The Challenge
Liveminds recently worked with Sony, the multinational electronics conglomerate, and icuc.social, the world’s largest social media management agency, to help shape their social content strategy. The challenge was to work out the type of content most worth investing in to deliver against Sony’s brand strategy and maximise engagement.
The Solution
The research, conducted by Feeling Mutual, involved recruiting participants, interested in certain media, in two European markets. Two methods were used:
- Traditional qualitative field recruitment
- Behavioural Recruitment™, powered by Facebook to find participants with a particular media / brand consumption profile
Phase 1 - Engagement in Facebook
The first stage included a social content exploration project in Facebook. This allowed us to understand the type of content the audience loved to consume and share. This initial work also allowed us to identify the best participants and engage them all in the remainder of the project.
Phase 2 - Online qual discussion
The second stage involved testing participants reactions to alternative content ideas. Liveminds Platform made this particularly successful as we were able to get private responses and control which parts of the research were group focused as opposed to one-on-one discussions.
The Results
The client was happy with the success of the project.
We are always looking for innovative partners and Liveminds and Feeling Mutual really delivered. Being able to get opinions directly from the exact target audience within the specific platform we wanted to talk to them on, was ideal.Christina Lott
Senior Account Manager, icuc.social
Lead Researcher, Tom Woodnutt from Feeling Mutual said:
Getting the participants more engaged and focused on discussing at a content level was a big benefit.
The participants also enjoyed the process as it was a creative and engaging format:
The project was exciting : ) Thank You! Hope to see you again!Martyna
Participant
The insights gained in this project helped to guide Sony’s social strategy. It provided a clear direction for future creative decisions on the type of content to invest in and which strands to prioritise.
The Behavioural Recruitment of participants was so successful that the traditional recruitment complicated the project unnecessarily. The traditional methods were more expensive and used up a lot of man hours whilst providing no more useful participants than the recruitment through Facebook. Using Behavioural Recruitment was faster, cheaper and less complicated for all those involved.
