Here is seven-point outline of the differences that define online research communities.
Guest post by Further’s Barney Larkin looks at how a US Insurer used an insight community to research and motivate their sales team.
We can’t keep collecting data the old way, and we don’t have to. Here are seven presentations showing news ways to collect market research information.
Guest post by Barney Larkin from Further looks at an online community case study with Condé Nast.
Posted by Ray Poynter, 25 November 2018 If you work in a client-side insights team, then this is a ‘must read’ book for you. This relatively short book is based on interviews with leading figures from the industry and highlights the need for change in the way insights is conducted. Indeed the message is ‘change or die’. The book starts by setting the scene, briefly recapping the history of insights, highlighting that what we did in the past was correct in the past, and showing why it is wrong now. The second chapter is perhaps the most important in the book; it exposes the weaknesses in the way that insight teams relate the rest of the business. The book shows that insights teams tend to be order takers, rather than being proactive. To summarise, a stakeholder asks for the wrong thing (because they are not aware of all the options), the insight team delivers it, the stakeholder is disappointed because it does not help the business take an action, and the insights team are disappointed because nothing is done with their research. As a consequence, more decisions are made without insights, and the insights team are seen as a cost centre […]
Posted by Ray Poynter, 1 November 2018 We are surrounded by new approaches to understanding customers and markets, for example: behavioural economics, automated facial coding, neuroscience, chatbots, passive tracking, Artificial Intelligence, and of course big data. However, evaluating these new options is becoming ever harder, because there are so many of them, and because they make claims that are based on technologies that are hard for non-experts to understand. In this post, I want to share some of the techniques I use to assess innovations in market research and insight. In essence, I look at the following issues: Can it be provided by multiple suppliers? If an innovation can only be utilised via one supplier, it is much less likely to be successful, and I am much less likely to recommend it. Good innovations benefit from competition, prices come down when there is competition, and the diffusion into a market is accelerated if several solutions are available. When online surveys burst on the scene, we could use several different platforms to write the surveys, and choose between several difference panel companies for the sample – this promoted adoption, and cost reductions. Does it increase speed and/or reduce net price? In […]
Posted by Ray Poynter, 11 May 2017 One of the hottest terms in market research at the moment is the word ‘Agile’. However, there is not a lot of clarity about what exactly it means and how it should best be utilised. Two definitions, with Two Different Derivations One of the reasons that there can be confusion around the term agile market research is that there are two separate definitions, based on two different perspectives and derivations. Agile, as in responsive, a term that has been used in research for many years. Agile, as in the Agile Movement, a modern method of project management often identified with the software industry and concepts like minimum viable product, sprints, and scrums. In this post, I am going to use agile with a lower case ‘a’ for the first of these meanings, and Agile with an upper case ‘A’ when referring to the adoption of the Agile Movement approach to market research. Responsive Research is Often Bespoke Research Using the word agile in its more traditional way, it is often used to describe research that is flexible in the sense of being designed specifically for the needs of a client/project. Whilst this form […]
OK, let’s start with a clarification, when I say taking over the world, I mean they seem to be everywhere (like Starbucks or Uber) not that they have become masters of the world (as in War of the Worlds or Invasion of the Body Snatchers). For the last few years the GreenBook GRIT report has reported that, along with mobile surveys, research communities are the most widely adopted new research approach – making them more mainstream than new. This year’s ESOMAR Global Market Research Report shows that research communities account for about 5% of total global market research spend – that’s one dollar out of every twenty, and my own experience with most service brands, IT and information companies, most retailers, most media companies and many manufacturers is that in many verticals, using one or more research communities is the norm. Why? Why in a little over ten years have research communities gone from innovative idea to almost being ubiquitous? That is the topic of a webinar I am taking part in on December 14 with Dan Fleetwood of QuestionPro (click here to find out more), but here are a few thoughts. Because it was Possible: Back in 1999 the […]
As a service to startups, NewMR has offered to post a single announcement from new startups to help people hear about them. You can read more about the scheme here. The post below was written by the company. NewMR does not endorse or recommend any of these New Face posts, not can we vouch for the accuracy. Get everyone’s views with Voxter, the new large scale online qual tool for research and engagement “Great qualitative insights backed by rich quantitative data” Voxter is a unique new tool for market research. Voxter allows for large groups (typically several hundred strong) to engage in anonymous and gamified deliberation, while in real-time, quantitative data is generated in the backend. It is ideal for consultations, engaging a large set of consumers, employees, or stakeholders. “Imagine all your people in one big focus group” Voxter is easy to use. People are invited to join in via links, such as those used by many online survey providers. Participants can spend as much time as they like in the conversation, which is fun and engaging, and they can come in and out to check up on how others have responded. The discussion is moderated by the software, which […]
The link to the latest GRIT survey is available (click here to take it) and I encourage you to take part. The survey has been updated and should last less than 15 minutes. NewMR has been involved in the GRIT study for several years and we think it is a useful addition to the information available to market researchers, insight professionals, and the users of the products and services we supply. The main benefits of the GRIT study are: Larger than any other study into market research. Many years of back data to help highlight trends. Supported by a wide range of organisations, so less restricted to say a trade body or specific supplier. Covers trend and innovation topics that other studies don’t cover. The main limitations are: Not a random probability sample of the industry Tends to reflect researchers more interested in new topics and in particular those who read online publications and/or engage in social media. Tends to over-represent the English-speaking research community (although the survey is available in several other languages). What is GRIT most useful for? The best use for GRIT is for looking at emerging trends – especially if we assume that the early adopters […]