Qutee Social Asking, an effective and unique approach to fast insights from online audiences, focus group creation and report creation.
Tim Wilson CEO Qutee
What do community management, influencer marketing, and market research have in common?
People.
More specifically, the power to understand the attitudes and behavior of people.
While market research has always sought to uncover what makes people tick, community management and influencer marketing have traditionally been thought of as routes to reach people rather than understand them. But what if the power of “passion-point audiences” could actually supercharge your customer insights efforts?
Sometimes it takes an unconventional approach to find truths about your customers, your customer experiences, your products, and services.
Over the past decade, technology has reshaped market research, making it easier to observe and ask questions of people, although most methods still require expensive and time-consuming respondent recruitment. All the while our marketing colleagues have been steadily building audiences and relationships — audiences and relationships that can be easily leveraged to obtain customer insight faster and cheaper.
There is no doubt that digital consumer intelligence is changing how we approach market research. Two of the most profound changes are a decrease in the time it takes to run research and an increase in the ability to reach new and diverse respondents.
I personally advocate for a new approach of “social asking”. Social asking increases the speed and agility of the insights process, while simultaneously reduces the expense of respondent recruitment by leveraging existing audiences. You can quickly access the voice of audiences who are passionate about your product, category or industry.
Social asking helps you to leverage the power of audiences to obtain immediate feedback and insight by asking questions to real people. This isn’t social media intelligence, passive data collection or respondent recruitment usually associated with social media. With social asking you have full control over the questions you ask, you lead the research, you create an immersive experience for the respondents, and you can be confident that you’ll be able to obtain the insight you are looking for.
If you have an online audience, CRM database or access to an influencer you can leverage passion point audiences for agile customer insights with social asking. You think of the questions you need to answer, you publish them, and your audience responds. Imagine tapping into hundreds, thousands or even tens of thousands of people motivated and invested enough to provide you immediate industrial-scale feedback.
We haven't reinvented the survey here. Social asking is about:
Social asking and passion point audiences are an unconventional approach to customer insights, but they provide insight faster and at a fraction of the cost of traditional research methods.
Social asking relies on the power of social and influencer audiences, so you don’t get to control the research sample, and we get that respondent sampling is important to research. If a sample isn’t chosen carefully and systematically, it might not represent the population and if the sample doesn’t represent the population, then it can’t be generalized beyond the study.
But what about the times when you need quick insights without any fuss? Or those use cases when you need quick insights to challenge assumptions or gain feedback, and you don’t have the time or budget to spend on expensive agencies. What if you can take the most passionate customers and research their experiences? The respondents with the most valuable opinions that will make or break the online reputation of a product?
We strongly believe that these types of passion point audiences fill the void between social listening and the more traditional “coupon collector” panel group audiences. Better still, what if you can run research while building a super-sized focus group that can be leveraged for insights time and again?
Social asking gives you agile and immediate insights, and is a method you’re confident will produce results. A few of our most prolific use cases:
The gaming industry is extremely competitive. The key issue when launching a new game is to ensure gameplay is strong from the day of release. With so much online conversation around gaming and new releases, it is critical to quickly correct any major issues before popular gamer opinion turns.
The gaming industry is underpinned by gaming influencers, influencers like YouTuber CapgunTom (Tom). With over 1 million YouTuber subscribers, Tom looks to keep his audience engaged and wants to provide more value to his partners and sponsors. This is one of the reasons why Tom uses Qutee, the social asking platform.
Like every other influencer and brand, Tom finds the ability to extract real-time and accurate insights from his discussions across his social channels very challenging and time-consuming. He uses Qutee to build a “passion-point” audience where he can ask questions and collect comments, opinions, perceptions, and ratings from his audience. This helps him to make more compelling content, but also to offer valuable feedback to his partners and sponsors.
So, when Qutee was commissioned to collect agile gameplay insights around the release of a new $10billion franchise game, we knew we could rely on Tom to leverage his passion point audience to get granular insights into the gameplay.
Qutee worked with Tom to run a conversational research engagement to gauge his audiences’ first thoughts and opinions on the title at launch. Over the course of two weeks, CapgunTom collected 1000 detailed paragraph length comments spread over 139 topics and 4000 polls and ratings.
Could Tom have run this research over his other social media channels? Probably not, and certainly not to this depth. It’s important to note that his regular comment length on his other channels is barely beyond a sentence. The Qutee platform is designed to create an immersive experience for audiences, which encourages them to share and engage, not just with Tom, but with each other.
This immersive experience encourages engagement, increases the depth of responses, and increases trust to share opinions in a safe space. There’s a lot of data collected, and our NLP analytics dashboard works hard to auto-generate quantitative and qualitative insight reports from the conversations.
For the launch of this new $10billion franchise game, Qutee was able to leverage Tom’s passion point audiences to quickly identify granular topics that were causing issues with the players. These included:
From here, the client requested that we then run subsequent Qutees around the key game mechanic issues and to delve deeper into player sentiment.
In summary, Qutee’s unique combination of the most advanced commenting system, friendly social experience, real-time analysis, and reporting, meant that the client was able to supplement their traditional social listening analysis with additional passion point audience sentiment beyond what any traditional small scale focus group could ever provide.
