Transcript: #StandardsGoals for 2024: What’s new for BISAC - Tech Forum 2024
Data & Marketing Analytics Theatre; The democratisation of market research
1. The Democratisation of Market Research
James Pickles – Director Client Solutions
John Wroath – Global Digital Marketing
TFM&A – 29th February 2012
2. Agenda
Social changes everything!
Social media & research - getting it wrong…
Research marketplace
Case study: Sony Music & Phillips
3. 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
5. We know online behaviours
are changing
Infographic from Mashable
6. Market Research
Get Answers. Make Better Decisions
1. Traditional MR
2. Social networking sites & blogs
3. Research sites – large-scale interaction
4. VIP communities
7. 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
8. Reliable survey completion:
Model needed to evolve
Email Lists Online Panels
Panel Social
Communities
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
10. 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 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
11. The New Research Marketplace
Hello Social!
The Role of Panels and Technology
13. Questions vs. Answers
Tech vs. Communities Answers
Services for
delivering
Answers
Social Communities
Technology
Tools for
asking
Questions Questions
14. Structured vs. Unstructured
Panel vs. Social
CRM/Review/Commerce Services Structured
Managed services Brand R&D Services
Highly scalable Quick and scalable
Service level agreements Assured response
Structured assets (data manipulation)
Social
Panel
Consumer Research
Specific Q&A
Social (media) responses
Hard to manipulate
Broad residual value (Google/SEO/
Share-ability and PR)
Unstructured
16. 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
17. 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
18. Toluna.com: the results
Creating community, not just membership
10,000 members in 1 country in 2003 to...4m members in 42 countries in 2012
March 2009 7,288,603 votes by members
Jan 2012 1.5 million votes daily
“Do you Recycle to
“Will you buy the feel less guilty
new iPad? about the
environment?”
“Smokers, thinking
about quitting, if so “Do you do your
how?” weekly food shop
online?”
20. Case Study: Philips Steam System–
Product Test
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
21. The Results
Toluna 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
22. Sony Music & 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
23. 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!