Introduce self Describe Creatonomy experience Describe Accenture experience ASK how many people have taken an online survey ASK if anyone has created an online survey
Let’s start with the overall market research picture. The vast majority of market research today is Quantitative. ASK what percentage of the Quantitative spending do you think might be due to online research
Online accounts for 16% of spending on all Quantitative research. TALK through breakout.
ESOMAR study didn’t break out online as a separate category within Qualitative spending --&gt; too small. TALK through breakout CONCLUSION: The majority of market research today is Quantitative, and about 1/6 of that (based on spending) is already done online.
What is behind this growth in online research? Main factors include: Technology advances have made online research easy, quick and inexpensive. Online research can offer several advantages over traditional (offline) research ASK what people think the advantages are to doing market research online.
Low-incidence populations = CEOs, etc. (groups with small numbers of people, often spread out geographically) Reach virtually anywhere --&gt; Can reach geographically dispersed groups Reach virtually anywhere --&gt; In comparison, the vats majority of traditional focus groups are conducted in just 4-5 major cities (New York, Chicago, LA, Denver) and are not geographically representative. Fast turnaround --&gt; Traditional focus groups typically take from 4 to 6 weeks to organize and facilitate; online focus groups allow you to move much more quickly. ASK given these advantages, what research areas might be a good fit with online research
FOR EXAMPLE … Today, online research is being employed in a variety of ways to help CRAFT and TEST advertising. Let’s look briefly at some ways that this is being done …
For Qualitative feedback, online focus groups are one tool. Example: advertising message testing for a manufacturer of organic baby food. TALK THROUGH different portions of screen: White board/interaction area Chat sidebar All happens within the respondent’s web browser (i.e., Internet Explorer, FireFox)
For Quantitative results, online surveys and online interviews can be used. Online surveys can be highly customized, configured in a variety of question types, etc.
And most Quantitative online tools now let you do basic and complex analysis of results right in a password-protected Admin view. Can look at results for a single survey question, or do more complex cross-tabulations. Given these examples, let’s talk about the “ART” of conducting successful online research.
I consider there to be 4 main rules, or “tips,” for conducting successful online market research. Far too often, marketers decide on the research approach (i.e., online survey, etc.) before even defining the business issue requiring investigation. Let WHAT you’re researching drive the selection of research processes and tools.
This is critical for Quantitative research. If you don’t do this, the research validity will drop to near zero, and the results will be useless (or even worse, the results may lead you to bad business decisions). Let’s talk more about self-selection bias.
You might think that self-selection won’t have a major impact on results, but … “Benchmark” = percents for the overall US population “All Volunteer” = results from testing an All Volunteer group of respondents The source for each “Benchmark” percentage is given in parentheses. Note the dramatic differences, and you’ll get a sense of how biased (different than the overall US population) an All Volunteer test group can be. Now what about “professional respondents”?
Note how a very small number of people are responsible for almost a third of all online research findings --&gt; disproportionally represented and thus they skew the results The best way to avoid such Professional Respondents? Select your respondents; don’t let them select themselves!
Although decreasing, there remains in the US about 1/3 of the overall population that doesn’t have regular access to either email or the Internet. Research has shown that the demographics and traits of the “online audience” are not reflective of those of the overall population. Thus any research that is examining something other than an exclusive online audience should include a component to reach and include offline respondents. (If time allows, give DONA International Membership Survey example -- both online and paper-based versions of same survey used to capture representative results.)
This can be the most important rule! Think of online research as just one more “tool” or one more “approach” in your research arsenal. Whether online or offline, the basics of good research still apply!
If you’d like an electronic copy of this presentation, please email me. NOTE that electronic version also will include Appendix section with additional resources.
Online Market Research
Online Market Research
Kevin A. Barnes
Creatonomy Marketing Communications
March 29, 2007