1. Innovation Mashup
How to combine panel, mobile and social research data
Annie Pettit, Ph.D.
VP, Research Standards
Research Now
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2. Method Mash-up
Survey SMS Diary SMR
Freq, volume, Live behaviour
Serendipity,
rep demos sample size
Code using SMR
Tighten the focus Deep dive of online
system to achieve
with SMR data survey findings
reliability
Incent by sharing Invite from online Deep dive of SMS
SMR results survey findings
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3. Stage 1: Quantitative Survey
 As much probability sampling as any non-probability
sample will permit
 2,006 responders
 1,002 US census rep
 1,004 Canada census rep
 Full demographic profiling (Age, Gender, etc.)
 Assuming probability sample: Range of error max 2.2 points
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4. Survey Strength
Surveys are for precision counting
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5. SMR Qualitative Solution
Coffee Shops
Fast Food
Restaurants
Casual
Dining
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6. Survey: By Retailer and Country
80
60
40 US Canada
20
0
Percentage of people who have purchased a beverage P30D
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7. Survey: By Age and Location
80
60
Home
40 In Transit
At Work
At Restaurant
20
Other
0
18-29 30-39 40-49 50+
Where do you usually drink coffee? (Among buyers)
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8. Stage 2: SMS Survey
 24 hour diary
 Prequalified from survey
 Additional incentive
 Triple opt-in
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9. SMS Problem
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10. SMS 24 Hour Diary
120
lrg
80
exl
40
0
Large Medium Small Extra
smal Large
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11. Stage 3: Social Media Research
 Time Travel
 Thousands of variables
 Perfect reliability
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12. Why SMR? Pre and Post Survey Data
60
40
20
Dunkin Donuts Starbucks Tim Horton's
0
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13. Why SMR? These Aren’t Food Outlets!
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14. Besides Food Outlets
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15. Coffee & What?
Dessert
Donuts
Chocolate
Cake
Ice Cream
Cookies
Cinnamon
Cupcakes
Brownies
Pie - Sweet
Pudding
Biscotti
0% 20% 40% 60% 80%100%
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16. SMR: Create a Personality
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17. …To Create The “Collateral.”
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18. Stage 4: Thank Your Respondents
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19. Conclusion
 Don’t choose a method
 Do choose an objective
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20. Thank You!
Annie Pettit Ph.D.
VP Research Standards, Research Now
apettit@researchnow.com
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