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The Research Revolution Starts Here!
8th June 2011
Mark Simon, Leader, Global Technology Practice, Toluna
    LONDON | PARIS | FRANKFURT | AMSTERDAM | NEW YORK | SEATTLE | DALLAS | HAIFA | SYDNEY
      WILTON || GURGAON FRANKFURT | AMSTERDAM || NEW YORK | TOKYO | | TIMISOARA | TORONTO
      LONDON     PARIS | | MUNICH | LOS ANGELES   ANDOVER   SEATTLE    DALLAS | HAIFA | SYDNEY
        WILTON | GURGAON | MUNICH | LOS ANGELES | ANDOVER | TOKYO | TIMISOARA | TORONTO
We know online behaviours are changing




     Infographic from Flowtown
     ‘My Mom is on Facebook?’
Survey-taking behaviours changing too!

    Why are response rates to surveys declining?
     – Email overload
     – Untargeted, poorly designed and lengthy q’aires
     – Limited time / attention




    Monetary incentives not the solution...
     –   Data quality
     –   People always looking for the next best offer
     –   Social rewards make big sites work: Wikipedia?
     –   Financial vs. social rewards
     –   ‘I made a difference’ NOT - ‘I got paid’
     –   Give respondents a seat at decision-making table
Diverse Research Marketplace
Questions vs. Answers
                              Answers
                                          Services for
                                          delivering
                                          Answers




                                        Social Communities

   Technology




    Tools for
    asking
    Questions     Questions
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
Democratising Research: Harnessing
Social Media
Toluna QuickSurveys
Social Media to drive new research tools
Harnessing toluna.com community traffic

  Context
 – 4m-strong community loves to vote & share opinions
 – Brands & agencies need faster, more agile MR solutions
  Aims
 – Challenge low industry response rates and panel recruitment
 – Increase engagement with members
 – Grow research market - low cost, fast, sharable solution for
   brands, PR agencies, SMEs, charities
  Member engagement concepts
  Richer member portraits


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 2011


            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?”
Hello



   Fast
   Easy
   Cost-effective
What QuickSurveys isn’t
› Heavy, fully-loaded
› Something you need a driver for
› High priced
› Suitable for big guns
› Refined – an old practice improved
› Smooth sail in a direct line
What QuickSurveys is
› Fast, smart, young, agile
› Something you will want to drive
› Affordable – great value for money
› Compact, easy to use, almost Spartan
› Innovative – old practice reinvented
› You can tackle corners with it
Toluna quicksurveys2 0 launch presentation
The market demands it
Why we         Brands    PR     Ad        Media      Digital   MR        SME/
need it        & End          Agencies   Planning   Agencies Agencies    Edu /
               clients                                                  Charities

Speed

Cost
Some needs
are basic
Omnibus
Alternative
Pitch
Support
Use for free
Re-sell data

Incidence
Check
Let’s take a look




    LONDON | PARIS | FRANKFURT | AMSTERDAM | NEW YORK | SEATTLE | DALLAS | HAIFA | SYDNEY
      WILTON | GURGAON | MUNICH | LOS ANGELES | ANDOVER | TOKYO | TIMISOARA | TORONTO
Case Studies




   LONDON | PARIS | FRANKFURT | AMSTERDAM | NEW YORK | SEATTLE | DALLAS | HAIFA | SYDNEY
     WILTON | GURGAON | MUNICH | LOS ANGELES | ANDOVER | TOKYO | TIMISOARA | TORONTO
Linus Gregoriadis
                                     Econsultancy case study
Research Director,
Econsultancy
linus.gregoriadis@econsultancy.com   How we use QuickSurveys
About Econsultancy
 A publisher.

 A research house.
 A training company.

 An online resource.
 A community of online marketing professionals.



We write reports, run training and events related to
best practice digital marketing.



| 18
Our reports and content:
 The Econsultancy blog (one of the leading
marketing blogs on the internet)
 Survey reports

 Best practice guides
 Trends and innovation briefings
 Smartpacks
 Printed magazine (JUMP)




| 19
QuickSurveys on the Econsultancy blog
Christmas delivery survey


 Survey of 2,000 respondents



 UK consumers



 Related to online purchases
over Christmas


http://econsultancy.com/blog/7039-christmas-delivery-nearly-a-quarter-of-orders-
were-late


    | 20
Questions in the Christmas survey
1. Did you order any goods online in December?

2. Did retailers advise you of possible weather-related
   delays before you placed your order?

3. Did your goods arrive on time?

4. If the order was late, how many days late was it?

5. If a retailer failed to deliver on time, would you
   shop with them again?



 | 21
Supermarket survey
Looked at consumers' online grocery shopping habits




http://econsultancy.com/blog/7101-tesco-has-the-best-supermarket-website-
survey

    | 22
Other surveys on the blog
  Online travel survey                       Facebook and brands




http://econsultancy.com/blog/7134-what-do-customers-want-from-travel-websites
http://econsultancy.com/blog/7136-why-do-people-follow-brands-on-facebook

    | 23
Buying books online




http://econsultancy.com/blog/7209-more-than-half-of-consumers-buy-books-
online-survey

    | 24
International research
  Looking at e-commerce in China




http://econsultancy.com/blog/7278-china-is-the-east-the-new-west-for-e-commerce


    | 25
QuickSurveys for Econsultancy reports
Social gaming smart pack


 Survey of 2,000 respondents



 UK consumers



 Trends in social gaming and
use of gaming products


 Over 2000 downloads to
date
http://econsultancy.com/reports/social-gaming-report
http://econsultancy.com/blog/7022-social-gaming-trends-for-2011
    | 26
Social gaming smart pack
 Stats also used in press release




http://econsultancy.com/press-releases/5359-new-report-a-fifth-of-consumers-
playing-social-games-online

    | 27
Questions in the social gaming survey
 1. Do you play social games online?

 2. Typically, how often do you play social games?

 3. Do you typically play social games on social
    networking sites?

 4. Which of the following social networking sites do
    you typically use to play games?

 5. Have you ever paid to play a game online, or paid
    for virtual goods or currency, using real money?


  | 28
JUMP magazine - Multichannel retail survey




 | 29
Key points:
Main benefits of Toluna QuickSurveys

• B2C data (to complement our own B2B data)

• Speed
 - Ability to go live and collect data quickly.
 - Normally 24 hours to get results.

• International.
 - Able to compare results

• New features
 - Open-ended questions.
 - Can add images and video to questions.

   | 30
Case Study:
What we are trying to achieve with Toluna

   - Fast turn around: Days rather than weeks

   - Cost effective way of surveying consumers
        - Test songs and videos
        - Plan back catalogue releases
        - Fast insight turnaround on short-deadline projects
        - Determine the feasibility of new products

   - Ability to set quotas (Age & Gender)

   -Understanding our target market for certain products.

   - Multi-Territory surveys in native languages
How have we used Toluna in the past?
Case Study – Sony Music

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
Moving Forward – Products and Services



    Toluna QuickSurveys2.0
    - Self service
    - Qualitative insights
    - Source data
    - Automated reports
    - Mapping our segments
    - Set age and gender targets
    - Cross tabbing questions
    - Embedded multimedia


    Online Communities
    - Fast quant turnaround
    - Branded environment
    - Online qualitative insight
    - Sharing surveys & reports


    Channels
    - Artist communities
    -Collaboration in key
Toluna QuickSurveys2.0
Case Study – Willow Smith
2000 Respondents, 2 Territories, 2 Days

    What’s possible:
    - Combination of Quantitative and Qualitative data
    - Tag clouds to find themes with ease                    Favourite Image
    - Embedded multimedia
    - Automated reports: Excel, PowerPoint & PDF

    How we used it:
    - Objective: Is she for kids, adults or both?
    - Image Selection & Reasoning
    - Opinions about Willow
    - Video and Song Rating
    - How consumer heard about Willow                    “It makes her look more
                                                         energetic & fun.”




Video Rating
Thank you for your time
Any questions?




LONDON | PARIS | FRANKFURT | AMSTERDAM | NEW YORK | SEATTLE | DALLAS | HAIFA | SYDNEY
  WILTON | GURGAON | MUNICH | LOS ANGELES | ANDOVER | TOKYO | TIMISOARA | TORONTO
What’s coming?

  Feasibility tool
  Grid questions
  More countries
  Templates
  Reseller / white label toolkit
  User community
  And more....
Your QuickSurvey resources
 Tolunaquick.com
  – Top tips
  – Video
  – Tutorial           Email: tqs@toluna.com

  – Case studies       Twitter: @tolunaquick
  – FAQ
                       Facebook: facebook.com/tolunaquick
 Social media assets
                       YouTube: youtube.com/tolunaquick

                       Slideshare: slideshare.net/tolunaquick
Toluna quicksurveys2 0 launch presentation

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Toluna quicksurveys2 0 launch presentation

  • 1. The Research Revolution Starts Here! 8th June 2011 Mark Simon, Leader, Global Technology Practice, Toluna LONDON | PARIS | FRANKFURT | AMSTERDAM | NEW YORK | SEATTLE | DALLAS | HAIFA | SYDNEY WILTON || GURGAON FRANKFURT | AMSTERDAM || NEW YORK | TOKYO | | TIMISOARA | TORONTO LONDON PARIS | | MUNICH | LOS ANGELES ANDOVER SEATTLE DALLAS | HAIFA | SYDNEY WILTON | GURGAON | MUNICH | LOS ANGELES | ANDOVER | TOKYO | TIMISOARA | TORONTO
  • 2. We know online behaviours are changing Infographic from Flowtown ‘My Mom is on Facebook?’
  • 3. Survey-taking behaviours changing too! Why are response rates to surveys declining? – Email overload – Untargeted, poorly designed and lengthy q’aires – Limited time / attention Monetary incentives not the solution... – Data quality – People always looking for the next best offer – Social rewards make big sites work: Wikipedia? – Financial vs. social rewards – ‘I made a difference’ NOT - ‘I got paid’ – Give respondents a seat at decision-making table
  • 4. Diverse Research Marketplace Questions vs. Answers Answers Services for delivering Answers Social Communities Technology Tools for asking Questions Questions
  • 5. 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
  • 6. Democratising Research: Harnessing Social Media Toluna QuickSurveys
  • 7. Social Media to drive new research tools Harnessing toluna.com community traffic Context – 4m-strong community loves to vote & share opinions – Brands & agencies need faster, more agile MR solutions Aims – Challenge low industry response rates and panel recruitment – Increase engagement with members – Grow research market - low cost, fast, sharable solution for brands, PR agencies, SMEs, charities Member engagement concepts Richer member portraits ALL the above allowed us to target surveys with a much higher level of precision
  • 8. Toluna.com: the results Creating community, not just membership 10,000 members in 1 country in 2003 to...4m members in 34 countries in 2011 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?”
  • 9. Hello Fast Easy Cost-effective
  • 10. What QuickSurveys isn’t › Heavy, fully-loaded › Something you need a driver for › High priced › Suitable for big guns › Refined – an old practice improved › Smooth sail in a direct line
  • 11. What QuickSurveys is › Fast, smart, young, agile › Something you will want to drive › Affordable – great value for money › Compact, easy to use, almost Spartan › Innovative – old practice reinvented › You can tackle corners with it
  • 13. The market demands it Why we Brands PR Ad Media Digital MR SME/ need it & End Agencies Planning Agencies Agencies Edu / clients Charities Speed Cost Some needs are basic Omnibus Alternative Pitch Support Use for free Re-sell data Incidence Check
  • 14. Let’s take a look LONDON | PARIS | FRANKFURT | AMSTERDAM | NEW YORK | SEATTLE | DALLAS | HAIFA | SYDNEY WILTON | GURGAON | MUNICH | LOS ANGELES | ANDOVER | TOKYO | TIMISOARA | TORONTO
  • 15. Case Studies LONDON | PARIS | FRANKFURT | AMSTERDAM | NEW YORK | SEATTLE | DALLAS | HAIFA | SYDNEY WILTON | GURGAON | MUNICH | LOS ANGELES | ANDOVER | TOKYO | TIMISOARA | TORONTO
  • 16. Linus Gregoriadis Econsultancy case study Research Director, Econsultancy linus.gregoriadis@econsultancy.com How we use QuickSurveys
  • 17. About Econsultancy  A publisher.  A research house.  A training company.  An online resource.  A community of online marketing professionals. We write reports, run training and events related to best practice digital marketing. | 18
  • 18. Our reports and content:  The Econsultancy blog (one of the leading marketing blogs on the internet)  Survey reports  Best practice guides  Trends and innovation briefings  Smartpacks  Printed magazine (JUMP) | 19
  • 19. QuickSurveys on the Econsultancy blog Christmas delivery survey  Survey of 2,000 respondents  UK consumers  Related to online purchases over Christmas http://econsultancy.com/blog/7039-christmas-delivery-nearly-a-quarter-of-orders- were-late | 20
  • 20. Questions in the Christmas survey 1. Did you order any goods online in December? 2. Did retailers advise you of possible weather-related delays before you placed your order? 3. Did your goods arrive on time? 4. If the order was late, how many days late was it? 5. If a retailer failed to deliver on time, would you shop with them again? | 21
  • 21. Supermarket survey Looked at consumers' online grocery shopping habits http://econsultancy.com/blog/7101-tesco-has-the-best-supermarket-website- survey | 22
  • 22. Other surveys on the blog Online travel survey Facebook and brands http://econsultancy.com/blog/7134-what-do-customers-want-from-travel-websites http://econsultancy.com/blog/7136-why-do-people-follow-brands-on-facebook | 23
  • 24. International research Looking at e-commerce in China http://econsultancy.com/blog/7278-china-is-the-east-the-new-west-for-e-commerce | 25
  • 25. QuickSurveys for Econsultancy reports Social gaming smart pack  Survey of 2,000 respondents  UK consumers  Trends in social gaming and use of gaming products  Over 2000 downloads to date http://econsultancy.com/reports/social-gaming-report http://econsultancy.com/blog/7022-social-gaming-trends-for-2011 | 26
  • 26. Social gaming smart pack Stats also used in press release http://econsultancy.com/press-releases/5359-new-report-a-fifth-of-consumers- playing-social-games-online | 27
  • 27. Questions in the social gaming survey 1. Do you play social games online? 2. Typically, how often do you play social games? 3. Do you typically play social games on social networking sites? 4. Which of the following social networking sites do you typically use to play games? 5. Have you ever paid to play a game online, or paid for virtual goods or currency, using real money? | 28
  • 28. JUMP magazine - Multichannel retail survey | 29
  • 29. Key points: Main benefits of Toluna QuickSurveys • B2C data (to complement our own B2B data) • Speed - Ability to go live and collect data quickly. - Normally 24 hours to get results. • International. - Able to compare results • New features - Open-ended questions. - Can add images and video to questions. | 30
  • 31. What we are trying to achieve with Toluna - Fast turn around: Days rather than weeks - Cost effective way of surveying consumers - Test songs and videos - Plan back catalogue releases - Fast insight turnaround on short-deadline projects - Determine the feasibility of new products - Ability to set quotas (Age & Gender) -Understanding our target market for certain products. - Multi-Territory surveys in native languages
  • 32. How have we used Toluna in the past? Case Study – Sony Music 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
  • 33. Moving Forward – Products and Services Toluna QuickSurveys2.0 - Self service - Qualitative insights - Source data - Automated reports - Mapping our segments - Set age and gender targets - Cross tabbing questions - Embedded multimedia Online Communities - Fast quant turnaround - Branded environment - Online qualitative insight - Sharing surveys & reports Channels - Artist communities -Collaboration in key
  • 34. Toluna QuickSurveys2.0 Case Study – Willow Smith 2000 Respondents, 2 Territories, 2 Days What’s possible: - Combination of Quantitative and Qualitative data - Tag clouds to find themes with ease Favourite Image - Embedded multimedia - Automated reports: Excel, PowerPoint & PDF How we used it: - Objective: Is she for kids, adults or both? - Image Selection & Reasoning - Opinions about Willow - Video and Song Rating - How consumer heard about Willow “It makes her look more energetic & fun.” Video Rating
  • 35. Thank you for your time Any questions? LONDON | PARIS | FRANKFURT | AMSTERDAM | NEW YORK | SEATTLE | DALLAS | HAIFA | SYDNEY WILTON | GURGAON | MUNICH | LOS ANGELES | ANDOVER | TOKYO | TIMISOARA | TORONTO
  • 36. What’s coming? Feasibility tool Grid questions More countries Templates Reseller / white label toolkit User community And more....
  • 37. Your QuickSurvey resources Tolunaquick.com – Top tips – Video – Tutorial Email: tqs@toluna.com – Case studies Twitter: @tolunaquick – FAQ Facebook: facebook.com/tolunaquick Social media assets YouTube: youtube.com/tolunaquick Slideshare: slideshare.net/tolunaquick