best of esomar belgium 2010_flores

From Asking to Listening: Leveraging Insights from a

connected world.

Dr Laurent Florès, Founder, crmmetrixlflores@crmmetrix.com

Associate Professor, Université Paris II Panthéon-Assas

www.twitter.com/laurentflores

N° 1 theme:Markets are conversations

Do brands really« converse » ?

No, they mainly talk

Brands talk rather than listen

� 3000 messages every day, 188 by hour, 3 per minute

� The ratio of listening to talking is 1 to 50 (Source: Esomar & VeronisSuhler)

� They call it being « customercentric »…

Yes time to change!And time to Listen more…

How can we « re-invent » ourselves and develop new market research practices

that meet the challenges of the “horizontal world”

You say Listening, but How ?

Leverage the potential of online conversations to listen to them (blogs, forums): netnography(Passive Listening)

Source: Blogpulse Source: RTGI

Is the Crowd wise?

Multiple examples show indeed that the Crowd isoften wise (under specificconditions):

- Iowa Stock Exchange- Hollywood Stock Exchange- Predictive Markets

Nowadays, Google is often of great help too « Listen »…

Listening & Observing the Crowd with Google (Insights for Search & Ad Planner) for trend detection and competitive intelligence.

Predicting the present and immediate future…Anticipating the possible future: Facebook, the new Google?

How about the 2008 US Election?During the democrat party candidate election, Search levels clearly showed a favorable trend for Obama vs Clinton…

Obama vs Clinton

Source: Google Trends Search

« An image is worth 10,000 words »…

Hillary seemed clearly less « popular »

The outcome of the 2008 US Election, Search showed us the way!

You know of course… The Web knew as well with early predicting signals and trends…

Obama vs McCain

Source: Google Trends Search

Using Website visits as proxies for forecastingmovies in market success

The inclusion of movie pre-release website trafic improves sales prediction by 50%! (*)

(*) Belvaux B. et Florès L. : "L'utilisation des proxies du web pour la prédiction des marchés. Une application au marché cinématographique« , Décisions Marketing, 57, 2010.

Behind blogs, forums, searches, images, the web are…. People

Those people are active, participative, insightful

They want to “participate”, are ready to “collaborate” rather than only

“respond”…

How to leverage the potential of “People’s Participation/Cooperation” to

develop new market research solutions?

Leverage participation to “better” listen to consumers when you ask questions: “Active Listening” with brandDelphi a “qual/quant approach”…

how brandDelphi works : the insight delivery process

The system retains the most promising ideas dynamically -the ideas are classified according to their ‘traction power’

attraction among consumers

Consumers are invited to

‘dialogue’ online around specific

scenarios

They express their ideas and review the opinions of the others

The result: a consultation platform that

allows thematic development and

concept build

Category drivers

Star ideas

Static ideas

Niche ideas

Category driversStatic ideas

Niche ideas Star ideas

Importance

Relevance

Allows ideas – even those that began as just ‘weak signals’ - are placed on the brandDelphi™ Insight Map, and prioritized for action

The analysis is both qualitative and quantitative, and specific idea/word performance can be gauged .

idea analysis idea analysis

brandDelphibrandDelphi™™

TopscoreTopscore

The move to “Research Based Community” or MROC

Give Back: Build Recognition, Respect through Feedback

Brand

Consumers Consumers

Act

ive L

iste

nin

g

Passive Listening

RBC: “Research Based Community”MROC = Market Research Online Communities

A Taxonomy of New MR

(Source: Ray Poynter)

So, in a nutshell:

Toward a New Research Paradigm?

QUESTIONNING

ONE SHOT

QUANT vs QUAL

TRANSACTIONAL

REPRESENTATIVE

DESCRIPTIVE

SCIENTIFIC

The vertical world The horizontal world

LISTENING

ALWAYS ON

QUANT & QUAL

RELATIONNAL

TARGETED

INSIGHTFUL

ART & SCIENCE

From Asking to Listening

� Listen passively and actively through different contact points (specially at the ones where consumers come to meet you/peers)

� Develop conversations

� Specifially with your most valuable consumers

� Respect People and Have Fun

because conversing and learning from each other is the

best way to develop and strengthen relationship

Thank You for “Listening”…

My turn to Listen….☺

Dr Laurent Florès, Founder, crmmetrixlflores@crmmetrix.com

Associate Professor, Université Paris II Panthéon-Assas

www.twitter.com/laurentflores