toluna & rapp - using diy research to win new business pitches
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Creating real-time content from DIY research How agencies win new business & add value to existing clients
Mark Simon , MD Global Technology Practice, TolunaKirsty Higgins , Head of Insight, RappKirsty Higgins , Head of Insight, Rapp
Online Marketing Show, 27 th June 2012
We’ll cover…
Social media & market research landscape
Case study: Toluna.com & TolunaQuick
Real-time research in action
Case study: RAPP
Toluna – Market Research Enabler
Global footprint
5,000+ clients
60,000+ DIY survey users
Sunday Times Tech Track Top 30
Global market research panel
4m+ members in 39 countries4m+ members in 39 countries
Research technology provider
Enterprise
DIY/e-commerce
Online behaviour changed
Source: www.digitalinspiration.com
Survey-taking behaviours changed
Survey-taking opportunities didn’t
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 – data quality?
• Social rewards make big sites work: Yahoo Answers, Wikipedia, etc.
• Financial incentives – survey completion
• Social incentives – site stickiness, traffic
Case Study: Toluna.com
Harnessing 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 aimsToluna’s aims
• Challenge low industry participation rates
• Increase member engagement
• Low cost, fast, scalable, sharable solution for
brands, PR agencies, SMEs, charities, students
• Turn votes & opinions into a nimble, ‘pay per
survey’ model
Members of the community :
Create personal profiles
Create polls and debates
Test products
Case Study: Toluna.com
Harnessing community traffic
Test products
View real-time poll results
Rate and follow members
Publish polls and opinions externally
Facebook Connect
Earn rewards – points and prizes
Every single vote or poll created is recorded
against member profile => richer member
portraits
Custom polls for instant opinions
Across 39 countries
50 to 2000 responses overnight
Over 80,000 live polls at anytime
Over 4 million participants
The value of Toluna.com
To our members
�Social reward
�Information sharing
�NPD involvement
�Meeting new people
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�Meeting new people
To Brands
�Brand advocacy
�Co-creation
�Engaged product testers
�Reduce NPD cycle
The value of Toluna.com
1
0
�Reduce NPD cycle
To Agencies
�Sense check ideas
�Rapidly shortlist concepts
�Feasibility checks
�Add value / colour to pitches
The value of Toluna.com
�Add value / colour to pitches
1
1
10,000 members in 1 country in 2003 to...4m+ member s in 39countries in 2012
March 2009 7m votes by members
Jan 2012 45m votes
Toluna.com: the results
Community, not membership
“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?”
Toluna.com 2012
Impact of Toluna.com 2012
US Beta site March => organic member acquisition 500%+
16000
0
2000
4000
6000
8000
10000
12000
14000
February March April
Next step: TolunaQuick
Harnessing toluna.com traffic
Self-service platform
– Create 1-15 questions
– Target demographics
– Multiple question types
– Census rep algorithm
– E-commerce / pay per click
50k users in first 6mths
Users in 100+ countries
£1m+ in revenue
Let’s take a look
– E-commerce / 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 respondents
Guess number of interviews
completed by the end of our completed by the end of our
session?
RAPP London & TolunaRAPP London & TolunaThe value of real time quantitative researchJune 2012
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‒ Strategy‒ Media buying & planning‒ Telephone services management‒ Experiential marketing
• We carry out research internally to bolster our strategy and create compelling narratives for our clients on ad hoc basis
Who we do it for
As research has progressed over the last few years it has become apparent to agencies, such as RAPP, that our clients increasingly want insights about their consumers in real time
At RAPP we are always on the look out for the most innovative and effective research techniques to fuel strategic stories for our existing clients but also new business prospects. And quickly.
Introduction
clients but also new business prospects. And quickly.
This is where Toluna comes in…
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
Our solution – Toluna
Create survey
Launch survey
Get results
A recent client example
Challenge: Research for a large bank with a very tight schedule. Test consumer attitudes towards the offers and deal space online in the UK to inform their thinking
…you have the ability to answer questions that are keeping them awake at night quickly and insightfully by creating a well thought out questionnaire, pushing it out to their consumers using the Toluna Quick survey tool and then running analysis on the results. This all adds to enhancing client relationships
In a client situation…
A recent new business example
Challenge: Pitch to support the Alzheimer’s Society in order to develop a more sustainable platform for generating income and establish longer-term relationships with their funders, commissioners and commercial partners.
UNICEF - A pitch win!
Challenge: Pitch to create a Christmas campaign for UNICEF – we needed to understand 2 specific consumer groups’ attitudes to Christmas and also how they felt about giving to charitable giving at this time
…whether a win or a loss, the client feedback has consistently been how impressive it is for an agency to carry out
In a new business situation…
agency to carry out quantitative research in such a short period of time to gain valuable insights into their consumers and/or brand
• Gain consumer understanding in real time• Build on existing client relationships by being the go-to agency for
quick turnaround, quantitative, insight and aiding organic project growth
• Do quick dip creative ‘adcept’ testing, to fuel campaign ideas • Feed research into all new business pitches to bolster strategy &
TolunaQuick enables RAPP to…
• Feed research into all new business pitches to bolster strategy & thinking
Let’s look at the survey
resultsresults
“Agency business is always fast moving, but developing an entire campaign strategy in one week with camera crews filming your every move is quite a unique experience. Since we were under immense time pressure, we fielded a study using TolunaQuick . It is a perfect tool for
quick turnaround research needs like this!
Robert Herbst, Research Director, FKM New York on his recent experience and the agency’s win on AMC’s ‘The Pitch:’
Find out more on stand A734
Any questions?
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