More Related Content Similar to Online safari reveals insights for Johnnie Walker conversations Similar to Online safari reveals insights for Johnnie Walker conversations (20) More from Steven Van Belleghem More from Steven Van Belleghem (20) Online safari reveals insights for Johnnie Walker conversations1. Let’s go onan online safari. Yourrangers of today: Prof. Steven Van Belleghem, managing partner InSites Consulting Denise Price, consumerplanning manager Diageo Europe 4. Time to change the research toolbox.Old techniques are missing the really important stuff. 5. Nethnographic research is great.And still, it is limited. Itdoesn’tgiveyou all the data & info neededfor a greatconversationstrategy. 10. Let’sactivate Johnnie Walker fans.Diageo wanted to offer value to its fans. Plan: a branded content site. Question: what content do they want? 12. Time to go on a safari.With a survey we foundtheir fans and askedif we couldbecome Facebook friendsfor research purposes. Theysaid ‘Yes!’ 13. Step 1: we become REAL friendswith the respondents.And we werehonest, theyknewit was for research purposes. 14. Youlearn a lot fromsomeonesprofile page.All personal details, brandstheylike, topics theyreacton… 16. SELF DIRECTION BOTH AMBITION Rule out the Hawthorn effect.We couldseenaturalbehavior of the target group. 17. We did a combination of qual, quant & textmining to gather all insights. 19. New briefing of media agency. Target brand fans and not a sociodemographic target group. 21. Actually Diageo decided to go more on safari. We canrecommendit, it’sfun. And…youactuallylearn more than in a zoo. 22. For more info: Steven@insites.eu www.slideshare.net/stevenvanbelleghem www.theconversationmanager.com Followus: @Steven_InSites