Research Methods for Understanding your Audience

Kevin MableyVP Strategic & Analytical Services

Cyber Dialogue Inc

← Answers to Marketing Questions

• What is the demographic composition and usage profile of my site visitors?

• What content and features should I include on my site?

• How does my site stack up vs. the competition?

• Which visitors are more valuable, and why?

←

MARKET TRENDS ASSESSMENT

TARGET MARKET

YOUR CUSTOMERS

ROI$

Research Methodologies

← Syndicated Research

← Online Panel Surveys

← Site Intercept Surveys

← Customer Database Surveys & Modeling

← Advanced Analytics

1.

2.

3.

4.

← 1. Sign-on to

Site

2. Invited to participate in

Study

4. Study completed, visitors continue surfing

3. CompleteSurvey

Site Intercept Surveys

←

• CATI flexibility (skip logic, randomization and rotations)

• Response validation

• Error-checking

• Multi-media capable

• At the right time, in the right medium

HTML Surveys

←

Health Care Provider

13%

Other6%

Researcher/Scientist

7%

Librarian/Information Professional

9%

Student11%

Patient25%

General Health Consumer

12%

Family or Friend of Patient17%

Site Visitor’s Role:

Who are MEDLINEplus visitors

← Who are MEDLINEplus visitors

Every Day or Almost Every Day

7%

At Least Once a Week17%

At Least Once Per Month19%

First Time50%

Less Often Than Once Per Month

7%

How often do they visit the site?

←

Outside U.S.28%

U.S.72%

Access Location:

Who are MEDLINEplus visitors

←

Did Not Opt In

54%

Opted In46%

Agreement to participate in future research:

N=2,850

Building a Research Database

N =

1,311

Re-contact for Future Studies

← Satisfaction Measures

Satisfaction: Summary of Extremely/ Very Satisfied

80%

82%

73%

84%

59%

70%

MEDLINEplus Repeat Visitors

Patient

Health Care Provider

Access from US

Access from outside US

Cyber Dialogue Norm

← Actions Taken

64%

46%

30%

19%

17%

8%

7%

6%

2%

19%

Improved Your Understanding of a Condition

Conducted Further Research on a Condition

Discussed a Disease or Treatment with Friend orFamily Member

Made a Treatment Decision

Discussed a Disease or Treatment with Doctor

Sought Further Information from Library

Made Doctor's Appointment

Altered Exercise or Eating Habits

Switched Prescriptions or Medicines

Joined a Patient Discussion or Support Group

Result of Visiting MEDLINEplus:

← Comparisons to Benchmarks

← Industry Benchmarks vs. Visitor Profile

43%

49%

38%

67%

66%

44.7yrs.

56%

40.3 yrs.

38.9 yrs.

Female

Mean age

Collegegraduate+

Total

Health Site VisitorBenchmarks

Total Online AdultsBenchmarks

Behavior Tracking and Data Weighting

N=1,000 Control

Cookie attache

d

Tracking

Survey

N=1,000Survey

Tracking

Cookie attache

d

←

StartTime Duration Browser OS Referrer ID11/8/99 10:06 4:40 Microsoft Internet Explorer/5.0. Windows 98 http://www.cyberdialogue.com/panel/index.html 117531275211/8/99 10:11 11:25 Microsoft Internet Explorer/4.0. Windows 98 http://www.cyberdialogue.com/index_4.html 42069211/8/99 10:12 4:53 Microsoft Internet Explorer/4.0.1 Windows 98 http://www.cyberdialogue.com/index_4.html 26671899211/8/99 10:18 5:29 Netscape Navigator/4.0.4 Windows 95 http://www.cyberdialogue.com/index_4.html 5122505711/8/99 10:33 11:42 Netscape Navigator/4.0.8 Windows 95 http://www.cyberdialogue.com/panel/index.html 23492769011/8/99 10:59 8:54 Microsoft Internet Explorer/5.0. Windows NThttp://www.cyberdialogue.com/index_4.html 17007333011/8/99 11:02 5:41 Microsoft Internet Explorer/4.0.1 Windows 98 http://www.cyberdialogue.com/index_4.html 169630503411/8/99 11:03 6:24 Microsoft Internet Explorer/4.0.1 Windows 95 http://www.cyberdialogue.com/panel/index.html 11881960911/8/99 11:20 7:13 Netscape Navigator/4.0.3 Windows 95 http://survey.cyberdialogue.com/webqnr/engine/fieldqnr/ 2302616511/8/99 11:22 4:17 Microsoft Internet Explorer/4.0. Windows 95 http://www.cyberdialogue.com/index_4.html 5879925811/8/99 11:24 4:10 Microsoft Internet Explorer/5.0. Windows 98 http://www.cyberdialogue.com/panel/panel.html 64158893411/8/99 12:05 3:40 Microsoft Internet Explorer/5.0. Windows 98 http://www.cyberdialogue.com/panel/panel.html 70631340311/8/99 12:11 6:52 Microsoft Internet Explorer/5.0. Windows 98 http://www.cyberdialogue.com/index_4.html 1175312752 11/8/99 12:14 8:24 Microsoft Internet Explorer/4.0.1 Windows 98 http://www.cyberdialogue.com/index_4.html 96517694811/8/99 12:18 7:45 Microsoft Internet Explorer/4.0.1 Windows 98 http://www.cyberdialogue.com/panel/index.html 69374630811/8/99 12:18 4:20 Microsoft Internet Explorer/5.0. Windows 95 http://www.cyberdialogue.com/panel/panel.html 70938723811/8/99 12:32 8:03 Microsoft Internet Explorer/5.0. Windows 95 http://www.cyberdialogue.com/panel/comments.html 1175312752 11/8/99 12:39 8:56 Microsoft Internet Explorer/5.0. Windows 98 lycos 7296023811/8/99 12:52 13:11 Netscape Navigator/4.7. Windows 95 lycos 23026165

Log File Data...

Add in behavioral data...

← …for “Area by Area” Reporting

Total(1,000)

%

Area1(800)

%

Area2(272)

%

Area3(149)

%

CD Norm(5,000)

%

OL Users(AIUS)

%Demographics % Male 54 62 39 50 -- 51 HH Inc $75K+ 30 20 32 38 -- 32 4 yr college grad 56 50 51 47 -- 40 Employed full-time 75 70 62 61 -- 61 Children in HH 31 31 38 32 -- 35

Access Characteristics Access Web Daily 20 19 19 28 -- 21 Purchase online 35 41 32 34 -- 32 Access from work 60 62 58 53 -- 59 56K + connection 58 54 51 58 -- 40

Customer Value Historical purchaser 29 21 19 5 9 -- Premium Customer 30 35 10 5 25 -- Respond to campaigns 5 5 3 2 12 --

Session Characteristics 30+ minute sessions 40 32 22 34 20 -- Access site daily 21 17 18 16 15 -- Referred from Yahoo! 2 5 10 6 10 --

Actions Taken after Visit Filled prescription 45 48 34 45 54 -- Discussed with Dr. 46 44 31 51 45 --

← Desktop Reporting

←

MEDLINEplus

Medscape

WebMD

Mayo Health

Positioning Analysis“Blueprint for Action”

• Screened respondents

• Randomly go to 2 of 4 sites

Competitive Analysis

←

HighHigh

ModMod

LowLow

Imp

ort

ance

ImmediateOpportunity

- Enhance

ImmediateOpportunity

- Enhance

Price ofEntry

- Maintain

Price ofEntry

- Maintain

PotentialOpportunity

- New Product?

PotentialOpportunity

- New Product?

Key Weakness

- Fix

Key Weakness

- Fix

SecondaryOpportunity

SecondaryOpportunity

SecondaryPrice of

Entry

SecondaryPrice of

EntrySecondary

Opportunity

SecondaryOpportunity

SecondaryWeakness- Fix, if can

SecondaryWeakness- Fix, if can

PotentialOpportunity

- Increase Salience

PotentialOpportunity

- Increase Salience

OverInvestment

- Cut Costs

OverInvestment

- Cut Costs

NoAction

NoAction

NoAction

NoAction

Client Site vs. Competitor

Client Superior Both Excel Neither Excel

Client Inferior

At Parity

“Blueprint for Action”

←

Client: Superior

At Parity

Competitor:SuperiorBoth Excel Neither Excel

← Site my doctor would recommend

← Has information that I want

← Easy to find information

← Site I trust← Offers search tool← Answers my questions quickly

← Is pleasing to the eye← Displays content in easy

to read layout← Uncluttered layout← Offers the latest in Web

site features

← Offers community/support groups

← Offers diet and nutrition information

← Provides up to date information

← Offers fitness and exercise info

← Offers interactive tools

← Helps me manage my overall health and fitness← Has pages and visuals that load quickly← Helps me manage my diabetes← Allows me to question and receive answers from medical

experts← Offers a tool to locate diabetes healthcare professionals← Provides content focused on the care of children with

diabetes

← Presents information written in understandable language

← Allows me to customize site

← Offers online shopping for diabetes and other health products

← Links to other diabetes-related sites← Provides content focused on the care of males with diabetes← Ensures that personal info remains private← Has a section designated for diabetes caregivers ← Has a section designated for diabetes healthcare

professionals← Offers personalized email capabilities← Includes links to medical library← Provides content focused on the care of females with

diabetes

← Provides accurate information

Hig

hly

Imp

ort

an

tM

od

era

tel

yIm

port

an

t

Less

Imp

ort

an

t

Client vs. Competitor

← Multiple Recruiting Sources

OnlineRegistration

Screened viaE-mail

Site Visitor databases

Intercept andRe-contact

Off-line Databases

Online/Off-lineHybrids

← Applied Segmentation

ClientDatabase

3000 SegmentActive

Enthusiasts(Seg. 1)

3000Sedimentaries

(Seg. 2)

3000 HomeSports

Enthusiasts(Seg. 3)

1000Young

Affluents(Seg. 4)

Lifestyle Segmentation

•Moderate Income•Younger No children•College Education•Frequent purchaser

•High Income•Older•High School Edu.•Low Purchaser and infrequent

•Low Income•2+ Children•Only Buy Sports Equipment

•High Income•Younger•Single•Buy from all Departments

BehavioralData

Segmentation Rules

Segmented Database

RandomExtract

← Compare Valuable Segments

←

Checklist for Quality Research

Bullet-proof sampling approach

Continuous off-line benchmark data

Thorough data cleansing procedures

Reliable norm’s for comparison

Experience in logging and managing data

Tested technology to implement

Research expertise

Deep knowledge of online consumers

CASRO, CMOR, AAPOR, CTAM support

Thank You !!

kmabley@cyberdialogue.com