Whats Hot In Online Research

Who We Are • Independent consulting firm serving Consulting Focus consumer, B2B and non-profit organizations and their agencies since 2002. – Business strategy – Brand strategy & • Marketing strategists and practitioners positioning – Brand architecture • Expertise in consumer insights and market – Communications evaluation research – New concept development & evaluation – Brand activation planning 2

Our Clients Blockbuster, Dallas, TX True Fitness, St. Louis, MO Bolthouse Farms, University of Notre Dame, South Bend, IN Carhartt, Dearborn, MI Vogue , New York, NY Carstar, Kansas City, MO Westlake Ace Hardware, Lenexa, KS CPFilms, Martinsville, VA Whirlpool Corp., Benton Harbor, MI Croscill, New York, NY Wildlife Conservation Society, Bronx, NY Del Taco, Irvine, CA Crown Imports, Chicago, IL Agency Clients and Research Firms General Mills, Minneapolis, MN Allen Gerritson, Watertown, MA Hanover College, Hanover, IN Arnold, Boston, MA Harmoney Financial Advisers, Los Angeles, CA Beehive Branding, Los Angeles, CA Harlem Globetrotters, AZ Brand Imperatives, Seattle, WA JCPenney, Plano, TX Bozell, Kansas City, MO Janssen, New Brunswick, NJ Element 79, Chicago, IL Luxco Brands, St. Louis, MO Euro RSCG, New York, NY Maple Leaf Farms, Milford, IN MarketTools, San Francisco, CA Musco Family Olive Co., Tracy, CA Mars Advertising, Southfield, MI Ortho-McNeil Neurologics, New Brunswick, NJ McGowan Crain, St. Louis, MO Partnership for Food Safety Education, Washington, DC Mozaic, Ltd., St. Louis, MO Purdue University North Central, Westville, IN Smith Dahmer Associates, St. Joseph, MI Rosa Mexicano Restaurants, New York, NY Spark/Starcom Media Group, Chicago, IL SideStep.com, Santa Clara, CA Team Noesis, Los Angeles, CA Simply Safe Products, Mequon, WI Walz Tetrick, Orlando, FL Simmons Beautyrest, Atlanta, GA Wirestone, Chicago, IL Trilegiant, Norwalk, CT Wong Doody, Seattle, WA Denotes Food & Beverage client 3

Innovators & Thought Leaders  Pioneered hybrid online qualitative and quantitative research techniques in 2003  Helped create online focus group products for Market Tools, Artafact Research and other software providers  Presented at AMA, IIR, ARF and other industry forums  Contribute articles to JAR, AdAge, Business Week, AMA  Blog about branding, retailing and Millennials 4

Evolution of Market Research 1960‟s 1970‟s 1980‟s 1990s 2000‟s 2010‟s Mail High cost, time-consuming Surveys Telephone Cell phone penetration Mail Do not call sampling methods Surveys Telephone Face- sampling to-face Online methods Focus group Facilities Surveys Internet survey software & Online panels Qualitative Online Online conferencing Communities software / Web 2.0 Software suites 5

State of U.S. Online Research 2009 Quantitative: • Nearly 100% conducted online due to significant cost advantages relative to telephone and mail for all but most difficult to reach audiences • Sample is easy to access, ranging $5-$50 a completed interview • Variety of software providers ranging free to highly sophisticated Qualitative: • Slower to adopt online methods, As of June 2009, just 51% of QRCA members conducted online qualitative research and 48% conducted online quantitative research. • Beginning to acknowledge advantages of online qualitative methods. • Explosion of powerful new tools. 6

Beyond Surveys: What’s Hot? Quantitative Qualitative  Crowdsourcing  Online focus groups  Social Media  Bulletin Boards Hybrid Studies  Laddering  Quali-quant  Ethnography  Panels & communities 7

Crowdsourcing • Based on theory of unfiltered large samples – ‘Wisdom of Crowds’ • Brain Juicer • Ask 500 people • Video Chat Network http://www.videochatnetwork.net/listen_in_sample.html 8

Social Media • Use existing applications to ‘listen’ to consumers • Facebook • Second Life • Twitter • Myspace http://bit.ly/4DLpNK 9

Online Focus Groups Online Focus Groups: Applying Innovative Technology When to Use Why to Use − Geographically diverse groups − Discuss sensitive subjects − Hard-to-reach populations − “Hear” everyone − Internet users in natural environment − Instant transcripts − Remote observers − Team involvement MarketTools, Inc. 10

How it works Trained Moderator Host sends invitations and 8-12 Participants log in instructions per group Screened & recruited via online survey, paid $50- $75 for participating Client MarketTools, Inc. Observers 11

Software Options Moderator/host Questions Chat • Standard web conferencing responses software (i.e. gotomeeting, webex) – Provide host and moderator – Up to 25 participants/observers – ‘Free’ • Qual Talk • Other! 12

Group Logistics • 60-90 minutes • Introduction and Warm up • Prepared questions/exercises • Probing opportunities Source: Discussion guide, March 2007 14

Sample Transcript MODERATOR CAROL Do you think it is a good idea to put it on meat products? Why or why not? Kanoksri Sarinnapakorn it is good. raw meat needs to be prepared well. Jean yes, it will keep everyone reminded on what food safety practices to follow. MODERATOR CAROL why do you like the open up brochure, valentina? Diane A lot of young people don't spend time in the kitchen with us and they need a reminder, or at least start a dialong Romy Sosnowski true, kids would get curious about this sticker valentina it gives extra info and details that the small label is trying to tell us MODERATOR CAROL What thoughts do you have about this use of the icon? Stacy again I think it's a great idea Diane GREAT we all need more ideas for salads Kanoksri Sarinnapakorn get more detailed info MODERATOR CAROL Romy, why would kids be interested? valentina i liek it as well. Nicole Very helpful Jean helpful info for everyone to read. valentina sorry i meant like Romy Sosnowski My son is 10 but he starts cooking, he likes it Romy Sosnowski sometimes he does not listen when I tell him, but he would pay attention to this sticker MODERATOR CAROL Is it as good an idea to put it on produce as it is on meat? Kanoksri Sarinnapakorn yes, produce needs to be washed. Romy Sosnowski it should go on everything as standard in food packaging Jean yes, it would be helpful on all food products. Source: Group 2, March 2007 Diane I agree, 15

Sample Report • Respondents were enthusiastic about using the icons on food products, saying it would be a useful reminder, especially for meats and produce (pictured). • Respondents did not infer Do you think it is a good idea to put it on meat (produce)? Why or why not? Verbatim anything about the product Quotes itself from the presence of the I really like this idea!!!!! icon. They understood that the great reminder on the packaging!! icon’s purpose is to promote Yes, it is a good idea because it will remind us what to do right and ensure proper food before we prepare the meat handling by the consumer. No way to forget anything, it is right there to see It would remind people to use safety with this product and others • Respondents said that they would have more favorable I think it would look great on the package to remind us to keep the foods safe feelings about companies that display the icon on their I agree that kids will read this. the small booklet will peak a kids curiosity and they will want to open it and read it products. My son is 10 but he starts cooking, he likes it. sometimes he does not listen when I tell him, but he would pay attention to this sticker. 16

Example: Teen Anti-Smoking • 8 groups of 13-17 year olds – ‘At risk’ youth – Washington State only – Telephone recruited so we could get parents permission 17

Sample Transcript • Group Leader Marty: The rest of you...try to imagine a time in the future when you might consider just trying ONE. What would the situation be like? • Alyssa B: im not sure • Lindsey D: ive never tried it but i felt like it would be good to just know what it felt like to try one • Group Leader Marty: are there certain times when you think kids are more likely to try it than others? • Jeffrey P: I was turning real Emo so i wanted to get thoughts out of my head so i might try it • Alyssa B: yes when they are depressed or something • Jeffrey P: (If i was turning EMO) • Group Leader Marty: I see, Jeffrey • Jeffrey P: ok • Group Leader Marty: So it's somethign they try when they are upset or depressed. Any other times? • HannahS: bored • Lindsey D: ya • Jeffrey P: ummmmmm......when they being really stupid or their socialy retarded? • Alyssa B: when trying to get people to like them • Brody G: i've considered it. i was at a friends house. and he asked me if i wanted one. • annae: if they are angry • Charlene L (to All - Entire Audience): I would be tied down and they would be cramming it in my face • Group Leader Marty (to All - Entire Audience): Why angry, Anna? Why is that a time to try a cigarette? • annae (to All - Entire Audience): idont know, are they 'calming' 18

Sample Report 19

Bulletin Boards • Online bulletin boards are a middle ground between surveys and real time online groups. – Asynchronous – 40-100 people – Log in over several days When to Use: A first phase of research to gather „factual‟ information about consumer behavior or opinions in advance of groups or larger survey. As a second phase of research to confirm response to concepts or obtain feedback on a finalized idea. Using the same respondents as in phase I would make this especially efficient. 20

All closed end questions are followed by an open end question.

I would buy it, because it is something that I could use, since there is nothing like it on the market. I really like this idea. It is something that I could use, since there is nothing like it on the market

I would buy it, because it is something that I could use, since there is nothing like it on the market. I agree…I haven’t seen anything like this before. They have the option to comment on other respondents’ answers. This would be useful, especially in helping me get ready for work faster. It depends how expensive it is.

Day 2 – Effect of Additional Info on Concept Appeal Sample Report  The additional information provided on Day 2 about how the service makes money and the independent (unbiased) and comprehensive nature of the website greatly adds to the concept’s overall appeal, with 45% of women saying the service is ‘a lot more appealing’ given the new information.  Men are less likely to be moved by the new information, with only 3/19 saying it is a ‘a lot more appealing’ after reading the 45% additional information. 26

Laddering  Values Personal end-states toward which people strive  Outcomes Psycho-social benefits derived from use  Consequences Functional benefits of consumption/use  Attributes Distinguishing product/service characteristics Laddering research reveals decision-drivers – means end chains that link relevant attributes to personal meanings and values. 27

StrEAM® Laddering Research Solution Laddering • 1:1 Interviews conducted online using interactive software  Real time text messaging & voice  Standard question presentation eliminates interviewer bias & variability  Visual laddering display encourages collaboration  Facilitates coding and analysis 28

Home Center Positive Decision Hierarchy Laddering Home Center Personal Quality Financial Satisfaction of Life Security Decision Hierarchy* *The ladders included in this analysis include those for a Home Effectiveness Efficiency Improvement Center being an „easy‟ decision and, those when it was a more difficult decision, but a Home Improvement Center was chosen. Choice Money Convenient Enabled Spent 33% 37% 12% Better Selection Price 29

Ethnography • Combines blogs, journals, chat, video, other tasks • Multiple software platforms available – Revelation – Qualvu Video Diary – Now What Research 30

31

Hybrid Designs • Researchers are increasingly experimenting with multiple phase studies that mix methods for greater insight. Online survey In – person groups Online Survey Online Focus Groups Bulletin Board Survey validation 33

Hybrid Studies General Population Shoppers move fluidly between channels, with Zoomerang Sample online and offline providing different advantages. Online is thought to offer more depth of merchandise and prices are generally Online Survey Online Focus considered to be cheaper, although shipping n=485 Cross section Groups (4) charges must be considered. Heavy Cross Channel Shopper Zoomerang Sample Nearly 2/3 of the target Online Survey In Person make at least one n=968 Online Focus Focus Internet purchase a Heavy cross channel Groups (4) Groups (3) month and 1/3 make two or more Internet purchases a month MarketTools, Inc. 34

Hybrid Studies “ in our toolbox. It gives usus to involve Online research allowed another tool ” our internal clients more in the research process. Dr. Donna Romeo, Manager Customer Trends, Strategy and Insights Group MarketTools, Inc. 35

Online Communities • Custom panels and private communities • Combine software tools to facilitate ongoing discussion and collaboration – qualitative and quantitative: – Member portal – Sampling and profiling tools – Survey and social media tools – Analytic tools “Market research online communities • Saves time and money (MROCs) will shock the qualitative market research world. They provide • Software providers cheaper, faster and newer types of insights that today’s traditional qualitative – Communispace research modes, such as focus groups, – Vision Critical don’t currently provide.” --Forrester, April 2008 36

Online Communities Ex: Kraft Consumer Channel • Private communities helped us understand “Delicious” – 300-500 members • “This recipe is such a family hit I’ve actually had to make double batches to keep my hubby and boys from wrestling for leftovers!” Jeanne M. from Patterson, LA. Member Age: 30 – 41 37

Summary • Explosion of methods and tools • Basics of sound research remain the same – Design research around objectives • Ask the right questions • Take time to get the right sample – Imaginative use of methods, including hybrid designs 38

How can we help you? Carol Phillips carol@brandamplitude.com 269-429-6526 www.brandamplitude.com www.millennialmarketing.blogspot.com www.retailhitsandmisses.blogspot.com BrandAmplitude, LLC All Rights Reserved 39

Whats Hot In Online Research

0 comments

Notes on slide 1

3 Favorites