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Research Methods for Understanding your Audience

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

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Research Methods for Understanding your Audience

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  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 Methodologies • Syndicated Research • Online Panel Surveys • Site Intercept Surveys • Customer Database Surveys & Modeling • Advanced Analytics 1. 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. N=1,000 Survey N=1,000 Control Survey Cookie attached Cookie attached Tracking Tracking Behavior Tracking and Data Weighting

  14. Add in behavioral data... Log File Data... StartTime Duration Browser OS Referrer ID 11/8/99 10:06 4:40 Microsoft Internet Explorer/5.0. Windows 98 http://www.cyberdialogue.com/panel/index.html 1175312752 11/8/99 10:11 11:25 Microsoft Internet Explorer/4.0. Windows 98 http://www.cyberdialogue.com/index_4.html 420692 11/8/99 10:12 4:53 Microsoft Internet Explorer/4.0.1 Windows 98 http://www.cyberdialogue.com/index_4.html 266718992 11/8/99 10:18 5:29 Netscape Navigator/4.0.4 Windows 95 http://www.cyberdialogue.com/index_4.html 51225057 11/8/99 10:33 11:42 Netscape Navigator/4.0.8 Windows 95 http://www.cyberdialogue.com/panel/index.html 234927690 11/8/99 10:59 8:54 Microsoft Internet Explorer/5.0. Windows NT http://www.cyberdialogue.com/index_4.html 170073330 11/8/99 11:02 5:41 Microsoft Internet Explorer/4.0.1 Windows 98 http://www.cyberdialogue.com/index_4.html 1696305034 11/8/99 11:03 6:24 Microsoft Internet Explorer/4.0.1 Windows 95 http://www.cyberdialogue.com/panel/index.html 118819609 11/8/99 11:20 7:13 Netscape Navigator/4.0.3 Windows 95 http://survey.cyberdialogue.com/webqnr/engine/fieldqnr/ 23026165 11/8/99 11:22 4:17 Microsoft Internet Explorer/4.0. Windows 95 http://www.cyberdialogue.com/index_4.html 58799258 11/8/99 11:24 4:10 Microsoft Internet Explorer/5.0. Windows 98 http://www.cyberdialogue.com/panel/panel.html 641588934 11/8/99 12:05 3:40 Microsoft Internet Explorer/5.0. Windows 98 http://www.cyberdialogue.com/panel/panel.html 706313403 11/8/99 12:11 6:52 Microsoft Internet Explorer/5.0. Windows 98 http://www.cyberdialogue.com/index_4.html 1175312752 11/8/99 12:14 8:24 Microsoft Internet Explorer/4.0.1 Windows 98 http://www.cyberdialogue.com/index_4.html 965176948 11/8/99 12:18 7:45 Microsoft Internet Explorer/4.0.1 Windows 98 http://www.cyberdialogue.com/panel/index.html 693746308 11/8/99 12:18 4:20 Microsoft Internet Explorer/5.0. Windows 95 http://www.cyberdialogue.com/panel/panel.html 709387238 11/8/99 12:32 8:03 Microsoft Internet Explorer/5.0. Windows 95 http://www.cyberdialogue.com/panel/comments.html 1175312752 11/8/99 12:39 8:56 Microsoft Internet Explorer/5.0. Windows 98 lycos 72960238 11/8/99 12:52 13:11 Netscape Navigator/4.7. Windows 95 lycos 23026165

  15. …for “Area by Area” Reporting

  16. Desktop Reporting

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

  18. Client Site vs. Competitor At Parity Client Superior Client Inferior Neither Excel Both Excel High Mod Importance Low “Blueprint for Action” 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 HighlyImportant ModeratelyImportant LessImportant

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

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

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