Social Media Advertising - Philips Forbes

Thanks!

Just before we start, I would like to reassure you that any information you provide us with will be anonymous, treated as confidential, and we will always hold the information you give securely. The interview will be video and audio recorded via an online platform which will be viewed live by our clients. All footage captured including video and stills and /or photos will only be used for internal research purposes by Ipsos MORI and their end client (who will be revealed at the end of the fieldwork).

We conduct all studies in accordance with the UK Market Research Society Code of Conduct and, if you no longer wish to take part in the research, you can tell your interviewer at any time, and we will stop our conversation. You will be required to sign a consent form prior to the interview, explaining what personal data we will collect, and how it will be used, stored and destroyed.
Can we proceed on the basis of the above?*
- Yes
- No
Thank-you for the time you have taken to review this discussion – I will contact you about different projects in the future, if this is of interest to you?

SQ 2a) Can you advise which of the following best describes your current employment status? Are you …?*
- 1) Working - Full-time (35+ hrs)
- 2) Working - Part-time (less than 35 hrs per week)
- 3) Self-employed
- 4) On active military duty
- 5) A student
- 6) Laid-off / looking for work
- 7) A stay-as-home parent
- 8) Retired
Please select one of the above: SINGLE CODE
Thank-you for the time you have taken to answer these questions – you don’t qualify on this occasion, although I look forward to inviting you to different projects in the future, if this is of interest?

SQ 2b) Where are you currently employed? What is your job title? What industry do you work in, and what type of work do you do?
Company / Industry*
Job title*
What type of work do you do?*

SQ 2c) Are you, or is any member of your household currently employed by, previously employed by, or retired from any of the following types of companies?*
- 1) A radio or TV broadcasting station, a newspaper or magazine publishing company
- 2) A digital media company
- 3) Google, Microsoft, Amazon, Bing, Yahoo, Facebook, Instagram, Twitter, Pintrest, LinkedIn, Snapchat, Reddit, Nextdoor, Tiktok
- No, none of these
Please select one or more of the above: MULTICODE
Thank-you for the time you have taken to answer these questions – you do not qualify on this occasion, although I look forward to inviting you to different projects in the future, if this is of interest?

SQ 2d) Which of the following best describes where you work?*
- 1) Advertising / marketing agency or consulting firm
- 2) In-house advertising team
- 3) None of these
Please select one of the above: SINGLE CODE
Thank-you for the time you have taken to answer these questions – you do not qualify on this occasion, although I look forward to inviting you to different projects in the future, if this is of interest?

SQ 3a) Have you, yourself, participated in a market research focus group or one-on-one interview in the past six months?*
- 1) Yes
- 2) No
Please select one of the above: SINGLE CODE
Thank-you for the time you have taken to answer these questions – you do not qualify on this occasion, although I look forward to inviting you to different projects in the future, if this is of interest?

SQ 3b) Are you currently scheduled to participate in any market research studies?*
- 1) Yes
- 2) No
Please select one of the above: SINGLE CODE
Thank-you for the time you have taken to answer these questions – you do not qualify on this occasion, although I look forward to inviting you to different projects in the future, if this is of interest?

SQ 4) Which of the following statements best describes your role in the decision-making process regarding your company’s social media advertising strategy and budget?*
- 1) I am the sole decision-maker on social media advertising strategy and budget
- 2) I share in the decision-making process
- 3) I provide input, but do not have any say in the final decision
- 4) I am not a part of the decision-making process
Please select one of the above: SINGLE CODE
Thank-you for the time you have taken to answer these questions – you do not qualify on this occasion, although I look forward to inviting you to different projects in the future, if this is of interest?

SQ 5a) Which of the following are you primarily responsible for?*
- 1) Decision-making on marketing strategies and adoption of new platforms
- 2) Setting up campaigns in the UK
- 3) Monitoring and reporting on campaign performance
- 4) Allocating budget across different platforms / campaigns
- 5) Supervising other marketers’ work
- 6) None of the above
Please select one or more of the above: MULTICODE
Thank-you for the time you have taken to answer these questions – you do not qualify on this occasion, although I look forward to inviting you to different projects in the future, if this is of interest?

SQ 5b) How many people report to you?*

SQ 5c) What industries would you say best describes your company or your clients’ companies (if you work for an ad agency)?*
- 1) Automotive
- 2) Entertainment
- 3) Finance
- 4) Healthcare
- 5) Retail / eComm
- 6) Technology
- 7) Travel
- 8) Other
Please select one or more of the above: MULTICODE
Please specify*

SQ 6a) Which marketing channels are your primary focus?*
- 1) Display
- 2) Email
- 3) Search
- 4) Social
- 5) Video
- 6) Other
Please select one or more of the above: MULTICODE

SQ 6b) Of the marketing channels which you mentioned above, which one is your main focus, that you spend most of your time on?*
- 1) Display
- 2) Email
- 3) Search
- 4) Social
- 5) Video
- 6) Other
Thank-you for the time you have taken to answer these questions – you do not qualify on this occasion, although I look forward to inviting you to different projects in the future, if this is of interest?

SQ 7a) Does your company have a separate team or business unit that manages Paid Social Media advertising?*
- 1) Yes
- 2) No
Please select one of the above: SINGLE CODE

SQ 7b) Are you part of, or are you overseeing the team or business unit which manages Paid Social advertising?*
- 1) Yes
- 2) No
Please select one of the above: SINGLE CODE
Thank-you for the time you have taken to answer these questions – you do not qualify on this occasion, although I look forward to inviting you to different projects in the future, if this is of interest?

SQ 7c) Do you currently handle purchases, or manage a team which purchases media on social platforms?*
- 1) Yes
- 2) No
Please select one of the above: SINGLE CODE
Thank-you for the time you have taken to answer these questions – you do not qualify on this occasion, although I look forward to inviting you to different projects in the future, if this is of interest?

SQ 8a) You mentioned that Social is your primary marketing channel. How much experience do you have with the Social channel?*
- 1) Just started – 6 months of experience, or less
- 2) 6 months – 1 year
- 3) 1 – 2 years
- 4) 2 – 3 years
- 5) 3 – 4 years
- 6) 5 years or more
Thank-you for the time you have taken to answer these questions – you do not qualify on this occasion, although I look forward to inviting you to different projects in the future, if this is of interest?

SQ 8b) Which social Media Site, or Sites do you primarily purchase media through? Do you purchase media through any of the sites in the table below?*
Yes No
Facebook
Instagram
Snapchat
LinkedIn
Twitter
TikTok
Pinterest
Other (Please specify
SQ 8c) Which social Media platform, or platforms are primary / key components of your company’s social and digital media strategy?*
Yes No
Facebook
Instagram
Snapchat
LinkedIn
Twitter
TikTok
Pinterest
Other (Please specify

SQ 9) On average, how much does your company spend per year on social media marketing?*
- 1) SMALL: less than $1.5m (£1.11m)
- 2) MEDIUM: $1.5m - $2.5m (£1.11m - £1.85m)
- 3) LARGE: at least $2.5m (£1.85m)
Please select one of the above: SINGLE CODE

SQ 10) Which of the following are your primary marketing objectives?*
- 1) Brand awareness and reach
- 2) Drive sales online, by app, by phone, or in-store
- 3) Drive traffic to a site or app, and encourage interaction
- 4) Increase consideration of my product or service
- 5) Generate leads
- 6) Get more installs or interactions for an app
- 7) Promote visits to local physical stores
- 8) Other
Please select one or more of the above: MULTICODE
Please specify*

SQ 11) Have you ever used or tested Google Ads Discovery Campaigns?*
- 1) No, I haven’t used or tested it, and I haven’t heard about it before
- 2) No, I haven’t used or tested it, but I have heard about it before
- 3) Yes, I have used / tested it, but I am not using it anymore
- 4) Yes, I have used / tested it, and I am still using it
Please select one of the above: SINGLE CODE

SQ 12) How long, if ever, have you used Google Ads?*
- 1) Less than 3 months
- 2) 3 months to less than 1 year
- 3) 1 year to less than 2 years
- 4) 2 years or more
- 5) Never
Please select one of the above: SINGLE CODE

SQ 13) Now I have a question that I would like you to have some fun with. There are no right or wrong answers. What is your most memorable experience related to an occupational project? Why is it memorable?*

SQ i) Thank you for your responses - if you are invited for to take part in this research, we will be audio and video recording the discussion so that we can analyse the data at a later date. Research may also be viewed live by the client sponsor and/or research team either in person or remotely. Do you agree to the session being recorded and to sponsor client/research team viewing the research?*
- 1) Yes
- 2) No
In accordance with GDPR and EU data protection laws, your participation and confidentiality is assured. We will not pass on your information to any third party, apart from the research team, without your consent. Please note that your name and contact details will be provided to the research team ahead of the study so that they know who to expect for the study.

To prevent fraud and abuse, we may share the fact that you have taken part in our research project with other agencies in the industry.

Any personal data collected will be securely stored by Fiorente Global for validation purposes, and may be transferred and stored outside of the EU for this purpose, in full compliance with GDPR and EU data protection laws and the Data Protection Act 2018.

Please also note that the sponsor of the research will be identified at the conclusion of your interview, if you require.

SQ ii) Please could you confirm your agreement?*
- 1) Yes, I agree to my data being used and stored as described
- 2) No, I do not agree

SQ iii) Ahead of your session, you may be asked to review and sign Non-Disclosure and Confidentiality Agreements. Please could you confirm agreement?*
- 1) Yes, I agree
- 2) No, I do not agree

Thank-you. You probably qualify for an online one-on-one interview. We will be conducting the research discussion using a webcam which allows you to converse face to face from the comfort of your home / office. To participate, you will simply need to enter a password-protected website, and take part in a one on one discussion with your moderator via webcam. The conversation will last approximately 90 minutes, and your moderator will prompt you and other participants by asking thought provoking and fun questions about the topic. All of your input will be anonymous so you can speak as freely and honestly as you would like. As a thank-you we will pay the amount I mentioned earlier, a few weeks after the discussion. Would you be willing to participate?*
- 1) Yes
- 2) No
Do you have a web cam that you can use for this portion, if selected?*
- 1) Yes
- 2) No
Thanks! Next, in order to take part in the Webcam equipment test and the online discussion, you will need to use the latest version of Mozilla Firefox, Google Chrome or Safari as your browser. Internet Explorer is not a supported browser.

Additionally, you will need to have Flash installed on your computer in order to participate in the Webcam test and video discussion.
If selected, do you agree to use Mozilla Firefox, Google Chrome or Safari to take part in the Webcam equipment test and the video discussion? And do you have Flash installed on your computer?*
- Yes
- No
(IF YES) May I have your mobile number, e-mail address, and name, so we can reach you for this, and send you instructions about participating?
Name*
Phone*
Email*
Thank-you - what are your preferred dates and times for your 90 minute video interview?
Earliest Date and Time*
Next Date and Time (if available)
Next Date and Time (if available)

Online screening questionnaire - Social Media Advertising

Step 1 of 27

SQ 2b) Where are you currently employed? What is your job title? What industry do you work in, and what type of work do you do?

	Yes	No
Facebook
Instagram
Snapchat
LinkedIn
Twitter
TikTok
Pinterest