Harnessing social media to revolutionise market research. In this session, Mark Simon, Head of the Technology Practice at Toluna, demonstrated how the explosion in social media is opening up market research to a new breed of users, including case studies from Sony Music. Kirsty Higgins, Head of Research at RAPP UK took us through how her agency used QuickSurveys to drive business advantage and agility within her organisation - and helped put research at the heart of the agency's creative process.

1. The Democratisation of Market Research
Mark Simon, MD Global Technology Practice, Toluna
Kirsty Higgins, Head of Research, RAPP
ad:tech, 22nd Sept 2011

2. Agenda
Social changes everything!
Social media & research - getting it wrong…
Research marketplace
Case study: RAPP

3. Toluna
Global footprint
5,000 clients
Sunday Times Tech Track Top 30 - 2011
Global market research panel
4m members in 35 countries
Research technology provider
Enterprise
DIY

4. The Context
Online Behaviours Are Changing

5. We know online behaviours
are changing
Infographic from Flowtown
‘My Mom is on Facebook?’

6. Market Research
Get Answers. Make Better Decisions
1. Traditional MR
2. Social networking sites & blogs
3. Research sites – large-scale interaction
4. VIP communities

7. Survey-taking behaviours
are changing
Declining survey response rates
• Email overload
• Untargeted, poorly designed and lengthy surveys
• Limited time and attention
Monetary incentives not only solution...
• People looking for the next best offer
• Social rewards make big sites work: Yahoo Answers, Wikipedia, etc.
• Financial incentives – survey completion
• Social incentives – site stickiness, traffic

8. Reliable survey completion:
Model needed to evolve
Email Lists Online Panels
Panel Social
Communities
Media
Allow member creation of content
• Discussion forums, blogs, personal pages, member polling & ratings,
online focus groups, live chat & wikis
Participation driven by ego or curiosity
• Sharing of results and impact with the community, member visibility
• ‘I made a difference’ NOT - ‘I got paid’
• Give respondents a seat at the decision-making table

9. Getting it Wrong…

10. Gap Logo:
Social Media Fail?
No community research for rebranding => backlash
180 degree flip – let’s crowd-source a logo!
Lessons:
1. Brands already have a live panel - Twitter and Facebook
2. Social Media helps for some concept devt
– Ask and you will get a response
– Don’t ask and you might get a surprise
– Don’t source community reactions after event
3. Evaluate community significance early - then make
research strategy decisions
4. Use Social Media and other research tools to establish
value community adds – Brandwatch, Radian6 etc

11. The New Research Marketplace
Hello Social!
The Role of Panels and Technology

12. The Marketplace
Lots of services available for different applications and requirements

13. Questions vs. Answers
Tech vs. Communities Answers
Services for
delivering
Answers
Social Communities
Technology
Tools for
asking
Questions Questions

14. Structured vs. Unstructured
Panel vs. Social
CRM/Review/Commerce Services Structured
Managed services Brand R&D Services
Highly scalable Quick and scalable
Service level agreements Assured response
Structured assets (data manipulation)
Social
Panel
Consumer Research
Specific Q&A
Social (media) responses
Hard to manipulate
Broad residual value (Google/SEO/
Share-ability and PR)
Unstructured

15. Value
Structured
How can we help customers How can we develop our back
buy online? catalogue?
Social (Unmanaged)
Panel (Managed)
Who are the top Social Media
gurus?
Unstructured

16. Harnessing Social Media to Drive the Next
Generation of Panels
Toluna QuickSurveys

17. Social NPD: harnessing
toluna.com community traffic
Context
• Community loves to vote, share opinions and has massive scale
• Brands and agencies need faster, more agile market research solutions
Toluna’s aims
• Challenge low industry response rates and panel recruitment challenges
• Increase engagement with members
• Low cost, fast, scalable, sharable solution for brands, PR agencies, SMEs, students
• Turn votes & opinions into a nimble, ‘pay per survey’ model
Members :
• Create personal profiles, polls and debates
• Get real time poll results
• Rate and follow members
• Publish polls & opinions externally
Richer member portraits
• Every vote or poll created or answered was added to profile
ALL the above allowed us to target surveys with a much higher level of precision

18. Toluna.com: the results
Creating community, not just membership
10,000 members in 1 country in 2003 to...4m members in 34 countries in 2010
March 2009 7,288,603 votes by members
Jan 2011 1 million votes daily
“Do you Recycle to
“Will you buy the feel less guilty
new iPad? about the
environment?”
“Smokers, thinking
about quitting, if so “Do you do your
how?” weekly food shop
online?”

19. TolunaQuick: harnessing
toluna.com community traffic
Self-service platform – Toluna QuickSurveys
– Create 1-15 questions
– Target demographics
– Multiple question types
– Census rep algorithm
– E-commerce engine – pay per click
– Speed, cost and simplicity benefits
Harnessed community traffic
– Surveys go on toluna.com
– 100-2,000 responses in hours
– See results live
– Share questions and results
– Use for FREE with your crowd!

20. Case Study:

21. Sony Music & QuickSurveys
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

22. Rapp / Toluna Case Study

23. What we do
• RAPP is a full-service, integrated global agency
• We offer the following services in the UK:
‒ Data & CRM
‒ Creative across all channels
‒ Strategy
‒ Media buying & planning
‒ Telephone services management
‒ Experiential marketing
• We do research internally to bolster our
strategy and create compelling narratives for
our clients on ad hoc basis

24. Our challenges
• Last minute requests from external clients and internal strategists
• Need to test creative ideas and work that is in progress quickly
• Limited budget and ad hoc requests
• Need to test big samples in a short space of time

25. Our solution –
Create Get
survey Launch results
survey

26. An recent client example
• Research for a large bank with a very tight schedule
• Test consumer attitudes towards the offers and deal space online in the
UK
• Launched 2 surveys to 500 UK respondents on Friday, got results on Mon
morning
• Because of the nature of the project we saved a lot of time and money by
not commissioning to quant research agency
• Client was very impressed with results and turnaround time

27. Any questions?

28. Thank you for your time
Do come and visit us on stand 226
mark.simon@toluna.com
@marklsimon / @tolunaquick
kirsty.higgins@uk.rapp.com