This document describes how a mixed-mode approach to social media research was used to gain insights about the Chick-fil-A brand in just one day. Unprompted social media comments were analyzed to identify themes about the brand's politeness, service footprint, and associations with Christianity. A fast survey confirmed and quantified these themes. Additional surveys analyzed perceptions of the brand's friendliness and experiences with others "paying it forward" orders. Insights showed that while friendliness is highly valued, wait times, location, price and menu variety could be improved. The summary recommends addressing prices and wait times, trialing lower cost options, and continuing initiatives that drive satisfaction like friendliness and cleanliness.

1. A day of social media insights
Can a mixed mode approach to social media research
power consumer insight?
Michael Mayers
Vice President, Business Development

2. About Conversition
Conversition is a social media research data provider
• Founded in 2009 by senior managers from IPSOS and NPD Group
• Acquired in May 2011, part of the e-Rewards, Inc. group of companies
• Social media research data provider focussed exclusively on the needs of the agency-
and corporate market researcher
• Advocates a mixed-mode “listening & asking” approach to social media research
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3. The research challenge
Taking a consumer-driven approach to brand research
• Focus on a brand which I had never heard of...
• ...in just one day to complete study design, fieldwork, and analysis!...
• ...using only social media-driven research...
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4. The methodology...
Relevant
Authentic
• Structure & codification
Listen • Exploration & discovery
• Hypothesis generation
• Dimensionalize
Ask • Confirm
• Validate
• Meaningful
• Validated
• Actionable
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5. The brand of which I had never heard...
“Just what is Chick-fil-A doing so very
right, and is there room for improvement?”
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6. 9:00am 10:30am 11:15am 1:30pm 4:00pm 6:30pm
The Chick-fil-A mission: To be America’s best Quick-Serve Restaurant
Chick-fil-A annual sales ($Billions)
4.05
3.58
3.22
2.00
2006 2009 2010 2011
6 Source: Chick-fil-A website and filings

7. 9:00am 10:30am 11:15am 1:30pm 4:00pm 6:30pm
Listen to unsolicited customer comments, codify findings
Politeness of staff Broad service footprint
Chick-fil-A has the best
employee standing outside the drive thru
employees. It's so nice to
window to hand your food to you so you
hear "my pleasure!”.
don't have to lean out!
Waiving food payment Associations with Christianity
Went to chick-fil-a today
LOVE that they offer church services
drive thru, cashier said I
for employees. #JesusSaves
had waited to long. Gave
me my order for free
Pull up to the window at
Chick fil A , cashier said
car in front paid for your
order.
Paying it forward
Source: Conversition “EvoListen” social media consumer verbatims from period 1 Jan – 31 Dec 2011.
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8. 9:00am 10:30am 11:15am 1:30pm 4:00pm 6:30pm
Confirm and quantify themes with fast survey to inform subsequent study design
Thinking about the Chick-fil-A chain of restaurants, what aspect of the customer
experience do you most value?
Friendliness of the staff 31
I don't know or have no opinion on Chick-fil-A
restaurants 21
New menu options (for example, Banana Pudding
Milkshake) 14 Staff friendliness is the
most valued component of
Promotions like free breakfast Thursday 13 the Chick-fil-A experience
The brand's strong association with Christianity 10
Service that extends beyond the restaurant (for
example, car park attendants) 6
Other 5
Source: Conversition survey using Crowdvi.be fielded March 3, 2012 (n=100). Response time = 7 mins.
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9. 9:00am 10:30am 11:15am 1:30pm 4:00pm 6:30pm
Drop data into analytical framework, analyze results
Help out Greet
[They] offer to help bring my
tray to the table when I have They greet…and genuinely seem to
my hands full with my children appreciate their customers
Know the regulars Smile
Friendliness the
There is one lady Chick-fil-A way
that…always remembers I appreciate the genuine smiles
my children, and their
sports
They are very talkative
and sweet…I enjoy a
bit of conversation
Talk
Source: Conversition survey using SurveyTool fielded March 3, 2012 amongst respondents who most valued
“Friendliness of the staff” (n=363).
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10. 9:00am 10:30am 11:15am 1:30pm 4:00pm 6:30pm
Drop data into analytical framework, analyze results
“Paying it forward” is a meaningful phenomenon and
worthy of further investigation...
14% had experienced someone else “paying it forward” to them
22% had “paid it forward” to someone else
...are Chick-fil-A customers more charitable than other
category users?
Source: Conversition survey using SurveyTool fielded March 3, 2012 amongst respondents who had visited
Chick-fil-A within the previous 3 months (n=1,020).
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11. 9:00am 10:30am 11:15am 1:30pm 4:00pm 6:30pm
Drop data into analytical framework, analyze results
So is Chick-fil-A doing EVERYTHING right?:
Category attribute stated importance versus Chick-fil-A satisfaction
Hi Cleanliness of
Price restaurant
Time spent in
Importance (QSR category)
line
Friendliness of
Location Range of menu employees
items
Availability of
Wait times, location, and
parking price perceptions are areas
Opening hours of concern for the brand:
Satisfaction is relatively low
Table service for these important category
attributes
Lo Satisfaction (Chick-fil-A) Hi
Source: Conversition survey using SurveyTool fielded March 3, 2012 amongst respondents who had visited
11 Chick-fil-A within the previous 3 months (n=1,020).

12. 9:00am 10:30am 11:15am 1:30pm 4:00pm 6:30pm
Drop data into analytical framework, analyze results
Recent 2012 price increase has not been well received...
When did Chick-Fil-A get so
expensive? A 12 piece
chicken nugget meal was
Chick fil A has almost $8!
I dont like Chick-Fil-A
went up on there cause their small ass
Just tries this whole Chick- portions of food dont
prices!!! Smh!!!! fil-a "thing." While good, feel you up and the
the hype left it Very PRICES TOO DAMN HIGH
underwhelming. And
DANG IT!!!!!! exuberantly overpriced..
Chick-fil-a prices
went up!!!!! The Chick-Fil-A is
world is ending. super slow, super overpriced
expensive.. But there's garbage.
nothing like chick fil a in
the morning
...is pricing out of kilter with both their category and the economic
reality faced by customers?
12 Source: Conversition “EvoListen” social media consumer verbatims from period 1 Jan – 31 Jan 2012.

13. 9:00am 10:30am 11:15am 1:30pm 4:00pm 6:30pm
Example summary and recommendations
Chick-fil-A enjoys market-beating goodwill with React to demand on a case-by-case basis and
a loyal customer base, but wait times are gain local depth / category share of
becoming noteworthy… requirements with new restaurant openings
Trial menu items that address customers who
…and the prices are beginning to bite…
want lower priced options
…though “bonus” events such as free meals (If not done so already) issue guidance to
create goodwill and fit into an emerging trend restaurants on trigger occasions for free food
of “paying it forward”… orders
…and the range of menu items, friendliness of Continue with menu development program,
staff, and cleanliness of restaurants continue to reward service scores, and ensure restaurant
be major satisfaction drivers. upgrades remain a priority
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14. Why use integrated social media research?
This methodology exploits the strengths of passive social media listening with traditional
survey techniques to quickly and cost-effectively deliver meaningful, substantiated,
actionable consumer insights
• Listen first: Take a consumer-driven approach to your research. Listen to what
brand stakeholders have to say.
• Flexible, relevant, real-time research: With no trade off in quality or actionability.
• Cost effective: Exploit the cost advantages of social media-based research
channels.
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15. Q&A
For more information email us at:
hello@conversition.com