January 2012 Webinar: Let's Talk Trackers

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January 2012 Webinar: Let's Talk Trackers

  1. 1. Let’s Talk Trackers Melanie Courtright Around the Water Cooler January 2012 WebinarThe concepts presented in this presentation are property of Research Now. Duplication or dissemination of the information without the express written consent of Research Now is prohibited.
  2. 2. Let’s Talk Trackers – January 2012 Agenda  Background on MR and trackers  Types of trackers  Research Design Considerations  Sampling Design  Survey & Field Design  Q&A2 © 2012 Research Now
  3. 3. Let’s Talk Trackers – January 2012 What’s at Stake? Global Research Spend by Research Project Type 2010 A $31B global research market in 2010, with modest growth expected Advertising Market A&U Studies Opinion through 2011-13 Copy Testing Modeling 4% Research/Poll New 2% 4% ing Prod/Serv 2% Dev Other Qual 6% Global MR Revenue 2010 12% Ad Brand Growth Media Tracking Region Rev $ M vs. ’09 Audience/ 7% Research Europe 13,143 1% 19% CRM North America 10,614 3.1% 8% Asia Pacific 5,082 3.5% Market Measurement Other Latin America 1,828 13.9% 23% 13% Mid East & Africa 573 4.3% TOTAL 31,239 2.8% > U.S., U.K., France, Germany, Japan currently account for 66% of market; Top 10 players account for 55% of all revenues Sources: ESOMAR, Inside Research3 © 2012 Research Now
  4. 4. Let’s Talk Trackers – January 2012 First Things First What is the business question? What decision(s) are you trying to make? What do you need know about your customers? What do you need to know about the market? What data will I need to answer the questions?4 © 2012 Research Now
  5. 5. Let’s Talk Trackers – January 2012 What type of Study will answer those questions?  Brand Awareness & Usage  Advertising Effectiveness  Satisfaction  Attitudes and Trends  Purchase and Behavioral  Etc.5 © 2012 Research Now
  6. 6. Let’s Talk Trackers – January 2012 How should the interviews be collected?  Tracker versus Ad Hoc Study  Recurring Question?  Shifting Market and Product?  Continuous versus Wave Tracker  It’s about Comparability  Snapshot Analysis  Volatility of the Market  Service Disruption Impact  Longitudinal6 © 2012 Research Now
  7. 7. Let’s Talk Trackers – January 2012 Who Should We Talk To?  Types of Sampling  Populations  Markets  Customers  Prospects  Mixture / Hybrid7 © 2012 Research Now
  8. 8. Let’s Talk Trackers – January 2012 Where Can I Find Them?  Reachable  Where do they “live”  Where do they play  Where do they “talk”  Online  Mobile / Cell Phone Only  Social8 © 2012 Research Now
  9. 9. Let’s Talk Trackers – January 2012 How should I set quotas?  Readable  Quotas for “representativeness”  What should my snapshot of the world look like?  What will the resulting data tell me? What will I know?  Quotas for Statistics  Readable in total  Readable by subgroup  Comparing subgroups  Quotas for Data Stability  Defensible  Replicable  Reliable  Sustainable9 © 2012 Research Now
  10. 10. Let’s Talk Trackers – January 2012 To Target or to Gen Pop?  Targeting Benefits  Efficiency  Effectiveness  Respondent Satisfaction  Data Considerations  Market Share or Incidence  Ensure Replicability  What if I need both?  Consider a Rep / Augment Option  Consider a Tracker / Ad Hoc Combo  Consider Prescreening with Screener Data Delivered10 © 2012 Research Now
  11. 11. Let’s Talk Trackers – January 2012 What Should I Ask Them? “Measure Twice,  What will they tell me? Cut Once.”  How long will they talk to me?  What will engage them?  What will disengage them?  Ask the RIGHT questions  Need to Know vs. Nice to Know  It’s about Communicating11 © 2012 Research Now
  12. 12. Let’s Talk Trackers – January 201212 © 2012 Research Now
  13. 13. Let’s Talk Trackers – January 2012 Okay, now how do I keep it stable?  Sourcing Stability  Beyond methodology  Think Sample Frame  Demographic Stability  Age, income, and insurance status for a cholesterol tracker  Income and dwelling type for a utilities study  Data Collection Stability  Sampling Practices  Field times “Movement in the data from a tracker should be the result of changes in the market place. And they should make sense with what you know about the market. They should not be a result of changes in the research process, unless you planned for it.”13 © 2012 Research Now
  14. 14. Let’s Talk Trackers – January 2012 What Have You Seen Impact Data?  Changes in the Marketplace – Good!  Changes in the Survey – Okay when planned and modeled  Changes in the Technology - Depends  Survey technology (flash, etc.)  Respondent technology (mobile, etc.)  Changes in the Sample – Only if Intentional  Methodology  Screening  Recruiting  Changes in the World – Forced Evolution Let’s Document!14 © 2012 Research Now
  15. 15. Let’s Talk Trackers – January 2012 What if I need to Change the Tracker?  Purpose  Why change?  Plan  Design a solution that addresses the purpose  Parallel  Side by Side for a Minimum Period of time to Model Differences  Partner  Keep Communication Open with Research Partners15 © 2012 Research Now
  16. 16. Let’s Talk Trackers – January 2012 To Mitigate Risk with Trackers:   Research Plan  Instrument Design  Sample Plan  Knowledgeable Partners16 © 2012 Research Now
  17. 17. Research Now Thanks You! Tracking@researchnow.com17 © 2012 Research Now

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