ONLINE MARKET RESEARCH PLATFORM

By: Group 5 Ankush Angural Gaurav Mandore Kaif Siddiqui Sumit Arora

SITUATIONAL ANALYSIS

WEBSITE/BLOG

Content/Usage
Job Listings Products Contact Information About the Organization Financial Information

Message Structure
Primary Message: Information about the products offerings Secondary Messages: Information about the organization Style: Information dissemination, problem solution, sometimes interactive

Tonality

Informative Talk-down Varies from organization to organization To gather information about the organization to analyze the offerings and their benefits To gather information about the industry if available To analyze financial information

User Behavior

SOCIAL MEDIA

FACEBOOK

Content/Usage

Information dissemination Product Promotion Contests Generating buzzwords Talent acquisition Feedback channel Complaint center Create an association with end-consumers Advertisements

Message structure

Primary and secondary messages: Varies from organization to organization Style: information dissemination, problem-solution, user-engagement
Informative Interactive Engaging Talk-down Varies from organization to organization Associate with page owner Show interest Interest in content Contests Getting updates Provide positive/negative feedback

Tonality

User Behavior

TWITTER

Content/Usage

Information dissemination Product/Event Promotion Contests Fun contents Facts and figures Primary Message: Brand association/Product benefits Secondary Message: facts and figures Style: Short, to the point, informative Informative Engaging Somewhat interactive Associate with page owner Show interest Getting updates about the organization/brand

Message structure

Tonality

User Behavior

KNOWLEDGE SHARING SITE

Examples
Slideshare Scribd

Content/Usage
Information dissemination Whitepapers/presentations Research Companys current status(financial and non-financial) Targetting specific segment of customer(businesses, students, researchers etc.)

Message structure

Primary message: Organizations status(financial and non financial) Secondary message: Research findings Style: Information dissemination Informative Talk-down Information gathering

Tonality

User Behavior

CROWDSOURCING

Users--also known as the crowd--typically form into online communities based on the Web site, and the crowd submits solutions to the site or produce its contents. The crowd can also sort through the solutions, finding the best ones. These best solutions are then owned by the entity that broadcast the problem in the first place--the crowdsourcer Benefits
Problems can be explored at comparatively little cost. Tap a wider range of talent than might be present in its own organization Customer tells what they want Highly interactive and high quality of customer data generation

ONLINE SURVEYS
What is it?
A structured way to collect standardized information from individuals using a questionnaire on the digital media. Surveys may be conducted once; at repeated intervals, or concurrently with multiple samples. They may be used to collect information from a few or many.
Way to collect information from many people; dispersed people They are easy to develop and implement They are relatively low cost You can access large numbers of people at low marginal costs Person can remain anonymous Provides standardized information across respondents Allows easy tabulation

Pros

Cons

Results can be easily biased Can miss important information questions and answer choices are predetermined Requires literacy skills Casual approach by respondents may deteriorate quality of research data
Examples: SurveyMonkey, Zoomerang, SurveyGizmo, Checkbox, LimeSurvey Help you define your survey questions Provide possible response options Send your respondents to a link to answer the survey online Allow you to customize the look and feel of the questionnaire Provide for skip logic Help you with analysis: most provide simple reports that summarize answers to each question; some let you download into Excel; more advanced packages allow for more complex analyses

What Online Survey tools can do?

OBJECTIVES
To increase user engagement and increase response rate Map the marketing research method to platform so as to enhance user experience and increase response rate Leverage inherited user engagement of platforms to improve the quality and quantity of marketing research data SMART Objectives

SMART Objectives can be set based on target organization/product/idea etc. Primary idea is to improve the quality of interaction and response in marketing research

GAP ANALYSIS

GAP ANALYSIS

Social Media
High user involvement High user engagement(compared to other online platforms) Limited customer data collection Usage mostly limited to product/brand promotion High Potential as a marketing research platform for both qualitative and Qualitative research

Website/blogs

Mostly used for information dissemination Also used as a feedback channel(contact us) Level of interaction: usually low User Engagement: medium
Currently used as online marketing tool Mostly undisguised marketing surveys both qualitative and quantitative Limited to generating survey and analyzing data Survey promotion need support from other platforms Low user engagement Data quality is questionable as user may give no data or false data

Online surveys

GAP ANALYSIS

Chatrooms

Little or no usage by companies Can be used to conduct online interviews and group discussions Promote anonymity, hence lowers the probability of falsified data

Review sites
Used for creating buzz around product Unbiased product evaluation by a third party to build up product credibility Can be used to generate qualitative data from user reviews and expert reviews Can also be used to analyze current brand positioning

Crowd sourcing

Rarely used Consumer design their own product Issue with intellectual property leakage Data may be biased Low reach Can be combined with social media to generate unbiased user inputs

STRATEGY PLANNING

MESSAGE STRATEGY
Increase user interaction Increase user engagement Generate more engaging research tools Improve reach, visibility and readability of market research tool to improve data quality and size

SOCIAL MEDIA + MARKETING RESEARCH

Social media
High user involvement High user engagement(compared to other online platforms)

Use social media for marketing research Analysis of user interaction with organizations social media account to generate qualitative data Use platform-specific apps to conduct quantitative surveys on social media sites Use of social media statistics such as most popular age group can give insights about the products positioning Reach, popularity and comparison with competitors can also be done by analyzing social media stats

IMPROVED ONLINE SURVEYS

Generate positive publicity for your survey using other digital media like social networking websites Appeal to peoples helping tendencies ask them to help by providing their input. Make the survey topic salient important Ensure that respondents see the value of the survey and their response. Point out their personal connection to the topic Tailor, personalize communications Make the questionnaire attractive and easy to complete &easy to return Provide incentives (token of appreciation) may be financial or emotional Show positive regard; Say thank you Make (multiple) follow-up contacts by email, social networking websites, blogs, etc Use a combination of survey modes telephone plus mail; internet plus mail.

OTHER ONLINE PLATFORMS

Photograph y & Posting photos on social media, websites
This kind of method can be useful as people will take part in survey by interest Photos taken over the course of a project to show development and changes Engage youth in taking and interpreting their own photos on the websites Example: You want to know what the camp experience means to youth. You randomly select a group of campers who are asked to take photos during camp. The photographers then gather in small groups to discuss their photos, why they took the photo, what it means to them, etc. Comments and remarks are recorded.

Games

Use of online games as: Matching , Jeopardy, Scattagories, etc. to collect & evaluation of collected information Instead of giving lock keys after completion of each level make system such that the respondents can answer a set of questions related to data collection Use of online educational games like Beer game to gain more data Create a game as per the required survey which leads to acquire set of quality data with higher response rate

CONSUMER REVIEW WEBSITES

Can be used to get qualitative data from user reviews Reviews from experts can also be used as qualitative data to generate new product ideas and improve existing products

SOURCE: HTTP://WWW.MEDIABISTRO.COM/ALLTWITTER/MARKET-RESEARCH_B33195

TACTICAL PLANNING
Create apps on social media platforms to secure quantitative data An Evaluation of user choice can be given as an incentive to participate

Example what brand suits you app?

Analyze data from user comments/tweets for qualitative ideas Create discussion forums on website for qualitative data Discussion forums for conducting FGDs and Interviews cost effectively

30 WAYS TO CONDUCT COST-EFFECTIVE MARKET RESEARCH USING SOCIAL MEDIA

Find out which of your promotions/offers are shareable Analyze sentiment of blog posts Find the competition Learn what that competition is doing Determine brand awareness Track keyword mentions around your products/services Determine customer satisfaction or loyalty Understand market demographics to determine your best target audience Determine your brand ambassadors Uncover your industry influencers Get feedback on new packaging or pricing Determine how saturated your market may be Find relevant hashtags Find relevant Twitter chats Determine the best social media channel(s) for future launches Test ads on Facebook before they launch Source:http://www.radian6.com/blog/2012/11/30-ways-to-conduct-cost-effective

market-research-using-social-media/

30 WAYS TO CONDUCT COST-EFFECTIVE MARKET RESEARCH USING SOCIAL MEDIA

Create surveys and polls Let users vote on different design options or TV ads DM (Direct Message) a customer on Twitter to ask a question Start a discussion on LinkedIn to source feedback Determine key phrases to add to your SEO strategy Join a relevant forum and conduct a quick focus group Determine consumer ratings with review sites like Epinions or Yelp Use Pinterest to find out what consumers are pinning from your website Use Google Analytics to uncover the top keywords used to find your website Find out which social media channel sends you the most web traffic Optimize your campaign based on whats working or not working Segment and test different ads on Facebook Create a Pinterest board of different images and see what gets repinned the most Find customer stories about your product/service

Source:http://www.radian6.com/blog/2012/11/30-ways-to-conduct-cost-effectivemarket-research-using-social-media/

THANK YOU