1. Converting Business with the Latest in
Online Research Techniques
The 2011 MIRREN New Business Conference
April 11-13, 2011
Michaela Mora
@rinsights
www.relevantinsights.com

2. Before the Pitch
What is the ultimate goal of the advertising campaign?
Inform, position
Call to action
Change or reinforce attitudes
Change behavior

3. Insights Into The Purchase Cycle
Consideration Trial
Target
Awareness Repeat Purchase

4. Questions of the Purchase Cycle
Target Awareness Consideration Trial Repeat Purchase
Who are our What is the level of Is our brand in the Likelihood of first Likelihood of repeat
customers? brand awareness? consideration set? purchase? purchase?
Who are NOT How is the brand What other What are the key Brand loyalty or
our customers? perceived and competing drivers of trial? promiscuity?
Potential positioned in alternatives are
targets? customers’’ mind? considered? What are barriers What are the key
Attitudes? to trial? drivers of loyalty?
Where is the What do they like or Competing
growth Is our brand recalled dislike about our alternatives? What are barriers to
opportunity? when the need arises? brand? repeat purchases?
How is the
Is the category Is our brand purchase decision
growing or recognized at the POP? made?
shrinking?

5. Online Research Tools
Qualitative Quantitative
Webcam Focus Groups /IDIs Online Surveys
Bulletin Board Focus Groups Trade-off Techniques
Online Journaling
One-on-One Chats
Hybrids
Online Survey + Qual. Techniques
Online Communities
Social Media Monitoring
Mobile Research

6. Online Qualitative Research Tools

7. Webcam Focus Groups / IDIs
Advantages Disadvantages Applications
Real time face-to-face Time limitations Assess early-stage
positioning
Can see expressions Some body statements and ad-
associated with sound language is lost as like object
camera focus on
Allow multimedia faces Explore purchase
responses decision making
Typically……
•• Up to 3 - 4 Group influence (for process and
participants Trim timelines Focus Groups) purchase
•• 60 –– 90 minutes motivations
Reduce or eliminate
travel, logistic costs & Gather insights on
project risks brand perceptions,
attitudes
Convenient, flexible
Geographic diversity
Reach low incidence
groups

8. Bulletin Boards Focus Groups
Advantages Disadvantages Applications
Interactive, deeper
Asynchronous Explore likes and
responses on many
dislikes about the
different topics
Facial expressions, brand
Longitudinal body language
verbal cues are lost Understand brand
usage in daily life
Typically…… Large amounts of data
•• 10 –– 30 participants from each participant No top-of-mind
•• 3 –– 5 days responses Assess alternative
•• 2 sessions/day early-stage
Easy for busy
Potential group positionings
participants
influence if answers
are visible to other Explore purchase
Time and cost-saving in
participants decision making
travel
process
Instant transcripts Likely more time for
analysis is needed Gather insights on
due to large amount brand attitudes
Convenient
of data
Geographic diversity

9. Online Journaling
My thoughts today……
By M, 8/14/10
He loves yogurt. Isn’’t
he resourceful?……
Advantages Disadvantages Applications
Balance between Asynchronous Test initial
structured and impressions vs.
unstructured tasks Facial expressions, lasting impressions
body language
Longitudinal verbal cues are lost Explore key drivers
to brand loyalty
No group influence No top-of-mind
responses Understand brand
Large amounts of data usage in daily life
from each participant Likely more time for
Typically…… (multimedia) analysis is needed Explore purchase
•• 20 –– 40 participants due to large amount decision making
•• 1 –– 3 weeks Time and cost-saving in of data process
•• 1 time/day or 2 –– 3 travel
times/week Gather insights on
Convenient brand perceptions
Geographic diversity

10. One-0n-One Chats
Advantages Disadvantages Applications
Interactive, deeper and Time limitations Assess alternative
richer data early-stage
Facial expressions, positionings
Anonymity body language
verbal cues are lost Explore attitudes
No group influence towards an issue
Likely more time for and their impact on
Time and cost-saving in analysis is needed message
travel due to large amount effectiveness
of data
Typically……
Convenient Gather insights on
•• 40 –– 80 participants brand perceptions
•• 15 - 30 Can be linked to surveys
Minutes/chat Gain a deeper
Instant transcripts understanding of
the motivation
Geographic diversity behind answers in a
quantitative survey

11. Online Communities
Advantages Disadvantages Applications
Easy access to target Convenience sample, New product idea
audience can’’t extrapolate results generation
Can be created for very Requires dedicated Customer feedback
specific verticals resources for about the brand and
maintenance and its competitors
Can provide rich engagement
qualitative information
Typically…… Can be expensive
•• 100 to 1000 members Ability to conduct many
•• Common interest
quick research projects Not appropriate for
•• Interaction
•• Qualitative feedback go/not decisions, AAU
studies, brand or ad
tracking, market size
estimation, brand equity
studies, market
segmentation or
advanced quant
research

12. Online Quantitative Research Tools

13. Online Surveys
Advantages Disadvantages Applications
Cost-effective More breadth than depth Target market
of information profiling
Quick collection of large
volumes of data Often convenience Test positioning and
samples ad concepts
Larger samples
Likely coverage bias Measure brand
Multiple question depending on target attitudes and
formats audience purchase intent
Cost and time savings in Low response rates Measure levels of
Typically…… analysis phase brand awareness,
•• 200 –– 600 completes Potential fraudulent appeal, and usage
•• 10 –– 15 minutes Convenient behavior depending on
•• 48 –– 72 hours in field
panel integrity
Anonymity
Potential measurement
Geographic diversity error depending on
(global) survey design

14. Online Surveys
Highlight Heat Map
Green=Likes Red=Dislikes Area that outstands the most

15. Online Surveys
Heat Map

16. Online Surveys
Mark it & Comment

17. Online Surveys
Video Reaction

18. Traditional Approaches - Ratings
Scale use bias
2 4
1 3 5
Acquiescence bias
Extreme responding
Very Somewhat Not Social desirability
important important important

20. Traditional Approaches - Ratings
Scale meaning
CD’’s

22. Traditional Approaches - Ratings
Lack of discrimination
How important……?

24. Traditional Approaches - Ranking
Order effect
Difficult
Limited # of items
Ordinal data
Does not allow ties

25. Traditional Approaches –– Constant Sum
Difficult
Limited # of items
Response strategies
100

26. Trade-Off Techniques
Advantages Disadvantages Applications
Greater discrimination in Relative comparisons Test positioning and
preference and ad concepts
importance Can be expensive
Measure brand
Work across cultures Longer surveys if preferences and
without biases combined with other purchase intent
questions
Can identify how brand Assess the impact
attributes impact Potential over- or of brand and price
purchase decisions underestimation on consumers’’
choices
Typically…… Can consider Certain assumptions
•• 300 completes competitive landscape about the market are Test packaging and
•• 10 –– 15 minutes needed logos concepts for
•• 48 –– 72 hours in field Give the ability to brand makeovers or
simulate ““what-if”” Should be combined new products
scenarios with qual to understand
deeper choice
Eliminate scaling bias motivations

27. Maximum Difference Scaling (MAXDIFF)
Looking for the greatest differences
Most Least
Preferred Preferred

28. Maximum Difference Scaling (MAXDIFF)
Most
Preferred
Least
Preferred
Efficient pair-wise comparisons
Strong discrimination power
Simple task
Larger number of items
Eliminates scaling bias
Allows for diversity
Ratio data

29. MAXDIFF Applications
Preferences Importance
Products / Concepts Satisfaction drivers
Brands Product features
Product features Needs
Ads Benefits
Product names
Promotional offers
Positioning
Topics

30. Choice-Based Conjoint Analysis (CBC)
8 Pack 8 Pack 8 Pack 8 Pack
Fun Size Fun Size Fun Size Fun Size
The classic REESE’’S.
The perfect combination of
chocolate and peanut
butter
$1 $1 $1 $1
Which would you choose?

31. MAXDIFF vs. CBC
MAXDIFF CBC
List of items List of items
No levels / variations Levels / Variations
Level combinations

32. Crowd - Sourcing

33. Online Hybrid Research Tools

34. Quant. –– Qual.
Advantages Disadvantages Applications
Combination of breadth Often convenience Explore brand
from quant. and depth samples attitudes,
from qual. awareness and
Likely coverage bias usage
Cost-savings in travel depending on target
and qual. recruitment audience Assess reaction to
different positioning
Quick turn around for Low response rates and ad concepts
both phases
Potential fraudulent Gain a deeper
Quant data can be used behavior depending understanding of
to drive qual. discussion on panel integrity the motivation
behind answers in a
Easy, convenient Potential quantitative survey
measurement error
Geographic diversity depending on
survey design
Typically……
•• Qual participants are
recruited during the
quant session

35. 9999: Did you each
breakfast this
Mobile Research
morning? A) Yes B)
No
Me: A
Advantages Disadvantages Applications
9999: What did you
Real time Limitations in # of Explore customer
eat?
and length of experience and
Me: Cereal, milk
Collect responses questions shopping behavior
throughout the day in real time
Facial expressions
Reach low-incidence and language are Understand brand
groups online or with lost preference at POP
LAN lines
Potential response Gather insights of
No group influence bias due to question user intent vs.
layout actual behavior
Typically…… Time and cost-saving in
•• Up to 100 travel Potential
participants compatibility issues
•• 10 questions/day Easy, convenient between devices
and mobile survey
Geographic diversity platforms
(global)

36. Social Media Monitoring
Advantages Disadvantages Applications
Large amounts of public Sample Assess brand
data available representativeness sentiment
unknown
Real time ““listening”” Identify relevant
Needs data cleaning brand features
Geographic diversity
(global) Humans are still Explore the
needed to extract meaning of
Typically…… positioning ideas
•• Search insights
across contexts
•• Free SM
monitoring tools Requires dedicated
•• Full-service paid resources Help to create
platforms messages that
Methods resonate
Can be expensive
•• Sentiment analysis
•• Quantification of # depending on the
tools used Monitor trends
of mentions, links,
channels, etc.
•• Text Analytics Monitor competition

37. Technology

38. Thanks!
Michaela Mora
michaela@relevantinsights.com
Twitter: @rinsights
www.relevantinsights.com
817.494.2364