Toluna quicksurveys2 0 launch presentation
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LONDON | PARIS | FRANKFURT | AMSTERDAM | NEW YORK | SEATTLE | DALLAS | HAIFA | SYDNEYWILTON | 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
We know online behaviours are changing
Infographic from Flowtown
‘My Mom is on Facebook?’
Survey-taking behaviours changing too!
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?
Social Media to drive new research tools
Harnessing toluna.com community traffic
Context
– 4m-strong community loves to vote & share opinions
– Brands & agencies need faster, more agile MR solutions
Aims
– 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, charities
Member engagement concepts
Richer member portraits
ALL the above allowed us to target surveys
with a much higher level of precision
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 results
Creating community, not just membership
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 AdAgencies
Media Planning
Digital Agencies
MRAgencies
SME/Edu /
Charities
Speed
Cost
Some needsare basic
Omnibus Alternative
Pitch Support
Use for free
Re-sell data
Incidence Check
LONDON | PARIS | FRANKFURT | AMSTERDAM | NEW YORK | SEATTLE | DALLAS | HAIFA | SYDNEYWILTON | GURGAON | MUNICH | LOS ANGELES | ANDOVER | TOKYO | TIMISOARA | TORONTO
Let’s take a look
LONDON | PARIS | FRANKFURT | AMSTERDAM | NEW YORK | SEATTLE | DALLAS | HAIFA | SYDNEYWILTON | GURGAON | MUNICH | LOS ANGELES | ANDOVER | TOKYO | TIMISOARA | TORONTO
Case Studies
Linus Gregoriadis
Research Director,
Econsultancy case study
How we use QuickSurveys
| 18
About Econsultancy
A publisher.
A research house.
A training company.
An online resource.
A community of online marketing professionals.
We write reports, run training and events related to
best practice digital marketing.
| 19
Our reports and content:
The Econsultancy blog (one of the leading
marketing blogs on the internet)
Survey reports
Best practice guides
Trends and innovation briefings
Smartpacks
Printed magazine (JUMP)
| 20
QuickSurveys on the Econsultancy blog
Christmas delivery survey
Survey of 2,000 respondents
UK consumers
Related to online purchases
over Christmas
http://econsultancy.com/blog/7039-christmas-delivery-nearly-a-quarter-of-orders-
were-late
| 21
1. Did you order any goods online in December?
2. Did retailers advise you of possible weather-related
delays before you placed your order?
3. Did your goods arrive on time?
4. If the order was late, how many days late was it?
5. If a retailer failed to deliver on time, would you
shop with them again?
Questions in the Christmas survey
| 22
Supermarket survey
Looked at consumers' online grocery shopping habits
http://econsultancy.com/blog/7101-tesco-has-the-best-supermarket-website-
survey
| 23
Online travel survey
http://econsultancy.com/blog/7134-what-do-customers-want-from-travel-websites
http://econsultancy.com/blog/7136-why-do-people-follow-brands-on-facebook
Facebook and brands
Other surveys on the blog
| 24
http://econsultancy.com/blog/7209-more-than-half-of-consumers-buy-books-
online-survey
Buying books online
| 25
http://econsultancy.com/blog/7278-china-is-the-east-the-new-west-for-e-commerce
International research
Looking at e-commerce in China
| 26
QuickSurveys for Econsultancy reports
Social gaming smart pack
Survey of 2,000 respondents
UK consumers
Trends in social gaming and
use of gaming products
Over 2000 downloads to
date
http://econsultancy.com/reports/social-gaming-report
http://econsultancy.com/blog/7022-social-gaming-trends-for-2011
| 27
Social gaming smart packStats also used in press release
http://econsultancy.com/press-releases/5359-new-report-a-fifth-of-consumers-
playing-social-games-online
| 28
1. Do you play social games online?
2. Typically, how often do you play social games?
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
| 30
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.
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
Online Communities
- Fast quant turnaround
- Branded environment
- Online qualitative insight
- Sharing surveys & reports
Channels
- Artist communities
-Collaboration in key
Toluna QuickSurveys2.0
Case Study – Willow Smith
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 time
Any questions?
What’s coming?
Feasibility tool
Grid questions
More countries
Templates
Reseller / white label toolkit
User community
And more....
Your QuickSurvey resources
Tolunaquick.com
– Top tips
– Video
– Tutorial
– Case studies
– FAQ
Social media assets
Email: [email protected]
Twitter: @tolunaquick
Facebook: facebook.com/tolunaquick
YouTube: youtube.com/tolunaquick
Slideshare: slideshare.net/tolunaquick