what’s the buzz?

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What’s the buzz?

MARKET SENSINGMARKET SENSING

Xiaoting CHEN

Vincent BOUREL

Julien OSTAN

Brice TCHAPLYGUINE

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Agenda

1. First understanding of the topic

2. Our objectives: general guidelines

3. Methodology

4. Analysis

5. Main primary findings

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Agenda

1. First understanding of the topic

2. Our objectives: general guidelines

3. Methodology

4. Analysis

5. Main primary findings

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Understanding

From a general definition…

« Media involves all means of communication (technical, natural…) that permits a message transmission. Media are usually considered as mass media id est all collective means that aim to

deliver messages to a large and various audience » Christophe Piar, Phd in political science

… to focus on 6 mass media:

1) Print: books, pamphlets, newspapers, magazines…2) Cinema 3) Radio 4) Television 5) Internet 6) Mobile phones

For us, the topic suggests to find a breakthrough idea in the media sphere that can be implemented in the next few years

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Agenda

1. First understanding of the topic

2. Our objectives: General Guidelines

3. Methodology

4. Analysis

5. Main primary findings

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ObjectivesGuidelines

• Change the day to day life of people

• Help people get the information they want

• An interactive and personal tool/device

• A tool that fits the environment of each person/family

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ObjectivesManager

• PlanningPlanning: deciding how we will get information in the future

• ControllingControlling and leadingleading our process of NPD: negotiation with R&D people of big media companies and high technological leaders

The main managerial objective? Sell our product/prototype!

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Agenda

1. First understanding of the topic

2. Our objectives: general guidelines

3. Methodology

4. Analysis

5. Main primary findings

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MethodologyData collection

• A mix between Ethnography Ethnography and NetnographyNetnography• Research portfolio:

– Databases– Internet websites– Forums and social networks: Facebook, Twitter…– Brainstorming– Observations on 3 different fields– Seven Individual interviews of 20 minutes

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MethodologyData Analysis

Our process:

1. Data collection

2. Analysis and summary of our Netnography research

3. Interview transcription

4. Analyze of individual interviews

5. Analyze of our observations

6. Overall/ Cross analyze of our three main sources of information (internet, interviews and observations) and conclusion about our market sensing

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Agenda

1. First understanding of the topic

2. Our objectives: general guidelines

3. Methodology

4. Analysis

5. Main primary findings

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FindingsNethnography

• A growing market

• TV market is the most important sector: a value of €250 billion (XERFI)

• Internet as a major issue

• The rise of media 2.0 and the current emerging of the WEB 3.0!

• Forecast: Growth of the media may reach 10% per year in the next few years

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FindingsNethnographyFACTS & FIGURES

The 2009 entertainment, media and advertising

market research handbook

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FindingsField observations

1. Sweet home

2. Café

3. (Edhec) cafeteria

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FindingsField observations

1. Sweet home

2. (Edhec) cafeteria

3. Café

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FindingsHome

• TV dominates other media (catches the attention)

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FindingsHome

• The importance of music as a background noise

The radio is combined with other activities

The Internet is combined with music

ChoresDriving a car

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FindingsHome

The iRon : A hoax by Apple !?

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FindingsField observations

1. Sweet home

2. (Edhec) cafeteria

3. Café

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Findings Observation

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FindingsEdhec Cafeteria

• Newspaper– Not interacting activity … News sharing only after– Process for a 20 minutes newspaper

1. Scanning of the front page

2. Quick overlook at pages (attention to titles, pictures)

3. Search for articles/topics of interest

4. Paper left at the table

• Technology– Computer Alone

Mails, social networks?

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FindingsField observations

1. Sweet home

2. (Edhec) cafeteria

3. Café

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FindingsEdhec Cafeteria

• Coffee machines and round tables– Gathering and chatting (sports, school, party)

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FindingsCafé

Cafés

• A den for friends Second home or meeting point

• Where to tell stories1. Discuss the news

2. One’s own news

3. Gossip : other people’s news

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FindingsInterviews

Qualitative research : 5 interviews

• 2 girls / 3 boys

• From 20 to 34

• Middle class

• Student / workers

• 3 France / 2 England

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FindingsInterviews

Key trends:

• Omnipresence of medias

• Speed of broadcasting

• Influence of technology

• Higher specialization of medias

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FindingsInterviews

Clear hierarchy between the media:

• 1 Internet

• 2 TV

• 3 Mobile

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FindingsInterviews

Medias skills:

• Huge quantity of information

• Fast access to information

• Concise and up to date

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FindingsInterviews

Medias weaknesses:

• Credibility (sources/dispassion)

• Information surplus (no filters)

• No customization

• Too much advertising

• No analysis / superficial

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FindingsInterviews

Main information:

1. How would you define the media?

2. Could you tell me where you usually find information?

3. Give me 3 words that you associate to information?

4. What latest news did strike you?

5. Where and when did you get this information?

Describe the context and don’t hesitate to give details

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FindingsInterviews

About media:

6. For what reasons do you usually use the media?

7. Talk about the main qualities of a good media?

8. Can you organize the 6 mass media from the one you find the most entertaining to the less entertaining?

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FindingsInterviews

Further investigation to innovate:

9. Could you associate an animal to the 6 mass media?

10. Could you associate an activity to the 6 mass media?

11. What are the strengths and weaknesses of the media?

12. As a famous and brilliant engineer, what would you do to improve the current media and solve their weaknesses you described previously

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Agenda

1. First understanding of the topic

2. Our objectives: general guidelines

3. Methodology

4. Analysis

5. Main primary findings

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FindingsSummary

INTERPLAYINTERPLAY between people and media is a key issue between people and media is a key issue

DIFFERENTIATIONDIFFERENTIATION drives innovation drives innovation

Decision to draw one’s inspiration from Decision to draw one’s inspiration from WEB 2.0 AND WEB 2.0 AND WEB 3.0 WEB 3.0

Try to create Try to create A NEW DEVICEA NEW DEVICE or or A NEW APPLICATION A NEW APPLICATION PROGRAMPROGRAM

Our (momentary?) mission: Our (momentary?) mission: ““To provide a customized information to To provide a customized information to

meet people’s needs”meet people’s needs”

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THANK YOU