Di it ll E bl d M k t R hDigitally-Enabled Market Research
Techniquesq
A HawkPartners Assessment
September 2011
Brooke Hem...
Emerging digital channels and technologies are having a
significant impact on our industryg p y
Just as the Internet revol...
Social networking usage continues to explode, and is now
widespread among all but seniors
 Nearly half of those over age ...
Meanwhile, smartphones are now mainstream, and are a
key source of internet access
 Over one-third of American adults now...
As a result of these trends, market researchers are adopting
a growing number of new technologiesg g g
% of Market Researc...
Digitally-enabled methods offer new ways to gather data -
choosing the “right” methodology will be more complexc oos g e g...
The leading techniques focus around leveraging communities,
mobile usage, and computer based applications
Online
Communiti...
The leading techniques can be used for a variety of market
research applications
Technology Potential Uses
Online Communit...
Each technology has its own strengths and weaknesses
HawkPartners Assessment of Digitally-Enabled Technologies
Technology ...
Each technology has its own strengths and weaknesses
HawkPartners Assessment of Digitally-Enabled Technologies
Technology ...
What is on the horizon? Research will become
increasingly personalized and interactiveg y p
• Neuromarketing and biometric...
Upcoming SlideShare
Loading in …5
×

Digitally-Enabled Market Research Techniques

870 views

Published on

Emerging digital technologies, such as social media and mobile, have fundamentally changed today's business landscape - see what is on the horizon and how new market research techniques might affect your industry.

For more marketing insights, visit hawkpartners.com

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
870
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
32
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Digitally-Enabled Market Research Techniques

  1. 1. Di it ll E bl d M k t R hDigitally-Enabled Market Research Techniquesq A HawkPartners Assessment September 2011 Brooke Hempell Brooke.hempell@hawkpartners.com Scott Wilkerson Scott.wilkerson@hawkpartners.com For further information contact:
  2. 2. Emerging digital channels and technologies are having a significant impact on our industryg p y Just as the Internet revolutionized market research 15Just as the Internet revolutionized market research 15 years ago, social media, mobile devices, and other digital technologies will have a growing impact on how, when, and where market research is conducted The purpose of this document is to assess the pros and cons of th di it l t l d h th b t ff ti l l dthese digital tools, and how they can be most effectively leveraged to capture marketing insights 2
  3. 3. Social networking usage continues to explode, and is now widespread among all but seniors  Nearly half of those over age 35 use at least one SNS – nearly double the percentage in 2008 p g 90% 100% % of Internet Users Who Use Social Networking Sites – By Age 86% 61%60% 70% 80% 90% 47% 26% 30% 40% 50% 26% 0% 10% 20% September 2005 May 2008 November 2008 April 2009 December 2009 May 2010 3 September 2005 May 2008 November 2008 April 2009 December 2009 May 2010 18‐29 30‐49 50‐64 65+ SOURCE: Pew Research Center
  4. 4. Meanwhile, smartphones are now mainstream, and are a key source of internet access  Over one-third of American adults now own smartphones – Ownership is highest among those in their mid-twenties through mid-thirties y – Smartphones are used for internet, social networking, and mobile apps Smartphone Ownership by Age (July 2011) % of smartphone users who… (July 2011) 46% 35% 45% 5% 7% 11% 14% 19% 44% 87% 68% 49% 58% 44% 58% 59% 45% 25% % 28% 22% 11% 18-24 25-34 35-44 45-54 55-64 65+ No cell phone Other cell phone Smartphone Use the Internet or e-mail on Use smartphone to go online on a Go online mostly using smartphone 4 SOURCE: Pew Research Center, July 2011 p p p smartphone g typical day g p
  5. 5. As a result of these trends, market researchers are adopting a growing number of new technologiesg g g % of Market Researchers That Have Ever Used… n=673 22% 22% 28% 34% M bil S Text Analytics Social Media Analytics Online Communities 10% 11% 17% 18% 22% P di ti M k t Apps based research Eye Tracking Webcam-Based Interviews Mobile Surveys 8% 9% 9% 10% 10% M bil Q lit ti Mobile Ethnography Virtual Environments Visualization Analytics Predictive Markets Focus of this assessment 2% 5% 6% 7% 8% S i G Biometric Response NeuroMarketing Crowdsourcing Mobile Qualitative 5SOURCE: Green Book Industry Research Trends Report, Spring 2011 2%Serious Games
  6. 6. Digitally-enabled methods offer new ways to gather data - choosing the “right” methodology will be more complexc oos g e g e odo ogy be o e co p e Factors Influencing Methodology Choice Type of Information Depth of Information Required Desired Amount of Information to be Tested Type of R d t Amount of Time to “Set-Up” Need for Verbal or Non-Verbal Cues Confidence in Methodology ChoiceTime to Field Respondents Needed – are they online or not? Confidence in Methodology to Yield Desired Output Digital technology enables research to be fielded faster, and often cheaper. Choice Research / Get results Budget 6 g gy p It is not expected to completely replace traditional methodologies – but will certainly provide more ways to gather information
  7. 7. The leading techniques focus around leveraging communities, mobile usage, and computer based applications Online Communities ob e usage, a d co pu e based app ca o s Leverages an online community for research such as online focus groups, omnibus surveys, product reactions DescriptionMethodology Communities Research online focus groups, omnibus surveys, product reactions and online bulletin boards Social Media Analytics Uses social media sites or tools to mine and monitor organic conversations about relevant topics, gaining did l ld i i y Mobile Research candid, real world opinions Information is gathered and shared through a mobile device platform (e.g., Blackberry, iPhone) which delivers surveys wherever respondents are Text Analytics Gathers unstructured text content (e.g., customer emails, comments and forum responses) and analyzes customer sentiment and identifies trends Web-Enabled Interviews Leverages web-conference platform (and potentially webcams) to conduct IDIs and focus groups quickly and cost-effectively 7 Eye Tracking Captures the location, length of time, and movement of the user’s point of gaze when exposed to visual stimuli
  8. 8. The leading techniques can be used for a variety of market research applications Technology Potential Uses Online Communities  Similar to how a “panel” may be used today  To get a quick reaction to materials esea c app ca o s Research  To get a quick reaction to materials  To monitor buzz among loyalists / category enthusiasts Social Media Monitoring  Observe market / WOM in natural form  Uncovers emotions or language about sensitive topics  Cost effective as an opinion pulseg  Cost-effective as an opinion pulse Mobile Research  Quick / real-time feedback for “pulse” questions or omnibus questions  Highly targeted recruiting (e.g., purchasers or participants)  Ethnographies (via camera phone photos)  Location based research (e g surveys distributed according to GPS) Location based research (e.g., surveys distributed according to GPS)  Experience feedback / satisfaction (post-purchase, at events, etc.) Text Analytics  To understand trends in written, spoken or online materials  Quickly analyze a large volume of material to identify “hot topics”  T d t lit ti i t i i b b d h i li ti Web-Enabled Interviews  To conduct qualitative interviews using web based sharing applications or web-cams (cost effective due to low travel / no facility rental costs)  Similar to when a TDI may be used  To garner reactions to materials  To follow up on quant interviews in lieu of open-end questions 8 p q p q Eye Tracking  To understand what is most “eye-catching” in materials, messages or creative concepts
  9. 9. Each technology has its own strengths and weaknesses HawkPartners Assessment of Digitally-Enabled Technologies Technology Advantages Disadvantagesgy g g Online Communities R h  Panel of people ready to participate who fit the criteria identified (or are more likely to fit the criteria)  Dialogue can provide a real-time pulse  Can over-represent more tech- oriented respondents  May be expensive or difficult to maintain Research g into consumer mindset  Easy “disaster check” among loyalists  Does not offer opportunities to recruit category naïve respondents  Observe market / WOM in natural form  Not every brand’s customers are talking about them online Social Media Monitoring  Uncovers emotions or language about sensitive topics  Can recruit hard-to-find respondents  Cost-effective as an opinion pulse  Tends to capture early adopters or dissenters / complainers  Context may be missing/unclear  Not appropriate for quantitative analysis or projectionsanalysis or projections Mobile Research  Quick and real-time feedback  Enables recruit via GPS or creative channels (e.g., on receipts, event/location signs)  Can over-represent more tech- oriented respondents  IT issues can occur  Brief interactions make obtaining 9 Research event/location signs)  Can collect both quant and qual data g detailed respondent info difficult  Additional data charges
  10. 10. Each technology has its own strengths and weaknesses HawkPartners Assessment of Digitally-Enabled Technologies Technology Advantages Disadvantagesgy g g Text Analytics  Brings structure to unstructured text  Provides quick and massive content identification and pattern recognition  Can quickly synthesize multiple  Can be expensive and time-consuming  May misinterpret nuances of language  Often disregards context  Some variations may simply consist of Can quickly synthesize multiple sources  Some variations may simply consist of word count  Can recruit hard-to-find respondents without central location / in office  Less able to see body language/non Web-Enabled Interviews  Faster to recruit and arrange than in-person groups  National representation  Can be cost effective - no travel or facility costs  Less able to see body language/non verbal cues  Can skew toward tech-savvy respondents  Potential for technical issues facility costs  Can capture reactions via web-cam Eye Tracking  Avoids respondent bias by giving insight into subconscious behavior  Helpful for material evaluation /  Equipment/staff can be expensive  Does not provide insights on why l f t i thi 10 Eye Tracking Helpful for material evaluation / usability studies to understand user interaction people focus on certain things  Subject to technical problems
  11. 11. What is on the horizon? Research will become increasingly personalized and interactiveg y p • Neuromarketing and biometrics will become more Emotions and Trend Examples Neuromarketing and biometrics will become more accessible and cost–effective to execute • Eyetracking, pulse, heart rate, facial analysis body temperature will be common measures used subconscious motives become increasingly important • Games will become an effective way to both understand customer behavior and sell products • The concept of “fun” will become increasingly Fun and games will become p g y important (avatars, incentives, virtual worlds, social media / mobile games)commonplace • “DiViduals” are digital characters programmed to reflect a member of a target demographic. DigiVduals interact with real on-line consumers to understand how consumers of a target group are feeling and talking online Digital characters interact with real people on social di 11 are feeling and talking online media

×