… 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
- Future Trends in the Industry: Simon Chadwich, Cambiar #Netgain7 #MRX (lovestats.wordpress.com)
- 11 signs that you don’t have a research objective #MRX (lovestats.wordpress.com)
- Research should be like gummy vitamins #MRX (lovestats.wordpress.com)