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Delvinia 2010
Delvinia’s Approach to Market Researchand 10 Ways Market Researchers can Tap into Social Media Platforms
Sept 16, 2010
Delvinia 2010
Let me first tell you about Delvinia
Delvinia 2010
Online Research Community 160,000+ Canadians
300+ profiling variables
Digital DesignData Collection
Analytics + Insight
Delvinia 2010
ABOUT DELVINIA
Design + Data
Delvinia 2010
The digital aspect of the total customer experience is what we refer to as the
Digital Customer Experience (DCE) ™. Delvinia Interactive designs digital
customer experiences that are positive, consistent and aligns with your brand.
• Strategy & Consumer Insight• UX & Interaction Design
• Creative & Content Creation• Digital & Social Marketing
• Technology & Development
Digital ExperiencesData Collection
Delvinia Data Collection is a full service, online data collection firm
enabling researchers to quickly gather and deliver high quality information from
Canadian Consumers.
• Qualitative Research (e.g. depth interviews, focus groups, etc…)
• Quantitative Research• Online Panel Management
• AskingCanadians™• AskingMedia™
Analytics & Insight
Delvinia Analytics & Insights is a ppassionate and experienced team that provides customer insights that
drive our digital strategy.
• Delvinia Digital MOSAIC• SAS Capabilities• Web Analytics
• Social Media Monitoring
ABOUT DELVINIA
Our Capabilities
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ABOUT DELVINIA
Our Experience
Interactive
Data Collection
Delvinia 2010
ABOUT DELVINIA
Innovation & Thought Leadership
White Papers Platform Experimentation Workshops & Presentations
Technology ApplicationsData Products
Delvinia 2010
ABOUT DELVINIA
Giving Back
FedEx Days
Great ideas, delivered overnight
Groups of 3 - 4 people
Begin Thursday @ 2:00pm
To develop anything they want
As long as it’s done Friday @ 2:00pm
Presentations start @ 3:00.
Brainstorm and present ideas to assist The Canadian Testicular Cancer Association (TCTCA) increase
awareness of testicular cancer.
Are you Man Enough?
Vote Vote Vote
Share:
Take the Oath::
Who do you think is man enough to talk about testicular cancer?
CUSTOMER INSIGHTPeople don’t think it’s something that can be discussed
openly…or needs to be discussed at all.
Oath to My Nuts
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WE CREATE INSIGHT DRIVEN MEANINGFUL DIGITAL CUSTOMER EXPERIENCES™ CLIENTS , EMPLOYEES,
USERS, PARTNERS, VENDORS.
YOUR DIGITAL AUDIENCE.
ABOUT DELVINIA
Customer Focused
Delvinia 2010
Digital TacticsWebsite
MobileApp
Social Media
eCRM
DigitalStrategy
Corporate O
bjectives
Corporate R
eadiness
Com
munication
Priorities
Dig
ital B
ehav
iour
Cus
tom
er P
rofil
es
Goa
ls &
Nee
ds
ABOUT DELVINIA
Strategic Approach
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Self Reported
Actual
Social Monitoring
ABOUT DELVINIA
Ongoing Monitoring
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Our Most ScalableAsset
Delvinia 2010
130,000 + Canadian members
Over 200 variables per member
Average survey response rate is over 50%
Test creative
Determine digital behaviour
Technology used & frequency
Understand specific wants/needs
User experience testing
Validate program strategy
Target Online activities/Technology users
Specialized Industry Professionals
Predicted proportions within residential postal code.
Panel Profile Capabilities
ActualBehaviour Social
Self Reported
Delvinia INSIGHT
Delvinia 2010
Canadian Studies
From Sample Only to Full Service
Confectionary Study
Canadian IT Study
Hard to ReachAudiences
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Global Studies
Recruited C-Level Executivesfrom over 15 countries
Collected 1500 completed surveys
with an incidence of 0.06%
Completed study in 4 weeks
Premium Hotel StudyFour Seasons
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Custom Panel Management
Developed Signup Website as part of a
Web 2.0 Research Strategy
Avid Readers PanelRandom House Canada
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Innovative Flash Applications
Use of Flash programming to enhance survey experience
Word Sort & Card Sort
Shelf Impact
Word Sort Module
Shelf Impact
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Enhanced Experience and Real-Time Reporting
Survey integrated in online experience with real-time reporting
portal
ClickwithMarkham.caOnline Public Consultation Process
Town of Markham
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AdvertisingEffectiveness
Online advertising testing with secure video delivery through the
AskingMedia™ technology platform available in multiple languages
Synovate AdCheck™Grey Power Insurance
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Benchmarking and Tracking Studies
tracking trends as well asinitial theories gained
on product to be tracked
Delvinia 2009
Other Examples• Awareness and Usage : pre-recruit to determine usage of a particular product, mail-out product for in home usage; follow-up
on-line survey for gaining insight on what respondent thought of product
• Brand Equity : how effective is a product’s name compared to the same product with a different name
• Buyer Behaviour : Shelf module with check-out function to track a person’s behaviour while buying a product
• Concept Testing : Studies that show concepts for potential new products to consumers to gain their opinions on what is good/bad, etc
• Customer Satisfaction : Surveys done on behalf of a specific client asking their customers what they think of the company. Client supplied sample
• Customer Loyalty : Surveys about what makes a person loyal to a particular company/brand
• Name Testing : surveys that test potential brand names with respondents interested in the product, in order to see what brand would capture their attention
• Market Segmentation : studies that determine different market segments that have similar characteristics that drive them to purchase a particular product
• Pricing Strategy/Conjoint: : studies in which the respondent is given several different price points for a product in order to determine which price point would be most effective in getting people to buy the product
• Product Development: : asking respondents levels of interest for new products/service
• In Home User Testing : asking respondents to receive a product for in home use and then complete a survey
• Phone to Web : recruiting participation to surveys through call centre directed to an online survey
• Web Intercept Studies : using an web site intercept to recruit respondents into an online survey
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Delvinia Digital Mosaic: Digital Segmentation Tool
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The Delvinia Digital MOSAIC Segments
A Loaded & Overloaded Families
B Western Prosperous & Practical
C Young Technophile Families
D Dot Conservative Families
E Urban French Unplugged
F Multicultural Cyber Socials
G Young City Clickers
H Social-e-Inclined Families
I Rural Ontario Low Techs
J E-tired Empty Nesters
K Single Metrotechs
L Semi-Wired on the Prairies
M Rural Quebec Not Coms
N Ethnic Tech-Enthusiasts
O Mature East Coast Surfers
P Small Town Digital Dreamers
Q Mature and Net Neutral
R Young Aspiring Social Surfers
S Mature Small Town Techno Pas
T Young Quebec Tech-Novices
Delvinia 2010
Our Approach - The Delvinia Digital MOSAIC
Ownership
So
cial
Usa
ge
FR O
H P
E S T M
I J L B
A
DQ
C K GN
A segmentation of the Canadian
population based on peoples’
OWNERSHIP and USAGE of technologies,
in addition to their demographics and life
stage.
Delvinia 2010
Delvinia 2010
• Social Networks & Blogs are now 4th most popular online activity, ahead of personal email
• One Third of U.S. Internet Users Now Post Status Updates Once per Week
• Over 500 Million active Facebook users worldwide
• 100 million (plus) Twitter posts everyday
• 1 in every 5 Tweets mentions a specific brand or product*
Introduction
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10 examples of how market researchers can interact with consumers using social networking sites and tools
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1. Crowdsourcing & Ideagoras
• Use the wisdom of crowds• You’re not limited to internal teams and contractors• The network is your research & development team
Delvinia 2010
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2. Survey Tools on Social Networks
• Easily tap into a huge potential network• Polling and Survey Applications• Extend reach through viral sharing
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3. Virtual Rewards
• Millions of participants• Social Gaming, Virtual Worlds and MMORGs• Rewards are easily distributed virtually
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4. Universal Social IDs
• Google Friend Connect, Facebook Connect, Open ID• Users can carry their profiles with them• Personalize user experience based on ID info
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5. Social Media Monitoring
• Monitor millions of news sites, blogs and more• Keyword and phrase queries act as filters• Built-in tools to break down and analyze the data• Free tools can provide a quick barometer of a
brand health on social networks
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6. Real Open-End Video Responses
• Video sharing is an everyday thing• Mobile devices now feature instant video sharing
technology via Wifi• Personal broadcasting sites – UStream, Stickham
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7. Niche Social Networks
• Create your own social networking experience• Enable loyal customers and advocates to discuss your
brand• Ning.com
Delvinia 2010
Delvinia 2010
8. Location-Based Surveys
• New mobile devices are location-aware• Connect with consumers where they are• Use GPS or location check-ins to invite consumers to
provide feedback• Distribute rewards based on their location
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9. Experiential Data Collection
• Collect richer data on an experience• Collect text, audio, photo, video feedback• Overlay with GPS• Provide challenges and rewards
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10. Augmented Reality
• Two types of augmented reality• Puts your product (virtually) into your
customers hands• Use mobile device displays to place feedback
mechanisms into physical space
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Delvinia 2010
SummarySummary
• Consumers are sharing their thoughts and opinions in open forums across social networks.
• By tapping into these conversations market researchers can gain deeper insight into the motivations and emotions associated with brand choices
Delvinia 2010
Thank You!Thank You
Adam Froman, CEOafroman@delvinia.com416.364.1455 ext 222
Follow me on twitter@adamfroman
Linked in: Linkedin.com/in/adamfroman
Delvinia 2010
Photo Credits
2. Facebook5. Binoculars7. Augmented Reality8. gg9. Location-Based Survey