How Social Media Research can complement Qualitative Research

Jim Longo @LongoMRVice President of Research and Marketing Itracks

Really, what is it?

Social media are media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.

The Impact

1. Social Media is a Source for Consumer Insights

2. The Importance of “Listening” to Consumers

3. Market Insights with social research

4. Market Research Vendor Mash-Up

Who is using it?

• Measure Consumer Sentiment Analysis

• Like/Dislikes

• Buy/Not Buy

• Connect with Customers

How is SMM being used?

• Social media monitoring tools are currently used in a variety of ways and some tools are designed more for one specific use. Examples include:

– PR or Customer Relationship Management– Marketing - campaign measurement– Marketing research - to gain deeper insights

• HOW the tool is used may also determine WHERE in an end-client organization the platform resides, such as marketing, advertising, PR, corporate communications.

– Market research clients may not even know that another department is already using a platform that they may be able to access.

• There may be a full-time staff member dedicated to social monitoring or it might be part of a larger role, such as brand management.

Who owns social media?

• There is currently a fair amount of controversy over ownership of this new space.

• Advertising agencies, market researchers and end clients are currently fighting for this space.

• Because digital conversations are “qualitative on a quantitative scale,” many believe that analysis should reside with an objective researcher, similar to the rationale as to why end clients should not conduct their own market research.

Why do I care?

• SMR can increase revenue – SMR can serve as an additional revenue stream

• SMR can add value – Complement/support other methodologies

• SMR can develop new business– Used as part of your ‘pitch,’ SMR can differentiate you from other

competitive research agencies. Clients appreciate knowing that you understand their brand AND can uncover strengths, weaknesses, opportunities and threats BEFORE they hire you.

• SMR can build client relationships– Transition from a project-to-project client relationship to a partnership

where you watch and monitor conversations about their brands, allowing you to proactively suggest research topics versus waiting for the client to come to you.

What can we learn from SMR

1. Uncover new/diverse consumer types and/or respondent groups2. Learn the ‘language’ the target market speaks in, in order to better

inform other research methodologies or help hone d-guide creation3. Unearth larger scale topics/issues that can be probed

upon/expanded in other deeper-dive methodologies4. Uncover real-time, current buzz without having to wait until it

becomes mainstream5. Understand where conversations are taking place, so as to direct

marketing efforts towards specific channels AND leverage the opportunity to launch and fuel conversations where there currently are none

6. Add value to any research execution while limiting time and budget resources, yet maximizing geographical coverage

Sum it up

Online Q

ualitative Social Media Monitoring

Real World Example

Discussion Levels: Casual Dining

Real World Example

This chart shows that Red Lobster has relatively the same number of positive and negative comments as compared to other seafood chains

and another Darden subsidiary (Olive Garden), but is viewed more

favorably than Applebees. (This analysis could be modified to

represent any other restaurant chains in Red Lobster’s competitive

set.)

This chart shows that Red Lobster has relatively the same number of positive and negative comments as compared to other seafood chains

and another Darden subsidiary (Olive Garden), but is viewed more

favorably than Applebees. (This analysis could be modified to

represent any other restaurant chains in Red Lobster’s competitive

set.)

Sentiment: Casual Dining

Real World Example

The Brand Passion Index is a measure of three metrics – buzz (size of bubbles), sentiment and passion. Here, we see that Red Lobster and Olive Garden see

about the same number of mentions, but that consumers have stronger feelings about Olive Garden – though they are not always as positive as those for Red

Lobster. Again, Applebees shows quite a bit of negative sentiment… which may be worth digging into – providing an opportunity for Red Lobster to “win” and

capitalize on areas where Applebees loses.

The Brand Passion Index is a measure of three metrics – buzz (size of bubbles), sentiment and passion. Here, we see that Red Lobster and Olive Garden see

about the same number of mentions, but that consumers have stronger feelings about Olive Garden – though they are not always as positive as those for Red

Lobster. Again, Applebees shows quite a bit of negative sentiment… which may be worth digging into – providing an opportunity for Red Lobster to “win” and

capitalize on areas where Applebees loses.

Brand Passion Index: Casual Dining

Real World Example

While seafood gets the most mentions in terms of what consumers like about Red Lobster,

interestingly it’s shrimp (by a landslide) versus any other seafood that gets talked about most. Further

digging could yield exactly what it is that consumers like about the shrimp dishes. Depending on research objectives, this could help fuel strategy

for promotions (shrimp meal coupons?), website development (recipes online?), etc. The same could be done for those widely-talked-about biscuits that

we all know and love!

While seafood gets the most mentions in terms of what consumers like about Red Lobster,

interestingly it’s shrimp (by a landslide) versus any other seafood that gets talked about most. Further

digging could yield exactly what it is that consumers like about the shrimp dishes. Depending on research objectives, this could help fuel strategy

for promotions (shrimp meal coupons?), website development (recipes online?), etc. The same could be done for those widely-talked-about biscuits that

we all know and love!

Top Likes: Red Lobster

Real World Example

Price dominates here in terms of a negative factor. Further mining can

uncover more specific concerns relative to price.

Price dominates here in terms of a negative factor. Further mining can

uncover more specific concerns relative to price.

Unhealthy food – what’s unhealthy? Could there be misconceptions that

perhaps Red Lobster could educate

consumers on?

Food poisoning and tummy aches make up 10% - are these coming

from certain menu items? Certain

locations?

Unhealthy food – what’s unhealthy? Could there be misconceptions that

perhaps Red Lobster could educate

consumers on?

Food poisoning and tummy aches make up 10% - are these coming

from certain menu items? Certain

locations?

Would be interesting to see

what consumers are comparing Red

Lobster’s quality to? What’s better? What’s worse?

Would be interesting to see

what consumers are comparing Red

Lobster’s quality to? What’s better? What’s worse?

Top Dislikes: Red Lobster

Real World Example

The first comment here seems to relate to service as well as food (“salty”) –

this is where the skill of the researcher is needed to uncover themes that are true reflections of food

quality and not other forms of quality.

The first comment here seems to relate to service as well as food (“salty”) –

this is where the skill of the researcher is needed to uncover themes that are true reflections of food

quality and not other forms of quality.

Verbatim Sampling: Quality

A Qualitative Facelift

A Revised Purpose

To explore the optimal utilization of Social Media tools in conjunction with traditional and non-traditional qualitative research methodologies and serve as a case study for all qualitative researchers looking to incorporate Social Media methodologies into a holistic research solution.

Upon study completion, the project team generated actionable recommendations and a published case study exemplifying the nuances of Social Media and how it can best apply to market research in the qualitative setting.

Applications

Facebook Enhanced search feature Facebook-based apps Mobile apps

Twitter Location-based application Real-time search Free Twitter-based aggregation client

Google Reader

Itracks OLFG and BBFG Platforms

In-Person FGs

The Conversation

The Conversation

The Conversation

Online to In-Person – Sort of . . .

Respondents selected from Phase I data

Respondents recruited via

Itracks – Viewers of the premiere

A B Online Bulletin Boards

OLBBs with viewers of the premiereCompare and contrast sentiment and viewpoints from both

respondent groups with data captured in Phase IFocus on Starbucks Via brandUtilization of Flip cameras for in-home and experiential feedbackRespondents will allow temporary access to their SM habits via

following on Twitter or adding as friend on Facebook

SMR In Action

1. We Listened With Social Media Monitoring   

2. We Asked With USA Talk Now 

SMR In Action

3. We Received Feedback Using iMarkIt       

Overall Starbucks' customers were positive about the logo change and felt that it was a natural evolution. We were also able to prove that the change was a success in positioning the organization as being more than just a coffee supplier.

Background – the study

Technology convergenceA synergistic combination of formerly discrete

digital technologies.

Most critical for early & late majority

Tend to be products that are both high-performing & aesthetically pleasing

Degree of personalization & expressiveness; more important for teens than adults.

Key Benefits- Save time- Save effort- Save money

Maximize the consumer’s ability to fulfill personal needs

Social invitation to screener via “conventional”/free SM

Invitation to survey – leveraged Twitter •Tweeted, retweeted•Picked up by other sites•Quality of recruits higher than panel

• Digital ethnography

• Ease of implementation

• Longitudinal in nature

• Real-time

• Low fiscal cost

• Ease of in-study modulation

• Digital polling

• Ease of application across locations

• Checkpoint/verification of communication “gap” of expressed vs. actual

The Fallout

Why do I care? And why should you.

Social Media

• Sample Population

• Biased nature of population utilizing SM tools

• Unfamiliarity with tools/concepts

• Validity

The Fallout

Proactively Suggest Research

Recruitment

Discussion Guide Development

Speak the Consumers Language

Build Relationships with Participants

Strengthen Client Relationships

You have a choice!

Thank You

Jim Longo @LongoMR

Vice President of Research and Marketing

Itracks