In a newly defined social economy, ESOMAR hosted the 3D Digital Dimensions conference in Miami, Florida in October 2011.
The conference promised to break down each element of this social sphere and provide solutions on to how to utilise this constant chatter and help our brands connect. The key elements were:
• Online Research and Data Collection
• Social Media Research
• Mobile Research
The event itself was held in a beautiful setting and played host to global brands, market research agencies and of course the suppliers from over forty different countries. They all had a common goal: How to react to this revolution in market research and what it means for our day to day practices?
We were keen to attend this prime topic conference to ensure we stay, as a business, up to date with fast moving research technologies such as mobile & social media. In this way, we can make sure we continue to offer up to the minute advice and service to our clients. As well as continuing our efforts to spread the respondi word in such a saturated market!
At this conference, the programme and speakers were of a high calibre and I was keen to see what each did with their timed slots!
There was an interesting presentation from Facebook – who after all these years of white papers being written ABOUT them, decide to speak instead. Facebook made an interesting remark about the advertising world coming to a time of change, where suddenly it will no longer be about finding that one key celebrity influencer, as the individual general consumer holds all of this power due to expanding personal social networks. The task of course, is how to market and connect to individuals on a global level, and of course, with one marketing budget & campaign!
One paper, in particular, by Koki Uchiyama from Hottolink in Japan. He gave us a captivating and humbling presentation on how the Tsunami changed the sense of value of Japanese people. Lifestyles and purchase behaviours of consumers tend not to change on a large scale very frequently, but big disasters in such a short period often do. By utilising social media research and blog analysis over a period three years from a diverse group, they could begin to discover these changed behaviours. He rounded off his presentation by expressing his sincere gratitude for the World’s help in getting them back on their feet.
I look forward to seeing this social evolution shape our future research.