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Delvinia’s Approach to Market Research and 10 Ways Market Researchers can  Tap into Social Media Platforms Sept 16, 2010
Let me first tell you about Delvinia
Online Research Community  160,000+ Canadians 300+ profiling variables Digital Design Data Collection  Analytics + Insight
ABOUT DELVINIA Design + Data
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Digital Experiences Data Collection ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Analytics & Insight ,[object Object],[object Object],[object Object],[object Object],[object Object],ABOUT DELVINIA Our Capabilities
1998 1999 2002 2001 2000 2005 2004 2003 2006 2007 2008 2009 2010 ABOUT DELVINIA Our Experience Interactive Data Collection
ABOUT DELVINIA Innovation & Thought Leadership White Papers Platform Experimentation Workshops & Presentations Technology Applications Data Products
ABOUT DELVINIA Giving Back FedEx Days Great ideas, delivered overnight Groups of 3 - 4 people Begin Thursday @ 2:00pm To develop anything they want As long as it’s done Friday @ 2:00pm Presentations start @ 3:00. Brainstorm and present ideas to assist The Canadian Testicular Cancer Association (TCTCA) increase awareness of testicular cancer.  Are you Man Enough? Vote Vote Vote Share: Take the Oath:: Who do you think is man enough to talk about testicular cancer?  CUSTOMER INSIGHT People don’t think it’s something that can be discussed openly…or needs to be discussed at all. Oath to My Nuts
WE CREATE INSIGHT  DRIVEN MEANINGFUL  DIGITAL CUSTOMER EXPERIENCES™ CLIENTS , EMPLOYEES, USERS, PARTNERS, VENDORS. ABOUT DELVINIA Customer Focused YOUR DIGITAL AUDIENCE.
Digital Strategy ABOUT DELVINIA Strategic Approach Digital Tactics Website Mobile App Social  Media eCRM Corporate Objectives Corporate Readiness Communication  Priorities Digital Behaviour Customer Profiles Goals  & Needs
Self Reported Actual Social Monitoring  ABOUT DELVINIA Ongoing Monitoring
Our Most Scalable Asset
130,000 + Canadian members Over 200 variables per member Average survey response rate is over 50% Test creative Determine digital behaviour Technology used & frequency Understand specific wants/needs User experience testing Validate program strategy Target Online activities/Technology users Specialized Industry Professionals Predicted proportions within residential postal code.  Panel Profile  Capabilities Actual Behaviour Social Self  Reported Delvinia INSIGHT
Canadian Studies From Sample Only to Full Service Confectionary Study Canadian IT Study Hard to Reach Audiences
Global Studies Recruited C-Level Executives from over 15 countries Collected 1500 completed surveys with an incidence of 0.06% Completed study in 4 weeks Premium Hotel Study Four Seasons
Custom Panel Management Developed Signup Website  as part of a Web 2.0 Research Strategy Avid Readers Panel Random House Canada
Innovative Flash Applications Use of Flash programming to enhance survey experience Word Sort & Card Sort Shelf Impact Word Sort Module Shelf Impact
Enhanced Experience and Real-Time Reporting Survey integrated in online experience with real-time reporting portal ClickwithMarkham.ca Online Public Consultation Process Town of Markham
Advertising Effectiveness Online advertising testing with secure video delivery through the AskingMedia™ technology platform available in multiple languages Synovate AdCheck™ Grey Power Insurance
Benchmarking and Tracking Studies tracking trends as well as initial theories gained on product to be tracked
Other Examples ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Delvinia Digital Mosaic:  Digital Segmentation Tool
The Delvinia Digital MOSAIC Segments A Loaded & Overloaded Families B Western Prosperous & Practical C Young Technophile Families D Dot Conservative Families E Urban French Unplugged F Multicultural Cyber Socials G Young City Clickers H Social-e-Inclined Families I Rural Ontario Low Techs J E-tired Empty Nesters K Single Metrotechs L Semi-Wired on the Prairies M Rural Quebec Not Coms N Ethnic Tech-Enthusiasts O Mature East Coast Surfers P Small Town Digital Dreamers Q Mature and Net Neutral R Young Aspiring Social Surfers S Mature Small Town Techno Pas T Young Quebec Tech-Novices
Our Approach - The Delvinia Digital MOSAIC Ownership Social Usage F R O H P E S T M I J L B A D Q C K G N A segmentation  of the Canadian population based on peoples’  OWNERSHIP   and  USAGE  of technologies,  in addition to their demographics and life stage.
 
[object Object],[object Object],[object Object],[object Object],[object Object],Introduction
10 examples of how market researchers can interact with consumers using social networking sites and tools
1. Crowdsourcing & Ideagoras ,[object Object],[object Object],[object Object]
 
2. Survey Tools on Social Networks ,[object Object],[object Object],[object Object]
3. Virtual Rewards ,[object Object],[object Object],[object Object]
4. Universal Social IDs ,[object Object],[object Object],[object Object]
5. Social Media Monitoring ,[object Object],[object Object],[object Object],[object Object]
6. Real Open-End Video Responses ,[object Object],[object Object],[object Object]
7. Niche Social Networks ,[object Object],[object Object],[object Object]
 
8. Location-Based Surveys ,[object Object],[object Object],[object Object],[object Object]
9. Experiential Data Collection ,[object Object],[object Object],[object Object],[object Object]
10. Augmented Reality ,[object Object],[object Object],[object Object]
 
Summary Summary ,[object Object],[object Object]
Thank You! Thank You Adam Froman,  CEO [email_address] 416.364.1455 ext 222 Follow me on twitter @adamfroman Linked in:  Linkedin.com/in/adamfroman
Photo Credits 2.  Facebook 5.  Binoculars 7.  Augmented Reality 8. gg 9.  Location-Based Survey

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10 Ways Market Researchers can Tap into Social Media Platforms

  • 1. Delvinia’s Approach to Market Research and 10 Ways Market Researchers can Tap into Social Media Platforms Sept 16, 2010
  • 2. Let me first tell you about Delvinia
  • 3. Online Research Community 160,000+ Canadians 300+ profiling variables Digital Design Data Collection Analytics + Insight
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  • 6. 1998 1999 2002 2001 2000 2005 2004 2003 2006 2007 2008 2009 2010 ABOUT DELVINIA Our Experience Interactive Data Collection
  • 7. ABOUT DELVINIA Innovation & Thought Leadership White Papers Platform Experimentation Workshops & Presentations Technology Applications Data Products
  • 8. ABOUT DELVINIA Giving Back FedEx Days Great ideas, delivered overnight Groups of 3 - 4 people Begin Thursday @ 2:00pm To develop anything they want As long as it’s done Friday @ 2:00pm Presentations start @ 3:00. Brainstorm and present ideas to assist The Canadian Testicular Cancer Association (TCTCA) increase awareness of testicular cancer. Are you Man Enough? Vote Vote Vote Share: Take the Oath:: Who do you think is man enough to talk about testicular cancer? CUSTOMER INSIGHT People don’t think it’s something that can be discussed openly…or needs to be discussed at all. Oath to My Nuts
  • 9. WE CREATE INSIGHT DRIVEN MEANINGFUL DIGITAL CUSTOMER EXPERIENCES™ CLIENTS , EMPLOYEES, USERS, PARTNERS, VENDORS. ABOUT DELVINIA Customer Focused YOUR DIGITAL AUDIENCE.
  • 10. Digital Strategy ABOUT DELVINIA Strategic Approach Digital Tactics Website Mobile App Social Media eCRM Corporate Objectives Corporate Readiness Communication Priorities Digital Behaviour Customer Profiles Goals & Needs
  • 11. Self Reported Actual Social Monitoring ABOUT DELVINIA Ongoing Monitoring
  • 13. 130,000 + Canadian members Over 200 variables per member Average survey response rate is over 50% Test creative Determine digital behaviour Technology used & frequency Understand specific wants/needs User experience testing Validate program strategy Target Online activities/Technology users Specialized Industry Professionals Predicted proportions within residential postal code. Panel Profile Capabilities Actual Behaviour Social Self Reported Delvinia INSIGHT
  • 14. Canadian Studies From Sample Only to Full Service Confectionary Study Canadian IT Study Hard to Reach Audiences
  • 15. Global Studies Recruited C-Level Executives from over 15 countries Collected 1500 completed surveys with an incidence of 0.06% Completed study in 4 weeks Premium Hotel Study Four Seasons
  • 16. Custom Panel Management Developed Signup Website as part of a Web 2.0 Research Strategy Avid Readers Panel Random House Canada
  • 17. Innovative Flash Applications Use of Flash programming to enhance survey experience Word Sort & Card Sort Shelf Impact Word Sort Module Shelf Impact
  • 18. Enhanced Experience and Real-Time Reporting Survey integrated in online experience with real-time reporting portal ClickwithMarkham.ca Online Public Consultation Process Town of Markham
  • 19. Advertising Effectiveness Online advertising testing with secure video delivery through the AskingMedia™ technology platform available in multiple languages Synovate AdCheck™ Grey Power Insurance
  • 20. Benchmarking and Tracking Studies tracking trends as well as initial theories gained on product to be tracked
  • 21.
  • 22. Delvinia Digital Mosaic: Digital Segmentation Tool
  • 23. The Delvinia Digital MOSAIC Segments A Loaded & Overloaded Families B Western Prosperous & Practical C Young Technophile Families D Dot Conservative Families E Urban French Unplugged F Multicultural Cyber Socials G Young City Clickers H Social-e-Inclined Families I Rural Ontario Low Techs J E-tired Empty Nesters K Single Metrotechs L Semi-Wired on the Prairies M Rural Quebec Not Coms N Ethnic Tech-Enthusiasts O Mature East Coast Surfers P Small Town Digital Dreamers Q Mature and Net Neutral R Young Aspiring Social Surfers S Mature Small Town Techno Pas T Young Quebec Tech-Novices
  • 24. Our Approach - The Delvinia Digital MOSAIC Ownership Social Usage F R O H P E S T M I J L B A D Q C K G N A segmentation of the Canadian population based on peoples’ OWNERSHIP and USAGE of technologies, in addition to their demographics and life stage.
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  • 27. 10 examples of how market researchers can interact with consumers using social networking sites and tools
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  • 42. Thank You! Thank You Adam Froman, CEO [email_address] 416.364.1455 ext 222 Follow me on twitter @adamfroman Linked in: Linkedin.com/in/adamfroman
  • 43. Photo Credits 2. Facebook 5. Binoculars 7. Augmented Reality 8. gg 9. Location-Based Survey