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Has Self-Service Research Killed Traditional Market Research? Vivek Bhaskaran, CEO, Survey Analytics Dr. Sanja Licina, Sen...
Not Yet – But it has taken a massive bite!
Housekeeping Items <ul><li>http://facebook.com/researchaccess </li></ul><ul><li>(Discussions -> AMA – Future of MR) </li><...
Who are we? Vivek Bhaskaran Pretty Logos eh?
Who are we? Dr. Sanja Licina PhD – Really?
There is a Time and a Place (and a Purpose) for Everything  Can it walk my dog?
Times have changed <ul><li>“ Web Survey Project” </li></ul><ul><li>1998 – 40K  </li></ul><ul><li>2005 – 5K </li></ul><ul><...
The average client today <ul><li>More with less </li></ul><ul><li>Media and technology awareness </li></ul><ul><li>Strateg...
The average MR agency today <ul><li>Research = Focus Group or Online Surveys </li></ul><ul><li>Is being a “quant/qual” goo...
Self-Service Assessment <ul><li>Benefits </li></ul><ul><li>Quick </li></ul><ul><li>Cost effective (if done correctly) </li...
Must-Haves to Be Successful at Self-Service <ul><li>Access to the target population to study </li></ul><ul><li>Skills </li...
Traditional Market-Research Assessment <ul><li>Benefits </li></ul><ul><li>Access to the target population </li></ul><ul><l...
Customer Sat – Case Study Overnight – the Customer Sat business went from full-service to DIY <ul><li>Net-Promoter Score <...
Choosing a Strategy <ul><li>Self-Service </li></ul><ul><li>Quick pulse check </li></ul><ul><li>Test exploratory ideas </li...
Main Reasons Why Clients Chose CareerBuilder <ul><li>Did not have access to the population of interest to survey </li></ul...
Why clients use QuestionPro? Ok – we have stuff too…
One Size May Not Fit All <ul><li>Companies do not have to, and really should not, always choose one strategy over another ...
Where is MR headed? More online surveys? (just kidding) <ul><li>Non-Traditional Listening Systems </li></ul><ul><li>Social...
Social Media Research Facebook and Twitter – OK no one really knows WTF Social Media Research is… but…
Facebook – Self-Service Ad’s Can we get access to respondents – DIY? (Hint : yes)
Panel Companies – Check this out Facebook allows you to target URL’s to its members  - is facebook one giant panel?
How can MR reinvent? <ul><li>It is about intelligence, not data </li></ul><ul><li>Market differentiation </li></ul><ul><li...
Insight Vs. Data Where is “ctrl-alt-del”
Generalization vs. Specialization SWAT or Traffic Cop?
Innovation Foursquare mayors get discounts on local bewery – Imagine the MR potential?
Finally – Not Another Survey! <ul><li>What did you think about this presentation? </li></ul><ul><ul><li>facebook.com/resea...
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AMA - DIY Research

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AMA - DIY Research

  1. 1. Has Self-Service Research Killed Traditional Market Research? Vivek Bhaskaran, CEO, Survey Analytics Dr. Sanja Licina, Senior Director of Talent Intelligence and Consulting, CareerBuilder.com
  2. 2. Not Yet – But it has taken a massive bite!
  3. 3. Housekeeping Items <ul><li>http://facebook.com/researchaccess </li></ul><ul><li>(Discussions -> AMA – Future of MR) </li></ul><ul><li>#ama-diymr </li></ul><ul><li>Vivek : @vivek1105 </li></ul><ul><li>Sanja : @SanjaLicina </li></ul>
  4. 4. Who are we? Vivek Bhaskaran Pretty Logos eh?
  5. 5. Who are we? Dr. Sanja Licina PhD – Really?
  6. 6. There is a Time and a Place (and a Purpose) for Everything Can it walk my dog?
  7. 7. Times have changed <ul><li>“ Web Survey Project” </li></ul><ul><li>1998 – 40K </li></ul><ul><li>2005 – 5K </li></ul><ul><li>Today - $19.95 </li></ul>Too bad everyone knows about SurveyMonkey, Zoomerang, Questionpro
  8. 8. The average client today <ul><li>More with less </li></ul><ul><li>Media and technology awareness </li></ul><ul><li>Strategy + MR + Creative </li></ul>Lets get used to the new client “ head of digital marketing”
  9. 9. The average MR agency today <ul><li>Research = Focus Group or Online Surveys </li></ul><ul><li>Is being a “quant/qual” good enough? </li></ul>Show me the money….
  10. 10. Self-Service Assessment <ul><li>Benefits </li></ul><ul><li>Quick </li></ul><ul><li>Cost effective (if done correctly) </li></ul><ul><li>Flexibility in execution </li></ul><ul><ul><li>Timeline </li></ul></ul><ul><ul><li>Audience </li></ul></ul><ul><ul><li>Methodology </li></ul></ul><ul><ul><li>Question content </li></ul></ul><ul><li>Drawbacks </li></ul><ul><li>Subject to more biased responding </li></ul><ul><li>Credibility of findings can be questioned </li></ul><ul><li>Need qualified staff to execute </li></ul><ul><li>Could cost more than outsourcing if not prepared or staffed </li></ul>
  11. 11. Must-Haves to Be Successful at Self-Service <ul><li>Access to the target population to study </li></ul><ul><li>Skills </li></ul><ul><li>Ability to execute the study </li></ul><ul><li>Time </li></ul><ul><li>Knowledge how to interpret and implement the findings </li></ul>
  12. 12. Traditional Market-Research Assessment <ul><li>Benefits </li></ul><ul><li>Access to the target population </li></ul><ul><li>Can meet your timeline </li></ul><ul><li>Expert knowledge in the area of study </li></ul><ul><li>Allows you more time to focus on action planning than &quot;doing&quot; the research - more strategic with less resources </li></ul><ul><li>Drawbacks </li></ul><ul><li>Cost </li></ul><ul><li>Share control </li></ul><ul><li>Less process flexibility </li></ul>
  13. 13. Customer Sat – Case Study Overnight – the Customer Sat business went from full-service to DIY <ul><li>Net-Promoter Score </li></ul><ul><li>CEO’s love simplicity </li></ul><ul><li>One question – simple and easy to use model </li></ul>
  14. 14. Choosing a Strategy <ul><li>Self-Service </li></ul><ul><li>Quick pulse check </li></ul><ul><li>Test exploratory ideas </li></ul><ul><li>Budget constraints </li></ul><ul><li>Outsource </li></ul><ul><li>When confidentiality/anonymity is an issue </li></ul><ul><li>When it is good to have a third party represent your brand </li></ul><ul><li>When you do not have access to the population you want to study </li></ul>
  15. 15. Main Reasons Why Clients Chose CareerBuilder <ul><li>Did not have access to the population of interest to survey </li></ul><ul><li>Wanted to leverage findings in press </li></ul><ul><li>Did not have the right qualifications on staff to build out the study and analyze the findings </li></ul><ul><li>Needed expert advise for how to implement the findings </li></ul>
  16. 16. Why clients use QuestionPro? Ok – we have stuff too…
  17. 17. One Size May Not Fit All <ul><li>Companies do not have to, and really should not, always choose one strategy over another </li></ul><ul><li>Almost every organization will have a need for both for self-serve and traditional market research </li></ul>
  18. 18. Where is MR headed? More online surveys? (just kidding) <ul><li>Non-Traditional Listening Systems </li></ul><ul><li>Social Media Research </li></ul><ul><li>Combining attitudinal and behavioral data </li></ul><ul><li>Micro-Communities </li></ul>
  19. 19. Social Media Research Facebook and Twitter – OK no one really knows WTF Social Media Research is… but…
  20. 20. Facebook – Self-Service Ad’s Can we get access to respondents – DIY? (Hint : yes)
  21. 21. Panel Companies – Check this out Facebook allows you to target URL’s to its members - is facebook one giant panel?
  22. 22. How can MR reinvent? <ul><li>It is about intelligence, not data </li></ul><ul><li>Market differentiation </li></ul><ul><li>Innovation </li></ul>
  23. 23. Insight Vs. Data Where is “ctrl-alt-del”
  24. 24. Generalization vs. Specialization SWAT or Traffic Cop?
  25. 25. Innovation Foursquare mayors get discounts on local bewery – Imagine the MR potential?
  26. 26. Finally – Not Another Survey! <ul><li>What did you think about this presentation? </li></ul><ul><ul><li>facebook.com/researchaccess </li></ul></ul><ul><li>Go on twitter and tweet your thoughts </li></ul><ul><ul><ul><li>Use hashtag : #ama-diymr </li></ul></ul></ul><ul><ul><ul><li>Use second hashtag: </li></ul></ul></ul><ul><ul><ul><ul><li>#like, #ok or #fail </li></ul></ul></ul></ul>view results real time – twpulse.com/ama-diymr

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