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
Digital Interviews have gained momentum in the domain of Talent Assessment. Through a set of two questions, let us examine whether or not Digital Interviews are good enough!
Online Panel vs. Mobile Advertising Recruiting in Market Research StudyHolger Lütters
Presentation of Holger Lütters during General Online Research Conference 2015 in Cologne, Germany.
While the majority of the online market research industry is still inviting people over the email channel, some new approaches of using advertising networks to recruit people literally pop-up.
Besides the largely discussed approach of Google consumer surveys, using the Google advertising eco-system on desktop and mobile devices, a new and independent approach has been developed by a Berlin start-up company. This approach allows inviting unknown people over an advertising partner’s website to take a survey.
The market researcher’s question at this point of technology development is, whether this approach can be considered to create valid data compared to the classic panel approach. In order to find out about the opportunities and problems of this recruiting procedure the standard panel approach was used in competition with the advertising recruiting approach.
Methods & Data:
The comparison of the competing data collection approaches was supervised by independent academic researchers and supported by the commercial online panel GapFish and the advertising recruiting approach as developed by Dalia Research. Overall more than 3.000 people were contacted to create an online sample of more than 800 respondents for each approach equally covering desktop, laptop, tablet and smartphone devices allowing to compare the results.
The device agnostic questionnaire was dealing with respondent’s behaviour when answering questionnaires and their expectations in compensation for taking questionnaires in the classic and the mobile environment.
The project was one of the interactions during the HTW Berlin / HWR Berlin Project InnoRadar. InnoRadar is supported by the Berlin Institute of Applied Research (IFAF) www.ifaf-berlin.de
Representing and Evaluating Social Context on Mobile DevicesKris Mihalic
Divert: Mother-in-law
Representing and Evaluating Social Context on Mobile Devices
Kris Mihalic, Manfred Tscheligi
ICT&S Center, University of Salzburg, Austria
MobileHCI 2007, Singapore
Graphical question types in mobile researchHolger Lütters
Effects of motivating question types with graphical support in multi channel design studies
General Online Research 2016 - Dresden, 4th March 2016
Track A9: Paradata and New Developments
Holger Lütters – Hochschule für Technik und Wirtschaft Berlin
Malte Friedrich-Freksa - GapFish GmbH
Sandra Vitt - Mediengruppe RTL Deutschland
Mobile research is looking for new kinds of user interaction. The presentation shows the results of ideas generated in a team approach.
Digital Interviews have gained momentum in the domain of Talent Assessment. Through a set of two questions, let us examine whether or not Digital Interviews are good enough!
Online Panel vs. Mobile Advertising Recruiting in Market Research StudyHolger Lütters
Presentation of Holger Lütters during General Online Research Conference 2015 in Cologne, Germany.
While the majority of the online market research industry is still inviting people over the email channel, some new approaches of using advertising networks to recruit people literally pop-up.
Besides the largely discussed approach of Google consumer surveys, using the Google advertising eco-system on desktop and mobile devices, a new and independent approach has been developed by a Berlin start-up company. This approach allows inviting unknown people over an advertising partner’s website to take a survey.
The market researcher’s question at this point of technology development is, whether this approach can be considered to create valid data compared to the classic panel approach. In order to find out about the opportunities and problems of this recruiting procedure the standard panel approach was used in competition with the advertising recruiting approach.
Methods & Data:
The comparison of the competing data collection approaches was supervised by independent academic researchers and supported by the commercial online panel GapFish and the advertising recruiting approach as developed by Dalia Research. Overall more than 3.000 people were contacted to create an online sample of more than 800 respondents for each approach equally covering desktop, laptop, tablet and smartphone devices allowing to compare the results.
The device agnostic questionnaire was dealing with respondent’s behaviour when answering questionnaires and their expectations in compensation for taking questionnaires in the classic and the mobile environment.
The project was one of the interactions during the HTW Berlin / HWR Berlin Project InnoRadar. InnoRadar is supported by the Berlin Institute of Applied Research (IFAF) www.ifaf-berlin.de
Representing and Evaluating Social Context on Mobile DevicesKris Mihalic
Divert: Mother-in-law
Representing and Evaluating Social Context on Mobile Devices
Kris Mihalic, Manfred Tscheligi
ICT&S Center, University of Salzburg, Austria
MobileHCI 2007, Singapore
Graphical question types in mobile researchHolger Lütters
Effects of motivating question types with graphical support in multi channel design studies
General Online Research 2016 - Dresden, 4th March 2016
Track A9: Paradata and New Developments
Holger Lütters – Hochschule für Technik und Wirtschaft Berlin
Malte Friedrich-Freksa - GapFish GmbH
Sandra Vitt - Mediengruppe RTL Deutschland
Mobile research is looking for new kinds of user interaction. The presentation shows the results of ideas generated in a team approach.
Research Proposal- Integrating Need for CognitionLeslie McFarlin
A proposal for a major retailer who wanted to better understand aspects of users' attitudes and how they related to people's responsiveness to email campaigns.
TinSort: Asking Market Research Questions the Tinder WayHolger Lütters
TinSort:
Asking Market Research Questions the Tinder* Way
General Online Research 2016 - Dresden, 4th March 2016
Track B10: Human-Computer Interaction
Holger Lütters – Hochschule für Technik und Wirtschaft Berlin
Daniel Westphal - pangea labs GmbH
Gené van Heerden - University of Pretoria
Example of TinSort under https://goo.gl/1kKhoY Report available under http://goo.gl/zf8tJp
Tinder is a brand of Tinder INC:
The talk has three parts : the first part gives an overview of data science work, including roadmap of data science team, responsibility and value of data scientists; the second part talks about pitfalls in analysis and teaches some common analysis methods; the third part takes decision support, metrics and AB testing as examples to explain the data science work and how they are translated to business value.
A small presentation about IOT and Big Data and how it is affecting classic ways of measurements with new marketing shift.
Which proves that soon everyone will be online.
Learn more about the basics of experience research on https://blog.morethanmetrics.com/research-basics/
This is a short introduction to the most important methods used in customer experience research – how they work and what advantages and disadvantages they have.
Running head THE ADVANTAGES AND DISADVANTAGES OF SURVEYS.docxtoltonkendal
Running head: THE ADVANTAGES AND DISADVANTAGES OF SURVEYS
Unit Six Assignment Essay
Nicholas George Christakis
California Intercontinental University
MKT 645 -2016 CT4
June 20, 2016
To: Dr. Debra McCoskey-Reisert
MARKETING RESEARCH
Market research is a systematic way to gather, evaluate and present it in a form that explains various facts and figures to the business. Collected information acts as a vital tool to have increments in business activities, qualitative work done and improved profits. Any company, whether small scale or large scale, can perform market research before marketing its products or services. It can also be useful when launching a new product or diversifying the business. It is useful as well when a company has to expand its business globally. It avails numerous benefits to the businesses.
Among the different methods of data gathering for research purposes, many researchers due to its various advantages, strengths and benefits prefer the survey method. However, surveys also have their disadvantages and weak points that must be considered.
Advantages of Marketing Surveys
Market research is a scheduled method to collect, analyze and correlate beneficial data for the benefit of business to make strategic decisions. Collected information acts as a vital tool to have increments in business activities, qualitative work done and improved profits. Any company, whether small scale or large scale, can perform market research before selling its products or services. It can also be useful when launching a new product or diversifying the business. It is useful as well when a company has to expand its business globally. It avails numerous benefits to the companies.
Among the different methods of data gathering for research purposes, many researchers due to its various advantages, strengths and benefits prefer the survey method. However, surveys also have their disadvantages and weak points that must be considered.
Online surveys and mobile surveys tend to be the most cost-effective modes of survey research, yet they may not reach those respondents that can only respond using alternate modes. Results of online surveys and mobile surveys may suffer and differ greatly if important respondents are left out of the research. Hard-to-reach respondents may be easier to reach using more traditional methods such as paper surveys or face-to-face interviews. The self-completed postal or mail survey is a recognized form of data collection in marketing research (Dillman 1978). There are well- documented practical problems with this form of data collection: poor response rates, slow response, and manual transcription of data from a hard copy questionnaire to an appropriate statistical analysis tool. Non- response and data entry errors may result. Consequently, research into online data collection methods increased significantly during the late 1990s. This was preceded by (1) a growing number of Internet and email users, which started ...
Running head BeathardAPSY7106-8 1BeathardAPSY71.docxtoddr4
Running head: BeathardAPSY7106-8
1
BeathardAPSY7106-8
2
Week 8 Assignment
Quantitative analysis as research methodology takes into account variables that are measurable and thus definitive in the way there is an empirical investigation. Therefore, there is a statistical element and definition of techniques in place in the valuation of impact. There are ways in which information in this type of study can be achieved. The data collection is important as it dictates the type of statistical tools that are best suited for this kind of study (Nardi, 2018). For this paper, the survey tool that would be used in the collection of data is a questionnaire. Comment by JB: nice intro as usual :)
The Topic
By consideration of this, looking at something that is taken to be a general public issue and an impact on the majority. Technology has been a key aspect in the development of means of communication, however, there is also the fact that communication evolution has also led to the increase in the socio-economic value of means of communication. Therefore, having a smartphone comes at its costs depending on an individual’s priority. This raises the question of how often do you buy smartphone apps that cost more than $0.99? Comment by JB: rework all prounons to what you mean exactly Comment by JB: interesting! most sentences will be cited though for the final paper.
Variable that could be Researched Quantitatively
Raises the question give a sense of achievability in terms of the quantitative value and thus a way in which there can be accountability in terms of numbers. Facts and evidence during collection have to be central in defining a specific variable. By determination of this variable, it is easier to understand the types of question to be asked in the survey and where the focus should be emphasized. Therefore, for this question, the variable is the number of mobile apps bought. The instrument to measure this variable includes questionnaires, checklists, interview, and observation (Vellone, 2000). Comment by JB: maybe a word missing here? Comment by JB: add in some citations of researchers calling for this research - it will be important to justify your doing such a study :) I like it though!!
Population/Demographic
The most elemental question is based on a commodity that can only be found in one type of technology, the chosen demographic is smartphone users. They fit all the criteria necessary as they are the ones in need of a mobile application for most functions. Despite the fact that there is a chosen population, it is important to narrow down the fact that priority is important for different people. Therefore, there is diverse usage of the phones and thus a further narrowing must be considered in the fact that some smartphone users do not necessarily use it for any other options rather than to call and receive messages.
While looking at the characteristics of these users the most notable will be those who can be a focus on differen.
Research Proposal- Integrating Need for CognitionLeslie McFarlin
A proposal for a major retailer who wanted to better understand aspects of users' attitudes and how they related to people's responsiveness to email campaigns.
TinSort: Asking Market Research Questions the Tinder WayHolger Lütters
TinSort:
Asking Market Research Questions the Tinder* Way
General Online Research 2016 - Dresden, 4th March 2016
Track B10: Human-Computer Interaction
Holger Lütters – Hochschule für Technik und Wirtschaft Berlin
Daniel Westphal - pangea labs GmbH
Gené van Heerden - University of Pretoria
Example of TinSort under https://goo.gl/1kKhoY Report available under http://goo.gl/zf8tJp
Tinder is a brand of Tinder INC:
The talk has three parts : the first part gives an overview of data science work, including roadmap of data science team, responsibility and value of data scientists; the second part talks about pitfalls in analysis and teaches some common analysis methods; the third part takes decision support, metrics and AB testing as examples to explain the data science work and how they are translated to business value.
A small presentation about IOT and Big Data and how it is affecting classic ways of measurements with new marketing shift.
Which proves that soon everyone will be online.
Learn more about the basics of experience research on https://blog.morethanmetrics.com/research-basics/
This is a short introduction to the most important methods used in customer experience research – how they work and what advantages and disadvantages they have.
Running head THE ADVANTAGES AND DISADVANTAGES OF SURVEYS.docxtoltonkendal
Running head: THE ADVANTAGES AND DISADVANTAGES OF SURVEYS
Unit Six Assignment Essay
Nicholas George Christakis
California Intercontinental University
MKT 645 -2016 CT4
June 20, 2016
To: Dr. Debra McCoskey-Reisert
MARKETING RESEARCH
Market research is a systematic way to gather, evaluate and present it in a form that explains various facts and figures to the business. Collected information acts as a vital tool to have increments in business activities, qualitative work done and improved profits. Any company, whether small scale or large scale, can perform market research before marketing its products or services. It can also be useful when launching a new product or diversifying the business. It is useful as well when a company has to expand its business globally. It avails numerous benefits to the businesses.
Among the different methods of data gathering for research purposes, many researchers due to its various advantages, strengths and benefits prefer the survey method. However, surveys also have their disadvantages and weak points that must be considered.
Advantages of Marketing Surveys
Market research is a scheduled method to collect, analyze and correlate beneficial data for the benefit of business to make strategic decisions. Collected information acts as a vital tool to have increments in business activities, qualitative work done and improved profits. Any company, whether small scale or large scale, can perform market research before selling its products or services. It can also be useful when launching a new product or diversifying the business. It is useful as well when a company has to expand its business globally. It avails numerous benefits to the companies.
Among the different methods of data gathering for research purposes, many researchers due to its various advantages, strengths and benefits prefer the survey method. However, surveys also have their disadvantages and weak points that must be considered.
Online surveys and mobile surveys tend to be the most cost-effective modes of survey research, yet they may not reach those respondents that can only respond using alternate modes. Results of online surveys and mobile surveys may suffer and differ greatly if important respondents are left out of the research. Hard-to-reach respondents may be easier to reach using more traditional methods such as paper surveys or face-to-face interviews. The self-completed postal or mail survey is a recognized form of data collection in marketing research (Dillman 1978). There are well- documented practical problems with this form of data collection: poor response rates, slow response, and manual transcription of data from a hard copy questionnaire to an appropriate statistical analysis tool. Non- response and data entry errors may result. Consequently, research into online data collection methods increased significantly during the late 1990s. This was preceded by (1) a growing number of Internet and email users, which started ...
Running head BeathardAPSY7106-8 1BeathardAPSY71.docxtoddr4
Running head: BeathardAPSY7106-8
1
BeathardAPSY7106-8
2
Week 8 Assignment
Quantitative analysis as research methodology takes into account variables that are measurable and thus definitive in the way there is an empirical investigation. Therefore, there is a statistical element and definition of techniques in place in the valuation of impact. There are ways in which information in this type of study can be achieved. The data collection is important as it dictates the type of statistical tools that are best suited for this kind of study (Nardi, 2018). For this paper, the survey tool that would be used in the collection of data is a questionnaire. Comment by JB: nice intro as usual :)
The Topic
By consideration of this, looking at something that is taken to be a general public issue and an impact on the majority. Technology has been a key aspect in the development of means of communication, however, there is also the fact that communication evolution has also led to the increase in the socio-economic value of means of communication. Therefore, having a smartphone comes at its costs depending on an individual’s priority. This raises the question of how often do you buy smartphone apps that cost more than $0.99? Comment by JB: rework all prounons to what you mean exactly Comment by JB: interesting! most sentences will be cited though for the final paper.
Variable that could be Researched Quantitatively
Raises the question give a sense of achievability in terms of the quantitative value and thus a way in which there can be accountability in terms of numbers. Facts and evidence during collection have to be central in defining a specific variable. By determination of this variable, it is easier to understand the types of question to be asked in the survey and where the focus should be emphasized. Therefore, for this question, the variable is the number of mobile apps bought. The instrument to measure this variable includes questionnaires, checklists, interview, and observation (Vellone, 2000). Comment by JB: maybe a word missing here? Comment by JB: add in some citations of researchers calling for this research - it will be important to justify your doing such a study :) I like it though!!
Population/Demographic
The most elemental question is based on a commodity that can only be found in one type of technology, the chosen demographic is smartphone users. They fit all the criteria necessary as they are the ones in need of a mobile application for most functions. Despite the fact that there is a chosen population, it is important to narrow down the fact that priority is important for different people. Therefore, there is diverse usage of the phones and thus a further narrowing must be considered in the fact that some smartphone users do not necessarily use it for any other options rather than to call and receive messages.
While looking at the characteristics of these users the most notable will be those who can be a focus on differen.
A Corpus Driven, Aspect-based Sentiment Analysis To Evaluate In Almost Real-t...CSCJournals
Nowadays, more than ever, customers have access to other consumers’ digital evaluations concerning the products or services that they have consumed. The use of online review websites, by the potential digital consumers, makes them aware of the choices they have. This, enables them to make comparisons between all the available products or services. However, the big volume of the opinionative data that is produced continuously, creates difficulties when being analyzed by stakeholders, mostly due to human’s physical or mental restrictions. In this research, web scraping combined with an aspect-level sentiment analysis using the corpus-based technique, approached methodologically the problem, by identifying not only the relevant information, but also the particular expressions and phrases that the reviewers use over the Internet. The purpose is to recommend a corpus-based, sentiment analysis web system for detecting and quantifying customers’ opinions which are written in Greek language and referred to the Food and Beverage (F&B) sector in almost real-time. The system consists of two modules that constructed using the aforementioned methods. As far as the web scraping module is concerned, the BeautifulSoup and the Requests libraries of Python programming language were used. For the constructing purposes of the corpus-based sentiment analysis module, 80,500 customers’ reviews are extracted (data set) from 6,795 companies which selected randomly from the most popular Greek e-ordering platform. The evaluated functions are the quality of food, the customer service and the image of the company. The extracted sentiment orientation terms and phrases from the customers’ reviews are used to form the corresponding dictionaries of the functions and the appropriate pattern of tags, in order to proceed in the sentiment classification. Finally, the system is tested in the dataset and the findings will be practical and significant, as not enough attention has been paid in sentiment analysis techniques used in combination with a non-English, like the modern Greek language.
As SVP, Strategic Insights, prepared and presented this thought leadership to clients and at an Experian Marketing Summit. Thanks to all the great work by Alex Rosten, Katie Rosman, and the rest of the Demand Insights team.
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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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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