a 15 minute presentation about listening in research

1. What’s all the buzz about listening
+ is this a place for research?
Presented by Peter Harris
peter.harris@visioncritical.com
peteraharris@wordpress.com

2. Peter Harris
AUDITOR marketing RESEARCH
Family man AMSRS aussie NEW MEDIA
building relationships ASHES TRAGIC

3. “Stop, Collaborate and Listen” – Vanilla Ice

4. Why we Listen

5. “It’s not what you say about you,
it’s what they say about you.”
- SEAN MALONEY, EXECTUIVE VICE PRESIDENT, INTEL

9. What’s the Impact for
research?

10. RELATIONSHIPS THAT YIELD START WITH LISTENING
Concept by Mark Pollard
IMAGE BY PDavidee FLICKR

11. CONVERASTIONAL MARKETPLACE
EXPLOSION
IMPLICATION: Listen to and analyse conversations in social media

12. EMPOWERED
CONSUMERS
are motivated and capable to innovate
IMPLICATION: Co-create not just test with empowered consumers

13. Yesterday Today
listening
tools
Passive consumers Active consumers
Testing tools Co-creation tools
Closed innovation Open innovation

14. CHANGING ROLE OF RESEARCH
Yesterday Today
Ask & Answer (One Way) Listen and Discuss (Two Way)
Behind the mirror Co-creation groups (no mirror)
Research as Translator Research as Mediator

15. “What we didn't get was the passion this very loyal small group
of consumers have. That wasn't something that came out in
the research.”
Neil Campbell, president, Tropicana, North America to The New York Times upon
pulling its revamped packaging in February after consumer complaints.
http://www.mediapost.com/publications/?fa=Articles.showArticle&

16. Listening Tools

17. TOOLS AND METHODS: SOCIAL MEDIA MONITORING
Social Media Buzz Monitoring
1. Free Alert Systems
2. Paid Analysis Dashboard
3. Full Service Insights Partners
Source: Organic Interactive

18. 117 Social Media Monitoring Tools
http://beta.tiptopbest.com/redir.php?url=http://wiki.kenburbary.com/social-meda-monitoring-wiki

19. TOOLS AND METHODS: SOCIAL MEDIA MONITORING

20. Embedded Listening
opt-in, aggregates statistics, anonymous logs
Google streams quant data straight from users

23. Listening + Participation = Relationships and Loyalty
Brian Solis

24. “ There are no limits. There are plateaus, but you must not
stay there, you must go beyond them. A man must
constantly exceed his level.” Bruce Lee

25. Continuous listening