Tag Archives: consumer

Analyze, Synthesize, Storyize, Consumers you have organized by Annie Pettit #MRIA14 #MRX

Live blogging from the #MRIA national conference in Saskatoon, Saskatchewan. Any errors or bad jokes are my own.saskatoon

Annie Pettit, Chief Research Officer, Peanut Labs

My #MRIA14 presentation in just 5 minutes…

 

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Five steps towards consumer centric thinking – consumer collaboration and beyond by Tom deRuyck #Qual360 #QRCA

Live blogging from the Qual360 conference in Toronto, Canada. Any errors or bad jokes are my own.qual360

Five steps towards consumer centric thinking – consumer collaboration and beyond 
Tom deRuyck, Head of Consumer Consulting Boards, Insites Consulting
  • you need to talk with consumers every single day and you can do that through consumer consulting boards, 150 people every day
  • you don’t have to do everything consumer’s ask
  • you must have a strategy
  • you cannot fake it, it needs to be transparent
  • it’s not enough to learn things quickly, it’s the speed of execution that counts
  • you need to make consumers an integral part of everything you do
  • how do you create consumer centric company?
  • you need a chief consumer officer, the person in the company who knows most about the customers of the company needs to be there when decisions are being made
  • Consumer collaboration initiative – don’t tackle everything at once, start small but think big, start with one brand or one team and add more later, need to be reactive and proactive, bring down the silos of
  • Create a wall of fame with all the community accomplishments like new products they’ve created, the advertising campaigns they improved
  • Activate internal stakeholders to take relevant actions – forget online, offline, report multiple times with old ways and new ways and even in person when that’s right, inspire them, share your presentations, tell the insights but let them feel the insights through an experience, turn insights into actions
  • Inspire and empower employees at all levels – executives, management, frontline, staff, activate the movers and shakers, motivate not the sales person but the consumer directly
  • Leverage results and culture externally – talk about this in your marketing and make it tangible, tell them the product was co-created, surf the wave of enthusiasm – have community members who helped co-create tell the story
  • Research the impact – measure culture performance and communication, you need a chief consumer officer – consumer coach, people engagers, ecosystem builder, action heros

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Digital Music Consumers: Stephanie Fried @Vevo #AMAresearch #MRX

Welcome to this series of live blogs from the American Marketing Association’s Research & Strategy Summit in Las Vegas. Any errors, omissions, or silly side comments are my own.

AMA market research event

Stephanie Fried, Vice President, Research Insights and Analytics,VEVO

  • Vevo is a music platform with original content, interviews, sports, travel, music. You often don’t realize you’re watching videos through Vevo.
  • n=2900, age 13 to 43, P3M viewed a music video online, or streamed, or followed an artist online. 53% of US fell into this definition. Of these, 80% view videos online.  Online study, rep of online US population.
  • Top 4 segments of music consumers [I think this is the first time I’ve ever seen a segmentation presentation where we actually got to see what the segments are.]
  1. Savvy socializers. 22% of music consumers. very engaged, spend money on brands and devices. Vevo enthusiasts, use multiple sites, access everywhere all the time. Heavy TV viewers, play instruments, lots of time online, frequently on social networks. Very tech savvy.
  2. Ecelectic downloaders: 20%. younger. like to download and own. like all different kinds of music. Watch videos with friends. More likely to be students, single. Like to create art, exercise, rate products online. Collection has to be digital.
  3. On the go influencers: 18%. Young, ethnically diverse. Music is an escape. Like to understand music, understand the stories behind the music. Lower income but will spend money on tech devices.
  4. Classic collectors: 12%. This segment will grow. Longer term opportunity. Older, caucasion, higher income. Digitizing their albums but keeping the physical album. Like classic rock, watch older videos.
  5. Casual loners:  [oops! got distracted here!]
  6. Unconnected country:16%. older, female, family focused, suburban. Like country music. Music isn’t part of their every day like.
  • Product team uses this to help make product decisions. e.g., a new lyrics offering. Start with savvy socializers who are interested in the lyrics. Tailored to the right audience.
  • Classic collectors are into concerts.
  • Cross promote artists based on segment preferences. Artist overlap, genre overlap.
  • Informs marketing – where how are they consuming. what type of messaging.
  • 13 to 18 is  a big mobile segment. Younger is more eclectic and on the go. There were no real “teen” segments.

Global Consumer by Dan Salzman #TMRE #MRX

Live blogs by @LoveStats! This is a session summary from The Market Research Event by IIR in Orlando, Florida, November 2011. It was posted mere minutes after completion of the talk. Any inaccuracies are my own. Any humorous side remarks are also my own. Feel free to leave comments and critiques. ***                                                                                                          ***

The Global Consumer
Dan Salzman, Vice President, Consumer & Market Insights, Hewlett Packard

  • [All i’m thinking is that HP social media data is full of horsepower and harry potter data 🙂 ]
  • How does HP think about the global consumer?
  • #1 Where are the people, where is the money
  • focus on demographic growth, world grows 75 million per year, last week we reached 7 billion people on the earth, developed market growth where most of the money is is very small growth; growth is in asia; Growth is beyond BRIC countries; Africa, nigeria are emerging; Africa will have four of the top growing countries in 2050

    The current two dimensional HP logo used on co...

    Image via Wikipedia

  • China WILL surpass the US as a global economy by 2050, it will be the largest economy, driven by population growth
  • 1000 new mobile users every minute, 84% of internet users are outside the US; growth is MASSIVE in china, 92% growth compared to US 17%
  • What does access to information do? Overthrow dictatorships. Changes how we make decisions. We don’t have to do what we are told. Not obligated to follow through on expectations. Check veracity of claims.
  • This creates a homogeneity of consumer experience for consumers. Lets brands speak to us in shorthand.
  • Globalization pressures culture and tradition. People worry aspects of their culture will disappear.
  • Developed West is Maslow’s needs – Physiological, safety, social and emotional, esteem; Developing East is Pinto’s needs – Physiological, Need to please the group, good name, honour [cool!]
  • Think global but act local. team structure, research approach, customized output.
  • Global segments didn’t show up in every country. Local countries defined the names of each segment. Allowed local digression.
  • 1 global summary, 3 regional summaries, 8 country reports, Customized views by audience, topics

How to Engage Consumers in Multinational Communities by Austin and Lerman #Eso3D #MRX

This is a live blog posting from the Esomar 3D conference in Miami. Written, summarized, and posted just minutes after the speaker has finished. Any inaccuracies are my own. Any humorous side-notes are mine as well.

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Lessons from the front lines
How to engage BRIC consumers in multinational online communities
Manila Austin & Katrina Lerman, Communispace, USA

  • BRIC consumers are very socially connected even though internet penetration is lower than most western countries (Brazil, India, Russia, China)
  • 300-500 people is viewed as a small community. 🙂 [Hey survey fans, I thought 10 meant small]
  • BRIC are more likely to read than post but everyone posted at least a couple times a week.
  • Youth want to talk with other youth around the world about their shared experiences. A recognizable brand involved makes them feel exclusive and in the know. Keep the tone fun, frequent, and flexible.
  • China and India posts more often, more lurking, more words, more contributions.
  • Lessons
  • Leverage the diversity, it is a draw, not a barrier. Youth from other countries want to know what it’s like to drive on a highway with no speed limit. [Buzzword!: leverage]
  • Know why you’re there: Have a commonality, life-stage, brand passion, professional affiliation.
  • Beware the western lens: ignore your assumptions, keep it simple, don’t get lost in translation, be culturally aware.  [i need to be reminded of this all the time. i forget that other people aren’t addicted to dessert like I am.]
  • Allow consumers to show, not just tell: get unfiltered emotions that get lost in writing, particularly if people aren’t proficient. Use videos, photos from home, work, shopping.
  • Facilitators must play an active role: Must be part of community, interact with members, probe for follow-up, write with care, take the time. You’ll get more out of the community if you put a lot into it.

The Gap between brands and consumers by Adams and Hallums #SoMeMR #li #mrx

A Wispa bar in a wrapper from 2007.

Image via Wikipedia

16.00 Harnessing the power of social media, bridging the gap between brands and consumers

  • How to harness the power of social media platforms for research
  • Best practice for recruiting and retaining customers to an online community
  • How to get the most out of your online panel community and show ROI
  • The power of the panel community compared to other research methodologies

Rachel Adams, Marketing Director, Toluna
Mark Hallums, Director of Product Technology, Toluna

  • [Harness the power! I’m already having fun. 🙂 ]
  • “Bring back Wispa” campaign caused Cadbury to bring back a brand. [I bought one. Watch for my chocolate bar rating blog post.]
  • Gap logo was changed, and then changed back due to social media chatter. Gap admitted they failed to engage the online community to redo the logo correctly.
  • Dell IdeaStorm was an online commuity of 12 000 members, 84 000 comments, 900 000 votes, 1-5% of ideas were usable. Research, sales, marketing teams all used the data.
  • They have a research social network which was a challenge to low response rates and recruitment challenges. Aimed to increase engagement with memers. Included profiles, polls, results, rating and following, external polls to twitter or facebook.
  • Benefits to brands – brand advocacy, co-creation, pre-screen customers, engaged product testers, reduce new product development cycle
  • Panel allows for DIY online surveys, up to 15 questions, launched immediately, with real-time results [Not gen pop but we know how to handle that]
  • [What I’ve learned – always describe the brand you’re talking about because there will be people in your audience who don’t know what it is. i am missing ALL the jokes today. 🙂 ]
  • Next – Turn facebook fans into fully profiled respondents, facebook likes don’t come with demographic profiles, use the opt-in process

When Brands Had Power

In ancient times, more than 20 years ago, brands had undeniable power. They created brand stories and images and slogans and taglines. They designed commercials and billboards and posters. And they had the millions of dollars required to force their messages on captive audiences.

Consumers had little choice but to watch, listen, and believe for there was no alternative. Sure, you could discuss with your friends how much you disagreed with the ads but you certainly didn’t have a million bucks to create and publish your own anti-brand ad.

Those days of one-sided power are gone. Facebook and Twitter and YouTube stole the power from brands and threw it at consumers. Consumers who have no brand experience, no scientific bases, and no expertise have a voice, a very loud and annoying voice. And consumers who know what they’re talking about, people with experience and expertise have a loud voice too, but slightly less annoying.

Brands can write even wittier taglines and even more creative commercials but consumers can fast-forward through those messages and counteract them with their own widely publicized blog rants and YouTube satires.

Quality must come first. Quality can no longer be your tagline. Sorry Ford. Quality must be now be a fact.

#MRA_FOC #MRX Emotional Drivers by Edward Chao

What a nice, genuine speaker! Edward Chao was so sweet and genuinely happy to teach us how emotion mining is a great technique for understanding both the conscious and unconscious. Here are some of the tidbits I thought were interesting.

  • We are all experts in emotions but novices working with emotions
  • Emotions are always on yet they are mostly subconscious.
  • There is no such thing as a pure rational decision.
  • Increasing emotions of an advertising campaign does not mean adding more puppy dogs, babies, and ladies in bikinis
  • Emotions comes first, behaviour decisions comes next, rationalization comes later. It’s interesting to think about because we always assume we know exactly why we make the decisions we make.
  • Why do moms buy name brand treats for themselves but private label treats for their kids? Focus groups tell us that moms think kids can’t tell the difference. But, emotion mining tells us there is a lower emotional reward for the mom who is serving a snack brand to their child compared to having the snack herself. He learned that the personal choice was emotional, whereas the choice for the child was economical. Surveys make this really difficult to discover.
  • You just need to find the top emotion and solve that problem.

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Conversition Strategies Social Media Research: By researchers, For researchers
conversition strategies social media research by researchers for researchers

3 tips to force consumers to be more loyal to your brand

Disney of 2007 Terri carrying bags after shopping

Image via Wikipedia

Research is a pretty cool thing. We ask people what they think about products, and they tell us how to make them better. If we change the color of the packaging, like the research said we should, we can make more people buy our product. If we increase the size by 10%, we can make more people buy our product. If we answer the phones quicker, we can make consumers be more loyal to us.

The scientific experiment has taught us this. Test and control groups, dependent and independent variables, mixed random and fixed designs, oh the processes we use to learn how to make people like us.

I don’t think, though that this is the mindset that will “make” consumers be more loyal. You simply can’t “make” consumers be more loyal. Loyalty is a gift from your consumer, a prize you receive for doing things right, for treating them honestly and respectfully. They aren’t “your” consumers. They are consumers who choose you each and every time they walk in your store.

With that in mind, here are my 3 tips for forcing consumers to be loyal.
1) Listen – Listen genuinely, not because it’s your job but because you are a consumer yourself and know that consumers’ opinions matter.
2) Act – Only do research when you’re prepared to act on it. And act on the important findings, not on the cheapest findings.
3) Respect – Share what you have learned with your consumers whether good or bad. Make changes for the right reasons, be nice, be honest, do unto others…

You may not be able to force loyalty but you sure can set yourself up to receive it.

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