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

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Online Research Community 160,000+ Canadians

300+ profiling variables

Digital DesignData Collection

Analytics + Insight

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ABOUT DELVINIA

Design + Data

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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

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ABOUT DELVINIA

Innovation & Thought Leadership

White Papers Platform Experimentation Workshops & Presentations

Technology ApplicationsData Products

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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

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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

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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

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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

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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

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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

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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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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