Real-time intelligence, collaborative research, adaptive brand planning Measuring and monitoring online conversations about brands to assess brand influence and brand visibility Applying qualitative analysis to determine research parameters and add meaning to quantitative findings Identifying the conversation hubs and the influencers across a wide range of channels Using crowd-sourcing and co-creation methodologies to achieve research, innovation and planning objectives Building iterative models for feeding real-time insights and consumer inputs into the existing marketing process

1. The Co-creation Planning Agency
Research 3.0
real-time intelligence, collaborative
research, adaptive brand planning

2. You are here
#1 About Face
#2 Why do we need to evolve
#3 Real-time Intelligence
#4 Collaborative Research
#5 Adaptive Planning

3. is a mix of researchers, planners, brand strategists
and social media experts based in London
we are part of the international research network

4. we use co-creativity to enable brands to interact directly with
consumers on and offline in real time in the UK and
internationally to deliver a range of insight, innovation and
activation/social media objectives

5. You are here
#1 About Face
#2 Why do we need to evolve
#3 Real-time Intelligence
#4 Collaborative Research
#5 Adaptive Planning

6. evolved consumers
huge untapped creative potential

7. empowered
consumer
quick, easy, cheap ways
for voicing your opinion,
super connected,
always on

8. post-consumer era
“this is not a question of scale.
It is a different way of existing” J.Murdoch

9. “where the truth lies”

10. not only trust in ads
has fallen but also its
structural capacity of
generating influence
(reach)
media clutter

11. sea of
niches
personalization,
diversification,
fragmentation,
niches culture,
tailored
approach

12. around me:
pull NOT push
fragmentation also means the new and
only potential center is now “me”

13. real-time immediacy
and the collective mind
getting
information thatʼs
relevant
to who I am,
where I am and
what Iʼm up to
sharing
information with the
right people,
at the right time,
in the right way

14. ambient model
continuous
togetherness

15. always in beta
personalization and diversification also mean
that systems have to be flexible and adaptive to
incorporate the users input

16. the web re-learns
to learn

17. and these conversations
are going offline

18. …and social data:
identity - who are you
contacts - who you know
activities - what you do

19. what sites I visit what I buy
what I read and share where I am
who I email who I meet
what I tell them who I call

20. this makes social media
the richest insight field
ever

21. but how does all this
affect research?

22. for the first time
we can do
qualitative research
on a mass scale!
impressive...

23. on the verge of a
new evolution in research
a) Qual Research - Ethnography
b) Research 2.0 - Communities
c) Research 3.0 - Real-time

24. Research 3.0
#1 Real-time Intelligence
#2 Collaborative Research
#3 Adaptive Planning

25. You are here
#1 About Face
#2 Why do we need to evolve
#3 Real-time Intelligence
#4 Collaborative Research
#5 Adaptive Planning

26. Research 3.0
#1 Real-time Intelligence
a) Social Media Immersion
b) Insights Dashboards

27. June/August 09

28. #1 Real-time
social media immersion
1) Scan the web for
relevant content.
2) Build a targeted media
panel in order to track and
monitor a vast number of
social media sources.
3) The tracked content is
than refined, stored into an
online database and mined
in real-time to generate
rich insights.

29. #1 Real-time
social media immersion
a) Mention Trends
b) Brand Visibility
c) Qualitative Presence
d) Topics and Perceptions
e) Brand Social Network
f) Brand Influencers

30. #1 Real-time
mention trends

31. #1 Real-time
brand visibility

32. #1 Real-time
qualitative presence
polarity (is the statement positive or
negative?)
intensity (what is the degree of emotion
being expressed?)
subjectivity (how partial or impartial is
the source?)

33. #1 Real-time
qualitative presence/2

34. #1 Real-time
topics and perceptions

35. #1 Real-time
brand social network

36. #1 Real-time
brand influencers

37. #1 Real-time
insights dashboards

38. #1 Real-time
insights dashboards

39. #1 Real-time
data visualization is key
• quicker grasp on information
• manage bigger amounts of information
• easier pattern recognition
• takes more variables into account
• more actionable insights
• easier to share insights

40. You are here
#1 About Face
#2 Why do we need to evolve
#3 Real-time Intelligence
#4 Collaborative Research
#5 Adaptive Planning

41. Research 3.0
#2 Collaborative Research
a) Peer-to-Peer Research
b) Immersion Community
c) Crowd-sourcing
d) Co-creation

42. #2 Collaborative Research
the process
insights
insights insights
insights
insights insights platforms
insights
insights insights
insights
insights
Once the platforms for collaboration have been insights
insights
identified the communities are engaged through insights
a) exploration tasks, b) crowd-sourcing tasks insights insights
insights
and c) co-creation tasks

43. #2 Collaborative Research
peer-to-peer research
“A distributed research network architecture composed of
participants [CONSUMERS] that make a portion of their
resources (such as processing power, disk storage or
network bandwidth) directly available to other network
participants”
“Peers are both suppliers and consumers of resources, in
contrast to the traditional client-server model where only
servers supply, and clients consume”

44. #2 Collaborative Research
peer-to-peer research/2
Peer-to-peer research is research from the inside done with
and by the people, not on them
Peer-to-peer research give you access to niches, insider
perspective, understanding of influencers and genuine
insights.
Builds on the Social Media Immersion outputs cross-
validating the insight and defining the exploration platforms
for the research community

45. peer-to-peer research
TechTribe 09
A distributed network of 15
research agents recruited
through our youth
community Headbox
Tech, Fashion and Social
Media usage were covered

46. #2 Collaborative Research
research community
Online community with stimulus to encourage category
exploration and insight, team bonding, and creative
stimulation.
360° view of users to see how the brand fits in their
everyday life.
Specific tasks are designed to investigate further the
themes emerged in the monitoring and peer-to-peer
stage.

47. ongoing consumer insight community
THE BRIEF deliver an ongoing stream of insight to help the
Coca Cola planning team stay close to the teen and young adult
market. Provide a sounding board for the brand and trade teams
in promotions, communication and product development
THE COMMUNITY 100 young consumers working
directly with the insight, brand and trade teams for 12
month period. Exploring a range of topics including:
health, POS, promotions, Olympics, brand perceptions,
ad testing, loyalty schemes, environment and formats

48. #2 Collaborative Research
crowd-sourcing

49. #2 Collaborative Research
crowd-sourcing
Emerging issues are broken down into focused problem-
solving tasks and broadcasted to a targeted group of
solvers as an open call for solutions.
The consumers generate, define, explore and validate
ideas and also sort through and commenting on them to
improve and develop them further.

50. user experience crowd-sourcing
THE BRIEF identify future facing technology
solutions that Nokia could develop in order to
increase relevance in the North American market
THE CROWDSOURCING OUTPUT 450+ seed ideas
and 9 robust concepts. 100 US Youth Techleaders
worked directly with the Nokia User experience team
to explore relevance themes and crowdsource new
service/product ideas

51. #2 Collaborative Research
crowd-sourcing
hypothesis ideas
generation
validation
tasks tasks
consumers consumers
response voting on response
ideas selection
key insights & ideas

52. what you get
+bottom-up richness
+global crowd
+diversified crowd
+wider range of talent
+cost-effective
+lots of ideas
+rich insight
+consumer-brand relationship
+peer-rating
+advocacy

53. what’s missing
many-to-one
not very targeted
bottom-up but still vertical
access to insight and strategy
collaboration
editing, building on, refining
funneling process
face-to-face
strategic thinking

54. bottom up is not enough
“the bottom-up mind
will take us much further,
but will never take us to the end goal”
(kevin kelly)
Crowd-sourcing needs to be
part of a bigger process

55. #2 Collaborative Research
co-creation
Is the act of company stakeholders collaborating
directly with selected (usually smaller) groups of
consumers to work on a specific brief.
Is about leveraging consumersʼ creativity without
preempting the results of the process
Can take place on-line in communities or/and
offline in workshops

56. #2 Collaborative Research
co-creation
The best ideas are then taken to a selected group
of consumers who develop them further with the
help of the brand stakeholders, the experts and
agency planners and researchers.

57. Project Playboy
Face cracked a brief to develop concept for the
new Axe variant in just 8 weeks

58. co-creation
strongest ideas
dev tasks
final concepts
insights + refined concepts

59. what you get
+few-to-few-to-one
+more targeted
+bottom-up and top-down
+collaboration, editing, building on
+refinement and funneling
+online & face-to-face
+access to insight and strategy
+strategic thinking
+faster process
+immersive
+robust and tailored concepts

60. whatʼs missing
[compared to crowdsourcing]
-smaller crowd
-local
-less diversification
-fewer ideas
-more expensive than crowd-sourcing

61. the case for a hybrid model
bottom-up + top-down
crowds + individuals
group thinking + individual thinking

62. You are here
#1 About Face
#2 Why do we need to evolve
#3 Real-time Intelligence
#4 Collaborative Research
#5 Adaptive Planning

63. Research 3.0
#3 Adaptive Planning
a) the hybrid model
b) the challenges
c) a new breed of agency

64. the hybrid model
consumer crowd-sourcing co-creation
immersion
listen plan engage measure
download
workshop

65. bottom-up
consumer crowd-sourcing co-creation
immersion
listen plan engage measure
download
workshop
top down

66. the hybrid model
consumer crowd-sourcing co-creation
immersion
listen plan engage measure
download
workshop No longer
a linear process
but a loop

67. #3 Adaptive Planning
the challenges
- planning in silos
- annual budgets
- long planning cycles
- organization structure
- lack of web expertise
- endless insight journey

68. #3 Adaptive Planning
a new breed of agency
- consumers as partners
- social media at the core
- ideas come from everywhere
- talent resides in and outside the company
- elastic teams: collaboration over silos
- continuous engagement, not campaigns
- agile branding

69. The Co-creation Planning Agency

70. www.facegroup.co.uk
@andrewneedham
andrew@facegroup.co.uk
@abc3d
francesco@facegroup.co.uk