One Minute Guide to Discover Insights & Create Infographics

I don’t know about everyone else, but mostly it is expected off me to bring data sets and mind blowing presentations in a minute.  Here is a magical wand like tool developed by Google I use for such situations. Use this information as Ice-breakers or just adding a bit of zing – sometimes that really matters.

Google got it right this time. There is so much data around us and Google has access to most of it and its new tools

Gives researchers access to real time view of consumers and what is influencing them at the moment.

I really enjoyed digging through the Google consumer barometer. It’s just awesome. The data is a bit dated, but the way you visualize the data is beautiful.

Believe it or not, I ended up with the following infographic of ‘how internet savvy audience plans their business travel in USA & UAE’, through Google consumer barometer in less than a minute.

Infographic UAE Internet Savvy Business Travel Market

Infographic UAE Internet Savvy Business Travel Market

As per Real time insight finder, one of the tool is Google Correlate but it was disappointing to see that data of UAE (Dubai / Abu Dhabi) and Pakistan is not available. So I don’t have much to add here

The other tool is Google what do you love, absolutely lovely. In less than a minute find out about your competition’s online presence through this. Or you can also find about your boyfriend, upto you.

If you loved the Google tools, I feel you will also like to have a look at the toolkit for killer marketing research presentations. Trust me I know how it feels to churn presentations out day-in and day out that is why I have created formulas for almost everything, even for presentations.

Have a great day. Enjoy the age of visually appealing and interactive data

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Your Consumer is looking for a Sincere Friend in this connected world

In 2012, I saw these 3 trends emerging across the globe

onely But Connected Consumers1.)    Lonely but connected (Connected Loneliness):  Consumers with a massive friends list on FB but Living alone. The connected lonely syndrome.  And why would they like to unplug from digital world and buy real life experiences.

2.)    The Aware Consumer:  Consumer who are seeking the whole truth, the ugly whole truth because they are powerful enough to handle the truth

3.)    Seeking a Meaning: Consumers seeking to leave a positive foot print.

This article talks about the first point, “connected loneliness” and how this trend is picking up and will become more and more mainstream. I will explore the rest of the two trends later.

Lonely But Connected

 Almost 60% of internet users, who lead a busy social media life, miss out on real life. They usually find themselves in a vicious circle where they were too busy for real life events and then the people around them moved on leaving them glued to their screens. Following is a snapshot of a detailed infographic.

Internet Addiction - Snapshot

Either too busy to be lonely, or too lonely to be free. This target segment is a very juicy niche for products that are offering relaxation in any shape or form.

Following are some examples that capitalized on these trends

Examples

Disconnect to Connect

When we become addicted to using the internet and mobile phones to interact, we neglect our loved ones and friends beside us. Thailand’s DTAC  telecommunications (Telenor) company released a “Disconnect to Connect” advertisement campaign, telling us to cherish the people beside us.

Go On Facebook Diet or Unplug Yourself

 

There are books out there to help you get out of internet addiction the most noticeable being “The Facebook Diet” . Here are some thoughts of my favorite comic character ‘aunty acid’ on the connected lonely people.Facebook Diet - Digital Detox

Aunty Acid - Facebook

Or maybe you can visit and read Fast Company’s thought on unplugging yourself from internet

Wi-Fi Free Zones

The most juicy target audience we ever had, i.e.  ‘The mothers’ relate to this sentiment more deeply and quickly than anyone else. Pick any parenting book and you will notice that they are now talking about creating ‘Wi Fi free Zones’ in your houses to have meaningful time with your family.  As There is nothing that is more urgent than the real life I am living, every day.”  (Abstract taken from “nurture parenting”)

kit-kat-chocolate-free-no-wifi-zone-1024-59530

Here is an example of what Kit Kat has done for the audience to appreciate their surroundings and can I just restate that this campaign was done by my ex-employer, JWT. One of the best agencies to work at 🙂

Here is an example of how Switzerland used data points to sell their “holidays without internet” to internet savvy people. This was done in 2011 imagine what can be done in 2013 when I.A.D (Internet addiction disorder) will be marked as a real disorder.

Still not convinced? You are a tough one, aren’t you? Here is another infographic for you by  Mashable. And if still not convinced, then let me know what am I missing.

Implications

The ‘connected but lonely’ is a niche segment; anything directed to them cannot be mass so Customize. Customize as much as your category allows you.

1.)    Call for action beyond clicks: Have a look at the Gold Winner at this years’ Cannes. Why this Ad was good? Because it had an insight and a call for action. Clicks on internet are meaningless if they aren’t backed by actions. Same goes for birthday wishes, get well messages and every other form of human interaction. Bring this fact back to the conscious level of your audience.

 Cannes Gold - 2013 Liking is not Helping

2.)    Do we really have friends? How many of our digital friends are the ones with whom we will have coffee at least once a month? Offer your audiences to have meaningful social interactions. I am not sure how many BTL activities can be sponsored by a brand on these lines, but ATL opportunities and ambient media opportunities are humongous in this domain. Have a look at this Digital Detox Retreats site to have some ideas.

3.)    Offer Happiness, be a friend:  Did you know that the more the mind wanders, the less happy you are – here is a study that talks about this in detail.  This means you would like to offer your audiences some tools (maybe an app) that offer Self-Control, Focus Booster and some short breaks. (The links are the links of the apps that can be sponsored by your brands). Happiness will not only come from apps- it will also come from a wake-up call or a memorable experience. Consider offering any of that. Be friends with your audiences, they need that.

In case you would like me to amend something above, please write to me or consider dropping a comment – that will make me very happy.

Information About Global Income Inequality

Ramadan is coming, let’s do something that will make some difference. Here is a great piece of information – strategically gathered and artistically presented.

Following are some insights for marketers in this video

1.)    Think about purpose driven marketing.

2.)    If we can’t do much about purpose driven marketing, we can still work on information and awareness creation about global causes

3.)    Considering sponsoring such initiatives, this Ramadan.

Want to join the cause, visit http://www.therules.org/

Ciao – Ayesha

Business Intelligence Manager vs Consumer Insight Manager – What is the difference

Business Intelligence Analyst

Hello again, I was working on a dashboard just a while ago and it incurred to me how much my job description has actually evolved. I used to be a researcher who provided analysis and recommendations and here I am working on a system that gathers and categorizes data and then syncs them in pre-programmed dashboards.  What a shift.

I started to look for industry trends in terms of job descriptions and salary range “business intelligence manager”. This emerging position not only will be able to charge more than conventional researchers they will also in a very short term will be the best bet for CIO position.   As they practically own the entire data to decision value chain

Here is a skill set comparison, so consumer insight managers and research managers start polishing your decision facilitation skills. Understand the decision/recommendation implication process because regardless of background that one skill alone will define career progression.

Hope you will find the comparison below useful:-

Consumer Insight Manager Research Manager Business Intelligence Manager
Qualification Understanding of research Understanding of research Data Management (IT and Statistics)
Deliverable Strategic Input (Consultancy) Research Study (Tool) Dashboards
Activities & Tasks Commission researches Manage clients Manage Data Streams
Analyze data & its impact on strategic initiative /product /brand / marketing Manage projects Software Development (both in house and outsourced)
Some Examples A consumer insight manager’s output would be A research manager’s output would be A typical BI Manager output would be
JWT intelligence Brand z Presentation on BI Scope
Dictionary of change Television audience measurement SAS: Dashboards Examples
Experience Should Understand strategic planning Should understand the tools & techniques Should Understand Data Capturing, storing, cleaning and analyzing
Should understand basics of project management Should understand basics of project management Should be able to drive programming to facilitate decision making
Should understand MR Should understand MR Should Understand Statistical Modelling
Should be capable of combining research & gut Should be capable of translating research briefs in to profitable research projects Should be able to combine complicated analytics with good presentation skills

Currently working on BI tool to implement the data to decision value chain concept. Will share the learnings soon. Incase anyone has any good insights/case studies feel free to drop me an email.

Exciting times ahead, enjoy bringing life to numbers.

Regards,

Ayesha Saeed

4 Tips to take your Marketing to Muslim to the next level

Ramadan is coming, you must be working on your Ramadan Campaign. Here are some tips for those marketers who plan to differentiate while trying to reach to Muslim market.

What is worth mentioning here is that Brand Communication has learnt to ride on the waves of uneasy insights and relate to the consumer. But somehow, all of those learning fail to affect the way we produce Ramadan Campaigns.

This presentation brings out Insights into the Muslim World that waiting to be tapped. Please don’t waste your time reading it any further if you don’t plan to differentiate.

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Abu Dhabi Statistics conference 2013

I was thrilled to attend Abu Dhabi statistics conference 2013; a 2 day conference that revolved around data, data mining and collaborative efforts to manage and merge the data sets. My excitement has following reasons.

  1. To see that statistics is becoming more mainstream – the participation of members throughout the Gulf, far east Asia and Abu Dhabi government was a pleasant surprise
  2. Statisticians have finally decided to enter mainstream business. The approach of every presenter revolved around how information can assist ROIs.
  3. Data mining is being discussed at government level and intra-government level.
  4. My favorite session was importance of merging Admin data – not only because it was presented well, but because there was a direct relevance between how information impacted revenues, consumer and stakeholder satisfaction

 What is in it for us, the researchers?

  1. If you are working in Abu Dhabi, be prepared for a more visible SCAD.
  2. Have you ever considered, developing models of customer database? To explain more, have you ever developed a model whereby most of consumer information is not gathered through surveys but through cooperation and sharing of data within organizations, public sector and private sector? If not, start developing one now.
  3. Engage in discussions and conference that talks about open information networks. Lets’ collaborate – recommend names and institutes to operators like  IIR, Ted x dubai etc

Have a great day. Enjoy interpreting numbers till we meet again

Ayesha

P.S. I am a marketing researcher – and i earn my bread from business insights, KPIs, KRIs, ROIs, and all different types of whys. I juggle with numbers all the time. Sometimes I present them, sometime interpret them, sometime receive them. If you have any ideas, about upcoming seminars or some good blog about marketing research presentation and processes please let me know about them

Consumer Insight: Muslim Tourism Market

Why Muslim Tourism is important?

  • Muslim tourists globally represent a major niche market worth $126.1 billion in 2011 growing at a higher 4.8% through 2020, compared to global average of 3.8% (Source: http://advisory.dinarstandard.com/travelstudy/)
  • Comparatively this Muslim tourism market as a whole is larger than the largest spending tourist market in the world – Germany – and almost twice that of China’s in 2011
  • MENA markets represent 60% of total global Muslim tourist outbound expenditure in 2011
Muslim Tourism

Muslim Tourism

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