Post on 05-Dec-2014
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May 23, 2012
Information Yearning to be FreeLeveraging Free and Low Cost Research for Information and Insights
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.comOr http://www.empowermm.com/blog1/
#freeresearch
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
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
Free or Low-cost Research Matrix
Quantitative• Survey Methods• Qualtrics• Google Market Research• Google Analytics• 4Q Website Study
Qualitative• Gutcheckit• Field Agent• Qualview
Social• Board Reader• Twitterfall• Radian6
Geodemographic• MapPoint• Demographics Now
#freeresearch
Quantitative
» Quantitative Research• Poll Everywhere• Survey Methods – perfect for convenience samples• Qualtrics• Google Market Research • Google Analytics• 4Q
#freeresearch
Google Market Research Example
#freeresearch
Qualitative
» Great for in-depth insights and motivations» Not projectable to a larger group» Qualitative Online Research• Gutcheckit• Field Agent• Qualvu
#freeresearch
Online Qualitative Example
#freeresearch
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
Twitterfall Example
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
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.
Trade Area Analysis- Laredo1 Mile Radius 3 Mile Radius 5 Mile Radius
Total Population 5,286 85,932 161,897
Expected Population Growth 2011-2016
7.6% 14.6% 12.9%
Percent Female 52.8% 51.9% 52.3%
Percent of Females ages 35 to 64 (as a percent of all women)
25.7% 29.6% 30.6%
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 with children
47.2% 51.8% 50.7%
Health Care Supplies and Equipment Expenditures by Household
$1,064 $879 $817
Personal Care Products Expenditures by Household
$225 $182 $167
Total Employees 6,055 38,278 65,076
Source: Demographics Now 2012
Lifestyle Segments - Laredo
SegmentPercent
of US HH’s
Percent of 3-mile
trade areaDefinition
Nuevo Horizons1% 70%
Middle aged, mid-scale income Hispanic families living mainly within
US border cities
Ciudad Strivers 1% 22%Mid-scale Hispanic families and single
parents in gateway communities.TOTAL OF
SEGMENTS 2% 92%
Only two Mosaic lifestyle segments represent 92% of the trade area’s households compared to only 5% representation in the US.
When Free Bites Back…The Downside
» Biased research providers• Networks• Publishers
» Data paralysis» Incomplete
#freeresearch
Thank You.