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Feel Nothing, Do Nothing: Unlocking the emotional secret of online spending
Tom Ewing, Joost Vastenavondt, Koen de Vos and Orlando Wood, ESOMAR, Congress, Istanbul, September 2013
This paper explains how MasterCard, the financial services company, used research to better understand online purchasing and payment behaviour.
This paper explains how MasterCard, the financial services company, used research to better understand online purchasing and payment behaviour. Despite the vast amount of data generated regarding consumer behaviour when purchasing online, the picture is incomplete. This paper identifies two gaps - intention and emotional response - and describes research methods that aim to fill these gaps. The research helped MasterCard to develop the positioning for their online payment services, taking into account how consumers feel and how they buy.
Digital research practices from 500,000 marketers: Why some marketers succeed with analytics... and most fail
Ilya Lichtenstein and Jana Fung, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper provides an overview of how American companies are using analytics in order to identify changes in adoption of new research methods by successful marketing organisations.
This paper provides an overview of how American companies are using analytics in order to identify changes in adoption of new research methods by successful marketing organisations. The study, conducted between Q4 2012 and Q1 2013, selected three samples which illustrate differences in adoption of new technologies between slow-moving public companies and fast-growing private companies, and demonstrate trends that show bottom-up growth. The research shows that use of real-time analytics declined over the time of the study, with marketers finding the biggest challenge of big data is analysis of the immense volume. Also, while micro-surveys are effective tools, their adoption has been slow. However, use of social media in research continues to grow, yet marketers are not tracking everything they should be.
In search of digital ROI: Best practices for including digital data in marketing mix modeling
Eric Schmidt, ARF Experiential Learning, Re:Think conference, 2013
This paper examines the challenges of including digital data in marketing mix models and suggests some best practices for determining its sales impact and ROI.
This paper examines the challenges of including digital data in marketing mix models and suggests some best practices for determining its sales impact and ROI. To better understand how to make mix decisions, it considers the unique difficulties in measuring three digital media types - online display, search (paid), and social word-of-mouth (buzz). Once the metrics have been determined, they must be combined with other sales drivers in a sales response modeling framework. Results are developed in a consistent framework with 'traditional' media to allow resource allocation decisions across the entire mix.
Perceived value of Facebook fans: Measurement and accountability
Laurent Flores and Kimberly Struyk, ARF Experiential Learning, Re:think conference, 2012
This paper provides an overview of how to assess the value of a Facebook fan by utilising various metrics which measure value in terms of encouraging a reaction from a user.
This paper provides an overview of how to assess the value of a Facebook fan by utilising various metrics which measure value in terms of encouraging a reaction from a user. The authors argue the key to measurement is to think beyond what is happening behaviourally and to link this data with attitudes about the fan page content itself. Specifically, they claim there are five metrics to pay attention to when evaluating the performance and value of a Facebook fan page, which include brand involvement profiling, content consumption profile and consumer ideation report. They also argue - based on research from different brands' fan pages across the US, Europe and Asia - that when a brand is implementing a strategy towards fans (e.g. access to exclusive information) recruited members tend to be more loyal and involved with the brand.
Health 2.0: Social media as the central nervous system for learning about epilepsy
Niels Schillewaert, Annelies Verhaeghe, Rudi Van Campenhout and René Hansen , ESOMAR, Global Healthcare, New York, March 2010
This presentation illustrates how social media content can serve market research and the health care industry by means of a real-life case about epilepsy.
This presentation illustrates how social media content can serve market research and the health care industry by means of a real-life case about epilepsy. A new research paradigm of social media research is developed and outlined. Having scraped over 39,000 unique online conversations, the natural language and sentiment of people towards the disease is demonstrated.
Meeting Business Needs by Meeting Patient and Caregiver Needs: Using online communities to be an empathetic partner
Julie Wittes Schlack and Michael Jennings, ESOMAR, Global Healthcare, New York, March 2010
The online sharing of health-related information has led a grassroots revolution, with technologies like ListServs enabling physicians to share best practices, and public forums like Diabetes.org enabling information exchange.
The online sharing of health-related information has led a grassroots revolution, with technologies like ListServs enabling physicians to share best practices, and public forums like Diabetes.org enabling information exchange. But until recently, uncertain about remaining compliant with regulations governing adverse event reporting and off-label usage, healthcare providers and pharmaceutical companies have been conspicuously absent from the web 2.0-enabled conversation. This presentation shares what Communispace, a provider of private market research online communities (MROCs), and 15 of their pharmaceutical and health care clients learned about recruiting, engaging, and generating business-changing insights from patients and healthcare professionals, while remaining compliant with the myriad of regulations governing privacy, off-label usage, and adverse event reporting.
And They Lived Happily Ever After ... : Analysing user generated content on social media to increase the elderly's quality-of-life
Annelies Verhaeghe, ESOMAR, Young Researcher of the Year 2009, Global Healthcare, New York, March 2010
This presentation provides an oversight on how aging and associated health conditions affect the daily life of elderly people.
This presentation provides an oversight on how aging and associated health conditions affect the daily life of elderly people. This research project investigated the various domains in daily life where the impact of ageing is most felt, and formulated recommendations to improve the lives of elderly individuals. Social media netnography was conducted to meet research objectives, aimed at formulating actions that have an impact on the day-to-day life of elderly, and results were analyzed with the aid of text analytics.
Viewpoint - Web 2.0 and the ‘naming of parts’
Nick Buckley, International Journal of Market Research, Vol. 50, No. 5, 2008, pp. 573-574
In this Viewpoint piece, Nick Buckley of GfK NOP discusses the 'naming of parts' in relation to Web 2.0.
In this Viewpoint piece, Nick Buckley of GfK NOP discusses the 'naming of parts' in relation to Web 2.0. Some commentators argue that market research has traditionally been based on a 'top down' approach; that is, the provision of a closed set of options, which limited what respondents could tell researchers. Web 2.0, on the other hand, is often seen as a ‘folksonomy’, where users exercise greater freedom to label, group and tag things, resulting in new ways of carrying out research. When reporting findings to clients, however, researchers will need to order these results to make the most of the insights that have been generated: the challenge is thus to convert rich content back to simpler properties and variables, but without losing the insights or creativity inherent in Web 2.0.
Researching a confessional society
David Beer, International Journal of Market Research, Vol. 50, No. 5, 2008, pp. 619-629
It would seem that Web 2.0 is increasingly being seen as providing researchers with a range of new possibilities and opportunities.
It would seem that Web 2.0 is increasingly being seen as providing researchers with a range of new possibilities and opportunities. This paper takes a critical look at the use of Web 2.0 as a research tool or archival data source. Drawing upon Zygmunt Bauman’s recent work on what he describes as a ‘confessional society’, where people actively engage in revealing things about themselves, the paper develops a notion of what it is that we might find in Web 2.0 and how this might be used in conducting various forms of social and market research. The paper opens with a set of reflections on what Web 2.0 is and on how useful this concept is for our shared interests. It then focuses upon Bauman’s work to understand the content of Web 2.0 and the type of data we can get from it. Finally, it reflects upon the nature of this user-generated content to conclude by highlighting the issues that will face a shift towards researching a confessional society through Web 2.0 applications.
What's going on in your bedroom? Understanding 16-26 year olds
Philip De Wulf, ESOMAR, Retail Conference, Valencia, February 2007
Can you imagine the response rate you would get as a 35 year old researcher asking an 18 year old girl if she would show you her bedroom? So when asked to develop a new retail concept for a furniture retailer we immediately understood we would need 'to be invited in' and use non-intrusive insights generation tools.
Can you imagine the response rate you would get as a 35 year old researcher asking an 18 year old girl if she would show you her bedroom? So when asked to develop a new retail concept for a furniture retailer we immediately understood we would need 'to be invited in' and use non-intrusive insights generation tools. In order to develop a differentiating store concept, consumer generated content is a powerful ingredient and a holistic research approach (not just one single methodology or one single source) delivers the necessary understanding.
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