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.
- 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
- 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
- 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
