The Internet is Built for Research: Online (Market) Research. Dr Roger Dawkins

Transcription

1 The Internet is Built for Research: Online (Market) Research Dr Roger Dawkins

2 Overall purpose of session Describe, implement and cribque basic frame- work of online market research.

3 By the end of this session you will be able to 1. Understand basic (and free) user insights available online and how to use these to structure your research. 2. Undertake basic user insight research online and implement the results to create a potenbally engaging and relevant piece of content. 3. Understand what is unique about users/ audiences of your research.

4 creabve child #creabve #artsy- type #not- sciency #mymumsays

5 failed architect #can t- do- science #unidropout #macca #media

6 I have the shits I have the poos I have diarrhoea diarrhoea #PHD #non- strategic #cinema #funwhileitlasts

7 I get some distance (and some good hair)

8 pretenbous student #quality- content #no- algorithms #Iamawriter!

9 the internet dickhead boss weird internet guy horrible boss I discovered that with the internet you could find out so much about your user, you could test your findings, and try again, and test again like a game. For me, this was science for the non- science types.

10

11 c/o Vice 2014, available: hxp:// google- trends- can- tell- us- about- australia

12 c/o Vice 2014, available: hxp:// is- new- zealand- googling

13

14 Video 1: The Internet Imbecile QuesBon: List two things about the way we read and research online that some theorists are saying is having a negabve effect on our memory and cognibon.

15 What market research used to tell us about our target market Edward Bernays (1947): Themes must appeal to the mo/ves of the public. MoBves are the acbvabon of both conscious and subconscious pressure created by the force of desires (The Engineering of Consent, qtd. in Wikipedia, available: hxp://en.wikipedia.org/wiki/the_engineering_of_consent).

16 Robert Collier (1937): Most people are like automobiles. They can be pushed or pulled along, or they can be moved to acbon by starbng their own mobve power from within. In either case you must provide the fuel. And the only fuel that will start the sort of acbon you want from within is desire (44).

17 desire

18 Thinking broadly, what does market research tell us about our digital target market? Q: You are a marketer (or a researcher perhaps some kind of blogger), what would you say makes the internet user Bck? Desire? Think of 2-3 characterisbcs.

19 Jay Baer: useful informabon i.e. YouBlity. Buzzfeed: content they can share. Mary Hamilton (assistant editor, The Guardian) stuff that makes them look good. hxps:// Hc

20 Barash et al (2010) Impressions people think are most important in their own posts: Impressions upliiing depressing 1. cool uncool (35%) cool uncool entertaining boring appreciabve cribcal self- important self- deprecabng

21 How did they come up with these characterisbcs of the online user? They studied the data available online; they conducted tests. Whether it is a consumer shopping around for prices, a researcher exploring her topic or a fan looking up their favourite band, the internet makes finding and analysing informabon easier than ever before. That s because everything people do online leaves a data footprint. (Stokes, 2014, p. 40)

22

23 Video 2: The Internet Crystal Man

24 Let s move away from the general psychology of the online user and use the tools of the internet to find out, broadly, what does the internet say about a topic? This is useful for structuring your research. (Clearly, you would typically narrow this down more to something like What are people in x place saying about a topic?, or What are x age people saying?.)

25 My favourite (simple) tools for finding out what the internet is saying about a topic Google AdWords Keyword Planner Search in a search engine Any stock photo search tool Facebook search SocialmenBon.com: social media search engine topsy.com: find influencers and senbment scores icerocket.com: filter social media searches Google Alerts/Google Trends Google site search

26 Google AdWords Keyword Planner You need a Google account (free) hxps://adwords.google.com/ko/ KeywordPlanner/Home How to use: hxps://youtu.be/bxrekvhzekw

27 What is the internet saying about feminism? Note: This is not academic research, but market research for a marketer/blogger/web- writer with the aim of wribng something people are likely to want to read because it fits online opinion/consensus/trend. Of course, the lessons can be applied to academic research to a degree, and this is in so far as your academic research is about leveraging a popular topic or opinion.

28 Google

29 Google Alerts

30 Google Site Search

31 Facebook search

32 Google AdWords Keyword Planner

33

34 Not so much what people are saying, but what is happening in this topic in other words, what is topical

35

36 Photonica

37

38

39

40 As well as using the markebng tools to find out what the internet says about users and a topic, a crucial part of online market research that is useful for any kind of professional communicabon is researching research that says what works.

41 Which list is the most re- tweetable list of words, and which is the least re- tweetable?

42 1.

43 2.

44 Answer: 1 is most re- tweetable. Source: hxp:// headlines/

45 Video 3: The Internet Sociopath QuesBon: What is a possible excuse for this sociopathic behaviour?

46

47 A big part of online markebng research isn t just finding out about users and topics, but tes/ng your research. Example: Upworthy tested 2 kinds of headlines and got 17 Bmes more views. Apparently they test 25 versions of each headline! hxp:// how- to- write- viral- headlines- like- upworthy/arbcle/ /

48 You can A/B test your own headlines in TwiXer. Also, float ideas for content and don t write the content unbl you gauge public opinion.

49 Which version was re- tweeted more? Answer: the second version Source: hxp:// smart/a- scienbfic- guide- to- wribng- popular- and- sharable- headlines- for- twixer- facebook

50 Which version performed be?er? 1.

51 2.

52

53 Let s look at your lecture log: Which Bme block had most of your online acbvity? Why? MulB- tasking? Tired of listening? Someone messaged you? Was it hard to pick up the thread again and get back into it? Can you ever get too far gone?