The Co-creation Planning Agency Research
3.0 real-time intelligence, collaborative research, adaptive brand planning

You are here #1 About
Face #2 Why do we need to evolve #3 Real-time Intelligence #4 Collaborative Research #5 Adaptive Planning

is a mix of researchers,
planners, brand strategists and social media experts based in London we are part of the international research network

we use co-creativity to enable
brands to interact directly with consumers on and offline in real time in the UK and internationally to deliver a range of insight, innovation and activation/social media objectives

You are here #1 About
Face #2 Why do we need to evolve #3 Real-time Intelligence #4 Collaborative Research #5 Adaptive Planning

evolved consumers huge untapped creative
potential

empowered consumer quick, easy, cheap
ways for voicing your opinion, super connected, always on

post-consumer era “this is not
a question of scale. It is a different way of existing” J.Murdoch

“where the truth lies”

not only trust in ads
has fallen but also its structural capacity of generating influence (reach) media clutter

sea of niches personalization, diversification,
fragmentation, niches culture, tailored approach

around me: pull NOT push
fragmentation also means the new and only potential center is now “me”

real-time immediacy and the collective
mind getting information thatʼs relevant to who I am, where I am and what Iʼm up to sharing information with the right people, at the right time, in the right way

ambient model
continuous
togetherness

always in beta personalization and
diversification also mean that systems have to be flexible and adaptive to incorporate the users input

the web re-learns
to learn

and these conversations are going
offline

…and social data: identity -
who are you contacts - who you know activities - what you do

what sites I visit what
I buy what I read and share where I am who I email who I meet what I tell them who I call

this makes social media the
richest insight field ever

but how does all this
affect research?

for the first time we
can do qualitative research on a mass scale! impressive...

on the verge of a
new evolution in research a) Qual Research - Ethnography b) Research 2.0 - Communities c) Research 3.0 - Real-time

Research 3.0 #1 Real-time Intelligence
#2 Collaborative Research #3 Adaptive Planning

You are here #1 About
Face #2 Why do we need to evolve #3 Real-time Intelligence #4 Collaborative Research #5 Adaptive Planning

Research 3.0 #1 Real-time Intelligence
a) Social Media Immersion b) Insights Dashboards

June/August 09

#1 Real-time social media immersion
1) Scan the web for relevant content. 2) Build a targeted media panel in order to track and monitor a vast number of social media sources. 3) The tracked content is than refined, stored into an online database and mined in real-time to generate rich insights.

#1 Real-time social media immersion
a) Mention Trends b) Brand Visibility c) Qualitative Presence d) Topics and Perceptions e) Brand Social Network f) Brand Influencers

#1 Real-time
mention trends

#1 Real-time
brand visibility

#1 Real-time qualitative presence polarity
(is the statement positive or negative?) intensity (what is the degree of emotion being expressed?) subjectivity (how partial or impartial is the source?)

#1 Real-time
qualitative presence/2

#1 Real-time
topics and perceptions

#1 Real-time
brand social network

#1 Real-time
brand influencers

#1 Real-time
insights dashboards

#1 Real-time
insights dashboards

#1 Real-time data visualization is
key • quicker grasp on information • manage bigger amounts of information • easier pattern recognition • takes more variables into account • more actionable insights • easier to share insights

You are here #1 About
Face #2 Why do we need to evolve #3 Real-time Intelligence #4 Collaborative Research #5 Adaptive Planning

Research 3.0 #2 Collaborative Research
a) Peer-to-Peer Research b) Immersion Community c) Crowd-sourcing d) Co-creation

#2 Collaborative Research the process
insights insights insights insights insights insights platforms insights insights insights insights insights Once the platforms for collaboration have been insights insights identified the communities are engaged through insights a) exploration tasks, b) crowd-sourcing tasks insights insights insights and c) co-creation tasks

#2 Collaborative Research peer-to-peer research
“A distributed research network architecture composed of participants [CONSUMERS] that make a portion of their resources (such as processing power, disk storage or network bandwidth) directly available to other network participants” “Peers are both suppliers and consumers of resources, in contrast to the traditional client-server model where only servers supply, and clients consume”

#2 Collaborative Research peer-to-peer research/2
Peer-to-peer research is research from the inside done with and by the people, not on them Peer-to-peer research give you access to niches, insider perspective, understanding of influencers and genuine insights. Builds on the Social Media Immersion outputs cross- validating the insight and defining the exploration platforms for the research community

peer-to-peer research TechTribe 09 A
distributed network of 15 research agents recruited through our youth community Headbox Tech, Fashion and Social Media usage were covered

#2 Collaborative Research research community
Online community with stimulus to encourage category exploration and insight, team bonding, and creative stimulation. 360° view of users to see how the brand fits in their everyday life. Specific tasks are designed to investigate further the themes emerged in the monitoring and peer-to-peer stage.

ongoing consumer insight community THE
BRIEF deliver an ongoing stream of insight to help the Coca Cola planning team stay close to the teen and young adult market. Provide a sounding board for the brand and trade teams in promotions, communication and product development THE COMMUNITY 100 young consumers working directly with the insight, brand and trade teams for 12 month period. Exploring a range of topics including: health, POS, promotions, Olympics, brand perceptions, ad testing, loyalty schemes, environment and formats

#2 Collaborative Research
crowd-sourcing

#2 Collaborative Research crowd-sourcing Emerging
issues are broken down into focused problem- solving tasks and broadcasted to a targeted group of solvers as an open call for solutions. The consumers generate, define, explore and validate ideas and also sort through and commenting on them to improve and develop them further.

user experience crowd-sourcing THE BRIEF
identify future facing technology solutions that Nokia could develop in order to increase relevance in the North American market THE CROWDSOURCING OUTPUT 450+ seed ideas and 9 robust concepts. 100 US Youth Techleaders worked directly with the Nokia User experience team to explore relevance themes and crowdsource new service/product ideas

#2 Collaborative Research crowd-sourcing hypothesis
ideas generation validation tasks tasks consumers consumers response voting on response ideas selection key insights & ideas

what you get +bottom-up richness
+global crowd +diversified crowd +wider range of talent +cost-effective +lots of ideas +rich insight +consumer-brand relationship +peer-rating +advocacy

what’s missing many-to-one not very
targeted bottom-up but still vertical access to insight and strategy collaboration editing, building on, refining funneling process face-to-face strategic thinking

bottom up is not enough
“the bottom-up mind will take us much further, but will never take us to the end goal” (kevin kelly) Crowd-sourcing needs to be part of a bigger process

#2 Collaborative Research co-creation Is
the act of company stakeholders collaborating directly with selected (usually smaller) groups of consumers to work on a specific brief. Is about leveraging consumersʼ creativity without preempting the results of the process Can take place on-line in communities or/and offline in workshops

#2 Collaborative Research co-creation The
best ideas are then taken to a selected group of consumers who develop them further with the help of the brand stakeholders, the experts and agency planners and researchers.

Project Playboy Face cracked a
brief to develop concept for the new Axe variant in just 8 weeks

co-creation strongest ideas dev tasks
final concepts insights + refined concepts

what you get +few-to-few-to-one +more
targeted +bottom-up and top-down +collaboration, editing, building on +refinement and funneling +online & face-to-face +access to insight and strategy +strategic thinking +faster process +immersive +robust and tailored concepts

whatʼs missing [compared to crowdsourcing]
-smaller crowd -local -less diversification -fewer ideas -more expensive than crowd-sourcing

the case for a hybrid
model bottom-up + top-down crowds + individuals group thinking + individual thinking

You are here #1 About
Face #2 Why do we need to evolve #3 Real-time Intelligence #4 Collaborative Research #5 Adaptive Planning

Research 3.0 #3 Adaptive Planning
a) the hybrid model b) the challenges c) a new breed of agency

the hybrid model consumer crowd-sourcing
co-creation immersion listen plan engage measure download workshop

bottom-up consumer crowd-sourcing co-creation immersion
listen plan engage measure download workshop top down

the hybrid model consumer crowd-sourcing
co-creation immersion listen plan engage measure download workshop No longer a linear process but a loop

#3 Adaptive Planning the challenges
- planning in silos - annual budgets - long planning cycles - organization structure - lack of web expertise - endless insight journey

#3 Adaptive Planning a new
breed of agency - consumers as partners - social media at the core - ideas come from everywhere - talent resides in and outside the company - elastic teams: collaboration over silos - continuous engagement, not campaigns - agile branding

The Co-creation Planning Agency

www.facegroup.co.uk
@andrewneedham
andrew@facegroup.co.uk
@abc3d
francesco@facegroup.co.uk