Impact is the name of the game in market research. There are two critical success factors to activate an organisation with the outcome of research: a co-creative platform where employees can interact with the insights and a research method that generates immersive data to feed in this platform. Dannon has set up Consumer Activation Studio, a cross-department collaboration platform where employees are inspired to interact with the research results and turn shopper insights into concrete ideas, stronger brands and future-proof business concepts. Feeding this platform is the âHealthy Minded People communityâ, a tribe of almost 100 shoppers across seven retailers in the US taking part in mobile ethnography, shopper safaris and ideation challenges.
Great companies understand the importance of consumer and market insights. Enhancing capabilities like acquiring new techniques and technology for data collection and analysis are important to build insights and inform product development. Such introspective views could lead us to missing the point: inspiring people. A two-sided evolution is required. On one side, the insights team needs to upgrade capabilities and provide the best insights; on the other side the R&D team needs to engage with the consumer world, be inspired in their daily work and act upon the insights.
Research is becoming increasingly a commodity. We see a trend towards DIY research on the client side. Researchers are no longer in the business of data collection or analysis only. The researcher of the future needs to be an insight generator and inspirer. This presentation challenges common premises via the principle of crowd interpretation where research participants instead of researchers are asked to analyze and interpret research data with the goal of generating better insights. Two case studies in cooperation with the VRT and Heinz illustrate findings.
Stimulated by the rise of social media, 'conversational marketing' techniques have gained tremendous importance - a paradigm shift in the way we think about marketing and marketing communications. The empowered consumer now has the power to market a product or brand partly. Smart companies listen to what people say and take action. Those fans will spread the word about a brand or product with enthusiasm and passion. Unilever, as a FMCG company, has undertaken several initiatives to integrate the concepts of word-of-mouth and word-of-mouse into marketing strategies.
This presentation illustrates how social media content can serve market research and the health care industry by means of a real-life case about epilepsy. A new research paradigm of social media research is developed and outlined. Having scraped over 39,000 unique online conversations, the natural language and sentiment of people towards the disease is demonstrated.
The rise of social media has drastically changed the market research landscape. Blogs, chat, and forums allow us to better connect with customers yet while yielding large amounts of new data with unexploited potential. We have developed a new methodology called social media netnography to address this spontaneous feedback. It allows researchers to make use of these large amounts of information in order to optimize products, get insights into certain target groups, and learn more about online branding. Recently, this technique was applied in cooperation with RTL Nederland to evaluate two television shows: 'So You Think You Can Dance' and 'X Factor'
The goal of this paper is to draw a blueprint for an enhanced and holistic approach on online community research. Both researchers and clients will cede control to participants and make use of new web technologies, in the different phases of the research process. This new approach is very useful in researching consumer habits, practices and consumer needs which is followed by brainstorms with a larger group of participants. This finally results into new insights. Applications lie on the fuzzy front end of product and communication campaign development or product experience testing (e.g. in order to detect possible improvements).
In traditional campaign post-testings only the impact of direct exposure (people actually having seen the creative) is measured. By doing so, all dynamics behind the buzz in terms of word-of-mouth and word of mouse and how this influences consumer dynamics remains unknown. Traditional approaches also neglect the actions people undertake after having viewed a commercial message, while commercials can be found on sites like YouTube and are shared around the world. This study tests Dove's viral movie Evolution and confirms that measuring indirect exposure as well consumer actions undertaken after ad exposure provides advertisers with new and useful insights.