Attitudinal. Behavioral. Conversational.A collection of case studies.

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Tracker ABCs

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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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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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Tracker ABCs

Data Streams and Layering

Benefits and Value Proposition

Attitudinal Case Studies

Behavioral Case Study

Conversational Case Study

Q&A

Today’s Agenda

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Tracker ABCs

Data Streams

Attitudinal Data

Online Surveys

Mobile Surveys

Hybrid Research

Behavioral Data

Online Meters

Mobile Meters

Conversational Data

Social Comments

Sentiment Scores

Attitudinal

ConversationalBehavioral

Data Epicenter

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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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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.

The Solution: Blend RiverSelect and the e-Rewards Panel to increase the sample universe. Run simultaneous, replicate studies and model the data differences. Build a data adjustment scheme to support future year reporting.

The Outcome: Modeling showed an increase in scores of +3-5 percentage points for the new sample across all demographics. Differences were significant at a 95% confidence interval, so an adjustment was made to prior year scores to sustain trending. Data remained stable in future months, with changes in scores directly attributable to marketplace events.

Question A

Question B

Question C

Question D

Question E

Question F

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Sample B Sample A

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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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Tracker ABCs

Attitudinal Tracking: Mobile

The Case: Moviegoers Tracker

The Challenge: Reduce recall error and increase reliabilityof data by surveying moviegoers closer to the event.

The Solution: Utilize RN Mobile geo-fencing capabilities, a mobile-friendly survey, and automatic triggers to identifyrecent 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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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 voiceof the customer comments about the brand, word on the street insights, and service/purchase experiences.

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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 elementswe also able to be delivered.

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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…

1. Waiving food payment: Notable instances of staff waiving the payment for food where they consider a customer has been waiting too long.

2. Positive associations with Christianity: Chick-fil-A is an overtly Christian 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.

3. Service footprint extends beyond the 4 walls of the store: Noted examples include employees taking orders outside the store, handing orders from the service window to the car window, and marshalling cars in busy car parks.

4. Exceptional politeness of the staff: Large number of mentions relating to the politeness, cheerfulness and overall positive attitudes of the employees.

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. Ja

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Tracker ABCs

Imagine the Possibilities

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Tracker ABCs

The integration of these capabilities provides unique potential for achieving holistic data collection

Data sources include:

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.

Being discussed at the CASRO Online conference in March 2013.

We hope to see you there!#RNwebinars

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Thank you!

For more information:

Melanie Courtrightmcourtright@researchnow.com

info@researchnow.com

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