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ESOMAR Conference papers
Int. Journal of Market Research
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New insights from practice: Exploring online channel management strategies and the use of social media as a market research tool
Philipp 'Phil' Klaus, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 829-850
The concept of online customer experiences, and in particular the role of social media in online customer behaviour, has recently received great interest from academia, business and market researchers alike.
The concept of online customer experiences, and in particular the role of social media in online customer behaviour, has recently received great interest from academia, business and market researchers alike. Despite the belief that social media, imbedded in a corresponding online channel strategy, can be the key to successfully track and analyse consumer behaviour, most of the research focuses solely on the consumer rather than the companies’ strategic viewpoint. This study investigates current online channel management strategies of retail banking services, developing a much-needed typology of such practices. Based upon a thorough and rigorous data analysis process, we propose a typology of online channel strategies. The typology differentiates existing practices into initiators, reformers and consolidators, and discusses the differences between these categories with implications for theory and practice. We highlight the current and future roles of social media market research, and their strategic implications for the industry sector and market research in general, introducing the concept of ‘Strategic Social Intelligence (SSI)’.
Informed, uninformed and participative consent in social media research
Daniel Nunan and Baskin Yenicioglu, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 791-808
The use of online data is becoming increasingly essential for the generation of insight in today’s research environment.
The use of online data is becoming increasingly essential for the generation of insight in today’s research environment. This reflects the much wider range of data available online and the key role that social media now plays in interpersonal communication. However, the process of gaining permission to use social media data for research purposes creates a number of significant issues when considering compatibility with professional ethics guidelines. This paper critically explores the application of existing informed consent policies to social media research and compares with the form of consent gained by the social networks themselves, which we label ‘uninformed consent’. We argue that, as currently constructed, informed consent carries assumptions about the nature of privacy that are not consistent with the way that consumers behave in an online environment. On the other hand, uninformed consent relies on asymmetric relationships that are unlikely to succeed in an environment based on co-creation of value. The paper highlights the ethical ambiguity created by current approaches for gaining customer consent, and proposes a new conceptual framework based on participative consent that allows for greater alignment between consumer privacy and ethical concerns.
Identifying the real differences of opinion in social media sentiment
Annie Pettit, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 757-767
This study examined the differences in social media sentiment based on author gender, age and country.
This study examined the differences in social media sentiment based on author gender, age and country. After creating ten category-generic datasets, millions of social media verbatims from thousands of websites were collected, cleaned of spam, and scored into five-point sentiment scales. The results showed that women exhibit more positive sentiment, older people exhibit more positive sentiment, and Australians exhibit more positive sentiment, while Americans share more negative sentiment. The differences were small but clear, suggesting that research methodologists should apply correction factors to ensure that their results more accurately reflect differences of opinion as opposed to differences of word choice. Business users of social media data can be reassured that correction factors are not required to improve the accuracy of their research.
Humanising big data: Applying a qualitative analysis lens to big data
Vartika Malviya Hali, Anupama Wagh-Koppar and Sandeep Arora, ESOMAR, Qualitative, Valencia, November 2013
This paper proposes a way of reconciling Big Data and qualitative analysis in order to make the most of both.
This paper proposes a way of reconciling Big Data and qualitative analysis in order to make the most of both. These are contrasting approaches to analysis: Big Data is a world of size, dynamic data, vast trends, patterns and predictions; and qualitative analysis is a world of in-depth enquiry, causality and descriptions. The need to adopt a new mindset, retain the quintessential research approach and suspend the 'Traditional Qualitative Agenda' to analyse Big Data is addressed. Using technology solutions combined with traditional methods can deliver useful insights in real time for innovation teams in the emerging world.
Freedom to reveal or freedom to project?: An exploration of modern identity
Peter Totman, ESOMAR, Qualitative, Valencia, November 2013
This paper discusses how a social media persona relates to a person's 'real self', seeking to understand the balance between the freedom of the internet creating an opportunity for self expression versus a projection of an aspiration.
This paper discusses how a social media persona relates to a person's 'real self', seeking to understand the balance between the freedom of the internet creating an opportunity for self expression versus a projection of an aspiration. The findings from a research study are explained, detailing understanding of modern identity and exploring the implications of online qualitative research. Several different online groups are identified by behaviour and attitudes. Online social 'norms' are discussed in relation to the value of 'likes' and comments on social media. The findings are then placed in the context of wider research in social psychology.
Breaking news from the BBC: Truly global editorial insight that revolutionises
Anne Barnsdale and Lisa Bachmann, ESOMAR, Qualitative, Valencia, November 2013
This paper describes a research project by the BBC World Service which involved developing a digital ethnographic network in order to observe 'real' news consuming behaviour around the world.
This paper describes a research project by the BBC World Service which involved developing a digital ethnographic network in order to observe 'real' news consuming behaviour around the world. The project brings together a multidisciplinary team to understand how technological conditions and political conditions and power structures are shaping behaviour. The team also observes social sharing, attempting to understand what shapes and drives this. Data is gathered through a digital media diary that asks participants to explain their actions as they take them. This method also allows the research team to pose direct questions to participants. In the 12 months it has been running, the project has informed digital innovation and challenged editorial leaders to review their output on news stories as they happen, working across language, theme and organisational boundaries.
Qualitative data, integrative frameworks, and the prospect of strategic impact
Jeffrey Hunter, ESOMAR, Qualitative, Valencia, November 2013
This paper describes changes in qualitative research as traditional forms decline and new forms gain popularity.
This paper describes changes in qualitative research as traditional forms decline and new forms gain popularity. In recent years a number of large agencies and client companies have moved away from focus group research, while methods like 'social media listening' have developed. There has also been a push to better integrate disparate forms of data to provide greater strategic impact. This paper creates a framework for the inclusion of qualitative data in a way that is likely to increase its strategic impact.
Cotton or Nothing: How consumer research created an experiential campaign for a natural fabric
Geoffrey Precourt, Event Reports, The Market Research Event, October 2013
This event report explains the challenges faced by Cotton Incorporated, the not-for-profit cotton industry body, and how research has been used to understand consumer wants.
This event report explains the challenges faced by Cotton Incorporated, the not-for-profit cotton industry body, and how research has been used to understand consumer wants. Cotton has rapidly increased in price, with this leading to clothing manufacturers using cheaper synthetic materials. Research by Cotton Incorporated analysed comments on retail websites on various clothing products, finding that consumers were dissatisfied with synthetic materials, viewing them as lower quality. The organisation's long running ad slogan 'Fabric of Your Life' was replaced with 'Nothing at All'. A stunt at New York Fashion Week 2013 involved 'naked' mannequins marching through the city declaring 'Wear Cotton. Or Wear Nothing At All'. This campaign was further developed with a stop motion film and a grass-roots movement.
Find the right social data
Amy Avery, Admap, October 2013 , pp. 40-41
This article discusses the problem of social listening tools which are unable to correctly analyse the human emotions expressed, how tools are developing to allow this to happen, and what value this kind of tool offers to brands wishing to understand campaign ROI.
This article discusses the problem of social listening tools which are unable to correctly analyse the human emotions expressed, how tools are developing to allow this to happen, and what value this kind of tool offers to brands wishing to understand campaign ROI. 'Red Data' is the idea of finding the most useful data available, therefore simplifying Big Data and generating understanding. Social listening tools have often incorrectly categorised social media exchanges or missed the subtleties of sentiment expressed. However, developments in this area will allow brands to better understand what discussion topics drive business, determine which messages matter, and measure the ROI of campaigns. They may also help brands understand how social conversations impact on them and to create an indicator to predict performance.
The Sound of Big Data: Understanding a day in the life of a sound listener
Nadines Guhlich, Rey Farhan and Alistair Hill, ESOMAR, Congress, Istanbul, September 2013
This paper details research by SoundCloud, the audio distribution platform that sought to understand SoundCloud users' behaviour through mobile research.
This paper details research by SoundCloud, the audio distribution platform that sought to understand SoundCloud users' behaviour through mobile research. SoundCloud has a vast amount of data regarding usage of its platform, but wanted to understand offline behaviour and how this interacts with the platform. Research participants completed time diaries through their mobile phones and the information they provided was combined with data on their usage of the platform. This approach has the advantage of more accurately recording what respondents are doing as they tend to have their mobile phones with them at all times and are able to record their activities immediately. Combining Big Data, consumer research methodology and mobile device data gathering allowed SoundCloud to gain an holistic understanding of consumers, including different usage behaviours at different times of day and weekends, what motivated people to listen, and why they shared music online.
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