tolunaadtechpressept10final 110927054317-phpapp02[1]
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The Democratisation of Market Research
Mark Simon, MD Global Technology Practice, TolunaKirsty Higgins, Head of Research, RAPP
ad:tech , 22nd Sept 2011
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Agenda
Social changes everything!
Social media & research - getting it wrong…Social media & research - getting it wrong…
Research marketplace
Case study: RAPP
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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
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The ContextThe ContextOnline Behaviours Are Changing
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We know online behavioursare changing
Infographic from Flowtown
‘My Mom is on Facebook?’
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Market Research
Get Answers. Make Better Decisions
1. Traditional MR
2. Social networking sites & blogs
3. Research sites – large-scale interaction
4. VIP communities
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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
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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
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Getting it Wrong…Getting it Wrong…
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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
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The New Research MarketplaceThe New Research MarketplaceHello Social!The Role of Panels and Technology
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The Marketplace
Lots of services available for different applications and requirements
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Questions vs. Answers
Tech vs. CommunitiesAnswers
Services for delivering Answers
Questions
Social Communities
Technology
Tools for asking Questions
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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)
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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?
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Harnessing Social Media to Drive the Next Generation of PanelsGeneration of PanelsToluna QuickSurveys
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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
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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?”
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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!
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Case Study:Case Study:
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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
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Rapp / Toluna Case StudyRapp / Toluna Case Study
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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
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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
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Our solution –
Create survey Launch
survey
Get results
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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
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Any questions?
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Thank you for your time
Do come and visit us on stand 226
[email protected]@marklsimon / @tolunaquick