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 blog by Jennifer Reid from Rival Technologies, offering three counterintuitive but practical tips for chatbot survey design .
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 […]
Post by Sue York This is the theme of the upcoming MRMW APAC Conference, which is taking place in Singapore on 27 & 28 June 2018. Among the sessions I am particularly looking forward to are: • Driving micro moments with Pankaj Khushani from Google • The Robo Effect in Retail with Sourav Dutta from Target • How to win in a post Amazon world from Anastasia Lloyd-Wallis, Retail Doctor Group & Kate Richards, Lightspeed • VR and Neuro Research in Social Media with Martyn U’ren from Twitter • Connecting the Insight Function & Corporate Leadership with Rohan Mathur from Lego And of course, I am looking forward to the panel discussion that I’m facilitating on how the evolution of digital innovation in APAC is shaping future trends. If these highlights have captured your interest – you can check out the rest of the program by clicking here. One of the key features of this particular conference is the opportunity to view research innovations through the lens of Asia Pacific and see what is taking place in the region. With speakers from the insights industry from China, India, Australia and Singapore, it’s a good opportunity to see what research is […]
Posted by Ray Poynter, 18 May, 2018 The world is shifting from asking questions to utilising observational data (mostly for very good reasons) and this is creating a new set of problems that researchers need to recognise and address. What is observational data? Observational data refers to information gathered without the subject of the research (for example an individual customer, patient, employee, etc.) having to be explicitly involved in recording what they are doing. For example, collecting data without people having to respond to a questionnaire, without having to take part in a depth interview, and without having to maintain a research diary. Most big data is observational data, for example, the transaction records from a bank, people’s viewing habits on a video streaming service, or posts in social media. But, observational data can also be small data (based on just a few people). For example, participant ethnographic methods, used to to study people in their everyday lives, collects observational data, that is clearly not ‘big data’. Observational data can be based on census or it can be based on sample. For example, a few years ago a leading mobile phone company was able to sell very detailed data about […]
Posted by Ray Poynter, 3 April 2018 A recent Pew Report (Mobile Fact Sheet – 5 February, 2018) shared some great data on the devices the US population are using. The topline numbers show that by early 2018, 95% of the US population had a mobile phone, with nearly 80% of the population having a smartphone. The chart below was created by using data from two sections of the report and combining them (if you click on it you will see a larger version). Several key trends are clear and important. Mobile phones are ubiquitous – nearly everybody has one. Smartphones are really common, but over one-fifth of the population does NOT have one. The ownership and use of desktop/laptop computers has plateaued at about 70-75%. Tablets are still growing, and may overtake desktop/laptop computers soon. E-readers seem to be stuck at 20% of the population – and perhaps that will fall when the ones currently in use break? Digging into the data The report from Pew has some great nuggets relating to differences by groups. For example, smartphone ownership amongst the over 65 year olds is less than 50% (46%). Ownership of smartphones is over 90% for the under […]
I hear lots of people saying they are doing mobile research properly, but when I look at what many of them are doing, it falls well short of what I think is acceptable, and incredibly short of what we should be achieving with mobile market research. The Good News In the GRIT study we see some evidence of good news. One of the questions asked late in 2016 asked about which techniques were in use for market research. Key mobile-related answers included: Mobile Surveys 74% Mobile Qualitative 44% Mobile Ethnography 34% Indeed, the values for Mobile Surveys have been so high that this year’s GRIT survey asks about Mobile First Surveys. The Bad News There are three key elements to the bad news: Most online surveys are not optimized for mobile (see the chart below from Research Now). Many clients and researchers do not seem to be aware of the lack of representation they are creating by not fully embracing mobile. The additional benefits of mobile research are only being accessed by a tiny proportion of projects – because research has become stuck in a PC First mentality. Data from Research Now (Global Figures), this chart was shown by Sue York […]
Back in 2010 ,I caused a minor stir in the research world by predicting (at the MRS Conference in London) that surveys would have disappeared in 20 years (i.e. by 2030). This prediction was put into wider circulation when I clarified my prediction in a blog. The key point being that I was predicting the end of the commercial, long survey, and it being replaced with social media listening, online communities, new ways of researching, the use of open-ended questions, and the use of stored information to remove the need to keep asking questions. In 2014 I updated my prediction and showed some numbers from the ESOMAR Global Market Research Report. The table below shows the figures from ESOMAR for 2007, 2010 and 2013, and my projections for 2016 and 2019. Note the figures show the spend on research, not the volume. (Click on the tables to enlarge them.) So, how did my predictions stand up? The table below shows the ESOMAR figures for 2016, below my estimates. Note, I have added a new column which combines Other Quant (e.g. traffic and audience data) with Other (e.g. big analytics). In the future I will focus on Surveys, Qual, and a single […]
Guest blog by Megan Arevalo, WebsiteBuilder.org As well as the post below, Megan has contributed a really useful infographic about Mobile Marketing, click on the image to see all 104 facts. 5 Expert Tips on Maximizing your Mobile Marketing Strategy Before anything else, it is important to point out the fact that right now, mobile marketing represents one of the newest forms of marketing available, yet regardless of this, it has also grown to be one of the most popular methods being used all around the world. Some of the main benefits associated with mobile marketing include the fact that marketers can send location, but also time-sensitive pieces of information to users, via numerous channels including SMS, push-notifications, MMS, Bluetooth, QR codes, in-app advertising and more. Therefore, marketers can promote products and services, while also encouraging people to purchase, establishing a form of brand loyalty and increasing brand awareness. In a recent brief, published by the folks behind Website Builder, they have shed some light on the history of mobile marketing, its future and what some of the wisest tips for maximizing your mobile marketing strategy are. Without further ado, here are five expert tips that will surely boost your […]
For a few years there have been relatively few new findings about mobile market research. We have seen the share of online surveys completed via mobile increasing and we have seen the number of mobile only studies (studies that require a smartphone, for example location-based, in-the-moment and smartphone ethnography) increasing. But the overall picture has remained fairly constant in terms of advice and practice. However, the picture has now changed. Last week saw five days of short courses and presentations in Lisbon, Portugal at the ESRA Conference (European Survey Research Association). There were over 700 presentations and most of the leading names in survey, web, and mobile research were present (including: Don Dillman, Mick Couper, Google’s Mario Callegaro, SurveyMonkey’s Sarah Cho, Edith de Leeuw, Roger Tourangeau, GfK’s Randall Thomas & Frances Barlas, and my colleague Sue York). There were more than 20 presentations particularly relevant to mobile market research – making it one of the largest collections of reports and findings from experiments reported anywhere. In this post I set out my key takeaways from the ESRA Conference in terms of mobile market research. But, I may update this post when I get access to all of the presentations and […]