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The Democratisation of Market Research


Mark Simon, MD Global Technology Practice, Toluna
Kirsty Higgins, Head of Research, RAPP

ad:tech, 22nd Sept 2011
Agenda
 Social changes everything!

 Social media & research - getting it wrong…

 Research marketplace

 Case study: RAPP
Toluna
  Global footprint
     5,000 clients
     Sunday Times Tech Track Top 30 - 2011
  Global market research panel
     4m members in 35 countries
  Research technology provider
     Enterprise
     DIY
The Context
Online Behaviours Are Changing
We know online behaviours
are changing




    Infographic from Flowtown
    ‘My Mom is on Facebook?’
Market Research
Get Answers. Make Better Decisions

1.   Traditional MR
2.   Social networking sites & blogs
3.   Research sites – large-scale interaction
4.   VIP communities
Survey-taking behaviours
are 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
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
Getting it Wrong…
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
The New Research Marketplace
Hello Social!
The Role of Panels and Technology
The Marketplace




Lots of services available for different applications and requirements
Questions vs. Answers
Tech vs. Communities Answers
                                 Services for
                                 delivering
                                 Answers




                               Social Communities

  Technology




   Tools for
   asking
   Questions    Questions
Structured vs. Unstructured
Panel 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
Value
                                     Structured




    How can we help customers         How can we develop our back
    buy online?                       catalogue?
                                                      Social (Unmanaged)
Panel (Managed)




                                           Who are the top Social Media
                                           gurus?
                      Unstructured
Harnessing Social Media to Drive the Next
Generation of Panels
Toluna QuickSurveys
Social NPD: harnessing
toluna.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
Toluna.com: the results
Creating community, not just membership
10,000 members in 1 country in 2003 to...4m members in 34 countries in 2010

            March 2009 7,288,603 votes by members
            Jan 2011 1 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?”
TolunaQuick: harnessing
toluna.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!
Case Study:
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
Rapp / Toluna Case Study
What we do

    • RAPP is a full-service, integrated global agency

    • We offer the following services in the UK:
       ‒ Data & CRM
       ‒ Creative across all channels
       ‒ Strategy
       ‒ Media buying & planning
       ‒ Telephone services management
       ‒ Experiential marketing

    • We do research internally to bolster our
       strategy and create compelling narratives for
       our clients on ad hoc basis
Our challenges




   •   Last minute requests from external clients and internal strategists
   •   Need to test creative ideas and work that is in progress quickly
   •   Limited budget and ad hoc requests
   •   Need to test big samples in a short space of time
Our solution –

   Create                 Get
   survey        Launch   results
                 survey
An recent client example




    •   Research for a large bank with a very tight schedule
    •   Test consumer attitudes towards the offers and deal space online in the
        UK
    •   Launched 2 surveys to 500 UK respondents on Friday, got results on Mon
        morning
    •   Because of the nature of the project we saved a lot of time and money by
        not commissioning to quant research agency
    •   Client was very impressed with results and turnaround time
Any questions?
Thank you for your time
Do come and visit us on stand   226
mark.simon@toluna.com
   @marklsimon / @tolunaquick

kirsty.higgins@uk.rapp.com

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The Democratisation

  • 1. The Democratisation of Market Research Mark Simon, MD Global Technology Practice, Toluna Kirsty Higgins, Head of Research, RAPP ad:tech, 22nd Sept 2011
  • 2. Agenda Social changes everything! Social media & research - getting it wrong… Research marketplace Case study: RAPP
  • 3. Toluna Global footprint 5,000 clients Sunday Times Tech Track Top 30 - 2011 Global market research panel 4m members in 35 countries Research technology provider Enterprise DIY
  • 5. We know online behaviours are changing Infographic from Flowtown ‘My Mom is on Facebook?’
  • 6. Market Research Get Answers. Make Better Decisions 1. Traditional MR 2. Social networking sites & blogs 3. Research sites – large-scale interaction 4. VIP communities
  • 7. Survey-taking behaviours are 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. 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
  • 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. The New Research Marketplace Hello Social! The Role of Panels and Technology
  • 12. The Marketplace Lots of services available for different applications and requirements
  • 13. Questions vs. Answers Tech vs. Communities Answers Services for delivering Answers Social Communities Technology Tools for asking Questions Questions
  • 14. Structured vs. Unstructured Panel 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. Value Structured How can we help customers How can we develop our back buy online? catalogue? Social (Unmanaged) Panel (Managed) Who are the top Social Media gurus? Unstructured
  • 16. Harnessing Social Media to Drive the Next Generation of Panels Toluna QuickSurveys
  • 17. Social NPD: harnessing toluna.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. Toluna.com: the results Creating community, not just membership 10,000 members in 1 country in 2003 to...4m members in 34 countries in 2010 March 2009 7,288,603 votes by members Jan 2011 1 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. TolunaQuick: harnessing toluna.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!
  • 21. 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
  • 22. Rapp / Toluna Case Study
  • 23. What we do • RAPP is a full-service, integrated global agency • We offer the following services in the UK: ‒ Data & CRM ‒ Creative across all channels ‒ Strategy ‒ Media buying & planning ‒ Telephone services management ‒ Experiential marketing • We do research internally to bolster our strategy and create compelling narratives for our clients on ad hoc basis
  • 24. Our challenges • Last minute requests from external clients and internal strategists • Need to test creative ideas and work that is in progress quickly • Limited budget and ad hoc requests • Need to test big samples in a short space of time
  • 25. Our solution – Create Get survey Launch results survey
  • 26. An recent client example • Research for a large bank with a very tight schedule • Test consumer attitudes towards the offers and deal space online in the UK • Launched 2 surveys to 500 UK respondents on Friday, got results on Mon morning • Because of the nature of the project we saved a lot of time and money by not commissioning to quant research agency • Client was very impressed with results and turnaround time
  • 28. Thank you for your time Do come and visit us on stand 226 mark.simon@toluna.com @marklsimon / @tolunaquick kirsty.higgins@uk.rapp.com