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Innovation MashupHow to combine panel, mobile and social research data
Annie Pettit, Ph.D.
VP, Research Standards
Research Now
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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)
0
20
40
60
80
18-29 30-39 40-49 50+
Home
In Transit
At Work
At Restaurant
Other
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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
0
40
80
120
Large Medium Small Extra Large
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
0
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?
0% 20% 40% 60% 80%100%
Biscotti
Pudding
Pie - Sweet
Brownies
Cupcakes
Cinnamon
Cookies
Ice Cream
Cake
Chocolate
Donuts
Dessert
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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!
Annie Pettit Ph.D.
VP Research Standards, Research Now
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Twitter.com: @ResearchNowUS/ @ResearchNowCA/ @Conversition
Facebook.com: Research Now US/ Research Now CA/ Conversition Strategies
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