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Executive communicationsurvey (2)

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  • 1. Using Market Research to Create Compelling Thought Leadership and Earn Industry RespectLisa Huck, Director, Global Research, PlantronicsVickie Cole, Director, Technology Research, Decision Analyst Inc.
  • 2. Beyond data and insights, we seek to understand…
    The pathway to thought leadership
    Reacting to industry analysts and thought leaders leaves a company to play “catch up”. Becoming a thought leader allows a company to develop ahead of the curve.
    The business case for “pure research”
    Before you can worry about how to develop and market your products, you have to know some basics. There may not be an immediate and obvious project use for the data, but what you learn can guide programs
    The meaning of an authentic partnership
    Authentic partnership extends far beyond simple project cooperation and collaboration. What is required for two entities to form a long-term, symbiotic relationship?
  • 3. Background
  • 4. Situation And Research Goal
    That technological advances in communication have changed our world and our workplace is beyond question. However, some have gone so far as to proclaim that email or text communication is actually preferred over voice, a position we felt should be investigated.
    Taking a “pure research” position, we devised a research plan to compare and contrast communication modes, and gauge their relative value to Team Knowledge Workers in both business and personal situations.
  • 5. Population
    Team Knowledge Workers (TKWs) who are communications-reliant
    Enterprise employees in medium and large size companies (100+) who typically work within/across teams for business collaboration and communicate in a variety of ways
    UK
    Germany
    China
    US
    India
    For this presentation, only U.S. results are discussed
    Australia
  • 6. Nomenclature
  • 7. Definitions
  • 8. Methodology
  • 9. 3D Approach
    Discovery (2 weeks)
    Core Team Orientation, Problem Definition, Knowledge Gap Assessment, Analytic Planning
    Deployment (7 weeks)
    Survey Design & Development, Survey Fielding, Data Analysis
    Focus Group Planning, Focus Group Fielding, Insights Development
    Data Synthesis, Story Telling, Report Design
    Dissemination (5 weeks)
    Internal Reviews, Opportunity Workshops, Regional Presentations
    External Debriefs, Thought Leadership, Marketing Communications
  • 10. Architecture
  • 11. Survey Qualification
    All Respondents
    At least 18 years of age
    Not competitively employed
    Employed full-time
    At current position at least 1 year
    Minimum company size of 100 employees
    Part of and work within/across teams—the work output is a team product
    Regularly use a computer or mobile device
    Use each communication mode
  • 12. Segmentation Analysis (a priori)
    Significant statistical differences between these segments, among others, are identified in the detailed findings if they are meaningful (i.e., relevant to the objectives)
  • 13. Sample Profile
  • 14. The sample skews toward large firms
    Company Size
    Soft Quota: At least 25% of TKWs in the U.S. who work for very large size companies of 1000+ in size
    Q: Approximately how many employees work in your organization, including all locations?
    Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence level
    Source: Plantronics How We Work Study, June 2010
  • 15. Managers represent more than half the sample (56%)
    Job Title
    Soft Quotas: At least 50% of TKWs are managers or above;At least 10% of the managers are executives – VPs or above
    Average Years with Company
    Executives
    15%
    Quota: At least 1 year with the company
    Managers
    To
    Executives
    41%
    Below
    Managers
    44%
    Q: Which of the following best describes your job responsibilities (even if it is not your job title)? / How long have you held your current position?
    Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence level
    Source: Plantronics How We Work Study, June 2010
  • 16. A mix of work environments and team types are represented
    Work Location
    (Quotas: A mix of work environments and team structures)
    Proximity To Team Members
    Q: Which of the following best describes your primary work location? / Thinking of the team you typically work with, are the team members…?
    Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence level
    Source: Plantronics How We Work Study, June 2010
  • 17. “Remote” Team Knowledge Workers are 16% of the sample
    Percent of Team Knowledge Workers Who are “Remote"
    (Soft Quota: At least 15% of TKWs who areaway from the office at least half their time on business)
    Remote Team Knowledge Workers (R-TKWs)
    Percent of Time Spent Off-Site
    See Quota
    20% of those working in companies with 1,000+ employees work remotely at least 50% of the time
    Q: Which of the following best describes how much of your work is conducted off-site, that is , away from your company’s office location?
    Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence level
    Source: Plantronics How We Work Study, June 2010
  • 18. Quantitative Insights
  • 19. More than half all Team Knowledge Workers are heavy business phone users
    Weekly Average Phone Use For Business
    Light Business Phone Users = 22%
    Moderate Business Phone Users = 25%
    R-TKWs and executives spend more time than their counterparts on the telephone for business calls–both for an average of 13 hours per week
    Heavy Business Phone Users = 53%
    Q: In an average week, about how many hours do you spend on the telephone for business calls?
    Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence level
    Source: Plantronics How We Work Study, June 2010
  • 20. Managers & Executives have the highest level of involvement in all types of C&C events; brainstorming/ideation is the most common
    Involvement in Communication & Collaboration Events
    Highly/Moderately Involved Summary
    Involvement is significantly higher among managers and executives for all types of communication and collaboration events
    Q: How involved are you personally in the following types of communication and collaboration events at work?
    Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence level
    Source: Plantronics How We Work Study, June 2010
  • 21. More than half all TKWs participate in large meetings (10+ people), cross-team meetings, and remote meetings, most weeks or every week
    Meeting Participation At Work
    Every Week/Most Weeks Summary
    Significantly more managers and above report more frequent participation levels for all the meetings listed
    Q: In a typical week, how often do you participate in the following types of meetings at work?
    Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence level
    Source: Plantronics How We Work Study, June 2010
  • 22. VOICE & VOICE PLUS is more important to most TKW’s overall success & productivity than TEXT
    Importance Of Communication Type To TKW’s Overall Success And Productivity
    Critical/Very Important Summary
    T
    V
    V
    More executives (54%) than others say phone calls are critical/very important to their overall success and productivity
    V+
    V+
    T
    T
    V+
    T
    Q: How important to your overall success and productivity are each of the following types of communication?
    Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence level
    Source: Plantronics How We Work Study, June 2010
  • 23. TEXT is rarely the preferred method of communication; VOICE is the preferred alternate to in-person in most cases
    Text is preferred by more TKWs below managerial level
    Communication Method Most Preferred for Work-Related Collaboration
    23%
    37%
    34%
    39%
    46%
    49%
    40%
    Those Highly
    Involved In
    Activities
    50%
    On-site TKWs report higher preference for face-to-face meetings than R-TKWs
    Mission-Critical Deals/
    Decision Making
    Brainstorm/
    Ideation
    Session
    Complex/ Detailed/
    Technical Dialogs
    Event/
    Project
    Planning
    Investment-/ Expense-
    Related Discussions
    Strategically
    Important
    Dialogs
    Group Presentations
    Status
    Updates
    Q: For each of the following work-related business communication and collaboration events, please tell us which communication option (in-person, voice, voice plus, or text) you most prefer.
    Base: Highly Involved With Work-Related Business Communication And Collaboration Events (n=Varies; 161-274); Confidence Interval = +/- 6%
    Source: Plantronics How We Work Study, June 2010
  • 24. TEXT is preferred by half all TKWs for brief, personal updates; VOICE is most preferred for long, casual conversations
    Preferred Communication Options
    For Non-Work-Related Events
    Total
    Respondents
    20%
    29%
    51%
    Text
    46%
    47%
    Voice Plus
    49%
    Voice
    37%
    In Person
    Brief
    communications/
    updates
    Event
    planning
    (bridal shower,
    etc.)
    Long, casual
    communications
    Date/Event
    planning
    (dinner, etc.)
    To resolve a
    misunderstanding
    Important/
    Urgent
    communications
    Sensitive
    communications
    Even for non-work-related events, text is preferred by more TKWs below managerial level, and voice is preferred by on-site workers
    Q: For each of the following non-work-related business communication and collaboration events, please tell us which communication option (in-person, voice, voice plus, or text) you most prefer.
    Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence level
    Source: Plantronics How We Work Study, June 2010
  • 25. Executive TKWs would give up TEXT over VOICE, if forced to make the choice
    Preferred Communication Option:
    Forced-Choice Situation
    Would Give Up
    TEXT before VOICE
    VOICE
    TEXT
    Executives are more likely than others to give up TEXT before VOICE
    Q: If given a choice for personal and work communications, would you rather give up voice or text-based communications for a month?
    Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence level
    Source: Plantronics How We Work Study, June 2010
  • 26. More than half all TKWs have increased their reliance on email, IM, social media, SMS/MMS, and conferencing in the past 5 years
    Change In Communications Compared To Five Years Ago
    Increased Dramatically/Somewhat Summary
    Net VOICE = 73%
    Net VOICE PLUS = 75%
    Net TEXT = 90%
    Q: Compared to five years ago, how has your usage of the following types of communication changed?
    Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence level
    Source: Plantronics How We Work Study, June 2010
  • 27. VOICE is perceived to be more beneficial than TEXT in terms of ease of use, comfort, real-time response & assurance
    Benefits Of VOICE vs TEXT: Top-2-Box Agreement
    VOICE
    TEXT
    More executives (91%) than others agree that voice is the “best way to get an answer in real time”
    Q: How much do you agree or disagree that the following statements describe VOICE /TEXT communications?
    Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence level
    Source: Plantronics How We Work Study, June 2010
  • 28. VOICE is perceived to be more beneficial than TEXT in terms of immediacy, attention, clarity & intelligibility
    Benefits Of VOICE vs TEXT: Top-2-Box Agreement
    VOICE
    TEXT
    More executives than others agree that voice “gets their immediate attention” (94%), gets the attention of others (89%), and reduces uncertainty (87%)
    Q: How much do you agree or disagree that the following statements describe VOICE /TEXT communications?
    Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence level
    Source: Plantronics How We Work Study, June 2010
  • 29. VOICE is perceived to be more beneficial than TEXT in terms of connectivity, efficiency, relationship building; TEXT is more “fun”
    Benefits Of VOICE vs TEXT: Top-2 Box Agreement
    VOICE
    TEXT
    More Gen X-ers and Boomers (63% each) than others agree that text is the “best tool for staying connected with my team”
    Q: How much do you agree or disagree that the following statements describe VOICE /TEXT communications?
    Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence level
    Source: Plantronics How We Work Study, June 2010
  • 30. TKWs in distributed teams experience the most email-related communication issues
    Email Communication Issues Experienced In The Past Year
    Those in Distributed Teams have more issues with Email than others
    Q: Which of the following text-based communication issues, if any, have you experienced in the last year?
    Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence level
    Source: Plantronics How We Work Study, June 2010
  • 31. TKWs in distributed teams experience the most IM/SMS text-related communication issues
    IM/SMS Text Communication Issues Experienced In The Past Year
    Those in Distributed Teams have more issues with IM/SMS than others
    Q: Which of the following text-based communication issues, if any, have you experienced in the last year?
    Base: Total Respondents (n=302); Margin of Error: +/- 5% at the 95% confidence level
    Source: Plantronics How We Work Study, June 2010
  • 32. Qualitative Insights
  • 33. TEXT and VOICE & VOICE PLUS have distinct roles
    TEXT
    Preferred for tactical, non-urgent information sharing (not exchange) such as updates and scheduling
    Considered non-intrusive
    Can be composed/read when convenient
    Allows careful/accurate documentation to “close the loop” or to “detail instructions”
    VOICE & VOICE PLUS
    Preferred for important, urgent, and sensitive information
    Considered effective for building camaraderie with new and high-performance teams
    Allows communicators to ask/answer questions and probe more fully, mitigating risk of miscommunication
    Conveys messaging nuances (“vocal cues”) enabling faster communication
    Provides assurance that those who require information are “in the know”
  • 34. Meaningful dimensions of VOICE (driving preference) are Urgency, Complexity, and Emotion
    Urgency
    low
    VOICE Preferred
    high
    TEXTPreferred
    low
    low
    Complexity
    Emotion
  • 35. Prominent media coverage of results
    “How We Work: Communication Trends of Business Professionals” featured in….
    …and more!
  • 36. More on “How We Work”
    Multimedia toolswww.plantronics.com/north_america/en_US/howwework
    Facebook pollwww.facebook.com/Plantronics#!/Plantronics?v=app_164025026943346
    How We Work conversationhttp://ucblog.plantronics.com
  • 37. Takeaways
  • 38. Beyond data and insights…
    The pathway to thought leadership
    Position and empower Research, and expect success
    Rigor, quality, and insights are table stakes; the story is the edge
    Disseminate collectively
    Research + PR, design, digital marketing, channel, sales, and the C-suite
    The business case for “pure research”
    Often overlooked in favor of applied research
    Non-obvious short-term payoff but can produce significant gains
    Fundamental learning frameworks, revenue opportunities, etc
    The meaning of an authentic partnership
    Alignment on values and beliefs
    Empathy and sensitivity to boundaries
    Mutual growth goals