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1 © 2015COLUMINATE | Brand Model
Clever. Made simple.
the what, why and when
www.columinate.com
DIGITAL
RESEARCH:
4 © 2015COLUMINATE | Brand Model
DIGITAL RESEARCH
R 34,204,400
R 81,066,290
R 141,105,460
2012 2013 2014
Value of digital ...
5 © 2015COLUMINATE | Brand Model
The digital (r)evolution
6 © 2015COLUMINATE | Brand Model
36%
31%
23%
10%
47%
53%
73%
10%
3%
14%
36%
31%
23%
10%
47%
53%
73%
10%
3%
14%
35%
30%
23%...
7 © 2015COLUMINATE | Brand Model
98
75
71
2
19
23
0
6 6
0
10
20
30
40
50
60
70
80
90
100
2012 2015 2016
Device used to acc...
8 © 2015COLUMINATE | Brand Model
The reality is that
internet access,
irrespective of device,
is growing.
Rapidly.
9 © 2015COLUMINATE | Brand Model
F2F and
CAPI
CATI
Mystery
shopping
Focus
groups
In-depth
interviews
Ethno-
graphy
Online ...
10 © 2015COLUMINATE | Brand Model
+
BUT THERE IS A DIGITAL CONVERGENCE
=DIGITAL
Online New
11 © 2015COLUMINATE | Brand Model
PRIMARY RESEARCH DIGITAL TOOLS
PANEL SURVEYS
MROCs /
Online Insight
Communities
CLIENT P...
12 © 2015COLUMINATE | Brand Model
WHAT
BENEFITS
DO DIGITAL
RESEARCH
HOLD?
QUANT/QUAL COST
13 © 2015COLUMINATE | Brand Model
LET’S BUST SOME MYTHS
STILL NOT CONVINCED?
14 © 2015COLUMINATE | Brand Model
MYTH:
Black or white thinking: New methods are always good/bad
The value of conducting o...
15 © 2015COLUMINATE | Brand Model
MYTH:
New methods deliver different results
Various academic reviews have shown
that the...
16 © 2015COLUMINATE | Brand Model
MYTH:
internet penetration is too low to conduct digital studies
The South African inter...
17 © 2015COLUMINATE | Brand Model
MYTH:
Digital research is easy, anyone can do it
Professional digital research
is a soph...
18 © 2015COLUMINATE | Brand Model
MYTH:
We don’t know the true identity of respondents and they
have different personas on...
19 © 2015COLUMINATE | Brand Model
MYTH:
People don’t concentrate in digital studies
Digital research is more
prone to cons...
20 © 2015COLUMINATE | Brand Model
MYTH:
People often cheat in digital studies
There are dozens of methods and
techniques i...
22 © 2015COLUMINATE | Brand Model
MYTH:
Online surveys are the only kind of digital research
There are many different rese...
23 © 2015COLUMINATE | Brand Model
MYTH:
Digital research is limited to software quality
Access to software does not make
a...
24 © 2015COLUMINATE | Brand Model
MYTH:
Non-verbal cues cannot be detected in digital research
A very small fraction of re...
25 © 2015COLUMINATE | Brand Model
MYTH:
Cheaper research = worse research
Digital research is cheaper than
traditional met...
26 © 2015COLUMINATE | Brand Model
MYTH:
Digital research is a compromise
Digital research, when properly
applied, delivers...
27 © 2015COLUMINATE | Brand Model
THANK YOU
questions?
@columinatewww.columinate.com 011 782 7246
Clever. Made simple.
inf...
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Columinate: The what, when, why and how of digital market research

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Columinate presented at the recent SAMRA Digital Digest, which was all about digital research. The digest was held in Cape Town, Johannesburg and Durban, with great success.

The aim of the digest was to educate researchers and research buyers about digital research options. Our presentation set the tone, to discover the what, when, why and even how, of digital research. Get in touch with us at www.columinte.com for more information.

Published in: Data & Analytics
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Columinate: The what, when, why and how of digital market research

  1. 1. 1 © 2015COLUMINATE | Brand Model Clever. Made simple. the what, why and when www.columinate.com DIGITAL RESEARCH:
  2. 2. 4 © 2015COLUMINATE | Brand Model DIGITAL RESEARCH R 34,204,400 R 81,066,290 R 141,105,460 2012 2013 2014 Value of digital (online + mobile) in South Africa SPEND Source: SAMRA survey
  3. 3. 5 © 2015COLUMINATE | Brand Model The digital (r)evolution
  4. 4. 6 © 2015COLUMINATE | Brand Model 36% 31% 23% 10% 47% 53% 73% 10% 3% 14% 36% 31% 23% 10% 47% 53% 73% 10% 3% 14% 35% 30% 23% 11% 48% 52% 72% 10% 4% 14% 25% 24% 25% 26% 48% 52% 78% 9% 3% 10% 15-24 25-34 35-49 50+ MALE FEMALE BLACK COLOURED INDIAN WHITE Smartphone/Access Internet P7D through mobile Accessed internet from mobile (device not specified) Accessed Internet P7D Gen pop ZA INTERNET PENETRATION: 49% Source: amps
  5. 5. 7 © 2015COLUMINATE | Brand Model 98 75 71 2 19 23 0 6 6 0 10 20 30 40 50 60 70 80 90 100 2012 2015 2016 Device used to access survey Laptop/Desktop Mobile Phone Tablet Linear (Mobile Phone) Mobile phones are increasingly used to answer online surveys Source: Columinate panel research on research %
  6. 6. 8 © 2015COLUMINATE | Brand Model The reality is that internet access, irrespective of device, is growing. Rapidly.
  7. 7. 9 © 2015COLUMINATE | Brand Model F2F and CAPI CATI Mystery shopping Focus groups In-depth interviews Ethno- graphy Online New HOW HAS RESEARCH ADAPTED? Qualitative and quantitative online studies. New methods including: mobile and neuro. Traditional and established Recently established Up and coming
  8. 8. 10 © 2015COLUMINATE | Brand Model + BUT THERE IS A DIGITAL CONVERGENCE =DIGITAL Online New
  9. 9. 11 © 2015COLUMINATE | Brand Model PRIMARY RESEARCH DIGITAL TOOLS PANEL SURVEYS MROCs / Online Insight Communities CLIENT PANELS CUSTOMER SURVEYS Traditional research application: - U&A - Brand studies - Advertising and campaign evaluation - Concept testing - Segmentation research - Customer satisfaction - Employee research Digital-specific application: - App research - Website research - UX testing - E-commerce and e-banking research
  10. 10. 12 © 2015COLUMINATE | Brand Model WHAT BENEFITS DO DIGITAL RESEARCH HOLD? QUANT/QUAL COST
  11. 11. 13 © 2015COLUMINATE | Brand Model LET’S BUST SOME MYTHS STILL NOT CONVINCED?
  12. 12. 14 © 2015COLUMINATE | Brand Model MYTH: Black or white thinking: New methods are always good/bad The value of conducting online research will be dependent on the topic at hand and the research objectives. In many cases online research is the optimal research approach. REALITY:
  13. 13. 15 © 2015COLUMINATE | Brand Model MYTH: New methods deliver different results Various academic reviews have shown that the results from digital research and traditional research deliver the same results. REALITY:
  14. 14. 16 © 2015COLUMINATE | Brand Model MYTH: internet penetration is too low to conduct digital studies The South African internet penetration has jumped significantly due to access from mobile phones. Also, web penetration within a particular consumer segment is what is important. REALITY:
  15. 15. 17 © 2015COLUMINATE | Brand Model MYTH: Digital research is easy, anyone can do it Professional digital research is a sophisticated, scientific research method and cannot be done by anyone. REALITY:
  16. 16. 18 © 2015COLUMINATE | Brand Model MYTH: We don’t know the true identity of respondents and they have different personas online and offline We can determine the identity of respondents through sophisticated technology and checking processes. REALITY:
  17. 17. 19 © 2015COLUMINATE | Brand Model MYTH: People don’t concentrate in digital studies Digital research is more prone to considered, thoughtful responses. REALITY:
  18. 18. 20 © 2015COLUMINATE | Brand Model MYTH: People often cheat in digital studies There are dozens of methods and techniques in place to ensure that participants are truthful when completing questionnaires. REALITY:
  19. 19. 22 © 2015COLUMINATE | Brand Model MYTH: Online surveys are the only kind of digital research There are many different research methods that can be used online, including qualitative research. Examples are: online and mobile ethnography, in-the-moment shopper studies, vox pops and online insight communities. REALITY:
  20. 20. 23 © 2015COLUMINATE | Brand Model MYTH: Digital research is limited to software quality Access to software does not make anyone qualified to do research. Just like access to a telephone does not make you a qualified telephonic researcher. Software is one piece of the puzzle; research skills complete the picture. REALITY:
  21. 21. 24 © 2015COLUMINATE | Brand Model MYTH: Non-verbal cues cannot be detected in digital research A very small fraction of researchers ever report non-verbal behaviour, so this is a criticism of research in general, not online research. Further, webcams make it possible to see how people respond. REALITY:
  22. 22. 25 © 2015COLUMINATE | Brand Model MYTH: Cheaper research = worse research Digital research is cheaper than traditional methods for a number of reasons, one of them is that it does not involve as many interviewers and travel costs. None of this means the quality suffers. REALITY:
  23. 23. 26 © 2015COLUMINATE | Brand Model MYTH: Digital research is a compromise Digital research, when properly applied, delivers quality insights equal to any other method of research. REALITY:
  24. 24. 27 © 2015COLUMINATE | Brand Model THANK YOU questions? @columinatewww.columinate.com 011 782 7246 Clever. Made simple. info@columinate.com

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