China SNS Focus Group Project

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    China SNS Focus Group Project - Presentation Transcript

    1. SNS Focus Group Project Collaborative qualitative market research on China SNS users October 2007
    2. SNS Focus Group Proposal
      • Proposal: Joint Focus Group on China SNS users
        • Possible Participants: Interested Social Networking Sites (SNS), Market Researchers, Scholars, Bloggers/Media
        • Start with 1-2 test focus groups with minimal, shared cost
      • Purpose: Do a “deep dive” on China internet users’ needs and wants for SNS
        • SNS: Gain deeper insight on user motivation to build better product, improve marketing
        • Market Researchers / Scholars: Do cutting edge research where currently no data exists
        • Bloggers / Media: Unearth interesting material for blogs / articles
      • All participants will benefit from reputation as industry leaders
      • Collaborative approach minimizes work from each participant but all gain benefits
    3. Why Focus on SNS Users?
      • General internet data on China widely available: fast growing population, young demographics, interested mostly in entertainment, etc.
      • But there is limited data on China’s SNS users…
      Chinese internet users, mostly young, love entertainment but they don’t seem to be spending as much time on SNS as US users. Why not? Is it because of cultural differences, or the maturity of Chinese SNS?
    4. Why Focus Group over Quantitative Survey? Quantitative surveys need large samples and are best to test incremental improvements to existing products. However, at this stage of the SNS market, products are too new for users to provide useful feedback. We need to first understand our users’ needs and motivations better to build better product and do better marketing.
    5. Qualitative Quantitative Focus Group Survey Contextual Digital  RESULT  Qualitative Focus Group vs Quantitative Survey
    6. Project Participants’ Roles Publish public results of the study, thus helping promote participants as SNS thought leaders Bloggers / Media Marketing Pay for incidentals and focus group attendees’ incentives All split costs; estimated 2000 RMB/group? Funding Ensure focus group is run properly to get credible results Market researcher and/or Scholar Focus Group design, facilitation, analysis Free usage of conference room with whiteboard, projector, screen, etc at convenient location for 10 person focus group Any participant Donate location Database of ~200 target users to contact; assuming 10% conversion rate => 2 focus groups of 10 people each SNS Focus Group Users Overall project coordination Geni Coordinator Contribution Participant Role
    7. Project Input and Output report Test focus group 1 10 people 2000 rmb budget? Test focus group 2 10 people 2000 rmb budget? focus group focus group focus group focus group Shared Work / Costs Benefits
      • 1. SNS
      • User database
      • Location
      • Funding
      • Questions
      Product and marketing insights
      • 2. Scholar / Marketing Agency
      • Expertise
      • Credibility
      Industry insights; Future biz to do more focus groups
      • 3. Blogger / Media
      • PR
      • Credibility
      Interesting/ unique content
      • 4. VC / others
      • $
      Investment insights PR / Brand / Reputation
    8. Project Plan
    9. Possible User Demographics Sample Target Group to be discussed with Project Participants Career - teachers Career - students Career - investors Friend SNS user Family SNS user Biz SNS user Education - high-school Education - college Career - IT professional G ender - female G ender - male >45 27~45 <27 Age
    10. Focus Group Sample Agenda
      • Introductions
      • Define Social Networking Sites
        • Show a few examples – Chinese or English ones?
          • Chinese is more understandable but may influence answers
          • English ones (Facebook, MySpace, LinkedIn) may better show example functionality
      • Do you use any SNS?
        • If no, why not? If yes, which ones and why?
      • If you were to do networking online, what would you want? What would you use it for?
      • What are your concerns about networking online?
    11. Join Our Project Today
      • Looking for a couple more of partners to share the work and costs so we can all gain in better understanding of our users
      • Already on board
        • 2 S cholars
        • 1 SNS pioneer
        • 1 marketing research agency
      • Deadline : Friday, Nov 2nd, 2007
    12. Contact
      • Reno Peng 彭丞杰
        • Email: [email_address] , [email_address]
        • Mobile: +86 1365 1802 841
        • Tel: +86 21 6133 1800
        • Skype/ Meebo: pilareno
        • MSN: [email_address]
        • Facebook: Reno Peng
        • LinkedIn: http://www.linkedin.com/in/renopeng
        • Wealink: http://renopeng.wealink.com
        • Geni: Reno Peng

    + Reno PengReno Peng, 3 years ago

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    2348 views, 4 favs, 2 embeds more stats

    this is a call for collaborative SNS focus group re more

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