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Social listening has a future in market research.

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Presentation on theme: "Social listening has a future in market research."— Presentation transcript:

1 Social listening has a future in market research

2 4.21 BASE MARGIN 4.19 TOP MARGIN 3.51 CHART TOP LEFT MARGIN RIGHT MARGIN 2.11 X AXIS DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Social listening has a future in market research © TNS 26th February 2015 Venture capital investments (USD) Traditional market research analytics Big data Social media 2 Source: the-money-the-investment-outlook-in-insights/

3 4.21 BASE MARGIN 4.19 TOP MARGIN 3.51 CHART TOP LEFT MARGIN RIGHT MARGIN 2.11 X AXIS DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Social listening has a future in market research © TNS 26th February 2015 These data are not "representative" but...  They reflect an interest  Timing information  Adoption of new behavior  New consumption Actionable data These are new very rich & meaningful data:  Free  NO mediation bias  NO "politically correctness"  Real life Data of now 4

4 4.21 BASE MARGIN 4.19 TOP MARGIN 3.51 CHART TOP LEFT MARGIN RIGHT MARGIN 2.11 X AXIS DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Social listening has a future in market research © TNS 26th February

5 4.21 BASE MARGIN 4.19 TOP MARGIN 3.51 CHART TOP LEFT MARGIN RIGHT MARGIN 2.11 X AXIS DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Social listening has a future in market research © TNS 26th February 2015 Brand Tracker Political & Social Customer Satisfaction Call Back Twitter Ratings Product Innovation Actionable Predictable Transactional In depth & speed 6

6 4.21 BASE MARGIN 4.19 TOP MARGIN 3.51 CHART TOP LEFT MARGIN RIGHT MARGIN 2.11 X AXIS DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Social listening has a future in market research © TNS 26th February 2015 Social spine into tracking from asking ….to listening 7

7 4.21 BASE MARGIN 4.19 TOP MARGIN 3.51 CHART TOP LEFT MARGIN RIGHT MARGIN 2.11 X AXIS DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Social listening has a future in market research © TNS 26th February 2015 The vision: first – new thin tracking with social spine TIME Thinner core tracking SOCIAL SPINE Planned modules Trigger modules 8

8 4.21 BASE MARGIN 4.19 TOP MARGIN 3.51 CHART TOP LEFT MARGIN RIGHT MARGIN 2.11 X AXIS DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Social listening has a future in market research © TNS 26th February 2015 Modeled data shows signs of being predictive W1W2W3W4W5W6W7W8W9W10W11W12 Survey responses amongst mass market measure your equity to be “10” You receive the results of your survey based tracker telling you your equity was “10” 3 weeks ago Modeled data from engaged ‘leading indicator’ group indicates your mass market equity will be “10” in X weeks Lead time to get the jump on competition 9

9 4.21 BASE MARGIN 4.19 TOP MARGIN 3.51 CHART TOP LEFT MARGIN RIGHT MARGIN 2.11 X AXIS DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Social listening has a future in market research © TNS 26th February 2015 We have now seen similar success across categories R2 = 98% Brand Health CPG – long purchase cycle CPG – medium purchase cycle R 2 = 92% Brand Health CPG – short purchase cycle Automotive brand Brand Health Source: TNS US 10

10 4.21 BASE MARGIN 4.19 TOP MARGIN 3.51 CHART TOP LEFT MARGIN RIGHT MARGIN 2.11 X AXIS DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Social listening has a future in market research © TNS 26th February 2015 Then we look to extend the sales modeling too: Robust sales model created for Brand ‘O’ R 2 = 92% Sales 23

11 “Yesterday I dare to struggle, today I dare to win.” Bernadette Devlin 11

12 4.21 BASE MARGIN 4.19 TOP MARGIN 3.51 CHART TOP LEFT MARGIN RIGHT MARGIN 2.11 X AXIS DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Social listening has a future in market research © TNS 26th February 2015 Brand Tracker Political & Social Customer Satisfaction Call Back Twitter Ratings Product Innovation Actionable Predictable Transactional In depth & speed 12

13 4.21 BASE MARGIN 4.19 TOP MARGIN 3.51 CHART TOP LEFT MARGIN RIGHT MARGIN 2.11 X AXIS DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Social listening has a future in market research © TNS 26th February 2015 A pilot study Survey component customer survey Social media component Three months of social media monitoring Social Media Monitoring Survey 5 MayJuneJulyAugust

14 4.21 BASE MARGIN 4.19 TOP MARGIN 3.51 CHART TOP LEFT MARGIN RIGHT MARGIN 2.11 X AXIS DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Social listening has a future in market research © TNS 26th February 2015 Understand your social conversations 14 Extract company relevant content from billions of conversations 1. Social content on BA: N = 127, Customer Experience relevant: N = 46, Service touchpoints: N = 34,888 Condense into smaller volume of customer experience content

15 4.21 BASE MARGIN 4.19 TOP MARGIN 3.51 CHART TOP LEFT MARGIN RIGHT MARGIN 2.11 X AXIS DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Social listening has a future in market research © TNS 26th February 2015 Low Impact on relationship High Low Social buzzHigh The combination of buzz and the impact on customer relationships determine where and how to react 15 How can you leverage positive buzz? Survey Social Media Analysis

16 4.21 BASE MARGIN 4.19 TOP MARGIN 3.51 CHART TOP LEFT MARGIN RIGHT MARGIN 2.11 X AXIS DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Social listening has a future in market research © TNS 26th February 2015 Low Impact on relationship High Low Social buzzHigh The combination of buzz and the impact on customer relationships determine where and how to react 16 How can you leverage positive buzz? Survey Social Media Analysis Positive: stimulate Negative: respond & appease Positive: stimulate Negative: manage process & repair relationship Positive & negative: acknowledge & observe Positive: respond Negative: fix

17 4.21 BASE MARGIN 4.19 TOP MARGIN 3.51 CHART TOP LEFT MARGIN RIGHT MARGIN 2.11 X AXIS DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Social listening has a future in market research © TNS 26th February 2015 Brand Tracker Political & Social Customer Satisfaction Call Back Twitter Ratings Product Innovation Actionable Predictable Transactional In depth & speed 14

18 4.21 BASE MARGIN 4.19 TOP MARGIN 3.51 CHART TOP LEFT MARGIN RIGHT MARGIN 2.11 X AXIS DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Social listening has a future in market research © TNS 26th February 2015 Daily Top 5 program - – twitter ratings 16 Deep dive: Making sense of social TV Improve media planning Improve buying decisions Connecting with socially engaged TV viewers

19 4.21 BASE MARGIN 4.19 TOP MARGIN 3.51 CHART TOP LEFT MARGIN RIGHT MARGIN 2.11 X AXIS DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Social listening has a future in market research © TNS 26th February Social launch evaluation: speed is the key benefit W1W3W4W5W6W7W8 ! W10 Pre-launch hype At launch discussion, campaign driven Post launch organic conversation, debating product benefits Date on which traditional methodology could start evaluation

20 4.21 BASE MARGIN 4.19 TOP MARGIN 3.51 CHART TOP LEFT MARGIN RIGHT MARGIN 2.11 X AXIS DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Social listening has a future in market research © TNS 26th February 2015 Drive virality + optimise live launch campaign How successful was this launch at generating buzz? VolumeContent Virality What messaging was taken out most strongly? Is it aligned to product benefits? What has the most impact in terms of triggering spread of the conversation?

21 4.21 BASE MARGIN 4.19 TOP MARGIN 3.51 CHART TOP LEFT MARGIN RIGHT MARGIN 2.11 X AXIS DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Social listening has a future in market research © TNS 26th February 2015 Actionable Predictable Transactional In depth & speed 14

22 4.21 BASE MARGIN 4.19 TOP MARGIN 3.51 CHART TOP LEFT MARGIN RIGHT MARGIN 2.11 X AXIS DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Social listening has a future in market research © TNS 26th February Trui


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