Online technológie, Eva Veisova (Synovate), LOTE 2011

© Synovate 2011 | www.synovate.sk | www.synovate.cz

© 2011. Synovate Ltd. All rights reserved.

The concepts and ideas submitted to you herein are the intellectual property of Synovate. They are strictly of confidential nature and are submitted to you under the understanding that they are to be considered by you in the strictest confidence and that no use shall be made of the said concepts and ideas. Synovate does not, in providing this report, accept or assume responsibility for any other purpose or to any other person to whom this report is shown or in to whose hands it may come save where expressly agreed by our prior consent in writing.

Modern on-line technology in the consumer market research

• Prepared for: Marketing a komunikacia 2011

• Prepared by: Eva Veisová, Managing Director Czech & Slovak Republic

• Date: April 20, 2011, Bratislava

2© Synovate 2011 | www.synovate.sk | www.synovate.cz

• Buzztracking

• Online comunity panels

• Data Quality Update

Content

Buzztracking


digitalbuilding relationships

world

in a


Communications then Communications now

Broadcast messages

TV dominant

Campaign focused

Guaranteed reach

Consumer interaction

Ongoing dialogue

Highly targeted

Highly fragmented

The way brands communicate has changed

There are new (better) ways to build relationships

It’s no longer about shouting the loudest

We were the greatest marketer of the 20th century because we were the

loudest shouters.

But if we are to be the best of the 21st century, it will be because we are the

best listeners.

A.G.Lafley, CEO, P&G,


listeningof

importancethe

Synovate’s approach to delivering actionable insight

from online conversation


whylisten?


Brand Brand

relationshiprelationship

In-store In-store experienceexperience

Customer Customer serviceservice

Service Service experienceexperience

USE / USE / EXPERIENCEEXPERIENCE

Online, TV, Online, TV, Cinema, Press, Cinema, Press,

Outdoor, Outdoor, RadioRadio

Sponsorship Sponsorship Events & PREvents & PR

Social mediaSocial media

PLANNED PLANNED COMMSCOMMS

COMPETITOR COMPETITOR ACTIVITYACTIVITY

Share-of-Share-of-VoiceVoice

Marketing Marketing activitiesactivities

StrategyStrategy

INCIDENTALINCIDENTALCOMMSCOMMS

Word-of-Word-of-mouthmouth

Social mediaSocial media

Unplanned Unplanned PR & media PR & media

coveragecoverage

What people say and hear about your brand affects how they perceive you


Open

Controlled

Communication Collaboration

Monologue

Today’s communications are a dialogue – it’s not just about advertising anymore

Dialogue


What do people share?


buzz trackinghelp?

how can


Buzz tracking can help us to make sense of the content of online conversation


There are many ways in which buzz tracking can add insight

Buzz tracking

Buzz tracking

Trend spotting

Trend spotting

Competitive intelligenceCompetitive intelligence

PR & crisis managementPR & crisis

management

Identify influencers &

brand evangelists

Identify influencers &

brand evangelists

Campaign management & evaluation

Campaign management & evaluation

Brand equity monitoring

Brand equity monitoring


Buzz offers different insight to “traditional” research

Research Buzz

SpeedFieldwork dependent

Real-time

Sample sizes Small Massive

Representativity High Low

Questions answered

We set the agenda

Consumers set their own agenda

Buzz works best when used in-conjunction with traditional research to give us real-time

insights to the things that matter to consumers


buzz trackingdeliver insight?

how can


Buzz can be an early warning system that gives immediate feedback into

how your brand is perceived and how people are reacting to things you do


Greenpeace protest

Greenpeace protest

Nestle terminates

supplier contract

Nestle terminates

supplier contract National

news report Facebook

storm

National news report Facebook

storm

Reports that Nestle still using

an alternative supplier

Reports that Nestle still using

an alternative supplier

This level granular understanding isn’t possible using traditional research methods – buzz reports in real time, meaning you can act faster

Nestle – Greenpeace protest 2010


Buzz tells you where the conversation is taking place


Most of the conversation for Innocent smoothies takes place on microblogs like Twitter

Innocent : Sources


The brand doesn’t make children’s food but almost half the forum conversation happens on mum’s sites

Innocent : Forums


Buzz shows how people express their feelings about your brand - language

they use and emotions they attach


Do you talk to your customers the way they talk about you?

Pizza Express is awesome!

Pizza Express is awesome!

Pizza Express thin pizza is yummy lots

of veggies!

Pizza Express thin pizza is yummy lots

of veggies!

The only thing we find is Pizza Express are stingy on the

toppings and without cheese they really don't fill you up.

The only thing we find is Pizza Express are stingy on the

toppings and without cheese they really don't fill you up.

Pizza Express is too posh no free

refills.

Pizza Express is too posh no free

refills.

I got some pizza express ones from the supermarket last week, never again. Tasted

horrible and I didn't even want to eat them. They were really bland.

I got some pizza express ones from the supermarket last week, never again. Tasted

horrible and I didn't even want to eat them. They were really bland.

Pizza Express


buzz trackinghow does

work?


Listen Monitor & understand

Identify PredictTake

action!

Synovate’s 5 stage approach


buzzmatters!


And what about Online Qualitative Research?


Overview of @Life Digital Qualitative Options

@Life Online Bulletin Boards (OBBs); asynchronous discussion over 3 days

@Life Online Focus Groups (OLFGs); synchronous chat over 90 minutes

@Life Online In-Depth Interviews (OIDIs); use either OBB or OLFG foundation

Additional @Life Digital Qualitative Offerings

o @Life Digital Storytelling: an online ethnographic approach that enables respondents, using digital media in workshop settings, to tell meaningful stories about different events/parts of their lives and record highly personal viewpoints/information which might not otherwise be obtained using traditional qualitative research methods. Each respondent begins with a personal story and then uses digital techniques and professional support to transfer the personal story to media.

o @Life Online Interactive Panels: tools for continuing and dynamic interaction with communities of respondents with particular interests or profiles. They may continue over months or even years, for efficiency and/or conducting longitudinal research. The sale of this method is being restricted for the time being. More information will follow at a later date.


Why Use Online Qualitative Methodologies?Online Bulletin Board (OBB), Online Focus Group (OLFG),

Online In-Depth Interviews (OIDIs) and Online Interactive Panels

All are especially useful for geographically dispersed targets

• OBBs, Online IDIs, Online Interactive Panels: for in-depth, detailed information and/or where need for the most accurate information outweighs the client’s need to view respondents; especially good for over-scheduled professionals or business decision makers

• OLFGs: for top-of-mind reactions to concepts where little probing is required

Images and concepts can be presented on the computer screen/‘whiteboard’

Recruiting, reporting are virtually identical to other qualitative methodologies

Transcripts easily generated online; tie every remark to a specific, named respondent

Client reporting needs may be satisfied with quicker, less expensive reporting options

No travel involved for respondents, clients, and/or moderators

• No direct and/or labor costs associated with travel

However, online methodologies carry some inherent limitations

• Inability to probe on body language, facial expressions, voice inflections

• Clients may expect bids to be less than for traditional qualitative methods, but costs are actually similar


2 billion people are online - including most of your target market!

Asia: 825m (22%)Asia: 825m (22%)

Africa: 111m (11%)

Africa: 111m (11%)

Oceania: 21m (61%)Oceania:

21m (61%)

Middle East: 63m

(30%)

Middle East: 63m

(30%)

LatAm: 205m (35%)

LatAm: 205m (35%)

NAm: 266m (77%)

NAm: 266m (77%)

Europe: 475m (58%)

Europe: 475m (58%)

Source: Internetworldstats.com (June 2010 data)


In most countries, the internet is the most important channel in most people’s lives – more than TV

% agreeing with statement “I can’t live without it”

Source: Synovate In:Fact study (December 2009)

Australia Brazil China India Netherlands Spain UK USA

Community Panels


A multitude of platforms exist to

engage and listen, allowing us to be closer to consumers than ever before –

truly living in and amongst our customers.

Successful marketing in the future will be less about shouting and more about

listening.


What is a Community Panel?

• A Community Panel is a dedicated group of existing or potential customers you engage with and learn from over time through interactive surveys and discussion forums.

• Community Panels typically include anything from several hundred to many thousands of members that you’ve profiled, pre-screened and invited to join.

• Like an exclusive club of your customers, the Community Panel provides insights on everything from product concepts to ad testing to purchase intent. Build deep profiles on your customers and track their attitudes and behaviors over time.

• Members can also be non-customers or any other relevant stakeholder group.

• Community Panels are also often referred to as:- Advisory Panels- Custom Panels- Proprietary Panels

• A Community Panel is different from an Access Panel such as Viewsnet where any client can access and ask questions of the panel.


Critical Success Factors: Synovate’s Comprehensive Approach

Synovate believes there are three key competencies that must be delivered on to ensure the success of a custom panel. These are:

• Research Design• Project Management• Advanced Analytics• Reporting• Survey Development and

Programming• Data Capture and integration• Data Quality• Local teams knowing your

business and issues – not just programmers

• Multimedia Platform• Custom Portals• Panel Administration• Panelist profiling• Sampling

Administration /management

• Data Collection/Storage• Reporting and Data

Processing tools

• Panel Recruitment• Panel Quality• Panel Maintenance• Panel Profiling• Sample Selection• Retention/Rewards

11

22

33

Respondent Engagement/

Data Collection

(Platform/Software)

Deep Research Expertise

Ongoing Panel and

Recruit Management


About Vision Critical


Who are Vision Critical?

• Canada based Vision Critical is the world’s leader in technology and support services to help clients engage with and learn more from customers using interactive surveys and discussion forums. The Sparq platform is currently used by over 250 companies and engage almost 2 million respondents worldwide. For more information on Vision Critical visit www.visioncritical.com


What features does the Vision Critical system have?

Synovate uses the Sparq platform (powered by Vision Critical) for its custom community panels. Sparq is used by over 250 companies and engages almost 2 million respondents worldwide. Features include:

Survey Authoring

•Visual Questions (Card Sort, Magnetic boards, Highlighter, Page Turner, Allocation Sliders)•Advanced scripting including piping, Branching, quota management, Rotations and Masking•Question Libraries, including past studies

Sampling and Deployments

•Advanced Sampling based on any previous question – allows for longitudinal based targeted surveys•HTML and text email designer and custom templates•Unlimited sample per study•External sample deployment•Invitations, reminder management

Panel Management

•Built in panel health reports and statistics•Search and Purge panelists based on filters•Customized HTML newsletter and general communication templates•Management of portal content and OBBs

Reporting/Data Management

•Real-time live reporting

•Participation, Topline, Verbatim reports and outputs

•Advanced cross-tab functionality with sig testing, RIM weighting and recoding

•Multiple output formats including SPSS

Discussion Boards

•Multi-segment communities•Private and public topics with moderation•One-on one or group communities•Photo upload abilities•Discussion Analysis tools (filters and highlighting based on quant info)


What type of research is suitable for a Community Panel?

CommunityPanel Collecting

picturesSurveys

Focus groups

Bulletin board discussions

showing audio/ video

Customerevaluation

Ideation/innovations

Monitoring trends

Consumer Sentiment/

Buzz

Concept generation/testing

Product development

Pack development

Shelf/category management

Ad creation/testing

Strategy development

Customer satisfaction/

retention


5 Reasons Why Companies Love Community Panels1. Fast and Flexible

- Collect insights quickly, always on/direct access, digestible results, quant & qual

2. Deep Profile of Customers- Longitudinal, avoid tedious duplicative q’s, go

back to people & iterate, sniff trends over time, pinpoint sample, shorter surveys

3. Engaged Participants- Insiders = less straight lining/more thought, high

response rates (avg. of 46%), customer voice

4. Bake Customer Voice into Company DNA- Bring VOC into every decision, inject research

across org, segments come to life

5. More Research for Less Money- Supplemental research at minimal extra cost,

say “yes” more, sample costs decrease with every study


thankslistening

for

Data Quality Update


Industry Data Quality Trends

A fundamental issue in contemporary market research is whether the results from

surveys using samples selected from online panels will provide reliable results

from which marketing and business decisions can be made with confidence. An

equally important and related question is whether the quality of online studies can

be raised to an acceptable level through the development and application of a set

of procedures dealing with the recruitment and management of online panels. To

this end, a number of important industry initiatives have been put in hand with the

intention of providing answers.

These initiatives include: • ARF – Foundation of Quality Initiative

– ARF Quality Enhancement Process V1.0• ESOMAR 26 Questions• RFL Data Quality Guide


ARF – Foundation of Quality Initiative

Synovate Online has participated in the ARF Initiative as a major online panel

operator. With respect to online consumer samples, the ARF FoQ Initiative

determined that among the first areas it would investigate are:

• The replication and the reliability/consistency of results across waves• The comparison of online survey results with relevant benchmarks• The degree to which duplication occurs in samples when multiple sample

sources (panels) are used• The effects of multi-panel membership on survey results• The effects of respondent motivation and engagement on survey results• The connections between proposed or commonly used metrics and data

quality • The effects of survey length on survey results and on respondent survey-

taking behavior

The initiative brought together 17 online sample providers who allowed their

panel members to participate in the study. Preliminary results were

presented at the ARF conference on April 1st, 2009.


ESOMAR 26

The ESOMAR Guide to Conducting Research on the Internet, aspublished in 2005, now contains a section with 26 reformattedquestions.

The questions were designed to help end-users discuss online access panel research methodology by creating a framework and language for dialogue with online vendors and research agencies.

Since the ESOMAR Guide was published, the growth in online researchhas been enormous. In particular there has been a large increase in thenumbers and types of online sampling sources and currently, multiplesources are frequently used to provide sample for a single project.ESOMAR therefore revised the questions to reflect current issues and toprovide an explanation of the reasons why the questions should beasked. A copy of Synovate’s answers to ESOMAR 26 is available uponrequest.


What else you should know about our panels…:

Recruiting procedures

Panel Maintenance

Frequency of use

Recruitment sources

Privacy Policy Response Rates

Quality Control “straight liners”

Incentives

These are the questions you should ask yourself when selecting a research partner for online research….

…. Synovate is proud to provide you with a copy and share with you our answers on online panel quality.

(in “normal view” : click on icon below to obtain the document)

Profile

• ESOMAR defined 25 questions on panel quality, it will answer questions on:


Synovate’s Data Quality Mark

1. Procedures and principles governing the recruitment, classificationand selection of samples of panelists using an online platform(sample quality)

2. Procedures governing the composition and reporting behavior ofonline respondents to specific research studies (quality of surveyresults)

3. Advice and assistance provided to users on the inherent strengthsand weaknesses of the online panel platform (methodologicalissues).

Synovate online is committed to providing reliable online surveyinformation to their clients through the application of a rigorousQuality assurance program. This program addresses threeaspects of Synovate’s online research offering:


Our Proprietary Consumer Panels … Augmented with access to GMI panels

GMI Panels

Synovate Panels


What types of research work best online?


Why go online and for what?

• The secret of good online research is to play to it’s strengths and not to stretch it beyond it’s usefulness just on the basis of cost as the risks for our business are disproportionate. The key benefits of online remain:- Speed (e.g. 7 days in total for sample size n=200)- Price (cheaper by 30-40% than standard research)- Interactivity- Multimedia- Longitudinal comparison- Pre profiling of respondents

• The most common studies clients go for:- Packaging test- Concept testing- Advertisement pre/post testing (TV, Radio, Printed...)- Music advertisment test- Pricing tests- Web pages tests

• Areas of our experience:- FMCG- Finance- Motoresearch- Governmental sector


Chart of types of research done most online

MaturityInfancy

Traditional Research

Online Research

Trackers

Multi-cultural(U.S)

Employee/CustomerSatisfaction

Product Testing

Omnibus

ConceptTesting(conjoint etc.)

U&A

B2B

This chart is a rough visualization of the hierarchy of suitability of various project types to online research.

Depending on the sample source, the nature of the questions and the length and complexity of the survey the viability of an online approach may vary markedly to that suggested by this chart.

Advertising & Communication

Effectiveness

About Synovate


• CAPI (Computer Assisted Personal Interview)

• CATI (Computer Assisted Telephone Interview)

• PAPI (Paper Assisted Personal Interview) • Focus Groups• In-depth interviews • Central Location Tests around Czech

Republic (Synovate CLT studio in centre of Prague)

• Online research (35,000 panel members in Czech Republic)

Our CapabilitiesOur Team

• 20 full time employees

• 4 Focus Groups and In-depth interviews moderators

• 4 Fieldwork department employees • 1 qualitative research recruiter • Censydiam certified moderators • Own network of interviewers (8

regional supervisors, more than 250 interviewers)

• Internal data processing department and 150 analytics available in regional DP centre in Sophia

Synovate Czech Republic Meteor Centre Office park „B“, Sokolovská 100/94, Prague 8

About us

Synovate, the market research arm of Aegis Group plc, generates insights to help clients drive competitive brand, product and customer experience strategies. A truly borderless company with offices in over 60 countries, our approach combines best in class global research capabilities with personalised service, local knowledge and the flexibility to create teams and processes that meet clients' specific requirements. At Synovate, our clients sit at the top of our organisational chart, driving us to continually develop more innovative research solutions that predict actual business outcomes.

We are member of:


Our reference

• AmRest s.r.o.• AmRest Coffee s.r.o.• Bauer Media v.o.s.• Billa s.r.o.• Česká spořitelna a.s.• Českomoravská stavební spořitelna a.s.• Československá obchodní banka a.s.• Emco spol. s r.o.• Ferrero Ceska s.r.o.• Fotex Česká republika s.r.o.• Globus ČR k.s. • Heineken Česká republika• HSBC Bank plc• JT International,spol. s.r.o.• KRAFT FOODS CR s.r.o.• Konica Minolta Business Solutions Czech s.r.o.

• Lactalis CZ s.r.o.• McCANN-ERICKSON PRAGUE s.r.o.• Nestlé Česko s.r.o.• Philips Česká republika s.r.o.• Pivovary Staropramen a.s.• Plzeňský Prazdroj a.s.• Provident Financial s. r. o. • Red Bull Česká republika s.r.o.• s.a. Coca-Cola Services n.v.• Sociologický ústav AV ČR, v.v.i.• ŠKODA AUTO a.s.• Telefónica O2 Czech Republic a.s.• Tesco Stores ČR a.s.• T-Mobile Czech Republic a.s.• Vitana, a.s.• Vodafone Czech Republic,a.s.


• CAPI (Computer Assisted Personal Interview)

• CATI (Computer Assisted Telephone Interview)

• PAPI (Paper Assisted Personal Interview) • Focus Groups• In-depth interviews • Central Location Tests around Slovakia

Our CapabilitiesOur Team

• 9 full time employees

• 4 Focus Groups and In-depth interviews moderators

• 2 Fieldwork department employees • Own network of interviewers (8

regional supervisors, more than 250 interviewers)

• Internal data processing department and 150 analytics available in regional DP centre in Sophia

Synovate SlovakiaDunajská 4, 811 08 Bratislava, Slovakia

About us

Synovate, the market research arm of Aegis Group plc, generates insights to help clients drive competitive brand, product and customer experience strategies. A truly borderless company with offices in over 60 countries, our approach combines best in class global research capabilities with personalised service, local knowledge and the flexibility to create teams and processes that meet clients' specific requirements. At Synovate, our clients sit at the top of our organisational chart, driving us to continually develop more innovative research solutions that predict actual business outcomes.

We are member of:


Our reference

• Heineken

• Kraft Foods

• Procter & Gamble

• Unilever

• Bongrain

• Palma

• Vitana

• Nestle

• Tchibo

• Coca Cola

• Karloff

• Imperial Tobacco

• Adidas

• Grotto

• Tesco

• Shopping Palace

• Lidl

• Kaufland

• Ikea• Kika• Hilti• Shell• Bayer• Pfizer• Gedeon Richter• Provident Financial• GE Money• ČSOB• mBank• ProfiCredit• MasterCard• Slovenská Sporiteľňa• Orange• HBO• TNT• Renault• Microsoft• Probugas• Východoslovenská energetika


Eva VeisováManaging Director CZ&SK

Phone: + 420 242 480 901Mobil: + 420 603 194 057

[email protected]

Synovate Czech RepublicMeteor Centre Office Park „B“Sokolovská 100/94186 00 Prague 8

www.synovate.skwww.synovate.cz

Questions?

Please, don’t be hesitate to contact me.


Thank you!

Our curiosity is all yours!

Online technológie, Eva Veisova (Synovate), LOTE 2011

Business

Transcript of Online technológie, Eva Veisova (Synovate), LOTE 2011