1. Glocal trends meet MR
Erica van Lieven
Managing Director, Direction First

2. “InformatIon wants to
be free…”
2
2 Stewart Brand 1984......

3. Tsunami swamped Japan 22 February, 2011
after powerful quake Christchurch
@ 2:46 p.m. local time, Twitter & Facebook became
Friday 11th March, 2011 tools of hope
25 January, 2011
Massive Egyptian protests
powered by social media
1 hour after the quake, with the
country’s phone system knocked out,
the number of tweets coming from
Tokyo were topping 1,200 per minute
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4. Can text analytics software replace seasoned
Qualitative Researchers?
• Only requirement is text
• Fluid, intuition and experience-driven
Traditional • Higher weight to emotions
• Less reliable, transparent
• Difficult to set-up
• Granular information accessible
Software • Frequency-driven, pattern learning
• Emotions difficult to weight
• Use Data visualization
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Can Software-Driven QDA Replace the Seasoned Researcher? -- Theo Downes-Le Guin of Market Strategies @ New virtual MR Festival
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5. The outcome...
findings would findings would findings would
have been similar have been
be the same
using software- missed using the
using either driven approach software-driven
approach alone approach alone
5
Can Software-Driven QDA Replace the Seasoned Researcher? -- Theo Downes-Le Guin of Market Strategies @ New virtual MR Festival
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6. The benefits of software driver analysis..
Add rigor
to
traditional
qualitative
analysis
Software-
driven
text
analysis
Manage
Cope with
labour
quantities
costs
of new
more
MR data
effectively
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Can Software-Driven QDA Replace the Seasoned QDA Replace -- Theo Downes-Le Guin of Market Strategies @Guin of Market Strategies
Can Software-Driven Researcher? the Seasoned Researcher? -- Theo Downes-Le New virtual MR Festival
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7. Direction First conducted research to investigate
whether research had a place on social networking sites
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8. Majority use social networking sites for communication
and entertainment with few age differences
– however contribution is higher amongst younger age groups
What is your main reason for visiting any social networking site?
Total Male Female
Communication 53% 50% 55%
Entertainment 30% 26% 31% +3% for those aged 18-34 yrs
-4% for those aged 56+ yrs
Information 10% 15% 8%
Professional
2% 2% 2%
networking
Expression 1% 2% 1%
Organisation % % %
Other 3% 5% 3%
Always contribute 10% 9% 10% +4% for those aged 18-34 yrs
-3% for those ages 56+ yrs
Indicates a significant difference at 95% confidence
S18: And what is your main reason for visiting and social networking site? S19 in general how active are you in uploading information onto social networking sites?
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Base: Total 1439, Males (428), Females (1011):
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9. And it’s not just Australian site users, findings from SSI in
the US confirm that communication and entertainment are
key usage drivers, with little age variance
9
9 JAN 2011 n=1,453 USA on-line survey SSI webinar

10. Privacy is the most important aspect to social
networking site users…including the younger users
Thinking about social networking sites which aspect is most important to you?
18-34 35-55 56+
Privacy 50% 46% 45%
4% 16% 21% 23%
5% Ease of use
6%
Interacting with people who 17% 20% 18%
have similar interests
47%
18% Convenience 9% 4% 4%
Informatin gathering 2% 6% 6%
Expressing my opinion 6% 3% 3%
20%
Obtaining advice % 1% %
*No differences between gender
Indicates a significant difference at 95% confidence
S20: Thinking about social networking sites, which aspects are the most important to you?
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Base: Total 1439, Ages 18-34 (418), Ages 35-54 (691), Ages 55+ (333)
10

11. There are numerous reasons for privacy being vital
to site users…
Because I value my
Because I don't want just anyone to see privacy
my posts and photo's Female 56-60 yrs
Female aged 26-30 yrs
Worried about others
using my identity
Male 61-65 yrs
Privacy is important so
people aren't exposed in a
bad way Privacy
Female aged 26-30 yrs I consider it is somewhat an
invasion of privacy. Social
networking sites can be
somewhat obtrusive, and to
a certain extent demanding.
Male 71-75 yrs
Also I like to keep my life private,
and don't want anyone but my I don’t want my personal
close friends to know what’s information to be available
going on in my life. to just anyone i like being I do not wish everyone to
Female aged 18-21 yrs able to decide who sees it know my business
Female aged 35-40 yrs Female 75+ yrs
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12. Interestingly, there is almost no discrepancy between
gender OR age when asked about market research on
sites, with almost half agreeing they would take part..
“As long as confidentiality can be maintained I think
16% 16% 16%
Very likely
these are a great easy way to gather information”
“Great way to express my ideas”
Likely 29% 30% 29% “As long as personal information is kept
private its a good idea”
Unsure
“As long as the user gives permission to receive
surveys, I don't see the problem”
30% 29% 30%
“I’ve never thought about it.. good idea”
Unlikely
“I have never seen surveys on sites”
13% 13% 13%
Very unlikely
“I prefer to keep my opinions private”
12% 12% 12%
“ I accidently downloaded a very bad virus from an
Total Male Female ad on facebook before, so wouldn’t again”
*No significant differences
S22: How likely are you to take part in market research (such as surveys and questionnaires) on your preferred social networking site?
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Base: Total 1439, Males (428), Females (1011):
between
age groups or gender
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13. Since its launch in 2006, Facebook has become
dominate within the world of social media….
Facebook – Conversion Funnel
99% Prompted Awareness
95% Membership
57% Everyday Usage
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Direction First data - March 2011
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14. Disruptive platforms change the
rules of the game, listening becomes the new asking...
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15. …but are we really listening?
15 July 2007, Bring the love back, created by Microsoft Digital Advertising Solutions
15

16. Identify the Influential/Connector…
@ Ben I Dining table
ordered a
steak!
Grace Peter
Daisy White
Love Sub solo
Daisy John
restaurant!!!
Daisy
became a
mayor of Amy Brian
Sub Solo
Restaurant
& Bar
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16 Touchgraph visualisesconnections in Facebook communities

17. With social media we become genderless..
17 Social media and the end of gender , Joanna Blakley @ TED, Dec,2010
17

18. DigiVisuals..
18 John Kearon, BrainJuicer, DigiVisualsTM http://www.brainjuicer.com/xtra/digividuals
18

19. DigiVisuals..continued..
19 John Kearon, BrainJuicer, DigiVisualsTM http://www.brainjuicer.com/xtra/digividuals
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20. 140kit..
> Total number of Tweets collected: 2,073
> Total number of users collected: 2,039
> Capture range: 2:25am EDT 11th March to 2:19am EDT 12th March 2011
> Total number of participatory Tweets: 2,072 (Random sample around the
globe)
20 Global Tracked from http://140kit.com/ on twitter, analysed in wordle
20

21. Competitive analysis at your finger tips…?
21 Powered by Analyzeword
21 Linguistic Inquiry and Word Count from University of Texas and Auckland Medical School

22. “My goal is to simplify complexity. I just
want to build stuff that really simplifies
our base human interaction”
Jack Dorsey being interviewed by Charlie Rose in January 2011
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23. Like a kid in a sweet shop, exciting times are ahead..
Let’s enjoy the ride!
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24. Reference
> Social networks surge in Australia -
http://www.warc.com/LatestNews/News/EmailNews.news?ID=27919&Origin=WARCNewsEmail
> Social Networking Accounts for 1 of Every 5 Minutes Spent Online in Australia
http://www.comscore.com/Press_Events/Press_Releases/2011/2/Social_Networking_Accounts_for_1_of
_Every_5_Minutes_Spent_Online_in_Australia?utm_source=feedburner&utm_medium=feed&utm_camp
aign=Feed%3A+comscore+%28comScore%2C+Inc.%29
> The Man Your Man Could Smell Like
http://www.webecologyproject.org/wp-content/uploads/2001/09/WEP-oldspice.pdf
> John Kearon “DigiVisuals™” http://www.brainjuicer.com/xtra/digividuals/
> Tsunami in Japan – http://mashable.com/2011/03/11/japan-tsunami/
> 2011 Egypt Riots - http://bit.ly/hzUOe8
> 2011 Chris Church Earthquake - http://bit.ly/g0Bmnu
> Joanna Blakey TED talks “Social Media and the end of gender” December 2010
> Microsoft Digital Advertising Solutions “Bring the love back” July 2007
> Theo Downes “Can Software-Driven QDA Replace the Seasoned Researcher? “ New virtual MR
Festival March 2011
> SSI Webinar “Taming the social Networking Giant” Jan 2011
> Jack Dorsey “My goal is to simplify complexity” Jan 2011
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