Mark McCrindle Australian Communities Forum: Communities Defined
Engaging with the global consumers - Future Forum Breakfast #2 [Mark McCrindle - McCrindle Research]
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Transcript of Engaging with the global consumers - Future Forum Breakfast #2 [Mark McCrindle - McCrindle Research]
May 2011 The planking meme begins
Its origins are uncertain- perhaps an accident?
By June 2011 it hits Australia (Canberra can have this effect on people).
After quickly fading, it goes mainstream in July (and gets even sillier).
But by August it fades again with no further mainstream resurgences.
Memology: Photobombing- started by a squirrel?
Within weeks: thousands of photos, millions of hits.
Dogs who look like their owners meme goes global
5 August McKayla Maroney wins silver at London Olympics
Within 2 days “McKayla is not impressed” meme goes global
Meme key elements are: Creativity: content Community: sharing Currency: now issues Comedy: fun driven
Data analysis
Pen & paper surveys
Focus groups
Phone interviews
Mall intercept
Polling
Audience ratings
Mystery shopping
Observational research
Taste testing
Customer satisfaction
surveys
CATI
In-situ research
Online surveys
Observational studies
Social research
Ethnography
Online forum/
discussion boards
Generational research
Big data
Game playing research
Online focus groups
App-based research
Geo-tag links
Tablet interviews
Co-creation groups
Community forums
Audience response
Video diaries