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

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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

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Survey Strength

Surveys are for precision counting

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SMR Qualitative Solution

Coffee Shops

Fast Food Restaurants

Casual Dining

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Survey: By Retailer and Country

0

20

40

60

80

US Canada

Percentage of people who have purchased a beverage P30D

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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

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Stage 2: SMS Survey

24 hour diary

Prequalified from survey

Additional incentive

Triple opt-in

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SMS Problem

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SMS 24 Hour Diary

Large Medium Small Extra Large

0

40

80

120

lrg

exl

smal

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Stage 3: Social Media Research

Time Travel

Thousands of variables

Perfect reliability

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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

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Why SMR? These Aren’t Food Outlets!

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Besides Food Outlets

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Coffee & What?

Biscotti

Pudding

Pie - Sweet

Brownies

Cupcakes

Cinnamon

Cookies

Ice Cream

Cake

Chocolate

Donuts

Dessert

0% 20% 40% 60% 80% 100%

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SMR: Create a Personality

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…To Create The “Collateral.”

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Stage 4: Thank Your Respondents

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Conclusion

Don’t choose a method Do choose an objective

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Thank You!

Sonny Garcia

Vice President, Research Now

sgarcia@researchnow.com

www.researchnow.com