This week, the MRS organized their festivals of ideas, the annual congress 2012. Together with Simon McDonald, I was invited to present our paper on the ‘rules of engagement’ so I headed off to London. Our piece existed out of a large netnography study on Youtube, Facebook & Twitter where we investigated across brands and sector if we could detect any rules or laws on what is activating consumers to talk on social media about brands. In total we detected 17 rules that can help you to set up a conversation management strategy. Check out the slidedeck below:
Continue reading
Author Archives: Annelies Verhaeghe
Esomar CEE Research Forum 2012: A deep dive in central and eastern Europe
The beginning of the year is a popular period for trend watching (see this arcticle on GenY 2012 trends, for example). On top of many lists with predictions for 2012, we find back the focus on emerging markets. With the current economic turmoil, many companies want to get growth out of the often called BRIC countries (Brasil, Russia, India & China). Although the BRIC-countries obviously represent some of the biggest countries, this list gets nowadays also expanded with the MIST-countries (standing for Mexico, Indonesia, south Korea and Turkey) and to larger extent to many other countries in emerging regions.
Continue reading
Are consumers the researchers of the future?
Good insights will lead to the discovery of something that is not yet obvious. They should be recognizable and real and must allow us to translate them into actionable business opportunities. Researchers are considered as experts in insight generation. But is the researcher still the right and only person suited to get the job done in? Can they see and interpret everything?
Continue reading