can be used to design

disciplined life at a early age

Sponge Mom:Put their own needs aside at times for the

Green Mom:Identified to be environment conscious

their kids

used to design targeted

campaigns.

aside at times for the welfare of their kids

Economy Mom:Product Bundling, Discounts, Deals, Coupons attracted E M th

environment-conscious and prefer more natural / organic products


Economy Mothers

A Case in Point for Consideration: Communities

Key Interest Areas of Target Audience

Perception towards Brand

A global leader in the beverage industry used Sports

Movies

Music

Sports

Movies

Music Healthier

social media to identify top

interest areas of target segment

0 20 40 60 80 100

Reading

Technology

0 20 40 60 80 100

Reading

Technology

Tastiertarget segment

and online communities

where the t t t

Communities Inbound Links Outbound Links Visitors

Online Communities

target segment engaged around interest areas

Yahoo!Music 119825 NA 7.4M

Allmusic 11603 NA 391K

Mix pod 9449 45 N/A


Social Media Application for Brand Insights

1Brand KPI Tracking

2Event Analysis

3Hypothesis Testing

4

Negativity Alerts

1 2 3 4How is brand awareness, perception,

sentiments and

What is the impact of event on various

stakeholders?

How can various hypothesis be

tested in a short

How to Manage emerging crisis and evolving negativity?consideration

evolving?

stakeholders? time? evolving negativity?


A Case in Point for Consideration: Brand KPI Analysis

Increase in Awareness Sentiment

The Greenpeace movement

against Leading Ch l t B d

Negative Chocolate Brand created a lot of interest for the

brand.

Sentiment

Interestingly, many more first time customers

Week 1 Week 2 Week 3 Week 4

Loyalist First timers

time customers bought the brand.

Switchers


A Case in Point for Consideration: Event Analysis

Hi

The launch of Gilenya, the first

drug in its t l t it

Competition DrugCompetition Drugar

enes

scategory, lost its sheen owing to

negative chatter on its price.

GilenyaGilenya

Aw

ap

This garnered salience for a

competitor with a yy

Lo

competitor with a drug in the pipeline.


Sentiments-Ve +Ve

A Case in Point for Consideration: Hypothesis Testing

H Favorability softened because of launches targeted

A major sportswear and

equipment brand

H0y g

towards children by competitor

uses Social Media to augment its

primary research.ab

ility

Launch of new range of children shoes

This helps them validate

hypothesis on fl t ti i

Favo

ra

fluctuations in brand performance

indicators. Time


A Case in Point for Consideration: Negativity Alerts

Pre-defined Threshold Pre-defined Threshold Actual NegativityActual Negativity

00 0002 %

One of the world’s largest food and

nutrition 00-00027% 58%companies is using

Social Media to generate

negativity alerts Impact on Corporate Reputation IndexImpact on Corporate Reputation Index

negativity alerts which track online conversations that

may impact its NegativityThresholdNegativityThresholdcorporate image

and dilute equity.

Threshold Threshold

Negativity Index


Negativity Index

Reputation Index

Social Media Application for Category Insights

Innovation Category

2Innovation

1

Category Exploration

21How can opportunity

landscapes be fortified?

What are possible new opportunities and landscapes be fortified? adjacencies?


A Case in Point for Consideration: Category Exploration

EnvironmentalEnvironmentalBeautyBeauty

Green

One of the world’s largest

consumer goods d

SpiritualSpiritual

EcosystemMoisturizing

Glowing Skin

Nature

Spa

company used social media to understand the

various HygieneHygiene

Exfoliate

Cleansing Hands

Security

Manicure

MeditationRegular Shower

associations of health and wellness to

identify white

Cholera

HygieneHygiene

Chinese

Security

H1N1

identify white spaces in the

category. Vaccination OTC drugs

Naturopathy Energy Drinks

Chinese Medicines


HealthcareHealthcare

A Case in Point for Consideration: Innovation

th Water Olive Oil

For a large consumer products g

ori

es

He

alt

s

Water Olive Oil

Fruits & Vegetables

Beauty Drinksproducts

company, social media produced opportunities,

f th i d f are

Ca

teg

Co

sm

eti

c

Fruit Spasfrom the mind of the consumer, at the juncture of

two proven Sk

in C

aCF

un

Fruit Spas

Collagen based p

categoriesE a t i n g / F o o d C a t e g o r i e s

S u s t e n a n c e I n d u l g e n c e H e a l t h

Marshmallows


A Recap of Social Media Applications

Consumer Consumer Insights

– Mom’s IndexC S t ti Brand – Consumer Segmentation

– Communities of interest

– Brand KPI TrackingEvent Analysis

Brand Insights

Category Insights

– Event Analysis – Hypothesis Testing– Negativity Alerts

– Category Exploration– Innovation


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Disclaimer: The data presented in this presentation is collectedfrom publically available resources. EmPower Research doesn’ttake any responsibility on the authenticity of the data disclosedin this presentation and outcomes of decisions taken based onsuch data by the recipient of this presentation.


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