the research revolution starts here!
DESCRIPTION
How can Toluna QuickSurveys can revolutionise the way we do market research.TRANSCRIPT
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The Research Revolution Starts Here!27th June 2011Mark Simon, Leader, Global Technology Practice, Toluna
We know online behaviours are changing
Infographic from Flowtown‘My Mom is on Facebook?’
Survey-taking behaviours changing too!
Why are response rates to surveys declining?– Email overload– Untargeted, poorly designed and lengthy q’aires– Limited time / attention
Monetary incentives not the solution...– Data quality– People always looking for the next best offer – Social rewards make big sites work: Wikipedia?– Financial vs. social rewards– ‘I made a difference’ NOT - ‘I got paid’– Give respondents a seat at decision-making table
Democratising Research: Harnessing Social MediaToluna QuickSurveys
Social Media to drive new research toolsHarnessing toluna.com community traffic
Context– 4m-strong community loves to vote & share opinions – Market demand! Faster, less expensive but agile MR solutionsAims
– Challenge low industry response rates and panel recruitment– Increase engagement with members– Grow research market - low cost, fast, sharable solution for
brands, PR agencies, SMEs, charitiesMember engagement conceptsRicher member portraits
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 34 countries in 2011
“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 2011 1 million votes daily
Toluna.com: the resultsCreating community, not just membership
Fast Easy Cost-effective
Hello
for research professionals
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Let’s take a look
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Case Studies
A publisher.
A research house.
A training company.
An online resource.
A community of online marketing professionals.
Econsultancy write reports, run training and events related to best practice digital
marketing.
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QuickSurveys for Econsultancy reports
Social gaming smart pack
Survey of 2,000 respondents
UK consumers
Trends in social gaming and use of gaming products
Over 2000 downloads to datehttp://econsultancy.com/reports/social-gaming-report
http://econsultancy.com/blog/7022-social-gaming-trends-for-2011
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Social gaming smart packStats also used in press release
http://econsultancy.com/press-releases/5359-new-report-a-fifth-of-consumers-playing-social-games-online
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Key points:
Main benefits of Toluna QuickSurveys
• B2C data (to complement their own B2B data)
• Speed- Ability to go live and collect data quickly.- Normally 24 hours to get results.
• International.- Able to compare results
• New features- Open-ended questions. - Can add images and video to questions.
Case Study:
How Sony Music uses Toluna QuickSurveys
Pre-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
What’s coming?
Enhanced feasibility toolGrid questionsMore countries TemplatesReseller / white label toolkitUser communityAnd more....
‘“It’s become a ‘must-have’ tool
for research projects. A full-blown
custom research study may take a
few months, Omnibus at least a
week, but QuickSurveys takes
only a few hours – whenever you
want it.”
Mark Rozeen, EVP of Insights &
Innovations GolinHarris
“We were able to create our survey within a
few minutes and collect the final results a
couple of hours after the survey was launched.
This was extremely quick and easy!”Aliya Zaidi, Research Manager Econsultancy
What our clients say
A very fast and cost effective way to get feedback on artists and compilation releases from real consumers. It has proved invaluable for time-sensitive projects, where we need to make marketing decisions quickly. Mark Uttley, Research Manager Sony Music
End users
MR, PR, Advertising, Media Planning
Who is using it?
Your QuickSurvey resourcesTolunaquick.com› Top tips› Video› Tutorial› Case studies› FAQ
Social media
Email: [email protected]
Twitter: @tolunaquick
Facebook: facebook.com/tolunaquick
YouTube: youtube.com/tolunaquick
Slideshare: slideshare.net/tolunaquick
Before you go...
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Thank you for your timeAny questions?
[email protected] @marklsimon