View
841
Download
2
Category
Preview:
DESCRIPTION
Presentation by: Michael Mayers, VP, Business Development
Citation preview
A day of social media insights
Michael Mayers
Vice President, Business Development
Can a mixed mode approach to social media research power consumer insight?
About Conversition
2
• Founded in 2009 by senior managers from IPSOS and NPD Group
• Acquired in May 2011, part of the e-Rewards, Inc. group of companies
• Social media research data provider focussed exclusively on the needs of the agency- and corporate market researcher
• Advocates a mixed-mode “listening & asking” approach to social media research
Conversition is a social media research data provider
The research challenge
3
• Focus on a brand which I had never heard of...
• ...in just one day to complete study design, fieldwork, and analysis!...
• ...using only social media-driven research...
Taking a consumer-driven approach to brand research
4
Listen
Ask
• Meaningful
• Validated
• Actionable
Relevant
Authentic
The methodology...
• Structure & codification
• Exploration & discovery
• Hypothesis generation
• Dimensionalize
• Confirm
• Validate
5
The brand of which I had never heard...
“Just what is Chick-fil-A doing so very
right, and is there room for improvement?”
6 Source: Chick-fil-A website and filings
9:00am 10:30am 11:15am 1:30pm 4:00pm 6:30pm
The Chick-fil-A mission: To be America’s best Quick-Serve Restaurant
2.00
3.22 3.58
4.05
2006 2009 2010 2011
Chick-fil-A annual sales ($Billions)
7
Listen to unsolicited customer comments, codify findings
Source: Conversition “EvoListen” social media consumer verbatims from period 1 Jan – 31 Dec 2011.
10:30am 11:15am 1:30pm 4:00pm 6:30pm 9:00am
Went to chick-fil-a today
drive thru, cashier said I
had waited to long. Gave
me my order for free
Waiving food payment
LOVE that they offer church services
for employees. #JesusSaves
Associations with Christianity
Pull up to the window at
Chick fil A , cashier said
car in front paid for your
order.
Paying it forward
Chick-fil-A has the best
employees. It's so nice to
hear "my pleasure!”.
Politeness of staff
employee standing outside the drive thru
window to hand your food to you so you
don't have to lean out!
Broad service footprint
8
31
21
14
13
10
6
5
Friendliness of the staff
I don't know or have no opinion on Chick-fil-Arestaurants
New menu options (for example, Banana PuddingMilkshake)
Promotions like free breakfast Thursday
The brand's strong association with Christianity
Service that extends beyond the restaurant (forexample, car park attendants)
Other
Staff friendliness is the
most valued component of
the Chick-fil-A experience
Confirm and quantify themes with fast survey to inform subsequent study design
Thinking about the Chick-fil-A chain of restaurants, what aspect of the customer
experience do you most value?
Source: Conversition survey using Crowdvi.be fielded March 3, 2012 (n=100). Response time = 7 mins.
10:30am 11:15am 1:30pm 4:00pm 6:30pm 9:00am
9
Source: Conversition survey using SurveyTool fielded March 3, 2012 amongst respondents who most valued “Friendliness of the staff” (n=363).
There is one lady
that…always remembers
my children, and their
sports
Know the regulars
I appreciate the genuine smiles
Smile
They are very talkative
and sweet…I enjoy a
bit of conversation
Talk
[They] offer to help bring my
tray to the table when I have
my hands full with my children
Help out
They greet…and genuinely seem to
appreciate their customers
Greet
Friendliness the
Chick-fil-A way
Drop data into analytical framework, analyze results
10:30am 11:15am 1:30pm 4:00pm 6:30pm 9:00am
“Paying it forward” is a meaningful phenomenon and worthy of further investigation...
10
14% had experienced someone else “paying it forward” to them
22% had “paid it forward” to someone else
...are Chick-fil-A customers more charitable than other category users?
Drop data into analytical framework, analyze results
Source: Conversition survey using SurveyTool fielded March 3, 2012 amongst respondents who had visited Chick-fil-A within the previous 3 months (n=1,020).
10:30am 11:15am 1:30pm 4:00pm 6:30pm 9:00am
Wait times, location, and
price perceptions are areas
of concern for the brand:
Satisfaction is relatively low
for these important category
attributes
11
Hi
Lo Hi
Source: Conversition survey using SurveyTool fielded March 3, 2012 amongst respondents who had visited Chick-fil-A within the previous 3 months (n=1,020).
Range of menu items
Cleanliness of restaurant
Friendliness of employees
Availability of parking
Location
Opening hours
Time spent in line
Price
Table service Imp
ort
ance
(Q
SR c
ateg
ory
)
Satisfaction (Chick-fil-A)
So is Chick-fil-A doing EVERYTHING right?:
Category attribute stated importance versus Chick-fil-A satisfaction
Drop data into analytical framework, analyze results
10:30am 11:15am 1:30pm 4:00pm 6:30pm 9:00am
DANG IT!!!!!! Chick-fil-a prices went up!!!!! The world is ending.
Chick fil A has went up on there prices!!! Smh!!!! Just tries this whole Chick-
fil-a "thing." While good, the hype left it Very
underwhelming. And exuberantly overpriced..
12
Drop data into analytical framework, analyze results
Chick-Fil-A is overpriced garbage.
super slow, super expensive.. But there's
nothing like chick fil a in the morning
I dont like Chick-Fil-A cause their small ass portions of food dont feel you up and the
PRICES TOO DAMN HIGH
When did Chick-Fil-A get so expensive? A 12 piece
chicken nugget meal was almost $8!
Source: Conversition “EvoListen” social media consumer verbatims from period 1 Jan – 31 Jan 2012.
Recent 2012 price increase has not been well received...
...is pricing out of kilter with both their category and the economic reality faced by customers?
10:30am 11:15am 1:30pm 4:00pm 6:30pm 9:00am
13
Chick-fil-A enjoys market-beating goodwill with a loyal customer base, but wait times are
becoming noteworthy…
React to demand on a case-by-case basis and gain local depth / category share of
requirements with new restaurant openings
…and the prices are beginning to bite… Trial menu items that address customers who
want lower priced options
…though “bonus” events such as free meals create goodwill and fit into an emerging trend
of “paying it forward”…
(If not done so already) issue guidance to restaurants on trigger occasions for free food
orders
…and the range of menu items, friendliness of staff, and cleanliness of restaurants continue to
be major satisfaction drivers.
Continue with menu development program, reward service scores, and ensure restaurant
upgrades remain a priority
Example summary and recommendations
10:30am 11:15am 1:30pm 4:00pm 6:30pm 9:00am
Why use integrated social media research?
14
• Listen first: Take a consumer-driven approach to your research. Listen to what brand stakeholders have to say.
• Flexible, relevant, real-time research: With no trade off in quality or actionability.
• Cost effective: Exploit the cost advantages of social media-based research channels.
This methodology exploits the strengths of passive social media listening with traditional survey techniques to quickly and cost-effectively deliver meaningful, substantiated, actionable consumer insights
Q&A For more information email us at:
hello@conversition.com
Recommended