How to Develop a Multi-Channel Research Strategy

SURVEY ANALYTICS WEBINARMarch 26th 2014

Wednesday, March 26, 14

Esther LaVielleVP of Client Services

“HI FOLKS!”

Greg BenderMobile Product Manager

Gina Yeagley Director of Marketing



“HI FOLKS!”

4 Years with Survey Analytics7 Years Market Research ExperienceQualitative & Quantitive

“When I’m not working and assisting clients with market research projects, I enjoy being in nature, traveling, cooking new recipes, trying out new restaurants, and hanging out with my dog, Cooper.”





“HI FOLKS!”





3 Years with Survey Analytics 18 months managing mobile app development15 years in software and data management experience

“ I am personal, father of 4 who enjoys coaching, brewing beer, camping and travel. I also make the best homemade pizzas in all of Ohio!”



“HI FOLKS!”




7 Years of Creative Direction and Content Marketing4 Years Leading Software Demand Generation Programs

“When I'm not creating new and exciting stories about Survey Analytics, I am likely to be enjoying a sporting event, playing a video game, jamming on the piano, or spending time outside away from it all.”


3 Years with Survey Analytics 18 months managing mobile app development15 years in software and data management experience

“ I am personal, father of 4 who enjoys coaching, brewing beer, camping and travel. I also make the best homemade pizzas in all of Ohio!”


How to Develop a Multi-Channel Research Strategy


AGENDA• What is it & Why It’s Time To Adapt Multi-Channel Research

(MCR) Strategy

• Benefits of Adapting Multi-Channel Strategy

• Challenges & Pitfalls To Avoid

• How to run a Successful Multi-Channel Research Project: St. Patty’s Day Research Project Example

• Simplify the Analysis of MCR: All in ONE Place

• Demonstration Overview: Greg Bender

• Overview of St. Patty’s Results

• Q & A


WHAT IS MULTI-CHANNEL RESEARCH?


MULTI-CHANNEL RESEARCHNot talking about Cable TV Channels!

*Market research projects that have 2 or more deployment strategies to reach your target respondent base.


MULTI-CHANNEL RESEARCHNot talking about Cable TV Channels!

*Market research projects that have 2 or more deployment strategies to reach your target respondent base.


WHY MULTI-CHANNEL RESEARCH?

• Social Media is now an integral part of research

• Improvements in Data collection - online, offline surveying tools, mobile research, sample explosion

• Creation of new Research roles - IT working with MR closer to attain research goals

• Enhanced Data Analysis tools and reports

• Big Data for increased analysis options growing

Technology Makeover in Market Research Results:










































QUESTIONS TO ASK . . .Who and where are your target audience?

Are you response rates changing over time?

Do you need to supplement additional respondents? In person, phone, online, sample?

Have you reviewed your target audiences’ smart phone usage? Are they using QR codes, or like to download apps?

Are you running field surveys with pen/paper?

Are you looking to improve customer loyalty and social media interactions?





































BENEFITS OF MULTI-CHANNEL RESEARCH


THE PROSBenefits Of Multi-Channel Strategies:

*Covers all target audience

*Data to be stored and collected, or later imported into one place for data analysis

*Able to segment by deployment strategies

*Adaptation for strategy is flexible! Learn from each deployment and change design for future studies.


CHALLENGES & PITFALLS


AVOID THE PITFALLSPlan Ahead & Decide:

*Does my current research platform offer me enough flexibility to adapt a multi-channel research strategy?

*Is it flexible enough to handle changes I need to do for future studies?

*How easy is it to review and segment the data by different channels?

*Are there too many hands in the pot? What can I consolidate?


CAN YOU ADD TRADITIONAL RESEARCH METHODS?Yes!

*Multi-channel research strategies can and should include traditional research methodology as you are trying to adapt to a new research method.

*The value of feedback from focus groups, interviews, phone surveys, and mail-in surveys will always be high and should still be considered.

*Can used as the core of the project or as an augmentation strategy.

*Depends on the project needs which percentage traditional vs. tech driven data collection methodology to go with.

Import results to Survey Analytics: All in One bucket!


HOW DOES ONE GET STARTED?Case Study Survey Analytics’ St. Patty’s Day Research Project

Started & Completed in 10 Days


THE SET UPGetting Started

*Approached by USA Today to do a follow up study on our popular craft beer study in January

* Established client goals: Find out what people are doing for St. Patrick’s Day, and if they plan to celebrate and consume alcohol.

* Number of people surveyed: 1300 completes US Residents, 50/50 males & females between the age of 21-65Emphasis on 21-45

* Collaborated with Finn Partners to put together a list of survey questions that met USA Today’s research Goals




















WHERE TO GET SAMPLE?Evaluation of Sample/Respondent needs:

Objective: 1300 completeMix of Mobile and Online respondents

*1- Internal Survey Analytics respondent panel

*2- Partnership with QSample to provide sample at a moment’s notice

*3- Marketing on social media and online forums

*4- Survey Pocket Field respondents at Beerfest

*5- Incentive $100 Amazon gift card drawing!


































SURVEY PROGRAMMINGTip: Make sure that the survey you program is compatible on multiple platforms: Mobile & Online!

* Only need to program it once in Survey Analytics: Multi-deployment channel already built in to target respondents

* Dedicate time to TEST on all platforms!

* All data flows into one area

* Apply custom variables or external references to survey URL for tracking both online and in person marketing (QR Codes/ Marketing banners, etc.)




















MULTI-CHANNEL SECURITYSecurity settings in all surveys is important, and x times more important for every additional channel you plan to use

* Make sure to outline security settings expectations for each: Online survey, mobile, online community, in person, phone, etc.

* Set up security options in Survey Analytics that would best meet the needs of the survey project.

Example: One response per person only!


MULTI-CHANNEL SECURITYSecurity settings in all surveys is important, and x times more important for every additional channel you plan to use

* Make sure to outline security settings expectations for each: Online survey, mobile, online community, in person, phone, etc.

* Set up security options in Survey Analytics that would best meet the needs of the survey project.

Example: One response per person only!


SET UP DEPLOYMENT SCHEDULESet up a Calendar & Schedule deployment on multiple platforms on different dates/times

*1- Social Media Marketing Campaign

*2- Posters, collateral QR code URL promotions

*3- Field data collection deployment

*4- Deploy to internal panel

*5- Supplement with Sample company (qSample)


FUNNEL DATA ALL IN ONE PLACE


MULTI-CHANNEL ANALYTICS SIMPLIFIEDAll data from multiple channels should be in one place

* Save time compile data from multiple channels!

* Segment by deployment channels

* Compare results to see which deployment channels work the best & cost effective

* Export/Download to xls, csv, spss, sql, ppt, word, etc.


























DEMO


SURVEY RESULTSAs seen in USA Today!


ST. PATRICK’S DAY 2014 STUDY


If you have any further questions regarding what you saw in this presentation, contact us at:

[email protected]

1-800-326-5570

@SurveyAnalytics

Q & A


mailto:[email protected]

mailto:[email protected]

http://www.surveyanalytics.com

http://www.surveyanalytics.com

Education

How to Develop a Multi-Channel Research Strategy