This paper examines a very current and widely discussed topic within the market research industry where there are strongly held opinions and an on-going debate. A comparison of an existing online community and online research panel within the same company is discussed in detail, in addition to a case study where the same questions were run simultaneously on this existing community and research panel. A suggested framework for companies considering these alternatives has also been provided.
It is fair to describe the World Wide Web as a huge pool of experiences and ideas that millions of ordinary people spontaneously share with peers in their quests for answers to their real-life questions. This paper describes a structured process to sample and analyze Web 2.0 conversations, using the 'Cost of Mobility'. This method seeks to identify the users behind the screen, and to connect virtual-world discourse to real consumers living in the physical world, in order to objectively measure this material.
Based on a real-life case study, this paper demonstrates an approach combining online research with several other data sources to address a client business issue. The frame includes an online survey, qualitative research, retail panel data and consumer panel data to deliver strategic brand management consultancy. It evaluates how consumers make decisions and their brand equity and shopping style within market category dynamics to provide a holistic solution to growth opportunities. As the findings have already been implemented, the impact of recommendations from this approach will be assessed.
Research panels are under pressure: response rates are in decline. By using methods like 'social media netnography' researchers can dig into an online source of textual and visual information to answer research questions, and get answers for unasked questions. Unfortunately, not all questions can be answered by observing online conversations. An authentic, interactive and engaging way to connect with contemporary consumers are 'research communities' participants brought together on an asynchronous discussion platform around a research topic of the group's common interest. The fusion between listening into conversations on natural communities and asking questions on research communities will be illustrated by a study conducted with DANONE (Nutricia) Global R&D.
A working definition of online co-creation is proposed, and a framework to map the emerging landscape of the discipline itself is provided in this paper. Two distinct types of online co-creation are established based on the degree of 'participant empowerment' they facilitate. Two case studies highlight the direct implications for practitioners when implementing either of the two types. The paper is based on the experience of having set-up and curated more than 25 online co-creation communities in the last three years.
It is difficult, if not impossible, to determine the representative qualities of online data. The probabilistic models that once underpinned our research are re-visited. This paper takes a hard look at the use of behavioral profiling of respondents to augment the old and create new representative sampling frames. We are at a crossroad; either we ground our research with proper theory or we lose to those who claim to read the wisdom of crowds.
This paper should be seen as online 'action research' seeking to understand the impact of an intervention on an individualist rather than a macro policy level. This research turned participants into action researchers, enabling relevant and self-reflective storytelling without defined methodological boundaries. The subject matter of this research has universal appeal and interest, illustrating one government's work to evaluate and improve on a climate change intervention. Reflections will also be made about the combined methodology and the iterative process that informed improvements to the case study methodology.
The paper looks at literature on how people interpret negative publicity and uses a wide ranging review of the latest psychological and cognitive research to put findings into the context of the human mind. Primary research was conducted to investigate a contemporary case study of how negative publicity plays out in the online environment for a real brand (a new restaurant in Cape Town's internationally renowned culinary scene). The researchers find that the patterns of online behaviour corresponds with what literature predicts, providing firm support for the research reviewed and synthesised within this paper.
This paper presents the results of a study done for the Axe brand and its TV series 'City Hunters' its aim was to understand if the brand was promoting its values among its target. This work shows that the Online Focus Group methodology is apt for developing innovative spaces, interaction, and it is especially useful for studies covering unconventional topics. In addition, it offers a high level of flexibility for segments difficult to recruit in face to face sessions.
Mobile Internet access, a fast-growing alternative to Internet access on desktop or laptop computers, is highlighted in this study involving on-site mobile data collection. Participants were required to upload a photo of their location, requiring technical aptitude and ability that is currently not ubiquitous. However, the photos alongside survey data takes us closer to fully examining a purchase and consumption experience without interviewer intrusion. The data collected provided insight into differences in coffee consumption across different countries and cultures, but more importantly shed light on research considerations for location-based research on mobile devices. A list of best practices to assist with this endeavour have been compiled.
This paper gives insight into B2B-specific business requirements and how the application of innovative, consumer-centric research methods like Netnography can be applied to strengthen the competitive situation of strategic suppliers within the B2B2C eco system of the food market. This paper demonstrates how listening to social media with Netnography has generated real competitive advantages. Insights and inspiration for the successful use and implementation of social media research for B2B companies are also provided. Two food case studies on natural and healthy nutrition as well as on the next generation of citrus beverages demonstrate the application of Netnography.
Observing the evolution of the mobile market, this paper explores ways of leveraging smartphones to perform innovative social and market research through mobile in developing countries. Based on surveys conducted on the iPhone in India, Mexico and Turkey, we see that while mobile Internet is gaining traction, the most innovative devices are overdispersed in the population and are mainly used in specific social groups.