Innovation Mashup How to combine panel, mobile and social research data Sonny Garcia Vice President,...

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


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


Survey Strength

Surveys are for precision counting


SMR Qualitative Solution

Coffee Shops

Fast Food Restaurants

Casual Dining


Survey: By Retailer and Country

0

20

40

60

80

US Canada

Percentage of people who have purchased a beverage P30D


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


Stage 2: SMS Survey

24 hour diary

Prequalified from survey

Additional incentive

Triple opt-in


SMS Problem


SMS 24 Hour Diary

Large Medium Small Extra Large

0

40

80

120

lrg

exl

smal


Stage 3: Social Media Research

Time Travel

Thousands of variables

Perfect reliability


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


Why SMR? These Aren’t Food Outlets!


Besides Food Outlets


Coffee & What?

Biscotti

Pudding

Pie - Sweet

Brownies

Cupcakes

Cinnamon

Cookies

Ice Cream

Cake

Chocolate

Donuts

Dessert

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


SMR: Create a Personality


…To Create The “Collateral.”


Stage 4: Thank Your Respondents


Conclusion

Don’t choose a method Do choose an objective


Thank You!

Sonny Garcia

Vice President, Research Now

[email protected]

www.researchnow.com

Innovation Mashup How to combine panel, mobile and social research data Sonny Garcia Vice President,...

Documents

Transcript of Innovation Mashup How to combine panel, mobile and social research data Sonny Garcia Vice President,...