The document discusses how Toluna QuickSurveys is a new online research tool that allows brands and agencies to conduct fast, affordable surveys. It can harness Toluna's large online community to target surveys and get responses within 24 hours. Case studies show how clients like Econsultancy and Sony Music have used it for international consumer research on topics like social gaming and music releases. Toluna aims to expand QuickSurveys' capabilities with new features, templates, and self-service options.

1. The Research Revolution Starts Here!
8th June 2011
Mark Simon, Leader, Global Technology Practice, Toluna
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2. We know online behaviours are changing
Infographic from Flowtown
‘My Mom is on Facebook?’

3. Survey-taking behaviours changing too!
Why are response rates to surveys declining?
– Email overload
– Untargeted, poorly designed and lengthy q’aires
– Limited time / attention
Monetary incentives not the solution...
– Data quality
– People always looking for the next best offer
– Social rewards make big sites work: Wikipedia?
– Financial vs. social rewards
– ‘I made a difference’ NOT - ‘I got paid’
– Give respondents a seat at decision-making table

4. Diverse Research Marketplace
Questions vs. Answers
Answers
Services for
delivering
Answers
Social Communities
Technology
Tools for
asking
Questions Questions

5. Value
Structured
How can we help customers How can we develop our back
buy online? catalogue?
Social (Unmanaged)
Panel (Managed)
Who are the top Social Media
gurus?
Unstructured

6. Democratising Research: Harnessing
Social Media
Toluna QuickSurveys

7. Social Media to drive new research tools
Harnessing toluna.com community traffic
Context
– 4m-strong community loves to vote & share opinions
– Brands & agencies need faster, more agile MR solutions
Aims
– Challenge low industry response rates and panel recruitment
– Increase engagement with members
– Grow research market - low cost, fast, sharable solution for
brands, PR agencies, SMEs, charities
Member engagement concepts
Richer member portraits
ALL the above allowed us to target surveys
with a much higher level of precision

8. Toluna.com: the results
Creating community, not just membership
10,000 members in 1 country in 2003 to...4m members in 34 countries in 2011
March 2009 7,288,603 votes by members
Jan 2011 1 million votes daily
“Do you Recycle to
“Will you buy the feel less guilty
new iPad? about the
environment?”
“Smokers, thinking
about quitting, if so “Do you do your
how?” weekly food shop
online?”

9. Hello
Fast
Easy
Cost-effective

10. What QuickSurveys isn’t
› Heavy, fully-loaded
› Something you need a driver for
› High priced
› Suitable for big guns
› Refined – an old practice improved
› Smooth sail in a direct line

11. What QuickSurveys is
› Fast, smart, young, agile
› Something you will want to drive
› Affordable – great value for money
› Compact, easy to use, almost Spartan
› Innovative – old practice reinvented
› You can tackle corners with it

13. The market demands it
Why we Brands PR Ad Media Digital MR SME/
need it & End Agencies Planning Agencies Agencies Edu /
clients Charities
Speed
Cost
Some needs
are basic
Omnibus
Alternative
Pitch
Support
Use for free
Re-sell data
Incidence
Check

14. Let’s take a look
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15. Case Studies
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16. Linus Gregoriadis
Econsultancy case study
Research Director,
Econsultancy
linus.gregoriadis@econsultancy.com How we use QuickSurveys

17. About Econsultancy
 A publisher.
 A research house.
 A training company.
 An online resource.
 A community of online marketing professionals.
We write reports, run training and events related to
best practice digital marketing.
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18. Our reports and content:
 The Econsultancy blog (one of the leading
marketing blogs on the internet)
 Survey reports
 Best practice guides
 Trends and innovation briefings
 Smartpacks
 Printed magazine (JUMP)
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19. QuickSurveys on the Econsultancy blog
Christmas delivery survey
 Survey of 2,000 respondents
 UK consumers
 Related to online purchases
over Christmas
http://econsultancy.com/blog/7039-christmas-delivery-nearly-a-quarter-of-orders-
were-late
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20. Questions in the Christmas survey
1. Did you order any goods online in December?
2. Did retailers advise you of possible weather-related
delays before you placed your order?
3. Did your goods arrive on time?
4. If the order was late, how many days late was it?
5. If a retailer failed to deliver on time, would you
shop with them again?
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21. Supermarket survey
Looked at consumers' online grocery shopping habits
http://econsultancy.com/blog/7101-tesco-has-the-best-supermarket-website-
survey
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22. Other surveys on the blog
Online travel survey Facebook and brands
http://econsultancy.com/blog/7134-what-do-customers-want-from-travel-websites
http://econsultancy.com/blog/7136-why-do-people-follow-brands-on-facebook
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23. Buying books online
http://econsultancy.com/blog/7209-more-than-half-of-consumers-buy-books-
online-survey
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24. International research
Looking at e-commerce in China
http://econsultancy.com/blog/7278-china-is-the-east-the-new-west-for-e-commerce
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25. QuickSurveys for Econsultancy reports
Social gaming smart pack
 Survey of 2,000 respondents
 UK consumers
 Trends in social gaming and
use of gaming products
 Over 2000 downloads to
date
http://econsultancy.com/reports/social-gaming-report
http://econsultancy.com/blog/7022-social-gaming-trends-for-2011
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26. Social gaming smart pack
Stats also used in press release
http://econsultancy.com/press-releases/5359-new-report-a-fifth-of-consumers-
playing-social-games-online
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27. Questions in the social gaming survey
1. Do you play social games online?
2. Typically, how often do you play social games?
3. Do you typically play social games on social
networking sites?
4. Which of the following social networking sites do
you typically use to play games?
5. Have you ever paid to play a game online, or paid
for virtual goods or currency, using real money?
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28. JUMP magazine - Multichannel retail survey
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29. Key points:
Main benefits of Toluna QuickSurveys
• B2C data (to complement our own B2B data)
• Speed
- Ability to go live and collect data quickly.
- Normally 24 hours to get results.
• International.
- Able to compare results
• New features
- Open-ended questions.
- Can add images and video to questions.
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30. Case Study:

31. What we are trying to achieve with Toluna
- Fast turn around: Days rather than weeks
- Cost effective way of surveying consumers
- Test songs and videos
- Plan back catalogue releases
- Fast insight turnaround on short-deadline projects
- Determine the feasibility of new products
- Ability to set quotas (Age & Gender)
-Understanding our target market for certain products.
- Multi-Territory surveys in native languages

32. How have we used Toluna in the past?
Case Study – Sony Music
Pre-Campaign
-Elvis Duets (International)
- Targeting
- Song Selection
- Artist collaborations
- Strongest potential territories
Market Success
- Lullaby Kids (UK)
- Consumer’s opinions
- Propensity to buy
- Segmented targeting
- Insight to instant returns
Filling the Gaps
- Media Channels & Song Testing (Australia)
- Sony Music segments and Australian Newspapers
- Song testing
- Effective and simple

33. Moving Forward – Products and Services
Toluna QuickSurveys2.0
- Self service
- Qualitative insights
- Source data
- Automated reports
- Mapping our segments
- Set age and gender targets
- Cross tabbing questions
- Embedded multimedia
Online Communities
- Fast quant turnaround
- Branded environment
- Online qualitative insight
- Sharing surveys & reports
Channels
- Artist communities
-Collaboration in key

34. Toluna QuickSurveys2.0
Case Study – Willow Smith
2000 Respondents, 2 Territories, 2 Days
What’s possible:
- Combination of Quantitative and Qualitative data
- Tag clouds to find themes with ease Favourite Image
- Embedded multimedia
- Automated reports: Excel, PowerPoint & PDF
How we used it:
- Objective: Is she for kids, adults or both?
- Image Selection & Reasoning
- Opinions about Willow
- Video and Song Rating
- How consumer heard about Willow “It makes her look more
energetic & fun.”
Video Rating

35. Thank you for your time
Any questions?
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WILTON | GURGAON | MUNICH | LOS ANGELES | ANDOVER | TOKYO | TIMISOARA | TORONTO

36. What’s coming?
Feasibility tool
Grid questions
More countries
Templates
Reseller / white label toolkit
User community
And more....

37. Your QuickSurvey resources
Tolunaquick.com
– Top tips
– Video
– Tutorial Email: tqs@toluna.com
– Case studies Twitter: @tolunaquick
– FAQ
Facebook: facebook.com/tolunaquick
Social media assets
YouTube: youtube.com/tolunaquick
Slideshare: slideshare.net/tolunaquick