Consumer Insights- Exploring online Audience
Ayesha Saeed

Consumer Insights- Exploring online Audience
Consumer insights – How to explore online
Audience
Lessons learned from launching an online marketing
research company

Consumer Insights- Exploring online Audience
What is a Consumer Insight
Insight is a fresh, relevant perspective that can help your
brand relate to your audience that can be translated into
brands’ benefit

Consumer Insights- Exploring online Audience
The transformation of platforms

Consumer Insights- Exploring online Audience

Consumer Insights- Exploring online Audience
There are right now an estimated 625 million active internet users,
1 in 13 of all humans and 1 in 3 of all internet users.
Mc Can Wave 4 (March 2009)
Source: Universal
And another 4 billion users are ready to join internet through mobile
phones (UN report)

This is why the ride seems to be bumpy
Consumer Insights- Exploring online Audience
• Social network and blogging sites are now the fourth most popular
activity on the Internet, the total amount of time spent on facebook
has increased by 566% globally – Nielsen
• 25% of search results for the World’s Top 20 largest brands are links
to user-generated content – Marketing Vox & Nielsen Buzz Metrics
• There are over 200,000,000 Blogs , 54% of bloggers who post
content or tweet daily - Universal McCann’s Social Media Research Wave 3, China
internet information center

Type of study / How am I Should I Test Should I Should I Should I Am I Are they
Type of Being my products ? Innovate ? monitor recheck my reaching liking the
instrument viewed? sales ? pricing ? them ? way I talk to
Consumer Insights- Exploring online Audience
them ?
-WOM -WOM - WOM -Monitoring
monitoring monitoring monitoring - Co-content
Social media (Free or fee creation
based)
-U&A -Concept test -Pricing -Video -Survey
- Tracker - Simulations research
Online - Online
viewing with
TV
-U&A -STMs - Testing -RMS - Pricing -TAM -Concept
-Trackers -Panels - Post testing
Offline Advertising
I want to lead the market through cutting
edge market information - Brand manager

Consumer Insights- Exploring online Audience

Consumer Insights- Exploring online Audience
UAE: Internet penetration 60%
(internet world stats)
Women users are 40% of internet
users

Consumer Insights- Exploring online Audience
• Survey instrument
– Online universe estimation
– Research problem – Survey instrument selection
Rule of thumb: when 35% of country
is on internet country at large is
ready for online research

Consumer Insights- Exploring online Audience

Consumer Insights- Exploring online Audience
Rule of thumb: Beware of gold-
farming and professional
respondents.

Consumer Insights- Exploring online Audience

Consumer Insights- Exploring online Audience

Consumer Insights- Exploring online Audience
• Authentic Voice
Lesson: Get endorsed by respected
and reputed offline publications,
every Tom can be online but he cant
be on print or TV

Consumer Insights- Exploring online Audience
500%
Lesson: response rate improved by

Consumer Insights- Exploring online Audience

Consumer Insights- Exploring online Audience
Buzz
Measure
Measure
Influence

Consumer Insights- Exploring online Audience

Consumer Insights- Exploring online Audience

3. What are his 1. Who amongst your
key motivators audience is online
Consumer Insights- Exploring online Audience
(why will he be
interested in
your survey)
2. How much does he
talk about you
online, voluntarily
4. Which is the best vendor
who can measure his attitude
for you
5. How much money will it take
to re-search him

If you want more
Consumer Insights- Exploring online Audience
• For a detailed reply with sources to key points raised in the survey
and a recent seminar please click the following link
http://asaeed.wordpress.com/2009/10/20/online-marketing-
research-some-key-questions/