how to plan and build a research community

RESEARCH AND COMMUNITY BUILDING WITH A ROADMAP

Wednesday, January 22, 14

Agenda ...Esther LaVielle

VP of Client Services

John JohnsonProduct DirectorPanel Management

“HI FOLKS!”

4 Years with Survey Analytics7 Years Market Research Experience

Qualitative & Quantitive

“When I’m not working I enjoy being in nature, traveling, cooking new

recipes, and hanging out with my dog, Cooper.”

“HI FOLKS!”

4 Years with Survey Analytics7 Years Market Research Experience

Qualitative & Quantitive

“When I’m not working I enjoy being in nature, traveling, cooking new

recipes, and hanging out with my dog, Cooper.”

3 years with Survey Analytics12 years Market Research Experience

Qualitative & Quantitative

“When I’m not working I enjoy being withmy family and friends, staying up to date

with the newest technologies, and I’m a big Seahawks fan!

AGENDA• Got Community? What is it and Why You

Will Want Your Own!

• Traits Of A Successful Community

• The Cost Benefit Analysis For Community

• Getting Started With Your Community

• Community Health & Badges

• Craft Beer Community Study & Live Demo

• Community Development Experts

• Q & A

GOT COMMUNITY?

• SurveyAnalytics's community management tool provides services for creating and managing your own interactive community!

• Segment & target specific community members to send surveys and other email based marketing materials online or mobile

• Fully customizable to fit look and feel of desired online communities

• Manage point and rewards that participating panelists want to earn

GOT COMMUNITY?

“Panels or communities are an ideal solution for companies whose customers ant engaged in social media. In industries where your products are perceived as a commodity, panels are a standout way to differentiate.

If you can manage an online survey or your Facebook profile - you can manage a community. It's as easy as clicking through a few profile selections, sending an email and that's it.”

- Ivana Taylor, DIYMarketers.com

GOT COMMUNITY?

COMMUNITY TRAITSTraits of Successful Online Communities

• Able to control the process of validating the respondent and use of the custom community developed

• Able to commission market research survey studies with homogenous sample for and target key panelist by results "overall", by gender/age, and consumer profile, and more.

• For data segmentation, panel owners are able to slice the data on key questions and assorted research topics, the same conclusion was derived for each question asked.

• The in-house results was completed 2X faster and 10X cheaper.

• The custom panel should not be used to replace nationwide sampling, there is a place in groups like R&D, where organizations has a need to provide a cost effective and quick turn around to address consumer perceptions and feedback.

• Having a tool like this helps organizations manage risk in their decisions through the product development cycle

GOT COMMUNITY?

Trendsetter or Follower?

GOT COMMUNITY?

Apple or JC Penny? Mix of Both?

GOT COMMUNITY?

What is the VALUE of staying connected with

customers in an exclusive community?

GOT COMMUNITY?

IndustryR & D

VOC-dependent

GOT COMMUNITY?

Commitment to set up

& maintenance

IndustryR & D

VOC-dependent

GOT COMMUNITY?

Commitment to set up

& maintenance

IndustryR & D

VOC-dependent

Put in muscle to hustle

GOT COMMUNITY?

*Cool New Stuff*GOT COMMUNITY?• What questions are you not able to answer with

your current research?

• How much money are you already spending on 3rd party sample and outsourced research that you can use to create your own community?

• What’s the potential benefit to bring all it in-house?

• Do you have a person or a team that is capable of rolling out and maintaining an online community?

• Will you be able to pitch this idea to your team, CEO, board members to back you up?

COST BENEFIT ANALYSIS FOR COMMUNITIES

SAMPLE VS. COMMUNITY COST/BENEFIT

The average market research firm or research department will: The average market research firm or research department will: The average market research firm or research department will: The average market research firm or research department will: The average market research firm or research department will:

Will spend 50% of annual research budget on sample or

acquiring respondents, and incentive

Deploy online study with 300+ completes requires a

sample/recruitment/incentive budget between

$4 - $15K

PER PROJECT

Need to 100% trust the respondents from

Sampling firms fit exactly the profiles or specifications needed

Will stick to trusted an average of 3 panel

providers regardless if the respondents for

project specs required are not 100%

Firms don’t always question panel companies recruitment

strategies or how they maintain it

$4 - $15K

PER PROJECT

$4 - $15K

PER PROJECT

$4 - $15K

PER PROJECT

$4 - $15K

PER PROJECT

Every business needs a way to objectively determine the business value of any investment decision

1. View & Analyze Value of All Investments HQ, Employees, Technology: Panel, Overhead, Projects, Processes, etc.

2. Prioritize initiatives & allocate funding based on value for department or company

1. R & D 2. Technology 3. Sales 4. Staff Lunches

3. Make Better Decisions Sooner or Add Revenue Panel = $$$$$

4. Predict the impact of changes & eliminate unneeded costs

New Technology = Layoffs or New Hires?

5. Increase utilization levels of current systems & resources

What do we already have that we can use more often?

6. Balance value with possible risk High Risk = High Reward?

GETTING STARTED ON COMMUNITIES

*Cool New Stuff*GETTING STARTED ON COMMUNITIES1. Define & Build Profile Information based on research goals

2.Tap Existing Database

3. Set up Points and Rewards

4. Setting up a recruitment and retention plan

5. Set up an engagement plan & schedule: Surveys1x week, geo trigger, passive data collection, etc.

6. Decide what kind of reports should be generated and of which profiles & segments

WHAT’S NEW IN COMMUNITIES

COMMUNITY HEALTH

COMMUNITY HEALTH + SURVEY DATA • Side by side profiling info with survey data

• Offers additional insight possible changes in response rates

• Offers measurements to determine if you need to change your panel recruit and/or management strategy

• Drill down to specific panelists and view history of surveys taken

COMMUNITY HEALTH + SURVEY DATA

*Cool New Stuff*HEALTH DASHBOARD DEFINED1. Lifetime Attrition: Chart displaying community members have dropped out of the community over a time period (week, month, etc.) and by status (Unsubscribed, Bounced, Spam, etc.)

2. Activity: Chart displaying how active verified community members have been over a time period (weekly, monthly, yearly) and source (web, survey, mobile, referral, uploaded). View this chart by defined sample filters helping evaluate the activity of defined community segment.

3. Participation Rate: Visual gauge displaying total verified community members who have received a survey invitation & viewed the first page of the survey. Gives an overview analysis of all your deployed survey invitations. Filter by weekly, monthly, and yearly). View by defined sample filters helping evaluate the participation rate of defined community segment.

BADGES

*Cool New Stuff*BADGES DEFINEDCommunity members can earn badges for activity, experiences, and user roles. Badges are unlocked with respect to the member engagement in the community.

Points Bandit - The Points Bandit has achieved 1000 points by participating in our fascinating research surveys.

Lifetime Achievement - Congratulations you have been with us for 1 year!

Community Leader - The community leader has participated in discussion as well has posted question to the community.

Profile Verified - Glad to know who you are and get ready for survey tailored just for you.

WIFLY - Downloaded the SurveySwipe application and ready to take survey on the go.

*Cool New Stuff*SIERRA NEVADA BREWINGWants to start their own communityto test new beer flavors entering the market:

1. Define & Build Profile Information based on a typical craft beer consumer

2.Tap Existing Database: Sierra Nevada Beer Camp: Brewing with other craft brewing companies across the US.

3. Recruit via social media, bottles, coasters, target geographic locations, etc.

4. Deployment plan: Send Beer Surveys, Profiling surveys, online/in person discussions on new flavor ideas, etc

5. Points and Rewards: Sierra Nevada iPhone Bottle Openers to all who sign up for the craft beer mobile community

6. Decide what kind of reports should be generated: Brewers & Beer consumers

LIVE DEMO

*Cool New Stuff*SIERRA NEVADA BREWING

Who’s Excited Now?

COMMUNITY DEVELOPMENT EXPERTS

New to communities and need help getting started on the right path? With community development experts you will , , ,

1) Get an overview of their panel development needs and draw a panel outline2) Assist with all panel logistical design, development and management3) Assist in the recruitment or supplemental recruitment4) Develop an incentive strategy to ensure panelists stay engage5) Set panel participation rules to increase response rate6) Help with the portal design, set up, etc.7) Help them set it up and manage themselves, or have the experts do it for you8) Experts can handle the end to end and also help sell the panel, if necessary

What are the general steps or phases you would roll out with people looking to build their own in-house community?

a) Select a software platformb) Determine if they have to recruit or start with a listc) What sort of incentive method will work best for their audienced) Frequency of use: Determine Interactive strategye) Type of communication or engagement

How long will it typically take to build a community if you go through all of the steps?

At least 1 month. Depends on the size and complexity.

PRICING SPECIAL FOR ATTENDEES

To thank those who attended the Educationhour Survey Analytics is offering a 5% discounton all Mobile and Panel products!

15% White Label Communities! January Special

Mention your attendance to your account manager or sales rep to qualify

1(800) 326-5570www.surveyanalytics.com/contact

THANK YOU FOR ATTENDING!

how to plan and build a research community

Business

interactive community

community building

custom community developedable

online survey

survey analytics

panel owners

hi folks

assorted research topics