social media in market research (so. ca qrca)
TRANSCRIPT
Social?�
Do We REALLY Have To Be….�
Social Media for Market Research�http://www.lebjournal.com/newz/about/
Marketing: (AMA) The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Marketing: (AMA) The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Advertising: A form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services.
Marketing: (AMA) The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Advertising: A form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services.
Marketing Research: Systematic gathering and interpretation of information about individuals or organizations using the statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making;
a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns.
Marketing: (AMA) The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Advertising: A form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services.
Marketing Research: Systematic gathering and interpretation of information about individuals or organizations using the statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making;
a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns.
Norm: A designated standard of average performance of people of a given age, background, etc.
Abnormality: Deviating from the normal, or differing from the typical; departure or deviation of an individual from society’s unwritten rules (norms).
Norm: A designated standard of average performance of people of a given age, background, etc.
Abnormality: Deviating from the normal, or differing from the typical; departure or deviation of an individual from society’s unwritten rules (norms).
Causes of Social Deviation:
✦ Lack in socialization ✦ Rigidity of culture ✦ Unpopular social laws ✦ Extra ordinary exploitation ✦ Cultural invasion
an evolution in communication could potentially result in a paradigm shift in communications-related professions
the history of market research
http://www.flickr.com/photos/clintjcl/225598357/
search.cio.co.uk/tag/oil
http://www.flickr.com/photos/textexin/382148255/
the marketing attention spectrum
http://www.textually.org/Listening-Recording-Device.jpg
http://www.flickr.com/photos/helloflux/4031893693/
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Banter ✦ Dialogue
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Requires catalyst ✦ Traditionally high barrier of entry
engagement spectrum
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Banter ✦ Dialogue
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Requires catalyst ✦ Traditionally high barrier of entry
✦ Inter-personal ✦ Conversation ✦ Experience ✦ Engagement ✦ Dialogue
engagement spectrum
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Banter ✦ Dialogue
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Requires catalyst ✦ Traditionally high barrier of entry
✦ Inter-personal ✦ Conversation ✦ Experience ✦ Engagement ✦ Dialogue
Barriers
engagement spectrum
Interruption
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Banter ✦ Dialogue
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Requires catalyst ✦ Traditionally high barrier of entry
✦ Inter-personal ✦ Conversation ✦ Experience ✦ Engagement ✦ Dialogue
Barriers
engagement spectrum
Interruption
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Banter ✦ Dialogue
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Requires catalyst ✦ Traditionally high barrier of entry
✦ Inter-personal ✦ Conversation ✦ Experience ✦ Engagement ✦ Dialogue
Barriers
Anthropology Ethnography Psychology
engagement spectrum
Interruption
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Banter ✦ Dialogue
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Requires catalyst ✦ Traditionally high barrier of entry
✦ Inter-personal ✦ Conversation ✦ Experience ✦ Engagement ✦ Dialogue
Barriers
Anthropology Ethnography Psychology
Marketing Advertising
engagement spectrum
Interruption
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Banter ✦ Dialogue
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Requires catalyst ✦ Traditionally high barrier of entry
✦ Inter-personal ✦ Conversation ✦ Experience ✦ Engagement ✦ Dialogue
Barriers
Anthropology Ethnography Psychology
Traditional MR Sales HR
Cust. Serv. PR
Marketing Advertising
engagement spectrum
Interruption
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Banter ✦ Dialogue
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Requires catalyst ✦ Traditionally high barrier of entry
✦ Inter-personal ✦ Conversation ✦ Experience ✦ Engagement ✦ Dialogue
Barriers
Anthropology Ethnography Psychology
Traditional MR Sales HR
Cust. Serv. PR
Marketing Advertising
engagement spectrum
Interruption
business research consumer
discovery expansion validation
observe
survey
survey discuss
observe discuss
applied to MR
can you handle the truth? http://incogman.files.wordpress.com/2007/12/ucanthandlethetruth.jpg�
what’s the future of market research?
convergence of marketing research and marketing/advertising.....
...it really is ok...most of the time
it’s not direct selling......
and don’t talk about it....... http://geektyrant.com/news/2010/8/1/spider-man-3d-and-men-in-black-iii-start-dates-announced.html
a true time of opportunity for MR professionals
avoid fear-based barriers and capitalize on your expertise in this new opportunistic environment
evolution in communications, but a revolution in business functionality
and organizational structure.