The main goal of this presentation is to open a discussion around internet research (quali & quanti and panels), whether the offline audience is still different vs online, and whether you need to check the online results with ethnography.
The flood of photos on social media is overwhelming. Every single day, Facebook users upload an average of 351 million images. These snapshots not only provide insights into the users' lives, but also reflects their attitudes and experiences with brands. This rich knowledge source has been inaccessible to market research to date, since existing social media tools consider only text.In this paper, we demonstrate the meaning of brand-related social media photos for marketing, present a system which is able to recognise pictorial content and to derive key figures for awareness, popularity and usage of brands, and prove within a case study that the system's output is in line with the results from social media text mining and surveys.
This paper highlights how this change in the research environment has created a greater need than ever to consider relevant context throughout the research process- from project planning right trough to analysis and reporting. It argues that common 'traditional' market research practice evolved as much to bring convenience as it has to bring ever better answers to client briefs. The benefit of this approach are well illustrated by the case study that forms the basis of this paper where new fibre optic technology from BT was allows to positioning itself in the lives of UK internet users.
With increasing access to high tech 'smart phones' by consumers from the developing world, qualitative research need no longer stay within the rigid confines of twentieth century definitions of in-group homogeneity, focus group interviews, in depth interviews, or even physically present ethnography. Using the example of water, this paper explores the potential of harnessing our end-consumer family members' ability to use available technology, and presents a live hands-on picture of behaviour and innovations.
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.
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.
After a period of rapid growth online research has entered a period where concerns about data quality have led to widespread questioning of its validity. As a consequence, clients increasingly seek assurances that the results we produce with online studies are reliable enough to use as the basis for important business decisions. This paper considers panel data quality issue from the client's perspective and suggests a limited set of issues for clients to consider as part of a fit-for-purpose test for online. These extend beyond the usual concerns about panel recruitment and management practices. They include the interplay between the research topic and Internet penetration, the potential for mode effects, and the evaluation of online results in the broader context of other sources of industry, business, and marketing information.
Nearly one decade into the 21st century, we have witnessed a seismic shift in how consumers gain access to and leverage information and each other. While the digital impact has been felt across many industries and sectors, one of the most profoundly impacted has been the global retailing industry. The nature of this impact is central to this paper and subsequent presentation. To be clear, this paper is not focussed (at least, not entirely) on how on-line retailing is growing and will continue to grow. In simple point of fact, even if current estimates for on-line retailing growth are conservative, it will reach about 10% of retail sales in key lead markets by the end of the decade. Furthermore, this growth is usually focussed on non-perishable products, services and media-related products. This is not to trivialise the importance of on-line retailing in any way, as it has been significant,transforming a number of industries rather quickly (music being the most notable perhaps).
Most conversations and presentations about Web 2.0 have focused on Western examples, typically from the United States and Europe. Companies such as P&G, Lego, Albert Heijn, and Unilever tend to get most of the press, along with US-originated services such as Wikipedia, eBay, YouTube, FaceBook, and MySpace.However, this Western focus on Web 2.0 ignores the fact that the largest global internet footprint is that of Asia. As of late 2007, North America accounted for 19% of all internet users, Europe 27%, whilst Asia accounts for 37% of all internet users. Moreover, the growth in the number of internet users in Asia is much faster than Europe, and nearly three times as fast as North America!This paper seeks to shift the focus of the discussion away from the Western markets and to look at what is happening in the Asia Pacific region, and in particular with respect to Chinese language activity.