I vox presentation esomar conference innovate barcelona 2010

Esomar Conference Barcelona, 16-18 november Esomar Conference Barcelona, 16-18 november

2010, 2010, Innovation Detonation:Innovation Detonation: The “mechanics” of The “mechanics” of

innovating and showcase successful case studies and innovating and showcase successful case studies and business practices from both researchers and companiesbusiness practices from both researchers and companies

How to use interactive, informational innovative research How to use interactive, informational innovative research models to models to optimise segmentation modelling. optimise segmentation modelling. Case-study: the web 2.0 Vesuvius research project: a Case-study: the web 2.0 Vesuvius research project: a Vulcano of innovationVulcano of innovation

Prepared by Steven Deketelaere, Managing Partner iVOX & iVOXTOOLS, member of EsomarHans Verhoeven, Senior Researcher & Project Director, iVOX & iVOXTOOLS, member of EsomarSandra Jansen, Text mining specialist, Indigov & iVOXAnne Borgers, IP plurimedia, client iVOX, ex-Marketing Research Manager & Senior Researcher & Project Manager VesuviusHerman Konings, Trend watcher, CEO Pocket Marketing, client iVOX

www.vesuvius2009.bewww.ivox.bewww.ivoxtools.comwww.nxt.bewww.ipb.bewww.indigov.be

The final aim of the project VESUVIUS

How a mediaplanning agency can adopt new research methodologies to

optimise mediaplanning and marketing segmentation strategies.

How to use integrated, interactive & innovative research models in this

respect: online brainstorming, online interactive test, text mining analysis

online focus groups in combination with a ‘classical’ online opinion poll

Subject matter

whereas the media agency used to rely only on pure media reach stats & figures and

on socio-demographic segmentational criteria, they now can rely on more fine-tuned

and stretched segments for their media planning campaigns . These segmentational

data could not be provided through classical research methods.

since the client, the media agency itself in general and it’s media channels in

particular were actively incorporated into the research process, we were able to

reach both a practical resolution for a big research set-up to improve results as well

as to meet the specific needs of the client (since they focus on specific magazines

branches for men (travel, cars, cooking, lifestyle, …) that could, once again, not be

reached through classical research methods.

Subject matter

The final aim of the project VESUVIUS

project VESUVIUS

It is based on a concrete long-tale research project for 2 clients (IP Plurimedia,

a mediaplanning agency and Trendwatcher Herman Konings who is specialist in

‘man marketing’) that was conducted between October 2009 to June 2010. The aim

was to get thorough insights into “being a men” as to fine-tune “man marketing”

approaches for the future. Around 9272 Belgian men took part in (parts of) this

study.

Subject matter

Based on this project we

Got a clear view on how the media planning agency was able to improve their

offerings to their clients (i.c. to optimize their consultancy through media planning towards

different kinds of advertisers that aim to target ‘men’) based on this new research approach

since they were able to understand (the shifts of) behaviour and motivations of men in a

different way.

were able to understand the possibilities one has with these new research models

– for innovative segmentational modelling

– to reach a large-scale pool of respondents, or better active participants, for studies

were able to determine in what circumstances and to what extent these new research models

can be feasible & methodologically correct.

Subject matter

The concrete research steps of this project

– Step 0: offline media campaigns in the magazines that are part of the portfolio of IP Plurimedia to

recruit participants to the big study.

– Step 1: Online brainstorming through crowd sourcing & collective intelligence:

• participants can take part in a true interactive mega-brainstorming based on user-generated content.

The end result of this research phase is a short list of top research topics to be analyzed in the next step.

• Respondents were asked their opinions about several different topics through open explorative

questions in order to generate open idea’s from a bottom-up perspective

• Respondents could rate each other’s opinions

– Step 2: Text mining analysis part 1:

• Information Extraction (IE): next to simple word clouding (alternative frequency tabulation), an

associative analysis method is used based on positive or negative adjective analysis

– Step 3: a quantitatively validating classical survey, based on the outcome of the content analysis

from part 1 and 2

the concrete case-study: some details

– Step4: Online interactive test and survey module with instant segmentational feedback: (still available on

www.vesuvius2009.be)

• participants in this phase of the project could take part in an interactive test that allows them to compare and

benchmark all their answers with the results of the opinion poll of phase 3. They could also post their

individual profile analysis on Facebook so that others might respond and take part in the test themselves.

• Next to that, respondents received a profile analysis based on a predefined and validated researcher and

trend watcher driven algorithm.

– Step 5: follow-up research through an online focus groups

– Step 6: analysis through classical qualitative diagnostic analytical method combined with text

mining part 2

• a so-called Information Retrieval techniques (IR) & Natural Language Processing (NLP) through

expert coding categories n according to classification rules in combination with automatic machine learning

classification (aml)

• expert analysis : by a famous Belgian trend-watcher, a marketing manager

The concrete research steps of this project

Step 0: example of one of the many advertisements in offline magazines that are within the portfolio of IP Plurimedia:

call-to-action campaign to take part in the research program.

Wanted: man or women with an idea

Your opinion counts

Magazines that participated:

Step 1: Online brainstorming through crowd sourcing and & collective intelligence: different topics were presented to the participants for which they could give inputs

Limited number of screenshots of different parts of the study

Step 1: Online brainstorming through crowd sourcing and & collective intelligence: whenever one had chosen a category, he could give the concrete idea and input


Step 1: Online brainstorming through crowd sourcing and & collective intelligence: Respondents could rate each other’s opinions that were posted. As a result, participants could take a look at the top 30 ideas per category.


Step 2: Text mining analysis part 1: Information

Extraction (IE)


Preliminary mock-up of English translation

Step 3: a quantitatively validating classical survey



Step 4: Online interactive test and survey module with instant segmentational feedback


Step 4: Online interactive test


Participants were able to benchmark their answers instantlywith the results of an opinion poll that was launched upfront

Instant benchmarks/ feedback: one can compare his answers with the answers of others



Participants were able to benchmark their answers instantlywith the results of an opinion poll that was launched upfront




Age groupsAge groups





Based on one’s answers, the participant receives a profile outcome based on 4 marketing profiles that were deducted (by both the clients and the researchers) from the previous research phases. By using specific algortihms the profiles results could be measured. These results could be published and shared with friends on Facebook to create a viral marketing effect on top.



Integration with Facebook


20

whiteboard

public chat area

private messages area users overview


Step 5: Online focus group phase: men and their beers


Step 6: analysis through classical qualitative diagnostic analytical

method combined with text mining part 2


Preliminary mock-up of English translation of the real outcomes

Anne Borgers, Senior Researcher & Project Manager Vesuvius: Anne will present:

•the goals of the study for the mediaplanner IP •how the entire research set-up was modelled and why it was modelled this way specifically •explanation approach differents steps

Sandra Jansen, Text mining specialist, Indigov & iVOXSandra will present: approach of the analysis of step 2 and 5

Herman Konings, Trend watcher, CEO Pocket Marketing, Client iVOX, Herman Konings holds PhD in theoretical (and consumer) psychology and founder of Belgian trend and future research agency Pocket Marketing/nXt. Herman will present:

•his overall experiences as a client in this respect, and more specifically: what he has learnt about men based on this porject, stuff that he would hardly be able to reach if done through classical methods.

Presenters

I vox presentation esomar conference innovate barcelona 2010

Marketing

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