Talk deck from Market Research Exchange of Central Ohio from 3.17.11.

1. !"
Market Research Exchange of Central Ohio!
March 17, 2011!
adding social media research to your market research toolbox !

2. !"
in a nutshell!
• what is social media research?!
• why social media research?!
• qualitative perspective!
• process!
• method playtime!
• watch outs!
• building your business!
• resources!

3. what is social media research?!
3!
#" it’s about the person and their story.!
Online Bulletin
Boards!
Frequent Spots!
Microblogs!
Blogs!
Life in Pictures!

4. why social media research?!
4!
#"
non-disruptive! inexpensive! already there!
Disrupting the fish pond No recruiting, no Very short wait time;
can change behavior.! incentives, no travel, no data is already out
OOO time! there, just waiting to be
=! harvested and
Very low investment for analyzed.!
high return!!

5. !"
• The WHY behind larger
scale behavioral data!
• Gives more than sentiment
and explains sentiment!
social media
• Structure for threading
seemingly disparate research from a
- !
comments into themes!
qualitative
• Drive to search deeper to
understand the whole perspective!
person!
• “English Major’s Take”!

6. 6!
#" process!
quantitative backbone!
Use an analytics platform that does
Natural Language Processing theming
that goes beyond sentiment. !
verbatim coding!
Within themes that are most popular, seek
to understand the “why.”!
evolve the search!
Look in different directions for other
comments as you build insights.!
street smarts check!
Do your insights make sense for what you
know about the brand, category or
product? If not, seek out explanations.!
call it!
When you start to see the same “why”
explanations again and again, call it a day.!

7. method playtime!
7!
#" divide into teams of ~5!
objectives: !
• understand consumer articulated benefits of
avocados.!
• identify habits and practices related to eating
avocados.!
• understand barriers to buying or eating
avocados.!
using the artifacts from your
worksheet…!
Develop hypothesis insights to answer the objectives.!

8. !"
• Platforms and API access!
Nothingnothiing!
• Sentiment analysis: clean
Nothingnothiing! your data!!
• Rise of pay per click fake
Nothingnothiing! blogs! social media
- !
• Target (shooting range) vs.
Target (retailer)!
research "
watch-outs!
Nothingnothiing!
• Listen to your customer
Nothingnothiing!
instead of the “echo
chamber”!
Nothingnothiing!
• Gap logo scandal!
Nothingnothiing!

9. • Ask, “where are my
!"
consumers/customers/
clients at in social media?”!
• Spend your time on the
most relevant platforms
first, doing those well.!
• Find out where your
competitors are playing
and be there, too.!
- !
• Ask, “what benefit can I
building your
provide via social media?”! business!
• Provide relevant content
that meets real needs.!
• Be authentic, think like a
person not a company.!
• Develop a road map.!

10. !"
- !
building your
business!
http://www.cmo.com/social-media/
cmos-guide-social-media-landscape!

11. 11!
#"
resources!
• Books like Twitterville by Shel Israel!
• #NewMR, #SMR on Twitter!
• Netnography on LI!
• Free/cheap analytics tools!
• MRA/IMRO – Top 16 SMR
Questions!
• Platforms made for research and
theming, not just monitoring and
sentiment!

12. !"
questions "
& builds!
renee!
renee@seekresearch.com!
@reneemmurphy!