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Delvinia’s Approach to Market Research and 10 Ways Market Researchers can  Tap into Social Media Platforms Sept 16, 2010
Let me first tell you about Delvinia
Online Research Community  160,000+ Canadians 300+ profiling variables Digital Design Data Collection  Analytics + Insight
ABOUT DELVINIA Design + Data
The digital aspect of the total customer experience is what we refer to as the Digital Customer Experience (DCE) ™.  Delvinia Interactive designs digital  customer experiences that are positive, consistent and aligns with your brand.  Strategy & Consumer Insight UX & Interaction Design Creative & Content Creation Digital & Social Marketing Technology & Development Digital Experiences Data Collection Delvinia Data Collection is a full service, online data collection firm enabling researchers to quickly gather and deliver high quality information from Canadian Consumers. Qualitative Research (e.g. depth interviews, focus groups, etc…) Quantitative Research Online Panel Management  AskingCanadians™ AskingMedia™  Analytics & Insight Delvinia Analytics & Insights is a p passionate and experienced  team that provides customer  insights that drive our digital strategy. Delvinia Digital MOSAIC SAS Capabilities Web Analytics  Social Media Monitoring ABOUT DELVINIA Our Capabilities
1998 1999 2002 2001 2000 2005 2004 2003 2006 2007 2008 2009 2010 ABOUT DELVINIA Our Experience Interactive Data Collection
ABOUT DELVINIA Innovation & Thought Leadership White Papers Platform Experimentation Workshops & Presentations Technology Applications Data Products
ABOUT DELVINIA Giving Back FedEx Days Great ideas, delivered overnight Groups of 3 - 4 people Begin Thursday @ 2:00pm To develop anything they want As long as it’s done Friday @ 2:00pm Presentations start @ 3:00. Brainstorm and present ideas to assist The Canadian Testicular Cancer Association (TCTCA) increase awareness of testicular cancer.  Are you Man Enough? Vote Vote Vote Share: Take the Oath:: Who do you think is man enough to talk about testicular cancer?  CUSTOMER INSIGHT People don’t think it’s something that can be discussed openly…or needs to be discussed at all. Oath to My Nuts
WE CREATE INSIGHT  DRIVEN MEANINGFUL  DIGITAL CUSTOMER EXPERIENCES™ CLIENTS , EMPLOYEES, USERS, PARTNERS, VENDORS. ABOUT DELVINIA Customer Focused YOUR DIGITAL AUDIENCE.
Digital Strategy ABOUT DELVINIA Strategic Approach Digital Tactics Website Mobile App Social  Media eCRM Corporate Objectives Corporate Readiness Communication  Priorities Digital Behaviour Customer Profiles Goals  & Needs
Self Reported Actual Social Monitoring  ABOUT DELVINIA Ongoing Monitoring
Our Most Scalable Asset
130,000 + Canadian members Over 200 variables per member Average survey response rate is over 50% Test creative Determine digital behaviour Technology used & frequency Understand specific wants/needs User experience testing Validate program strategy Target Online activities/Technology users Specialized Industry Professionals Predicted proportions within residential postal code.  Panel Profile  Capabilities Actual Behaviour Social Self  Reported Delvinia INSIGHT
Canadian Studies From Sample Only to Full Service Confectionary Study Canadian IT Study Hard to Reach Audiences
Global Studies Recruited C-Level Executives from over 15 countries Collected 1500 completed surveys with an incidence of 0.06% Completed study in 4 weeks Premium Hotel Study Four Seasons
Custom Panel Management Developed Signup Website  as part of a Web 2.0 Research Strategy Avid Readers Panel Random House Canada
Innovative Flash Applications Use of Flash programming to enhance survey experience Word Sort & Card Sort Shelf Impact Word Sort Module Shelf Impact
Enhanced Experience and Real-Time Reporting Survey integrated in online experience with real-time reporting portal ClickwithMarkham.ca Online Public Consultation Process Town of Markham
Advertising Effectiveness Online advertising testing with secure video delivery through the AskingMedia™ technology platform available in multiple languages Synovate AdCheck™ Grey Power Insurance
Benchmarking and Tracking Studies tracking trends as well as initial theories gained on product to be tracked
Other Examples Awareness and Usage  : pre-recruit to determine usage of a particular product, mail-out product for in home usage; follow-up on-line survey for gaining insight on what respondent thought of product  Brand Equity  : how effective is a product’s name compared to the same product with a different name Buyer Behaviour  : Shelf module with check-out function to track a person’s behaviour while buying a product Concept Testing  : Studies that show concepts for potential new products to consumers to gain their opinions on what is good/bad, etc  Customer Satisfaction  : Surveys done on behalf of a specific client asking their customers what they think of the company. Client supplied sample Customer Loyalty  : Surveys about what makes a person loyal to a particular company/brand  Name Testing  : surveys that test potential brand names with respondents interested in the product, in order to see what brand would capture their attention Market Segmentation  : studies that determine different market segments that have similar characteristics that drive them to purchase a particular product  Pricing Strategy/Conjoint : : studies in which the respondent is given several different price points for a product  in order to determine which price point would be most effective in getting people to buy the product  Product Development : : asking respondents levels of interest for  new products/service In Home User Testing  : asking respondents to receive a product for in home use and then complete a survey Phone to Web  : recruiting participation to surveys through call centre directed to an online survey Web Intercept Studies  : using an web site intercept to recruit respondents into an online survey
Delvinia Digital Mosaic:  Digital Segmentation Tool
The Delvinia Digital MOSAIC Segments A Loaded & Overloaded Families B Western Prosperous & Practical C Young Technophile Families D Dot Conservative Families E Urban French Unplugged F Multicultural Cyber Socials G Young City Clickers H Social-e-Inclined Families I Rural Ontario Low Techs J E-tired Empty Nesters K Single Metrotechs L Semi-Wired on the Prairies M Rural Quebec Not Coms N Ethnic Tech-Enthusiasts O Mature East Coast Surfers P Small Town Digital Dreamers Q Mature and Net Neutral R Young Aspiring Social Surfers S Mature Small Town Techno Pas T Young Quebec Tech-Novices
Our Approach - The Delvinia Digital MOSAIC Ownership Social Usage F R O H P E S T M I J L B A D Q C K G N A segmentation  of the Canadian population based on peoples’  OWNERSHIP   and  USAGE  of technologies,  in addition to their demographics and life stage.
 
Social Networks & Blogs are now 4th most popular  online activity, ahead of personal email One Third of U.S. Internet Users Now Post Status  Updates Once per Week  Over 500 Million active Facebook users worldwide 100 million (plus) Twitter posts everyday 1 in every 5 Tweets mentions a specific brand or product* Introduction
10 examples of how market researchers can interact with consumers using social networking sites and tools
1. Crowdsourcing & Ideagoras Use the wisdom of crowds You’re not limited to internal teams and contractors The network is your research & development team
 
2. Survey Tools on Social Networks Easily tap into a huge potential network Polling and Survey Applications Extend reach through viral sharing
3. Virtual Rewards Millions of participants Social Gaming, Virtual Worlds and MMORGs Rewards are easily distributed virtually
4. Universal Social IDs Google Friend Connect, Facebook Connect, Open ID Users can carry their profiles with them Personalize user experience based on ID info
5. Social Media Monitoring Monitor millions of news sites, blogs and more Keyword and phrase queries act as filters Built-in tools to break down and analyze the data Free tools can provide a quick barometer of a  brand health on social networks
6. Real Open-End Video Responses Video sharing is an everyday thing Mobile devices now feature instant video sharing technology via Wifi Personal broadcasting sites – UStream, Stickham
7. Niche Social Networks Create your own social networking experience Enable loyal customers and advocates to discuss your brand Ning.com
 
8. Location-Based Surveys New mobile devices are location-aware Connect with consumers where they are Use GPS or location check-ins to invite consumers to provide feedback Distribute rewards based on their location
9. Experiential Data Collection Collect richer data on an experience Collect text, audio, photo, video feedback Overlay with GPS Provide challenges and rewards
10. Augmented Reality Two types of augmented reality Puts your product (virtually) into your  customers hands Use mobile device displays to place feedback mechanisms into physical space
 
Summary Summary Consumers are sharing their thoughts and opinions in open forums across social networks. By tapping into these conversations market researchers can gain deeper insight into the motivations and emotions associated with brand choices
Thank You! Thank You Adam Froman,  CEO [email_address] 416.364.1455 ext 222 Follow me on twitter @adamfroman Linked in:  Linkedin.com/in/adamfroman
Photo Credits 2.  Facebook 5.  Binoculars 7.  Augmented Reality 8. gg 9.  Location-Based Survey

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10 Ways Market Researchers can Tap into Social Media Platforms

  • 1. Delvinia’s Approach to Market Research and 10 Ways Market Researchers can Tap into Social Media Platforms Sept 16, 2010
  • 2. Let me first tell you about Delvinia
  • 3. Online Research Community 160,000+ Canadians 300+ profiling variables Digital Design Data Collection Analytics + Insight
  • 5. The digital aspect of the total customer experience is what we refer to as the Digital Customer Experience (DCE) ™. Delvinia Interactive designs digital customer experiences that are positive, consistent and aligns with your brand. Strategy & Consumer Insight UX & Interaction Design Creative & Content Creation Digital & Social Marketing Technology & Development Digital Experiences Data Collection Delvinia Data Collection is a full service, online data collection firm enabling researchers to quickly gather and deliver high quality information from Canadian Consumers. Qualitative Research (e.g. depth interviews, focus groups, etc…) Quantitative Research Online Panel Management AskingCanadians™ AskingMedia™ Analytics & Insight Delvinia Analytics & Insights is a p passionate and experienced team that provides customer insights that drive our digital strategy. Delvinia Digital MOSAIC SAS Capabilities Web Analytics Social Media Monitoring ABOUT DELVINIA Our Capabilities
  • 6. 1998 1999 2002 2001 2000 2005 2004 2003 2006 2007 2008 2009 2010 ABOUT DELVINIA Our Experience Interactive Data Collection
  • 7. ABOUT DELVINIA Innovation & Thought Leadership White Papers Platform Experimentation Workshops & Presentations Technology Applications Data Products
  • 8. ABOUT DELVINIA Giving Back FedEx Days Great ideas, delivered overnight Groups of 3 - 4 people Begin Thursday @ 2:00pm To develop anything they want As long as it’s done Friday @ 2:00pm Presentations start @ 3:00. Brainstorm and present ideas to assist The Canadian Testicular Cancer Association (TCTCA) increase awareness of testicular cancer. Are you Man Enough? Vote Vote Vote Share: Take the Oath:: Who do you think is man enough to talk about testicular cancer? CUSTOMER INSIGHT People don’t think it’s something that can be discussed openly…or needs to be discussed at all. Oath to My Nuts
  • 9. WE CREATE INSIGHT DRIVEN MEANINGFUL DIGITAL CUSTOMER EXPERIENCES™ CLIENTS , EMPLOYEES, USERS, PARTNERS, VENDORS. ABOUT DELVINIA Customer Focused YOUR DIGITAL AUDIENCE.
  • 10. Digital Strategy ABOUT DELVINIA Strategic Approach Digital Tactics Website Mobile App Social Media eCRM Corporate Objectives Corporate Readiness Communication Priorities Digital Behaviour Customer Profiles Goals & Needs
  • 11. Self Reported Actual Social Monitoring ABOUT DELVINIA Ongoing Monitoring
  • 13. 130,000 + Canadian members Over 200 variables per member Average survey response rate is over 50% Test creative Determine digital behaviour Technology used & frequency Understand specific wants/needs User experience testing Validate program strategy Target Online activities/Technology users Specialized Industry Professionals Predicted proportions within residential postal code. Panel Profile Capabilities Actual Behaviour Social Self Reported Delvinia INSIGHT
  • 14. Canadian Studies From Sample Only to Full Service Confectionary Study Canadian IT Study Hard to Reach Audiences
  • 15. Global Studies Recruited C-Level Executives from over 15 countries Collected 1500 completed surveys with an incidence of 0.06% Completed study in 4 weeks Premium Hotel Study Four Seasons
  • 16. Custom Panel Management Developed Signup Website as part of a Web 2.0 Research Strategy Avid Readers Panel Random House Canada
  • 17. Innovative Flash Applications Use of Flash programming to enhance survey experience Word Sort & Card Sort Shelf Impact Word Sort Module Shelf Impact
  • 18. Enhanced Experience and Real-Time Reporting Survey integrated in online experience with real-time reporting portal ClickwithMarkham.ca Online Public Consultation Process Town of Markham
  • 19. Advertising Effectiveness Online advertising testing with secure video delivery through the AskingMedia™ technology platform available in multiple languages Synovate AdCheck™ Grey Power Insurance
  • 20. Benchmarking and Tracking Studies tracking trends as well as initial theories gained on product to be tracked
  • 21. Other Examples Awareness and Usage : pre-recruit to determine usage of a particular product, mail-out product for in home usage; follow-up on-line survey for gaining insight on what respondent thought of product Brand Equity : how effective is a product’s name compared to the same product with a different name Buyer Behaviour : Shelf module with check-out function to track a person’s behaviour while buying a product Concept Testing : Studies that show concepts for potential new products to consumers to gain their opinions on what is good/bad, etc Customer Satisfaction : Surveys done on behalf of a specific client asking their customers what they think of the company. Client supplied sample Customer Loyalty : Surveys about what makes a person loyal to a particular company/brand Name Testing : surveys that test potential brand names with respondents interested in the product, in order to see what brand would capture their attention Market Segmentation : studies that determine different market segments that have similar characteristics that drive them to purchase a particular product Pricing Strategy/Conjoint : : studies in which the respondent is given several different price points for a product in order to determine which price point would be most effective in getting people to buy the product Product Development : : asking respondents levels of interest for new products/service In Home User Testing : asking respondents to receive a product for in home use and then complete a survey Phone to Web : recruiting participation to surveys through call centre directed to an online survey Web Intercept Studies : using an web site intercept to recruit respondents into an online survey
  • 22. Delvinia Digital Mosaic: Digital Segmentation Tool
  • 23. The Delvinia Digital MOSAIC Segments A Loaded & Overloaded Families B Western Prosperous & Practical C Young Technophile Families D Dot Conservative Families E Urban French Unplugged F Multicultural Cyber Socials G Young City Clickers H Social-e-Inclined Families I Rural Ontario Low Techs J E-tired Empty Nesters K Single Metrotechs L Semi-Wired on the Prairies M Rural Quebec Not Coms N Ethnic Tech-Enthusiasts O Mature East Coast Surfers P Small Town Digital Dreamers Q Mature and Net Neutral R Young Aspiring Social Surfers S Mature Small Town Techno Pas T Young Quebec Tech-Novices
  • 24. Our Approach - The Delvinia Digital MOSAIC Ownership Social Usage F R O H P E S T M I J L B A D Q C K G N A segmentation of the Canadian population based on peoples’ OWNERSHIP and USAGE of technologies, in addition to their demographics and life stage.
  • 25.  
  • 26. Social Networks & Blogs are now 4th most popular online activity, ahead of personal email One Third of U.S. Internet Users Now Post Status Updates Once per Week Over 500 Million active Facebook users worldwide 100 million (plus) Twitter posts everyday 1 in every 5 Tweets mentions a specific brand or product* Introduction
  • 27. 10 examples of how market researchers can interact with consumers using social networking sites and tools
  • 28. 1. Crowdsourcing & Ideagoras Use the wisdom of crowds You’re not limited to internal teams and contractors The network is your research & development team
  • 29.  
  • 30. 2. Survey Tools on Social Networks Easily tap into a huge potential network Polling and Survey Applications Extend reach through viral sharing
  • 31. 3. Virtual Rewards Millions of participants Social Gaming, Virtual Worlds and MMORGs Rewards are easily distributed virtually
  • 32. 4. Universal Social IDs Google Friend Connect, Facebook Connect, Open ID Users can carry their profiles with them Personalize user experience based on ID info
  • 33. 5. Social Media Monitoring Monitor millions of news sites, blogs and more Keyword and phrase queries act as filters Built-in tools to break down and analyze the data Free tools can provide a quick barometer of a brand health on social networks
  • 34. 6. Real Open-End Video Responses Video sharing is an everyday thing Mobile devices now feature instant video sharing technology via Wifi Personal broadcasting sites – UStream, Stickham
  • 35. 7. Niche Social Networks Create your own social networking experience Enable loyal customers and advocates to discuss your brand Ning.com
  • 36.  
  • 37. 8. Location-Based Surveys New mobile devices are location-aware Connect with consumers where they are Use GPS or location check-ins to invite consumers to provide feedback Distribute rewards based on their location
  • 38. 9. Experiential Data Collection Collect richer data on an experience Collect text, audio, photo, video feedback Overlay with GPS Provide challenges and rewards
  • 39. 10. Augmented Reality Two types of augmented reality Puts your product (virtually) into your customers hands Use mobile device displays to place feedback mechanisms into physical space
  • 40.  
  • 41. Summary Summary Consumers are sharing their thoughts and opinions in open forums across social networks. By tapping into these conversations market researchers can gain deeper insight into the motivations and emotions associated with brand choices
  • 42. Thank You! Thank You Adam Froman, CEO [email_address] 416.364.1455 ext 222 Follow me on twitter @adamfroman Linked in: Linkedin.com/in/adamfroman
  • 43. Photo Credits 2. Facebook 5. Binoculars 7. Augmented Reality 8. gg 9. Location-Based Survey