The Democratisation of Market Research

Mark Simon, MD Global Technology Practice, TolunaKirsty Higgins, Head of Research, RAPP

ad:tech , 22nd Sept 2011

Agenda

Social changes everything!

Social media & research - getting it wrong…Social media & research - getting it wrong…

Research marketplace

Case study: RAPP

Toluna

Global footprint

5,000 clients

Sunday Times Tech Track Top 30 - 2011

Global market research panel

4m members in 35 countries

Research technology providerResearch technology provider

Enterprise

DIY

The ContextThe ContextOnline Behaviours Are Changing

We know online behavioursare changing

Infographic from Flowtown

‘My Mom is on Facebook?’

Market Research

Get Answers. Make Better Decisions

1. Traditional MR

2. Social networking sites & blogs

3. Research sites – large-scale interaction

4. 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 PanelsPanel CommunitiesPanel Communities

Social MediaSocial Media

Reliable survey completion:

Model needed to evolve

MediaMedia

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

Getting it Wrong…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 Facebook

2. Social Media helps for some concept devt2. 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 MarketplaceThe 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. CommunitiesAnswers

Services for delivering Answers

Questions

Social Communities

Technology

Tools for asking Questions

StructuredBrand R&D Services

Quick and scalable

Assured response

Structured assets (data manipulation)

CRM/Review/Commerce Services

Managed services

Highly scalable

Service level agreements

Structured vs. Unstructured Panel vs. Social

Unstructured

Social

Panel Consumer Research

Specific Q&A

Social (media) responses

Hard to manipulate

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

Value

Structured

How can we develop our back How can we help customers

Unstructured

Social (Unmanaged)

Panel (Managed)

Who are the top Social Media gurus?

How can we develop our back catalogue?

How can we help customers buy online?

Harnessing Social Media to Drive the Next Generation of PanelsGeneration of PanelsToluna QuickSurveys

Social NPD: harnessing

toluna.com community trafficContext

• 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• 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 precisionALL 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 2010

March 2009 7,288,603 votes by members

Jan 2011 1 million votes daily

Toluna.com: the results

Creating community, not just membership

“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?”

TolunaQuick: harnessing

toluna.com community traffic

Self-service platform – Toluna QuickSurveys

– Create 1-15 questions

– Target demographics

– Multiple question types

– Census rep algorithm– 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!

Case Study:Case Study:

Sony Music & QuickSurveys

Pre-Campaign

Elvis Duets (International)

- Targeting

- Song Selection

- Artist collaborations

- Strongest potential territories

Market SuccessMarket 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

Rapp / Toluna Case StudyRapp / Toluna Case Study

What we do

• RAPP is a full-service, integrated global agency

• We offer the following services in the UK:‒ Data & CRM‒ Creative across all channels‒‒ Strategy‒ Media buying & planning‒ Telephone services management‒ Experiential marketing

• We do research internally to bolster our strategy and create compelling narratives for our clients on ad hoc basis

Our challenges

• Last minute requests from external clients and internal strategists • Need to test creative ideas and work that is in progress quickly • Limited budget and ad hoc requests• Need to test big samples in a short space of time

Our solution –

Create survey Launch

survey

Get results

An recent client example

• Research for a large bank with a very tight schedule• Test consumer attitudes towards the offers and deal space online in the

UK• Launched 2 surveys to 500 UK respondents on Friday, got results on Mon

morning• Because of the nature of the project we saved a lot of time and money by

not commissioning to quant research agency• Client was very impressed with results and turnaround time

Any questions?

Thank you for your time

Do come and visit us on stand 226

mark.simon@toluna.com@marklsimon / @tolunaquick

kirsty.higgins@uk.rapp.com