the research revolution starts here!

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The Research Revolution Starts Here!27th June 2011Mark Simon, Leader, Global Technology Practice, Toluna

We know online behaviours are changing

Infographic from Flowtown‘My Mom is on Facebook?’

Survey-taking behaviours changing too!

Why are response rates to surveys declining?– Email overload– Untargeted, poorly designed and lengthy q’aires– Limited time / attention

Monetary incentives not the solution...– Data quality– People always looking for the next best offer – Social rewards make big sites work: Wikipedia?– Financial vs. social rewards– ‘I made a difference’ NOT - ‘I got paid’– Give respondents a seat at decision-making table

Democratising Research: Harnessing Social MediaToluna QuickSurveys

Social Media to drive new research toolsHarnessing toluna.com community traffic

Context– 4m-strong community loves to vote & share opinions – Market demand! Faster, less expensive but agile MR solutionsAims

– Challenge low industry response rates and panel recruitment– Increase engagement with members– Grow research market - low cost, fast, sharable solution for

brands, PR agencies, SMEs, charitiesMember engagement conceptsRicher member portraits

ALL the above allowed us to target surveys

with a much higher level of precision

10,000 members in 1 country in 2003 to...4m members in 34 countries in 2011

“Do you Recycle to feel less guilty

about the environment?”

“Do you do your weekly food shop

online?”

“Will you buy the new iPad?

“Smokers, thinking about quitting, if so

how?”

March 2009 7,288,603 votes by members

Jan 2011 1 million votes daily

Toluna.com: the resultsCreating community, not just membership

Fast Easy Cost-effective

Hello

for research professionals

LONDON | PARIS | FRANKFURT | AMSTERDAM | NEW YORK | SEATTLE | DALLAS | HAIFA | SYDNEY WILTON | GURGAON | MUNICH | LOS ANGELES | ANDOVER | TOKYO | TIMISOARA | TORONTO

Let’s take a look

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Case Studies

A publisher.

A research house.

A training company.

An online resource.

A community of online marketing professionals.

Econsultancy write reports, run training and events related to best practice digital

marketing.

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QuickSurveys for Econsultancy reports

Social gaming smart pack

Survey of 2,000 respondents

UK consumers

Trends in social gaming and use of gaming products

Over 2000 downloads to datehttp://econsultancy.com/reports/social-gaming-report

http://econsultancy.com/blog/7022-social-gaming-trends-for-2011

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Social gaming smart packStats also used in press release

http://econsultancy.com/press-releases/5359-new-report-a-fifth-of-consumers-playing-social-games-online

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Key points: 

Main benefits of Toluna QuickSurveys

• B2C data (to complement their own B2B data)

• Speed- Ability to go live and collect data quickly.- Normally 24 hours to get results. 

• International.- Able to compare results

• New features- Open-ended questions. - Can add images and video to questions.

Case Study:

How Sony Music uses Toluna 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

What’s coming?

Enhanced feasibility toolGrid questionsMore countries TemplatesReseller / white label toolkitUser communityAnd more....

‘“It’s become a ‘must-have’ tool

for research projects. A full-blown

custom research study may take a

few months, Omnibus at least a

week, but QuickSurveys takes

only a few hours – whenever you

want it.”

Mark Rozeen, EVP of Insights &

Innovations GolinHarris

“We were able to create our survey within a

few minutes and collect the final results a

couple of hours after the survey was launched.

This was extremely quick and easy!”Aliya Zaidi, Research Manager Econsultancy

What our clients say

A very fast and cost effective way to get feedback on artists and compilation releases from real consumers. It has proved invaluable for time-sensitive projects, where we need to make marketing decisions quickly. Mark Uttley, Research Manager Sony Music

End users

MR, PR, Advertising, Media Planning

Who is using it?

Your QuickSurvey resourcesTolunaquick.com› Top tips› Video› Tutorial› Case studies› FAQ

Social media

Email: quicksurveys@toluna.com

Twitter: @tolunaquick

Facebook: facebook.com/tolunaquick

YouTube: youtube.com/tolunaquick

Slideshare: slideshare.net/tolunaquick

Before you go...

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Thank you for your timeAny questions?

mark.simon@toluna.com @marklsimon