Agenda 5:30pm - 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
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Toluna QuickSurveys - case studies from Sony Music and Econsultancy
Toluna QuickSurveys is a revolution in market research. Survey 4m Toluna members 24/7 with our powerful survey engine, share results and surveys on social media. And use it for FREE when talking to your own crowd!
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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
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
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
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
| 31
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
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
LONDON | PARIS | FRANKFURT | AMSTERDAM | NEW YORK | SEATTLE | DALLAS | HAIFA | SYDNEY WILTON | GURGAON | MUNICH | LOS ANGELES | ANDOVER | TOKYO | TIMISOARA | TORONTO
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