by Karen BaronecloseAuthor: Karen BaroneName: Karen Barone Site:http://www.communispace.com About: Karen comes to Communispace with over nine years of experience in culling consumer insights. In addition to running her own consultancy for four years, Karen was Research Director at City Square Associates working with such clients as NBC Corporation, the Corporation for Public Broadcasting, and Capital One Financial Services. Karen also managed consumer research at Upromise, Inc., where she was hired as one of the original employees. Karen loves playing trivia games (much to her husband’s dismay) and cooking traditional Italian cuisine (not to her husband’s dismay), and she’s slowly adjusting to life after the series finale of the television show, “The Wire.”See Authors Posts (12)
I want a minivan and I don’t want to be judged! When I was in my early twenties, I drove a minivan and it was the car-of-choice among me and my friends. We didn’t care what we were driving in, as long as we were together and the music was loud. I could fit 10 people in that minivan; it was a punk rock clown car.
I now fit the profile of a minivan driver—I’m in my thirties and I’ve reproduced—and therefore I’ve been told by friends and family that I absolutely cannot drive a minivan.
It’s not fair!
I want a minivan and I don’t want to be judged! When I was in my early twenties, I drove a minivan and it was the car-of-choice among me and my friends. We didn’t care what we were driving in, as long as we were together and the music was loud. I could fit 10 people in that minivan; it was a punk rock clown car.
I now fit the profile of a minivan driver—I’m in my thirties and I’ve reproduced—and therefore I’ve been told by friends and family that I absolutely cannot drive a minivan.
It’s not fair!
I have musician friends who drive minivans. So, it’s okay to open that deliciously-easy sliding door if you’re taking a bass guitar out of it, but it’s lame if my son is the precious cargo?
Enter Toyota’s new “Meet the Parents” ads for the Sienna Minivan.
These ads are pure genius, playing on an oft-forgotten truism of cool: There’s nothing less cool than trying to be cool.
Will the ads convince naysayers to enter through the sliding door? I live with one data point who might be coming around. As for me, I consider myself an early adopter. (How cool is that?)
The only thing cooler than a 2010 Toyota Sienna? The 1998 Toyota Sienna I’ve been driving for two years, prior to the birth of my daughter. The best part? After parents gave it to me, they missed it so much they ended up buying a new Sienna. How many retired boomers buy a minivan after their kids are out of the house? Now that’s love!
As a relatively new mini-van driver, I have 3 words for you that won my husband over – Automatic. Sliding. Doors. I can’t express how valuable it is to be doing the daycare pickup in the rain or snow and be able to open the doors from across the parking lot and have my son climb in and get into his car seat by himself. It’s little conveniences like this that meant the minivan was the only car we test-drove.
by Karen BaronecloseAuthor: Karen BaroneName: Karen Barone Site:http://www.communispace.com About: Karen comes to Communispace with over nine years of experience in culling consumer insights. In addition to running her own consultancy for four years, Karen was Research Director at City Square Associates working with such clients as NBC Corporation, the Corporation for Public Broadcasting, and Capital One Financial Services. Karen also managed consumer research at Upromise, Inc., where she was hired as one of the original employees. Karen loves playing trivia games (much to her husband’s dismay) and cooking traditional Italian cuisine (not to her husband’s dismay), and she’s slowly adjusting to life after the series finale of the television show, “The Wire.”See Authors Posts (12)
A lot has been written about the value Communispace brings to its clients . I, however, tend to selfishly focus on the benefits that Communispace brings to me…as a researcher and formerly frustrated focus group moderator.
Here are my top three focus group frustrations all alleviated by Communispace.
A lot has been written about the value Communispace brings to its clients . I, however, tend to selfishly focus on the benefits that Communispace brings to me…as a researcher and formerly frustrated focus group moderator.
Here are my top three focus group frustrations all alleviated by Communispace.
1.The “That’s All Folks” Frustration: Many of us have been there. A focus group has come to an end, the audio/video tape has stopped recording and the clients in the back room are packing up their laptops when…it happens: the respondents engage EACH OTHER in a conversation that is critical to the client’s business needs. As a moderator you try to nose your way back into the conversation, you write down notes, you look directly into the two-way mirror and start flapping your arms to get the clients’ attention, but you know the truth: Your next group starts in five minutes and these folks need to get going. Opportunity lost.
In the community, these members would start their own activities and/or we’d be able to get back to them (and the whole community, if applicable) directly and probe further.
2. The “That’s Very Helpful” Frustration: More often than not, you can’t confidently tell focus group respondents how their feedback will be used. Despite rumors that respondents are only there for a sandwich and a quick buck, I found respondents desperate to hear that their time has been worthwhile, their opinions respected and actionable. (In fact, some even requested a hug. It’s true.) It’s not surprising, respondents want connection and they want to feel (not hear) that their input is valued.
Communities show members why and how they are valued. By building long-term relationships, members and clients are often put in conversation with one another. Part of creating a robust community is providing feedback on how member input is driving client business decisions.
3. The “Are We There Yet” Frustration: Travel.
Communities are online. Enough said. :)
Certainly, there are more than three ways that online communities alleviate focus group pain points. Stay tuned for an upcoming Vlog by yours truly and fellow blogger, Rocky Prozeller.
2 Responses to “Traditional Market Researcher Saved by Online Communities”
Thanks Karen! Here are a few more: 1) More than 10 people — Hooray!; 2) If someone in the community is adding no value or being obnoxious, you can (nicely) kick them out; 3) You can circle back and ask follow-up questions; 4) THEY can circle back and add additional thoughts that occurred to them after the “event”; 5) It’s easy to search the community for content; 6) Cost-effectiveness — one month of a community, with 8-12 separate projects, is less expensive than 2 focus groups. I’ll stop now. :)
by Karen BaronecloseAuthor: Karen BaroneName: Karen Barone Site:http://www.communispace.com About: Karen comes to Communispace with over nine years of experience in culling consumer insights. In addition to running her own consultancy for four years, Karen was Research Director at City Square Associates working with such clients as NBC Corporation, the Corporation for Public Broadcasting, and Capital One Financial Services. Karen also managed consumer research at Upromise, Inc., where she was hired as one of the original employees. Karen loves playing trivia games (much to her husband’s dismay) and cooking traditional Italian cuisine (not to her husband’s dismay), and she’s slowly adjusting to life after the series finale of the television show, “The Wire.”See Authors Posts (12)
I live for awards season. I love the Golden Globes, honestly believe the SAG Awards really do mean more, and [deep sigh] swoon over the Oscars. It is in the spirit of film awards, that I offer you some 2010 Super Brand Awards:
I live for awards season. I love the Golden Globes, honestly believe the SAG Awards really do mean more, and [deep sigh] swoon over the Oscars. It is in the spirit of film awards, that I offer you some 2010 Super Brand Awards:
Best Actor: Domino’s Pizza I know that the idea to address consumer complaints in ads has been polarizing, but I’ve loved every minute. You’re advertising that you’ve changed; you’re listening to your consumers; you’re advertising that you’re listening. You’re so Meta—the Daniel Day-Lewis of pizza.
Best Supporting Actress: Diapers.com
You’re the new exemplar of online shopping. The selection! The free shipping! You’re the picture of flexibility, versatility, and consistency. You remind me of a young Amazon.com.
Best Director: The International Red Cross
Your “text ‘Haiti’ to 90999” campaign provided individuals an easy and affordable way to help victims of the earthquake. You harnessed the power of social media and of mobile devices to create change. Your work will be copied, but I doubt it could ever be out done. Mmmmm… the “Avatar” of philanthropy.
Best (Big) Picture: Pepsi
Kudos, Pepsi! When other, less innovative, brands are spending an exorbitant amount to advertise during the Super Bowl, you’ve made a bold move and decided to end your 23-year run as a big game advertiser. Instead you are using $20 million marketing dollars to listen to and better the lives of your customers. You’re the advertising equivalent of De Niro in ‘Raging Bull.’ Bravo!
One Response to “And the Best (Big) Picture Award Goes to…Pepsi”
Despite distancing myself from the Oscars after the shameful decision to increase the number of nominated films for Best Picture from 5 to 10 (really, double?), I’d like to cast a vote for:
Best Original Screenplay: Will It Blend by Blendtec – captured my heart with their crushing campaign of introducing a new ingredient (iPods, baseballs, video cameras and more) to their blender blog daily. http://www.blendtec.com/willitblend/
Best Adapted Screenplay: Intel – the good folks of Intel have effectively given a personality to their inanimate product with their latest campaign. The ‘Our Rockstars Aren’t Like Your Rockstars’ series proved equally poignant in several mediums from TV to print, no simple task. http://www.youtube.com/watch?v=jqLPHrCQr2I
by Karen BaronecloseAuthor: Karen BaroneName: Karen Barone Site:http://www.communispace.com About: Karen comes to Communispace with over nine years of experience in culling consumer insights. In addition to running her own consultancy for four years, Karen was Research Director at City Square Associates working with such clients as NBC Corporation, the Corporation for Public Broadcasting, and Capital One Financial Services. Karen also managed consumer research at Upromise, Inc., where she was hired as one of the original employees. Karen loves playing trivia games (much to her husband’s dismay) and cooking traditional Italian cuisine (not to her husband’s dismay), and she’s slowly adjusting to life after the series finale of the television show, “The Wire.”See Authors Posts (12)
Happy Friday FOVs (Friends of Verbatim)! There’s nothing I like more than finding a new website to make me laugh, get me thinking, or inspire me to create. In the spirit of sharing, I offer you my new favorite.
Happy Friday FOVs (Friends of Verbatim)! There’s nothing I like more than finding a new website to make me laugh, get me thinking, or inspire me to create. In the spirit of sharing, I offer you my new favorite.
So, return the favor…what are you loving online these days?
by Karen BaronecloseAuthor: Karen BaroneName: Karen Barone Site:http://www.communispace.com About: Karen comes to Communispace with over nine years of experience in culling consumer insights. In addition to running her own consultancy for four years, Karen was Research Director at City Square Associates working with such clients as NBC Corporation, the Corporation for Public Broadcasting, and Capital One Financial Services. Karen also managed consumer research at Upromise, Inc., where she was hired as one of the original employees. Karen loves playing trivia games (much to her husband’s dismay) and cooking traditional Italian cuisine (not to her husband’s dismay), and she’s slowly adjusting to life after the series finale of the television show, “The Wire.”See Authors Posts (12)
Everything I know about respect I learned from the preface to Walt Whitman’s “Leaves of Grass”:
This is what you shall do: Love the earth and sun and the animals, despise riches, give alms to everyone that asks, stand up for the stupid and crazy, devote your income and labor to others, hate tyrants, argue not concerning God, have patience and indulgence toward the people, take off your hat to nothing known or unknown, or to any man or number of men—go freely with powerful uneducated persons, and with the young, and with the mothers of families—re-examine all you have been told in school or church or in any book, and dismiss whatever insults your own soul; and your very flesh shall be a great poem…
Everything I know about respect I learned from the preface to Walt Whitman’s “Leaves of Grass”:
This is what you shall do: Love the earth and sun and the animals, despise riches, give alms to everyone that asks, stand up for the stupid and crazy, devote your income and labor to others, hate tyrants, argue not concerning God, have patience and indulgence toward the people, take off your hat to nothing known or unknown, or to any man or number of men—go freely with powerful uneducated persons, and with the young, and with the mothers of families—re-examine all you have been told in school or church or in any book, and dismiss whatever insults your own soul; and your very flesh shall be a great poem…
Yet, respect flourishes at Communispace and elsewhere when we strive to avoid privileging one voice over others. So rather than simply ruminating on my definition of respect, I turned to my community of friends and family and posed this question: What does respect mean in the workplace? Here’s a sample of the responses:
No clipping your nails at your desk; don’t wear perfume/cologne; say “please” and “thank you”; acknowledge co-workers by saying “hello” as you pass in the hallway; don’t gossip about your co-workers and/or clients; be kind.
I strongly agree about greetings in passing—especially with new people (even if you do not know them) to be sure they feel welcomed! Paying attention to people presenting in meetings, not being late for them. Considering others’ ideas, even if you do not immediately agree with them.
I think respect in the workplace also means expecting that people will do their job (and doing your own) but not holding people to artificial time requirements. For example, sometimes I work late because something needs to get done, but other days I leave early because it’s all done.
Recognizing and understanding expertise beyond one’s own, and allowing colleagues to do their job to the best of their abilities. Celebrating others’ skills and prowess, particularly those at a lower rung on the ladder, makes everyone better. A rising tide lifts all boats… or however that phrase goes.
In addition to respect, our other values include: Client Dedication, Excellence, Integrity, Adventure, Energy, and Ownership. This week will highlight some of our dedicated employees that exemplify some of these values. Be sure to check back later on this week for a special video post as well!
I just need to express my astonishment at your ability to follow-up your post about the Jersey Shore with a Walt Whitman quote. Seamless. Brilliant.
I would also like to add to some of the R-E-S-P-E-C-T definitions already offered: Strive to make more time for in-person correspondence with colleagues, rather than sticking solely to e-transmissions. I think sometimes we hide too much behind our computers, rather than engage in actual conversation. Something I am working on doing in 2010…
by Karen BaronecloseAuthor: Karen BaroneName: Karen Barone Site:http://www.communispace.com About: Karen comes to Communispace with over nine years of experience in culling consumer insights. In addition to running her own consultancy for four years, Karen was Research Director at City Square Associates working with such clients as NBC Corporation, the Corporation for Public Broadcasting, and Capital One Financial Services. Karen also managed consumer research at Upromise, Inc., where she was hired as one of the original employees. Karen loves playing trivia games (much to her husband’s dismay) and cooking traditional Italian cuisine (not to her husband’s dismay), and she’s slowly adjusting to life after the series finale of the television show, “The Wire.”See Authors Posts (12)
So, this is as much as I know… MTV has a new hit show about some twenty-something supposedly Italian-Americans living together on the Jersey Shore. I know this much because my friend and colleague, Katie Adams, likes to fill me in on the show’s highlights. Katie is fabulous and hilarious; she makes the show sound like the television equivalent of Fluffernutter—sugary and satisfying because it has absolutely no nutritional value.
So, this is as much as I know… MTV has a new hit show about some twenty-something supposedly Italian-Americans living together on the Jersey Shore. I know this much because my friend and colleague, Katie Adams, likes to fill me in on the show’s highlights. Katie is fabulous and hilarious; she makes the show sound like the television equivalent of Fluffernutter—sugary and satisfying because it has absolutely no nutritional value.
That’s why I was so surprised when a Facebook “friend” posted the following [unedited] update on his page: “just watched 10 minutest of “jersey shore” on mtv.com and thanks god i’m not italian-american or anyone on that show.”
I was angry. I’m proud of my Italian heritage and have even been to the town in Sicily where my family is from. More importantly, however, is that fact that I (and a few other Italian-Americans) went to high school with this person. He knows us; he knows our families.
What I did next might surprise you. I printed out his update, cut it out, and posted it on my desk. For me, his comment was less about whether or not television creates and/or nurtures stereotypes, and was more a strong reminder to avoid easy and/or rash conclusions. His offensive remark became a love note of sorts for smart research and intelligent analyses from good samples.
Much has been written about the potential social implications of “The Jersey Shore.” I don’t pretend to know why people are drawn to depictions of outrageous subgroups, but I do know that dubious conclusions based on a skewed sample can do great harm and can often reveal hidden, unfair, unsupportable, and often unconscious attitudes.
And it can seriously tick off your former high school classmates.
5 Responses to “The Jersey Shore: A sampling problem?”
Karen, I loved your Fluffernutter analogy. I must admit I have wasted an hour or two of my life watching “The Jersey Shore”. It was like a bad car accident, I didn’t want to stop on the channel and I really didn’t want to watch it but for some reason I felt compelled to take a look. Most of the show made my stomach turn and my heart race with anger that people actually behave this way but there was also something that kept me from changing the station perhaps it was just morbid curiosity.
I think your Facebook “friend” feels the way most people do about the show but I think he missed the mark by targeting the Italian-American population. I recently married into an amazing Italian-American family and I could not be more excited to incorporate their heritage and traditions into our new life together.
Despite all the ridiculous behavior, lack of vocabulary and too much time in tanning booths I actually think one (maybe the only one) positive aspect of the show is some of the cast members pride in their heritage. Sporting Italian tattoos and t-shirts, carrying bags with the Italian flag on it and even personalizing DJ equipment with red, white and green these misbehaving twenty-something’s are proud to be Italian. They sit down to house dinners, love their families and they even say grace!
So tell your “friend” he ticked off this French, Irish and now Italian-American girl too!
Karen, you raise such an interesting point about such a small sample size. I’m always amazed watching the show (I mean I don’t watch the show I’ve just been told?) at how many people are in the background of the shots just staring in amazement at how off-putting the cast is. Guess not everyone fits the mold.
At the same time, I think it’s key to realize that this small slice of life is the equivalent of finding that hidden insight sometimes. It may not be what the majority is saying or doing but how a small subset of the population tells part of the story… or at least entertains us on a weekly basis!
Rich–I agree. Great insights come from samples of all sizes. I dare say my friend’s post doesn’t qualify though. :-)
Erin–I love it. Welcome. Let’s compare “gravy” recipes.
Your friends’ comment should be posted right next to a quote from this week’s episode, where a fight began on the balcony after unwelcome guests began to throw insults. As the cops came and dragged the girls away, One female tenant’s voice from the balcony snapped out some serious fightin’ words:
by Karen BaronecloseAuthor: Karen BaroneName: Karen Barone Site:http://www.communispace.com About: Karen comes to Communispace with over nine years of experience in culling consumer insights. In addition to running her own consultancy for four years, Karen was Research Director at City Square Associates working with such clients as NBC Corporation, the Corporation for Public Broadcasting, and Capital One Financial Services. Karen also managed consumer research at Upromise, Inc., where she was hired as one of the original employees. Karen loves playing trivia games (much to her husband’s dismay) and cooking traditional Italian cuisine (not to her husband’s dismay), and she’s slowly adjusting to life after the series finale of the television show, “The Wire.”See Authors Posts (12)
Did you know there’s a word for that witty retort you wish you made at the time, but thought of after the moment had passed? There is. It’s “tintiddle” Great word, but I don’t know anyone who uses it.
On Wednesday, June 10th, the Global Language Monitor announced that the English language had reached its one-millionth word. Congratulations English, you’re complicated, hard to learn, and rife with potential misunderstanding.
Did you know there’s a word for that witty retort you wish you made at the time, but thought of after the moment had passed? There is. It’s “tintiddle” Great word, but I don’t know anyone who uses it.
On Wednesday, June 10th, the Global Language Monitor announced that the English language had reached its one-millionth word. Congratulations English, you’re complicated, hard to learn, and rife with potential misunderstanding.
I’ll admit it: the millionth word is stressing me out. We’re a company of professional listeners. It’s crucial we understand both what someone says and how they say it. Fortunately, the key to being a successful listener is not in the size of one’s vocabulary, but in the strength of one’s relationships.
Getting to know members in a community over time, you can identify subtle differences in the way they respond and engage. You know when a typically jovial and unselfconscious member takes the time to provide elegant and detailed feedback. (It’s a lot like when your mother uses your first and middle name to get your attention.) In communities, the message and the medium are tightly coupled. Do members use slang or is their language formal, impassioned, abbreviated, verbose?
Ultimately, finding the illuminating insight at the crossroads of what’s being said and how it’s being said is only possible in intimate relationships—the kind you build over time, the kind that distinguishes a group from a community.
P.S. Let’s be honest…a million words is a lot of pressure. I don’t know about you, but I feel compelled to up my game. Here are a few choice nuggets I hope to work into my vocabulary:
pettifogger: a petty, unscrupulous lawyer
raillery: good-humored banter or teasing repartee
bouleversement: complete overthrow; a reversal
perorate: to conclude or sum up a long discourse; also, to speak at length
by Karen BaronecloseAuthor: Karen BaroneName: Karen Barone Site:http://www.communispace.com About: Karen comes to Communispace with over nine years of experience in culling consumer insights. In addition to running her own consultancy for four years, Karen was Research Director at City Square Associates working with such clients as NBC Corporation, the Corporation for Public Broadcasting, and Capital One Financial Services. Karen also managed consumer research at Upromise, Inc., where she was hired as one of the original employees. Karen loves playing trivia games (much to her husband’s dismay) and cooking traditional Italian cuisine (not to her husband’s dismay), and she’s slowly adjusting to life after the series finale of the television show, “The Wire.”See Authors Posts (12)
My mother used to say that a person’s financial situation is like a bathrobe—you shouldn’t “wear” it outside of the house. Sorry Mom, but no one is following that advice. Just this past week, Oprah and Suze Orman encouraged audience members to announce the amount of their credit card debt to millions of viewers.
The truth is, this desire to talk about debt is nothing new…
In 2001, I held one-on-one interviews with 25 men and women who were in default on their credit cards. This research was initiated by a major credit card company who aimed to uncover how they could better message to consumers who were no longer paying on large credit card debt.
My mother used to say that a person’s financial situation is like a bathrobe—you shouldn’t “wear” it outside of the house. Sorry Mom, but no one is following that advice. Just this past week, Oprah and Suze Orman encouraged audience members to announce the amount of their credit card debt to millions of viewers.
The truth is, this desire to talk about debt is nothing new…
In 2001, I held one-on-one interviews with 25 men and women who were in default on their credit cards. This research was initiated by a major credit card company who aimed to uncover how they could better message to consumers who were no longer paying on large credit card debt.
I was initially concerned that these consumers would be hesitant to address their debt and would feel resentful for having their financial lives exposed. In contrast, these men and women were relieved—even energetic—to discuss their situations. Several of whom burst into tears, hugged me, and thanked me for giving them a chance to explain. They had been hoping someone would ask.
For the most part, their stories fell into two camps: (1) those who were already living paycheck-to-paycheck and then ran into hard(er) times (e.g., the death of a spouse and a child), or; (2) individuals who missed one or two payments and found they suddenly couldn’t make the minimum payments due to fees and the increased interest rate. Despite the differences in how they got into credit card trouble, all the respondents had two things in common: an unshakable guilt and a deep desire to connect with their credit card issuer.
This month Congress passed the credit card reform bill and much has been written about how it might affect consumers, those who pay their bills and those who don’t. Some find it paternalistic, others worry it will negatively impact individuals who have always paid on time. Ultimately, consumers will have a very different relationship with their credit cards, which makes it the perfect time for banks to begin listening to how their customers plan to use and pay for credit. Despite the radical changes, one thing remains the same— credit card customers have stories to tell and they’re waiting for someone to ask.
2 Responses to “Credit card customers have stories to tell. Are you listening?”
Great post. Did the companies do anything with the information you provided them? It seems the answer is no, but I’d love to hear the rest of the story.
Hi John,
Thanks for the link and for reaching out.
Sadly, I don’t know what the credit card company did with the information. However, I know it opened my clients’ eyes–and probably their hearts too. They came in with some pretty unflattering assumptions about these cardholders and left in a much more compassionate mind space.
I’m curious–what changes would you have wanted to happen and how, if at all, do they relate to the credit card reform bill?
by Karen BaronecloseAuthor: Karen BaroneName: Karen Barone Site:http://www.communispace.com About: Karen comes to Communispace with over nine years of experience in culling consumer insights. In addition to running her own consultancy for four years, Karen was Research Director at City Square Associates working with such clients as NBC Corporation, the Corporation for Public Broadcasting, and Capital One Financial Services. Karen also managed consumer research at Upromise, Inc., where she was hired as one of the original employees. Karen loves playing trivia games (much to her husband’s dismay) and cooking traditional Italian cuisine (not to her husband’s dismay), and she’s slowly adjusting to life after the series finale of the television show, “The Wire.”See Authors Posts (12)
Movement I: My Inbox
Below is a recent email exchange I had with friend, co-worker, and fellow blogger, Rocky Prozeller:
Rocky: “The awesomeness contained within must be shared with the world at large.”
Me: “So weird. I just got this from [name of other colleague] and two friends who don’t work here.”
Rocky: “Must be what’s hot, received a similar message from my cousin moments ago…Wonder where these things start?”
Movement II: Facebook Earlier the same day, I posted a question for my Facebook update: “Tell me your favorite quote from the TV show Arrested Development.”
Movement I: My Inbox
Below is a recent email exchange I had with friend, co-worker, and fellow blogger, Rocky Prozeller:
Rocky: “The awesomeness contained within must be shared with the world at large.”
Me: “So weird. I just got this from [name of other colleague] and two friends who don’t work here.”
Rocky: “Must be what’s hot, received a similar message from my cousin moments ago…Wonder where these things start?”
Movement II: Facebook Earlier the same day, I posted a question for my Facebook update: “Tell me your favorite quote from the TV show Arrested Development.” While I only received 15 responses to “My Wall,” I heard from numerous friends who didn’t want to post a quote, but were spending a good portion of their day laughing at and (re)reading the quotes posted by others. Further, friends of mine with no connection to each other were correcting quotes, commenting on episodes. I could hear colleagues laughing as new quotes were added; it was fantastic.
What’s hot? At that moment (in my social network), it was the social glue of an affinity (and longing) for great comedy.
Movement III: Coupon Email
Back to my inbox, I got an email from a brand I like for an online shopping discount; the text of the email encouraged me to forward it on to friends. I didn’t.
What’s hot? Not this, not for me anyway.
Getting me to be an agent in a viral campaign/experience is pretty easy: I’ll forward something that will lighten my day and make me laugh, but, more importantly, that will make my friends laugh with me. Coupons won’t do it, but a little humor or a taste of schadenfreude during the work day? That’s viral gold.
by Karen BaronecloseAuthor: Karen BaroneName: Karen Barone Site:http://www.communispace.com About: Karen comes to Communispace with over nine years of experience in culling consumer insights. In addition to running her own consultancy for four years, Karen was Research Director at City Square Associates working with such clients as NBC Corporation, the Corporation for Public Broadcasting, and Capital One Financial Services. Karen also managed consumer research at Upromise, Inc., where she was hired as one of the original employees. Karen loves playing trivia games (much to her husband’s dismay) and cooking traditional Italian cuisine (not to her husband’s dismay), and she’s slowly adjusting to life after the series finale of the television show, “The Wire.”See Authors Posts (12)
Everywhere I turn there’s a pundit or poll lauding or criticizing Obama’s first 100 days in office. From Gitmo to bailouts, it seems everyone has an opinion…well almost everyone.
There are omnipresent experts giving very partisan, nonpartisan, nearly partisan, and anti-partisan interpretations of Obama’s relative successes and failures. Supporting many of these talking heads are polls galore that give the “citizens’ point of view” in the form of nicely crafted close-ended questions tied up in the beautiful bow of statistical significance.
Everywhere I turn there’s a pundit or poll lauding or criticizing Obama’s first 100 days in office. From Gitmo to bailouts, it seems everyone has an opinion…well almost everyone.
There are omnipresent experts giving very partisan, nonpartisan, nearly partisan, and anti-partisan interpretations of Obama’s relative successes and failures. Supporting many of these talking heads are polls galore that give the “citizens’ point of view” in the form of nicely crafted close-ended questions tied up in the beautiful bow of statistical significance.
Yet despite all this information, when it comes to the matter of Obama’s benchmark, I can’t help but wonder what a group of U.S. citizens would say about the last 100 days. To be clear, I don’t mean inviting people to Tweet or live blog during news casts –those techniques tend to illicit responses from the converted (e.g., viewers of Fox News or Keith Olbermann) or the incensed. I’m talking about asking a mix of “everyday people” what’s on their minds, not forcing them to react to a seeded storyline.
Beyond the “Agree/Disagree” forced-choice paradigm resides important and rich detail: how do voters define success—their own and Obama’s? In the mad rush to get food on the table and kids to school, do they really care that he shook hands with Hugo Chavez? What report card would they use to evaluate Obama and how much of their litmus test is being espoused by the experts and polls?
Two weeks ago in this blog, I challenged television executives to use their viewers to create content. Now I challenge news outlets to imagine a community of voters who continuously provide insight and feedback—nuanced, elaborate answers that are impossible to get through polling. Imagine how much we could learn about our country and president if we stopped asking narrow questions and started really listening.
2 Responses to “Obama’s 100 Days: Who’s Counting?”
You know, I don’t remember this many polls when President Bush was in, makes you wonder why? Is it possible that the current political right wing(really the wrong wing) really wants to see President Obama fail? Is that possible? Is it possible that these people (the wrong wing) are really that stupid, to want the President to fail, well that would mean failure for the country would it not? Hey, I have an idea, why don’t they participate and come up with some solutions instead of the same old NO, they sound like 5 year old’s! NO this and NO that….come up with alternative solutions and perhaps someone might listen.
This President is doing more to protect this Country and cover all of the issues then any other President that I have read about. The issues are all EXTREME, and IMMEDIATE. Finance, Unemployment, 2 Wars, Education, Health, now a possible Pandemic, not to mention the NOISE coming from the WRONG WINGERS…..no..NO…NO! But alas, no solutions from the GOP except the solutions they are looking for to win some seats in Congress, and recapture their own party. All of this the GOP is doing nothing, while the Country is getting solutions from this President, and is moving forward and is trying his best to FIX what the the last Administration and the GOP managed to bankrupt, both morally and financially. President Obama is working hard to fix what was broke, and has some good solutions….like all of us, he needs to be given a chance….stop with the POLLS, and give the man a chance!
Brad Mampe 
Jani Fraga 
Katie (Dennis) Adams 
Erin (Giroux) Antonellis 
George T 
This data point — the one who lives with the author of this post — is sooooooo not coming around. Sorry honey.
The only thing cooler than a 2010 Toyota Sienna? The 1998 Toyota Sienna I’ve been driving for two years, prior to the birth of my daughter. The best part? After parents gave it to me, they missed it so much they ended up buying a new Sienna. How many retired boomers buy a minivan after their kids are out of the house? Now that’s love!
I purchased a swagger wagon. Now if I could only find the friends to populate the seats I’d be able to cruise around town in sweet victory!
As a relatively new mini-van driver, I have 3 words for you that won my husband over – Automatic. Sliding. Doors. I can’t express how valuable it is to be doing the daycare pickup in the rain or snow and be able to open the doors from across the parking lot and have my son climb in and get into his car seat by himself. It’s little conveniences like this that meant the minivan was the only car we test-drove.