1. The Democratisation of Market Research
James Pickles – Director Client Solutions
John Wroath – Global Digital Marketing
TFM&A – 29th February 2012

2. Agenda
Social changes everything!
Social media & research - getting it wrong…
Research marketplace
Case study: Sony Music & Phillips

3. TolunaQuick
 Global footprint
 25,000 clients
 Sunday Times Tech Track Top 30 – 2011/2
 Global market research panel
 4m members in 42 countries
 Research technology provider
 Enterprise
 DIY

4. The Context
Online Behaviours Are Changing

5. We know online behaviours
are changing
Infographic from Mashable

6. Market Research
Get Answers. Make Better Decisions
1. Traditional MR
2. Social networking sites & blogs
3. Research sites – large-scale interaction
4. VIP communities

7. Survey-taking behaviours
are changing
 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
 Social rewards make big sites work: Yahoo Answers, Wikipedia, etc.
 Financial incentives – survey completion
 Social incentives – site stickiness, traffic

8. Reliable survey completion:
Model needed to evolve
Email Lists Online Panels
Panel Social
Communities
Media
 Allow member creation of content
 Discussion forums, blogs, personal pages, member polling &
ratings, online focus groups, live chat & wikis
 Participation driven by ego or curiosity
 Sharing of results and impact with the community, member visibility
 ‘I made a difference’ NOT - ‘I got paid’
 Give respondents a seat at the decision-making table

9. Getting it Wrong…

10. Gap Logo:
Social Media Fail?
 No community research for rebranding => backlash
 180 degree flip – let’s crowd-source a logo!
 Lessons:
1. Brands already have a live panel - Twitter and Facebook
2. Social Media helps for some concept devt
– Ask and you will get a response
– Don’t ask and you might get a surprise
– Don’t source community reactions after event
3. Evaluate community significance early - then make
research strategy decisions
4. Use Social Media and other research tools to establish
value community adds – Brandwatch, Radian6 etc

11. The New Research Marketplace
Hello Social!
The Role of Panels and Technology

12. The Marketplace
Lots of services available for different applications and requirements

13. Questions vs. Answers
Tech vs. Communities Answers
Services for
delivering
Answers
Social Communities
Technology
Tools for
asking
Questions Questions

14. Structured vs. Unstructured
Panel vs. Social
CRM/Review/Commerce Services Structured
Managed services Brand R&D Services
Highly scalable Quick and scalable
Service level agreements Assured response
Structured assets (data manipulation)
Social
Panel
Consumer Research
Specific Q&A
Social (media) responses
Hard to manipulate
Broad residual value (Google/SEO/
Share-ability and PR)
Unstructured

15. Harnessing Social Media to Drive the Next
Generation of Panels
Toluna QuickSurveys

16. Harnessing community traffic
Kitkat Chunky
 Facebook page set up
 4 flavours to choose from
 Facebook community voted on
their favourite
 The winner goes into production
 Similar to bring back Wispa
campaign

17. Social NPD: harnessing
toluna.com 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 aims
 Challenge low industry response rates and panel recruitment challenges
 Increase engagement with members
 Low cost, fast, scalable, sharable solution for brands, PR agencies, SMEs, students
 Turn votes & opinions into a nimble, ‘pay per survey’ model
 Members :
 Create personal profiles, polls and debates
 Get real time poll results
 Rate and follow members
 Publish polls & opinions externally
 Richer member portraits
 Every vote or poll created or answered was added to profile
ALL the above allowed us to target surveys with a much higher level of precision

18. Toluna.com: the results
Creating community, not just membership
10,000 members in 1 country in 2003 to...4m members in 42 countries in 2012
March 2009 7,288,603 votes by members
Jan 2012 1.5 million votes daily
“Do you Recycle to
“Will you buy the feel less guilty
new iPad? about the
environment?”
“Smokers, thinking
about quitting, if so “Do you do your
how?” weekly food shop
online?”

19. Case Studies:

20. Case Study: Philips Steam System–
Product Test
Objectives:
 To launch an integrated online campaign
using toluna.com, Facebook, Google
 Build awareness and create a buzz
 Get feedback from product users
 Aid NPD
Toluna.com
 Targeted surveys sent to respondents
 Polls added to attract discussions around
products
 Targeted respondents selected for product
testing
 Reviews added on Toluna.com & third party
sites
 All content optimised for Google

21. The Results
Toluna providing research platform
Campaign Results
 2 surveys attracted over 34,000 respondents & 11,500 product test registrations
 28 product reviews published on Toluna.com. All content optimised - product
listed
 On Top 2 natural search results on Google
 423 unique visitors from Facebook to toluna.com opinions
Business Results Oct-Dec
 Gained No.1 market share position for steam systems
 Product sales +33% YoY
 Market share +14% YoY

22. Sony Music & 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

23. TolunaQuick: harnessing
toluna.com community traffic
 Self-service platform – Toluna QuickSurveys
 Create 1-15 questions
 Target demographics
 Multiple question types
 Census rep algorithm
 E-commerce engine – 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 crowd!

24. Quick Survey example...

25. Segmentation example

26. Topical feedback in 6
minutes...

27. Thank you for your time
Do come and visit us on stand G26
John.Wroath@toluna.com
James.Pickles@toluna.com
@toluna