data & marketing analytics theatre; the democratisation of market research
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TRANSCRIPT
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...
