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Scooped by Joachim Scholz, PhD!

Customer Behavior Defines Preferences | Social Media Today

Customer Behavior Defines Preferences | Social Media Today | Marketing Research |
Understanding customer behavior gives you insight to the processes people follow when making a buying decision. Ideally, the information you gain from data diving guides good marketing and management decisions.
Joachim Scholz, PhD's insight:

By Sarah Murphy:


This article offers a critical perspective on what consumer behaviour data actually means. Specifically, the author begs the question of whether this information tells us more about consumer preferences in and of themselves or about pitfalls of the business processes of a company. The most powerful piece of evidence brought up in the article is the example of a company who asked consumers whether or not they preferred telephone or online ordering from their store. Although their customers did prefer the telephone approach, this was not necessarily because it was one of the company’s strengths. This is because an analysis of the company’s website revealed that their online presence was very weak. Ultimately, this article offers insight into how a “smart” market researcher should design their research approach. Specifically, research questions should seek to combine information about a company’s current marketing tactics (Ie. online distribution approach) with behavioural data and psychographics. The market researcher should anticipate how specific aspects of a business’ current practices might be influencing consumer behaviour and ask questions to both rule out false hypothesis and also to determine the optimal adjustments that should be made if an hypothesis is correct.

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Suggested by Justin Huang!

How Xerox Uses Analytics, Big Data and Ethnography To Help Government Solve "Big Problems"

How Xerox Uses Analytics, Big Data and Ethnography To Help Government Solve "Big Problems" | Marketing Research |

Xerox and Los Angeles intend to decrease road congestion by implementing a dynamic pricing model for parking spots. They hypothesize that by increasing the price of high-demand spaces while simultaneously lowering the price of low-demand spaces, road congestion will decrease. This article discusses how they will prove this hypothesis and the relationship between two different yet important data sets, which are fast growing "big data" and the classic consumer ethnography.  

According to Ken and David, the relationship between "big data" analytics and ethnography is symbiotic. They explain that by using ethnography to give a human context to raw data, they can properly address human problems. A key example they gave was, ethnographers taking video anecdotes of actual people struggling with parking signage and thus willing to park in unfavourable areas.  This to me outlined certain key statistics tied to parking behaviour that drove home their hypothesis. The big insight here is that ethnography documents how things really work and tie together data that would otherwise not be related. Understanding the human element through consumer ethnography allows marketers and researchers alike to identify the right problems and approach them in the right way. 

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Suggested by Jackie Paré!

Developing the case for social integration

Developing the case for social integration | Marketing Research |

This article sheds light on how it is increasingly important for companies to homogenize their digital marketing efforts by collecting their content shared on multiple social channels (Facebook, Twitter, blogs, etc.) and aggregating it all on the corporate website. It uses H&M, a global clothing retailer, as an example of a company that has made a forward-looking move by integrating all social discussions in one key location on their website. By clicking the page ‘Social Media Room’, anyone can browse through (and even sort by subject) what customers are saying about the brand, store service, products, and so on. A quick visit to the page and you will see that negative posts aren’t filtered.

By bringing transparency to their brand and openly sharing and publicizing customer feedback, H&M evidently recognizes the importance of consumer communication. As an H&M customer myself, this initiative reveals to me that the company wants to involve consumers in business decisions and address concerns online. This integration does not only benefit the consumer. Social media listening is a powerful source and by directing social discussions to their website, the company can better compile all their data before conducting social media monitoring and measurement.

Joachim Scholz, PhD's curator insight, October 23, 2013 7:50 AM

It is interesting to see in this article how H&M uses social media under a full transparency agenda and share all their feedback with the public. I think that this is a wise and forward looking move. In the 1960s, the work of Vance Packard and others have fueled the fear of the Hidden Persuaders, leading to a backlash and suspicion against marketing that is still dominant today. It is only a matter of time until the next Vance Packard steps up and introduces the general public to companies' social listening efforts, putting companies onto the same level as foreign nation spies (and not the James Bond kind of style). If you demonstrate transparency early on and stick to it no matter what, your company will earn respect and trust in the long run.

Suggested by Reid Stewart!

Rewards of social chat are worth the risks -

Rewards of social chat are worth the risks - | Marketing Research |

Social listening is becoming an increasingly important part of a business’s marketing strategy, but is it really worth the risk in the event a company makes a gaffe? Currently, 54% of tweets to companies are overlooked, leaving many consumers angry and ignored with problems unsolved. This article explains that although the risk of public altercation over social media could happen, benefits outweigh the risks.


Domino’s was recently bashed after an employee had mistaken a compliment for a complaint by apologizing to a customer who claimed to be eating a delicious pizza. Making a mistake should not cause businesses to shy away from having a connection with consumers. Companies should encourage a social business environment, as employees can identify a potential crisis or even counter misinformation quickly. If a mistake is made, the best way to rectify it is to identify your mistake and move on; do not fret about it.


It is important to understand mistakes will happen. A company needs to be proactive and invest in training for social listening for employees. As more companies start participating in social listening, the ones that invest the time into doing it right can gain a significant competitive advantage.

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Suggested by Jennifer Lee Roman!

Driving Innovation through Consumer Insights

This interview took place at the 2013 Future of Consumer Intelligence Conference and discusses technology companies’ contemporary focus in consumer ethnography. Kate Mogal, Senior Manager of Human-Centred Innovation for Logitech, shares how tech companies have found the way to gain competitive advantage in their super competitive industry is not to focus on pure engineering innovation, but to understand their consumer needs.


The dialogue is insightful because it highlights the important connection between understanding consumer needs and the organisational structure. An example Mogal gives is how Logitech bring engineers into the field when they collect raw data for ethnography, and this demonstrates how the company is committed to the united goal of filling the consumers’ needs. Her modern perspective on customer-centred organisational cultures is stimulating because it’s profoundly significant for companies have this attitude, not only within the fast-paced technology industry, but for marketing in any field.


The interview illustrates how Logitech is discovering their consumers’ needs by rearranging their structure, researching organisational learning and shifting their organisational culture, yet there was no evidence of results. Mogal can only hope that in the long term their long term approach will pay off and they inaugurate a non-engineering competitive edge. 

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Suggested by Sjoerd van Veenendaal!

How Social Media Helped Travelers During the Iceland Volcano Eruption

How Social Media Helped Travelers During the Iceland Volcano Eruption | Marketing Research |

This article highlights the importance of social media during a crisis and how to use it in order to be successful. The article is about airline companies such as KLM, SAS Scandinavian and Lufthansa, who learned how to benefit from social media. In April 2010 a volcano in Iceland formed a huge ash cloud above Europe. This outburst caused a lot of problems for the air traffic and it was the beginning of an era in which social media in Europe was used to provide quick, up-to-date information for customers. 


Airline companies started to be really active on social media platforms such as Twitter and Facebook to share information, such as flight statuses, with their customers. Furthermore, they also used the media tools to quickly respond to questions from their customers. The use of social media reduced the amount of calls at the call center and it allowed them to respond to all their customers. This experience learned them how they could use social media both as a valuable information and a customer value tool. 


In this case social listening prevents dissatisfaction among customers by listening to their questions and providing them with information. 

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Suggested by Bea Robertson!

Cisco Transforms Social Media Monitoring with New Listening Center - Salesforce Marketing Cloud

Cisco Transforms Social Media Monitoring with New Listening Center - Salesforce Marketing Cloud | Marketing Research |

Bea Robertson's insight: 

This interview recounts the launch of Cisco’s new Social Media Listening Center, primarily supported by the tool Radian6.  Cisco uses the Center to listen to consumer chatter, flag trending topics, map worldwide mentions, and measure average response times.  The company leverages this information, engaging with consumers via different aspects of the business, including product development, troubleshooting assistance, pricing strategies, and distribution schemes.


The Center allows Cisco to react efficiently to consumer product needs. Recently, when Google Chrome updated their WebEx plugin it created a software bug for Cisco users.  Through social listening, Cisco saw this issue develop, and responded quickly by issuing a software patch.  Cisco solved the problem for consumers before Google could even react.  This success inspired Cisco to create a new campaign to secure positive brand relationships, titled #CiscoListens. 


Going forward, Cisco should consider expanding the Center to monitor B2B marketing communications, as the majority of Cisco’s end consumers are businesses.  If Cisco can find a way to specifically listen to businesses and their employees via company discussion boards, forums, or other web dialogue platforms, they will be able to better serve, and market to, their entire consumer base.  


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Scooped by Joachim Scholz, PhD!

Can Social Data Tell You If Your TV Ad Actually Ran?

Can Social Data Tell You If Your TV Ad Actually Ran? | Marketing Research |
Find out why and a number of marketers and a host of media agencies are giving Bluefin Signals Brand Edition a try.
Joachim Scholz, PhD's insight:

By Marianne Choi:


When people are excited about something, they tend to talk about it online. Bluefin Labs is capitalizing on this trend by tracking reactions on social media to TV ads that run on the various networks it tracks. Bluefin Signals Brand Edition is designed to understand which shows are generating conversations and to observe how different shows and ads in shows generate brand conversations. This information is important to marketers, as it will heavily influence which shows they want to invest in. If there are two programs with equal ratings, however one has a higher engagement in social media, companies will be more likely to choose that program to place their ad. One would think that a brand like Estee Lauder should advertise on networks geared for its target market like Bravo, however it has been observed that TV viewers tweet as frequently or sometimes even more when ads of cosmetics appear on networks like CNN. The information Bluefin Labs provides to companies looking to place TV ads is invaluable. There is an opportunity for companies to leverage personal conversations held on social media to achieve maximum efficiency with their TV ads and generate more brand awareness. 

Joachim Scholz, PhD's curator insight, November 30, 2013 12:20 PM

This is how social media and TV play together

Suggested by Natalie Mason!

Kraft Peanut Butter bears are creeping out Canada

Kraft Peanut Butter bears are creeping out Canada | Marketing Research |

This article describes the not so very smooth roll out of the new Kraft Peanut Butter logo. Kraft’s new logo has been described as “creepy” from most consumers. This demonstrates how missing the art of social listening can be detrimental for a brand.  Author, Marc Weisblott places his finger on the pulse of the new Kraft logo. He delves into the social media dirt that has been stirred up because of the new bears. Tweets from consumers have included describing the new brand logo as “disturbing” and “creepy”.


This rebranding also encompassed four new flavours of peanut butter, but because of the buzz around the new logo this launch has been mostly over looked. Kraft finally outlined some reasoning behind the logo change that relied on their year of market research. Based on their qualitative research the new logo was described as “updated, fresh, and a clean appearance” most importantly that the bears were “inviting you in.” Through monitoring the brand online Kraft has gained an insight that contradicts their initial research, perhaps enough to reevaluate its marketing mix. This demonstrates the requirement for social listening; this is not something they could have afforded to miss! 

Suggested by Stephanie Kusters!

B2B’s Are Listening Too

B2B’s Are Listening Too | Marketing Research |

Cisco has launched a social media listening center based on those of Gatorade and Dell. Six screens show social mentions, consumer concerns, and resolution rate and can be configured for events like product launches and Cisco’s Olympic sponsorship.  A team monitors mentions and pushes relevant posts to appropriate departments to boost use of customer feedback, efficiency, and ideas.


By routing posts to departments ranging from sales to legal and setting up the Center in a common room, social media and research are no longer just for the marketing team.  It ties the organization together for maximized efficiency.  It also shows how social listening is not exclusive to B2C companies. B2B’s have competitors to track, customers, and feedback to manage so online brand equity is crucial for B2B companies too.


The Center works for Cisco because it aligns with competencies as a communications-technology company; it understands the value of two-way communication and fast response time. It would be interesting to learn differences Cisco encountered as a B2B versus the Dell model in who they respond to, approach, and metrics. Additionally, Cisco could expand metrics from Facebook and Twitter to forums and relevant “Groups” pages on LinkedIn to better identify key influencers.

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Suggested by Aurélie Mathon!

The Public Spoke, Maker's Mark Listened - Returning To Original Formula

The Public Spoke, Maker's Mark Listened - Returning To Original Formula | Marketing Research |

This article provides insight on how Maker’s Mark, a bourbon brand produced by Beam Inc., reversed its decision of lowering the level of alcohol thanks to social listening.


Earlier this year, Maker’s Mark identified a problem: they were having difficulty meeting their demand because of their lengthy production time. 


In hopes of resolving this issue, Maker’s Mark decided to bring down the water level in their product from 45% to 42%. When the company was announcing this change in water level, they clearly explained that it would not affect the taste.


Unfortunately, Maker’s Mark did not invest in marketing research to gain insight into how consumers would react to this change in formula. As a result, angry customers took over social media such as Facebook and Twitter to express their dissatisfaction over the change. Maker’s Mark listened to consumers and immediately changed their bourbon back to the original formula.


This situation is a great example of the increasing impact of social media on firms’ decision-making process. With appropriate research, the company could have predicted that customers were ready to pay more.

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Suggested by Colin Babington!

Listening To Social Media Cues Doesn't Mean Ceding Control

Listening To Social Media Cues Doesn't Mean Ceding Control | Marketing Research |

This article looks at the importance of social infrastructure as a way for companies to maintain control over their brands while also catering to a social-user base. Patrick Salyer recognizes that merely creating and managing social media profiles, as a way to create significant levels of engagement, is no longer the answer to the “social problem” and speaks to ways that social infrastructure allows for both an improved user experience and maintained control of a brand.


Salyer describes social infrastructure as the backbone of the social Web beyond the walls of social networks. This infrastructure is what allows visitors of a webpage to log-in and share or like content via Facebook, Twitter, etc. This sort of convenient log-in allows companies to control the content that is being seen by the user and also gives companies permission-based access to a realm of valuable social profile information.


I don’t think customers will be incentivised to access pages through social media if they feel their privacy is being invaded. It will be interesting to see if in time customers become unhappy with the level of access given to companies using social infrastructure tools, perhaps a new way of gathering information will be required.

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Suggested by Kyle Maloney!

Tagboard | CrunchBase Profile

Tagboard | CrunchBase Profile | Marketing Research |

This new platform revolves around the use of hashtags to aggregate content on a specific topic or online “conversation”. It pulls these conversations from five different social media sites and creates a custom board of specific content. This tool is great for a few reasons, and is great for a broad range of businesses. Firstly, for small businesses without a huge budget to invest in large-scale social media monitoring, this offers a simple yet effective solution to stay tuned on what is being said about your brand. 


The video posted on this link gives you a good idea of how even bigger organizations such as sports teams can benefit by using such a tool because it gives them the chance to engage their clients in real-time and even reply to posts right from tagboard. This tool is aimed at marketers and gives both big and small companies the opportunity to amplify their engagement in a meaningful way with their fans, brand supporters, clients etc. across several social media platforms at once. The company is still a startup so it will be interesting to see how they integrate analytics and other important features for marketers into their platform. 

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Scooped by Joachim Scholz, PhD!

Social Media Monitoring: Innovation for Public & Veteran Health

Social Media Monitoring: Innovation for Public & Veteran Health | Marketing Research |
It’s been nearly twenty years since Newsweek published Clifford Stoll’s hype alert about the Internet… and I’m sure we can all agree that the Internet has not been disregarded as a “trendy and over...
Joachim Scholz, PhD's insight:

By Massimo Ianniruberto:


This article sheds light into a niche but extremely important industry that can effectively use social media to literally save lives. In this article it states that the EU and the European Federation of Pharmaceuticals are partnering together to use social media and data mining to listen to people who have recently taken medicine that may be new to the industry. This idea is “Pharamacovigilance “ which is the science of detecting, assessing, and preventing an adverse event.  This idea is changing the industry completely, by monitoring keywords and mining data, because it now allows people to instantly report any side effects they may be feeling from certain prescriptions they’re taking, and further allows the doctor to answer back through the social platform in order to possibly adjust this side effect, immediately. The companies will further data mine all collected information and see if there are new trends that may lead to side effects they never knew before. This social listening will allow the medical field to see side effects faster, and react to them faster as well. By knowing how customers are feeling and further replying, customers and companies will become more comfortable with using drugs to solve problems. 

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Suggested by Amy Zhu!

Marriott Finds Kids Play Big Role in Vacation Planning

In this video, Brian King, Marriott’s global brand officer, explains the insights the hotel chain gained from a video ethnographic study they conducted on how families plan vacations. It was widely assumed that adults did the bulk of the planning.


However, it was found that children play an important role in travel planning – kids, especially millennials, are more adept at using technology and have the means to do their own research on trip destinations and where to stay. Traditionally where moms planned trips and decided where to go, children are now adding their suggestions to the mix. Brian King compares moms as CEOs and children as CIOs where information is fed upwards. Vacation planning has become more of a democratic process and Marriott has taken this ethnographic information into consideration when creating new content. They are now making it more bite-sized, relevant, and appealing to a wide range of users because of the wider demographic that are watching and listening.


This video demonstrates the importance of doing ethnographic studies and how it can change how a company markets themselves. As Marriott takes these insights into consideration, they will now be able to target and appeal to a much wider audience.

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Scooped by Joachim Scholz, PhD!

How luxury hotels mine social media in the name of comfort

How luxury hotels mine social media in the name of comfort | Marketing Research |
Social media is influencing the level of personal care that five-star establishments provide to guests
Joachim Scholz, PhD's insight:

By Anna Woodruff:


As the pace of technological trends continue to accelerate, companies are constantly being faced with challenges to adopt new strategies in order to meet and exceed customer expectations.

This article examines how luxury hotels are leveraging insights from social media to enhance the customization of their services, and ultimately, achieve a competitive advantage through differentiation and innovation. By monitoring guests’ online activities on digital platforms, hotels become more informed about customer needs’ and are able to tailor product offerings accordingly.

TripAdvisor, a credible site for many travelers, contains a wealth of information relating to customer experiences, making it an influential platform for hotels’ reputations. The Four Seasons uses a 24-7 monitoring system to ensure timely response is provided to complaints, demonstrating their appreciation of customer feedback and priority to provide valuable customer service.

A concern that has the potential to be met with adverse criticism is that this use of social media may infringe on people’s privacy. By attempting to add a personal touch, hotels may risk being accused of virtually ‘stalking’ their guests. The difficult and ethical question is – to what extent is it acceptable to use or exploit personal information for the purposes of a competitive advantage? 

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Suggested by Catrina Zhang!

Red Cross Social Media Monitoring Center: Tracking Tweets To Save Tornado Victims

Red Cross Social Media Monitoring Center: Tracking Tweets To Save Tornado Victims | Marketing Research |

In March 2012, Red Cross and Dell unveiled the American Red Cross Digital Operations Centre in Washington D.C. to leverage the use of social media for humanitarian relief.


The Centre runs on Dell’s network and tracks Twitter, Facebook, and YouTube feeds after a disaster occurs. This initiative allows the Red Cross to collect additional information about the disaster zone, identify trends and evidence of survivors, and connect first responders and resources to individuals needing help. The Centre has so far been used to help victims of a tornado in the United States, allowing the Red Cross to track the location of those affected and position aid workers accordingly.


Social media continues to play a growing role in both the public and private sectors. Traditionally used mostly by retail brands to track brand sentiment and customer feedback, social media listening is becoming instrumental in engaging people and guiding aid relief in the wake of an unfortunate event. Using this cost-effective modern technology to save lives is a huge step forward for the Red Cross. Social media listening can definitely be leveraged by more not-for-profit organizations around the world to help connect those in need and those offering support.  

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Suggested by Katherine Wardle!

MasterCard Uses Social Intelligence to Tweak MasterPass Offering

MasterCard Uses Social Intelligence to Tweak MasterPass Offering | Marketing Research |

This article discusses MasterCard’s use of social listening to determine consumer reactions to their MasterPass product. The company developed their ConversationSuite program to monitor online conversations before the product’s release, and found negative reactions among early adopters. In response to this feedback, MasterCard simplified the product, and focused promotions around frequently asked questions.


From online conversations, MasterCard realized that consumers were confused about how the product (originally called the PayPass Wallet) would differ from the Google Wallet. In response, the product was rebranded as the MasterPass. The company also used social listening to identify drivers of online conversation regarding mobile money solutions and offered one-on-one explanations of the service to these influencers.


This article demonstrates the importance of conducting social listening before a product’s formal release, as it would have been difficult to make these significant changes after MasterPass’s introduction. It also demonstrates that social listening enables companies to shape online conversations about their products by facilitating communication with key influencers. As the launch of this product continues, MasterCard could use social listening to respond directly to questions from new MasterPass users in order to further increase the value of their product offering, and to track reactions to competitors’ products. 

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Scooped by Joachim Scholz, PhD!

Omnicom Media Group and Salesforce Will Build Social Marketing Tools

Omnicom Media Group and Salesforce Will Build Social Marketing Tools | Marketing Research |
Omnicom Media Group will employ Salesforce's Marketing Cloud for its social media-based marketing and advertising efforts across its global agency network, the companies are announcing today.
Joachim Scholz, PhD's insight:

By Taylor Robertson:


This article discusses why Omnicom Group, one of the largest advertising and marketing holding companies who controls some of the largest and most successful agencies such as BBDO, has signed a deal to begin using Salesforce’s social media technologies to create campaigns that better target consumer needs.  The media conglomerate is looking to create deeper consumer interactions for its 5,000 clients through the creation of “social media command centres” in London, San Francisco, Chicago and New York.  These command centres will use the newest Salesforce social listening technologies to scale their scope across the world. 


This change in the agency world is a new revelation because it is one of the first instances of agencies using social media listening to differentiate themselves.  In the past agencies have offered superior creative execution and account management as differentiating qualities while gaining insights about a products target customer from some strategy, but mainly from insights coming from the client.  This model of social listening will allow Omincom to gain a better understanding of the target market than the client would have or any other strategy research available before, resulting in more targeted campaigns and better sales per advertising dollar.

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Suggested by Bradley Shafran!

Farmers Restaurant Group Selects newBrandAnalytics for Social Media Monitoring and Operational Intelligence

Farmers Restaurant Group Selects newBrandAnalytics for Social Media Monitoring and Operational Intelligence | Marketing Research |

Farmers Restaurant Group (FRG) operating out of Washington, DC has decided to follow the trend of social listening with the aid of newBrandAnalytics (nBA). The FRG operates three restaurants in the DC area, all of which are quite popular because they are proactive and seek out consumer opinions. The restaurant environment in Washington is very competitive; consequently, social media is imperative to adequately serving current customers and attracting new ones.


The nBA platform helps companies track mentions on sites like OpenTable, TripAdvisor, Facebook, Twitter, and others. Social listening is not yet common practice for restaurants. Therefore, it is vital that businesses with an already established customer base monitor and analyze all social media mentions in order to find out what customers want and improve on that basis.


Using a prepackaged platform is more efficient and effective at getting the right data to the right people. With the help of nBA they will receive daily updates and weekly reports to better meet the needs of their customers. By using social listening the FRG should be able to gain further competitive advantage in their market. In the future it is important for all businesses regardless of industry to consider social media's impact.

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Scooped by Joachim Scholz, PhD!

Every Move You Make

Every Move You Make | Marketing Research |
Calling Margaret Mead: Ad agencies are hiring anthropologists and ethnographers to study and film consumers in their natural environments to see what...
Joachim Scholz, PhD's insight:

By Eadaoin Candon:

The directors of Ogilvy and Mather advertising agency, Gilding and Shapira are both ethnographers. They head a group of researchers who follow consumers for hours/days at a time, filming them in their native environments. Their aim is to capture what consumers actually do with products rather than what they say they do. 

Limitations of research tools, such as focus groups, which can be influenced by vocal members, can be overcome with ethnographic research by its duration and emotional engagement. However, ethnography is expensive, time consuming and doesn’t always provide clear guidance to a client accustomed to quantitative research methods.

Gilding carried out ethnographic research for Miller Lite and drew differences between Miller Lite and Bud Lite drinkers through video-recording and eavesdropping on drinkers. The data gathered resulted in a series of ads that scored highly for entertainment and empathy, but were not successful in driving sales.

The gap between knowing how consumers behave and actually utilising this information to drive sales will have to be bridged to get the most out of ethnographic research. Companies must use the insights they gain from ethnography to tap into consumers’ emotions, to send a message that resonates with consumers and results in sales. 

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Scooped by Joachim Scholz, PhD!

UPSVoice: Why Businesses Should Listen To Customers On Social Media

UPSVoice: Why Businesses Should Listen To Customers On Social Media | Marketing Research |
Social customer service can give companies the best of both worlds: the ability to reach a wide network of customers while providing more personalized responses at the same time.
Joachim Scholz, PhD's insight:

By: Isabel Sarrasqueta Vidal


This article suggests that social media could be more effective for customer service rather than for marketing and sales. Customers now want a rapid response to questions and complaints so companies through social media can provide a more personalized and a quicker treatment. A recent report states that only 41% of the companies asked, use social tools for communicating with customers.


Listening to customers is not as easy as it seems. Customers use multiple channels when they talk about a brand so companies need to be present in all the places and recognized that social media. A company should have at least one person in charge of this online customer service through different social networks to provide a quickly response to their complaints.  It is known that with this quick response on social media, customers would likely recommend that brand to others. Nevertheless, unanswered complaints can go viral and could cause a real damage to a brand.


The fact that a company listen to its customers, could give a competitive advantage on other companies. If customers feel that the company is taking care of them, their switching cost would increase so a brand with this practice would gain loyalty.

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Suggested by Jacqueline Marcuzzi!

How Cisco Achieved 281% ROI with Social Listening and Salesforce Radian6

How Cisco Achieved 281% ROI with Social Listening and Salesforce Radian6 | Marketing Research |

This article specifies how Cisco’s new social media command center allows them to improve customer engagement and satisfaction. Insights gathered allow them to recognize new opportunities, initiate discussion, address service issues, and enhance customer engagement, for example by giving away free minutes in response to tweets.

By standardizing its social listening on Salesforce Radian6, Cisco was able to achieve a 281% ROI, benefiting the business in various areas. Social listening has allowed Cisco to better allocate creative services, opposed to solely managing tweets. Productivity of real-time response has increased as a new device allows instant responses to social mentions by employees. Retracting and analyzing social mentions, gives Cisco an improved outlook on sentiment and behavior, reducing market research investment compared to traditional costly means. Lastly, Cisco has increased their profits by reacting to insights collected though social listening that have created sales opportunities that may have otherwise gone unnoticed. 

Given the positive outcomes resulting from the social listening center, Cisco should consider additional social engagement initiatives to target key influencers. This could create additional involvement among the brand community, showing the potential influencers can have on others, especially when paired with quick real-time response from Cisco. 

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Suggested by Stephan Wu!

Executive Insight with Marty St. George – Think Insights – Google

Executive Insight with Marty St. George – Think Insights – Google | Marketing Research |

In an industry where customers matter above all else, staying competitive translates to the ability to process customers’ feedbacks in real-time. Marty St. George, Senior VP of Marketing and Commercial, discusses how social listening added tremendous value to the company’s mission of “bringing humanity back to air travel”.


JetBlue came through when the company started engaging with their customers on vast social media platforms, humanizing the brand on a one-on-one level. The social monitoring mechanisms that were implemented measured microsites, landing pages, and social hotspots. This allowed management to detect operational and sentimental insights instantaneously. All the social feedbacks gathered are then fed back into the business, making JetBlue more adaptable, more focused, and much faster than its competitors. When it came to crisis management, JetBlue’s strategic focus on efficiency and responsiveness permitted the company to deal with the inherent tension quickly and effectively. Ultimately, the company continues to enhance its customer relationships.


While dominating the airline industry remains a challenge, establishing such a competitive advantage is necessary to ensure future profitability. By embracing social insights, JetBlue has not only dramatically increased its customer satisfaction, but also minimized negative images and associations that may be curated by social media.

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Suggested by Brandon Picken!

Listen Up! Dell Lends Its Ear To Social Media

Listen Up! Dell Lends Its Ear To Social Media | Marketing Research |

This article unveils Dell’s newly acquired listening abilities thanks in part to its new state-of-the-art Social Media Listening Command Centre outside of Austin, Texas. Dell utilizes several social media platforms in order to promote new product/service offerings, but more importantly to gather customer concerns and feedback regarding their existing products so that they can better adhere to customers’ wants and needs. Dell’s Vice President for Social Media, Manish Mehta, explains that keeping in touch with customers has become the core of their business model at Dell.


Mehta explains that the heart of this concept is not located inside the Command Centre. The real innovation is the people who can monitor any user-generated content that concerns their brand. This function allows them to measure customer satisfaction and alter their offerings as best suits customer’s specifications. Dell has conformed to today’s globalized world in that they are able to track tweets in 11 different languages and offer their website in 34. Dell demonstrates an understanding that technological innovation is not the sole sale driver in business today. They acknowledge that building trustful relationships, resolving customer complaints in a timely fashion, and variability is what really sets them apart from other computer manufacturers.  

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