Posts Tagged ‘Listening’

GO DEEP OR GO HOME. Why digging behind social media trendlines matters.

Posted on: August 15th, 2017 by doyle

pos-negFrom the desk of Carole Schmidt

We’ve discovered two common practices in social media strategy: most companies receive some type of a social media data feed (monitoring), and most researchers have no idea what’s driving the conversation indicated by that data feed, leaving them unaware of the treasure of insights and opportunities that lie below the surface of this valuable research channel (listening).

Social media listening should, by now, be an indispensable research tool to you as an Insights professional, because it provides a vast quantity of unsolicited voice of the customer data that can be utilized to inform important business decisions.  At Doyle, we chuckle at calling social media listening “the world’s largest focus group,” but there’s a terrific, simple and useful truth there. In fact, we tap those same trained anthropologic and analytic skills to proactively listen to and analyze your customers’ voices in social media—the sentiment, the context, the intent, the impact—that we use in webcam interviews and mobile journals and focus groups. In our analysis we carefully examine context-dependent opinions, implicit subjects, and implicit product features/issues since people communicate in a more familiar manner in social media. It’s powerful and revealing because, just like rich ethnographic interviews, we can see beyond what people say (capture) into what people mean by what they say (intent).

Three great applications for qualitative social media analysis that will help you make smarter business decisions:

FOUNDATION  What language does your customer speak? Who does your customer perceive as competition, whether you do or not? Where and with whom is your customer talking about your category and your brand? What are they saying that is behind that brand decline or a spike in category sales?

Example: celebYoung people increased usage of the same brand of rideshare after popular celebrities tweeted about their rides. Potential company response: free ride policy among select, relevant celebs may go a long way toward expanding the client’s brand awareness and usage!

IDENTIFICATION Who is your customer? What elements of the customer experience (CX) matters most? Who or what influences them? Investigating the real meaning or intent behind innocuous data feeds can better inform how your brand (or PR team) needs to respond. Exploring the domains they use, the forums on which they post, and learning who your customer is influenced by tells you a lot about who they are!

Example: A recent emergent trendline related to a rideshare topic revealed a “scared” sentimenPicture2t echoed among consumers. Qualitative research revealed that it wasn’t aggressive post 1or dangerous driving skills consumers were questioning in social media conversation, but rather, the aggressive personalities of the drivers, overstepping professional driver boundaries. To increase customer satisfaction, the more meaningful change in rideshare driver training is to include customer service and professionalism skill building, not just road tests.

DISCOVERY What are new uses for your product? Who are your unexpected users? What are customers’ compensating behaviors in their user experience (UX)?  What are the emerging territories of future opportunity and growth? One client surfaced a new daypart for their center-of-plate food products that they had never considered before, adding an additional revenue stream. Anotheruber dinner found a peculiar new niche adult audience for their collectibles that were originally targeted to youth.  Yes, we dig far beyond the graphs, into the posts, to find those elusive and often surprising insights.

Example: Having your Uber or Lyft driver stop for food or drink is a rapidly growing trend that has led to innovative new services and marketing partnerships!

Our fresh eyes and “outsider” perspective often reveals stories in the data that our clients’ data feeds cannot expose without that qualitative lens.

Want to try it out? Give us a holler and Doyle Research will provide you—gratis!–with a qualitative peek into the social media buzz around your brand or category!

Sesexyxy driving. An emerging trend? Who knew?

“Dude, Your Ride is Tope.”* Your Customers are Talking. Are You Listening?

Posted on: May 21st, 2015 by doyle


From the desk of Carole Schmidt

73% of U.S. Americans now have a social network profile, a 6% growth over just last year. Social media engagementshoes image among 18-49 year olds averages 85%! And who’s “talking” in social media on mobile? Young people, African-Americans, Hispanics, the highly educated, and those with a higher annual household income are more likely to use social networking sites on their smartphones than other groups, making it easier than ever to add to the conversation.

Why should we insights people care?

The volume of unaided, qualitative commentary available is unrivaled by any other marketing research method. The world’s largest focus group exists at your fingertips!

What should you do about it?

  • Move social media monitoring and analysis out of PR and into your Research or Insights department.
  • Require social media involvement in screening criteria when seeking “average” Americans. If they’re not Tweeting, they’re not average.
  • Investigate what’s actually driving the trendlines around your brand, your competitors’ brands, or the category as a whole.
  • Tap qualitative social media analysis to identify audiences not previously on your radar. Can you say, “lumbersexuals?”
  • Speak your customers’ language before designing a survey to encourage more accurate responses. “Basic” is NOT a compliment.
  • Surface discussion topics or “red flag” issues to explore further with other methods.
  • Understand the competitive landscape to determine how to deploy limited resources. Should we compete in “gamer food?”

Doyle makes it happen by digging deep into the posts driving the trendlines to see what customers are actually saying. Our social media analysis certification and expert qualitative skills allow us to identify sentiment, buzz, language, geography, domains, even authors that matter to your brand. We tell you where your brand is talked about and what’s being said. Just ask if you’d like a demo! cschmidt@doyleresearch.com

BTW: “Dude, your ride is tope?”* Your sneakers are somewhere in the stratosphere of utter coolness.

Enjoy!

Dear (Mom), are you even listening to me?

Posted on: February 11th, 2015 by doyle

Dog-listeningFrom the desk of Chris Efken

As the mother of a teen, listening has heightened stakes. If I don’t listen carefully I miss the subtle insights into my son’s world — what his plans are on a Friday night, the due date of the next dreaded English paper, or the latest college he plans to attend (the one that likely has annual tuition in excess of $50,000!).

As marketers, listening also has heightened stakes. We seek to hear the voice of the consumer so our marketing efforts can be grounded in these insights.   Yet, whether we are focusing on consumer or shopper insights, we can inadvertently miss hearing, seeing (or perhaps even misinterpret) the information as a result of not fully listening to what consumers are both verbally and non-verbally communicating.

With so many distractions, all too often “fake listening” occurs. Whether listening for comprehension, empathy or judgment, we need to ensure that we don’t miss out on those elusive “Ah-has” or the key insights needed for product innovation and marketing plans.   To avoid some of the pitfalls associated with selective, biased listening or simply partial listening, let’s consider a listening tune-up by paying closer attention to the following when working with participants…

  • Listen with Unconditional Positive Regard—Strive to eliminate passing judgment by focusing on what’s being said rather than risking dismissing the learning based on a participant’s appearance or mannerisms.
  • Listen for critical content–Focus on the content of what’s being said, by stripping away and ignoring a consumer’s ums and ah’s.
  • Listen to both verbal and non-verbal communication to identify contradictions and/or understand the intensity of their feelings.
  • Be patient, listen for the complete story making decisions based on responses to a single question.
  • Listen to the answer you are receiving, rather than thinking about what you would like the moderator to ask next.
  • Listen to a comment in its entirety—Let a respondent finish his/her comment before reacting and jumping to a quick decision.
  • Be fully present when listening—Multi-tasking and distractions prevent us from hearing consumers’ entire product stories, keen insights and even potential new product ideas. Be fully present when listening to consumers or reading their online posts.

Great listening helps ensure we won’t miss that next big insight or product idea.