The following presentation shows how L'Oréal Spain evolved from a classic social listening practice, based on text interpretation, to image-based analytics by developing AI existing algorithms with machine-learning techniques. Discovering how fast the evolution has been in an environment where text is obsolete and image is king, forced us to push our technological boundaries to better understand the key agents in the beauty social ecosystem: influencers, brands and of course, our consumers. In addition, we have learned how the relevant insights that were detected helped L'Oréal Spain to be closer to our customers, learn from them and communicate in the most meaningful manner in order to maintain our leadership as the number 1 beauty player in the market.
The following report shows how L'Oréal Spain evolved from a classic social listening practice, based on text interpretation, to image-based analytics by developing AI existing algorithms with machine-learning techniques. Discovering how fast the evolution has been in an environment where text is obsolete and image is king, forced us to push our technological boundaries to better understand the key agents in the beauty social ecosystem: influencers, brands and of course, our consumers. In addition, we have learned how the relevant insights that were detected helped L'Oréal Spain to be closer to our customers, learn from them and communicate in the most meaningful manner in order to maintain our leadership as the number 1 beauty player in the market.
In this research we focused on conversion which is the most immediate KPI: Does a sponsored vid edited by an influencer, engender more traffic (more impression) on the (sponsoring) brand website? Does it have an impact (immediate or not) on the shopping behaviour of the audience? Do influencers increase the impression rate? This is the main and simple question we wanted to address in this research.
In this research we focused on conversion which is the most immediate KPI: Does a sponsored vid edited by an influencer, engender more traffic (more impression) on the (sponsoring) brand website? Does it have an impact (immediate or not) on the shopping behaviour of the audience? Do influencers increase the impression rate? This is the main and simple question we wanted to address in this research.
We have long known that to succeed in social media as an influencer of tastes and opinions, it is important to not only have a strong and differentiated personal brand; influencers today must also consistently share content that connect deeply with their audiences, and successfully doing this presupposes a good grasp of the values and motivators of their fan base. Running with this idea, we wanted to test if the inverse could also be true - could understanding the success of influencers clue us in on the way a sizeable segment of society thinks, what they value, what they are interested in, and what excites them enough to merit social media activity?
We have long known that to succeed in social media as an influencer of tastes and opinions, it is important to not only have a strong and differentiated personal brand; influencers today must also consistently share content that connect deeply with their audiences, and successfully doing this presupposes a good grasp of the values and motivators of their fan base. Running with this idea, we wanted to test if the inverse could also be true - could understanding the success of influencers clue us in on the way a sizeable segment of society thinks, what they value, what they are interested in, and what excites them enough to merit social media activity?
Snapchat, Instagram, Pokemon Go, Uber and Venmo are just few of the app brand launches of the past five years that have gobe on to become household names. Using the wide range of connected data at its disposal, YouGov set out to understand the most significant factors driving adoption of successful mobile apps in the US, and identify the apps with the highest propensity to take off in 2018. We belive that the apps with the greatest likelihood to "fly" in 2018 are Moviepass, Wish, and NewsRepublic. This paper outlines the research methods, rationale and insights that led to this conclusion.
In this paper we deep dive into this continuous research cycle and its methodology using a specific target group as an example: The Tumblr-Generation. This young creative vanguard is arguably the most influential target group at the moment. Our paper sheds light on just how influential they are. We will illustrate how the discourse, the tone of voice and the general way of ongoing about things amongst this group can serve as a major source of inspiration with regard to gathering insights and reinventing qualitative research.
Superpromoter research studies the flow of enthusiasm. It asks: who are the company's most enthusiastic customers, how do they spread their enthusiasm (recommending, talking, copying, social media) and how do they influence their peers? These subjects are very rarely studied in science nor in market research.This presentation will explain the theory and will present two different cases, including one conducted for Philips in India and one for Microsoft in the Netherlands. The presentation will also share how these companies implemented the results in marketing and new product introductions. The research motivated a mind shift in these companies from thinking in problems to thinking as enthusiasm-inspiring rockstars.
Superpromoters are clients who share their enthusiasm about particular products, brands and companies and influence other people by doing so. The theory urges companies to focus more on the enthusiasm of these customers. In 2011, Blauw conducted a research programme for Philips and helped them create a support plan for their superpromoters in India. The presentation reviews both experiences.