Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

Beyond  The  Hype  The  entrance  of  social  media  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

Research  communi4es  

Par4cipant  coding  

Online  discussion  groups  

Blog  research  

Content?  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

Consumer  language  

Listening  

Consumer  insights  

Trend  watching  

Connec4ng  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

0  Where  did  it  go  wrong?  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

Representa4veness  

‘It’s  the  end  of  the  world  as  we  know  it’  

1  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

Conversa4ons  are  the  new  unit  of  analysis  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

Sampling  is  s4ll  key  

2  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

234.000.000  websites  

126.000.000  blogs  

27.300.000  tweets  

‘we  scrape  all  online  conversa6ons’  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

www.facebook.com

 

www.health.co.uk  

www.bbc.co.uk  

www.webw

asp.co.uk/forum  

www.thew

holesaleforums.co.uk/forum

/  

www.tw

iLer.com

 

www.am

azon.co.uk/  

forums.pigeonw

atch.co.uk  

www.schoolhistory.co.uk/forum

/  

forum.netw

eather.tv/  

www.ukm

usic.com/  

www.schoolhistory.co.uk/  

www.trials-­‐forum

.co.uk/    

www.blue-­‐room

.org.uk/  

www.sharesforum

.co.uk/  

www.speedw

ay-­‐forum.co.uk/forum

s/  

forum.tribalw

ars.co.uk/  

www.webdesignerforum

.co.uk/  

www.asd-­‐forum

.org.uk/forum/  

www.m

otorhomefun.co.uk/    

www.blog.co.uk/  

www.youtube.com

 

www.lgblog.co.uk/  

www.bloguk.com

/    

blog.newhum

anist.org.uk/  

www.zoom

f.com/blog/  

www.therugbyblog.co.uk/  

blog.findmypast.co.uk/    

Convenience  sampling?  

Addi4onal  scra

ping  is  a  must  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

Data quality 3  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

Goal  orienta4on  

What  do  you  want  to  learn  from  online  conversa4ons?  

A:  Market  insights  

B:  Brand  reputaSon   D:  Customer  saSsfacSon  

C:  Evaluate  product  /  campaign  

4  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

Insight  genera4on  &  idea  genera4on  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

Buzz  volume  

Sen4

meter  

Ea4ng  professional  

Housing  Payment  

Guilt  

Iden4ty  

Telephone  call  

Treatment  

Diagnosis  

Transport  

Dog  Personal  care   Law  

Clothes  

Ac4ve  

Friends  Decision  

Safety  

Religion  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

Ea4ng  =  enjoying  life  

Health  problems   AppeSte  decreases  

Altered  taste  Chewing  

Swallowing  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

Supermarket  for  elderly  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

Branding  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

Share brands in total amount of conversations

Total  sample    100%  conversaSons  

Brands  

24%    

conversaSons  

Total  sample  =  1327   About  brands  =  327  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

52%  

68%  

%  Emo4onality   %  Posi4ve   %  Nega4ve  

73%   28%  

90%   81%  

Average  ra4ng  

review  sites  

2,69  

1,75  

Sen4ment  analysis  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

%  Emo4onality   %  Posi4ve   %  Nega4ve  

90%   81%   52%  N  =  48  

Average  ra4ng  review  sites  

1,75  

!   Strengths  !   Breyers  has  a  strong  tradi4on.  Their  vanilla  &  chocolate  flavours  are  legends  and  they  always  had  a  strong  fan  base.  People  have  a  lot  of  trust  in  the  brand.  

!  Weaknesses  !   Recently,  consumers  report  a  decrease  in  quality  

–  Taste  –  Texture  – Natural  claim  

–  Profit  above  quality  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

Communica4on  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

#1980  

28%  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

Learn  what  you  already  know  

5  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

I  feel  bi^er  about  my  life,  the  way  its  gone,  the  fact  there's  no  quick  fix  solu4ons  -­‐  any  advice?  

Customized  metrics  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

Annelies  Verhaeghe,  InSites  Consul4ng  ,  Belgium  Part  2:  Session  2,  Convenor  Sue  York,  Chair  Brian  Jacobs,  schedule  =  11:15am  to  11:45am  (GMT/London)  

Q  &  A  Annelies  Verhaeghe  and  Brian  Jacobs