Stephen D. Rappaport, The ARF, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

A  presenta*on from  the  NewMR  ‘Listening  is  the  New  Asking’  Text  Analy*cs  Event    -­‐  March  8  2011  

The  sponsor  of  the  ‘Listening  is  the  New  Asking’  event  is  Zinc  Research  For  more  informa*on  about  NewMR  events  visit  newmr.org  

 The  copyright  for  this  material  is  jointly  owned  by  The  Future  Place  and  the  presenter.  

‘PuMng  listening  to  work:  achieving  business  objec*ves  over  *me’    Stephen  D.  Rappaport  The  ARF,  USA  

Stephen D. Rappaport, The ARF, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Listening

Putting listening to work: achieving business objectives over time

Stephen  D.  Rappaport  Knowledge  Solu*ons  Director,  The  ARF  Author:  Listen  First!  (Wiley,  April  2011)  e.  srappaport@thearf.org  t.  @steverappaport  

Stephen D. Rappaport, The ARF, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Listening is …

The study of naturally occurring signals

conversations, behaviors and biometrics

That may, or may not, be guided

To bring the voice of people’s lives into the brand

3

What people say, do and feel

Emotions, mindsets, cultures

Not just online sources

Interdisciplinary

Stephen D. Rappaport, The ARF, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

The Need to Sense and Respond

Creates Competitive Advantage

Source: http://www.senseandrespond.com/?page_id=7

Stephen D. Rappaport, The ARF, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Open Systems and Social Customers Change the Game

Type of Company

View of Customer Closed System (make and sell)

Open System (sense and respond)

Rational (clear purpose) Efficient Optimum Product

Choice

Social (value choices)

Maximize Brand Fit w/lifestyle Co-Creation

Source: Stephen D. Rappaport

Stephen D. Rappaport, The ARF, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Gain Competitive Edge through Signal Advantage

The ability to capture, interpret and act upon signals from rich and dynamic data

Companies with signal advantage are rethinking their fundamental approach to information and shifting from knowing and optimizing to learning and adapting

Advantage therefore accrues to companies that can focus on the right information, extract the relevant signals, process them rapidly, and harmonize their

organization’s behavior

continuously

Source:  Boston  Consul*ng  Group  2010,  ARF  2011  

Stephen D. Rappaport, The ARF, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

»  Understand mindsets

»  Discover new customers

»  New product development

»  Shape and sharpen messaging

»  Improve existing products

»  Increase Sales

»  Rebrand or reposition

»  Address public issues

»  Manage reputation

»  Provide customer care

»  Increase loyalty and customer value

Brands Use Listening to Achieve Many Standard Marketing Objectives

Stephen D. Rappaport, The ARF, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Listening Research Performs Many Standard Research Tasks

»  Profile new customers

»  Detect early market shifts

»  Customer segmentation

»  Complement “asking” research

»  Concept testing

»  Product co-creation

»  Discover/evaluate brand attributes

»  Message development/testing

»  Competitor analysis

»  Problem detection

»  Insight Development

Stephen D. Rappaport, The ARF, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Discover New Customers: Suzuki Hayabusa

The market Suzuki thought they had …

Stephen D. Rappaport, The ARF, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

The market Suzuki discovered they had …

Stephen D. Rappaport, The ARF, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Suzuki completely revamped marketing

Stephen D. Rappaport, The ARF, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Listen à Marketing Engagement à Results

Results •  Busa Beats started in 2008 … continues evolving

•  Competitions and participation engage urban audience

•  Top-5 submissions played and voted upon

•  Conversational share of voice greater than shared of social media spending

Stephen D. Rappaport, The ARF, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Competitive Analysis: Mobile Phones

How  do  consumers  feel  about  mobile  phone  carriers,  and  how  do  they  stack  up?  

Conversa*ons  regarding  major  carriers  

200,000  tweets,  July  1,  2010  –  August  6,  2010  (US  only)  

 

Stephen D. Rappaport, The ARF, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Content Development

Insights  Leading  to  Content  Strategy:    

•   recipes  in  context  of  usage  occasions,  not  separate  from  daily  life;    

•   want  to  exchange  and  interact  with  women  around  recipes;  women  were  recep*ve  to  sponsored  materials  

•   frequent  updates  

Launch  a  branded  community  for  women  to  share  recipes  

Communispace  community  evaluated  concepts  and  

provided  direc*on  

Stephen D. Rappaport, The ARF, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Q & A

Stephen D. Rappaport

The ARF

Ray Poynter

The Future Place

Stephen D. Rappaport, The ARF, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

Stephen D. Rappaport

Follow Stephen’s tweets at @ http://twitter.com/steverappaport Connect with Stephen on LinkedIn @ http://www.linkedin.com/in/steverappaport Read Stephen’s blog @ http://listenfirst.thearf.org