Learn how to combine qualitative insights with social media listening to give brands a 360-degree view of their target audiences’ needs and ways to meet them digitally. KNow Research used a combined, complementary insights strategy to help The Financial Gym, a personal financial services company that takes a fitness-inspired approach to their clients’ finances. They were looking to expand their digital offering when in-person financial coaching (the cornerstone of their offering) was not possible in 2020. If you are an insights professional interested in learning about combining techniques to inventively solve problems, join us for this tale of two methodologies.

3. Qual + Social =
Complementary
Insights, A Case Study
Katrina Noelle
President, KNow Research
& Co-Founder, Scoot Insights

4. Katrina Noelle
4
Katrina has worked tirelessly since 2003 to build a
female-focused, full-service qualitative consultancy
which specializes in creating client customized design
by combining methodologies from traditional in-person
research with online and mobile approaches.
Gaining an overall picture of a consumer’s world is a
key factor to Katrina’s and her company’s success.
Over the years, she has developed an impressive
range of verticals and focused KNow’s studies on how
products, services and industries interact with
respondent’s lives.
She is proud to have made KNow Research a
certified member of the Women’s Business Enterprise
National Council (WBENC) as well as being a
champion of women in and out of the insights
community.
She is also Co-Founder of Scoot Insights, a
trademarked decision-making methodology grounded
in qualitative research.

5. Pro Bono Project
5
§ KNow Research’s 2020 pro bono
study was for The Financial Gym – a
personal financial services company
that takes a fitness-inspired approach
to their clients’ finances
§ Their initial plans for 2020 were to do
a traveling road show across the US,
connecting from customers
nationwide in order to expand their
offering. And then, well, 2020
happened….
https://financialgym.com/

6. Study Goals
6
https://financialgym.com/
§ Deliver targeting strategies for
potential FG customers
§ Inspire messaging/marketing
strategies to attract these
customers
§ Fine-tune and/or expand Financial
Gym’s service offering
Project Objectives

7. Why Qual?
§ Existing customer survey data
§ But no connection with non-
customers…yet!
7

8. Methodology – Part 1 – Qualitative
8
https://knowresearch.com/methodology/
§ Mimics the spontaneity of in-person
intercepts
§ Allows for a large qualitative
sample size in minimal field time
§ Focused on metro areas with less
exposure to TFG
Booth™ Insights

9. Qualitative Findings
9

10. Why Add Social?
§ Cast an even wider net
§ Tap into what is naturally/
organically discussed
§ Understand if qualitative
conversations mirrored the
views of the larger population
10

11. Methodology – Part 2 – Social
11
https://www.talkwalker.com/ http://www.northstarsg.com
§ Cast that wider net by listening to
conversations on social channels
over the past 24 months
§ Mined conversations on the topic of
#personalfinance, discussions in
financial advice channels, and
mentions of the TFG brand
Social Media Listening

12. Social Findings
12

13. 13
There's never been a more important time to bring social media analysis into
consumer research projects. For 12 months and counting, consumers have been
stuck at home using social media, blogs & forums to stay connected, including to
express their views on important cultural topics, brands, products and industries.
We were able to quickly analyze how consumers perceive personal finance decisions,
from "pre-COVID" (2019 & Jan 2020) to "Initial Lockdown" (Feb-May 2020) to "Post
Lockdown" (May-Dec 2020), providing tangible insights that informed &
complemented the rest of KNow's research efforts.
– Frank Gregory, Social Media Intelligence Practice Lead,
NorthStar Solutions Group

14. Complementary
Insights
§ Deliver targeting strategies
for potential FG customers
§ Inspire messaging/
marketing strategies to
attract these customers
§ Fine-tune and/or expand
Financial Gym’s service
offering
§ Shine a light on participants
via video
14
Social
+
Qual
Qual

15. Learnings
15
§ Both methods have unique benefits
as well as complementary ones that
can make either method useful
individually, or supercharged when
used interdependently
Qual + Social

16. 16
We were impressed with the presentation of their results and findings – from the pulled
quotes and learnings to the video – these findings helped validate product and
pricing updates that we were going to make. It was good to see that validation.
– Emily Egan, PR and Strategic Projects
The Financial Gym

17. Katrina Noelle
17
@kat_noelle
www.linkedin.com/in/katrinanoelle
www.knowresearch.com
www.scootinsights.com
KN@KNowResearch.com

18. Q & A
18