Video: Using Crowdsourcing for Unstructured Market Research

 

Lynne d Johnson, SVP Social Media, The ARF interviews Kevin Lonnie — President, KL Communications about using crowdsourcing for unstructured market research.

Using Crowdsourcing for Unstructured Market Research from The ARF on Vimeo.

Internet, el medio elegido por los argentinos para mantenerse informado

A la hora de elegir un único medio de comunicación para su vida cotidiana, el 42,8 por ciento de los encuestados en la Argentina optó por la web, según un sondeo realizado por Ibarómetro para la agencia y productora digital SG2. La empresa consideró que internet se convierte en una herramienta cada vez más decisiva para construir la reputación de las marcas.

El estudio reveló que más de la mitad de los usuarios de Internet buscan en la red la información sobre las marcas que les interesan.

Con respecto a la validez de estos datos, el 39,4 por ciento cree que la información más fidedigna está en los sitios oficiales mientras que, para el 34,3 por ciento, el principal referente es Google.

En cuanto a los contenidos de los websites de las empresas, el 34,7 por ciento de los usuarios prefiere servicios que le sean útiles, el 22,1 por ciento contenidos que le interesen y un 15,6 por ciento que se le brinde una presentación y datos del producto/servicio.

Con respecto a las compañías con mejor presencia online, la número uno fue Nike (con el 12,6 por ciento de los votos), seguida muy de cerca por Google, (12 por ciento) y en tercer lugar Sony, que obtuvo un 6,7 por ciento.

Casi siete de cada diez internautas manifiesta ser usuario de alguna red social, los segmentos demográficos más propensos a usar este tipo de aplicaciones son los jóvenes y las mujeres.

El 47,4 por ciento de los encuestados declara ser fan de alguna marca y afirma haberse hecho fan porque le gusta la marca, un 22,5 por ciento lo hizo porque le interesaron las promociones, mientras que el 21,6 por ciento fue por recomendación de un amigo.

El 42,2 por ciento de los entrevistados sostiene que el celular será el dispositivo por el cual las personas se conectarán mayormente a Internet, mientras que el 41,3 por ciento señala a la computadora personal.

A pesar de estas perspectivas, actualmente el 80 por ciento de los encuestados no utiliza su celular para navegar por internet.

 

Fuente: Prensanet.com.ar

La encuesta fue realizada por Ibarómetro, en mayo de 2010, en el área Metropolitana de Buenos Aires a personas mayores de 18 años residentes en hogares particulares con teléfono fijo.

Se realizaron 1.600 casos con una muestra estratificada por población (según representatividad electoral de CABA 24%, Primer Cordón de GBA 29% y Segundo Cordón de GBA 47%), cuyos datos fueron ponderados según Sexo, Edad y Nivel Educativo Alcanzado.

IAB Spain presenta el informe de Tendencias de mercado laboral en el sector de la publicidad digital

IAB Spain, Asociación que representa al sector de la publicidad digital en España, ha lanzado hoy el Informe de Tendencias del mercado laboral en el sector de la publicidad digital, elaborado en colaboración con Bauna y con Cool Insights,  bajo la dirección técnica de Víctor Gil.

El informe nace con el objetivo de dar a conocer las claves del mercado laboral para uno de los sectores de mayor crecimiento de la economía, como es el de la publicidad y el marketing digital, analizando aspectos como la satisfacción con el empleo, la remuneración, la rotación laboral, la formación y los perfiles más demandados, entre otros.

Se trata de la primera edición del informe, lanzado bajo la línea de investigación de IAB Spain Research, y que adquirirá una periodicidad anual con el objetivo de que se convierta en el informe de referencia a la hora de analizar la salud del mercado de trabajo del sector del marketing digital.

Leer más: Puro Marketing

Tendencias del mercado laboral en el sector de la publicidad digital

View more presentations from IAB Spain.

AQR Training Course: The Essential Guided Tour to the Universe of Online Qualitative Research

Marketers Find Web Chat Can Be Inspiring

Devising Campaigns, IBM, Harrah's Are Guided by What Consumers Are Saying—or Not Saying—Online. Wall St Journal, Media and Marketing By EMILY STEEL

IBM and a handful of other major marketers, including casino operator Harrah's Entertainment and software giant Microsoft, are experimenting with developing ad campaigns based in part on what consumers are chatting about on the Web.

For decades, advertisers have relied heavily on sometimes-dated consumer surveys and focus groups to provide grist for their ads. Now, some are using new technologies to scan the Web for key words to find out what consumers are—and aren't—saying about their brands.

Then, they are incorporating those findings into their more-conventional research and using them not only to choose the overall themes of their marketing campaigns, but also specific text and photos for their ads.

Once the campaigns are up and running, the companies and their ad firms are using the same Web-scanning technologies to gauge consumer reaction to their messages, and to fine-tune them to boost performance. In creating a recent campaign for its Lotus business software, IBM and its ad agency, Ogilvy North America, tapped sources ranging from consumers' Web searches to the comments they posted on video sites like Google's YouTube to their conversations on social-media sites like Twitter.

'Market research is too important to be left to the market research department' Seth Godin

Everyone can now do DIY research and many marketing people are - sometimes just for simple answers to simple questions. They may not even see it as research, just curiosity or looking for a steer, some basic information, some fresh data. They are getting to see the benefits of market research, even if they don't know it yet. Those that have access to online communities are using them as a resource for asking qualitative questions - and are getting quick and timely replies. There are ever increasing numbers of online research products that are being sold directly to marketers or digital agencies. MR departments are doing more work in-house - but all of this is not the end of qual - it's a huge opportunity.

This is a challenge to traditional qualitative research, which needs to expand its skills and professionalism into the online universe. Clients are showing us the way; we need to meet them there if we are to maintain our role and our relevance as trusted advisors.

So the guided tour will cover much more than simply transposing traditional qualitative techniques online; it's a complete orientation to what¡¦s out there and how it can be used.

Listening: harvesting and analysing qualitative information from the web.

Where does the data come from and how robust is it?

Are clients just listening to the conversation or really hearing what is said?

If you have been on this planet for the last couple of years you will know that marketers are all busy 'listening to the conversation'. You will see that the definitions of 'listening' mainly involve the tools for doing so rather than the ability to hear what is being said.

A large range of (often free) tools are available to search, retrieve, track, count, monitor and analyse information from blogs, social networks, websites, video clip sites etc. You will have a list of these to try for yourselves.

Many organisations are using professional dashboards to constantly monitor their brands and you will soon be getting briefs that include this sort of data. But where does it come from and how robust is it?

Using social media to conduct research

Ways of doing research from inside social media platforms that are not covered by any of the other sections.

Webnography, Netnography or e-ethnography

So new it doesn't even have a real name yet. What is the value and what are the dangers?

Pure Netnography is the study of naturally occurring groups on the web - e-communities, such as user groups. It's the gold dust of spontaneously given information. As in real life it can be participant ethnography where you actively engage, or purely observational. Both are hugely valuable but also fraught with ethical, validity and data protection issues.

Ethnography lite tools and platforms; (including mobile phone apps) and immersive online research

Imagine doing accompanied shopping, shaving, or surfing, without you having to be there. Would you get better quality data or worse, if you left it up to the respondent to narrate their expereince to you?

Ethnographers would be offended at the idea that a few weeks interaction with participants counts as research, so lets call these tools 'ethnography lite', as in observation and/or capture of experiences in the field. Examples are:

* Text message or camera phone postings to message boards (see BBFGs below) to capture how participants are feeling or what they are doing in-the-moment, without intruding or following people around. Others may then comment on these. The postings could also be in the form of word and picture or video diaries or blogs.

* In situ narrations using mobiles to capture descriptions of experiences, or wireless webcams that can record behaviour, words and expressions in various settings.

* The above can also be used for pre-and post tasking.

For immersive research participants may be given a series of tasks to engage in and report on. Some providers include online tools for image and video analysis and editing. The methods are contextual, can be sustained over a period of time and involve rich media such as images and video.

Bulletin board focus groups (BBFGs) and private social networks

The surprise star of the online qualitative research world. Find out why.

These are Asynchronous formats and platforms -questioning and responding by voice, text, image or video in participants' own time. With Web 2.0 people can interact without physically being there at the same time, making it more convenient for them to participate and overcoming some of the limitations of instant chat formats. Particularly good for longitudinal research. Variations include:

BBFGs Bulletin board focus groups / forums

A moderator posts questions (by text, video or phone message) and participants respond on a private message board in their own time. The moderator can allow them to see and comment on others' responses, as well as uploading stimulus material and asking respondents to upload photos/videos. We will be using a professional platform to demonstrate the capabilities in the 3 day BBFG.

Also Blog groups and MEGs Moderated email groups.

Online focus groups (OFGs) chat and audio-visual

Replicating focus groups - synchronous or in real time, with one or two moderators.

Can you get emotions if you can¡¦t see the respondents? How do you keep them engaged in the task? Do they interact less than face to face groups and why might that be a good thing?

The most recognisably traditional format, these take place in a virtual 'group room' where people meet at an appointed time and respond in real time to questions and stimulus. Clients can also watch and listen in and send notes to the moderator!

We will be running a chat OFG as part of the De Luxe tour. Not only will you get a good idea of how it is to be a respondent, the group will show you how to make the most of this methodology.

Online tools that replicate offline tasks (e.g. for pre and post tasking)

You don't even need to think in terms of groups anymore; if you just want a quick reaction to some stimulus material you can put it online and ask a set of participants to mark it up and comment on it. You could use it as a pre-task, a post task, or simply as a stand alone. There are various platforms available - we will be trying one as part of the course. There are others for collaging, concept building, laddering etc.

Online communities for market research (MROCs) and other purposes

Unlike the 'naturally occurring' communities of net/webnography there are many communities specifically created for brand advocacy, customer relations management and ongoing research (MROCs - Market 

Research Online Communities). They can last for months or years. Unlike panels, these have a social, interactive centre, allow/encourage members to start their own discussions, and are actively moderated, managing relationships and group dynamics - even with larger communities numbering 100's or 1000's. MROCs can be used quantitatively like panels, but also questions/tasks/issues can be posted daily, and will be discussed by smaller groups of people who find them most interesting or relevant, making them in effect a qualitative tool.

Creativity, Co-creation, and Crowdsourcing

New opportunities for creative thinking that don¡¦t require a workshop venue and several flipcharts.

All of the above methods make it easy to involve designers and clients in the research and creation process, although some brands set up websites that are specifically about asking consumers / designers/ specialists to share their ideas and knowledge.

Crowdsourcing is tapping into the collective intelligence of a broad audience to complete tasks traditionally done by a single person or small group. Generally done using the Internet, Crowdsourcing is being used for a variety of tasks in marketing, product design, development and other areas. It is claimed that solutions are found more quickly and that solutions from 'outsiders' can be more apt.

P& G famously uses 'open innovation' with a range of partners for R&D. InnoCentive is a leading website where solution seekers can post their questions. Crowdsourcing is also used for Government planning (transit system for Salt Lake City) and non-profit organisations.

Predictive market models

Why we can stop asking people to tell us what they think and do.

A very brief look at how the possibilities of online research are changing thinking about how research itself can be carried out. Along with the rise of behavioural economics, which favours the experimental model of research, it points to a decline in the value of actually asking people about what they think and do.

Cost: From £225 for AQR Members

TO BOOK - EMAIL PARTNERS IN DEVELOPMENT partners@mikeimms.co.uk

Venue: Central London TBC
Date: 16 July 2010

Profesionales de la Investigación de Mercados Online de Iberoamérica inician movida Twittera

Gracias a la propuesta que hizo David Atanet (@d_atanet, Senior Research de GfK Media, España) a Enric Cid (@posicionarse, Global Business Development de Netquest), surgió Research & Twitts (@researchytuits) con el objetivo de ser un "espacio de encuentro para que investigadores de mercado de habla hispana (e interesados en Iberoamérica) que usamos Twitter conversemos sobre nuestra industria y el impacto de Internet en ella".

De inmediato y muy entusiasmado, creé nuestra cuenta de Twitter para hacer realidad la iniciativa. L@s primer@s en sumarse fueron @ediazrms @MkInternacional @santillobet @Linaceballos @vivirocco @chinoliors @pablo_sanchez_k @netquest @Wikonsumer y esperamos que no pase mucho tiempo hasta que lleguemos a ser cientos de twitter@s activos. 

 Aquí casi tod@s los que apoyan la "movida" durante las primeras 24 horas:

Los próximos pasos serán la creación de un blog colectivo y tener nuestro 1er. Encuentro de Desvirtualización. 

Los canales están abiertos para ideas, propuestas, quejas subversivas, activistas y "social media evangelists" de la investigación de mercados online que deseen aportar.

Para ir pensando y compartiendo: 

¿Cuándo y dónde nos "desvirtualizamos"?

¿Qué formato le damos a los encuentros? ¿"Desconferencias"?

¿Quién puede diseñar un logo más "pro"?

¿Alguien se anima a crear el blog colectivo?

¿Alguna empresa o instituto de investigación que quiera patrocinar Research & Twitts?

¿Qué hashtag # usamos? ¿Quizás "rtwitts"?

¡NOS VEMOS EN TWITTER!

The new bible for online research (via Australian Market & Social Research Society)

Daniel Alexander-Head from Vision Critical reviews The Handbook of Online and Social Media Research: Tools and Techniques for Market Researchers by Ray Poynter.

I have to admit that I don't think I have ever read a book specifically focusing on market research. Sure, I have read books that contain references to market research and its various methodologies, along with many an industry paper, but not an entire book about an aspect of our industry. For some reason they do not appear at airport newsstands with the likes of Godin, Gladwell, Pink etc.

So, here I sit with the final manuscript of what may well be the bible of all research online. For those of you who have seen Ray Poynter present, whether at a conference or workshop, you will know not only his ability to capture his audience, but also his extensive methodological knowledge of our industry and beyond. It would seem that if there is one person experienced enough to write on the subject of online research and social media in research, it would be Poynter.

How much can there be to say about a methodology that, in Australia, only really started taking off in the late 1990s and became grounded as a solid methodology around five years ago? Well, it would seem there is a lot; in fact, more than what one person individually could know. Staying true to the methodology that Poynter has been promoting for the last few years, he used social media tools such as LinkedIn and his website (http://www.thefutureplace.com) to invite people to participate in discussions about the topics he was tackling in the book. It appears the participants got as much (if not more),out of it as Poynter did himself.

The book is, in essence, a reference that covers online methodologies (some which no longer exist) from the early days right up to the most current cutting edge approaches that are still being hotly debated. It is not a ‘cover-to-cover' book - the more ‘tradigital' aspects will be of interest to quanties, whilst the cutting edge community side will probably appeal more to the quallies, but this is only because we have bisected our industry into these two groups. Anyone who has been participating in the book's online discussions would know that Poynter is pointing towards a convergence of the two (I like to call it Quantilative).

As with the ‘ESOMAR 26 questions for buying online' sample, this book does not dictate the exact answer, but addresses the various ways that research can be tackled, what should be observed and what should be taken into account.

Whether you are new to research, a student, an old timer brushing up on the latest methods or lucky enough to be in the driving seat of creating breakthrough technologies, this book has something for you and if it is not sitting on every desk in every research agency, then at least have one copy in the office.

The only drawback to this book (common to books tackling cutting edge methods) is that for it to stay relevant there will be a need for regular editions as the industry evolves. I look forward to participating in those future debates.

AMAZON Review:  

"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."

International Conference - Market Research in the Mobile World: The Next Frontier (#mobileMR))

About the conference:

The International conference on Market Research in the Mobile World 2010 (Twitter hashtag #mobileMR) will be held on the 2 & 3 December 2010 in Berlin. The aim of this conference is to bring together market researchers and practitioners to discuss key challenges and opportunities of using mobile data collection tools to enhance and add value to market research.

Conference format & Internet:
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. For this conference, we have specially arranged for free wireless internet usage for all delegates in the conference room.

Call for Abstracts/Presentations:

Market researchers and practitioners are encouraged to submit their presentation abstracts including but not limited to the topics of interests listed below:

• Going beyond data collection: offering richer insights, easy access, convenience and flexibility
• How to integrate mobile research into traditional research paradigms?
• Assessing the implications of mobile data collection on research design
• What are the pros and cons of conducting mobile research using qualitative and quantitative methods
• Collecting geo-location (GPS) data using mobile devices: applications and issues
• What are the ethics and validity issues with regards to conducting market research with mobile devices?
• The issue of context: how to compensate the loss of environmental information while conducting mobile research?
• Understanding when to use mobile over traditional data collection methods
• Evaluating the type of research most suitable for capturing spontaneous and immediate responses
• Developing a natural way to convey information about specific situations using mobile research
• Gaining broad and deep ethnographic insights of consumers using mobile methods
• Dealing with target groups that are less familiar with mobile devices: how to bring them closer?
• Dealing with mobile users' acceptance of mobile research: what are the effective incentives?
• Integrating social media marketing and mobile research: what are the tools and techniques?
• Convincing clients that mobile research is the future: how to 'sell' mobile research to customers?
• Developing super-fast analysis methods for analysing real-time data generated by mobile users
• Mobile data overload: how to analyse large amount of mobile data (e.g. pictures, videos) efficiently and effectively?
• Choosing the right online platforms for mobile research: what are the implications for research methodology?
• What are the challenges in building mobile and dual-mode online panels?
• Developing software applications for collecting data from mobile devices e.g. smartphones, tablet pcs (Ipads) etc.
• What are the legal constraints and limitations on the use of mobile collection methods?

Click here to register now!

Important deadlines:

All presentation abstracts will be subject to a blind review process. Members of the programme committee and advisory board will evaluate and provide feedback to your proposed presentations. Please download the abstract template (right click & save as) and fill in your abstract with information about the author(s), save it in your name and send it to events@merlien.org This e-mail address is being protected from spambots. You need JavaScript enabled to view it as Word document by 30th June 2010.

• 30 June 2010: Abstracts only (for all types of contributions)
• 25 August 2010: Acceptance notification, registration and payment
• 1 November 2010: Final Submissions (including papers & presentation slides)

*Please note that this is a single-stream conference, which means that speaker slots are limited. We encourage you to send in your presentation abstracts as soon as possible.

Programme Committee:

To ensure that the content of the conference is relevant to our delegates, members from the programme committee and advisory board members will evaluate abstracts and provide suggestions to authors for improvement of the final presentation. 

Registration Fees:

Click here to register now!

Siamack Salari -one of the keynote speakers- inviting you to "Market Research in the Mobile World"

*Limited number of bursaries are available for students & individuals from low-income countries. To request for a bursary, please contact the organiser.

Nuevas herramientas para potenciar tu investigación online - III Jornada Netquest - Junio 2010

por Joaquim Bretcha - Director de Netquest Iberia

Hace ya cinco años Netquest presentaba a los investigadores de mercado su Panel Online español basado en captación activa.

Gracias a tu confianza, en este tiempo hemos realizado más de 1,5 millones de encuestas online en miles de proyectos, hemos creado nuevos paneles y disponemos de paneles segmentados para dar servicio a todo tipo de targets.

Nuestro claro objetivo es aportar soluciones de valor para tu investigación y por eso queremos presentarte las novedades que marcarán los próximos 2 años de la investigación online. Tres nuevas herramientas que te ayudarán a posicionar mejor tu oferta de estudios online ante tus clientes y aumentar tu expertise en esta metodología.

Además, en este tiempo hemos abierto oficinas en México y Brasil y estamos creando paneles online en toda América Latina. Estamos deseando poder compartir contigo cómo se está desarrollando este nuevo reto para la compañía.


Netquest Brasil Pesquisas Online e Painéis online from Netquest Brasil on Vimeo.

Programa de la III Jornada de Netquest en Barcelona 

Redes Semánticas y Análisis de Metáforas aplicadas a la Investigación Social y de Mercados

En esta entrevista a Victor Allan (@v_allan), sociólogo del consumo y Gerente de Innovación & Metodología de Criteria Research, nos adentramos a fondo en este original enfoque de investigación cuali-cuantitativo (Redes Semánticas y Análisis de Metáforas). Su singular enfoque metodológico ya ha sido usado por compañías chilenas y globales de primer nivel como ser como Nestlé, BancoEstado, Movistar, Falabella, VTR, Banco de Chile, entre muchos otras. 

Video #1 que contiene las primeras dos secciones de la entrevista.Pronto dos nuevos vídeos.

Aquí un caso práctico del uso de Redes Semánticas y Análisis de Metáforas aplicado al estudio del siginficado profundo del Adulto Mayor, que complementa la segunda parte de la entrevista.

Redes semánticas y metáforas

View more presentations from VICTOR ALLAN.

Blog de Víctor Allan: http://victorallan.bligoo.cl/

Crowdsourcing: The Opportunity in Market Research

By Paul Marsden / Twitter: @marsattacks

Presentation at Sao Paulo, Brazil: "Collaborate, Co-Create and Innovate" Conference hosted by Philips and Brainjuicer.

Dr Paul Marsden is a social psychologist and social media strategist working with interactive marketing agency Syzygy. He is also editor of SocialCommerceToday.com, and an online PR trainer.

Encuestas Online en Cybercafés - Una solución para acceder a segmentos de NSE bajo en Latinoamérica

pa

L@s invito a ver este vídeo, en el que eC GlobalPanel -empresa de investigación online latinoamericana- presenta su estilo de trabajo, expertise y enfoque para abordar los segmentos socioeconómicos "populares" a través de Cybercafés. 

Social Media Research: Forget the Buzz, Focus on Biz

via Conversition Blog

On May 30, 2010, Annie Pettit (@LoveStats) presented the topic of social media research to a packed house at the MRIA conference in Toronto (#MRIA_AC). Enjoy the slides and leave a comment here. We’d love to hear your reactions. Even better, come see us in Boston next week at the MRA conference (#MRIA_AC). We’d love to chat in person!