The Democratisation of Market ResearchJames Pickles – Director Client SolutionsJohn Wroath – Global Digital MarketingTFM&A...
Agenda Social changes everything! Social media & research - getting it wrong… Research marketplace Case study: Sony Music ...
TolunaQuick Global footprint    25,000 clients    Sunday Times Tech Track Top 30 – 2011/2 Global market research panel...
The ContextOnline Behaviours Are Changing
We know online behavioursare changing    Infographic from Mashable
Market ResearchGet Answers. Make Better Decisions1.   Traditional MR2.   Social networking sites & blogs3.   Research site...
Survey-taking behavioursare changing   Declining survey response rates      Email overload      Untargeted, poorly desi...
Reliable survey completion:Model needed to evolve  Email Lists          Online Panels                                     ...
Getting it Wrong…
Gap Logo:Social Media Fail?           No community research for rebranding => backlash           180 degree flip – let’s...
The New Research MarketplaceHello Social!The Role of Panels and Technology
The MarketplaceLots of services available for different applications and requirements
Questions vs. AnswersTech vs. Communities Answers                                 Services for                            ...
Structured vs. UnstructuredPanel vs. Social  CRM/Review/Commerce Services           Structured    Managed services        ...
Harnessing Social Media to Drive the NextGeneration of PanelsToluna QuickSurveys
Harnessing community trafficKitkat Chunky Facebook page set up   4 flavours to choose from   Facebook community voted o...
Social NPD: harnessingtoluna.com community traffic   Context    Community loves to vote, share opinions and has massive ...
Toluna.com: the resultsCreating community, not just membership10,000 members in 1 country in 2003 to...4m members in 42 co...
Case Studies:
Case Study: Philips Steam System–Product Test Objectives:  To launch an integrated online campaign    using toluna.com, F...
The ResultsToluna providing research platform  Campaign Results   2 surveys attracted over 34,000 respondents & 11,500 pr...
Sony Music & QuickSurveys  Pre-Campaign  Elvis Duets (International)        Targeting        Song Selection        Art...
TolunaQuick: harnessingtoluna.com community traffic Self-service platform – Toluna QuickSurveys      Create 1-15 questio...
Quick Survey example...
Segmentation example
Topical feedback in 6minutes...
Thank you for your timeDo come and visit us on stand   G26John.Wroath@toluna.comJames.Pickles@toluna.com    @toluna
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Data & Marketing Analytics Theatre; The democratisation of market research

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Data & Marketing Analytics Theatre; The democratisation of market research

  1. 1. The Democratisation of Market ResearchJames Pickles – Director Client SolutionsJohn Wroath – Global Digital MarketingTFM&A – 29th February 2012
  2. 2. Agenda Social changes everything! Social media & research - getting it wrong… Research marketplace Case study: Sony Music & Phillips
  3. 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
  4. 4. The ContextOnline Behaviours Are Changing
  5. 5. We know online behavioursare changing Infographic from Mashable
  6. 6. Market ResearchGet Answers. Make Better Decisions1. Traditional MR2. Social networking sites & blogs3. Research sites – large-scale interaction4. VIP communities
  7. 7. Survey-taking behavioursare 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. 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
  9. 9. Getting it Wrong…
  10. 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. 11. The New Research MarketplaceHello Social!The Role of Panels and Technology
  12. 12. The MarketplaceLots of services available for different applications and requirements
  13. 13. Questions vs. AnswersTech vs. Communities Answers Services for delivering Answers Social Communities Technology Tools for asking Questions Questions
  14. 14. Structured vs. UnstructuredPanel 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
  15. 15. Harnessing Social Media to Drive the NextGeneration of PanelsToluna QuickSurveys
  16. 16. Harnessing community trafficKitkat 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. 17. Social NPD: harnessingtoluna.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. 18. Toluna.com: the resultsCreating community, not just membership10,000 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?”
  19. 19. Case Studies:
  20. 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. 21. The ResultsToluna 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. 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. 23. TolunaQuick: harnessingtoluna.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!
  24. 24. Quick Survey example...
  25. 25. Segmentation example
  26. 26. Topical feedback in 6minutes...
  27. 27. Thank you for your timeDo come and visit us on stand G26John.Wroath@toluna.comJames.Pickles@toluna.com @toluna

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