Consumer insights for user-generated content

Room 3 | 3:15 pm - 3:45 pm | Thursday, May 9, 2024

In the era of the digital revolution, consumers not only consume digital assets but also actively contribute by creating new digital content. This shift in consumer behavior has raised doubts about the effectiveness of traditional advertising and marketing methods among upcoming generations.

Today, consumers place more trust in peer reviews and online recommendations. This transformation has elevated the significance of user-generated content (UGC) for marketers. Additionally, traditional market research can be expensive for many marketers. Before committing substantial resources to targeted research, marketers may opt for exploratory studies that leverage the wealth of information available in user-generated content. UGC also plays a crucial role in driving traffic and establishing a positive reputation, among other benefits. However, marketers can only harness this information effectively if they adopt and master new methodologies capable of extracting insights from text, images and videos.

In this presentation, we will cover the following topics: the methodology for identifying the drivers of satisfaction and determining their relative importance from UGC; approaches for assessing the monetary value of a review or reviewer; techniques for tracking cultural variations in consumer behavior; and strategies for addressing “dark” UGC, including fake reviews, rumors and clickbait.

Drawing on the speaker’s research and its practical applications in numerous consultancy projects, these topics will be valuable for future managers and market research agencies interested in staying ahead of the curve.

Key takeaways:

1. Embrace the power of user-generated content: Recognize that UGC is not just a consumer activity but a valuable marketing resource. Leverage peer reviews and online recommendations to build trust and engage with your audience effectively.
2. Prioritize cost-effective research methods: Consider incorporating exploratory studies using UGC before investing heavily in targeted market research. This approach can provide valuable insights without incurring significant costs, allowing for more informed decision-making.
3. Stay agile with evolving methodologies: Keep up with emerging methodologies for analyzing diverse forms of content, including text, images and videos. Adapting to these newer approaches will enable managers to extract meaningful insights from UGC, enhancing their decision-making capabilities in a rapidly changing digital landscape.

Methodologies Presentation by End-Client Retail