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Digital Behavior Study
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Which digital media are my target customers using?

Digital marketing has arrived with a vengeance, and organizations are shifting boatloads of marketing dollars to digital media (e.g., Facebook, Twitter, blogs, online posts, etc.).  Regrettably, many managers are making this move without first understanding the digital media habits of their target customers, leading them to pointlessly squander the lion’s share of their digital marketing resources.

Research Rabbit’s
Digital Behavior Study is the inexpensive and painless way to learn how to focus your brand’s digital marketing resources.  This survey will quantify your target audience’s usage of various digital devices, social networking sites, digital information sources, and online information sharing behavior.  It will also describe the digital media your target customers most prefer to use for learning more about your category and brand.    

What will I get?
  • A 10- to 12-minute online survey, customized for your particular category, brand, and situation
  • Survey fielding among the target audience of your choice, using research respondents from the most respected sample providers and/or your own email lists
  • A comprehensive 40- to 60-page PowerPoint style report that details all findings and conclusions (see excerpts from a disguised Research Rabbit report)
  • All survey data, supplied in your choice of the following file formats:  SPSS, SAS, Stat, Excel, dBase, fixed ASCII, or delimited files
What will my social behavior survey measure?
  • Importance of category buying criteria for up to 10 client-defined variables
  • Unaided awareness for up to 3 client-defined product or service categories
  • Funnel measures (i.e., aided recognition, favorability, familiarity, purchase consideration, purchase behavior) for your product or service and up to 5 client-defined competitors
  • Dollar share of recent category purchases for your brand
  • Net promoter score for your brand
  • Future purchase probability for your brand
  • Product/service perceptions for your brand
  • Recent exposure to various marketing communications (i.e., advertising, publicity, direct marketing, promotion, online, consumer-generated media) for your brand
  • Product/service perceptions for up to 10 client-defined brand attributes
  • Perceived personality profile for your brand
  • Perceived user perceptions for your brand
  • Strategic perceptions (e.g., relationship, symbolic, quality, and focus perceptions) of your brand
  • Respondent demographics for up to 10 client-defined variables
What will my final report include?
  • Executive summary of key findings
  • Methodology used to arrive at results
  • Annotated tables and graphs depicting all question results
  • Annotated cross-tabulation charts and graphs for up to  two “banner” or “cut” variables (e.g. users versus non-users, males versus females, etc.), as defined by the client
  • Additional analyses deemed suitable by Research Rabbit
What will my study cost?
$5,900 plus sample and incentive costs.  The total price will be emailed to you following your discussion with a Research Rabbit representative.
Can I get additional customized analyses?
Customized analyses and client-specified research topics not outlined above can be added at an additional charge of $250/hour.  Please discuss your custom needs with a Research Rabbit representative when ordering your study. 
How do I get started?
Call us at 404.480.4114.  We’ll answer your questions, help you to scope your project, and then send you a firm price quote.

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