21st century customers: engaging with global consumers

May 2011 The planking meme begins

Its origins are uncertain- perhaps an accident?

By June 2011 it hits Australia (Canberra can have this effect on people).

After quickly fading, it goes mainstream in July (and gets even sillier).

But by August it fades again with no further mainstream resurgences.

Memology: Photobombing- started by a squirrel?

Within weeks: thousands of photos, millions of hits.

Dogs who look like their owners meme goes global

5 August McKaylaMaroneywins silver at London Olympics

Within 2 days “McKayla is not impressed” meme goes global

Meme key elements are:Creativity: contentCommunity: sharingCurrency: now issuesComedy: fun driven

Data analysis

Pen & paper surveys

Focus groups

Phone interviews

Mall intercept

Polling

Audience ratings

Mystery shopping

Observational research

Taste testing

Customer satisfaction

surveys

CATI

In-situ research

Online surveys

Observational studies

Social research

Ethnography

Online forum/

discussion boards

Generational research

Big data

Game playing research

Online focus groups

App-based research

Geo-tag links

Tablet interviews

Co-creation groups

Community forums

Audience response

Video diaries