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Mr course module 04
The document summarizes a short course on market research, including lessons on quantitative and qualitative research methods, major applications of research like customer satisfaction and concept testing, and mobile market research. Key topics covered for mobile include conducting surveys on mobile devices, passive data collection from phones, geofencing, and designing surveys optimized for mobile. The course concludes with an example of a hypothetical mobile diary study collecting data from 400 consumers on their beverage consumption over 1 day.
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Mr course module 04
- 1. A short coursein Market Research with Ray Poynter (English language) Lesson 4 Thursday, 15 July • Ch. 16, Major applications of research • Ch. 19, Mobile market research @RayPoynter ray.poynter@thefutureplace.com
- 2. Dates and Modules Thu3 July Introduction The context for market research Communicating results Tue 8 July Quantitative research Writing questionnaires Thu 10 July Qualitative research Analysing qualitative data Tue 15 July Major applications of research Mobile market research Thu 17 July Emerging research methods Communities Social media research Tue 22 July Fri 25 July How to analyse quantitative data Quantitative analysis techniques Pricing research Thu 24 July B2B (business to business) International research Political polling Tue 29 July Research ethics, Guidelines and laws Current areas of sensitivity Questions from new researchers
- 3. MAJOR APPLICATIONS OF RESEARCH PartA A review of what makes these topics different from the norm
- 4. International Research There isa chapter on international research, so we will come back to it. 1. International is more global these days – It used to be USA, Western Europe, & Japan 2. No single method works across the world – But international online panels make it look easier than it is! 3. Costs, standards, and respondent co-operation vary across the world 4. Many of the new interactive MR techniques can generate very high translation costs – For example discussion forums
- 5. Pharma Two main categories –Over the counter – Prescription – But also non-human Three key differences 1. Very technical, in terms of the products and uses 2. Highly regulated, e.g. adverse event reports 3. Most conducted with doctors (hard to reach and expensive)
- 6. Ad Tracking Generally quantitative Twokey elements being tested: 1. Is the client getting what they paid for – i.e. reach and frequency 2. Is the advertising working – which requires agreement on what working means Ad tracking might be changing! 1. Now: large studies, weekly interviews, long surveys, only suitable for major brands – very expensive 2. Future: short surveys, triggered ‘in the moment’, much cheaper – perhaps 50% of current cost, perhaps only 10%
- 7. Customer Satisfaction • Oneof the largest areas of MR spending • Wide variety of techniques – but none seem to have solved the problem • Two key roles: – Monitor service delivery – and try to fix problems – Seek opportunities to improve the service • Tracking varies from yearly, to weekly, to continuous • NPS (Net Promoter Score) is interesting, it does not work very well, but it is very popular, because it delivers one clear number
- 8. Ad Testing • Twoaims/types – Assessing the likely impact of the ad – mostly quant – Understand how the ad works – can be quant or qual – often with the intention of improving the ad • Ad forecasting requires benchmarks and models – And favours the big tracking and testing companies • How do ads work? – Major area of dispute, leading to lots of new techniques for testing them
- 9. Concept Testing • Aimsof concept testing include: – How is the concept understood? – Could it be improved? – If several concepts tested, which is best? – If it were launched, forecast sales • Forecasting sales favours the big agencies with models, benchmarks, and lots of historical data • Considerable overlap between ad testing and concept testing
- 10. Usability • For example: –Does the new shopping website work? How does a new shampoo bottle perform? • Most usability testing is NOT conducted by market research companies – Usability profession and HCI (human computer interaction) experts. • What can market research add? – Segmentation? – Better qual than non-MR people offer – Moving beyond the purely technical
- 11. Ideation • Producing newideas – And sometimes assessing them • Growth area in market research – And in business/marketing in general • Historically, most ideation has used qual – In particular groups and communities • But, there is a growth in quant approaches – Often based on some for of crowdsourcing and/or co-creation
- 12. Research With Children •Usually requires prior, written, parental permission • Research has to be suitable: – Capable of being understood – Not likely to upset or impact the children • When interpreting the results, be careful not to use adult forms of thinking • The background of any researcher spending time with children should be checked • Some groups are trying to ban all research with children (and all marketing targeted at children)
- 13. Part B Any questionsbefore we move on?
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- 15. What is MobileMarket Research? • Self-completion surveys conducted on a mobile device (e.g. phone or tablet) • Web surveys where some people are using mobile devices • Passive data collection • Participant research • Taking part in online qual using a mobile device • mCAPI – where interviewers use mobile devices • CATI – telephone interviews where some people are answering via mobile phone
- 16. In the moment •The hottest thing in mobile is ‘in the moment’ • Collecting data when things happen • Not relying on people’s memory • Examples: – When travelling – When shopping – When using a service
- 17. Smartphones, Features Phones& Dumb Phones Definitions change, today’s smartphone will seem pretty dumb in a few years – The Blackberry was the smartest phone, now it is behind Android and iPhone Smartphone: iPhone and Android YES! Windows and the better BlackBerry phones, yes. Feature phones: – a retrofit name for phones that are not smartphones – Some people say: feature phones need a browser to be a feature phone – They call the rest dumb phones
- 18. We’re All DoingMobile Now! CATI/telephone interviews contacting more people via mobile phone – In the USA Pew Center target 60% mobile – In developing countries it is often over 90% 25% to 30% of online surveys are being attempted by people using a mobile device Two types of mobile Platform agnostic Unintentional
- 19. What Are Apps Anapp is software downloaded onto a mobile device – Games, maps, books, calculators – And research apps Research apps include – Surveys – Qual (including mobile diaries & ethnography) – Passive (more on this in a moment)
- 20. Apps, Pluses andMinuses Positives • Does not necessarily need the internet to be available • Can access more of the phones features: – Locations – Sensors – Camera/Video • Can ‘push’ the survey Negatives • Must be downloaded – Technical issues – Respondent reluctance • Must be written for each platform • Less central control – e.g. quotas
- 21. What is PassiveData? • Passive data does not require the respondent to enter the data • Examples: – Location data collected automatically – Phone usage data – Internet usage data – Movement, temperature, light etc. – Interactions with other phones and services • Requires permission
- 22. Geo • Geotracking –interesting but difficult and most of the results are not useful to marketers • Geofencing – a major growth area – Create a boundary around a site (say a Starbucks) – When somebody enters or leaves their phone ‘knows’ – Launch marketing, information, or market research – iBeacons are currently key to this approach
- 23. Designing For Mobile 1.Find out what sort of devices the participants will be using, and what sort of internet connections they are likely to have. – Phones and tablets 2. Use shorter questions, shorter answer lists, and shorter surveys 3. Test the survey on the devices it is supposed to run on 4. Ensure it is safe for people to take part, we don’t want people driving and doing out surveys
- 24. Are The AnswersThe Same? • No and yes, and sometimes • No, the sample tends to be ‘wider’ when using mobile, more young people, more busy people, more active people • Yes, when the samples are the same, most survey questions give the same answer • Sometimes, some questions and situations give different answers – In the moment give different answers – Multi-select grids give different answers
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- 26. Feedback for thenext lessons? • If you have feedback now, GREAT! • Or, – Email it to ray.poynter@thefutureplace.com
- 27. A day inthe life 1578 beverages 400 consumers 1 day Mobile Diary
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- 30. What and when? 0% 20% 40% Before 7am 7am-9am9am-11am 11am-1pm 1pm-3pm 3pm-5pm 5pm-7pm 7pm-9pm After 9pm Coffee Tea Fruit Juice Fizzy drink Energy Drink Water Alcoholic drink
- 31. Where at home? Kitchen Livingroom Dining room Bedroom Bathroom Somewhere else at home Kitchen Living room Dining room Bedroom Bathroom Garden / yard Somewhere else at home Men Women