The mobile research 'revolution' is not near. It's here. And given the extreme pace of technology, and its effect on consumers and thus on research, ignoring it is a risky prospect, particularly for suppliers who will need to invest in technology and partnerships ahead of the inevitable avalanche of requests for mobile research. This presentation examines the primary perceived benefit: speed. In addition, various applications are investigated, including geolocation, cross-platform applications and tablet usability.
Discourse Analysis is a relatively modern field, with most of the breakthroughs and developments occurring in the latter half of the 20th century. Discourse Analysis is not a single method or a single approach to language, rather it is a family of approaches, usually called traditions. This paper starts by providing a quick overview of Discourse Analysis and some of its key ideas before going on to explore how Discourse Analysis can be utilized by researchers wishing to work with the discourse of social media.
This paper addresses the role of games in market research.It provides a working definition of what a game is and why the role currently assigned to games by market research misses the broader opportunity that they offer. Research games can be used to get us closer to real-life mindsets. Market research can learn from game designers and how we might create great games and research experiences that can be enormously beneficial to clients seeking to understand and predict behaviour.
Researchers are trained to take 'pre' and 'post' measurements. Mobile apps now enable us to measure 'the moment' as well. During the British Royal Wedding, respondents shared these moments with Ipsos and Sky News. This paper describes how traditional opinion polling, online social listening and mobile applications can be combined to gain a 360 degree view of people's experiences. It shows how smartphones - and consumers' love of sharing what they are doing present new possibilities for researchers.
Changes in consumer values after a major event have been assessed by traditional polls, but these traditional polls are significantly limited to be applied retroactively. The authors carried out a survey on 'value' changes caused by the March 2011earthquake in Japan, using a social media research method and blog articles posted in the past three-years. The analysis indicated a change in values among the Japanese such as an increase in simple and modest consumption. From this research the authors clarified possibilities and limits of Social Media Research.
This paper teaches how to generate the social media research results you desire regardless of what the true results are. It will show how to gather social media data from the internet using inappropriate sampling methods and how to select the wrong pieces of data and code it incorrectly. The topics of sampling, weighting, data quality, sentiment analysis, and text analysis are highlighted to highlight the full range of options for mistreating data. The ultimate goal will be to create set of data that reflects your predispositions towards a topic as opposed to reality.
The research of eight distinct Netnography projects in the field of Fast Moving Consumer Goods and in-depth interviews with employees reveals a multi-faceted attitude towards need information(consumers' wishes, expectations, etc.) and solution information(ideas and solutions shared by consumers). The authors also shed light on project ownership, in which stage of the innovation process Netnography can generate value, and the reaction of other departments not directly involved. The findings provide insights into key success factors when conducting Netnography research and hints for other explorative, consumer-orientated approaches.
This paper details research findings on bringing news videos and articles into social conversation and the effect on engagement when online content is an extension of personal interactions.In previous research, Inner scope Research found participant conversations creating higher levels of emotional response than the content itself. CNN expected that stories shared through social media would experience a lift similar to that created in recent usability and redesign work. The study results, however, place the impact of social media in a fundamentally different category with extremes of lift in both the influencer and their friend network.
Consumers in BRIC markets account for nearly one-third of the world's online population and experiment with social media more broadly than other consumers. Market researchers hoping to use the Internet to attract, involve, and learn from these consumers need to provide settings and formats that maximize engagement. In this multinational study, we describe differences in engagement, conversation topic, and quality of contribution by country and explore those conditions that lead to the greatest vibrancy and quality. We also identify best practices for recruiting and engaging online community members, implications for generating actionable insight, and specific 'to-do's' and case examples.
This paper takes a quantitative approach to investigating the role of how the various interfaces available to us (Traditional, Flash and Gamification) resonate with online panellists. Most importantly, it explores the 'Buyer Beware' learning around 'when' and 'how' there are differences which must be taken into account. Demonstrating an ability to take a 'methodologically-agnostic' position and to highlight key learning that can advance industry dialogue, this paper will provide you with a true awareness of the implications for the future of market research online design.
Facial Imaging is sophisticated software driven technology that makes possible the automated recognition of emotional response to marketing stimuli. The paper shows both the richness of results derived from such studies and the potential in terms of integration with conventional online research. Scalable access to direct measurement of emotional response and the ability to confront many of survey research's current challenges in terms of both accuracy and logistical issues is possible. This method can help researchers reinvent their approach to developing emotional insights into brands, advertising and products and in the process reinvigorate client's interest and faith in online surveys.
This paper explores the feminine side of the online Eve-olution, employing data from sources including the TNS Digital Life and Mobile Life reports on digital and mobile consumer behaviors and attitudes and Yahoo!'s Connectonomics study of the way women digitally connect with content, functionality and people. Eve-olution helps professionals better understand gender differences in web behavior as well as the unique psychological need states that determine online usage patterns, and how this relates to stimulus receptivity across various online scenarios.