Broadly speaking, it appears the lead candidate for Social Media Story of the Year goes to Pinterest. To be honest, I am not in the vanguard with this new social media play so I’m learning too. I have two interesting articles to read: (1) today on CNN.com (click here) and (2) one from the Chicago Tribune (click here).
Finally, I have an interesting conversation/thread from one of my Linkedin groups discussing if/how to use Pinterest for qualitative online marketing research.
How are you using Pinterest?
-“I am not using it but have started to see/hear about it in blogs etc. what is relevance to marketing research or qualitative world?”
– “I just got my account and I’m starting to play around with it this weekend. I’m going to be using it for blogging and reports/presentations first, but it seems like the kind of thing that would have lots of applications in terms of respondent exercises. I’d be very interested in hearing what people are doing, too.
My one concern right now is making it available for respondent use in its current version. I know it took several days to get my own account up and running. And, if I’m not mistaken, I think it’s still a beta version, which suggests that there are still wrinkles to be ironed out. I would hate to design a respondent exercise using it and having current technical issues ruin its introduction as a tool to my clients.”
-“Many brands have started using Pinterest as a platform to conduct market research or test product launches. In recent days one creative suggestion was to use Pinterest as sort of social online focus group to see first – hand on platform reactions not inundated as Facebook.”
-“Pinterest is still in Beta and does take time to start a board and build pins. It is not a blog. You can blog about it, but not on Pinterest, yet. Here’s a way I can see it being used but as far as I know the boards are open to anyone so any proprietary materials would not be secure. 1. As a specific on-line collage tool 2. As a sorting tool for brand imagery 3. As a tool for creating concepts. 4. As a tool for evaluating concepts. I’m waiting for the right project to try it.”
-“A colleague of mine and I started hearing about it from respondents themselves during an online qualitative project we were doing and we too thought it had some real potential. I echo Diane’s concerns about security but certainly there could be a way to communicate privately with respondents do have them use the platform as a type of projective activity much like we get them to find and upload pics from the internet to communicate ideas?”
-“After playing with Pinterest for the first time yesterday, I can attest that it has great potential for use as a projective/collaging tool. If they’re anything like me, they’ll enjoy the exercise immensely. I started playing at about 10:30 and before I knew it, it was 1:00 in the morning. I also got the sense that there is lots of “browsing” and public support/discussion of new pins. That is, at least, if response to my “I think I need a vacation—everything I look at seems to involve pillows, windows, and books” pin is any indication.”
Daniel M. Ladik, PhD
Associate Professor of Marketing
Stillman School of Business
Seton Hall University