Consumer Insight

Slide 1

Insight area

Klasik

psikologis

Area klasik

Area Psikologis

Area klasik berarti mencari tahu siapa konsumen kita, apa yang mereka lakukan, di mana mereka berada, apa yang mereka beli, apa yang ingin mereka beli, media apa yang mereka pilih untuk mereka lihat, dengar, dan baca.

apa yang konsumen pikirkan dan rasakan, apa tujuan dan strategi mereka, dan bagaimana mereka dipengaruhi oleh perilaku.

Product or concept testing;

Product features;

Creative guidance;

untuk mendapatkan saran untuk kelangsungan hidup dan penerimaan dari sebuah produk atau konsep baru.

untuk mencari suatu fitur dalam suatu produk yang penting untuk konsumen dan kelebihan serta keuntungan yang bisa diberikan.

untuk mengarahkan usaha-usaha kreatif. Penelitian memungkinkan organisasi untuk mengerti apakah sebuah pesan bisa dipahami, apakah suatu pesan sudah sesuai, apakah konsumen mempunyai keberatan yang tersembunyi, apakah ada peluang yang terlewatkan, dan sebagainya

Missing features;

Purchasing channel;

Untuk mengetahui saluran apa yang dipilih konsumen dalam membeli barang dan harapan yang dimiliki konsumen ketika melakukan pembelian.

untuk menemukan emosi dan perasaan tersembunyi di balik respon konsumen

Biometrics

Why is this methodology important? Because instead of relying on research participants to tell us what is important (emotions which they themselves cant always articulate), biometric data sources capture actual physical reactions. While understanding physical measures of emotions and integrating that into market research is still evolving, it is already being used by several Fortune 500 companies.

There are now several companies that offer eye-tracking options so that you can analyze what interests the subject in a visual display, product package, ad, or web site.

Other biometrics track heart rate and temperature to measure responses. Somewhat related is the emerging category of facial coding.

Crowdsourcing

Crowdsourcing also includes the broader concept of asking a crowd for opinions or information

For more formal crowdsourcing approaches, see idea management and prediction markets below.

is often associated with the idea of having work completed, such as for design projects facilitated by sites like 99Designs and Crowdspring. Wikipedia is another famous example; an entirely crowdsourced, living encyclopedia.

Ex : An informal approach is to ask a question about market trends on a networking site such as LinkedIn. Another option is to ask Facebook fan page members what they think, for example, of a new ad. One could even argue that hosting a contestsuch as asking customers to submit videos or tag linesis a combination form of market research and crowdsourcing; by looking at the themes contestants focus on, the brand learns what is important to customers.

Ethnography

Anthropology comes to market research. Researchers who observe shoppers as they peruse grocery store aisles are the classic example, though there are many variations. We know we can learn a lot by observing consumer behaviorthings people will not or cannot articulate in a survey or focus group.

Some inspiring ethnographic research is being done by Kelley Styring of Insightfarm. Check out her fantastic book, In Your Purse: Archaeology of the American Handbag. While the market research application of ethnography is quite narrow as compared to its roots in anthropology, market researchers have gained a lot of insights by borrowing this methodology.

Instant pools

Willing to pay a little? Then you can purchase some minimum population requirements, such as country and gender. Facebook isnt the only option; check out CrowdTap, InCrowd and PollBob; these are just a few of the companies that integrate simple polling platforms with sample or social network access for same day research. But keep an eye on themthese tools are getting more sophisticated, and will soon blur the lines with traditional online survey platforms that offer panel access.

You can do a one-question Facebook poll for free. How cool is that? Sure, one can argue that it is not true market research, but it can still be a useful data source.

MROCS (market research online community)

Building your own community is expensive, but depending on the volume of research you do, it can pay for itself in under a year.

Market research online communities (MROCs) are a great option because they allow us to tap into known, qualified populations for our projects and give us the option of an ongoing dialogue.

MROCs can be built with as few as fifty or as many as thousands of participants, who opt-in and typically go through a screening process. Engage in real-time discussions, encourage co-creation, post polls, test offersthe possibilities are many. Not sure if it is a fit for your organization? Then start small with a pilot project.

Mobile research

Imagine being able to push out survey questionsone-at-a-time or as a complete surveyto mobile devices. Now you can, and it means that you can conduct research during or immediately after an interaction with your brand.

Imagine capturing shoppers immediate feedback on their in-store experience. How about collecting instant reactions from user group or conference attendees? Mobile research simply leverages the fact that most people have mobile phonesso why not send the survey to the most convenient device? Three of the many companies now offering specific products for this include SurveySwipe, Vovici and Zoomerang, among others.

Netnography

Distinctions should be made between netnography and social media research. Netnography studies a particular group or community (often over some measure of time), much like an anthropologic ethnographic study would. Social media research typically seeks to measure attitudes and behaviors more broadly; it is common for social media research to gather data from many thousands of sources. Unfortunately, these terms are sometimes used inconsistently, resulting in confusion.

Ethnography observes human behavior in-person; netnography observes it online. Popularized by Rob Kozinets, the premise is that we can learn a lot by observing the content and characteristics of online behavior. The sheer volumes of publically accessible (and therefore observable) blogs, discussion groups, and other communities mean we have numerous places to observe online behavior.

Social Media research

Trackur can be tried out for free and Radian6 has a free 30-day membership.* For more in-depth social media research including sentiment analysis, customized reporting, and related services, check out Conversitions evolisten, Crimson Hexagon, Cymfony, iTracks, NetBase and Nielsens BuzzMetrics. A wide variety of tools are available, and the applications of social media research range from simple early warning systems (alerting you to negative word of mouth) to in-depth brand perception analysis.

Easily track what is being said about your brand, product, or even competitors across social media sites.

Text analytic

Want a free option? Dump any bucket of text into a word cloud tool and you will get counts of how often a particular word comes up. Take the example of customer feedback forms or blog comments: wouldnt it be interesting to see how many times certain key phrases come up?

Advanced tools are available from companies such as Clarabridge, IBM and Lexalytics. OK, to be precise, text analytics is a tool, not a methodology. But because it can be applied in so many ways, it fundamentally changes how we can derive meaning from various sources. This makes it an exception worth adding to our list.

Text analytics and social media research go hand-in-hand, but text analytics can be applied to any text source. W hether it is website feedback forms, comments on your company blog, open-ended survey responses, or even customer letters, any bucket of text can be analyzed with text analytics tools. These tools run the gamut from very simple (and cheap) to very sophisticated (and pricey).

Video Research

Or maybe you just want to give research participants an alternative mode of sharing feedback. Ask Your Target Market (AYTM) is one such survey provider with a panel of webcam-equipped research participants available, Mindswarms is another. SurveyGizmo has hinted it will be adding video response support by year-end 2011.

New platforms are available that allow you to collect video-based research input. Maybe you want to see facial expressions. In some projects, emotional response can be very important.

Neuromarketing

A very close but distinct cousin to biometrics, the neuromarketing concept seems simple enough: by imaging or monitoring brain activity, we can objectively measure human response to visual displays or other experiences.

However, opinions on validity, best practices, and even ethics of neuromarketing are diverse. Yet, there are plenty of avid believers, and the idea that we can measure brain activity to determine what is going to be most effective (such as in an ad, product package, and in one famous case, even a magazine cover) is enticing.

Too good to be true for marketers? Perhaps. But a development worth watching.

Expert interviews

Forget the phone tag, scheduling hassles, recording errors, and transcription delays of yesterday.

Now by simply tapping into existing communities, you can get expert feedback on your burning questions within a day. At a minimum, posting questions on discussion groups is a great way to generate or refine hypothesesalways an important part of the research process.

Check professional association communities, LinkedIn Groups, and MeetUp Groups to find relevant experts.

Idea Management

By creating an engaging user interface, these platforms make it easy for participants to submit ideas, vote on ideas and engage in conversations. Platforms include BrightIdea, IdeaScale, Spigit, and many more. How about facilitating this via Facebook? Check out Bulbstorm.

If you have not heard of idea management before, think of it as a combination of idea brainstorming and concept testing rolled into one. Like coffee? Then check out the publically accessible example at MyStarbucksIdea.

A common market research task is to discover customer needs and wantssometimes in general, sometimes for a specific brand or product category. Platforms now exist that allow you to generate and assess ideas from select groups of interestsuch as customers, employees, or broader groups.

Prediction Market

The categories of idea management and prediction markets overlap a bit. From a market research perspective, the key point is simple: using a web-based tool to generate, prioritize, and assess ideas (which, in this context, are predictions).

Maybe you want to know what behaviors will be more common in your target market by 2015? Or which of several new product offerings will have the most demand in the next 12 months?

Ask the crowd, whether a broad or narrow one, by hosting a prediction market. IdeaScale, Infosurv, and Inkling are just three of the platforms that offer free trials.* Some astounding results, in terms of prediction accuracy, have been reported in case studies by Best Buy and The Iowa Electronics Markets, among others.

JenisStakeholder ConsumerInsight

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