Why Listen ESOMAR
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Transcript of Why Listen ESOMAR
What’s all the buzz about listening
+ is this a place for research?
Presented by Peter [email protected]@wordpress.com
Peter Harris
AUDITOR marketing RESEARCHFamily man AMSRS aussie NEW MEDIA
building relationships ASHES TRAGIC
“Stop, Collaborate and Listen” – Vanilla Ice
Why we Listen
“It’s not what you say about you,
it’s what they say about you.”- SEAN MALONEY, EXECTUIVE VICE PRESIDENT, INTEL
What’s the Impact for research?
Concept by Mark Pollard
RELATIONSHIPS THAT YIELD START WITH LISTENING
IMAGE BY PDavidee FLICKR
CONVERASTIONAL MARKETPLACE
EXPLOSION
IMPLICATION: Listen to and analyse conversations in social media
EMPOWEREDCONSUMERSare motivated and capable to innovate
IMPLICATION: Co-create not just test with empowered consumers
Passive consumersTesting tools
Closed innovation
Active consumersCo-creation tools Open innovation
Yesterday Today
listening
tools
CHANGING ROLE OF RESEARCH
Ask & Answer (One Way)
Behind the mirror
Research as Translator
Listen and Discuss (Two Way)
Co-creation groups (no mirror)
Research as Mediator
Yesterday Today
“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&
Listening Tools
Social Media Buzz Monitoring
1. Free Alert Systems
2. Paid Analysis Dashboard
3. Full Service Insights Partners
Source: Organic Interactive
TOOLS AND METHODS: SOCIAL MEDIA MONITORING
http://beta.tiptopbest.com/redir.php?url=http://wiki.kenburbary.com/social-meda-monitoring-wiki
117 Social Media Monitoring Tools
TOOLS AND METHODS: SOCIAL MEDIA MONITORING
opt-in, aggregates statistics, anonymous logs
Embedded Listening
Google streams quant data straight from users
Listening + Participation = Relationships and Loyalty
Brian Solis
“ 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
Continuous listening