toluna quicksurveys - case studies from sony music and econsultancy

Agenda5:30pm - Democratisation of research, Mark Simon, Leader Global Technology Practice, Toluna 

5:45pm - QuickSurveys demo

6:00pm - Digital Marketing Case Study – Linus Gregoriadis, Research Director, Econsultancy

6:20pm - Research Usage – Hailey Lanward, Research Manager, Loudhouse Research

6:40pm - End client case study – Justin Cohen, Planning & Insight Consultant, Sony Music

7:00pm - Q&A, drinks and networking

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

WILTON | GURGAON | MUNICH | LOS ANGELES | ANDOVER | TOKYO | TIMISOARA | TORONTO

The Research Revolution Starts Here!8th 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

Diverse Research Marketplace Questions vs. Answers

Answers

Questions

Social Communities

Technology

Tools for asking Questions

Services for delivering Answers

Value

Structured

Unstructured

Social (Unmanaged)

Panel (Managed)

Who are the top Social Media gurus?

How can we develop our back catalogue?

How can we help customers buy online?

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 – Brands & agencies need faster, more 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

What QuickSurveys isn’t

› Heavy, fully-loaded› Something you need a driver for› High priced› Suitable for big guns› Refined – an old practice improved› Smooth sail in a direct line

What QuickSurveys is

› Fast, smart, young, agile› Something you will want to drive› Affordable – great value for money› Compact, easy to use, almost Spartan› Innovative – old practice reinvented› You can tackle corners with it

The market demands itWhy we need it

Brands & End clients

PR Ad Agencies

Media Planning

Digital Agencies

MR Agencies

SME/Edu / 

Charities

Speed

Cost

Some needs are basic

Omnibus Alternative

Pitch Support

Use for free

Re-sell data

Incidence Check

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

Let’s take a look

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

Case Studies

Linus GregoriadisResearch Director, Econsultancylinus.gregoriadis@econsultancy.com

Econsultancy case study

How we use QuickSurveys

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About Econsultancy A publisher.

A research house.

A training company.

An online resource.

A community of online marketing professionals.

We write reports, run training and events related to best practice digital marketing.

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Our reports and content:

The Econsultancy blog (one of the leading marketing blogs on the internet)

Survey reports

Best practice guides

Trends and innovation briefings

Smartpacks

Printed magazine (JUMP)

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QuickSurveys on the Econsultancy blog

Christmas delivery survey

Survey of 2,000 respondents

UK consumers

Related to online purchases over Christmas

http://econsultancy.com/blog/7039-christmas-delivery-nearly-a-quarter-of-orders-were-late

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1. Did you order any goods online in December?

2. Did retailers advise you of possible weather-related delays before you placed your order? 

3. Did your goods arrive on time? 

4. If the order was late, how many days late was it? 

5. If a retailer failed to deliver on time, would you shop with them again? 

Questions in the Christmas survey

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Supermarket survey

Looked at consumers' online grocery shopping habits

http://econsultancy.com/blog/7101-tesco-has-the-best-supermarket-website-survey

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Online travel survey

http://econsultancy.com/blog/7134-what-do-customers-want-from-travel-websites http://econsultancy.com/blog/7136-why-do-people-follow-brands-on-facebook

Facebook and brands Other surveys on the blog

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http://econsultancy.com/blog/7209-more-than-half-of-consumers-buy-books-online-survey

Buying books online

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http://econsultancy.com/blog/7278-china-is-the-east-the-new-west-for-e-commerce

International research Looking at e-commerce in China

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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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1. Do you play social games online?

2. Typically, how often do you play social games?

3. Do you typically play social games on social networking sites?

4. Which of the following social networking sites do you typically use to play games?

5. Have you ever paid to play a game online, or paid for virtual goods or currency, using real money?

Questions in the social gaming survey

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JUMP magazine - Multichannel retail survey

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Key points: 

Main benefits of Toluna QuickSurveys

• B2C data (to complement our 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:

What we are trying to achieve with Toluna

- Fast turn around: Days rather than weeks

- Cost effective way of surveying consumers- Test songs and videos- Plan back catalogue releases- Fast insight turnaround on short-deadline projects- Determine the feasibility of new products

- Ability to set quotas (Age & Gender) -Understanding our target market for certain products.

- Multi-Territory surveys in native languages

How have we used Toluna in the past?Case Study – Sony Music

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

Moving Forward – Products and Services

Toluna QuickSurveys2.0- Self service- Qualitative insights- Source data- Automated reports- Mapping our segments- Set age and gender targets- Cross tabbing questions- Embedded multimedia

Online Communities- Fast quant turnaround - Branded environment - Online qualitative insight- Sharing surveys & reports

Channels- Artist communities-Collaboration in key

Toluna QuickSurveys2.0Case Study – Willow Smith

What’s possible: - Combination of Quantitative and Qualitative data- Tag clouds to find themes with ease- Embedded multimedia- Automated reports: Excel, PowerPoint & PDF

How we used it:- Objective: Is she for kids, adults or both?- Image Selection & Reasoning- Opinions about Willow- Video and Song Rating- How consumer heard about Willow

Favourite Image

Video Rating

“It makes her look more energetic & fun.”

2000 Respondents, 2 Territories, 2 Days

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Thank you for your timeAny questions?

What’s coming?

Feasibility toolGrid questionsMore countries TemplatesReseller / white label toolkitUser communityAnd more....

Your QuickSurvey resources

Tolunaquick.com– Top tips– Video– Tutorial– Case studies– FAQ

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