Guide Complete Set of Residential Architectural Drawings PDF
Seek #CincySM Conversation Starter
1. !"
CincySM!
February 9, 2011!
social media research!
2. !"
in a nutshell!
• what is social media research?!
• why social media research?!
• qualitative perspective!
• process!
• method playtime!
• resources!
3. what is social media research?!
3!
#" it’s about the person and their story.!
Online Bulletin
Boards!
Frequent Spots!
Microblogs!
Blogs!
Life in Pictures!
4. why social media research?!
4!
#"
non-disruptive! inexpensive! already there!
Disrupting the fish pond No recruiting, no Very short wait time;
can change behavior.! incentives, no travel, no data is already out
OOO time! there, just waiting to be
=! harvested and
Very low investment for analyzed.!
high return!!
5. !"
• The WHY behind larger
scale behavioral data!
• Gives more than sentiment
and explains sentiment!
social media
• Structure for threading
seemingly disparate research from a
- !
comments into themes!
qualitative
• Drive to search deeper to
understand the whole perspective!
person!
• “English Major’s Take”!
6. 6!
#" process!
quantitative backbone!
Use an analytics platform that does
Natural Language Processing theming
that goes beyond sentiment. !
verbatim coding!
Within themes that are most popular, seek
to understand the “why.”!
evolve the search!
Look in different directions for other
comments as you build insights.!
street smarts check!
Do your insights make sense for what you
know about the brand, category or
product? If not, seek out explanations.!
call it!
When you start to see the same “why”
explanations again and again, call it a day.!
7. method playtime!
7!
#" divide into teams of ~5!
objectives: !
• understand consumer articulated benefits of
avocados.!
• identify habits and practices related to eating
avocados.!
• understand barriers to buying or eating
avocados.!
using the artifacts from your
worksheet…!
Develop hypothesis insights to answer the objectives.!
8. 8!
#"
resources!
• #NewMR on Twitter & LI!
• #SMR!
• Netnography on LI!
• Wordle or other word clouding
tools – use loosely for “quantitative
backbone”!
• MRA/IMRO – Top 16 SMR
Questions!
• Platforms made for research and
theming, not just monitoring and
sentiment!
Looking at social media content without asking the question. Qualitative researchers know that asking the question influences the answer. Hawthorne effect. People are extraordinary – they deserve to be heard in whatever way possible in order to release their full potential. SM is one more platform, like FGs or In-Homes.
It’s about meeting a client need quickly to influence decisions based on what the end consumer needs, in scenarios that previously wouldn’t have allowed for qualitative research.