Annie Pettit - Festival of NewMR - 2010

Speaker Annie Pettit, Conversition Strategies, USA

Part 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule 5:45pm to 6:05pm (EST, New York)

Mr. Survey Flirts With

Ms. Social Media Research

Annie Pettit, PhD, Chief Research Officer

Conversition Strategies



Mr Survey Was Sad

• Survey response rates were horrible

• Focus group recruitment was excruciating

• People were complaining about the length of surveys

• People were complaining that surveys weren’t relevant to them

• And yet, so many people wanted to share so many opinions



Mr Survey Had Great Qualities

• Measure quantities and frequencies accurately

• Inquire about specific SKUs

• Precise attribute batteries

• But he needed some help or his new survey about

athletic shoes would only

be mediocre



Introducing Ms Social Media Research

• Being a girl, she could listen to millions of conversations and never get

bored

• She could identify all kinds of conversation topics whether there were 30

or 3000

• She knew how to measure them

• And, well, she thought Mr Survey

was cute!



Problem #1: Competitive Set

• Mr Survey wanted to measure his own brand and his top competitor, but

he didn’t know which brands his consumers cared about.



Brand Listing Done!How likely would you be to consider buying each of the following brands of

athletic shoes in the future?

GRID ACROSS

• Definitely would consider buying

• Probably would consider buying

• Might or might not consider buying

• Probably would not consider buying

• Definitely would not consider buying

GRID DOWN

• Adidas

• Converse

• Nike

• Puma

• Reebok



Problem #1: Retailer Set

• Mr Survey also wanted to know which retailers his consumers cared about

so he could include the most relevant ones in his survey.



Problem #2: Survey Length

• Mr Survey couldn’t include more than 5 brands or his survey would run over 15 minutes

• Data quality would suffer and his valuable panelists would be mad at him

• But he needed more answers, many more answers

Str

on

gly

Ag

ree

So

me

wh

at

Ag

ree

Ne

utr

al

So

me

wh

at

Dis

ag

ree

Str

on

gly

Dis

ag

ree

Adidas � � � � �

Adio � � � � �

Admiral � � � � �

Aigle � � � � �

Air Jordan � � � � �

Airness � � � � �

Airwalk � � � � �

Asics � � � � �

Asolo � � � � �

Avia � � � � �

Beautifeel � � � � �

Ben Sherman � � � � �

British Knights � � � � �

Brooks � � � � �

Chuck Taylor � � � � �



Ms SMR Saves the Day Again!Survey Question: How likely would you be to

consider buying each of the following brands of

athletic shoes in the future?

GRID ACROSS

• Definitely would consider buying

• Probably would consider buying

• Might or might not consider buying

• Probably would not consider buying

• Definitely would not consider buying

GRID DOWN

• Adidas

• Converse

• Nike

• Puma

• Reebok

SMR Variable: Purchase Intent

GRID ACROSS

• Really high sentiment score

• Moderately high sentiment score

• Middle sentiment score

• Moderately low sentiment score

• Really low sentiment score

GRID DOWN

• Adidas

• Adio

• Admiral

• Aigle

• Air Jordan

• Airness

• Airwalk

• Asics

• Asolo

• Avia

• Beautifeel

• Ben Sherman

• British Knights

• Brooks

• Chuck Taylor

Plus

another

300!



Problem #4: Serendipity

• Mr. Survey is actually Mr Boring. He can’t imagine all the unique types of

conversation that include his shoes.



Ms SMR goes Keraaazy!

Number of

Conversations

Negative

Conversations

Neutral

Conversations

Positive

Conversations

Shoe - Ballerina 88 2.27% 53.41% 44.32%

Shoe - Baseball 24 4.17% 62.50% 33.33%

Shoe - Basketball 821 2.68% 44.46% 52.86%

Shoe - Bowling 5 0.00% 20.00% 80.00%

Shoe - Cleats 526 3.99% 54.18% 41.83%

Shoe - Climbing 17 0.00% 17.65% 82.35%

Shoe - Dress 210 2.38% 33.81% 63.81%

Shoe - Elevator 1 0.00% 0.00% 100.00%

Shoe - Golf 531 2.26% 45.20% 52.54%

Shoe - Hiking 76 0.00% 36.84% 63.16%

Shoe - Lacrosse 0 0.00% 0.00% 0.00%

Shoe - Moccasins 42 0.00% 35.71% 64.29%

Shoe - Orthopedic 19 0.00% 26.32% 73.68%

Shoe - Platform 0 0.00% 0.00% 0.00%

Shoe - Pumps 171 1.75% 56.14% 42.11%

Shoe - Rain 13 23.08% 38.46% 38.46%

Shoe - Runners 6992 3.39% 46.60% 50.01%

Shoe - Safety 21 14.29% 23.81% 61.90%

Shoe - Sandal 1246 8.99% 52.25% 38.76%

Shoe - Slingback 32 0.00% 31.25% 68.75%

Shoe - Slippers 418 4.55% 33.49% 61.96%

Shoe - Snow 88 1.14% 39.77% 59.09%

Shoe - Swimming 3 0.00% 33.33% 66.67%

Shoe - Tennis 466 3.65% 43.78% 52.58%

Shoe - Toe Cap 0 0.00% 0.00% 0.00%

Shoe - Tongue 0 0.00% 0.00% 0.00%

Shoe - Walking 72 1.39% 43.06% 55.56%



Mr Survey Falls in Love

• But Ms SMR didn’t stop at shoes. She was pretty darn noisy about

everything!



Oh, How Loved Blossomed!Number of

Conversations

Negative

Conversations

Neutral

Conversations

Positive

Conversations

Butter 59 1.69% 42.37% 55.93%

Cafe 37 0.00% 37.84% 62.16%

Cake 91 4.40% 51.65% 43.96%

Caramel 12 0.00% 25.00% 75.00%

Cheese 760 3.42% 49.08% 47.50%

Chicken 14 0.00% 64.29% 35.71%

Chili 22 9.09% 63.64% 27.27%

Chocolate 143 1.40% 62.24% 36.36%

Cookies 40 12.50% 40.00% 47.50%

Cream 119 5.04% 37.82% 57.14%

Cupcakes 14 0.00% 42.86% 57.14%

Dairy 937 3.20% 48.03% 48.77%

Desserts 455 3.74% 54.29% 41.98%

Donuts 27 0.00% 22.22% 77.78%

Eggs 32 6.25% 59.38% 34.38%

Espresso 22 0.00% 31.82% 68.18%

Fast food 25 4.00% 76.00% 20.00%

Fibre 80 2.50% 55.00% 42.50%

Fish 109 12.84% 41.28% 45.87%

French Fries 13 0.00% 61.54% 38.46%



Mr Survey Proposes

• I want to give you product quantities and frequencies

• I want to give you census and target population generalizability

• I want to give you precise attribute battery responses

• Will you marry me?



Ms Social Media Research Accepts

• I want to give you unimaginable sample sizes

• I want to give you flavour around your key measures

• I want to give you unending competitive brand lists

• I want to give you serendipity and crazy ideas

• I will marry you!



From that day forward,

Mr. and Mrs. Social-Media-Research-Survey

conduct market research together and

they lived happily ever after



Q & A

Annie Pettit and Susan Sweet



Thank you

Annie Pettit, PhD

Chief Research Officer

Conversition Strategies

[email protected]

Marketing

Annie Pettit - Festival of NewMR - 2010