Tag Archives: Research Insights

Content that does a good job on Facebook ‘ do we really need every piece of research?

Last month a study conducted for Germany, Austria and Switzerland caught my eye that I thought was interesting. It says that it deals with the revealing of one of the most kept secrets in social media marketing ‘content that does a good job on Facebook’.

I was very excited and after more than 15 years of experience in market research and marketing I cannot stop hoping that on-demand free reports include real insights. As you might have already foreseen, I was disappointed about  the depth of results (and I consciously avoid the term ‘insights’ here).

Nothing to worry about too much, I said to myself.  However, the feelings of disappointment has not disappeared and I found myself thinking about why this is the case. And then I took another look at the study.

100 Facebook fan pages from retail and consumer brands with overall 2.334 Facebook postings were analyzed over a time period of 4 weeks (don’t ask me, how they selected the fan pages…).  The average number of Facebook Fans per page was 112.000 and the average number of posting within the four weeks was 23,24 per page. So far, so good…

The authors introduce the study’s main metric: ‘viral spread of postings’ (calculated as the sum of likes, shares and comments divided by the number of fans). Following their hypotheses the content with a higher ‘viral spread’ is better than content with lower ‘viral spread’.  So they began to compare different criteria of Facebook fan page postings in regards to ‘viral spread’.

 Please allow to do some cherry picking

  1. 1) Companies that post less often achieve significantly higher levels of viral spread
  2. 2) The best values of viral spread are obtained in the morning and after work
  3. 3) On Sundays, the highest values for viral spread are obtained
  4. 4) Postings of more than 3 lines achieve lower values of viral spread
  5. 5) Using images leads to a significantly increase of approximately 69% higher value for viral spread, but postings with videos achieve significantly lower values for viral spread
  6. 6) The direct address of the user by asking questions does not lead to significantly higher value of viral spread. Similar to that direct calls to action only lead to a less than 10% higher value of viral spread which is statistically not significant
  7. 7) Emotionality causes a significantly higher value of viral spread

What I understand is that in order to be shared, content on Facebook must be:

  • -    Interesting
  • -    Not annoying
  • -    Emotional
  • -    Entertaining
  • -    Not taking too much time to consume
  • -    Displayed at the right moment

To be honest, this is well known and true for every advertising and every message, since years’ So why should it be different for social media content? Or for market research reports and presentations?

Beside the fact that it is always good to confirm common knowledge from time to time, reading through this study has another positive effect.

If it is true that simplicity of massages increase the likeability to share this message by 92%,
that concreteness and being on spot increases likeability by 56%,
that emotionality increases likeability to share by 64%…
What does this mean for our reporting in market research? A lot of space to improve…

Maybe that’s the most important “insight” from this study.

Make sure that you join us at the The Market Research Event 2012, hosted by IIRUSA November 12-14, 2012 in Boca Raton, FL. For more about this year’s program download the agenda.

Today’s guest post is from Christian D??ssel (@olympiamilano). Christian is Senior Research Director at MM-Eye, a market research and research consulting firm in Hamburg / Germany. He has worked for TNS, TBWA and other advertising, strategy and market research agencies helping clients from industries such as finance, transport and logistics, telecommunication and entertainment to understand consumers through market research and to increase implementation excellence. He will be live blogging from The Market Research Event 2012 this November 12-14 in Boca Raton, Florida. If you’d like to join him, register today and mention code TMRE12BLOG to save 15% off the standard rate!

How to Enhance Your Targeted Marketing Interactions Using Customer & Product DNA

Last month at the 12th annual Shopper Insights in Action event, Hari Hariharan, Vice President of Analytical Solutions & Business Development at FRACTAL ANALYTICS, presented an ROI & MEASUREMENT session on Enhancing Targeted Interactions with Customer and Product DNA. Last week, Fractal Analytics announced its Customer DNA solution for personalized marketing.

They shared the news with us below:

Fractal Analytics, a leading provider of Big Data predictive analytics, announced a breakthrough analytics solution that redefines the way marketers engage with consumers. Customer DNA is an advanced machine-learning solution that drives extreme personalization and relevance to increase affinity and loyalty based on a deeper understanding of each customer’s preferences. The solution has been implemented by a national retail group to enhance target marketing, store promotions, assortment and pricing.

Customer DNA infers consumer personality traits and preferences from behavior across multiple channels and from multiple data sources such as business transactions, consumer provided information, social networks and third party information. The Big Data that drive Customer DNA are processed by Hadoop for speed and efficiency. The solution applies an advanced scientific approach to continuously update and reassess what the system understands about consumers – based on what they buy, how they prefer to shop, how and when they respond to seasonal promotions or discounts, as well as how they express themselves in social networks.

Natwar Mall, SVP, Fractal Sciences at Fractal Analytics, said, ‘Customer DNA will bring back the personalized service experience that was delivered previously only by ‘mom & pop’ stores. It will help large organizations maximize revenue by targeting shoppers with efficient one-to-one message and offer interactions across campaigns and customer touch points.’

Mall added, ‘Data, science and technology are converging to create unprecedented opportunities to build breakthrough solutions for companies. In response to the high demand from companies that need to deliver a high ROI from Big Data analytics, we developed an advanced analytics organization called Fractal Sciences. Staffed by our best and brightest, Fractal Sciences’ mission is to apply the latest scientific advances and find new synergies across disciplines to bring more cutting-edge solutions to solve key market issues. The Customer DNA solution is among this team’s latest key wins.’

The Customer DNA model is designed to support both Business- to-Consumer and Business-to-Business organizations for retail as well as consumer goods, hotel and entertainment, financial services, insurance, airlines, and direct distributers. In addition to personalized marketing, the solution supports merchandise planning, product assortment and inventory management.

About Fractal Analytics

We believe analytics is critical to deeply connect with consumers, earn customer loyalty, make better decisions to reduce waste, and ultimately improve lives. Fortune 500 companies partner with Fractal to build breakthrough analytic solutions, set up analytical centers of excellence, and create a culture of data driven decisioning.

We solve problems, operationalize solutions to drive results, and ultimately drive change in organizations towards fact-based decisioning. We help businesses: (a) Understand, predict and influence consumer behavior; (b) Improve marketing, pricing, supply chain, risk and claims management; (c) Harmonize data, visualize information, build dashboards and forecast business performance.

For more information: www.fractalanalytics.com

Shopper TV Exclusive: Video Interview with JD Spangler VP Category Development & John Whitaker, VP, Consumer Insight for HANESBrands

Today’s post is co-posted with Shopper 360.  For more information on thee event, visit the Shopper Insights in Action Homepage.

Shopper TV Exclusive: Video Interview with JD Spangler VP Category Development & John Whitaker, VP, Consumer Insight for HANESBrands

In this exclusive interview with Shopper Insights in Action’s Shopper TV’our official streamcast network ‘ JD Spangler, who is the VP Category Development and John Whitaker, the VP ofConsumer Insight at HANESBrands Inc., discuss:

- Hanes’ category norms and stability
- Lessons on partering on a mass level with retailers
- Best practices for creating a culture of research debate and innovation

This fall at The Market Research Event 2012, a full track will be dedicated to Insight Driven Innovation, powered by companies such as Reliance Industries Limited, Time Warner Cable, Hallmark Cards, Inc., Intel Labs, and more.  For more information on the sessions in this track and the rest of the program, download the agenda here.  If you’d like to join us this November 12-14, 2012 in Boca Raton, register to join us today and mention code TMRE12BLOG and save 15% off the standard rate!

Marc Dresner is IIR USA’s sr. editor and special communication projects lead. He is the former executive editor of Research Business Report, a confidential newsletter for the market and consumer research industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Salad and Fries – a false choice with concurrent marketing

“Turkey Burger, please,” a satisfied grin crossing my face as I slid the menu across the plastic tabletop.  “Salad or Fries?” she asked, snapping her gum and scribbling on a tiny guest check pad.  “Salad or Fries?” I wondered.  Not much of a choice, really.  And what if I wanted both or neither?  I certainly wasn’t confronted with all of the possible choices and yet I felt I shouldn’t have to make a choice at all.

I was reading an article recently about “concurrent marketing.”  (Ron Capello, “The New and  The Next” Marketing Management Spring 2012) At first I thought this was a clever new way to say 360 Marketing which my clients have struggled both to deliver and measure for many years.  Actually, the idea was more elegant than I expected.  Yes, it had to do with using multiple approaches in parallel.  Salad and Fries.  But it also alluded to “just in time manufacturing” by suggesting rapid cycles of learning and deployment of marketing and tactics and messages.  Now I’m wondering if this is the true power of Mobile Market Research.

Attending TMRTE (the Market Research Technology Event) I was struck by research suggesting very poor response rates for MMR.  At the same time I was uplifted by progress toward using gaming to engage survey respondents.  Perhaps the confluence of these forces, packaged and aimed toward creating short cycles of learning and action, learning and action will help clients of the future iterate to greater success cumulatively over time.  Perhaps these short term iterations also fit better with the short employment cycle of most marketers and the short attention spans of most consumers.  Perhaps in the future we can have Salad and Fries because they are not choices but concurrently relevant.  And tasty too.

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Today’s guest post is from Kelley Styring. Styring is principal of InsightFarm Inc. a market research and consumer strategy consulting firm. She has led insights for Procter & Gamble, Pepsico, Black & Decker and NASA prior to founding her own firm in 2003. Kelley is a published author and has been featured in USA Today, ABC News, Good Morning America, Brandweek, Fortune, Quirk’s Marketing Research and The Market Research Daily Report from RFL Online.  She will be live blogging from The Market Research Event 2012 this November 12-14 in Boca Raton, Florida.  If you’d like to join her, register today and mention code TMRE12BLOG to save 15% off the standard rate!

Facebook as a research community

Social Media Today’s blogger Matt Rhodes recently pointed out something very significant. Facebook is not a great tool for market research. Yes, it’s a community where individuals come together and discuss certain topics (as the article points out, there are 34 groups in London alone that are based around Starbucks), but you can’t get the most out of the research experience. There’s a certain amount of research and insight you can’t attain on Facebook because you’re not in control of the conversation.

Do you agree with Matt? Have you found great ways to use Facebook to collect research for your company? What do you think?