Webinar: "Data Driven Marketing Research Techniques"

Research techniques
MADRID, 27 FEBRUARY 2019
for data driven marketing strategies

Propuesta de servicios profesionales de social
media marketing
Hi, I’m Eleazar!
Digital marketing and communication professional, with more than 18
years of professional experiences. I’m a Business Director in the digital
strategy and creative company Good Rebels.
Industry experiences: Travel, retail, fast-moving consumer goods, pharma
& healthcare, IT & consulting services, banking & ﬁnancial services,
electronics, education & international cooperation, infrastructure,
publishing, and professional services.
More info:
• www.linkedin.com/in/eleazarsantos
• www.twitter.com/eleazarsantos
• www.goodrebels.com

Good Rebels is a digital strategy  
and creative company.
We transform marketing through data, creativity & technology.

MIGUEL BLANCO  
Data Scientist. SERGIO VÁZQUEZ.  
Data Scientist.
JUAN PABLO RUBiO  
Data Analyst.
DANIEL REQUEJO 
IT Consultant
FERNANDO VILLANUEVA
IT Project Manager
ANGEL LINDO  
Systems Admin
MAR CASTAÑO  
Data Scientist & Partner
NOE FERNANDEZ  
IT Strategy Director
GONZALO MARTIN 
Digital Strategy & Partner
OSCAR SUESCUN  
Digital Strategist & PM
GR Data & Tech practice lead

4 
OFFICES
MEXICO CITY
60 
CLIENTS
30 
CAPABILITIES
9M€ 
TURNOVER
120 
PEOPLE
BARCELONA
MADRID
BRIGHTON
+
++

󰀁9
• Who are they?
• What are they looking for?
• What’s their digital behavior?
• Which content is most attractive to them? What do they miss?
• Where do they get the information? What’s relevant?
• How they interact with brands and their products and services?
• What do they value from you?
• Which companies are in their top of mind and why?
• Which territories are perceived suitable to the brand?
• Which new moments of consumptions / use could be identiﬁed?
• …
ANALYSIS PERSONA ATTENTION ANSWERSMAPPING
Profiling our target audiences helps us to build stronger business relationships and to
innovate in our product and services offering.
Understand, do not presume
“OFFLINE & ONLINE RESEARCH TECHNIQUES FOR DATA DRIVEN MARKETING” - @ELEAZARSANTOS

󰀁10
At Good Rebels, we have developed a triple approach for consumer analysis:
Inspiration
Empathizing with both the industry and their consumers, to understand their aspirations, needs
and demands of those people for whom we design experiences.
Observation
Analyzing several sources of data, blending both internal and external resources, to identify
behavioural patterns from our audiences.
Immersion
Getting the “true feelings” from consumers, to decode the reasoning behind their behaviour,
emotion and motivation.
Methodology

Innovation of product, services or processes,
based on people.
Aims to involve stakeholders actively in the
creation of a bolder offer value that really
meets their needs.
Design thinking
“OFFLINE & ONLINE RESEARCH TECHNIQUES FOR DATA DRIVEN MARKETING” - @ELEAZARSANTOS 󰀁11

A multi perspective
research approach
QUANTITATIVE
QUALITATIVE
OFFLINE ONLINE
Panel
surveys
Online
surveys
Focus
groups
Panel
tracking
Media
analysis
Listening
Audience
proﬁles
Online
communities
Customer
Journey
inspiration
observation
immersion
󰀁12“OFFLINE & ONLINE RESEARCH TECHNIQUES FOR DATA DRIVEN MARKETING” - @ELEAZARSANTOS

PrototypingEmpathy Definition Ideation
agile process
measurement
OBSERVATION /
LISTENING
Understand the
challenge
VISUALIZE /
SYNTHETIZE
Specify the
problem
DIFFER /  
RETHINK
Create
alternatives
BUILD /
EXPERIMENT
Learn by doing
USE /
OPTIMISATION
Adapt & repeat
Design Thinking |
How it works
Test

Focus group &
Customer journey

Qualitative approach to gather ideas,
representations and perceptions behind
behaviours and consumption patterns.
Interviews related to the experiences identified
(or to be defined) within the customer journey.
Focus groups
What’s here for us?
- Wow moments
- Pain points
- Level of satisfaction 
- Uncovered needs
󰀁15

󰀁16
• User experience evaluation in
every channel.
• Identiﬁcation of consumer
needs, support and help.
• Insights synthesis.
• Opportunity development,
communication process and
workﬂows.
• Real feasibility of the
implementation of measures.
• Generation of ideas for the
improvement of the experience.
1 2 3
OBSERVATION DEFINITION IDEAS
How to

iGEN and the future of
banking
The iGEN (16-25 year olds) are the financial consumers of
the future; by understanding their attitude, behaviour and
pain points, banks (both challenger and traditional) have
the best possible lens to focus on where the sector is likely
to head. It’s time for significant reimagination in everyday
banking. 
 
Through a focus group, we discovered the offer value
demanded by this new generation and the relationship
model.
Methodology and findings available in Rebel Thinking.

󰀁18
Who are the different customer profiles interacting with our brand, their paths and contact points.
Customer Journey |
Customer journey
BUSINESS
GOALS
SEGMENTATION
BUYER  
PERSONA
Improvement
CUSTOMER
JOURNEY
MAPPING
ACTION PLAN
MEASUREMENT
Strategic  Opportunities and
challenges to overcome

Hotel customer journey
Unconscious calm
Broken
status quo Inspiration Planning
Booking
Preparation
Arrival
Pre-holidays > Holidays >
Check-in
Entertainment
Room
Restaurants Beach
Spa
Pool
Post holidays >
Check out Back home
Remembering Promoting
Repeating

Complex business ecosystems
INSPIRATION BOOKING P`REPARATION AIRPORT FLIGHT ARRIVAL WHERE TO STAY POST TRIP
Meta-search
Social-search
OTAs
Travel agencies
Trip organizers
Travel guides
Rent-a-car
Operators
Services
Airlines Rent-a-car
Taxi
Public transport
Hotels
Apartments
Social Media
Ratings

The American traveler
In order to deﬁne the customer experience
model, we applied a set of research
techniques including interviews to the
salesforce, travel agents, tourists and
employees, plus leaning on trends and online
listening.
We analyzed each stage of their journey:
destination selection, type of travel activities,
purchase process, devices, customer support
received.
As a result, we built a 360º perspective of
Palladium American customers, taking into
consideration demographics, needs solved
and the desired outcome of the experience.

Using online data to provide statistic evidence
for our research hypothesis. At Good Rebels we
lean on the Global Web Index in order to deﬁne:
‣ Digital means consumption, behavior and
preferences according to generation or market,
‣ Detailed audience profiling, based over 20,000
attributes available.
GWI works with a global panel of 18 million people
from 40 countries, whom are surveyed quarterly
and with more than 8,500 data points registered,
Audience proﬁles
DEMOGRAPHICS
ATTITUDES
& LIFESTYLE
DEVICE
OWNERSHIP
& ACCESS
ONLINE  
ACTIVITY
BEHAVIORS
MEDIA
CONSUMPTION
SOCIAL  
MEDIA
APPS
MARKETING
TOUCHPOINTS
COMMERCE

Encuestas online |
Delivered through social media advertising, and leaned on in
custom audience segmentation, we will promote a short survey
to understand the behaviour and interests of our audiences.
Usually incentivised to guarantee participation.
Goal sample: 500 entries.
Recommended time: 5 - 10 minutes.
Tools: Survey Monkey or similar
Questions oriented to obtain information such as:
Knowledge of the industry
Experience with our brand or competitors
Important drivers in the buying process
Digital behaviour
Most valuable content and sources of information
Most interested segments in the survey (segmentation efficiency).
Online surveys

Discovering a new
consumption moment
Prior to digital activation, we launched a research
project on social media, between fans of the brand
and fans of the chocolate category, in order to
evaluate:  
• Brand top of mind and competitive landscape.
• Brand and product awareness.
• Habits of consumption and creative territories to
explore.
The research was held on Facebook, as well its
display network, and Twitter. As a result, we found a
clear association between having break and
snacking amongst students and workers, along with
coffee; these insights based the current commercial
and editorial strategy of the brand.

Panel surveys &  
Panel tracking

A commercial panel is a group of people that
reflects the diversity and complexity of a given
market. They allow us to obtain relevant
information, on a regular basis and a stable
sample, along time.
Said surveys integrate conclusions and the
sociodemographic traits of the sample,
location, devices and other relevant attributes.
Moreover, it allows us to focus on those relevant
panelists for the research, eliminating noise
from the sample.
What’s a panel?

This tool aims to enrich the information obtained through the online surveys, electing a group
of users according to a specific profile identified in the preliminary research.
• Definition and programming of
the survey, attending the
specific traits of the selected
sample.
• Conjoint questions: which
attributes mix have the greatest
influence in the decision
making.
• Panelists selection along
with the research partner.
Volume of the sample will be
defined according to the size
of the market, being 30 a
minimum and 400 the
recommended size.
• Results interpretation
according to a set of
sociodemographic variables
behaviour, devices, etc.
Survey
design
PANEL
Results
analysis
• Sample size: 200 - 400 people
• Expected time to complete the survey: max. 15 minutes.
Panel surveys

󰀁30Tracking de panelistas |
• To broaden the knowledge obtained from panel surveys, we can select its premium users for a
greater understanding of their digital behaviour (visited web pages, time spent, moments of the day,
preferred content) on different devices (desktop, mobile), through a 24h tracking software, 365 days.
• Own and third party websites
and apps, from which we may
want to follow the journey
(back & forth) of any given user
profile
• Selection of users with the
installed tracking system,
whom may have accused the
selected websites or apps.
• Sociodemographic definition
for panelists.
• Consumer journey based on
website visits, time spent,
moment of the day, devices,
number of access, apps,
queries on search engines… all
related to sociodemographic
profile of tracked users.
USERS NAVIGATION LOGWEBS & APPS  
TRACKING SELECTION
RESULTS ANALYSIS
Panel tracking

To localize marketing strategies in Europe, Royal
Caribbean set out to understand the needs,
behaviour and holiday preferences within four
core audiences: families, couples, senior couples
and lone travelers. 
• Where do they get their inspiration?
• What type of holidays are they looking for?
• What factors are taking into account?
• Main challenges to overcome for ﬁrst time cruisers.?
 
The outcome: ad hoc buyer persona for the four
segments, within Spain, Italy, France, Germany,
Austria and Switzerland.
Eurozone buyer persona
deﬁnition
Royal Caribbean
I N T E R N A T I O N A L

󰀁34
• Online conversations monitoring about our brands,
its competitors, products and topics of interests.  
It allows us to identify volumen of owned and third
party conversations, perceptions, opinions and the
sentiment towards our brand.
• It’s a great trends detector, and also works real time
to identify potential reputation crisis through alerts.
How many
mentions?
 
Share of
Voice?
Where is the
conversation
held? 
SM, forums
When? 
 
Before, during,
after their
journey…
Which are the
main topics?
Who’s
talking?  
KOL?
What’s the
sentiment
towards our
brand?
What’s social listening?

Desarrollo de
producto
Feedback
Alertas
Ideas
Comunicación
Rich Media
Reputación
Influencia
Presencia
Reviews
Comunidades
Stories
Ventas
Colaboraciones
Liderazgo
Blogs
ATC
Consultas
Soporte
Proactividad
Marketing
Demandas
Generación Leads
Reach
Consumer and
Market Insights
Opinions on brands
and their competitors
Moments of contact
with the client
Attractive content to
connect with
customers
Trends and business
opportunities
Optimization in
customer service
What can we get?

01
Research
Objectives, questions and
scope of the research.
02
Parametrization
Queries set up
03
Classiﬁcation
Cleaning of data,
contextualisation and
categorization of mentions;
assignment of sentiment.
04
Analysis
Main topics and categories,
user rankings, roles, time
evolution, growth rates,
channels, platforms and
sentiment evolution.
05
Knowledge
Conclusions to support new
strategies and detection of
opportunities.
How social listening works

Comprehensive data viewing
ILLUSTRATIVE
• Scorecard by market
• Temporal evolution
• Main milestones of the period (highlights)
• Volume and platforms (how much and where)
• Associated feeling (how)
• Associated themes (what)
• Profile of the opinion leader (who)
• Ranking of users by influence
• Potential impact achieved
• Verbatim
• Comparison with the competition
• Volume of images with logos
• Conclusions and recommendations

Qualitative research of our own social media,
as well from competitors, to understand how
is the communication addressed:
- Brand territories
- Type of content and formats
- Post frequency
- Networks relevance
- Usability
- Creative actions and tactics.
Análisis de canales y foros |
Media analysis

󰀁40
Online research communities are valuable forums
for debate, to share ideas, to obtain information, to
detect sentiment… to gather knowledge to boost
our business.
- They help the brainstorming process.
- They allow us to understand behavioural patterns
from customers / users: their main traits, needs
and interests.
- They enable new business models and
possibilities.
Online communities

Formula One fans share
their viewing experience
The switch between terrestrial broadcasting of Formula One
from BBC to Channel 4 was controversial amongst viewers
and sports industry professionals alike in the UK, in 2016.
This research was commissioned to understand the impact
of the move on F1 fans watching on both Sky and Channel 4.
Whilst originally very skeptical about Channel 4’s ability to
live up to the much-loved BBC coverage, it has in some ways
pleasantly surprised fans but also drawn a clearer mark
between the two current competing channels.
36 Formula One fans were recruited to take part in a live
WhatsApp research panel. They were asked 10 open-ended
questions (plus a wildcard question) during the Bahrain
Grand Prix about the race and their viewing habits.

A multi perspective
research approach
QUANTITATIVE
QUALITATIVE
OFFLINE ONLINE
Panel
surveys
Online
surveys
Focus
groups
Panel
tracking
Media
analysis
Listening
Audience
proﬁles
Online
communities
Customer
Journey
inspiration
observation
immersion

goodrebels.com • @GoodRebels
Madrid • Barcelona • Brighton • Ciudad de México
Data. Tech. Creativity.

Webinar: "Data Driven Marketing Research Techniques"

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