The Effectiveness of Online Reseach

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For more information on this presentations visit The Internet Show ME 2011: http://www.terrapinn.com/exhibition/internet-show-middle-east/

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The Effectiveness of Online Reseach

  1. 1. The effectiveness of online researchSameh Lutfi22.09.10
  2. 2. AGENDA Global research industry highlights Research in the Middle East & North Africa Y! Maktoob Research close-upYahoo! Presentation, Confidential 2
  3. 3. Global research industry highlightsTop-20 playersYahoo! Presentation, Confidential 3
  4. 4. Global research industry highlights Latin AmericaSpend in general $1,700m, 5% Asia PacificGlobal market research turnover: $4,538m, 14%US$ 32 billion (2008)US$ 28.9 billion (2009) Europe $16.066m, 49% North America $9,629m, 30% Middle East & Africa $529m, 2%ESOMAR estimates. Rounded figures are presented, percentage pointchanges in market share compared to 2007 are provided between brackets.Yahoo! Presentation, Confidential 4
  5. 5. Global research industry highlights 6% OnlineSurveyOnline trends (1) 52% 6% Survey within online communities 38% 8% Using Panels for sample (net) 36% 8%2009 versus 2008 usage of Hybrids 33% quantitative research methods Proprietary Panels 6% 29% 12% Acess Panels 27% 3% Mobile/SMS 23% 6% Surveys ob Blogs 23% 15% Face to Face/Intercept 21% 22% CATI 15% 6% Survey in Virtual 14% CAPI 12% 13% IVR Surveys 11% 8% Mail Surveys 20% 6%Yahoo! Presentation, Confidential 5
  6. 6. Global research industry highlights Hybrids (use 2 or more qualititative) 6%Online trends ( ) 6% 38% Interviews/groups using online communities 33% Using Panels for sample (net) 7% 33% Ethnography 7%2009 versus 2008 usage of 26% 7% qualitative research methods Text-Chat Online focus groups 25% Bulletin Board studies 7% 25% Interviews or Monitoring Blogs 5% 24% Traditional Focus Groups 13% 23% In person IDIs 11% 21% Video Based online focus groups 7% 21% Telephone IDIs 10% 19% Text-Chat Online IDIs 7% 16% Video Based online IDIs 5% 15% Telephone Focus Groups 10% 11%Yahoo! Presentation, Confidential 6
  7. 7. Global research industry highlightsSources of turnover Research Business to Institutes 3% Business 4% Advertising Agencies 3% Manufacturing Wholesale & 47% Retail 4%Largest markets: Others 4% Financial 1. Fast-moving Services 5% consumer goods 2. Pharmaceutical and Utilities 7% healthcare sector Public Sector 9% Media 14%Yahoo! Presentation, Confidential 7
  8. 8. Global research industry highlightsSpend by method Other TotalQualitative 6% Online, 20% Telephone, 18% ! 14% Automated Digital/Electronic, 17% Face to face, 12% Postal, 5% Online traffic/audience, 1% Other Quantitative, 7% Group Discussions, 9% In-Depth Interviews, 3% Total Other Qualitative, Quantitative 2% 80% Others, 6%Yahoo! Presentation, Confidential 8
  9. 9. Global research industry highlights Main buyers criteria Online advantage trend towards online Online research has many advantages:  Larger sample in short time span  Fast and high response rate  Reliable results  No data entry mistakes (73%) (76%) (82%) (88%) (91%) (92%)  More open-ended comments Understanding Data Timeliness Cost Quality Effectiveness  Multi-media can be incorporated method security results controlYahoo! Presentation, Confidential 9
  10. 10. AGENDA Global research industry highlights Research in the Middle East & North Africa Y! Maktoob Research close-upYahoo! Presentation, Confidential 10
  11. 11. Research in the MENA regionMain players Offline (FTF/CATI) OnlineYahoo! Presentation, Confidential 11
  12. 12. Global research industry highlights Why online? Median Age Japan 44.2 A big factor in the new media consumption growth in the Arab world is that UK 40.2 young people make up a large proportion of the regions population. More Russia 38.4 than half the people in Yemen, Oman, Kuwait, Saudi Arabia, Jordan and US 36.7 Morocco are less than 25 years of age. China 34.1 Brazil 28.6 Indonesia 27.6 India 25.3 Tunisia 26 Iraq Philippines 22.5 Morocco Lebanon 25 Jordan Bahrain Libya 2009 Midyear Population, by Age and Sex Algeria QatarWestern Egypt SaudiSahara 27 UAE Egypt Jordan KSA UAE US UK 25 Arabia Mauritania 22 Oman Younger than 15 years 19 15-24 years Yemen 17 25-34 years Ages per country Djibouti 35-44 years Over 45 years Somali Yahoo! Presentation, Confidential a 12
  13. 13. AGENDA Global research industry highlights Research in the Middle East & North Africa Y! Maktoob Research close-upYahoo! Presentation, Confidential 13
  14. 14. Y! Maktoob Research close-up  Active Members Across Continents  Access to the largest active consumer panel across continents… and growing… Egypt (235,884) Algeria (49,212) Morocco (40,617) Libya (15,578) Tunisia Lebanon Iraq Morocco UAE (79,841) Kuwait Saudi Arabia (256,251) Jordan Bahrain Jordan (60,401) Libya Egypt QatarWestern Algeria UAE Yemen (11,127)Sahara Saudi Arabia Iraq (18,579) Mauritania Oman Lebanon (7,069) Yemen Kuwait (35,981) Bahrain (9,664) Djibouti Oman (10,469) Qatar (14,288) Somalia Yahoo! Presentation, Confidential 14
  15. 15. Maktoob Research close-up: Y! our services Research Maktoob close-up Our services
  16. 16. Y! Maktoob Research close-upFull research package Developing Data Questionnaire Cleaning and Invitation Email 7 Detailed Analysis & Reporting: Translating Fieldwork Questionnaire Statistical Data and Invitation Analysis With SPSS Email Testing Programming Questionnaire Questionnaire and Invitation & Designing Email Invitation EmailYahoo! Presentation, Confidential 16
  17. 17. Y! Maktoob Research close-upAd Campaign Testing A recent study showed that the majority of marketers from large to midsize companies are encountering problems justifying display advertising and/or web 2.0 budgets to their management teams. Lots of articles are being written about companies struggling to understand visitor behavior and to produce analytics they trust to give them a good picture of their ROI. We are the FIRST company in the MENA region that offers a product that measures online campaign performance. When your campaign is running on Yahoo! Maktoob properties, we will measure the performance using the tagging technique.Yahoo! Presentation, Confidential 17
  18. 18. Thank you… QUESTIONS?Yahoo! Presentation, Confidential 18
  19. 19. sameh lutfi head of client development sameh@yahoo-inc.com Mobile +971 55 2213359 Y!IM samehlutfi@ymail.comYahoo! Presentation, Confidential

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