best of esomar belgium 2010_flores
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From Asking to Listening: Leveraging Insights from a
connected world.
Dr Laurent Florès, Founder, [email protected]
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, [email protected]
Associate Professor, Université Paris II Panthéon-Assas
www.twitter.com/laurentflores