The document discusses a webinar on tracker methodologies focusing on attitudinal, behavioral, and conversational research, covering case studies and evolving data collection strategies. Key topics include the shift from offline to online and then mobile research, the benefits of data layering for insights, and specific case histories demonstrating the application of these strategies. Additionally, it highlights the integration of multiple data sources for a comprehensive understanding of consumer behavior and sentiments.

1. Tracker ABCs
Attitudinal. Behavioral. Conversational.
A collection of case studies.
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2. Tracker ABCs
January 2012 Webinar on Trackers
 Research Design Considerations
 Survey and Sampling
 Stability
 Sourcing, Demographic, and Field Practices
 Changing a Tracker
 Purpose, Plan, Parallel, Partner
 Mitigating RISK
 Research Plan
 Instrument Design
 Sample Plan
 Knowledgeable Partners
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3. Tracker ABCs
Tell us: Which one of the following trends are you
seeing most for 2013 trackers?
a) Continued shift of trackers from offline to online
b) Beginning of a shift from online to mobile
c) Change in sourcing of sample for trackers (i.e., new partners or
including river)
d) Layering in other sources of data into the analysis (social media
listening, search, etc.)
e) None of the above — our trackers are remaining stable
f ) Not applicable — we don’t run trackers
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4. Tracker ABCs
Today’s Agenda
 Data Streams and Layering
 Benefits and Value Proposition
 Attitudinal Case Studies
 Behavioral Case Study
 Conversational Case Study
 Q&A
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5. Tracker ABCs
Data Streams
 Attitudinal Data
 Online Surveys
 Mobile Surveys
Attitudinal
 Hybrid Research
Data
Epicenter
 Behavioral Data
 Online Meters
 Mobile Meters
 Conversational Data Behavioral Conversational
 Social Comments
 Sentiment Scores
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6. Tracker ABCs
The Benefits of Layering
 Validation
 When attitudinal survey scores move, see if social
media sentiment scores also changed.
 When brand awareness scores increase, see if mentions,
search, and visits also grew.
 Investigation
 If an attribute score moves unexpectedly, analyze and code social media
content to understand why.
 Use behavioral data to explore where shoppers went just before and after
they left your store (mobile geo tracking) or site (online meter).
 Track category behaviors by tagging all of the stores or sites in your
category that frequented by population.
 Interpretation
 Make confident recommendations using complete data.
 Combine “who, what, when, where, why and how” into one holistic data set
and 360-degree view of a topic.
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7. Tracker ABCs
Attitudinal Tracking: Online
 The Case: Auto Intenders Tracker
 The Challenge: To accommodate an increased
sample size, new sources of respondents needed to
be introduced into the sample frame.
Question F
 The Solution: Blend RiverSelect and the e-Rewards
Panel to increase the sample universe. Run Question E
simultaneous, replicate studies and model the data
differences. Build a data adjustment scheme to Question D
support future year reporting.
Question C
 The Outcome: Modeling showed an increase in
scores of +3-5 percentage points for the new Question B
sample across all demographics. Differences were
significant at a 95% confidence interval, so an Question A
adjustment was made to prior year scores to
sustain trending. Data remained stable in future 0% 50% 100%
months, with changes in scores directly attributable
to marketplace events. Sample B Sample A
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8. Tracker ABCs
Tell us: Which one of the following aspects of
mobile research is the most interesting to you
or your company?
a) In-the-moment research (while they are eating or shopping)
b) In home ethnographic research
c) Geo-fencing research (tagging them at a theater)
d) Mobile behavioral research (analyzing mobile usage, search and
website visits)
e) Mystery shopper and shop-a-long research (bar code scanning and
the use of media)
f ) Qualitative components (getting audio, video and imagery uploaded)
g) Quantitative surveys that are mobile friendly, and can replace or
enhance traditional online surveys
h) In-app intercept surveys
i ) None of the above
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9. Tracker ABCs
Attitudinal Tracking: Mobile
 The Case: Moviegoers Tracker
 The Challenge: Reduce recall error and increase reliability
of data by surveying moviegoers closer to the event.
 The Solution: Utilize RN Mobile geo-fencing capabilities, a
mobile-friendly survey, and automatic triggers to identify
recent moviegoers and survey them about their experiences.
 The Outcome: Research Now Mobile placed geo-fencing around
40 theater chains. Panelists triggered the survey once they
entered the radius of the theater. During the first weekend, nearly
500 panel members received surveys, with just over a
62% response rate.
 Data was combined with the existing general population research
to subsidize the insights for recent movie-goers.
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10. Tracker ABCs
Attitudinal Tracking: Hybrid
 The Case: Automaker dealing with brand controversy
 The Challenge: Be able to identify in real-time a key intender or brand
advocate who is at risk.
 The Solution: Based on demos entering the survey, attribute scores, and
open-ended comments, trigger a real-time iModerate chat mid-survey to
probe on key topics.
 The Outcome: Each wave, qualitative
depth discussions are layered into the
quantitative report focusing on voice
of the customer comments about the
brand, word on the street insights,
and service/purchase experiences.
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11. Tracker ABCs
Behavioral Tracking
 The Case: Niche retail clothing store quarterly tracker
 The Challenge: Increase the base size of hard to find retail brand shoppers
to extend the value of the tracker.
 The Solution: Use the proprietary RN online behavioral tracking meter to
identify panelists who recently shopped online at the brand website and
target them for a survey.
 The Outcome: The brand was able to gather more
completes by including behaviorally targeted
e-shoppers. Behavioral targeting resulted in
much higher incidence and a previously under-
represented audience. Other behavioral elements
we also able to be delivered.
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12. Tracker ABCs
Conversational Tracking
 The Case: Chick-fil-A Perception Tracking
 The Challenge: Find insights for questions you can’t ask.
 The Solution: Listen rather than ask. Use the Research
Now Conversition platform to monitor social media chatter.
 The Outcome: Brand sentiment scores and comments specific to sensitive social
issues were monitored in social media rather than introduced in the surveys.
Five strong themes emerge… Sentiment Score
1. Waiving food payment: Notable instances of staff waiving the payment for
food where they consider a customer has been waiting too long.
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2. Positive associations with Christianity: Chick-fil-A is an overtly Christian 4
organization (for example, it doesn’t open on a Sunday which is considered a
day of rest) and this is noteworthy for a number of customers.
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3. Service footprint extends beyond the 4 walls of the store: Noted
examples include employees taking orders outside the store, handing orders 2
from the service window to the car window, and marshalling cars in busy car
parks.
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4. Exceptional politeness of the staff: Large number of mentions relating to
the politeness, cheerfulness and overall positive attitudes of the employees. 0
5. Paying it forward: Some mentions of a phenomenon of “paying it forward”;
potentially a social meme that is playing out in the Quick Serve Restaurant
category.
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13. Tracker ABCs
Imagine the Possibilities
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14. Tracker ABCs
Research Now leveraged the 2012 Olympics as a “data lab” to learn
how multiple modes of digital data collection can be combined
to tell a more complete story about consumers.
 The integration of these capabilities provides unique potential for
achieving holistic data collection
 Data sources include:
Being discussed at the CASRO Online conference in March 2013.
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We hope to see you there!
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15. Thank you!
For more information:
Melanie Courtright
mcourtright@researchnow.com
info@researchnow.com
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