Annie Pettit presents a story about Mr. Survey, who struggles with low survey response rates and irrelevant questions, and Ms. Social Media Research, who can analyze large amounts of social media conversations. Ms. Social Media Research helps Mr. Survey by providing competitive brand lists from social media data, categorizing survey options by sentiment, and discovering unexpected topics. They fall in love and decide to work together, combining Mr. Survey's structured data with Ms. Social Media Research's unstructured social media insights.

1. Speaker Annie Pettit, Conversition Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule 5:45pm to 6:05pm (EST, New York)
Mr. Survey Flirts With
Ms. Social Media Research
Annie Pettit, PhD, Chief Research Officer
Conversition Strategies

2. Speaker Annie Pettit, Conversition Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule 5:45pm to 6:05pm (EST, New York)
Mr Survey Was Sad
• Survey response rates were horrible
• Focus group recruitment was excruciating
• People were complaining about the length of surveys
• People were complaining that surveys weren’t relevant to them
• And yet, so many people wanted to share so many opinions

3. Speaker Annie Pettit, Conversition Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule 5:45pm to 6:05pm (EST, New York)
Mr Survey Had Great Qualities
• Measure quantities and frequencies accurately
• Inquire about specific SKUs
• Precise attribute batteries
• But he needed some help or his new survey about
athletic shoes would only
be mediocre

4. Speaker Annie Pettit, Conversition Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule 5:45pm to 6:05pm (EST, New York)
Introducing Ms Social Media Research
• Being a girl, she could listen to millions of conversations and never get
bored
• She could identify all kinds of conversation topics whether there were 30
or 3000
• She knew how to measure them
• And, well, she thought Mr Survey
was cute!

5. Speaker Annie Pettit, Conversition Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule 5:45pm to 6:05pm (EST, New York)
Problem #1: Competitive Set
• Mr Survey wanted to measure his own brand and his top competitor, but
he didn’t know which brands his consumers cared about.

6. Speaker Annie Pettit, Conversition Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule 5:45pm to 6:05pm (EST, New York)
Brand Listing Done!
How likely would you be to consider buying each of the following brands of
athletic shoes in the future?
GRID ACROSS
• Definitely would consider buying
• Probably would consider buying
• Might or might not consider buying
• Probably would not consider buying
• Definitely would not consider buying
GRID DOWN
• Adidas
• Converse
• Nike
• Puma
• Reebok

7. Speaker Annie Pettit, Conversition Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule 5:45pm to 6:05pm (EST, New York)
Problem #1: Retailer Set
• Mr Survey also wanted to know which retailers his consumers cared about
so he could include the most relevant ones in his survey.

8. Speaker Annie Pettit, Conversition Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule 5:45pm to 6:05pm (EST, New York)
Problem #2: Survey Length
• Mr Survey couldn’t
include more than 5
brands or his survey
would run over 15
minutes
• Data quality would
suffer and his valuable
panelists would be mad
at him
• But he needed
more answers, many
more answers
Strongly
Agree
Somewhat
Agree
Neutral
Somewhat
Disagree
Strongly
Disagree
Adidas
Adio
Admiral
Aigle
Air Jordan
Airness
Airwalk
Asics
Asolo
Avia
Beautifeel
Ben Sherman
British Knights
Brooks
Chuck Taylor

9. Speaker Annie Pettit, Conversition Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule 5:45pm to 6:05pm (EST, New York)
Ms SMR Saves the Day Again!
Survey Question: How likely would you be to
consider buying each of the following brands of
athletic shoes in the future?
GRID ACROSS
• Definitely would consider buying
• Probably would consider buying
• Might or might not consider buying
• Probably would not consider buying
• Definitely would not consider buying
GRID DOWN
• Adidas
• Converse
• Nike
• Puma
• Reebok
SMR Variable: Purchase Intent
GRID ACROSS
• Really high sentiment score
• Moderately high sentiment score
• Middle sentiment score
• Moderately low sentiment score
• Really low sentiment score
GRID DOWN
• Adidas
• Adio
• Admiral
• Aigle
• Air Jordan
• Airness
• Airwalk
• Asics
• Asolo
• Avia
• Beautifeel
• Ben Sherman
• British Knights
• Brooks
• Chuck Taylor
Plus
another
300!

10. Speaker Annie Pettit, Conversition Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule 5:45pm to 6:05pm (EST, New York)
Problem #4: Serendipity
• Mr. Survey is actually Mr Boring. He can’t imagine all the unique types of
conversation that include his shoes.

11. Speaker Annie Pettit, Conversition Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule 5:45pm to 6:05pm (EST, New York)
Ms SMR goes Keraaazy!
Number of
Conversations
Negative
Conversations
Neutral
Conversations
Positive
Conversations
Shoe - Ballerina 88 2.27% 53.41% 44.32%
Shoe - Baseball 24 4.17% 62.50% 33.33%
Shoe - Basketball 821 2.68% 44.46% 52.86%
Shoe - Bowling 5 0.00% 20.00% 80.00%
Shoe - Cleats 526 3.99% 54.18% 41.83%
Shoe - Climbing 17 0.00% 17.65% 82.35%
Shoe - Dress 210 2.38% 33.81% 63.81%
Shoe - Elevator 1 0.00% 0.00% 100.00%
Shoe - Golf 531 2.26% 45.20% 52.54%
Shoe - Hiking 76 0.00% 36.84% 63.16%
Shoe - Lacrosse 0 0.00% 0.00% 0.00%
Shoe - Moccasins 42 0.00% 35.71% 64.29%
Shoe - Orthopedic 19 0.00% 26.32% 73.68%
Shoe - Platform 0 0.00% 0.00% 0.00%
Shoe - Pumps 171 1.75% 56.14% 42.11%
Shoe - Rain 13 23.08% 38.46% 38.46%
Shoe - Runners 6992 3.39% 46.60% 50.01%
Shoe - Safety 21 14.29% 23.81% 61.90%
Shoe - Sandal 1246 8.99% 52.25% 38.76%
Shoe - Slingback 32 0.00% 31.25% 68.75%
Shoe - Slippers 418 4.55% 33.49% 61.96%
Shoe - Snow 88 1.14% 39.77% 59.09%
Shoe - Swimming 3 0.00% 33.33% 66.67%
Shoe - Tennis 466 3.65% 43.78% 52.58%
Shoe - Toe Cap 0 0.00% 0.00% 0.00%
Shoe - Tongue 0 0.00% 0.00% 0.00%
Shoe - Walking 72 1.39% 43.06% 55.56%

12. Speaker Annie Pettit, Conversition Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule 5:45pm to 6:05pm (EST, New York)
Mr Survey Falls in Love
• But Ms SMR didn’t stop at shoes. She was pretty darn noisy about
everything!

13. Speaker Annie Pettit, Conversition Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule 5:45pm to 6:05pm (EST, New York)
Oh, How Loved Blossomed!
Number of
Conversations
Negative
Conversations
Neutral
Conversations
Positive
Conversations
Butter 59 1.69% 42.37% 55.93%
Cafe 37 0.00% 37.84% 62.16%
Cake 91 4.40% 51.65% 43.96%
Caramel 12 0.00% 25.00% 75.00%
Cheese 760 3.42% 49.08% 47.50%
Chicken 14 0.00% 64.29% 35.71%
Chili 22 9.09% 63.64% 27.27%
Chocolate 143 1.40% 62.24% 36.36%
Cookies 40 12.50% 40.00% 47.50%
Cream 119 5.04% 37.82% 57.14%
Cupcakes 14 0.00% 42.86% 57.14%
Dairy 937 3.20% 48.03% 48.77%
Desserts 455 3.74% 54.29% 41.98%
Donuts 27 0.00% 22.22% 77.78%
Eggs 32 6.25% 59.38% 34.38%
Espresso 22 0.00% 31.82% 68.18%
Fast food 25 4.00% 76.00% 20.00%
Fibre 80 2.50% 55.00% 42.50%
Fish 109 12.84% 41.28% 45.87%
French Fries 13 0.00% 61.54% 38.46%

14. Speaker Annie Pettit, Conversition Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule 5:45pm to 6:05pm (EST, New York)
Mr Survey Proposes
• I want to give you product quantities and frequencies
• I want to give you census and target population generalizability
• I want to give you precise attribute battery responses
• Will you marry me?

15. Speaker Annie Pettit, Conversition Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule 5:45pm to 6:05pm (EST, New York)
Ms Social Media Research Accepts
• I want to give you unimaginable sample sizes
• I want to give you flavour around your key measures
• I want to give you unending competitive brand lists
• I want to give you serendipity and crazy ideas
• I will marry you!

16. Speaker Annie Pettit, Conversition Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule 5:45pm to 6:05pm (EST, New York)
From that day forward,
Mr. and Mrs. Social-Media-Research-Survey
conduct market research together and
they lived happily ever after

17. Speaker Annie Pettit, Conversition Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule 5:45pm to 6:05pm (EST, New York)
Q & A
Annie Pettit and Susan Sweet

18. Speaker Annie Pettit, Conversition Strategies, USA
Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule 5:45pm to 6:05pm (EST, New York)
Thank you
Annie Pettit, PhD
Chief Research Officer
Conversition Strategies
annie@conversition.com