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Phyllis Macfarlane Skills For A NewMR World 2016

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Developing MR skills for developing markets.
In this session we will look at this issue from both angles. We will explore what skills researchers in developed markets need in order to understand how to do good, perceptive research in developing markets and how to avoid making all those ‘assumptions’ which serve you well normally, but which may lead to you actually conduct poor and misleading research in a new market, (despite your best intentions and efforts). And secondly, we will discuss how researchers in emerging markets can develop and hone their skills to deal with both the (sometimes incomprehensible, and sometimes just unreasonable) demands of international clients, and also encourage local brands to take the plunge into the world of market research.

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Phyllis Macfarlane Skills For A NewMR World 2016

  1. 1. Developing MR skills for Developing Markets – NewMR Webinar Phyllis Macfarlane, GfK, 2016 Developing MR skills for Developing Markets Phyllis Macfarlane GfK 20 October 2016
  2. 2. Developing MR skills for Developing Markets – NewMR Webinar Phyllis Macfarlane, GfK, 2016 Market Research is different in developing markets •  As a researcher from a developed market you need to understand how to commission and manage good quality MR, and avoid cultural piAalls – which can be quite disastrous •  As a researcher in a developing market you need to handle internaDonal clients and do good work for them, and you need to be growing your local client base. You can’t live on internaDonal clients alone!
  3. 3. Developing MR skills for Developing Markets – NewMR Webinar Phyllis Macfarlane, GfK, 2016 Some Key Differences: 1) Sampling •  The concept of NatRep sampling can be very variable. It may not cover all geography or all social classes. •  In general you need to check assumpDons where sampling is concerned •  Researchers in Developing Markets – be aware that clients from Developed Markets will have less and less experience/knowledge of F2F sampling
  4. 4. Developing MR skills for Developing Markets – NewMR Webinar Phyllis Macfarlane, GfK, 2016 What is ‘NaJonally RepresentaJve’? Source: ESOMAR GLOBAL PRICES STUDY Most agencies offering online U&A research said Nat Rep WAS possible in their country “If a client asks you to quote for 500 interviews on aXtudes towards TV adverDsing, with a naDonally representaDve sample of adults, what would you assume this meant? Please describe who you would interview and how you would select them, in your own words.” 44% 34% 22% Quota Random Urban area 76% min age = 18 5% min age over 18 (1 case = 28 years) 20% min age under 18 (min = 8 years) 51% did not specify an upper age limit 16% said 65 years 22% specified under 65 years (min = 45 years) 11% said an age over 65 years
  5. 5. Developing MR skills for Developing Markets – NewMR Webinar Phyllis Macfarlane, GfK, 2016 4 Top Tips Source: ESOMAR GLOBAL PRICES STUDY One •  ASSUME makes an ASS of U and ME Two •  Supplier write in their own words their proposed steps Three •  Supplier to describe who will NOT be included in the research Four •  Ask what other bills/expenses you might be responsible for
  6. 6. Developing MR skills for Developing Markets – NewMR Webinar Phyllis Macfarlane, GfK, 2016 Some Key Differences: 2) Fieldwork •  Fieldwork in developing markets is sDll done mainly face-to-face •  Be aware that quality can be variable for both qual and quant fieldwork – Interviewers, in general, are not well trained, and certainly not well paid. Some may subcontract to friends. CheaDng may occur. •  Insist that a good personal briefing is given – by someone who understands the project fully - include training on any difficult aspects of the project •  Things are vastly improving with the use of mobile phones as CAPI devices – but be sure that the stated quality processes are actually followed •  Especially with Group discussions – check that respondents do qualify
  7. 7. Developing MR skills for Developing Markets – NewMR Webinar Phyllis Macfarlane, GfK, 2016 Switzerland 281 USA 237 Singapore 221 Sweden 202 Sri Lanka 29 Ukraine 39 Pakistan 46 Romania 56 Kenya 56 Price Index 100 = Global Median U&A and FGD Source: ESOMAR Global Pricing Study
  8. 8. Developing MR skills for Developing Markets – NewMR Webinar Phyllis Macfarlane, GfK, 2016 Some Key Differences: 3) Social ClassificaJon •  Social ClassificaDon – is very different in developing markets – it is not necessarily based on your job, as in developed markets. •  People osen have mulDple jobs in emerging markets. •  Or live at subsistence level. •  Understand what is used locally. •  In Africa, for example, special methods, based on ownership of products, have been developed. •  SomeDmes both approaches are used – to give flexibility.
  9. 9. Developing MR skills for Developing Markets – NewMR Webinar Phyllis Macfarlane, GfK, 2016 Some Key Differences: 4) Language and CommunicaJons •  Language – check what language the quesDonnaire is translated into – are more languages needed? How is that managed? •  SomeDmes it is les to Interviewers to translate into local languages - meanings may be changed. •  For example in Rwanda asking respondents to think about their ‘business’ as separate from their ‘product’ – did not work – their language did not disDnguish. ‘Strength’ and ‘Power’ may be the same word in local language. •  CommunicaDons – both sides will misunderstand and be misunderstood – it’s inevitable. Be disciplined – write everything down clearly, and check, check and check again.
  10. 10. Developing MR skills for Developing Markets – NewMR Webinar Phyllis Macfarlane, GfK, 2016 Researchers from developed markets – Always do some qualitaJve work •  It is just too easy to assume that other cultures work like your own – they osen don’t. I recommend that you should always do some qualitaDve work – or at least read any prior qual work that has been done •  You will not understand the culture otherwise – and you will make mistakes
  11. 11. Developing MR skills for Developing Markets – NewMR Webinar Phyllis Macfarlane, GfK, 2016 Some Key Differences: 5) Timing and Responsiveness •  Things can go wrong everywhere – but they are more likely to in developing markets where the infrastructure is less established – especially outside major ciDes •  And ‘process’ is less developed in emerging markets – there is less conDngency planning. ‘Plan B’ is not a well used concept •  There may not be clear structures if someone is ill or called away – make sure that you know the team
  12. 12. Developing MR skills for Developing Markets – NewMR Webinar Phyllis Macfarlane, GfK, 2016 Some Key Differences: 6) Working cultures may be different •  In general, society in developing markets is more hierarchical •  Researchers are not encouraged to challenge clients •  They are also not encouraged to develop themselves too much – in case they move on •  They are not expected to give business advice •  Not used to high-level, sophisDcated PPT presentaDons
  13. 13. Developing MR skills for Developing Markets – NewMR Webinar Phyllis Macfarlane, GfK, 2016 Some Key Differences: 6) Working cultures may be different •  European and US agencies tend to be large and very organised – and process driven •  They tend not to be aware of the issues researchers face in their country – or knowledgeable about the techniques used •  They are demanding of process and technology and Dming •  KISH grid – known to some but not to others
  14. 14. Developing MR skills for Developing Markets – NewMR Webinar Phyllis Macfarlane, GfK, 2016 Researchers in Developing Markets - Amend your ‘culture’ for the new world of MR •  Challenge the brief – especially if it asks for things that are not appropriate in your country •  Ask quesDons – make sure that you understand •  Show your local knowledge/experience •  Learn to give advice
  15. 15. Developing MR skills for Developing Markets – NewMR Webinar Phyllis Macfarlane, GfK, 2016 Researchers in Developing Markets - Build your MR skills •  The world of market research is changing fast – don’t think that new techniques won’t get to you soon – be prepared •  Read papers and watch presentaDons from ESOMAR and local associaDons – especially about new techniques •  Think all the Dme –‘how would that work here?’ •  You are going to leap-frog some areas of development – be prepared
  16. 16. Developing MR skills for Developing Markets – NewMR Webinar Phyllis Macfarlane, GfK, 2016 Researchers in Developing Markets - Build your General Management and MarkeJng Skills •  Market research is no longer a niche business – we compete with management consultants and technology businesses •  Market research is no longer about just surveys – you need to understand the world of business and markeDng, in the broadest sense •  If you can, find yourself a mentor. Advice and another point of view are always useful •  And always think entrepreneurially
  17. 17. Developing MR skills for Developing Markets – NewMR Webinar Phyllis Macfarlane, GfK, 2016 Building Local Clients is SO important •  Very high proporDons of the total MR spend in developing markets comes from InternaDonal clients – Commercial companies or NGO’s •  Local companies tend to be wary of MR – they think it’s expensive, and are not sure how to use it. And they don’t have the Dme •  You need to constantly promote the value and use of MR – preferably through the local MR AssociaDon, or just do it yourself. Offer to lecture at the local University! •  Research does not have to be expensive – and every business needs evidence for decision making
  18. 18. Developing MR skills for Developing Markets – NewMR Webinar Phyllis Macfarlane, GfK, 2016 Summary •  We live in a world where skills constantly need to be updated – keep up with all the new trends in research, and think how they can be applied in your parDcular market •  Never make assumpDons unDl you know how a country works – it’s all too easy to get it wrong •  Quality, quality and quality must be your passions •  Don’t get stuck in a niche – market research sits within a much bigger ‘informaDon’ market – you need to understand how business and markeDng work generally •  Make it a personal responsibility to promote the value of MR amongst local businesses
  19. 19. Developing MR skills for Developing Markets – NewMR Webinar Phyllis Macfarlane, GfK, 2016 Thank You! Phyllis Macfarlane, GfK phyllis.macfarlane@gb.com Your Photo
  20. 20. Developing MR skills for Developing Markets – NewMR Webinar Phyllis Macfarlane, GfK, 2016 Q & A Sue York The Handbook of Mobile Market Research Phyllis Macfarlane GfK

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