Investigación de Mercado: Focus Group Vs Experiencia Digital


See on Scoop.itGabriel Catalano human being | #INperfeccion® a way to find new insight & perspectives

Hay muy buenas empresas de investigación de mercado, pero no todas han asumido la investigación de mercados on line en su actividad diaria.

Los focus group muchas veces han terminado por considerarse el fracaso de las estadísticas fiables. Y es que es inevitable que la gente se comporte de forma diferente cuando alguien le mira, es la naturaleza humana, y es precisamente lo que ocurre cuando se hace un focus group.

Un focus group es algo caro, deficiente, impreciso y engañoso, al que se enfrenta directamente la prueba a través de experiencias digitales en su lugar. Pippa Nutt, vicepresidenta online y de medios en Canadá de Northern Lights Direct explica en DMNews por qué:

1. La gente se comporta de forma diferente cuando está debajo de un microscopio
El comportamiento de los sujetos de un estudio inevitablemente se ve alterado porque éstos saben que están siendo observados. Y si el responsable del estudio es consciente de que los sujetos se comportan de forma diferente, ¿qué validez tienen esos datos? Además, la persona que dirige el grupo influye sobre los resultados, especialmente cuando hay sujetos con una opinión formada sobre la dirección que creen que debería tomar el grupo.

Es inevitable. La naturaleza humana nos hace interpretar los signos más sutiles y reaccionar de acuerdo a ellos, lo que altera cualquier resultado. Y esto no pasa online, porque no sabemos necesariamente si alguien nos mira, haciendo que las reacciones sean más nativas, naturales y, como consecuencia, más válidas desde la perspectiva del marketing.

2. Las audiencias en los focus group no son un reflejo de la audiencia real, y menos de la audiencia online
Es imposible comparar el impacto o la validez del comportamiento de miles de visitantes a una web con un focus group de participantes que, primero tienen que querer participar, entrar en los criterios de selección y, también, caber en la sala que se ha reservado para tal propósito. Al final, la audiencia de un focus group es algo que se selecciona y para el que la gente tiene que querer entrar en esa selección. Leer más “Investigación de Mercado: Focus Group Vs Experiencia Digital”

Closing the Empathy Gap


 

Anyone who tried to avoid hearing the Olympic results until the events aired hours later here in the United States knows how easily information flows across our social networks and into our consciousness. It didn’t matter if you preferred to wait to hear the results of the Men’s 400 meter relay.  If it mattered to your social network, the results of the race were going to find a way to get to you. 

The degree to which social media has become part of our every-day lives allow for greater opportunities for brands to understand and even empathize with consumers. Most brands have established listening posts, using either paid tools or at least a rudimentary Google alert-style monitoring program. These are designed to spot and quickly address detractors, and to uncover pockets of advocates and amplify those positive experiences.

But now, many brands are evolving those listening posts into new sources of empathy. New ways of understanding consumers and turning those insights into a competitive advantage.  This effort requires the social data and conversation-mapping experience, as well as the active participation of the Planning department.

The New York Times recently covered the “social focus group” phenomena describing the ways many brands use social media for product development/testing.  This is an especially important development for marketers, and actually brings us back to the time of Mad Men, when advertising agencies were so tied to product development that they had test kitchens in the office.  All of this is designed to break down some of the bureaucratic fortresses built up over the last 25 years, and get brand managers in closer proximity to, you know, real people.

As brands and agencies work to close this empathy gap, we’ll begin to discover there are many roles social media can augment, or even lead, in traditional planning research.   This is because great ideas are built on a cultural tension — some bigger issue that is, in some way, tangled up with the brand values*.

Social media, specifically real people engaging in continuous non-branded conversations, can help us chart this terrain.  This is based on the simple premise that most people do not talk much about brands in their daily lives,about 10 brand references per day on average —almost all in passing.**

So, how do we move from elementary listening and responding to a more sophisticated source of insight for planning creative, effective programs? Here’s an imperfect list of sources of empathy, and how brands are using the insights to drive business results.

Five Sources of Empathy Leer más “Closing the Empathy Gap”

8 Books to Sharpen Your Ninja Marketing Skills

You may not be a marketing consultant by trade. But each of us, once hired to handle work for our client, becomes part of the giant grinding wheel of marketing; and even a cursory knowledge of the marketing basics, along with some hot tips from the minds and sciences on the bleeding edge, will give you the sharper dueling blade you need to pull ahead of your competition (but no beheading please).

To get the most out of this list, here are a few tips:

* I recommend getting a digital book reader or even just downloading Amazon’s free Kindle App for your PC or Mac. Why? Because I’ve noticed my ability to read and digest massive amounts of information increased dramatically when I started buying and reading my books digitally.

I believe this is a) because I spend so much frickin’ time online that my brain is trained to move through information much faster in this context and b) because if you’re anything like me you get stir crazy at home and it’s nice to get away to a cafe or a new locale and that’s hard to do when you’re hoisting around fifty books. And yes, I reference my hundreds of books regularly.
* These books are not your typical Marketing 101 books. These are deep immersions into neuroscience-based branding, neuro-linguistic programming, culture codes, what motivates us, and so much more. Savvy entrepreneur clients and business leaders are aware of these books and will be impressed that you are too. Smaller businesses and professionals who are not aware of these books will benefit so drastically from your garnered knowledge here that packing this extra value into your current skill and knowledge sets will do wonders for your freelancing career.
* Some people revere books the way they revere the Mona Lisa. Keep ‘em crisp, keep ‘em clean, if it looks used, it’s been abused!! Well I’m of the opinion that a book well used is a book well loved. My physical and digital books are swimming with notes carved into their margins, highlights and scribbles dashing through the text, and errant notes like mohawks jut out of the pages where I’ve run out of room and added a torn sheet from my notepad.

Because these are the kinds of books you’ll reference often, I recommend loving your books thoroughly and not being afraid to show it. : Use a highlighter or the “Notes and Marks” tool on your e-reader to mark key passages and as they ignite ideas, be sure to jot them down in the book or a notebook/document you keep handy that houses all your brainstorms.
* Don’t believe in the power of a single book? I recently had a potential launch client with a massive brand tell me that my prior work lacked the quality and verve they were looking for (they wanted heart instead of hype and as we copywriters must give clients what they want, most of my past client clips demonstrated elegant hype).


You may not be a marketing consultant by trade. But each of us, once hired to handle work for our client, becomes part of the giant grinding wheel of marketing; and even a cursory knowledge of the marketing basics, along with some hot tips from the minds and sciences on the bleeding edge, will give you the sharper dueling blade you need to pull ahead of your competition (but no beheading please).

To get the most out of this list, here are a few tips:

  • I recommend getting a digital book reader or even just downloading Amazon’s free Kindle App for your PC or Mac. Why? Because I’ve noticed my ability to read and digest massive amounts of information increased dramatically when I started buying and reading my books digitally.

    I believe this is a) because I spend so much frickin’ time online that my brain is trained to move through information much faster in this context and b) because if you’re anything like me you get stir crazy at home and it’s nice to get away to a cafe or a new locale and that’s hard to do when you’re hoisting around fifty books. And yes, I reference my hundreds of books regularly.
  • These books are not your typical Marketing 101 books. These are deep immersions into neuroscience-based branding, neuro-linguistic programming, culture codes, what motivates us, and so much more. Savvy entrepreneur clients and business leaders are aware of these books and will be impressed that you are too. Smaller businesses and professionals who are not aware of these books will benefit so drastically from your garnered knowledge here that packing this extra value into your current skill and knowledge sets will do wonders for your freelancing career.
  • Some people revere books the way they revere the Mona Lisa. Keep ‘em crisp, keep ‘em clean, if it looks used, it’s been abused!! Well I’m of the opinion that a book well used is a book well loved. My physical and digital books are swimming with notes carved into their margins, highlights and scribbles dashing through the text, and errant notes like mohawks jut out of the pages where I’ve run out of room and added a torn sheet from my notepad.

    Because these are the kinds of books you’ll reference often
    , I recommend loving your books thoroughly and not being afraid to show it. : Use a highlighter or the “Notes and Marks” tool on your e-reader to mark key passages and as they ignite ideas, be sure to jot them down in the book or a notebook/document you keep handy that houses all your brainstorms.
  • Don’t believe in the power of a single book? I recently had a potential launch client with a massive brand tell me that my prior work lacked the quality and verve they were looking for (they wanted heart instead of hype and as we copywriters must give clients what they want, most of my past client clips demonstrated elegant hype).

    Leer más “8 Books to Sharpen Your Ninja Marketing Skills”

What is Open Innovation? | Crowdsourcing? | User innovation? | Co-Creation?

What is co-creation? Here Wikipedia states that co-creation views markets as forums for firms and active customers to share, combine and renew each other’s resources and capabilities to create value through new forms of interaction, service and learning mechanisms. It differs from the traditional active firm – passive consumer market construct of the past. I like how C.K. Prahalad and Venkat Ramaswamy argue that “value will be increasingly co-created by the firm and the customer, they argued, rather than being created entirely inside the firm.”

These terms overlap which leaves plenty of room for confusion, but I hope this short overview helps.


By Stefan Lindegaard

Many people ask what open innovation is. I suggest that you should view open innovation as a philosophy or a mindset that you should embrace within your organization. In a more practical definition, open innovation is about bridging internal and external resources and act on those opportunities. The value proposition this gives companies that get it right is simply too good to miss out on.

I also like this quote from Henry Chesbrough; “Open innovation is a paradigm that assumes that firms can and should use external ideas as well as internal ideas, and internal and external paths to market, as the firms look to advance their technology

This still leaves three other questions:

What is crowdsourcing? Wikipedia states that “crowdsourcing is the act of outsourcing tasks, traditionally performed by an employee or contractor, to a large group of people or community (a crowd), through an open call.” I view crowdsourcing as a tool that can be used to bring external input into your organizations.

What is user-driven innovation? I view this as a technique in which companies gain insights from users, which can then be used in the innovation process. I think that a key element in user-driven innovation is the observation of users rather than the use of questionnaires and focus groups. Erich von Hippel is an important influencer with his contributions on lead-user innovation. Leer más “What is Open Innovation? | Crowdsourcing? | User innovation? | Co-Creation?”

Crowdsourcing for Research Part 1: Getting unbiased results

With the plethora of market research techniques out there, some people might question the application of crowdsourcing to get information from the market. What with surveys, panels, focus groups, Neilsen, Ipsos, MyPoints, suggestion boxes, etc. we should be able to get all the input we need, right? After all, if over 50% of Fortune 500 firms only used focus groups, they’ve gotta be good right?*

Well, yes and no. The issue isn’t getting input, it’s getting reliable, accurate, unbiased input that’s most important. Getting market input isn’t all that hard. Ensuring that it’s accurate feedback that represents what the market truly wants and being able to assess all of that information to pull out only the most salient information is very hard to do well. And that’s where crowdsourcing differs significantly from traditional research.


Randy Corke

With the plethora of market research techniques out there, some people might question the application of crowdsourcing to get information from the market.   What with surveys, panels, focus groups, Neilsen, Ipsos, MyPoints, suggestion boxes, etc. we should be able to get all the input we need, right?  After all, if over 50% of Fortune 500 firms only used focus groups, they’ve gotta be good right?*

Well, yes and no.  The issue isn’t getting input, it’s getting reliable, accurate, unbiased input that’s most important.  Getting market input isn’t all that hard.   Ensuring that it’s accurate feedback that represents what the market truly wants and being able to assess all of that information to pull out only the most salient information is very hard to do well. And that’s where crowdsourcing differs significantly from traditional research. Leer más “Crowdsourcing for Research Part 1: Getting unbiased results”

Personal Branding for Business Women : What’s in Your Wallet?

Lady Gaga : The Ultimate “Personal Brand”

A few weeks ago when I applauded Lady Gaga for creating such a unique and marketable brand, I suggested we all need to pay more attention to our personal brands. But where do you start? If you’ll follow these branding tips (that create an acronym for WALLET) you’ll be more likely to widen your wallet as you increase your marketability in the workplace.


by jeremywaite

Lady Gaga : The Ultimate “Personal Brand”

A few weeks ago when I applauded Lady Gaga for creating such a unique and marketable brand, I suggested we all need to pay more attention to our personal brands.  But where do you start?  If you’ll follow these branding tips (that create an acronym for WALLET) you’ll be more likely to widen your wallet as you increase your marketability in the workplace.

W =  Write down what you want people to say about you when you leave a room or meeting. There’s a word on the street about all of us and most women don’t realize  that they can decide what they want it to be and make it a reality.  Begin by writing down in 25 words or less the way you want to be described.  It might be helpful to start by finishing this sentence, “There goes a woman who ___________.”

A = Apply actionable behaviors. It’s not enough to just write down your brand, you have to identify the behaviors in which you must behave if you are to be seen in the way you want.  For example, if in your corporate culture being a “team player” is an essential ingredient for success, and you have it in your brand statement, then you have to do things like offer to help others even if it means staying late or volunteer for projects outside the domain of your regular responsibilities.  Remember, people don’t know us by our intentions, they know us by our behaviors. Leer más “Personal Branding for Business Women : What’s in Your Wallet?”

5 Things Customer Care People Wish Marketers Understood

Earlier this week I had the chance to present at one of the largest annual meetings of customer care professionals in the world, the SOCAP International Symposium. SOCAP stands for the Society of Customer Care Professionals, and among other things, its members include the folks in charge of running call centers, managing customer response teams and sometimes branching into running loyalty programs as well. If marketing is all about the outward appearance of a brand and perception, then customer care (more than any other group) is focused on the reality of what your brand actually is.

This battle between perception and reality, interestingly, is where the divide between customer care and marketing usually arises. The larger the company, the more divorced these two disciplines seem to be – often only meeting at the last stages of planning a marketing campaign to finally discuss coordinating. Not surprisingly, a key theme I quickly saw during the SOCAP event was that the communication between marketing and customer care needs to get stronger across the board. In particular, there were 5 themes that emerged for me (as a marketer) that define what customer care people would love to see from us more frequentl


imb_socap_wordle450Earlier this week I had the chance to present at one of the largest annual meetings of customer care professionals in the world, the SOCAP International Symposium. SOCAP stands for the Society of Customer Care Professionals, and among other things, its members include the folks in charge of running call centers, managing customer response teams and sometimes branching into running loyalty programs as well. If marketing is all about the outward appearance of a brand and perception, then customer care (more than any other group) is focused on the reality of what your brand actually is. Leer más “5 Things Customer Care People Wish Marketers Understood”