Dissecting the ChatRoom. How does one think through new product development for chat? Last October I found this an intriguing question and with a little help developed the exploratory framework below. Today it is perhaps more relevant to the learning required to enhance collaboration with emerging social software. The target of this chat exploration was focused on determining the consumer frameworks to aid decision-making. [Unbound Spiral]

Interesting - has me thinking.

Six segments of chatters have been identified in the map, and drivers for each segment described.

Some thoughts straight off-the-hip on further refining and developing the prototypes (very much a researcher’s perspective here) :

• There may be some value in considering an exploration into symbols-heroes-rituals-values (based on Geert Hofstede’s model of understanding cultures and organizations) to better understand what makes each prototype tick. Perhaps an exploratory study first to deepen understanding of each segment and develop prototypes, and then measure size of segments and validate this thru a larger-scale quantitative exercise.
• Taking a step backwards – yet an attempt to open a little window. This chat map is a representation of a form of communication.Perhaps this communication could be broken down into syntax/semantics/pragmatics or structure/content/meaning from a semiotic and linguistic perspective. Form could really focus on the syntax, which is critically important ….for instance….the labels (Blue Eyes, Red Hot Huge) or the colours used and boldness of font, or the other chat symbols like brb, lol, lmao; definitely the emoticons, the use of voice - eg. playing music for the room, webcam etc. Rigorous content analysis of the syntax of the chat under observation would throw up the semantic and pragmatic angles - for instance when Red Hot Huge flashes his heart for Blue Eyes and Blue Eyes responds with a blush and silence……or dances around the room joyously, holding Red Hot Huge close. Follow that interaction further - the a/s/l question leading to how far, what emoticons, what life positions - exhibitionist or sociable or flirtatious or explorer, etc. And how these meanings may change depending on the context of the chat - romance rooms vs others.

Purists might scoff at these suggestions … but there can be advantages :

• a more complete character sketch of each profile – with more ‘faddish’, ‘what’s in what’s out’ symbolism at one extreme – that could for instance, impact creative devt for a brand hinged upon contemporary symbols, or content for a TV channel/music channel/radio…………..…. and deeper values manifest by the symbols, heroes, rituals, on the other.
• this may extend into possibilities and implications these prototypes have on marketers on the ground as well (again assuming they can be extended ….only numbers will tell). For instance, if the age group of 16-18 yrs is very active in chat rooms (and one can take an educated guess that they are), these insights could be used by any and every marketer targeting this segment, and not necessarily restricted to online marketers or social software developers.
• profiling these segments along brands used – for instance, would the ‘exhibitionist’ go for ‘louder’ brands vs the ‘sociable’ ? Seems terribly simplistic the way I’ve put it but may help a deeper understanding of how brand choice is made – what governs it, what drives it, across categories and segments.
• a plotting of brands, products and new product opportunities by raising questions such as - do we want to be there - how best to get there there
• the Exploring segment is fascinating in its complexity.Perhaps could be fragmented further where the prototype would throw up emergent profiles and from the marketer’s point of view the fragmentation could be useful by providing better industry/product/service focus. Soul food for the spiritually inclined (and there seems to be a growing ‘commercial’ market for that), cat food for cat lovers, oils and perfumes transcending cyber space for the sensuous, apart from the ‘regular’ stuff. Marketing tasks to the other segments seem less challenging really. Even the habitual ….. with quick ‘pick me ups’.
• would have inisights and implications too for advertising tone, mood, symbols too - eg the tone, symbol, colour, graphics that may cut thru to say the exhibitionist .. may be very different from ones that cut thru for the sociable or habitual. An analysis of the ‘tone’ of communication of that segment … may throw up useful insights into his/her mode of receiving communication.

Found this article - Born Digital:Children of a Revolution - its a bit old, but useful in this context.