May 23, 2012

Information Yearning to be FreeLeveraging Free and Low Cost Research for Information and Insights

Obligatory Social Slide

Tweet about today’s topic: #freeresearch

Today’s Topic: Sharing free and low cost research ideas with the Cincy AMA Research SIG. #freeresearch

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Visit us at: www.empowermm.comOr http://www.empowermm.com/blog1/

#freeresearch

Objectives

» Share free or low cost research tools we use» Learn about free or low cost tools you use» Identify watch-outs of free research

#freeresearch

Empower’s Decision Sciences Team

» Market Research, Online and Media Analytics» A data-driven approach• Fuel insights• Inform decision making• Demonstrate success

» Changes to client’s business = changes to ours» Information Yearning to Be Free; Leveraging Free

and Low Cost Research for Information and Insights

#freeresearch

Free or Low-cost Research Matrix

Quantitative• Survey Methods• Qualtrics• Google Market Research• Google Analytics• 4Q Website Study

Qualitative• Gutcheckit• Field Agent• Qualview

Social• Board Reader• Twitterfall• Radian6

Geodemographic• MapPoint• Demographics Now

#freeresearch

Quantitative

» Quantitative Research• Poll Everywhere• Survey Methods – perfect for convenience samples• Qualtrics• Google Market Research • Google Analytics• 4Q

#freeresearch

Google Market Research Example

#freeresearch

Qualitative

» Great for in-depth insights and motivations» Not projectable to a larger group» Qualitative Online Research• Gutcheckit• Field Agent• Qualvu

#freeresearch

Online Qualitative Example

#freeresearch

Social Listening to Learn Tools» Note the volume and tone of the online

conversation about your brand.» What can we learn about key conversation threads,

uncovered consumer needs or even brand benefits around your brand and its competitors.

» Social Listening to Learn Tools• Board Reader • Twitterfall• Radian6

#freeresearch

Twitterfall Example

Geodemographic Tools

» Great for visually spotting local market conditions» Use of lifestyle clusters based on ‘birds of a

feather flock together’» Geodemographic Tools• US Census• Google Earth• MapPoint• Demographics Now

#freeresearch

Reaching Mexican Consumers» The US/Mexico border crossing is less than 3-miles south of

the new location but Mexican consumers must first pass a Walmart and GNC.

Trade Area Analysis- Laredo1 Mile Radius 3 Mile Radius 5 Mile Radius

Total Population 5,286 85,932 161,897

Expected Population Growth 2011-2016

7.6% 14.6% 12.9%

Percent Female 52.8% 51.9% 52.3%

Percent of Females ages 35 to 64 (as a percent of all women)

25.7% 29.6% 30.6%

Total Households 1,713 24,560 46,536

Median Household Income $65,086 $50,115 $42,718

Percent Hispanic 93.1% 94.5% 95.3%

Percent of Households with children

47.2% 51.8% 50.7%

Health Care Supplies and Equipment Expenditures by Household

$1,064 $879 $817

Personal Care Products Expenditures by Household

$225 $182 $167

Total Employees 6,055 38,278 65,076

Source: Demographics Now 2012

Lifestyle Segments - Laredo

SegmentPercent

of US HH’s

Percent of 3-mile

trade areaDefinition

Nuevo Horizons1% 70%

Middle aged, mid-scale income Hispanic families living mainly within

US border cities

Ciudad Strivers 1% 22%Mid-scale Hispanic families and single

parents in gateway communities.TOTAL OF

SEGMENTS 2% 92%

Only two Mosaic lifestyle segments represent 92% of the trade area’s households compared to only 5% representation in the US.

When Free Bites Back…The Downside

» Biased research providers• Networks• Publishers

» Data paralysis» Incomplete

#freeresearch

Thank You.