Co-Creating Insights: The Coca-Cola Case (by FaceGroup)

We had the great opportunity of co-presenting with Beth from Coca-Cola and a handful of other agencies operating in the co-creation space at the MRS conference in a shared session called Big Brand Co-Creation. It was a great session that we all saw as a chance to collectively raise the profile of Co-Creation as a discipline and show the extent to which it has come of age as a discipline within the industry. Each of us was charged with showing a slightly different dimension of co-creation, highlighting the scope and variety of the ways it could be used to achieve great things with big brands.

The emphasis of our paper was on taking co-creative principles of collaboration, real time, speed & open-ended thinking into a traditional insight focused brief, highlighting how co-creation was not just about bringing new ideas into a business, or a party trick for something fun and low risk, but could actually be applied at the heart of the insight function, aimed at building a complete foundation of insight.

Co-Creating Insights - Face/Coca-Cola MRS Conference Annual Conference 2010

View more presentations from Face.

DAY II - #QRWEB Live Feed - Qualitative Research in Web 2.0 International Conference

DAY II

09:00 Meeting the challenges of analysing usergenerated Web 2.0 content: a case study on Youtube’s David Farm, Silvana di Gregorio, Sociologist & Consultant, SdG Associates (UK)

09:45 Nothing new under the sun? Using traditional and emerging strategies for web site content analysis
Mary Evans Kasala, Scientific Merit Reviewer and Research Methods Faculty - Capella University (US)

11:00 Advanced grammatical text analysis: introducing a web tool for arranging and sharing classificatory data
Brit-Helle Aarskog, Chief Scientific Officer University of Bergen & TextUrgy (NO)

11:45 From the underground to the Internet: issues of ethnography, ethics and identities, Ximena Alarcón, Research Fellow, Institute of Creative Technologies - De Montfort University (UK)

Round-table discussion:

13:45 Ethnographic research of on-line communities
Bob Jeffrey, Senior Research Fellow,  The Open University UK / Bryan Mark Urbsaitis, Lecturer City University of New York (US)

15:15 Researching political communication in social media: what are the implications? Andrius Suminas, Lecturer, Faculty of Communication Vilnius University (LT)

16:00 The theory of online focus group technique: how online qualitative research can influence the outcome of findings, Guendalina Graffigna, Postdoc, Faculty of Psychology, Università Cattolica del Sacro Cuore (IT)

16:45 Eye-tracking technology: analysing the impacts of the convergence of television and internet on viewers
José Azevedo, Associate Professor, Sociology Department University of Porto (PT)

17:30 Closing remarks from the chair and organiser

DAY I - #QRWEB Live Feed - Qualitative Research in Web 2.0 International Conference

DAY ONE

08:45 Opening words by Merlien Institute and chairperson Silvana di Gregorio, Sociologist & Consultant SdG Associates (UK)

09:00 What are the rules and tools of qualitative research in social media? - Ray Poynter, Managing Director, The Future Place (UK)

09:45 Integrating Web 2.0 successfully into traditional qualitative research - Frank Thomas Naether, Managing Director, Naether Marktforschung (DE)

11:00 Overcoming the handicaps of communicating online without non-verbal cues - Ilka Kuhagen, Principal - IKM (DE)

11:45 Beyond classical market research methods: a framework for online ethnographic inspired research - Nicole Reinhold, Head of Online Research Point-Blank-International (DE)

13:45 Designing and executing successful qualitative research online: a crash course in 120 minutes, Jeff Walkowski, President - QualCore.com (US)

16:15 Applying your skills as a qualitative practitioner to develop engaging online market research communities (MROC), Jim Longo, Vice President, Client Development & Marketing - Itracks (CA)

17:00 Closing remarks from the chair

New Netnography White Paper Available (by Robert @Kozinets)

by Robert Kozinets via Brandthroposophy

NetBase asked me to write a white paper to explain netnography to business people and marketers. It is titled: Netnography: The Marketer’s Secret Weapon - How Social Media Understanding Drives Innovation.

I will be presenting the white paper tomorrow in New York at the Advertising Research Foundations’ re:think conference, at 11am.

NetBase just posted the White Paper download link online on their web-site, and here is the link:
http://www.netbase.com/landing_pages/netnography_paper/


Looks like you will need to fill out a form and get into their database as the price of admission. I enjoyed and learned a lot writing a paper that is directed to a purely managerial audience. I hope you enjoy it.

"The Case for NewMR" by Ray Poynter

On March 2nd, Ray Poynter gave this presentation, "The Case for NewMR" at Revelation’s Great Research Thinking Webinar Series. To find more information about Revelation and its webinars, please visit us (www.revelationglobal.com)

"The Case for NewMR" by Ray Poynter

View more presentations from Revelation Inc.

Jornada de Investigación de Mercados Online - Madrid (8 de Abril)

via David Atanet

La investigación on line lleva haciéndose hace ya muchos años. En un principio, no era más que aprovechar un “vehículo” mucho más barato, ya que poco más diferenciaba un estudio “on” de un estudio “off”.

Ahora, los desarrollos tecnológicos permiten cuestionarios más sofisticados, imágenes en 3D, simulaciones y proyección de vídeos, entre otras cosas, que han enriquecido las posibilidades de este sistema de recogida de información.

Pero lo más revolucionario es la posibilidad de mantener conversaciones permanentes con los clientes: comunidades de marca, redes sociales, foros y blogosfera en general, que van cambiando el enfoque de la tradicional investigación y van colocando al “investigado” en una posición en la que ya no es el sujeto pasivo de la investigación.

Empezamos a hablar de esto en el año 2008, pero desde aquel año hasta la fecha, las tendencias que allí se apuntaban se han ido consolidando y ya no hay nadie que no esté pensando cómo aprovechar las múltiples opciones que ofrece la red.

¿Qué tipo de investigación on line se está haciendo que sea realmente novedosa? ¿Cómo se pueden aprovechar las redes sociales? ¿Funcionan los sistemas de detección de conversaciones en la red? ¿Tiene calidad la investigación on line? ¿Los resultados son representativos?

Estos son algunos de los temas de los que queremos hablar en esta 17º Jornada de Investigación de Mercados, organizada de forma conjunta con la Asociación de Marketing de España y AEDEMO.

Ready for pre-order @ Amazon - The Handbook of Online and Social Media Research: The New Rules and Tools for Market Research

Drawing together the new techniques available to the market researcher into a single reference, The Handbook of Online and Social Media Research explores how these innovations are being used by the leaders in the field. This groundbreaking reference examines why traditional research is broken, both in theory and practice, and includes chapters on online research communities, community panels, blog mining, social networks, mobile research, e-ethnography, predictive markets, and DIY research.

 

 

~ Ray Poynter (Author)

Hardcover: 448 pages
Publisher: Wiley (September 21, 2010)
Language: English
ISBN-10: 0470710403 

Qualitative Research in Web 2.0: The Next Leap! - Conference Information

Qualitative Research in Web 2.0: The Next Leap!

Tackling issues and opportunities of integrating Web 2.0/3.0 into qualitative research
25-26 March 2010, Berlin

About the conference:

The qualitative research landscape has evolved dramatically since the inception of Web 2.0/3.0. Researchers can now perform qualitative research using online communities, focus groups, blogs, ethnographies as well as on social networking platforms.

The international conference on Qualitative Research in Web 2.0 (Twitter hashtag #QRWEB) will be held on the 25 & 26 March 2010 in Berlin. This unique and highly interactive event will bring together top academics and industry practitioners to discuss and brainstorm the latest online methodologies for qualitative research.

Conference format:

To encourage maximum interaction and development of knowledge and ideas during the conference, we plan to limit the number of participants to this event. The conference format will consist of submitted (reviewed) presentations, invited speeches as well as interactive discussion sessions. As with past events, this conference will provide excellent opportunities for participants to network with peers.

Register Now 

Programme highlights:

This conference provides an excellent opportunity for you to interact with international experts and discuss innovative ways of conducting qualitative research online. Content highlights include:

• How to design and execute successful qualitative research studies online
• Understanding when to use online methods over traditional offline methods
• Evaluating the rules and tools of qualitative research in Web 2.0/3.0
• How to implement qualitative research studies using social media tools?
• Discussing best practices in moderating online focus groups
• Assessing ethical and practical dangers of research using social media
• Designing and executing large scale qualitative research study online
• Developing participant recruitment strategies: what are the challenges and pitfalls?
• Assessing the internal and external validity of online qualitative research: what are the implications?
• Web 2.0 user-generated analysis and its contribution to qualitative research methodology
• Developing engaging online market research communities (MROC) for qualitative research
• What are the advantages and disadvantages of conducting qualitative research online?
• Integrating Web 2.0/3.0 into traditional qualitative research: what needs to be adapted?
• Keeping stakeholders engaged: how to keep clients and observers involved your online research
• Integrating online qualitative research findings in quantitative research: what are the best practices?
• Overcoming the handicaps of communicating online without non-verbal cues
• Challenges and opportunities of conducting global/multi-lingual online qualitative research projects

Register Now 

Confirmed attendees thus far include: (*Confirmed Speakers)

Ray Poynter (Keynote speaker), Thought Leader in Web 2.0 & Managing Director - The Future Place (UK)
Silvana di Gregorio*, Online Qualitative Research Expert - SdG Associates (UK)
Yasmina Amara, Market Research Manager - Yahoo! Middle-East (JO)
Carli Lessof, Director of Innovation and Development - National Centre for Social Research (UK)
Ilka Kuhagen*, Principal of IKM & Board Member of QRCA (DE)
Jeff Walkowski*, President & Member of QRCA - Qualcore (US)
Jim Longo*, Vice President Client Development - Itracks (CA)
Frank-Thomas Naether*, Managing Director - Naether Marktforschung NMRC (DE)
Helena Bukvova, Chair of Business Informatics, Technical University Dresden (DE)
Guendalina Graffigna*, Postdoc, Faculty of Psychology - Catholic University of Milan (IT)
Emma Ciceri - University of Rome, Sapienza (IT)
Simona Marchi - University of Rome, Sapienza (IT)
Roddy Glen, Principal - Roddy Glen Associates (UK)
Neil Coulson, Associate Professor - University of Nottingham (UK)
Sue van Meeteren, Executive Director - Jigsaw Research Ltd (UK)
Nicole Reinhold*, Head of Online Research - Point Blank International (DE)
Dee Britton, Assistant Professor - Empire State College (US)
Bob Jeffery*, Senior Research fellow - The Open University (UK)
Matthew Barnard, Research Director - National Centre for Social Research (UK)
Brit Helle Aarskog*, Chief Scientific Officer - TextUrgy & University of Bergen (NO)
Valentina Tua, PhD Candidate - Univesrit degli Studi di Milano (IT)
Petra Alwén, Qualitative Research Consultant & Founder - Connect With Consumers (SE)
Kristina Thor, Senior Research Consultant - Connect With Consumers (SE)
Uwe Ewald, Director - International Justice Analysis Forum (BE)
Simona Napotnik, Project Manager - Aragon (SI)
Laura Arata, Marketing Researcher - Laura Arata (IT)
Christoph Welter, Project Director - Point Blank International (DE)
Jose Azevedo, Professor, Department of Sociology - University of Porto (PT)
Mary Evans Kasala*, Scientific Merit Reviewer and Research Methods Faculty - Capella University (US)
Christine Hänel, Research Executive - Meinecke & Rosengarten GmbH (Germany)
Steffen Hück, Chief Netnographer - Hyve AG (DE)
Pablo Sánchez Kohn, Founder & Managing Director - IQ 2.0 (AR)
Sorel Radu, Managing Partner - eResearch Corp (RO)
Corneliu Vilsan, Managing Partner - eResearch Corp (RO)
Lars Holmgaard Christensen, Head of Research - Danish School of Media and Journalism (DK)
Chris Mavergames, Web Operations Manager/Information Architect - The Cochrane Collaboration (DE)
Andrius Suminas*, PhD student in Political Communication - University of Vilnius (LT).
Ximena Alarcón*, Research Fellow, Institute of Creative Technologies - De Montfort University (UK).
Perrin Ogun Emre, Lecturer - Kadir Has University (TK).
Dominique Spindler (Exhibitor) - Taylor & Francis (UK).
Kostas Zafiropoulos (DP), Assistant Professor - University of Macedonia (GR)
Miriam Pastor, Qualitative Consultant - A Piece of Pie (ES)
Carla Montane, Qualitative Consultant - Block de Ideas (ES)
Luisa Fernandez, Qualitative Researcher - Freelancer (ES)
Francesco Di Credico, Consultant - LiveXtention (IT)
Bryan Mark Urbsaitis, Lecturer - City University of New York (US)

Proudly supported by:

QRCA’s Global Outreach Scholarship (Qualitative Research Consultants Association)

 

Each year QRCA’s Global Outreach Scholarship offers an international qualitative researcher an exciting opportunity – the chance to attend the QRCA Annual Conference and experience our Association’s unique culture of learning and sharing.

Candidates are now being sought for the 2010 Scholarship. The recipient will receive free conference registration (worth up to US$1,375), and reimbursement of up to US$1,000 for travel expenses to attend the QRCA Annual Conference, October 13-15, 2010 in Philadelphia, PA.

If you work internationally, or have colleagues and contacts around the world, then please tell them about the Scholarship and encourage them to visit the QRCA website at http://www.qrca.org or to contact Darrin Hubbard at assistantexdir@qrca.org to find out more.

The closing date for applications is Friday June 4, 2010.

 

via Ricardo López,  Hispanic Research Inc.

Neo-observational research: ethnography and social media nethnography

Smartees are a new smart food for clever researchers. They’re a series of free half-day workshops at InSites Consulting and they’re about learning and sharing knowledge. Each session promises a different flavour, and you’ll be sure to take away ideas and practical techniques for better marketing.

The next Smartees session - Connected workshop - is planned for 08 April 2010 in Rotterdam (NL). One of the topics to be covered is Neo-observational research (see below)

10:00	Welcome
10:15	Meet the 'contemporary' consumer (by Tom De Ruyck, Senior R&D Manager) Empowered: they have the means to make or break brands on a scale never seen before. They choose what they talk about, not the marketers. Cosmopolitan: they switch very quickly between online and offline, blend work and private life and are part of a global social web. They have become very difficult to grasp. Co-Creator: they have become part-time marketers. Emotional: decisions have always been strongly guided by emotions, now tapping into them has become easier. We need new research thinking & acting for better marketing decision making. By using advanced methods and a careful selection & fusion of research design, you're able to better grasp today's consumers.
12:00	Lunch
13:00	So how to go from here? (by Annelies Verhaeghe, Senior R&D Manager - ESOMAR Young Researcher 2009) Let's get connected: Surveying: bringing qual in quant Discussions: online discussion groups, online 1/1 & duo bulleting boards and research communities Neo-observational research: ethnography and social media nethnography Fusion research: getting a 360 degree view on your consumer by combining and applying new techniques and skills
17:00	Networking & drinks

Pepsi: co-creación, marketing y responsabilidad social

Escrito por Enric Cid via NetQuest

Pepsi ha lanzado una iniciativa de responsabilidad social corporativa que recoge los principales principios de la co-creación: libre participación para aportar ideas y votarlas, con importantes incentivos (más de un millón de dólares) para premiar/financiar las mejores. Cada mes se seleccionan ideas en las siguientes categorías: salud, arte y cultura, asistencia social, medio ambiente, comunidad y educación.

¿Puede un refresco hacer del mundo un lugar mejor?

Great Book: Netnography - Doing Ethnographic Research Online

Sample Chapters

CULTURES AND COMMUNITIES ONLINE http://www.uk.sagepub.com/upm-data/31333_01_Kozinets_Ch_01.pdf

UNDERSTANDING CULTURE ONLINE http://www.uk.sagepub.com/upm-data/31334_02_Kozinets_Ch_02.pdf

Explores the discipline of 'Netnography' - the conduct of ethnography over the internet - a method specifically designed to study cultures and communities online . This book surveys the research on online cultures and communities, focusing on the methods used to study them. It is suitable for researchers and students in social sciences.

With as many as 1 billion people now using online communities such as newsgroups, blogs, forums, social networking sites, podcasting, videocasting, photosharing communities, and virtual worlds, the internet is now an important site for research. This exciting new text is the first to explore the discipline of 'Netnography' - the conduct of ethnography over the internet - a method specifically designed to study cultures and communities online. For the first time, full procedural guidelines for the accurate and ethical conduct of ethnographic research online are set out, with detailed, step-by-step guidance to thoroughly introduce, explain, and illustrate the method to students and researchers.

The author (Robert Kozinets) also surveys the latest research on online cultures and communities, focusing on the methods used to study them, with examples focusing on the new elements and contingencies of the blogosphere (blogging), microblogging, videocasting, podcasting, social networking sites, virtual worlds and more. This book will be essential reading for researchers and students in social sciences such as anthropology, sociology, marketing and consumer research, organization and management studies and cultural and media studies.

More about the author:

Robert V. Kozinets is an Associate Professor of Marketing at York University in Toronto. He has co-edited a book entitled Consumer Tribes. He has published over 60 chapters and articles in leading journals such as Journal of Consumer Research, Journal of Marketing Research and Journal of Contemporary Ethnography.