data & marketing analytics theatre; the democratisation of market research

The Democratisation of Market Research

James Pickles – Director Client SolutionsJohn Wroath – Global Digital Marketing

TFM&A – 29th February 2012

Agenda

Social changes everything!

Social media & research - getting it wrong…

Research marketplace

Case study: Sony Music & Phillips

TolunaQuick Global footprint

25,000 clients Sunday Times Tech Track Top 30 – 2011/2

Global market research panel 4m members in 42 countries

Research technology provider Enterprise DIY

The ContextOnline Behaviours Are Changing

We know online behaviours are changing

Infographic from Mashable

Market ResearchGet Answers. Make Better Decisions

1. Traditional MR 2. Social networking sites & blogs3. Research sites – large-scale interaction4. VIP communities

Survey-taking behaviours are changing

Declining survey response rates Email overload Untargeted, poorly designed and lengthy surveys Limited time and attention

Monetary incentives not only solution... People looking for the next best offer Social rewards make big sites work: Yahoo Answers, Wikipedia, etc. Financial incentives – survey completion Social incentives – site stickiness, traffic

Email ListsEmail Lists Online PanelsOnline Panels Panel CommunitiesPanel Communities

Social MediaSocial Media

Allow member creation of content Discussion forums, blogs, personal pages, member polling & ratings,

online focus groups, live chat & wikis Participation driven by ego or curiosity

Sharing of results and impact with the community, member visibility ‘I made a difference’ NOT - ‘I got paid’ Give respondents a seat at the decision-making table

Reliable survey completion: Model needed to evolve

Getting it Wrong…

Gap Logo: Social Media Fail?

No community research for rebranding => backlash 180 degree flip – let’s crowd-source a logo! Lessons:

1. Brands already have a live panel - Twitter and Facebook2. Social Media helps for some concept devt

– Ask and you will get a response– Don’t ask and you might get a surprise– Don’t source community reactions after event

3. Evaluate community significance early - then make research strategy decisions

4. Use Social Media and other research tools to establish value community adds – Brandwatch, Radian6 etc

The New Research MarketplaceHello Social!The Role of Panels and Technology

The Marketplace

Lots of services available for different applications and requirements

Questions vs. Answers Tech vs. Communities

Answers

Questions

Social Communities

Technology

Tools for asking Questions

Services for delivering Answers

Structured

Unstructured

Social

Panel

Brand R&D Services

Quick and scalable

Assured response

Structured assets (data manipulation)

Consumer Research

Specific Q&A

Social (media) responses

Hard to manipulate

Broad residual value (Google/SEO/ Share-ability and PR)

CRM/Review/Commerce Services

Managed services

Highly scalable

Service level agreements

Structured vs. Unstructured Panel vs. Social

Harnessing Social Media to Drive the Next Generation of PanelsToluna QuickSurveys

Harnessing community traffic Kitkat Chunky Facebook page set up

4 flavours to choose from Facebook community voted on

their favourite The winner goes into production Similar to bring back Wispa

campaign

Social NPD: harnessing toluna.com community traffic

Context Community loves to vote, share opinions and has massive scale Brands and agencies need faster, more agile market research solutions

Toluna’s aims Challenge low industry response rates and panel recruitment challenges Increase engagement with members Low cost, fast, scalable, sharable solution for brands, PR agencies, SMEs, students Turn votes & opinions into a nimble, ‘pay per survey’ model

Members : Create personal profiles, polls and debates Get real time poll results Rate and follow members Publish polls & opinions externally

Richer member portraits Every vote or poll created or answered was added to profile

ALL the above allowed us to target surveys with a much higher level of precision

10,000 members in 1 country in 2003 to...4m members in 42 countries in 2012

“Do you Recycle to feel less guilty about the environment?”

“Do you do your weekly food shop online?”

“Will you buy the new iPad?

“Smokers, thinking about quitting, if so how?”

March 2009 7,288,603 votes by members

Jan 2012 1.5 million votes daily

Toluna.com: the resultsCreating community, not just membership

Case Studies:

Objectives: To launch an integrated online campaign

using toluna.com, Facebook, Google Build awareness and create a buzz Get feedback from product users Aid NPD

Toluna.com Targeted surveys sent to respondents Polls added to attract discussions around

products Targeted respondents selected for product

testing Reviews added on Toluna.com & third party

sites All content optimised for Google

Case Study: Philips Steam System– Product Test

The ResultsToluna providing research platform

Campaign Results 2 surveys attracted over 34,000 respondents & 11,500 product test registrations 28 product reviews published on Toluna.com. All content optimised - product

listed On Top 2 natural search results on Google 423 unique visitors from Facebook to toluna.com opinions

Business Results Oct-Dec Gained No.1 market share position for steam systems Product sales +33% YoY Market share +14% YoY

Sony Music & QuickSurveysPre-Campaign

Elvis Duets (International) Targeting Song Selection Artist collaborations Strongest potential territories

Market Success

Lullaby Kids (UK) Consumer’s opinions Propensity to buy Segmented targeting Insight to instant returns

Filling the Gaps

Media Channels & Song Testing (Australia) Sony Music segments and Australian Newspapers Song testing Effective and simple

TolunaQuick: harnessing toluna.com community traffic Self-service platform – Toluna QuickSurveys

Create 1-15 questions Target demographics Multiple question types Census rep algorithm E-commerce engine – pay per click Speed, cost and simplicity benefits

Harnessed community traffic Surveys go on toluna.com 100-2,000 responses in hours See results live Share questions and results Use for FREE with your crowd!

Quick Survey example...

Segmentation example

Topical feedback in 6 minutes...

Thank you for your time

Do come and visit us on stand G26

John.Wroath@toluna.comJames.Pickles@toluna.com

@toluna