Toluna QuickSurveys - case studies from Sony Music and Econsultancy
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Agenda5:30pm - Democratisation of research, Mark Simon, Leader Global Technology Practice, Toluna
5:45pm - QuickSurveys demo
6:00pm - Digital Marketing Case Study – Linus Gregoriadis, Research Director, Econsultancy
6:20pm - Research Usage – Hailey Lanward, Research Manager, Loudhouse Research
6:40pm - End client case study – Justin Cohen, Planning & Insight Consultant, Sony Music
7:00pm - Q&A, drinks and networking
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LONDON | PARIS | FRANKFURT | AMSTERDAM | NEW YORK | SEATTLE | DALLAS | HAIFA | SYDNEY WILTON | GURGAON | MUNICH | LOS ANGELES | ANDOVER | TOKYO | TIMISOARA | TORONTO LONDON | PARIS | FRANKFURT | AMSTERDAM | NEW YORK | SEATTLE | DALLAS | HAIFA | SYDNEY
WILTON | GURGAON | MUNICH | LOS ANGELES | ANDOVER | TOKYO | TIMISOARA | TORONTO
The Research Revolution Starts Here!8th June 2011Mark Simon, Leader, Global Technology Practice, Toluna
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We know online behaviours are changing
Infographic from Flowtown‘My Mom is on Facebook?’
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Survey-taking behaviours changing too!
Why are response rates to surveys declining?– Email overload– Untargeted, poorly designed and lengthy q’aires– Limited time / attention
Monetary incentives not the solution...– Data quality– People always looking for the next best offer – Social rewards make big sites work: Wikipedia?– Financial vs. social rewards– ‘I made a difference’ NOT - ‘I got paid’– Give respondents a seat at decision-making table
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Diverse Research Marketplace Questions vs. Answers
Answers
Questions
Social Communities
Technology
Tools for asking Questions
Services for delivering Answers
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Value
Structured
Unstructured
Social (Unmanaged)
Panel (Managed)
Who are the top Social Media gurus?
How can we develop our back catalogue?
How can we help customers buy online?
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Democratising Research: Harnessing Social MediaToluna QuickSurveys
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Social Media to drive new research toolsHarnessing toluna.com community traffic
Context– 4m-strong community loves to vote & share opinions – Brands & agencies need faster, more agile MR solutionsAims
– Challenge low industry response rates and panel recruitment– Increase engagement with members– Grow research market - low cost, fast, sharable solution for
brands, PR agencies, SMEs, charitiesMember engagement conceptsRicher member portraits
ALL the above allowed us to target surveys
with a much higher level of precision
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10,000 members in 1 country in 2003 to...4m members in 34 countries in 2011
“Do you Recycle to feel less guilty
about the environment?”
“Do you do your weekly food shop
online?”
“Will you buy the new iPad?
“Smokers, thinking about quitting, if so
how?”
March 2009 7,288,603 votes by members
Jan 2011 1 million votes daily
Toluna.com: the resultsCreating community, not just membership
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Fast Easy Cost-effective
Hello
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What QuickSurveys isn’t
› Heavy, fully-loaded› Something you need a driver for› High priced› Suitable for big guns› Refined – an old practice improved› Smooth sail in a direct line
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What QuickSurveys is
› Fast, smart, young, agile› Something you will want to drive› Affordable – great value for money› Compact, easy to use, almost Spartan› Innovative – old practice reinvented› You can tackle corners with it
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The market demands itWhy we need it
Brands & End clients
PR Ad Agencies
Media Planning
Digital Agencies
MR Agencies
SME/Edu /
Charities
Speed
Cost
Some needs are basic
Omnibus Alternative
Pitch Support
Use for free
Re-sell data
Incidence Check
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LONDON | PARIS | FRANKFURT | AMSTERDAM | NEW YORK | SEATTLE | DALLAS | HAIFA | SYDNEY WILTON | GURGAON | MUNICH | LOS ANGELES | ANDOVER | TOKYO | TIMISOARA | TORONTO
Let’s take a look
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LONDON | PARIS | FRANKFURT | AMSTERDAM | NEW YORK | SEATTLE | DALLAS | HAIFA | SYDNEY WILTON | GURGAON | MUNICH | LOS ANGELES | ANDOVER | TOKYO | TIMISOARA | TORONTO
Case Studies
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Linus GregoriadisResearch Director, [email protected]
Econsultancy case study
How we use QuickSurveys
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About Econsultancy A publisher.
A research house.
A training company.
An online resource.
A community of online marketing professionals.
We write reports, run training and events related to best practice digital marketing.
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Our reports and content:
The Econsultancy blog (one of the leading marketing blogs on the internet)
Survey reports
Best practice guides
Trends and innovation briefings
Smartpacks
Printed magazine (JUMP)
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QuickSurveys on the Econsultancy blog
Christmas delivery survey
Survey of 2,000 respondents
UK consumers
Related to online purchases over Christmas
http://econsultancy.com/blog/7039-christmas-delivery-nearly-a-quarter-of-orders-were-late
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1. Did you order any goods online in December?
2. Did retailers advise you of possible weather-related delays before you placed your order?
3. Did your goods arrive on time?
4. If the order was late, how many days late was it?
5. If a retailer failed to deliver on time, would you shop with them again?
Questions in the Christmas survey
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Supermarket survey
Looked at consumers' online grocery shopping habits
http://econsultancy.com/blog/7101-tesco-has-the-best-supermarket-website-survey
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Online travel survey
http://econsultancy.com/blog/7134-what-do-customers-want-from-travel-websites http://econsultancy.com/blog/7136-why-do-people-follow-brands-on-facebook
Facebook and brands Other surveys on the blog
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http://econsultancy.com/blog/7209-more-than-half-of-consumers-buy-books-online-survey
Buying books online
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http://econsultancy.com/blog/7278-china-is-the-east-the-new-west-for-e-commerce
International research Looking at e-commerce in China
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QuickSurveys for Econsultancy reports
Social gaming smart pack
Survey of 2,000 respondents
UK consumers
Trends in social gaming and use of gaming products
Over 2000 downloads to datehttp://econsultancy.com/reports/social-gaming-report
http://econsultancy.com/blog/7022-social-gaming-trends-for-2011
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Social gaming smart packStats also used in press release
http://econsultancy.com/press-releases/5359-new-report-a-fifth-of-consumers-playing-social-games-online
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1. Do you play social games online?
2. Typically, how often do you play social games?
3. Do you typically play social games on social networking sites?
4. Which of the following social networking sites do you typically use to play games?
5. Have you ever paid to play a game online, or paid for virtual goods or currency, using real money?
Questions in the social gaming survey
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JUMP magazine - Multichannel retail survey
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Key points:
Main benefits of Toluna QuickSurveys
• B2C data (to complement our own B2B data)
• Speed- Ability to go live and collect data quickly.- Normally 24 hours to get results.
• International.- Able to compare results
• New features- Open-ended questions. - Can add images and video to questions.
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Case Study:
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What we are trying to achieve with Toluna
- Fast turn around: Days rather than weeks
- Cost effective way of surveying consumers- Test songs and videos- Plan back catalogue releases- Fast insight turnaround on short-deadline projects- Determine the feasibility of new products
- Ability to set quotas (Age & Gender) -Understanding our target market for certain products.
- Multi-Territory surveys in native languages
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How have we used Toluna in the past?Case Study – Sony Music
Pre-Campaign
-Elvis Duets (International)- Targeting- Song Selection- Artist collaborations- Strongest potential territories
Market Success
- Lullaby Kids (UK)- Consumer’s opinions- Propensity to buy- Segmented targeting- Insight to instant returns
Filling the Gaps
- Media Channels & Song Testing (Australia)- Sony Music segments and Australian Newspapers- Song testing- Effective and simple
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Moving Forward – Products and Services
Toluna QuickSurveys2.0- Self service- Qualitative insights- Source data- Automated reports- Mapping our segments- Set age and gender targets- Cross tabbing questions- Embedded multimedia
Online Communities- Fast quant turnaround - Branded environment - Online qualitative insight- Sharing surveys & reports
Channels- Artist communities-Collaboration in key
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Toluna QuickSurveys2.0Case Study – Willow Smith
What’s possible: - Combination of Quantitative and Qualitative data- Tag clouds to find themes with ease- Embedded multimedia- Automated reports: Excel, PowerPoint & PDF
How we used it:- Objective: Is she for kids, adults or both?- Image Selection & Reasoning- Opinions about Willow- Video and Song Rating- How consumer heard about Willow
Favourite Image
Video Rating
“It makes her look more energetic & fun.”
2000 Respondents, 2 Territories, 2 Days
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LONDON | PARIS | FRANKFURT | AMSTERDAM | NEW YORK | SEATTLE | DALLAS | HAIFA | SYDNEY WILTON | GURGAON | MUNICH | LOS ANGELES | ANDOVER | TOKYO | TIMISOARA | TORONTO
Thank you for your timeAny questions?
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What’s coming?
Feasibility toolGrid questionsMore countries TemplatesReseller / white label toolkitUser communityAnd more....
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Your QuickSurvey resources
Tolunaquick.com– Top tips– Video– Tutorial– Case studies– FAQ
Social media assets
Email: [email protected]
Twitter: @tolunaquick
Facebook: facebook.com/tolunaquick
YouTube: youtube.com/tolunaquick
Slideshare: slideshare.net/tolunaquick
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