Branded Communities - Innovative Approaches - Actionable Insights (Webinar)
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Branded Communities Innovative Approaches and Actionable Insights April 24, 2014 Peter Shafer Senior Vice-President Enterprise Solutions Moderated by: Mark Hallums, Director, Product Technology
description
As stated in the GRIT report, communities have evolved from ‘innovative new research method’ to mainstream research approach. Though no communities themselves are no longer new, ‘newer’ techniques used within a community empower companies to further engage with community members to unlock valuable insights. Join Quirk's and Toluna for this upcoming Webinar and learn how companies now engage with social media followers, create ‘blind’ communities to dialogue with prospects and competitors’ clients. A series of case studies will present information about mobile community approaches, and using communities to fuse data sources to create a deeper picture of respondents, and segmentations. Presentation highlights include: - Understand how communities can incorporate mobile platforms for ‘on-the-go’ insight and member engagement. - Learn how mobile survey methods can incorporate cutting-edge functionality, like the ability to push surveys based on location. - Mobile participation can be ideal to execute ethnographic studies, and obtain context from participants.
Transcript of Branded Communities - Innovative Approaches - Actionable Insights (Webinar)
Branded CommunitiesInnovative Approaches and Actionable Insights
April 24, 2014Peter ShaferSenior Vice-PresidentEnterprise Solutions
Moderated by: Mark Hallums, Director, Product Technology
About Toluna
Communities and trends
Mobile surveying
Case study = mobile community approach
Agenda
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2,500 clients globally20,000+ projects completed globally
Including top Fortune 500 brands
250+ brand trackers
Full Spectrum of Technology-based Research SolutionsDo it yourself
Let us do it for you
World’s largest social voting communityInstant access to 6 million community members in 41 countries
Branded communities inspired by experience
Toluna: Trusted Partner
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Drivers of Change in the MR Industry
GRIT Report: 2014
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Communities Continue to be Popular
GRIT Report: 2014
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More and More Mainstream
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GRIT Report: 2014
Blend of qualitative and quantitative MR
Leads to co-creation AND projectable results
Ongoing participation
Consumer advocacy
Literally limitless possibilities
Deliver ROI
Why Communities?
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Mobile Allows for “in-the-moment” research
Ideal for diary and in-home-use tests/ ongoing surveys
Mystery Shopping
Integrations with social mediaPrecise data on the ways members engage with ‘likes’ (including competitors brands)
Understanding fan segments (influencers, commenters, lurkers, etc.)
Can add depth to segmentation
On-demand access to research results
Mainstream, but Still New Methods
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Mobile: It’s Already Happening…
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Allows for “in-the-moment” research
Mystery Shopping
Ethnographies
Mobile “Missions”
As with all mobile surveys
Encourage respondents to upload photos
Geo-location of respondent
When is Mobile Ideal
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Examples of photo upload
Passive metering
Ideal for understanding customer behavior and ethnography.
Can capture other things like ‘web browsing’ and phone usage.
Geo-fencing
Push surveys based on location “ie. Walking by a store.”
NB – fences are no minute. You can’t validate a certain aisle within a grocery store. In other cases they are not 100% precise.
Geo-validation
Validating behaviors.
QR code/scan
Validate purchase, size of product, etc.
Photo upload
Key Features of Mobile Surveying
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Community Based Mobile Diary
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Our Customer, a leading provider of
Royalty & marketing solutions
Direct marketing services
Private label credit cards
Mobile is ideal to get a real time understanding:
Shopping experience of their typical customer.
To follow the follow the “female” customer on her shopping journey and discover why she chooses certain payment types.
Does she use the same payment type for every purchase in every category?
What is driving her tender preference?
How, and at what point in the sales process can we influence her decision?
Community Based Mobile DiaryMethodology
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During the next 10 days whenever participate in “retail activities” online of offline,
tell us about your experience
Recruit
• From a panel of 2,000 store credit card holders, recruited 100 female participants
Diary
• Over a 10 day period, complete a short mobile “diary” each time they participated in retail behavior
Administration
• TolunaMobile Diary Application (Apple App Store (iPhone) & Google Play (Android)
Activities
• 10 question survey in real-time taken during shopping
Photos
• Upload photos of any credit signage
The Findings: Different cards for Every Category…
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Rarely is the same card used for everyday purchases
“Rosie” made 16 purchase entries during the 10 day period
1 gas purchase using a general credit card because she gets cash back
6 grocery purchases, ½ using a general credit card because she gets cash back and half using a debit card
5 purchases at mass retailers, 2 using a general credit card so she will get cash back on her bill and 3 using a gift card
3 other purchases at CVS and Walgreens, 2 using cash and 1 using a general credit card.
1 purchase is unknown
The Findings: How are Private Cards Used?
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The typical female shopper is using a store credit card, they mostly use it at online retailer (Amazon), grocery store, mass retailer (Target, Wal-Mart), or department store (Macy’s, Kohl’s).
Top 3 reasons for using a store credit card include:
The card will give me cash back on my billI get points if I use the cardThe card will give me a discount at the cash register
The Findings: Purchases by Payment Type
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Of 264 purchase entries:
Debit card used for 99 purchases, in the following categories: grocery, mass retailers, other, and gas.
General credit card used 66 times, most often at grocery stores, mass retailers, online and specialty retail.
Cash or check used 57 times, most often for other (Walgreens, dollar store, fast food (Sonic, Subway and Panera)).
28 purchases with a gift card, at online retailers and mass retailers.
22 use a store credit card, including at grocery store, mass retailer, department store, online retailer, and specialty retail.
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Veronica - the all “cash” consumer
10 transactions across grocery, mass retailer and other (Dollar Tree).
Cash, Debit or gift cards were used for all transactions (but predominantly cash).
Catherine - the credit only consumer
9 transactions across grocery, mass retailer, home goods/furniture and other (CVS and TJMaxx).
Store credit card or general credit card used for all transactions.
Store card used because they get points.
General credit card used because they get cash back on their bill.
The Findings: Unknown Segments Emerged
The Findings: Credit Signage
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Participants were asked to take and upload pictures of any credit signage that they noticed while checking out, both online and in-store.
Real-time – provides a more accurate picture in some cases
All purchases were logged (even a swipe at a vending machine that would likely have been forgotten)
Payment type used was not subject to recall
Photos provide additional context and insight
The immediacy of the feedback provided was unreal
Comparison of Mobile vs. Community
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Online communities are now the ‘new normal’
They’re spanning qual/quant budgets and brands are now used to this ‘listening’ capability and on-demand insight generation
New methods are providing benefit to community-based approaches
Mobile
Social
Etc.
Mobile MR can be especially powerful for community-based research
Conclusion…
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