SlideShare a Scribd company logo
1 of 35
Download to read offline
Hi, I’m Elias.
     I work at InSites
        Consulting.
I live in and love Gent, and
 love creative advertising.

 Find me on twitter via @eliasveris




                                      @eliasveris
Fact: Advertising
      Sucks


                    @eliasveris
Fact: Some
advertising is
great. That’s a
  minority.




Based on 1.300 TV spots that were tested by InSites Consulting in 2010.   @eliasveris
Fact: People do
like watching a
    good (tv)
  commercial.
  A good one.




                  @eliasveris
Let’s look at these
     people…




                      @eliasveris
empowered               post-modern nomads




            Consumers
                …




emotional                 Smarter than ever
PEERS              ADVOCATES


                      COLLEAGUES                         JUDGES




Bringing consumers in the boardroom/Ad agency
Breeding success by changing the hearts, minds, and actions of your people.
Before   During   After
                      @eliasveris
Before




 Consumers as PEERS
 Getting close to consumers
 Immersing in their daily lives
 Getting inspired.
                                  @eliasveris
Observational
methods: Ethnography
Getting to know body-Knowing
                                                     limits in physical functioning

                                                 “Bezig met een stevige boswandeling samen met
                                                     mijn vriendin. Loop dan stevig door tot
                                                     toelaatbare pijngrens. voor de laatste
                                                    klachten rrende ik tussendoor kleine
                                                  stukjes en probeer dan steeds iets verder
                                                         te gaan dan de vorige keer.”




        Prevention-Exercise
  “Na het herstellen heb ik een crosstrainer
gekocht waarop ik bijna dagelijks op oefen om
  een betere conditie te krijgen en wat af te
vallen. Ik zit op 20 minuten met 80 toeren per
    minuut. Samen met drie keer per dag
wandelen met de hond levert dat toch al aardig
 wat beweging op. Ik ben geen sportfanaat,
maar dat wat ik nu doe kan ik wel opbrengen..”
                                                                                     @eliasveris
Part 1
Research Communities
Dunkin’ donuts makes me
                        happy, And not because of
                        the doughnuts (which in fact, I
                        do not enjoy). What makes me
                        happy about this brand is the
                        coffee! Although the coffee
                        isn't the best in the world by
                        any stretch of the imagination,
                        there's nothing quite as
                        comforting as seeing that
                        bright sign while traveling
                        down the road in the
                        morning. It's good for a pick
                        me up at any time of day.




Provides focus. Shows competitive playing field.
HYPE Sessions - On Advertising Research
Provides talking
points and imagery


                     @eliasveris
PEERS              ADVOCATES


                      COLLEAGUES                         JUDGES




Bringing consumers in the boardroom/Ad agency
Breeding success by changing the hearts, minds, and actions of your people.
Before




 Consumers as COLLEAGUES
 Supporting decision-making
 Reviewing your concepts & ideas
 Inspiring you to go the extra mile
Ongoing Famous
  community.




                 Provides 24/7
                  feedback on
                   anything.
PEERS              ADVOCATES


                      COLLEAGUES                         JUDGES




Bringing consumers in the boardroom/Ad agency
Breeding success by changing the hearts, minds, and actions of your people.
During




 Consumers as ADVOCATES
 People identify with brands
 People talk about brands and ads
 Ads can activate the conversation
Some new style agencies
 focus entirely on WOM


                          www.futurelab.com
Some campaigns too…



                      @eliasveris
Execution of the campaign
     Evolution over time
 Q: To what extent do we observe peaks in the buzz on the execution of the campaign?


    We observe a peak in the buzz during week 7 (12-18 februari). During this period we see that people discover
    the features of the campaign website. They also want to better know the actors. Especially valentines day leads
    to an additional boost in posts. During week 8 we observe a decrease of the buzz volume.




                                                                                               3287
       7186
   conversations

                                                                                                         1842
                                                                                                                           Data
                                                                                                                      collection still
                                                                                       1078                            ongoing for
                                                                                                                         week 9


                                                                         195                                              94
      9                13               17               35


week 1 -2011 week 2 - 2011 week 3 - 2011 week 4 - 2011 week 5 - 2011 week 6 - 2011 week 7 - 2011 week 8 - 2011 week 9 - 2011
 - 1 to 7 jan - 8 to 14 jan - 15 to 21 jan - 22 to 28 jan - 29 jan to 4 - 5 to 11 feb - 12 to 18 feb - 19 to 25 feb - 26 to 28 feb
                                                               feb

                                                                                 BUZZ VOLUME
   Helps adjusting
14%




     86%

 Message present   Message not present




Helps adjusting
PEERS              ADVOCATES


                      COLLEAGUES                         JUDGES




Bringing consumers in the boardroom/Ad agency
Breeding success by changing the hearts, minds, and actions of your people.
After




Consumers as JUDGES
Providing you with valuable feedback
Helping you learn. Helping you getting better
Benchmarking you with competitors
And
                            purchase
                           intention!

                   X 1,4
A good TV ad
  combines
 likeability
 and brand
 activation.




Helps Justifying
3 core elements to measure
HYPE Sessions - On Advertising Research
HYPE Sessions - On Advertising Research
Helps improving
#1
 Consumers
 are pretty
damn smart.
              @eliasveris
#2
 They can be
 involved at
 any time in
your process.
                @eliasveris
#3
 Involvement
   aims for
improvement.
   Always.
               @eliasveris
Thanks!




Find me on twitter via @eliasveris
Or via elias.veris@insites.eu
Or via +32 486 34 80 35

More Related Content

Similar to HYPE Sessions - On Advertising Research

@egadenne's QuantifiedSelf - long
@egadenne's QuantifiedSelf  - long@egadenne's QuantifiedSelf  - long
@egadenne's QuantifiedSelf - longEmmanuel Gadenne
 
One Like,Two Shares: The Basics of Social Media Measurement
One Like,Two Shares: The Basics of Social Media MeasurementOne Like,Two Shares: The Basics of Social Media Measurement
One Like,Two Shares: The Basics of Social Media MeasurementRob Clark
 
Design Is Hacking How We Learn
Design Is Hacking How We LearnDesign Is Hacking How We Learn
Design Is Hacking How We Learnfrog
 
Eftpos creds conbined 31_may
Eftpos creds conbined 31_mayEftpos creds conbined 31_may
Eftpos creds conbined 31_mayThomas Grainger
 
CYCLES course: Bonus lecture "Building Innovation Habits"
CYCLES course: Bonus lecture "Building Innovation Habits"CYCLES course: Bonus lecture "Building Innovation Habits"
CYCLES course: Bonus lecture "Building Innovation Habits"Bryan Cassady
 
Changing behaviour - the implications for organisations
Changing behaviour - the implications for organisationsChanging behaviour - the implications for organisations
Changing behaviour - the implications for organisationsCharityComms
 
UX Week 2013: The New Me Generation: Behavior Change as Value Proposition
UX Week 2013: The New Me Generation: Behavior Change as Value PropositionUX Week 2013: The New Me Generation: Behavior Change as Value Proposition
UX Week 2013: The New Me Generation: Behavior Change as Value PropositionChris Risdon
 
10 most profitable changes to my dental office
10 most profitable changes to my dental office10 most profitable changes to my dental office
10 most profitable changes to my dental officeemailankur
 
BAQMaR - Conference MR
BAQMaR - Conference MRBAQMaR - Conference MR
BAQMaR - Conference MRBAQMaR
 
How to find your brand's Big Idea
How to find your brand's Big IdeaHow to find your brand's Big Idea
How to find your brand's Big IdeaBeloved Brands Inc.
 
How a Small OTC Brand Got Big Consumer Insights to "Wow" a Major Retailer
How a Small OTC Brand Got Big Consumer Insights to "Wow" a Major RetailerHow a Small OTC Brand Got Big Consumer Insights to "Wow" a Major Retailer
How a Small OTC Brand Got Big Consumer Insights to "Wow" a Major RetailerDerrick O'Donnell
 
Growth through Empathy: Learn from example to level up your marketing and con...
Growth through Empathy: Learn from example to level up your marketing and con...Growth through Empathy: Learn from example to level up your marketing and con...
Growth through Empathy: Learn from example to level up your marketing and con...AJ Davis
 
The Strategy of Strategic Thinking
The Strategy of Strategic ThinkingThe Strategy of Strategic Thinking
The Strategy of Strategic ThinkingMomentum Visual Inc
 
The Future of Surveys Smartees Breakfast
The Future of Surveys Smartees BreakfastThe Future of Surveys Smartees Breakfast
The Future of Surveys Smartees BreakfastInSites on Stage
 
Rethink your Thinking
Rethink your ThinkingRethink your Thinking
Rethink your ThinkingEdo van Dijk
 
Tangle Design - Culture Manifesto | Version 1.0
Tangle Design - Culture Manifesto | Version 1.0Tangle Design - Culture Manifesto | Version 1.0
Tangle Design - Culture Manifesto | Version 1.0Tangle Design
 
Product adoption and innovation
Product adoption and innovationProduct adoption and innovation
Product adoption and innovationabhinavbhamri
 
Creating A User Journey for Your Open Source Community
Creating A User Journey for Your Open Source CommunityCreating A User Journey for Your Open Source Community
Creating A User Journey for Your Open Source Communityfrancescapasha
 

Similar to HYPE Sessions - On Advertising Research (20)

@egadenne's QuantifiedSelf - long
@egadenne's QuantifiedSelf  - long@egadenne's QuantifiedSelf  - long
@egadenne's QuantifiedSelf - long
 
One Like,Two Shares: The Basics of Social Media Measurement
One Like,Two Shares: The Basics of Social Media MeasurementOne Like,Two Shares: The Basics of Social Media Measurement
One Like,Two Shares: The Basics of Social Media Measurement
 
Design Is Hacking How We Learn
Design Is Hacking How We LearnDesign Is Hacking How We Learn
Design Is Hacking How We Learn
 
Cbd Oil - Starving Audience Framework
Cbd Oil - Starving Audience FrameworkCbd Oil - Starving Audience Framework
Cbd Oil - Starving Audience Framework
 
Eftpos creds conbined 31_may
Eftpos creds conbined 31_mayEftpos creds conbined 31_may
Eftpos creds conbined 31_may
 
CYCLES course: Bonus lecture "Building Innovation Habits"
CYCLES course: Bonus lecture "Building Innovation Habits"CYCLES course: Bonus lecture "Building Innovation Habits"
CYCLES course: Bonus lecture "Building Innovation Habits"
 
Changing behaviour - the implications for organisations
Changing behaviour - the implications for organisationsChanging behaviour - the implications for organisations
Changing behaviour - the implications for organisations
 
Eftpos Credentials
Eftpos Credentials Eftpos Credentials
Eftpos Credentials
 
UX Week 2013: The New Me Generation: Behavior Change as Value Proposition
UX Week 2013: The New Me Generation: Behavior Change as Value PropositionUX Week 2013: The New Me Generation: Behavior Change as Value Proposition
UX Week 2013: The New Me Generation: Behavior Change as Value Proposition
 
10 most profitable changes to my dental office
10 most profitable changes to my dental office10 most profitable changes to my dental office
10 most profitable changes to my dental office
 
BAQMaR - Conference MR
BAQMaR - Conference MRBAQMaR - Conference MR
BAQMaR - Conference MR
 
How to find your brand's Big Idea
How to find your brand's Big IdeaHow to find your brand's Big Idea
How to find your brand's Big Idea
 
How a Small OTC Brand Got Big Consumer Insights to "Wow" a Major Retailer
How a Small OTC Brand Got Big Consumer Insights to "Wow" a Major RetailerHow a Small OTC Brand Got Big Consumer Insights to "Wow" a Major Retailer
How a Small OTC Brand Got Big Consumer Insights to "Wow" a Major Retailer
 
Growth through Empathy: Learn from example to level up your marketing and con...
Growth through Empathy: Learn from example to level up your marketing and con...Growth through Empathy: Learn from example to level up your marketing and con...
Growth through Empathy: Learn from example to level up your marketing and con...
 
The Strategy of Strategic Thinking
The Strategy of Strategic ThinkingThe Strategy of Strategic Thinking
The Strategy of Strategic Thinking
 
The Future of Surveys Smartees Breakfast
The Future of Surveys Smartees BreakfastThe Future of Surveys Smartees Breakfast
The Future of Surveys Smartees Breakfast
 
Rethink your Thinking
Rethink your ThinkingRethink your Thinking
Rethink your Thinking
 
Tangle Design - Culture Manifesto | Version 1.0
Tangle Design - Culture Manifesto | Version 1.0Tangle Design - Culture Manifesto | Version 1.0
Tangle Design - Culture Manifesto | Version 1.0
 
Product adoption and innovation
Product adoption and innovationProduct adoption and innovation
Product adoption and innovation
 
Creating A User Journey for Your Open Source Community
Creating A User Journey for Your Open Source CommunityCreating A User Journey for Your Open Source Community
Creating A User Journey for Your Open Source Community
 

More from Elias Veris

Play, interpret together, play again and create a win-win-win
Play, interpret together, play again and create a win-win-winPlay, interpret together, play again and create a win-win-win
Play, interpret together, play again and create a win-win-winElias Veris
 
Social Media Around Belgium (Presentation IAB Breakfast)
Social Media Around Belgium (Presentation IAB Breakfast)Social Media Around Belgium (Presentation IAB Breakfast)
Social Media Around Belgium (Presentation IAB Breakfast)Elias Veris
 
The Mobile Digital Consumer - Emerce eDay 2011
The Mobile Digital Consumer - Emerce eDay 2011The Mobile Digital Consumer - Emerce eDay 2011
The Mobile Digital Consumer - Emerce eDay 2011Elias Veris
 
Storytelling: What can we learn from Hollywood?
Storytelling: What can we learn from Hollywood?Storytelling: What can we learn from Hollywood?
Storytelling: What can we learn from Hollywood?Elias Veris
 
Working in Market Research
Working in Market ResearchWorking in Market Research
Working in Market ResearchElias Veris
 

More from Elias Veris (7)

Light bs2
Light bs2Light bs2
Light bs2
 
Play, interpret together, play again and create a win-win-win
Play, interpret together, play again and create a win-win-winPlay, interpret together, play again and create a win-win-win
Play, interpret together, play again and create a win-win-win
 
Social Media Around Belgium (Presentation IAB Breakfast)
Social Media Around Belgium (Presentation IAB Breakfast)Social Media Around Belgium (Presentation IAB Breakfast)
Social Media Around Belgium (Presentation IAB Breakfast)
 
The Mobile Digital Consumer - Emerce eDay 2011
The Mobile Digital Consumer - Emerce eDay 2011The Mobile Digital Consumer - Emerce eDay 2011
The Mobile Digital Consumer - Emerce eDay 2011
 
Storytelling: What can we learn from Hollywood?
Storytelling: What can we learn from Hollywood?Storytelling: What can we learn from Hollywood?
Storytelling: What can we learn from Hollywood?
 
Good to great
Good to greatGood to great
Good to great
 
Working in Market Research
Working in Market ResearchWorking in Market Research
Working in Market Research
 

Recently uploaded

The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 

Recently uploaded (20)

The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 

HYPE Sessions - On Advertising Research

  • 1. Hi, I’m Elias. I work at InSites Consulting. I live in and love Gent, and love creative advertising. Find me on twitter via @eliasveris @eliasveris
  • 2. Fact: Advertising Sucks @eliasveris
  • 3. Fact: Some advertising is great. That’s a minority. Based on 1.300 TV spots that were tested by InSites Consulting in 2010. @eliasveris
  • 4. Fact: People do like watching a good (tv) commercial. A good one. @eliasveris
  • 5. Let’s look at these people… @eliasveris
  • 6. empowered post-modern nomads Consumers … emotional Smarter than ever
  • 7. PEERS ADVOCATES COLLEAGUES JUDGES Bringing consumers in the boardroom/Ad agency Breeding success by changing the hearts, minds, and actions of your people.
  • 8. Before During After @eliasveris
  • 9. Before Consumers as PEERS Getting close to consumers Immersing in their daily lives Getting inspired. @eliasveris
  • 11. Getting to know body-Knowing limits in physical functioning “Bezig met een stevige boswandeling samen met mijn vriendin. Loop dan stevig door tot toelaatbare pijngrens. voor de laatste klachten rrende ik tussendoor kleine stukjes en probeer dan steeds iets verder te gaan dan de vorige keer.” Prevention-Exercise “Na het herstellen heb ik een crosstrainer gekocht waarop ik bijna dagelijks op oefen om een betere conditie te krijgen en wat af te vallen. Ik zit op 20 minuten met 80 toeren per minuut. Samen met drie keer per dag wandelen met de hond levert dat toch al aardig wat beweging op. Ik ben geen sportfanaat, maar dat wat ik nu doe kan ik wel opbrengen..” @eliasveris
  • 13. Dunkin’ donuts makes me happy, And not because of the doughnuts (which in fact, I do not enjoy). What makes me happy about this brand is the coffee! Although the coffee isn't the best in the world by any stretch of the imagination, there's nothing quite as comforting as seeing that bright sign while traveling down the road in the morning. It's good for a pick me up at any time of day. Provides focus. Shows competitive playing field.
  • 15. Provides talking points and imagery @eliasveris
  • 16. PEERS ADVOCATES COLLEAGUES JUDGES Bringing consumers in the boardroom/Ad agency Breeding success by changing the hearts, minds, and actions of your people.
  • 17. Before Consumers as COLLEAGUES Supporting decision-making Reviewing your concepts & ideas Inspiring you to go the extra mile
  • 18. Ongoing Famous community. Provides 24/7 feedback on anything.
  • 19. PEERS ADVOCATES COLLEAGUES JUDGES Bringing consumers in the boardroom/Ad agency Breeding success by changing the hearts, minds, and actions of your people.
  • 20. During Consumers as ADVOCATES People identify with brands People talk about brands and ads Ads can activate the conversation
  • 21. Some new style agencies focus entirely on WOM www.futurelab.com
  • 22. Some campaigns too… @eliasveris
  • 23. Execution of the campaign Evolution over time Q: To what extent do we observe peaks in the buzz on the execution of the campaign? We observe a peak in the buzz during week 7 (12-18 februari). During this period we see that people discover the features of the campaign website. They also want to better know the actors. Especially valentines day leads to an additional boost in posts. During week 8 we observe a decrease of the buzz volume. 3287 7186 conversations 1842 Data collection still 1078 ongoing for week 9 195 94 9 13 17 35 week 1 -2011 week 2 - 2011 week 3 - 2011 week 4 - 2011 week 5 - 2011 week 6 - 2011 week 7 - 2011 week 8 - 2011 week 9 - 2011 - 1 to 7 jan - 8 to 14 jan - 15 to 21 jan - 22 to 28 jan - 29 jan to 4 - 5 to 11 feb - 12 to 18 feb - 19 to 25 feb - 26 to 28 feb feb BUZZ VOLUME Helps adjusting
  • 24. 14% 86% Message present Message not present Helps adjusting
  • 25. PEERS ADVOCATES COLLEAGUES JUDGES Bringing consumers in the boardroom/Ad agency Breeding success by changing the hearts, minds, and actions of your people.
  • 26. After Consumers as JUDGES Providing you with valuable feedback Helping you learn. Helping you getting better Benchmarking you with competitors
  • 27. And purchase intention! X 1,4 A good TV ad combines likeability and brand activation. Helps Justifying
  • 28. 3 core elements to measure
  • 32. #1 Consumers are pretty damn smart. @eliasveris
  • 33. #2 They can be involved at any time in your process. @eliasveris
  • 34. #3 Involvement aims for improvement. Always. @eliasveris
  • 35. Thanks! Find me on twitter via @eliasveris Or via elias.veris@insites.eu Or via +32 486 34 80 35