The Community Enthusiast: Source code revealed

1 1 EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower

The Community Enthusiast:

Source Code Revealed

Listen. Learn. EmPower

www.empowerresearch.com

Debjani Deb Managing Partner

http://www.iirusa.com/research/

Historically, market research involves collecting, analyzing & generating

insights from qualitative & quantitative data

Depth Interviews

Paired Depths

Triads

Mini-Groups

Focus Groups

Observation

Workshops

Face-to-Face Interviews

Telephone Interview

Omnibus Survey

Online Survey

Postal and Self-

Completion Survey

Time Consuming Expensive $

2 EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower


Of late, social media has emerged as a rich repository of spontaneous

user sentiments on category and brands

66% 14%

Of online

Americans now use

social media

14% either publish a

blog/ web page or

upload video/ audio

21% post ratings or

comments in

online forums

31% post updates

social networking

sites

31% 21%

28% 26% 18% 26% 17%

Travel Apparels Personal Care Food/Beverages Groceries

HOW MANY TURN TO SOCIAL MEDIA WHEN MAKING PURCHASES

Sources: www.sanfranciscosentinel.com, www.blogs.forrester.com, Knowledge Networks – May 2010



Social media listening isn't only replacing some survey

research but also making it harder to do by changing

consumer behavior and expectations.

"The more people see two-way engagement and being able to interact with

people all over the world, I think the less they want to be involved in

structured research," she said. "If I have something to say to that company

now, there are lots of ways to say it.“

"But we need to get away from the notion that being representative of

something is the only way to learn," she said. "I still hear people say, 'That

social-media thing, that's not really going to pan out.' We will learn

enormously whether [social-media samples are] representative or not."

Joan Lewis Global Consumer and Market Knowledge Officer, P&G

4 4 4 EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower

“ “

However, understand the pros and cons

Cons Pros

Data is highly unstructured May not get specific response to questions we seek to answer Origin of declaration often unidentified Represents only that population that is online and chooses to express an opinion

Spontaneous primary opinion

reflecting behaviour attitude and

interest

You can tap “latent” needs/

opinions that have been expressed

pro actively

You save on costs

You save on time

Social Media can be an agent for deriving deep insights if one can convert unstructured data to a structured form

Co

nclu

sio

n


Market is moving from a pure tool based listening to insight generation

Garbage in –

garbage out

Understands

content but not

Context

Tool Generated

Listening

Like a focus

group, the first

stop for online

research

Triggered instead

of being

spontaneous

Community

Listening

Going to where the

DISCUSSION is

NOT biasing by asking the

question

Research Benefits

True Insights from

World at Large

1

2


So how does one enable focused community based learning?

Tools for aggregating

across communities of

interest

Methodology and

processes to harness

online opinions with

statistical significance

Insight generation

and learning through

human analysis


Patterns and Perception key to bringing structure to the unstructured

EmPower uses pattern

recognition tool for

iterative search string

refinement and

human/analyst analysis

for theme identification

Topics of

discussion around

Brand / Category /

Stakeholders

Sub topics within

Brand / Category /

Stakeholders

Pattern

recognition

tool

Perception or themes : What is

in the consumer’s mind

share for Brand / Category

Human analysis

Pattern

Recognition

Perception

Identification


3 ways of using community based learning

1

2

3

Precursor to traditional research

Alternative to traditional research

Augment traditional research


Applications are seen across different types of communities

Hobby

Communities

1

Influencer

Groups

3

Advocacy

Groups

4

Ethnic

Communities

5

Stakeholder

Communities

2

Enquiry

Forums

6

Ideation

Forums

8

Event

Communities

7

Integrating

Community

Data

9


1: learning about target audience hobbies for better

engagement strategy

Impact

30% increase in target

segment engagement

Client

Global leader in

aerated beverages

Their need

To identify top online platforms

to engage target segment

Music

Movies

Sports

Top hobbies / interests

Communities Inbound Visitors

Yahoo!Music 119825 7.4M

Allmusic 11603 391K Solution

Identify top online

communities of interest and

understand behavior in these

communities

41%

41% discuss

beverages in

online

communities

26%

26% expressed

health concerns

from aerated

beverages

19%

19% liked a new

flavor and

recommended to

friends

2: better stakeholder segmentation by listening to focused

online communities

Client

World’s leading baby

care brand

Their need

Customized campaign

messaging targeted at Gen-Y

moms

Solution

Analyzing chatter in Gen-Y

mom communities revealed 8

different segments of moms

1 Yummy Mummy:

Highly emphasized on nutritional aspects of food

3 Sponge Mom:

Put their own needs aside for kid’s welfare

4 Economy Mom:

Discounts, coupons attracted economy mothers

Coach Mom:

Encourages leading disciplined life at an early age 2

5 Green Mom:

Identified to be environment-conscious

DIY Mom:

Moms prefer doing things themselves for their kids 6

7 Ever Connected Mom:

Mothers who are updated with modern technology

Safety Mom:

Always on the lookout for prevention of diseases 8

Impact

A new campaign which

led to 12% sales growth

3: learning about communities which influence your target

segments

Impact

16% increase in POME

customer base

Client

World’s leading male

grooming brand

Their need

To engage influencers at point

of market entry (POME)

Solution

Quantify influence parameters

like awareness, engagement,

impact etc. to gauge

influence

Ac

tio

n

I n f l u e n c e

Music

Technology

Gaming

Personal

fulfillment

Work-life

balance

Peers Parental

Celebrities

Social

Relationships

Activities &

Lifestyle

Self

Actualization

4: tracking impact on brand equity and consideration by

advocacy groups / communities

Client

A leading confectionary

manufacturer

Their need

Gauge impact on brand

reputation owing to online

campaign by environmental

advocacies

Solution

Track brand KPIs in correlation

with brand loyalty to measure

impact of the campaign

Impact

Increased awareness led

to 37% more first-timers

Week 1 Week 2 Week 3 Week 4

Increase in Awareness Sentiment

Negative

Sentiment

Loyalist First timers

Switchers

5: understanding ethnic cultural values and nuances by

studying corresponding communities

Impact

Re-branded their cookies

as gifts for occasions

Client

A leading CPG

company

Their need

To learn about Chinese need

states related to cookies

Solution

Listening to Chinese

communities for associations

of cookies and how they vary

by occasions

Why ?

• Gifting

• Leisure

• Nutritional value

Need states

With Whom ?

• Family

– Children

• Friends

How ?

• Eaten with milk

during breakfast

and before

going to bed at

night

Sales alerts Service alerts

6: alert mechanism for better handling of customer service

queries and sales opportunities

Client

Global leader in data

storage solutions

Their need

Utilizing online queries for sales

and service fulfilments

Solution

Monitor technology forums

and define rules for auto alert

mechanism

Impact

Client C-SAT went up by

a staggering 42%

ENABLE ACTION

Engagement alerts

Determine

Pain areas related to customer services

The most important product attributes for

exceeding end user expectations

Develop

Strategies that addresses enduring

customer service needs and expectations

7: expectation management by listening to niche communities

on event / launches

Impact

Early alert on competitor’s

much greater popularity

Client

One of world’s top

Pharma company

Their need

Measure euphoria around

their new drug launch

Solution

Quantify sentiments ,

awareness and benchmark

against competitor’s pipeline

drug

Competition drug in

pipeline

Launched

drug

Sentiments -Ve +Ve

Aw

are

ne

ss

Lo

Hi

8: idea generation and white-space identification by listening to

category discussion communities

Client

World’s largest wellness

company

Their need

Identifying new opportunities

in the health and wellness

space

Solution

Listening to category

discussions on new emerging

associations of wellness

Impact

Revamped product R&D

as per new associations

Cholera

Healthcare

Vaccination OTC drugs

Naturopathy Energy

Drinks

Chinese

Medicines

H1N1

Beauty

Moisturizing

Exfoliate

Glowing Skin

Nature

Spa

Manicure

Green

Ecosystem

Environmental

Cleansing

Hands

Manicure

Regular

Shower

Hygiene H1N1

Security

Meditation

Regular

Shower

Spiritual

9: understand voice of your customers by integrating internal

data with community based listening

Impact

3 major CE improvement

areas were identified

Client

Global leader in

currency cards

Their need

Quantify customer experience

and identify improvement

areas

Solution

Integrate internal IVR, sales,

service data with social media

feedback

30%

48%

26%

58%

33%

59% Service

Security

Respect

Safe

transactions

won customer

confidence

Unhappy about

verification

charges

premium

cards

provided

were

admired

Sentiments (%)

Client Competitor


Unbiased

Insights

Cross-Stakeholder

Solutions

Lesser

Cost

Re-scoping

Flexibility

Global

Reach

Lesser

Execution

Time

Agile and

De-risked

Real-time

Insights

Social

Media

Research

Benefits of listening to online communities over traditional research


Primary research vs. social media costing: an illustrative case

Primary Research Elements Social Media Research Elements

Component Complexity

Sampling High

Questionnaire Design High

Questionnaire Administration High

Honorariums

Data Analysis Medium

Approx Cost $ 40,000

Approx Execution Time 8 -10 weeks

Component Complexity

Sampling High

Questionnaire Design NA

Questionnaire Administration NA

Honorariums NA

Data Analysis High

Approx Cost $ 20,000

Approx Execution Time 4 - 6 weeks

Sample Size = 200 Sample Size = 200

Understanding physician opinion/issues faced on COPD category

in UK, Germany, France, Spain and Italy. Project Scope

What is needed to kick-start your online community led research

1 Well-defined research problem that fit

the criteria


2 Adequate conversation volumes

3 Understanding of possible shortcomings

and cross functional buy-in

4 A reliable methodology for harnessing

data with statistical significance


Contact Information

Debjani Deb

[email protected]

Pharmaceuticals

Health Care

Advertising Communications/

Public Relations High Tech/

Telecom Retail/CPG Financial

Services

Listen. Learn. EmPower

www.empowerresearch.com

The Community Enthusiast: Source code revealed

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