Economic models have been changing and we now live in a collaboration economy, where peers are the new keepers of brands, media and content through social computing. In this new landscape, Social Networks have become important and their expansion is changing how people communicate with each other, interact, share ideas, create content and most importantly relate with brands. As a research tool, Twitter works as a natural habitat where consumers express themselves. The assessment of Tweets can deliver important perceptions towards lifestyle, products and brands which can then be converted as important insights for innovation, whether in product development or in communications strategies.
An earlier presentation by the authors at the ESOMAR 2006 Panel Conference identified that a hidden bias exists as a result of respondents belonging to multiple online panels. This presentation provides a remedy to remove this bias when preparing research outputs. The procedure, known as non-parametric modeling using CART, provides an elegant solution to this issue. Other weighting processes are too simplistic to model all possible effects simultaneously.
This presentation takes a look at the possible future of online research by exploring how the co-creative process and online qualitative research methodologies have evolved, becoming ideally placed to have a major contribution to future innovations in brand and product development. To highlight this, the presentation showcases results from a co-creation study looking at the future consumer and specifically the development of the kitchen in the year 2020.
This presentation reviews results from the Global Web Index, a 16-market syndicated study exploring web behaviour and social media usage. The study focuses on the impact of increased involvement in social media on consumer behaviour, attitudes, purchasing and marketing communications. The impact of social media is examined to understand adoption trends and impact, including the motivation to use the web, global trends in social media engagement, usage behaviour inside social networks, blogs, and consumer perception of brands in social media. The results assess the true impact of social media and the increasingly consumer driven web.
This presentation provides an overview of the online community platforms that are being used for product and service innovation. The presentation introduces a new form of online platform: the multi-client market research online community and includes a case study showing how this type of community environment has been used to derive insights from people suffering from serious pulmonary illnesses.
This presentation discusses using mobile interviewing and for what purpose, and when and how to effectively use mobile interviewing for surveys, diaries, and ethnographies, as well as how to choose the best technique for a study. The presentation compares and contrasts available mobile text, web, and voice technologies and show how they are being applied to achieve representative samples. The practical and technological limitations of mobile interviewing will also be discussed. The presentation concludes with a discussion of how mobile interactive voice response (IVR) interviewing can be used to enhance response and representation of online interviewing, based on findings from a recent study conducted by the authors.
Online advertising and marketing is still relatively new, and measuring effectiveness and understanding consumer reactions is correspondingly nascent. The industry (clients and agencies) have accepted that metrics are weak and the self-report feedback is the best we can do. In order to debunk these myths our client-vendor team undertook innovative biometric research in an online environment to understand the engagement and effectiveness of three key online messaging techniques: banner ads, pre-roll video, and integrated messaging in games. The findings were used by the client organization (MTV Networks) to reassess how advertisers and agencies think about online space and their consumers.
This case study describes an online qualitative research project that used innovative study design, interviewing technologies (multimedia interviewing, mobile research), and voice analysis in an effort to refine public policy for the US presidential campaign of Barack Obama.
Innovation Research Communities are an instrument to combine the approaches of user co-creation in new product development with marketing research in an online environment. Users are not only asked about their opinions, wishes and needs but are also invited to contribute their creativity and problem solving skills by generating new product ideas and concepts. Research data is gathered by tracking the product configuration of users and by having the user designs evaluated and enriched by other users. The Innovation Research Community is introduced in a case study of the Swarovski Enlightened Watch Design Contest.
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'
This presentation summarizes research findings on cultural differences across Communispace-run multinational communities, and extends previous research by exploring how members of multinational communities engage in specific research activity types, how online community members choose to frame their interactions when they do engage, and what kinds of language members use to express emotion. Implications for how companies and market researchers can optimize engagement in online communities are discussed.