Diane harris social media research - 2012

A Presenta*on from the NewMR “Social Media Research” Event

9 October, 2012

All copyright owned by The Future Place and the presenters of the material For more informa:on about NewMR events visit newmr.org

Pinterest: Why You Should Be Interested! Diane Harris, D. M. Harris Associates

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Presented by Diane M. Harris D. M. Harris Associates

Speaker: Diane Harris, D. M. Harris Associates NewMR Social Media Research Event, 9 October 2012, Session 2

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*  What is Pinterest?

*  Why does Pinterest Captivate?

*  Ways to more fully understand customers & brands *  Secondary Research

*  Custom Research


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* http://pinterest.com/dianemharris/

* “Pinterest is a God-send to Qualitative Researchers”

Matthew Carlson

Principal, experience strategy & designot Studio Inc., San Francisco


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*  Sign up, no longer by invitation only *  Decide who to follow (and who not to

follow) *  Decide on what categories of boards

are important to you *  Download a “Pin It” button *  Start Pinning!


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*  Favorite Places and Spaces

*  For the Home

*  Products I Love

*  My Style

*  Books Worth Reading


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*  It’s free *  It’s open to everyone, there are no

closed boards, yet. *  You have to have text in the

comment box. *  As long as you attribute the pin’s

original source, copyright shouldn’t be an issue.


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* 75% of cerebral cortex is wired for visual thinking

* Largest system in the human brain

* We think in pictures & metaphors


* Speaker: Diane Harris, D. M. Harris Associates

NewMR Social Media Research Event, 9 October 2012, Session 2

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Beauty Speaks

Beauty Invites

Beauty Nourishes

Beauty Comforts

Beauty Inspires

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Beauty Speaks

Beauty Invites

Beauty Nourishes

Beauty Comforts

Beauty Inspires

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Beauty Speaks

Beauty Invites

Beauty Nourishes

Beauty Comforts

Beauty Inspires


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Beauty Speaks

Beauty Invites

Beauty Nourishes

Beauty Comforts

Beauty Inspires

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Beauty Speaks

Beauty Invites

Beauty Nourishes

Beauty Comforts

Beauty Inspires

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*  Pinterest has grown from 700K to almost 20M unique visitors in the last year

*  About 1 in 4 consumers report that they are spending less time on other social media sites in favor of Pinterest.

*  Females average 73% of users in the USA


* Source: Double Click


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*  Pinterest is the 15th most popular website in the U.S. and nearly half of all Pinterest users are Americans.

*  Pinterest is spreading around the world

*  In the UK more male users than female


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* Qualitative researchers are continually capturing story

* Pinterest helps you better understand the story by adding dimension and going deeper

*  by Brand

*  by Individual


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* http://pinterest.com/source/harley-davidson.com/

* http://pinterest.com/source/tylenol.com/

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*  Can help find brand loyalists

*  Opportunity to follow a conversation

*  Opportunity to engage a brand advocate in conversation

*  Gain product feedback


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* Collages

*  Use as fodder for photo ideas to choose from for paper collage

*  Create online pin board individually

*  Collaborative collage


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* http://pinterest.com/dianemharris/fashion-feast/settings/

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* Use Pinterest when researching:

*  Brand imagery

*  Ideal product for product development or strategic positioning

*  Concept enrichment by understanding ethereal concepts, e.g. softness, sweet, relaxation, delicious, fun, fresh

*  Show ideas or concepts?

* Learn what people really want; unmet needs


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*  http://sat.collegeboard.org/home *  http://www.actstudent.org/ *  http://www.collegexpress.com/ *  http://www.college-path.com/ *  http://www.amazon.com/s/ref=nb_sb_noss_1?url=search-alias

%3Dstripbooks&field-keywords=getting+into+college *  http://www.gocollege.com/ *  http://www.education.com/reference/article/apply-college-well-

student-athlete/ *  http://blogs.edweek.org/edweek/college_bound/2012/07/

high_school_students_encouraged_to_dream_big_in_medical_fields.html *  http://www.quintcareers.com/college_application_timeline.html *  http://youngadults.about.com/od/finances/a/Commonmyth.htm


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*  All the men participated fully

*  All the no shows and non participants or partial participants were women

*  Perhaps men were drawn to the technology aspect


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* “It added a creative element with the Pinterest...I had never used it before. I liked creating the board and it allowed me to express my creativity and explore options as to what may help.” * “I really liked all of the activities, especially

the Pinterest pictures activity, I found that it best helped me create ideas and figure out what would really help me during the college process.”

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* “The groups have been super! I really like the way Pinterest adds to the methodology.”


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* With Pinerly you are able to graphically measure:

*  real-time click-throughs,

*  likes and re-pins for "campaigns" created through Pinerly.

* These valuable metrics help you understand what works


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*  Visual beauty and organization drives the power of Pinterest

*  Pinterest gives us a look into the ♥ of the respondent like nothing else

*  We now have a treasure trove of visual on-line tools to help respondents communicate their mind and more importantly, their heart.

*  We can share new ways for clients to engage consumers.


Ray Poynter VCU, Vision Critical

Diane Harris D.M. Harris Associates


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Diane M. Harris D. M. Harris Associates

Butler, PA [email protected]


A Presenta*on from the NewMR “Social Media Research” Event

9 October, 2012

All copyright owned by The Future Place and the presenters of the material For more informa:on about NewMR events visit newmr.org

Pinterest: Why You Should Be Interested! Diane Harris, D. M. Harris Associates

Diane harris social media research - 2012

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