Diy research trends webinar(2) revised(2)


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  • Facebook gets more weekly traffic than Google in the US.  With more than 400 million users voluntarily tagging likes and dislikes, filling out detailed profiles and connecting to an average of 130 friends apiece.  Facebook is probably the world’s largest owner of private demographic and psychographic data in the world.  Twitter has ballooned to a point where it’s become the  world’s watercooler .  Both of these tools give small business the uncanny ability to see inside the lives of their customers.  Not only that – but to see how their market speaks to them and about them – in their own words.  Don’t let this trend pass you by. Search the Twitter RSS Feed: Go to  and enter in your brand/company to see how people are talking about you.  Here is what a search on “BP oil spill” yields: Use TweetDeck to group specific segments of users or track key industry terms
  • You have the opportunity to “be the expert” and re-define your offering with the focus on the most valuable product that you provide – your expertise, experience and guidance.
  • .  In the same way that we’ve learned to communicate in 140 characters with Twitter, we will learn to survey using tools like  MicroPoll  for one-off polling that is quick, easy and cheap.  Your audience is in learning and interactive mode on Facebook and Twitter and polls are ideal ways to get their input and gather market data at the same time.  Start looking at research as a quantifiable conversation. -            Free polling applications are everywhere!   MicroPoll  is my favorite.  But also check out  TwitPoll , and  PollDaddy also has a facebook application.  Blogging platforms like WordPress also have polling plugins that you can use for your blog.
  • .  One of the most common requests I get is to help people determine the market size for a potential new business.  All I can say is “Why pay a consultant when so much of the data is already there?!” -       Check out public data sets like  Google Public Data Explorer  where you can find fantastic information like “unemployment in the US, or “Cancer Cases in the US”. -       And for really interesting and fun information on everything from the number of white house visitors to social networks for women, check out  Socrata  – it’s a community site that opens government data to the community.  In a way it’s like a Wikipedia for data.  You upload a data set that you own and the community contributes to it. -       What if you wanted to get Amazon Book’s sales or find out what the gross profit for IBM was in 2008? Go to  where they’ve aggregated some of the most
  • You have the opportunity to “be the expert” and re-define your offering with the focus on the most valuable product that you provide – your expertise, experience and guidance.
  • Diy research trends webinar(2) revised(2)

    1. 1. DIY Marketing Research Trends A presentation by Ivana Taylor from And Esther LaVielle from Survey Analytics   
    2. 2. What We’ll Cover <ul><li>ABOUT Survey Analytics </li></ul><ul><li>Top Trends </li></ul><ul><li>How to Take Advantage of Them </li></ul><ul><li>How to Use the Survey Analytics Tools </li></ul>
    3. 3. About Survey Analytics -Started back in 2002 in Seattle, WA   -#172 out of 500 fastest growing private companies   -6,000 + clients & growing - SurveyAnalytics, QuestionPro, IdeaScale, MicroPoll Esther LaVielle: Chief Education Director   
    4. 4. <ul><li>President of Third Force Marketing and Publisher of </li></ul><ul><li>DIYMarketing Expert and Book Editor for Small Business Trends </li></ul><ul><li>Frequent Contributor to AMEX Open Forum </li></ul><ul><li>Blog Editor for QuestionPro & Survey Analytics </li></ul>About Ivana Taylor
    5. 5. Will Paper Surveys Be Dead Soon? RIP Buggy Whip RIP The Type Writer Are Phone Surveys & Paper Surveys next?
    6. 6. #1 Tracking Social Media Chatter Facebook gets more weekly traffic than Google Affordable   Respondents/Fans/Followers want to share their opinion with you!   Real-time feedback = Real time Results   Presents unique core of opportunities to market to them Impacts your brand reputation WHY?
    7. 7. <ul><li>Forrester Research names text analytics technologies as one of top 15 trends to watch the next 3 years! </li></ul><ul><li>USED TO: </li></ul><ul><li>Mine, interpret, & + structure to information to reveal hidden patterns & relationships. </li></ul><ul><li>Reveals voice of the customer, competitive intelligence, operations improvements, & compliance/law enforcement. </li></ul><ul><li>+ Analytics and search : Analytics tools surface and visualize patterns </li></ul><ul><li>+ Analytics and IT operations: how a content professional can use text analytics tools to identify duplicate or irrelevant content before </li></ul><ul><li>+ Social network analysis : focused on identifying and forecasting connections, relationships, and influence among individuals and groups. </li></ul>
    8. 8. Find out what people are saying to you from all sources! Do customer survey responses match what they are saying on Twitter or Facebook? What are people saying about your competition? #2: Use Open Ended Text Analysis to Run Reports
    9. 9. <ul><li>Identify & Categorize High Frequency Words </li></ul><ul><li>Review Recurring Phrases & Associations of Words (Collocations) </li></ul><ul><li>Present Open-ended Text Findings via Charts or Tag Clouds </li></ul>Code & Analyze Unstructured Data from: -Surveys -Social Network Sites -Blog sites -”Anywhere Really!” Pros: -Cut down costs of coding -Control Your Data & reveal actionable data Cons: Which one to Choose? Learning Curve = ?
    10. 10. SurveyAnalytics Text Charts
    11. 11. SurveyAnalytics Tag Cloud
    12. 12. <ul><li>Texifter products help index, search, filter and classify large amounts of text. </li></ul><ul><ul><li>Market research, eDiscovery & extraction of key insights </li></ul></ul><ul><ul><li>Large & diverse enterprise data sets </li></ul></ul><ul><ul><li>Social media search and archival services </li></ul></ul><ul><ul><li>Peer group and crowd sourced collaboration </li></ul></ul><ul><ul><li>Credential-based, cross-organizational work groups </li></ul></ul><ul><li>DiscoverText: </li></ul>Example of Text Analysis Tool
    13. 13. DiscoverText: Unify Your Data Import & archive data from multiple sources into a single, searchable, unified repository
    14. 14. DiscoverText: Importing from SurveyAnalytics SurveyAnalytics is compatible with DiscoverText software Export an XML report & Login to to get started!
    15. 15. <ul><li>Select the file type you want to export </li></ul>DiscoverText: Select Your File Type
    16. 16. DiscoverText: Browse and Search to Create Buckets
    17. 17. DiscoverText: Import Other Data Via Live Feeds
    18. 18. Discovertext: Import Facebook Page Content
    19. 19. DiscoverText: Generate Tag Clouds from Keywords
    20. 20. DiscoverText: Generate Reports
    21. 21. #3 Crowd Source – Involve Users allows your audience to brainstorm and you to harvest their ideas
    22. 22. Explore Crowdsourcing - MIT professor Eric von Hippel, specialist in innovation management “ This is really the biggest paradigm shift in innovation since the Industrial Revolution”
    23. 23. #4 Use Quick Engagement Polls <ul><li>Similar to IdeaScale </li></ul><ul><li>It’s a constantly running survey </li></ul><ul><li>Collect feedback and use results for content and product improvement </li></ul>
    24. 24. MicroPoll: Preview of Poll
    25. 25. How to Embed MicroPoll
    26. 26. Embedded Poll
    27. 27. #5 – Is it Time to Go Mobile? Online/Offline Mobile Research Trends
    28. 28. #5 – Is it Time to Go Mobile? Online/Offline Mobile Research Trends
    29. 29. #4 – Going Mobile: SurveySwipe & SurveyPocket SAVE TREES! Administer Field Surveys via iPad or other smart phone devices! We offer 2 Mobile options! 1) SurveyPocket: Offline iPad Application Download here: 2) SurveySwipe: Build your own online mobile community and interact with them with a built-in incentive program: Download here: http ://  
    30. 30. <ul><li>Facebook </li></ul>#6 – Search Public Data Sets
    31. 31. <ul><li>Check out public data sets like  Google Public Data Explorer  where you can find fantastic information like retail sales in US </li></ul>Google Public Data Set
    32. 32. Opportunities for Professional Firms
    33. 33. Don’t Leave Them “Unattended”
    34. 34. What’s In It For ME? Opens new opportunities to do full-service R&D for difficult projects. New customers continued business relationships low technology costs.
    35. 35. THANK YOU
    36. 36. Q & A Esther LaVielle [email_address] Ivana Taylor [email_address]