1. Research Methods for Understanding your Audience
Kevin Mabley
VP Strategic & Analytical Services
Cyber Dialogue Inc

2. Answers to Marketing Questions
What is the demographic composition and usage profile of my site visitors?
What content and features should I include on my site?
How does my site stack up vs. the competition?
Which visitors are more valuable, and why?

3. Research Methodologies1.
Syndicated Research
Online Panel Surveys
Site Intercept Surveys
Customer Database Surveys & Modeling
Advanced Analytics
MARKET
TRENDS ASSESSMENT 2.
TARGET
MARKET 3.
YOUR
CUSTOMERS 4.
ROI $

4. Site Intercept Surveys
2. Invited to participate in Study
1. Sign-on to
Site
3. Complete
Survey
4. Study completed, visitors continue surfing

5. HTML Surveys
CATI flexibility (skip logic, randomization and rotations)
Response validation
Error-checking
Multi-media capable
At the right time, in the right medium

6. Who are MEDLINEplus visitors
Site Visitor’s Role:

7. Who are MEDLINEplus visitors
How often do they visit the site?

8. Who are MEDLINEplus visitors
Access Location:

9. Building a Research Database
Agreement to participate in future research:
N=2,850
Re-contact for Future Studies
N =
1,311

10. Satisfaction Measures

11. Actions Taken
Result of Visiting MEDLINEplus:

12. Comparisons to Benchmarks
Industry Benchmarks vs. Visitor Profile

13. Behavior Tracking and Data Weighting
Survey
N=1,000
Tracking
Cookie attached
N=1,000
Control
Cookie attached
Tracking
Behavior Tracking and Data Weighting

14. Add in behavioral data... Log File Data...
StartTime Duration Browser OS Referrer ID
11/8/99 10: :40 Microsoft Internet Explorer/ Windows
11/8/99 10:11 11:25 Microsoft Internet Explorer/ Windows
11/8/99 10: :53 Microsoft Internet Explorer/4.0.1 Windows
11/8/99 10: :29 Netscape Navigator/ Windows
11/8/99 10:33 11:42 Netscape Navigator/ Windows
11/8/99 10: :54 Microsoft Internet Explorer/ Windows NT
11/8/99 11: :41 Microsoft Internet Explorer/4.0.1 Windows
11/8/99 11: :24 Microsoft Internet Explorer/4.0.1 Windows
11/8/99 11: :13 Netscape Navigator/ Windows
11/8/99 11: :17 Microsoft Internet Explorer/ Windows
11/8/99 11: :10 Microsoft Internet Explorer/ Windows
11/8/99 12: :40 Microsoft Internet Explorer/ Windows
11/8/99 12: :52 Microsoft Internet Explorer/ Windows
11/8/99 12: :24 Microsoft Internet Explorer/4.0.1 Windows
11/8/99 12: :45 Microsoft Internet Explorer/4.0.1 Windows
11/8/99 12: :20 Microsoft Internet Explorer/ Windows
11/8/99 12: :03 Microsoft Internet Explorer/ Windows
11/8/99 12: :56 Microsoft Internet Explorer/ Windows 98 lycos
11/8/99 12: :11 Netscape Navigator/ Windows 95 lycos

15. …for “Area by Area” Reporting

16. Desktop Reporting

17. Competitive Analysis Positioning Analysis “Blueprint for Action”
MEDLINEplus
Screened respondents
Randomly go to 2 of 4 sites
Medscape
WebMD
Mayo Health
Positioning Analysis
“Blueprint
for Action”

18. “Blueprint for Action”
Client Site vs. Competitor
Client
Superior
Both Excel
Neither Excel
Inferior
At Parity
High
Mod
Low
Importance
Immediate
Opportunity
- Enhance
Price of
Entry
- Maintain
Potential
Opportunity
- New Product?
Key
Weakness
- Fix
Secondary
Opportunity
Secondary
Price of
Entry
Secondary
Opportunity
Secondary
Weakness
- Fix, if can
Potential
Opportunity
- Increase
Salience
Over
Investment
- Cut Costs No
Action No
Action

19. Client vs. Competitor Client: Superior At Parity Competitor: Superior
Both Excel
Neither Excel
Site my doctor would recommend
Has information that I want
Easy to find information
Site I trust
Offers search tool
Answers my questions quickly
Is pleasing to the eye
Displays content in easy to read layout
Uncluttered layout
Offers the latest in Web site features
Offers community/ support groups
Offers diet and nutrition information
Provides up to date information
Offers fitness and exercise info
Offers interactive tools
Helps me manage my overall health and fitness
Has pages and visuals that load quickly
Helps me manage my diabetes
Allows me to question and receive answers from medical experts
Offers a tool to locate diabetes healthcare professionals
Provides content focused on the care of children with diabetes
Presents information written in understandable language
Allows me to customize site
Offers online shopping for diabetes and other health products
Links to other diabetes-related sites
Provides content focused on the care of males with diabetes
Ensures that personal info remains private
Has a section designated for diabetes caregivers
Has a section designated for diabetes healthcare professionals
Offers personalized capabilities
Includes links to medical library
Provides content focused on the care of females with diabetes
Provides accurate information
Highly Important
Moderately Important
Less Important

20. Multiple Recruiting Sources
Online
Registration
Screened via
Site Visitor
databases
Intercept and
Re-contact
Off-line
Databases
Online/Off-line
Hybrids

21. Applied Segmentation Client Database Random Extract Segmentation Rules
Active
Enthusiasts
(Seg. 1)
3000
Sedimentaries
(Seg. 2)
3000 Home
Sports
(Seg. 3)
1000
Young
Affluents
(Seg. 4)
Lifestyle
Segmentation
Moderate Income
Younger No children
College Education
Frequent purchaser
High Income
Older
High School Edu.
Low Purchaser
and infrequent
Low Income
2+ Children
Only Buy Sports
Equipment
Younger
Single
Buy from all
Departments
Behavioral
Data
Segmentation Rules
Segmented Database

22. Compare Valuable Segments

23. Checklist for Quality Research
Bullet-proof sampling approach
Continuous off-line benchmark data
Thorough data cleansing procedures
Reliable norm’s for comparison
Experience in logging and managing data
Tested technology to implement
Research expertise
Deep knowledge of online consumers
CASRO, CMOR, AAPOR, CTAM support         

24. Thank You !! kmabley@cyberdialogue.com