Some say social media will be the death knell for online panel research. Online panels have had a significant impact on the market research industry but social media is changing the game. Consumers increasingly turn to sites like Facebook and Twitter to talk about their brand experiences. Many companies listening to consumer conversations in social media consider this “free research,” and even go so far as to replace the insights learned from traditional online panels. While social media research techniques offer an innovative way to conduct market research they should not occur in a vacuum. Market researchers can take advantage of the social media research trends by using research tools that incorporate the elements of social media with online panel research.
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April 16, 2014 Darren Bosik QuestBack 2013 QuestBack, SA All
Rights Reserved. Blend Social Media with Online Panel Research
2 Agenda Integrate social media with panel research Recruit
panelists from social media sources Metrics for research management
Technology for integration Q&A 2013 QuestBack, SA All Rights
Reserved. [email protected]
3 Collect Monitor MeasureAnalyze Synthesize Act Social Media
Feedback Data Cycleofcustomerfeedback
[email protected]
10Impact on traditional research methodologies The more people
see two-way engagement and being able to interact with people [on
social media] all over the world, I think the less they want to be
involved in structured research. Procter & Gamble marketing
executive Joan Lewis [email protected]
11 Effective panelist engagement strategy that meets the
evolving needs of respondents throughout their lifecycle as members
of the panel. Traditional online panel lifecycle management
[email protected]
12Components of social media panel recruiting River sampling
Facebook integration Quality Assurance
[email protected]
14 Social media and online panel development Social Media vs.
Online Panel [email protected]
15 Social media and online panel development Social media users
are less likely to have a college degree Panelists have a higher
average annual household income Panelists are slightly older
Source: Rockbridge Associates [email protected]
16 Quality assurance for social media panelists Source:
Rockbridge Associates [email protected]
18 community Survey Data Insights and Action Facebook feedback
loop [email protected]
19 Facebook community Survey Data Insights and Action Private
Online Community Survey, Online Focus Groups Insights and Action
Open a private online community [email protected]
20Open a private online community Structure dialogue through
forums, moderated chats, and quantitative and qualitative surveys
Profile, segment and target communications appropriately Manage
activities, fan feedback, participation Your PRIVATE Online
Community Right on Your Facebook Page!
[email protected]
22 Four short survey questions for Facebook fans: 1. Are you a
friend, fan, or do you like on Facebook? 2. Please indicate how
likely you are to consider for a future purchase. 3. Please
approximate the amount of money you have spent on products in the
past 12 months. 4. Please indicate how likely you are to recommend
to a friend or relative. The difference between the answers to
these questions from Facebook fans versus regular customers
represents the added value of Facebook fans. Valuing Facebook fans
[email protected]
24Social media metrics Brand or Keyword Mentions is this
similar to your metrics around call center volume? Share of Voice
Is this similar to your market share? Mentions in social media of
Brand X , First Quarter 2014 Competitor B, 5% Competitor C, 23%
Competitor D, 9% Competitor E, 24% You, 31% Competitor A, 8% Share
of Voice of You and Your Competitors
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25Social media metrics Text Analytics Are social media
conversations agreeing with survey open-ended data you collect from
panelists? Sentiment Analysis Does this agree with your customer
sat scores? [email protected]
27 One Platform. All Data Channels. Structured Unstructured
Unsolicited Big Data Mobile [email protected]
28 35% of the brands on the Forbes 100 list are QuestBack
customers QuestBack has a 96% renewal rate for its enterprise
platform QuestBack Clients [email protected]