vlerick consumer goods conference

New Modes of Market Research: Connected ResearchFilip De Boeck & Tom De Ruyck – InSites Consulting

OLD MEDIA LOSES

CITIZEN JOURNALISM

WE ARE THE MEDIA

MAKEBREAK

EVERYONE IS A CRITIC

POWERFUL

CONVERSATIONS

(Re)connecting companies with their consumers

Connected Research

Company

Consumer Consumer

Consumer

Company

Consumer Consumer

Consumer

“Learn from consumers” “Learn from & allow consumer interactions”

a new form of participation research...

Connected Research uses interactive tools to tap into social interactions between people and allows a more equal relation

between researchers and participants.Verhaeghe, Schillewaert, De Ruyck (2008), InSites Consulting

S E M A N T I C R E S E A R C H

T R A D I T I O N A L R E S E A R C H ( Q T & Q L )

C O

N N

E C

T E

D

R

E S

E A

R C

H SECONDARY RESEARCH RESEARCH TECHNIQUES RESEARCH PLUG-IN’S

OBSERVATION GUIDANCE

DESK RESEARCH 2.0

ONLINE CONVERSATIONS STREAMS

ONLINE DISCUSSION GROUPS

ONLINE 1/1

BULLETIN BOARDS

COMMUNITIES

BLOGS

MULTIMEDIA DIARIES

EXIT FORUMS

AFTER SURVEY COMMENTS

USER-CODED OPEN-ENDS

USER-CREATED BRAINSTORMS

POST-ITS

INTERACTIVE VIDEO SURVEYING

RES

EARC

H S

OLU

TIO

NS

TRADITIONAL DATA / CONNECTED DATA / ONLINE CONVERSATIONS AUDIT & TRACKING / ONLINE TXTOGRAPHY

Connected with RESEARCH FUNDAMENTALS

Connected with ADVANCED RESEARCH TECHNIQUES

Heinz brand essence?

HOMEWORK

ONLINE DISCUSSION GROUPS

Sentence completion

Avator creation

Photo sorting

Associations

BULLETIN BOARDS

"It became apparent to me that doing online groups requires other skills in terms of moderation and other techniques than doing offline groups. Working with the experts of

InSites got me through a steep learning curve".

"Online research is not only doing chat sessions. The whole package of on line desk research, homework assignments for respondents, chat sessions and the use of bulletin boards in a

follow up, make the difference".

Bert Borggreve

Consumer Insight Manager

Communities

User-created Brainstorm

3 positive waysfor brands to be present in

social networks

1 - Interactive brand activation• Games• Competitions• Discount off the price

2 - Branded utility (Palmer & Vulkan)

• High quality content• Charity

Offer REALValue to

consumers

“[Nike+] is not an advertising idea, it's a technology idea. We are delivering a product, an application.”

Nick LawChief Creative Officer, North AmericaR/GAApril 2007

3 - Conversations management• Human interaction and debating

Need for a conversation manager

If you care about PR you should care about the

conversation!

explore what is “Talk of the World” today among global opinion leaders

test and finetune TOW concepts for Heineken among global opinion leaders

Mixed method approach

overall

marketing & advertising

charity

Corre

cted

pro

paga

tion

Sample size

Winners

Concepts

Challengers

High risk

List of point of sales

Cursor = brand logo

Brand ambassador is participating

Back to basics

Post messages

Using song of the brand when opening site

Useful information

Partnerships

Thank you page from brand

No moving images

No commercial objectives

No pop - ups

Mini website from brand

Movies with information

Information on labour conditions

High quality

Give gifts

Images

Magazines

Not too exaggerated

Clear order

Press releases

Price comparisons

Targeted publicity

Social consciousness

Information on origin of product

Presence at search engines

No deception

No publicity

Debating

Support charity

Sponsorship

Providing content

(Mini) publicity

Discounts & promotions

Nice features

Not too pushy

Human interaction

Competition with prizes

Publicity optional

Environment friendliness

Evaluating Talk of the World

RISK

Will the TOW concept lead to polarized

opinions or will it be stuck in the middle? Will these opions be shared

globablly or locally?

REACH

Will the TOW concept appeal to everybody or

to a specific group of consumers?

TYPE OF TALK

Will the TOW concept create buzz or lead to

word-of-mouth?

SUSTAINABILITY

Is the TOW concept appropriate for an

ongoing story or will it be a one-shot action?

BRAND RELEVANCE

Is the TOW concept in line with the current

positioning of Heineken?

Talk of the World

TOPIC OF TALK

Will consumers talk about the experience created by the WOM concept or about the

Heineken brand specifically?

23200 posts

27% of conversations about brands

Conversation tracking on tripadvisor.com

CITYLIFE

WORK

FAMILY

LOVESPORTS

PLAY

TECH

WORK

AUTHENTIC

TRENDS

STATUSSTYLE

ONLINE

HERITAGE

QUALITY

SHOP

TARGET GROUP

Objective

The target group profile?Who is he?

What are his interests, ambitions, opinions, etc. ?

Where does he go (online & offline)?

How can we target him?

Online safari

Universe detection

Data collection: scrape the

internet

Universe detection

SELF DIRECTION

HEDONISMINSPIRATION AMBITION

.... And most of all, our participants like it

www.insites.eu

www.connectedresearch.insites.eu