Upload
liliana-wilcox
View
214
Download
0
Embed Size (px)
Citation preview
Innovation MashupHow to combine panel, mobile and social research data
Sonny GarciaVice President, Strategic GroupResearch Now
2 © 2010 Research Now
Method Mash-up
SMS DiaryLive behaviour
SMRSerendipity, sample size
SurveyFreq, volume,
rep demos
Incent by sharing SMR results
Invite from online survey
Code using SMR system to achieve reliability
Tighten the focus with SMR data
Deep dive of online survey findings
Deep dive of SMS findings
3 © 2010 Research Now
Stage 1: Quantitative Survey
As much probability sampling as any non-probability sample will permit
2,006 responders 1,002 US census rep 1,004 Canada census rep Full demographic profiling (Age, Gender, etc.) Assuming probability sample: Range of error max 2.2 points
4 © 2010 Research Now
Survey Strength
Surveys are for precision counting
5 © 2010 Research Now
SMR Qualitative Solution
Coffee Shops
Fast Food Restaurants
Casual Dining
6 © 2010 Research Now
Survey: By Retailer and Country
0
20
40
60
80
US Canada
Percentage of people who have purchased a beverage P30D
7 © 2010 Research Now
Survey: By Age and Location
Where do you usually drink coffee? (Among buyers)
18-29 30-39 40-49 50+0
20
40
60
80
HomeIn TransitAt WorkAt RestaurantOther
8 © 2010 Research Now
Stage 2: SMS Survey
24 hour diary
Prequalified from survey
Additional incentive
Triple opt-in
9 © 2010 Research Now
SMS Problem
10 © 2010 Research Now
SMS 24 Hour Diary
Large Medium Small Extra Large
0
40
80
120
lrg
exl
smal
11 © 2010 Research Now
Stage 3: Social Media Research
Time Travel
Thousands of variables
Perfect reliability
12 © 2010 Research Now
Why SMR? Pre and Post Survey Data
Jan-
10
Feb-
10
Mar
-10
Apr-1
0
May
-10
Jun-
10
Jul-1
0
Aug-
10
Sep-
10
Oct-1
0
Nov-1
0
Dec-1
00
20
40
60
Dunkin Donuts Starbucks Tim Horton's
13 © 2010 Research Now
Why SMR? These Aren’t Food Outlets!
14 © 2010 Research Now
Besides Food Outlets
15 © 2010 Research Now
Coffee & What?
Biscotti
Pudding
Pie - Sweet
Brownies
Cupcakes
Cinnamon
Cookies
Ice Cream
Cake
Chocolate
Donuts
Dessert
0% 20% 40% 60% 80% 100%
16 © 2010 Research Now
SMR: Create a Personality
17 © 2010 Research Now
…To Create The “Collateral.”
18 © 2010 Research Now
Stage 4: Thank Your Respondents
19 © 2010 Research Now
Conclusion
Don’t choose a method Do choose an objective
20 © 2010 Research Now
Thank You!
Sonny Garcia
Vice President, Research Now
www.researchnow.com