Online technológie, Eva Veisova (Synovate), LOTE 2011

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

© 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.

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

Content

• Buzztracking

• Online comunity panels

• Data Quality Update

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

building relationships
digital
in a

world


The way brands communicate has changed
Communications then Communications now

TV Broadcast Consumer Ongoing
dominant messages interaction dialogue

Guaranteed Campaign Highly Highly
reach focused targeted fragmented


There are new (better) ways to build relationships

It’s no longer about shouting the
loudest

We were the greatest marketer of the But if we are to be the best of the 21st
20th century because we were the century, it will be because we are the
loudest shouters. best
listeners.

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

the
importance
of
listening
Synovate’s approach to
delivering actionable insight
from online conversation


why
listen?


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

Online, TV,
In-store Cinema, Press,
experience Outdoor,
Radio
Customer Sponsorship
service Events & PR

USE / PLANNED
EXPERIENCE COMMS
Service
Social media
experience

Brand

relationship

Word-of- Marketing
mouth activities
COMPETITOR
INCIDENTAL ACTIVITY
COMMS
Unplanned
PR & media
coverage Strategy
Share-of-
Social media Voice


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

Communication Collaboration

Monologue
Controlled

What do people share?


buzzhelp?
tracking
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
Campaign
Brand equity
management
monitoring
& evaluation

Trend Buzz Competitive
spotting tracking intelligence

Identify
PR & crisis influencers &
management brand
evangelists


Buzz offers different insight to “traditional”
research
Research Buzz
Fieldwork
Speed Real-time
dependent
Sample sizes Small Massive
Representativity High Low
Questions We set the Consumers set
answered agenda 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 tracking
how can

deliver insight?


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


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

Nestle
terminates
supplier
contract National Reports that
news report Nestle still using
Greenpeace Facebook an alternative
protest storm supplier


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 Pizza Pizza Express is
Express is too posh no free
awesome! refills.

Pizza Express thin The only thing we find is Pizza
pizza is yummy lots Express are stingy on the
of veggies! toppings and without cheese
they really don't fill you up.

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.


how does
buzz tracking
work?

Synovate’s 5 stage approach

Monitor & Take
Listen Identify Predict
action!
understand


buzz
matters!

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!

Europe: Asia:
475m (58%) 825m (22%)

NAm:
266m
(77%)
Oceania:
21m (61%)

Africa: Middle
LatAm:
111m East: 63m
205m (35%)
(11%) (30%)
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”

Australia Brazil China India Netherlands Spain UK USA

Source: Synovate In:Fact study (December 2009)


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


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
Respondent • Multimedia Platform
• Project Management
• Advanced Analytics Engagement/ • Custom Portals
• Reporting Deep Data • Panel Administration
• Survey Development and Research Collection • Panelist profiling
Programming Expertise (Platform/Software) • Sampling Administration /
management
•
•
Data Capture and integration
Data Quality
3 1 • Data Collection/Storage
• Local teams knowing your • Reporting and Data
Processing tools
business and issues – not 2
just programmers
Ongoing
Panel and
Recruit
Management
• Panel Recruitment
• Panel Quality
• Panel Maintenance
• Panel Profiling
• Sample Selection
• Retention/Rewards

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:

Panel Survey Sampling and Discussion Reporting/Data
Management Authoring Deployments Boards Management

•Built in panel health •Advanced Sampling •Multi-segment • Real-time live
reports and statistics •Visual Questions based on any communities reporting
•Search and Purge (Card Sort, Magnetic previous question – •Private and public • Participation,
panelists based on boards, Highlighter, allows for longitudinal topics with Topline, Verbatim
filters Page Turner, based targeted moderation reports and outputs
•Customized HTML Allocation Sliders) surveys •One-on one or group • Advanced cross-tab
newsletter and •Advanced scripting •HTML and text email communities functionality with sig
general including piping, designer and custom •Photo upload testing, RIM
communication Branching, quota templates abilities weighting and
templates management, •Unlimited sample •Discussion Analysis recoding
•Management of Rotations and per study tools (filters and • Multiple output
portal content and Masking •External sample highlighting based on formats including
OBBs •Question Libraries, deployment quant info) SPSS
including past studies •Invitations, reminder
management

What type of research is suitable for a
Community Panel?
Ideation/
innovations
Monitoring
Concept generation/
trends
testing
Customer Bulletin board
Consumer evaluation discussions
Sentiment/ Product
Buzz development

Community
Surveys Panel Collecting
pictures
Pack
development
Customer
satisfaction/ showing
Focus groups
retention audio/ video

Shelf/category
management
Strategy
Ad creation/
development
testing


5 Reasons Why Companies Love
Community Panels
1. 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


thanks
for
listening


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, as
published in 2005, now contains a section with 26 reformatted
questions.

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 research
has been enormous. In particular there has been a large increase in the
numbers and types of online sampling sources and currently, multiple
sources are frequently used to provide sample for a single project.
ESOMAR therefore revised the questions to reflect current issues and to
provide an explanation of the reasons why the questions should be
asked. A copy of Synovate’s answers to ESOMAR 26 is available upon
request.


What else you should know about our
panels…:

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

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

Privacy Policy …. Synovate is proud to provide
Response Rates you with a copy and share with
you our answers on online panel
Incentives quality.

Frequency of use (in “normal view” : click on
icon below to obtain the
Quality Control document)
“straight liners”

Profile Panel
Maintenance

Synovate’s Data Quality Mark

Synovate online is committed to providing reliable online survey
information to their clients through the application of a rigorous
Quality assurance program. This program addresses three
aspects of Synovate’s online research offering:

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

2. Procedures governing the composition and reporting behavior of
online respondents to specific research studies (quality of survey
results)

3. Advice and assistance provided to users on the inherent strengths
and weaknesses of the online panel platform (methodological
issues).


Our Proprietary Consumer Panels
… Augmented with access to GMI panels

• Synovate is committed to continuing the development of proprietary
panels in strategic markets: recruited, managed and maintained by
Synovate ViewsNet.

• The exclusive partnership with GMI offers us global coverage and
access to more than 7 million consumers globally.

This gives us competitive leadership in the
online business: We can offer access to
these panellists at an exceptional discount
over market rates.

Our Proprietary Consumer Panels
… Augmented with access to GMI panels

Synovate Panels
GMI 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
This chart is a rough visualization of the Online Research
hierarchy of suitability of various project
types to online research. Product
Testing
Concept
Testing
Depending on the sample source, the Advertising &
(conjoint
nature of the questions and the length Communication
etc.)
and complexity of the survey the viability Effectiveness
of an online approach may vary
markedly to that suggested by this chart.
U&A
Employee/
Trackers
Customer
Satisfaction

Infancy Omnibus
Maturity
B2B

Multi-cultural
(U.S)

Traditional Research

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 Our Team Our Capabilities
research capabilities with
personalised service, local • 20 full time employees • CAPI (Computer Assisted Personal
knowledge and the flexibility to • 4 Focus Groups and In-depth Interview)
create teams and processes that interviews moderators • CATI (Computer Assisted Telephone
meet clients' specific • 4 Fieldwork department employees Interview)
requirements. At Synovate, our • • PAPI (Paper Assisted Personal Interview)
1 qualitative research recruiter
clients sit at the top of our
• Censydiam certified moderators • Focus Groups
organisational chart, driving us to
continually develop more • Own network of interviewers (8 • In-depth interviews
innovative research solutions regional supervisors, more than 250 • Central Location Tests around Czech
that predict actual business interviewers) Republic (Synovate CLT studio in centre o
outcomes. • Internal data processing department Prague)
and 150 analytics available in • Online research (35,000 panel members i
We are member of: regional DP centre in Sophia Czech Republic)


Our reference

• AmRest s.r.o. • Lactalis CZ s.r.o.
• AmRest Coffee s.r.o. • McCANN-ERICKSON PRAGUE s.r.o.
• Bauer Media v.o.s. • Nestlé Česko s.r.o.
• Billa s.r.o. • Philips Česká republika s.r.o.
• Česká spořitelna a.s. • Pivovary Staropramen a.s.
• Českomoravská stavební spořitelna a.s. • Plzeňský Prazdroj a.s.
• Československá obchodní banka a.s. • Provident Financial s. r. o.
• Emco spol. s r.o. • Red Bull Česká republika s.r.o.
• Ferrero Ceska s.r.o. • s.a. Coca-Cola Services n.v.
• Fotex Česká republika s.r.o. • Sociologický ústav AV ČR, v.v.i.
• Globus ČR k.s. • ŠKODA AUTO a.s.
• Heineken Česká republika • Telefónica O2 Czech Republic a.s.
• HSBC Bank plc • Tesco Stores ČR a.s.
• JT International,spol. s.r.o. • T-Mobile Czech Republic a.s.
• KRAFT FOODS CR s.r.o. • Vitana, a.s.
• Konica Minolta Business Solutions Czech s.r.o. • Vodafone Czech Republic,a.s.


Synovate Slovakia
Dunajská 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 Our Team Our Capabilities
countries, our approach
combines best in class global • 9 full time employees • CAPI (Computer Assisted Personal
research capabilities with • 4 Focus Groups and In-depth Interview)
personalised service, local interviews moderators • CATI (Computer Assisted Telephone
knowledge and the flexibility to • 2 Fieldwork department employees Interview)
create teams and processes that • Own network of interviewers (8 • PAPI (Paper Assisted Personal Interview)
meet clients' specific regional supervisors, more than 250 • Focus Groups
requirements. At Synovate, our interviewers) • In-depth interviews
clients sit at the top of our • Internal data processing department • Central Location Tests around Slovakia
organisational chart, driving us to and 150 analytics available in
continually develop more regional DP centre in Sophia
innovative research solutions
that predict actual business We are member of:
outcomes.


Our reference

• Heineken • Ikea
• • Kika
Kraft Foods
• Hilti
• Procter & Gamble • Shell
• Unilever • Bayer
• Bongrain • Pfizer
• Palma • Gedeon Richter
• • Provident Financial
Vitana
• GE Money
• Nestle • ČSOB
• Tchibo • mBank
• Coca Cola • ProfiCredit
• Karloff • MasterCard
• • Slovenská Sporiteľňa
Imperial Tobacco
• Orange
• Adidas • HBO
• Grotto • TNT
• Tesco • Renault
• Shopping Palace • Microsoft
• • Probugas
Lidl
• Východoslovenská energetika
• Kaufland


Questions?
Please, don’t be hesitate to contact me.

Eva Veisová
Managing Director CZ&SK

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

eva.veisova@synovate.com

Synovate Czech Republic
Meteor Centre Office Park „B“
Sokolovská 100/94
186 00 Prague 8

www.synovate.sk
www.synovate.cz


Thank you!

Our curiosity is all yours!


Online technológie, Eva Veisova (Synovate), LOTE 2011

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