New media have been widely credited with providing a forum for young people to voice their opinions. To understand why the new media are such a powerful draw, we conducted a mixed-method study among youth in seven media markets. The methodology was replicated with little to no adaptation across selected countries. The study employed a suite of research methods from a large-scale national survey to expert interviews, focus groups, and ethnographic observations. While the new media did not turn youth into political activists overnight, they did make them more responsive to the world around them, and in times of crisis, more politically or socially active. The study served as a useful background for 'situating' findings from follow up digital research in selected countries.
The Boston Consulting Group recently conducted various research projects to quantify the value of the internet to consumers generally and for some specific activities. We anchored these studies on the concept of Consumer Surplus, developing a series of experiments to estimate value for internet activities. Creative applications of choice based research techniques were leveraged to evaluate specific behaviors as a way to estimate how much value consumers place on different web functionalities, and ultimately to model the overall value and consumer surplus created for consumers by the internet. Beyond this quantification of the value of the overall consumer surplus, the research conducted in 14 countries also provided new knowledge and insights on today's connected consumers across countries, segments and notably generations.
The Future Foundation presentation, tailored exclusively for ESOMAR, is designed to stimulate debate, inspire ideas and encourage interaction. As well as setting the scene with an overview of the latest events in the world of digital, several new emerging trends will be revealed which are predicted to have an impact on brands, organisations, industries and sectors across the world. The aim is that delegates leave this session enlightened, inspired and armed with the tools needed to understand and tackle the challenges of an ever-evolving digital world.
This presentation reviews how a different form of engagement with the Air Miles Facebook page and their own social media site affects future purchase behaviors. Engagement includes a hierarchy from passively reading content, liking something, and contributing and sharing content. The test compares utilitarian and aspirational prompts. The particular form of engagement of entering a social media contest was also studied. It was found that participation increases mile accumulation behavior over a control group and after controlling for pre- contest behavior. How to estimate return on investment is illustrated. The Facebook test is currently in the field. Explanations for these findings are proposed, and their implications and applications discussed.
Multi-modal surveys with a smartphone option are quickly becoming a necessity for proprietary consumer-facing panels. Mobile presents the opportunity to reach and engage more and better panelists, and the web underpinnings of smartphones allow the addition of mobile to web-based data collection with little incremental cost. The challenge, as with all new data collection techniques, is for researchers to understand and account for the tradeoffs and fundamental differences between the web option and the burgeoning mobile option in delivering accurate results and optimizing the investment in panels.
Every time a consumer makes a product transition, there is an opportunity to either lose or win that consumer. It is crucial to understand the drivers behind consumer product transitions, as these decisions can cumulatively represent millions of dollars in sales. Recently, P&G's Babycare division faced a product transition dilemma. Sales data showed they were losing volume and market size when moms switched diaper sizes. Sales data couldn't provide the reasons for these customer losses during transition. Ultimately, the answers lay in the ground truth of the consumer transition experience. This presentation shows how digital qualitative research enabled P&G to have in the moment access to their consumers and solve a million dollar product transition challenge.
Data from a two-part national survey study will provide insight into how young adult users actually use Pinterest and help marketers determine strategy and teach companies to engage with young adults on Pinterest. The initial paper-and-pencil survey was fielded to a nationally representative sample of young adults ages 16 to 24 in the United States in the spring of 2012 (n=3,743). An online follow-up survey was fielded in the summer of 2012 to eligible responders to the paper survey who indicated social media use (n=1,686). By examining a unique user population slightly younger than the typical Pinterest user (i.e., mixed genders, ages 16-24 vs. females, ages 25-34), companies can leverage findings and create an effective strategy to market to and interact with a younger demographic.
The annual catalogue is IKEA's main communication channel with existing and potential customers globally. This case study demonstrates how the 2013 edition of the catalogue was evaluated through MROCs in five different countries. The presentation gives insights into the key marketing challenge global brands like IKEA are confronted with: how to ensure that global communication efforts stay locally relevant. The paper also shows what's next for MROCs and shares best practices in moving an existing qualitative project online, creating internal buy-in for emerging methods, engaging internal audiences with the results, reactivating a MROC and using a MROC as the backbone while fusing it with other qualitative, quantitative and observational research techniques.
For the past two years MixRank has been building the world's largest database of digital advertisers. By analyzing the websites of more than 500,000 digital advertisers with sophisticated data mining technology developed for this project, amazing insights into cutting-edge research best practices employed by the world's leading marketers can be gained. The enormous volume of data studied permits going beyond case studies to present, for the first time, a truly comprehensive perspective about questions like: Which surprising analytics strategy is used only by the top 3% of marketers? How do major global brands effectively decide which user activity data to capture and how do they separate the signal from the noise? Which measurements are actually correlated with the success of a campaign?
An essential question in innovation is how well the new product will be accepted by the customer once it is launched. Measures are needed to detect opportunities in early innovation stages and to move the right ideas forward in the value chain. FMCG companies particularly need to hit the market within a very short period of time. This research evaluates different key performance indicators with regards to their strengths in predicting the success of a product idea. Subsequently, the best predictor is then taken as the object for a co-creation task to effectively shape and rework ideas early in the innovation process. The method unites qualitative and quantitative methods: consumer's crowd voice (let them talk) and interaction (let them play).
Many brands have entered the realm of social media as part of their marketing strategies. Nevertheless, on many occasions due to mishandling these interactions devolved into conflict which may scale rapidly and turn low intensity situations into crisis events. This presentation analyses conflicts in social media networks, fusing conflict map models with social network analysis such as graph analysis. The research is particularly focused on the Twitter platform, and is illustrated with cases from retail and travel categories. The methodology application can provide insights leading to control and neutralize conflicts in a fast and efficient way, enhancing consumers' rapport and confidence.
Big Data is a hot, but ill-defined, topic in the business world. This presentation examines some characteristics and trends in the solutions that are now available in a relatively data rich environment. Additionally, trends in the availability of data and analytic solutions suggest the potential for a 'value of information' paradigm in the future.