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.
Consumer Behaviour in Selecting Mobile PhoneRahul Chandna
n recent years, the adoption of mobile phones has been rapid so fast not only in India but also in the whole world. Buying to become a happy affair they would like to see, touch and feel the commodities that they buy. Understanding this psychology for the consumer many organizations have come to make purchase of happy affair. The present study is conducted in tirupur city and it is decided to consider different mobile phones’ like Microsoft, Sony Ericsson, Samsung, LG and HTC. This study helps to know the factors which influencing the buying behavior to purchase Mobile Phones. This study helps to know the buying behavior of the consumer while choosing Mobile Phones to know the consumers satisfaction level towards different branded mobile phones and to know the reason for the dissatisfaction of the consumer. The consumer buying a variety of mobile phones which satisfy his wants and they are always influenced by his purchasing activities by some considerations which lead him to select a particular brand or a particular store in preferred to others. From this study the researcher had gained lot of practical exposure about buying behavior towards mobile phones.
Consumer Behaviour in Selecting Mobile PhoneRahul Chandna
n recent years, the adoption of mobile phones has been rapid so fast not only in India but also in the whole world. Buying to become a happy affair they would like to see, touch and feel the commodities that they buy. Understanding this psychology for the consumer many organizations have come to make purchase of happy affair. The present study is conducted in tirupur city and it is decided to consider different mobile phones’ like Microsoft, Sony Ericsson, Samsung, LG and HTC. This study helps to know the factors which influencing the buying behavior to purchase Mobile Phones. This study helps to know the buying behavior of the consumer while choosing Mobile Phones to know the consumers satisfaction level towards different branded mobile phones and to know the reason for the dissatisfaction of the consumer. The consumer buying a variety of mobile phones which satisfy his wants and they are always influenced by his purchasing activities by some considerations which lead him to select a particular brand or a particular store in preferred to others. From this study the researcher had gained lot of practical exposure about buying behavior towards mobile phones.
Mobile Research for Advertising_Michael HanleySara Quinn
Part of the Mobile Communications Resource Center, this is one of several presentations created by Michael Hanley for Ball State University's College of Communication, Information and Media. All rights are reserved.
- To Understand the Importance of Consumer Research for Firms and Their Brands, as Well as Consumers.
-To Navigate Steps in the Consumer Research Process using Models & Frameworks.
- To Explain the Importance of Establishing Specific Research Objectives as the First Step in the Design of a Consumer Research Project.
Incremental vs Monumental Decision-MakingIpsos France
The world has changed. And these changes are driving the
need for new ways to identify and react to consumer
insights.
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Pour répondre de façon agile aux enjeux business de ses clients, Ipsos réinvente l’U&A pour laisser la place à la modularité et à l’incrémentalité décisionnelle en fusionnant les sources de données et de collecte.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
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-Receive templates and guides for developing a marketing strategy
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
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Understand how search engines work
Be able to find out where your users search
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Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CRO
Mr course module 04
1. A short course in 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
Thu 3 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
4. International Research
There is a 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
Two key 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
• One of 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
• Two aims/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
• Aims of 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 new ideas
– 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)
15. What is Mobile Market 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 Doing Mobile 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
An app 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 and Minuses
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 Passive Data?
• 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 Answers The 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
31. Where at home?
Kitchen
Living room
Dining room
Bedroom
Bathroom
Somewhere
else at home
Kitchen
Living room
Dining room
Bedroom
Bathroom
Garden / yard
Somewhere
else at home
Men Women