A day of social media insights

Michael Mayers

Vice President, Business Development

Can a mixed mode approach to social media research power consumer insight?

About Conversition

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• Founded in 2009 by senior managers from IPSOS and NPD Group

• Acquired in May 2011, part of the e-Rewards, Inc. group of companies

• Social media research data provider focussed exclusively on the needs of the agency- and corporate market researcher

• Advocates a mixed-mode “listening & asking” approach to social media research

Conversition is a social media research data provider

The research challenge

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• Focus on a brand which I had never heard of...

• ...in just one day to complete study design, fieldwork, and analysis!...

• ...using only social media-driven research...

Taking a consumer-driven approach to brand research

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Listen

Ask

• Meaningful

• Validated

• Actionable

Relevant

Authentic

The methodology...

• Structure & codification

• Exploration & discovery

• Hypothesis generation

• Dimensionalize

• Confirm

• Validate

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The brand of which I had never heard...

“Just what is Chick-fil-A doing so very

right, and is there room for improvement?”

6 Source: Chick-fil-A website and filings

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The Chick-fil-A mission: To be America’s best Quick-Serve Restaurant

2.00

3.22 3.58

4.05

2006 2009 2010 2011

Chick-fil-A annual sales ($Billions)

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Listen to unsolicited customer comments, codify findings

Source: Conversition “EvoListen” social media consumer verbatims from period 1 Jan – 31 Dec 2011.

10:30am 11:15am 1:30pm 4:00pm 6:30pm 9:00am

Went to chick-fil-a today

drive thru, cashier said I

had waited to long. Gave

me my order for free

Waiving food payment

LOVE that they offer church services

for employees. #JesusSaves

Associations with Christianity

Pull up to the window at

Chick fil A , cashier said

car in front paid for your

order.

Paying it forward

Chick-fil-A has the best

employees. It's so nice to

hear "my pleasure!”.

Politeness of staff

employee standing outside the drive thru

window to hand your food to you so you

don't have to lean out!

Broad service footprint

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31

21

14

13

10

6

5

Friendliness of the staff

I don't know or have no opinion on Chick-fil-Arestaurants

New menu options (for example, Banana PuddingMilkshake)

Promotions like free breakfast Thursday

The brand's strong association with Christianity

Service that extends beyond the restaurant (forexample, car park attendants)

Other

Staff friendliness is the

most valued component of

the Chick-fil-A experience

Confirm and quantify themes with fast survey to inform subsequent study design

Thinking about the Chick-fil-A chain of restaurants, what aspect of the customer

experience do you most value?

Source: Conversition survey using Crowdvi.be fielded March 3, 2012 (n=100). Response time = 7 mins.

10:30am 11:15am 1:30pm 4:00pm 6:30pm 9:00am

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Source: Conversition survey using SurveyTool fielded March 3, 2012 amongst respondents who most valued “Friendliness of the staff” (n=363).

There is one lady

that…always remembers

my children, and their

sports

Know the regulars

I appreciate the genuine smiles

Smile

They are very talkative

and sweet…I enjoy a

bit of conversation

Talk

[They] offer to help bring my

tray to the table when I have

my hands full with my children

Help out

They greet…and genuinely seem to

appreciate their customers

Greet

Friendliness the

Chick-fil-A way

Drop data into analytical framework, analyze results

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“Paying it forward” is a meaningful phenomenon and worthy of further investigation...

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14% had experienced someone else “paying it forward” to them

22% had “paid it forward” to someone else

...are Chick-fil-A customers more charitable than other category users?

Drop data into analytical framework, analyze results

Source: Conversition survey using SurveyTool fielded March 3, 2012 amongst respondents who had visited Chick-fil-A within the previous 3 months (n=1,020).

10:30am 11:15am 1:30pm 4:00pm 6:30pm 9:00am

Wait times, location, and

price perceptions are areas

of concern for the brand:

Satisfaction is relatively low

for these important category

attributes

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Hi

Lo Hi

Source: Conversition survey using SurveyTool fielded March 3, 2012 amongst respondents who had visited Chick-fil-A within the previous 3 months (n=1,020).

Range of menu items

Cleanliness of restaurant

Friendliness of employees

Availability of parking

Location

Opening hours

Time spent in line

Price

Table service Imp

ort

ance

(Q

SR c

ateg

ory

)

Satisfaction (Chick-fil-A)

So is Chick-fil-A doing EVERYTHING right?:

Category attribute stated importance versus Chick-fil-A satisfaction

Drop data into analytical framework, analyze results

10:30am 11:15am 1:30pm 4:00pm 6:30pm 9:00am

DANG IT!!!!!! Chick-fil-a prices went up!!!!! The world is ending.

Chick fil A has went up on there prices!!! Smh!!!! Just tries this whole Chick-

fil-a "thing." While good, the hype left it Very

underwhelming. And exuberantly overpriced..

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Drop data into analytical framework, analyze results

Chick-Fil-A is overpriced garbage.

super slow, super expensive.. But there's

nothing like chick fil a in the morning

I dont like Chick-Fil-A cause their small ass portions of food dont feel you up and the

PRICES TOO DAMN HIGH

When did Chick-Fil-A get so expensive? A 12 piece

chicken nugget meal was almost $8!

Source: Conversition “EvoListen” social media consumer verbatims from period 1 Jan – 31 Jan 2012.

Recent 2012 price increase has not been well received...

...is pricing out of kilter with both their category and the economic reality faced by customers?

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Chick-fil-A enjoys market-beating goodwill with a loyal customer base, but wait times are

becoming noteworthy…

React to demand on a case-by-case basis and gain local depth / category share of

requirements with new restaurant openings

…and the prices are beginning to bite… Trial menu items that address customers who

want lower priced options

…though “bonus” events such as free meals create goodwill and fit into an emerging trend

of “paying it forward”…

(If not done so already) issue guidance to restaurants on trigger occasions for free food

orders

…and the range of menu items, friendliness of staff, and cleanliness of restaurants continue to

be major satisfaction drivers.

Continue with menu development program, reward service scores, and ensure restaurant

upgrades remain a priority

Example summary and recommendations

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Why use integrated social media research?

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• Listen first: Take a consumer-driven approach to your research. Listen to what brand stakeholders have to say.

• Flexible, relevant, real-time research: With no trade off in quality or actionability.

• Cost effective: Exploit the cost advantages of social media-based research channels.

This methodology exploits the strengths of passive social media listening with traditional survey techniques to quickly and cost-effectively deliver meaningful, substantiated, actionable consumer insights

Q&A For more information email us at:

hello@conversition.com