The New Market ResearchLisa Joy RosnerCMO, NetBase

August 17, 2011@lisajoyrosner/@Net_Base

Presented for:

Disruptive Technology

Digital Native

of the data in the world today has been created in the last two years alone

The average consumer mentions specific brands over 90 times per week in conversations with friends, family, and co-workers. (Keller Fay, WOMMA, 2010)

53% of people on Twitter recommend companies and/or products in their Tweets, with 48% of them delivering on their intention to buy the product. (ROI Research for Performance, June 2010)

Generate hypotheses

Uncover unmet needs or use cases

When to Use Social

Audience profiling

Track performance…

yours AND your competitors!

Not My Consumer!

Everyone is on Social

Different Approaches

I know Listerine kills germs because it hurts.

Keyword Search

I know Listerine kills germs because it hurts.

Text Analytics

Natural Language Processing

PositiveAttribute

Keyword Keyword Keyword Keyword Keyword Keyword

Brand NegativeWord

NegativeWord

NegativeWord

BrandReason

I know Listerine kills germs because it hurts.

This iPhone has never been good.

The iPhone has never been this good.

Burn Burn

Triangulation is a Must

Social Data Quantitative Research

Qualitative Research

CRM

Jell-o Temptation

OREO

Occasion Based Marketing

Product Innovation

Relating Sales and Social Data Greek Yogurt

BI data

Social data

RewardNew Messaging

OxidizationEarly-warning system for brand

weightwatchers.com 3%

forum.bodybuilding.com 4%

twitter.com 48%

Understanding user and influencer networks Body Builders

Competitive Intelligence

Building Sales Targets

“Should you do social media? That’s like someone asking if they should buy a light bulb after electricity was invented.”

Dana Anderson SVP Marketing

Kraft Foods

“Traditional survey research needs to evolve and transform. The future of market research is increasingly about listening to what consumers are already saying.”

Stan Sthanunathan VP Strategy and Global Insights

Coca-Cola

Questions?

Thank you!lrosner@netbase.com/@lisajoyrosner/@Net_Base