The presentation was delivered by Kirby Thornton and Dan Mayer from Empower's Decision Sciences team at Cincinnati's AMA Market Research event on 5/23/12. The meeting's goal was threefold: 1) Share free or low cost research tools we use 2) Learn about free or low cost tools the audience uses 3) Identify watch-outs around free research. For more information, visit www.empowermm.com

1. May 23, 2012
Information Yearning to be Free
Leveraging Free and Low Cost Research for Information and Insights

2. Obligatory Social Slide
Tweet about today’s topic: #freeresearch
Today’s Topic: Sharing free and low cost research ideas
with the Cincy AMA Research SIG. #freeresearch
Follow us on Twitter at: @kirbythornton
Visit us at:
www.empowermm.com
Or http://www.empowermm.com/blog1/
#freeresearch

3. Objectives
Share free or low cost research tools we use
Learn about free or low cost tools you use
Identify watch-outs of free research
#freeresearch

4. Empower’s Decision Sciences Team
Market Research, Online and Media Analytics
A data-driven approach
• Fuel insights
• Inform decision making
• Demonstrate success
Changes to client’s business = changes to ours
Information Yearning to Be Free; Leveraging Free
and Low Cost Research for Information and
Insights
#freeresearch

5. Free or Low-cost Research Matrix
Quantitative Qualitative
• Survey Methods • Gutcheckit
• Qualtrics • Field Agent
• Google Market • Qualview
Research
• Google Analytics
• 4Q Website Study
Social Geodemographic
• Board Reader • MapPoint
• Twitterfall • Demographics Now
• Radian6
#freeresearch

6. Quantitative
Quantitative Research
• Poll Everywhere
• Survey Methods – perfect for convenience samples
• Qualtrics
• Google Market Research
• Google Analytics
• 4Q
#freeresearch

7. Google Market Research Example
#freeresearch

8. Qualitative
Great for in-depth insights and motivations
Not projectable to a larger group
Qualitative Online Research
• Gutcheckit
• Field Agent
• Qualvu
#freeresearch

9. Online Qualitative Example
#freeresearch

10. Social Listening to Learn Tools
Note the volume and tone of the online
conversation about your brand.
What can we learn about key conversation threads,
uncovered consumer needs or even brand benefits
around your brand and its competitors.
Social Listening to Learn Tools
• Board Reader
• Twitterfall
• Radian6
#freeresearch

11. Twitterfall Example

12. Geodemographic Tools
Great for visually spotting local market conditions
Use of lifestyle clusters based on ‘birds of a
feather flock together’
Geodemographic Tools
• US Census
• Google Earth
• MapPoint
• Demographics Now
#freeresearch

13. Reaching Mexican Consumers
The US/Mexico border crossing is less than 3-miles south of
the new location but Mexican consumers must first pass a
Walmart and GNC.

14. Trade Area Analysis- Laredo
1 Mile Radius 3 Mile Radius 5 Mile Radius
Total Population 5,286 85,932 161,897
Expected Population
7.6% 14.6% 12.9%
Growth 2011-2016
Percent Female 52.8% 51.9% 52.3%
Percent of Females ages
35 to 64 (as a percent of 25.7% 29.6% 30.6%
all women)
Total Households 1,713 24,560 46,536
Median Household Income $65,086 $50,115 $42,718
Percent Hispanic 93.1% 94.5% 95.3%
Percent of Households
47.2% 51.8% 50.7%
with children
Health Care Supplies and
Equipment Expenditures $1,064 $879 $817
by Household
Personal Care Products
Expenditures by $225 $182 $167
Household
Total Employees 6,055 38,278 65,076
Source: Demographics Now 2012

15. Lifestyle Segments - Laredo
Only two Mosaic lifestyle segments represent 92% of the trade area’s households
compared to only 5% representation in the US.
Percent Percent of
Segment of US 3-mile Definition
HH’s trade area
Nuevo Horizons Middle aged, mid-scale income
1% 70% Hispanic families living mainly within
US border cities
Mid-scale Hispanic families and single
Ciudad Strivers 1% 22% parents in gateway communities.
TOTAL OF
SEGMENTS 2% 92%

16. When Free Bites Back…The Downside
Biased research providers
• Networks
• Publishers
Data paralysis
Incomplete
#freeresearch

17. Thank You.