1 / 35

What’s the buzz?

What’s the buzz?. MARKET SENSING. Xiaoting CHEN Vincent BOUREL Julien OSTAN Brice TCHAPLYGUINE. Agenda. First understanding of the topic Our objectives: general guidelines Methodology Analysis Main primary findings. Agenda. First understanding of the topic

lindsey
Download Presentation

What’s the buzz?

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. What’s the buzz? MARKET SENSING Xiaoting CHEN Vincent BOUREL Julien OSTAN Brice TCHAPLYGUINE

  2. Agenda • First understanding of the topic • Our objectives: general guidelines • Methodology • Analysis • Main primary findings

  3. Agenda • First understanding of the topic • Our objectives: general guidelines • Methodology • Analysis • Main primaryfindings

  4. 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

  5. Agenda • First understanding of the topic • Our objectives: General Guidelines • Methodology • Analysis • Main primaryfindings

  6. 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

  7. ObjectivesManager • Planning: deciding how we will get information in the future • Controlling and leading 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!

  8. Agenda • First understanding of the topic • Our objectives: general guidelines • Methodology • Analysis • Main primaryfindings

  9. MethodologyData collection • A mix between Ethnography and Netnography • Research portfolio: • Databases • Internet websites • Forums and social networks: Facebook, Twitter… • Brainstorming • Observations on 3 different fields • Seven Individual interviews of 20 minutes

  10. MethodologyData Analysis Our process: • Data collection • Analysis and summary of our Netnography research • Interview transcription • Analyze of individual interviews • Analyze of our observations • Overall/ Cross analyze of our three main sources of information (internet, interviews and observations) and conclusion about our market sensing

  11. Agenda • First understanding of the topic • Our objectives: general guidelines • Methodology • Analysis • Main primaryfindings

  12. 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

  13. FindingsNethnographyFACTS & FIGURES The 2009 entertainment, media and advertising market research handbook

  14. FindingsFieldobservations • Sweet home • Café • (Edhec) cafeteria

  15. FindingsFieldobservations • Sweet home • (Edhec) cafeteria • Café

  16. FindingsHome • TV dominates other media (catches the attention)

  17. FindingsHome • The importance of music as a background noise The Internet is combined with music The radio is combined with other activities Driving a car Chores

  18. FindingsHome • The iRon : A hoax by Apple !?

  19. FindingsFieldobservations Sweet home (Edhec) cafeteria Café 19

  20. Findings Observation

  21. FindingsEdhec Cafeteria • Newspaper • Not interacting activity … News sharing only after • Process for a 20 minutes newspaper • Scanning of the front page • Quick overlook at pages (attention to titles, pictures) • Search for articles/topics of interest • Paper left at the table • Technology • Computer Alone • Mails, social networks?

  22. FindingsFieldobservations Sweet home (Edhec) cafeteria Café 22

  23. FindingsEdhec Cafeteria • Coffee machines and round tables • Gathering and chatting (sports, school, party)

  24. FindingsCafé Cafés • A den for friends • Second home or meeting point • Where to tell stories • Discuss the news • One’s own news • Gossip : other people’s news

  25. FindingsInterviews Qualitative research : 5 interviews • 2 girls / 3 boys • From 20 to 34 • Middle class • Student / workers • 3 France / 2 England

  26. FindingsInterviews Key trends: • Omnipresence of medias • Speed of broadcasting • Influence of technology • Higher specialization of medias

  27. FindingsInterviews Clear hierarchy between the media: • 1 Internet • 2 TV • 3 Mobile

  28. FindingsInterviews Medias skills: • Huge quantity of information • Fast access to information • Concise and up to date

  29. FindingsInterviews Medias weaknesses: • Credibility (sources/dispassion) • Information surplus (no filters) • No customization • Too much advertising • No analysis / superficial

  30. FindingsInterviews Main information: • How would you define the media? • Could you tell me where you usually find information? • Give me 3 words that you associate to information? • What latest news did strike you? • Where and when did you get this information? Describe the context and don’t hesitate to give details

  31. FindingsInterviews About media: • For what reasons do you usually use the media? • Talk about the main qualities of a good media? • Can you organize the 6 mass media from the one you find the most entertaining to the less entertaining?

  32. FindingsInterviews Further investigation to innovate: • Could you associate an animal to the 6 mass media? • Could you associate an activity to the 6 mass media? • What are the strengths and weaknesses of the media? • As a famous and brilliant engineer, what would you do to improve the current media and solve their weaknesses you described previously

  33. Agenda • First understanding of the topic • Our objectives: general guidelines • Methodology • Analysis • Main primaryfindings

  34. FindingsSummary INTERPLAY between people and media is a key issue DIFFERENTIATION drives innovation Decision to draw one’s inspiration from WEB 2.0 AND WEB 3.0 Try to create A NEW DEVICE or A NEW APPLICATION PROGRAM Our (momentary?) mission: “To provide a customized information to meet people’s needs”

  35. THANK YOU

More Related