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Nowadays consumer goods producers demand from their suppliers more than only the products themselves. Strategic suppliers like Symrise, as one of the leading suppliers for flavors and scents worldwide, have to meet their expectations regarding the knowledge of current trends, consumer needs and even innovative application and positioning possibilities. This paper gives practical insight into B2B-specific business requirements and how the practical application of innovative, consumer-centric research methods like Netnography can be applied to strengthen the competitive situation of strategic suppliers as “preferred supplier” within the B2B2C eco system of the food market. The main intention of the paper will be to show how listening to social media with Netnography has generated real competitive advantages for Symrise (in terms of better insights & ideas as well as awareness & positioning/image).
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ONLINE RESEARCH 2010
E-Universe: The Power of Listening
Listening to Social Media from a B2B2C Perspective How to strengthen the competitive role as “preferred supplier” with Netnography
Steffen Hück, Julia Jonas (HYVE)
Cornelia Lichter, Anne Grünhagen (SYMRISE)
Berlin, 18th October 2010
Social Media Listening
with Netnographic Research
Netnography Process
Systematic Listening to online Conversations
Social Media
Selection
Data Analysis
and Insights
1 2 3 4 5
Research
Definition
Social Media
Observation Product
Solutions
Netnography
“Doing Ethnographic Research Online”
• NETNOGRAPHY [interNET & ethNOGRAPHY] is a QUALITATIVE and EXPLORATIVE
research approach to analyze the CONSUMER DIALOGUE in SOCIAL MEDIA.
Netnography Characteristics
Qualitative Research Approach
Web Monitoring verification & comparison of
qualitative research findings
(Tool & Technology)
Netnography qualitative & manual research
to gain deep understanding
(Method & Process)
Web Monitoring quantitative & automated data
gathering & pre-categorization
(Tool & Technology)
Netnography Characteristics
Explorative Research Approach
pre-structured study designs
deductive research approach
sequential research process
flexible study designs
inductive research approach
circular research process
Traditional Research Social Media Research
Netnography
“Doing Ethnographic Research Online”
• NETNOGRAPHY [interNET & ethNOGRAPHY] is a QUALITATIVE and EXPLORATIVE
research approach to analyze the CONSUMER DIALOGUE in SOCIAL MEDIA.
• The EMPATHIC and NON-OBTRUSIVE online OBSERVATION and LISTENING enables the
Researcher to gain a DEEP UNDERSTANDING and UNBIASED CONSUMER INSIGHTS.
Netnography Characteristics
Unbiased Insights due to non-obtrusive Observation
artificial
research
situation
synchronous
interaction
unbiased
& involved biased
& forced
special rooms with a “mirror” in
research institutes & test studios
Focus Groups
spontaneous
& unreflected
time-delayed
& content-rich
implicit
& emotion
explicit
& cognition
researcher participates in the
group that is the object of research
Ethnography
listening to natural occurring
social media conversations
Social Media Research
natural
conversation
situation
asynchronous
interaction
Netnography
“Doing Ethnographic Research Online”
• NETNOGRAPHY [interNET & ethNOGRAPHY] is a QUALITATIVE and EXPLORATIVE
research approach to analyze the CONSUMER DIALOGUE in SOCIAL MEDIA.
• The EMPATHIC and NON-OBTRUSIVE online OBSERVATION and LISTENING enables the
Researcher to gain a DEEP UNDERSTANDING and UNBIASED CONSUMER INSIGHTS.
• Analyzing explicitly verbalized and implicitly existing NEED- and SOLUTION-INFORMATION
of highly INVOLVED and CREATIVE CONSUMERS can lead to FRESHER INSIGHTS.
Netnography Characteristics
Fresher Insights by analyzing Need- & Solution Information
Motivation / Needs; Attitudes; Buying & Consumption Behavior
Level 1
Problem / Desire; Disadvantage / Advantage; Satisfaction / Dissatisfaction; Experience
Level 2
Solution Principle or Method
Level 3
Solution for Company
Level 4
Ne
ed
In
form
ati
on
S
olu
tio
n In
form
ati
on
IT
Health
Sports …
…
…
Netnography
“Doing Ethnographic Research Online”
• NETNOGRAPHY [interNET & ethNOGRAPHY] is a QUALITATIVE and EXPLORATIVE
research approach to analyze the CONSUMER DIALOGUE in SOCIAL MEDIA.
• The EMPATHIC and NON-OBTRUSIVE online OBSERVATION and LISTENING enables the
Researcher to gain a DEEP UNDERSTANDING and UNBIASED CONSUMER INSIGHTS.
• Analyzing explicitly verbalized and implicitly existing NEED- and SOLUTION-INFORMATION
of highly INVOLVED and CREATIVE CONSUMERS can lead to FRESHER INSIGHTS.
Food Market Perspectives
What‟s next in Citrus Beverages?
Food Market Perspectives
Partners in delivering relevant Taste Solutions to Consumers
Consumer &
market needs
Symrise
platforms
Customer
needs
Symrise
customer´s
solutions
Winning
brands
INNOVATION IS A JOINT JOURNEY …
• Core competence CITRUS: Citrus is one of Symrise's most important business areas
• Consumer-driven and innovative: Strong focus on keeping consumers' needs and
perceptions in mind when developing visions for the products of the future
• Combining social media with Citrus competence: Working with web-based methods of
qualitative consumer research for generating insights
=> Netnography study on citrus beverages
Netnography-Objectives
What‟s next in Citrus Beverages?
Research Questions:
• How do consumers perceive Citrus in beverages?
(Natural or artificial? Sour or Sweet? Healthy?)
• What are emotions and associations of consumers when talking about citrus
beverages? (happiness, freshness, healthiness, ...) Does citrus taste influence the
consumer„s mood?
• What are the terms used by consumers when describing citrus taste?
• How do consumers discuss packaging and looks of citrus beverages?
• What types of beverages are linked to citrus taste in the consumers minds?
• Are there special occasions / consumption situations / contexts
in which consumers relate stronger / less to citrus taste beverages?
Social Media Sources
Overview of identified English-speaking Social Media Sources
Social Media Sources
Overview of identified English-speaking Social Media Sources
www.flickr.com
Members: ~ 7 million
Pictures: several million
Threads: 54,126
English-speaking foto-community: Shared
pictures, reviews and comments on everything
from holiday pictures to photographic art and the
documentation of food & drink recipes
Photos & comments on flickr give insights that go “beyond words”
In Food Blogs valuable experiences, recipes and tips are shared
Numerous Blogs all about the love for food and
traditional grand-ma style related dishes. Pusheing
the exchange of recipes and tipps on the blog.
Data Analysis and Insights
Making Sense of unstructured Data
Data Analysis and Insights
Making Sense of unstructured Data
Data Analysis and Insights
Making Sense of unstructured Data
Insight
Insight
Insight
Consumer Insights
I Home-Made
As my mother and grandma did when I was a child, I love to treat
my family with home-made iced tea or lemonades on weekends in
summer. I think it„s cheaper and better to make these drinks
myself. Also I know what„s in there and I can just adjust my recipe
to my favorite ingredients like honey, lime and mint. I think it‟s
quick and easy to make beverages at home, but my sister for
example hates squeezing lemons.
Discussed DIY-Recipes…
Consumer Insights
I Home-Made
Six major motives for DIY preparation of citrus drinks could be derived from consumer dialogues:
1. Taste: “home-made tastes best!”
2. Customization: Consumers modify recipes regarding carbonated or uncarbonated, the amount of juice, the
type and amount of sweetener or adding extra ingredients such as mint.
3. Natural: Home-made citrus drinks are perceived as healthier and cheaper than industrial sodas. For DIY
drinks it seems to be a plus for consumers to know the ingredients of their drink.
4. Tolerability: Health conscious and allergic consumers can use the type of sweetener they prefer and adapt
the amount of sugar, honey, stevia or agave syrup to their personal taste
5. Easyness: In most recipes, consumers state that lemonades and iced-teas are easy and quick to make.
6. Value for money: The simple dislike of supermarket drinks or the wish to copy existing drinks in a cheaper
version can be another reason that drives consumers to make their own citrusy drink at home.
4 major groups of preparation methods for citrus drinks were identified from user recipes:
– Simply poring together water or tea, fruit juice and sugar in a glass or jug.
– Making a fruit juice- sugar syrup that can be stored in the fridge and is mixed to taste with some water.
– Blending whole fruits with water & sugar, strain the peel & fill into a jug to get a bit bitter lemonade.
– Getting flavored water by simply letting fruit slices & herbs sit in water to let the water absorb the fruit flavor.
• Family and childhood: Home-made lemonade and Iced Tea remind people of their happy childhood.
• Taking care: There is a connection to taking care and doing something good to friends, guests or family.
Often it is made for BBQ, children‟s birthday parties or on a hot summer holiday at home in the garden.
Consumer Insights
I Home-Made
Food Market Perspectives
Partners in delivering relevant Taste Solutions to Consumers
Consumer &
market needs
Symrise
platforms
Customer
needs
Symrise
customer´s
solutions
Winning
brands
INNOVATION IS A JOINT JOURNEY …
Fresh
Insights and
Trends
Innovative
Taste
Platforms
Awareness
& innovative
Positioning
Customer
Satisfaction
& Retention
Customer
& Brand
Intimacy
BENEFITS OF LISTENING TO SOCIAL MEDIA…
Thank You!
Steffen Hück
Project Manager Innovation Research
HYVE AG
www.hyve.de
twitter.com/netnoblography
Cornelia Lichter
Marketing Director Beverages EAME
Symrise AG
www.symrise.com
Social Media Research and Netnography is a great
starting point for doing research, because it is:
- explorative, due to flexible research design
- unobtrusive, due to passive observation
- fresh & inspirational, due to highly involved users
Social Media Research and Netnography is not
limited to B2C Companies. It also can be applied for
many B2B Companies. Often it is only a question of
openness and market perspective.
