Socializing Research: Mike Rodenburgh #Netgain7 #MRX


Netgain 7 MRIA
… Live blogging from downtown Toronto…

Mike Rodenburgh, Vice President, Ipsos, Vancouver

Socializing Research: It’s the end of marketing research as we know it, but we feel just fine!

  • Old methods aren’t engaging in today’s world, your eyes are crossed at minute 25
  • Over emphasis on survey data, respondents are lab rats, incentives are not motivating or relevant, surveys ask wrong questions, focus on science ignoring immersive online experience
  • “socialized research” engaging with consumers in ways that mimic the way they engage with their friends in social networks and other types of data
  • It’s not sample and surveys and reporting. It’s people and experience and stories.
  • It means blending methodologies, active surveys, passive data, and interactivity
  • Facebook can be a real representation of people’s lives – family, brand likes, celebrity likes, photos
  • Apps already use Facebook’s social graph data to inform product decisions – why can’t we?
  • “Login to the survey with Facebook” generated 274 people out of 600 agreeing
  • Is the data reliable? Are those who share different from people who don’t share?
  • Demographics of agreers and refusers was nearly identical, no differences in tech ownership, stated demographics match, but stated likes don’t always match actual likes – only 34% of people correctly recalled their facebook likes
  • Average respondent had 149 likes but 8 people had more than 1000 likes
  • People’s likes overindexed on intuitively correct things – African Americans liked african american icons, etc
  • There is a positive correlation between TV show reach and social engagement, the successes were where the host had a dynamic personality as opposed to generic game shows
  • Facebook data is JSON strings which means it’s not compatible with many standard data tabulation systems
  • How do you visualize 50 million data points?
  • Learn things you didn’t think about asking on a survey, eliminate demo questions from surveys, add contextual phots and friend info to surveys
  • The best way to predict the future is to create it

One response

  1. Cam Davis claims to have socialized research 30 years ago. He is so far ahead that he is behind. This was a most interesting presentation, amazing leveraging of the Facebook Social Graph which we will now have to check out. Yes, even if it means learning JSON.

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