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The benefit of social media: Bulletin board focus groups as a tool for co-creation
Sylvie E. Rolland and Guy Parmentier, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 809-827
Bulletin board methodology emerged at the end of the 1990s and is becoming the most frequently used qualitative study technique.
Bulletin board methodology emerged at the end of the 1990s and is becoming the most frequently used qualitative study technique. This interactive approach groups a community of participants in a private or public online forum for a duration that varies from several days to several months. Discoveries, exchanges of view, personal opinions and group reactions are all part of the power and interest of the internet in this era of social media. This article presents the principles of bulletin board development, and specifics to aid understanding of this tool within social networks and to help organisations adapt to a paradigm shift in marketing in which consumer-respondents are co-creators of meaning and knowledge.
Social media and consumer choice
Fred Bronner and Robert de Hoog, International Journal of Market Research, Digital First, September 2013
Social media are becoming increasingly important for consumer decisions. This holds true in particular for vacation decision-making, as an example of a high-involvement decision.
Social media are becoming increasingly important for consumer decisions. This holds true in particular for vacation decision-making, as an example of a high-involvement decision. The research focuses upon the relation between the information people search regarding aspects or properties of choice options and the types of social media used for finding it. The social media classification framework used is based on two dimensions: first, domain-specific social media versus domain-independent social media; second, large opportunities for self-disclosure versus limited or no opportunities for self-disclosure. Based on this framework, predictions are made about the relation between social media used and information sought. It was found that domain-specific social media with limited opportunities for self-disclosure, like Tripadvisor, are more frequently used for search-determined sub-decisions than for experience-determined sub-decisions. For domain-independent social media with large opportunities for self-disclosure, like Twitter and Facebook, it was found that they are used with equal frequency for both types of sub-decision. These findings are relevant for multichannel management in marketing. As regards the valence of the information obtained from different social media, we found a preponderant use of positive/mixed messages and comments, and almost no use of negative information. A practical implication of this finding is that ‘webcare’ should be focused less on complaints and more on leveraging positive aspects that are reported in social media for choices that have comparable characteristics, such as vacations. If a relatively large number of aspects play a role in a product choice process, tracking and use of positive information should be emphasised, while negative experiences should be more important for products characterised by a very limited number of relevant product choice aspects.
Conflict maps in social media: From traditional arenas to 2.0 environments
Julián Andrés Riveros Clavijo and María Angélica Aya Zárate, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper analyses conflicts in social media networks, fusing conflict map models with social network analysis such as graph analysis, and argues that many brands are mishandling their interactions on these platforms.
This paper analyses conflicts in social media networks, fusing conflict map models with social network analysis such as graph analysis, and argues that many brands are mishandling their interactions on these platforms. The authors contend that some brands allow interactions to devolve into conflict which may scale rapidly and turn low-intensity situations into crisis events. The research discussed in this paper is particularly focused on the Twitter platform, and is illustrated with cases from the retail and travel categories. The authors argue that their methodology can provide insights that enable the control and neutralization of conflicts in a fast and efficient way, enhancing consumers' rapport and confidence.
Doing more with less: Crossing the boundaries of qualitative research to increase business impact
Charles Hageman, Annelies Verhaeghe, Tom De Ruyck and Thomas Troch, ESOMAR, Qualitative, Amsterdam, November 2012
This paper argues that qualitative research can make a bigger impact on business by crossing three boundaries.
This paper argues that qualitative research can make a bigger impact on business by crossing three boundaries. First, qualitative researchers should come forward as consultants before and after a research project. Second, they should embrace and enrich quantitative research. And third, consumers should be allowed to take over part of the research process. The process is illustrated with a client case study of services provided for the airlines Air France and KLM.
Holland 2.0: Assessing a social media strategy for the promotion of Holland
Marieke Politiek, Anke ten Velde and Jos Vink, ESOMAR, 3D Digital Dimensions, Amsterdam, November 2012
In the last few years, organisations have realised the potential that social media offers as a way of communicating their messages and helping to deliver their marketing strategies.
In the last few years, organisations have realised the potential that social media offers as a way of communicating their messages and helping to deliver their marketing strategies. Equally, researchers have been focused on the potential of social media as a new source of information to understand consumer behaviour. This has prompted the development of automated 'social media analysers' which can monitor volume, reach and sentiment of what's being said on social platforms such as Facebook, and Twitter. This paper shows that the measurement of these KPIs is not only insufficient but can lead to erroneous conclusions. Traditional analysis techniques are demonstrated as essential if meaningful and actionable conclusions are going to come from the analysis of social media content.
Flying With the Simpsons: An Award Winning Research Paper That Helped Air New Zealand Reinvent the Long Haul Air Travel
Horst Feldhaeuser and Hudson Smales, ESOMAR, Asia Pacific, Melbourne, 2011
This presentation is based on a large, multifaceted, multidisciplinary, collaborative and iterative team-based research project involving Air New Zealand and long haul travellers.
This presentation is based on a large, multifaceted, multidisciplinary, collaborative and iterative team-based research project involving Air New Zealand and long haul travellers. Whilst a substantial financial commitment, the new interior long-haul design not only strengthens Air New Zealand's competitive advantage, but both the unique Skycouch and Premium Economy Spaceseat and their respective license opportunities also provide a potential new revenue stream.
Exploring attractive messages in group package tour newspaper advertisements
Kuo-Ching Wang, Po-Chen Jao, Yu-Shan Lin and Ying-zhi Guo, International Journal of Advertising, Vol. 28, No. 5, 2009, pp. 843-862
The group package tour (GPT) is one of the main modes of outbound travel in many Asian countries and areas.
The group package tour (GPT) is one of the main modes of outbound travel in many Asian countries and areas. In practice, most of the travel agencies utilise the newspaper to promote their GPTs. Although prior newspaper travel advertisements provided useful information, only single or a number of advertising messages were considered. In order to fill this gap, the primary objective of this study was to find out what types of message are attractive to the customers in the GPT advertisement from a holistic perspective. Both qualitative and quantitative methods, with 400 usable samples, were conducted for data analysis. Attractive messages for three different destinations (China, Japan and Thailand) with six clusters were profiled at component level. The findings reveal that messages of appeal, text, size and format design represent over 78% of the total percentage. Further implications for designing attractive messages in terms of a destination or cluster perspective are discussed.
There is no retail like travel retail - “Retailtaiment” in Fragrance
Jérôme Goldberg, ESOMAR, Fragrance Research, Cannes, June 2009
The presentation describes the Travel Retail market, from its creation in 1947 to today's performance, and how the Beauty products have mostly taken advantage of this channel.
The presentation describes the Travel Retail market, from its creation in 1947 to today's performance, and how the Beauty products have mostly taken advantage of this channel. It is also seen how the brands are trying to attract passengers thanks to retailtainment inside and outside the shops, comparing the impact of the efforts of Fragrance brands vs. brands of other categories, to identify the key levers to reach the traveling consumers.
Putting fragrance in perspective - The case of the hotels
Howard Moskowitz, Marco Bevolo, Rieko Shofu, David Moskowitz, ESOMAR, Fragrance Research, Cannes, June 2009
Given the lack of knowledge about the relative importance of fragrance vs. other sensory inputs for business situations, this paper measures the expected ‘economic’ (i.e., pricing) performance of different ideas about fragrance in hotels vs.
Given the lack of knowledge about the relative importance of fragrance vs. other sensory inputs for business situations, this paper measures the expected ‘economic’ (i.e., pricing) performance of different ideas about fragrance in hotels vs. ideas about visual style, acoustic environment, and tactile aspects, respectively. These are the four of the five senses that matter most in the hotel environment. The approach provides a new way to assess ‘what would work’, combining research and micro-economics. This presentation provides a tool which enables business and researchers alike to understand ‘what works’ in fragrance, and where.
easyJet community - using online communities to co-create the future
Sophie Dekkers and Graeme Lawrence, ESOMAR, Panel Research, Dublin, October 2008
The article discusses how online panels have morphed into research communities. The benefits are described with a case study for easyJet.
The article discusses how online panels have morphed into research communities. The benefits are described with a case study for easyJet. The easyJet community was launched in 2008 and consists of 2,000 persons who have flown with the airline in the past 12 months. A case study of customer perceptions of the boarding process is described in detail stage by stage. The Departure Lounge section is the dedicated area for customers to discuss issues and for easyJet to engage in dialogue on these aspects. A number of collaborative tools to encourage community member engagement are described, including member blogs, polls and facilities to ask questions and express themselves on matter that interest them, key benefits have proved to be: concept generator and filter; ability to discuss and get reactions to hot topics; cost-benefit analysis; and collaboration and co-creation.
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