September 25th, 2008 by Jared Bothwell
I see that Apple has sent out a survey to conduct a customer satisfaction with its iPhone 3G customers.
While it seems that iPhone customers are the most satisfied what I am interested in is the possibilities that the new wave of smart phones will have on the market research industry and how surveys are deployed.
With more and more people using their mobiles to check their emails the possibilities that your survey will be completed on a phone increases. This can only mean faster response rates and opens up the possibilities for instant feedback.
There are a number of limiting factors though. Data plans in NZ are currently far from generous and while completing a survey does not generally take a lot of data the survey will be completed by the respondent at considerable expense to themselves.
Also, with the Smart phone war developing rapidly a number of browsers are being used across platforms. The survey needs to be able compatible with those platforms. I suspect it is early days with this technology but I believe that market research and online surveys on mobile phones can only increase.
Posted in Market Research 2.0, Marketing Research, Online Market Research Tools | Comments Off
September 24th, 2008 by Jared Bothwell
One of the ways to spruce up your survey and make it more interesting to your respondents is to incorporate multimedia into the survey. Incorporating video clips into your survey is a cinch and something which is quite impractical with more traditional survey methods. i.e. can you imagine the cost of sending out a DVD with every mail survey.
There are a number of options to consider when incorporating video into your survey. One of the easiest and most straightforward ways is to use an external video hosting service like YouTube Another option is to host the video on your own server.
Recently when conducting a survey we had to make a decision on how to incorporate a video into a survey and we decided on Google Video The reason for this was we found that Google Video allowed the most flexibility. We were able to restrict access to the video and it gave a far cleaner user experience.
YouTube failed the test due to the fact that if the user clicked on the video they were then taken through to the YouTube site, hardly ideal halfway through the survey. Also at the end of the YouTube video it gives the viewer options of related videos to watch – also not ideal, we don’t want to distract our respondents while they are taking the survey. Now it may be possible that some of these YouTube functions can be managed (i,e turned off) but I couldn’t figure out how to do it.
So, Google Video in my mind is a pretty safe choice for getting videos into your surveys. I would love to hear of others though.
Posted in Ideas, Market Research 2.0, Online Market Research Tools | Comments Off
September 23rd, 2008 by Jared Bothwell
Came across this article that raises the proposition that the survey taker is king
It makes the point that market researchers are so busy juggling so many priorities is is the poor survey respondent that often gets looked over.
Yet without respondents we have no results so it is critical that we take care of our respondents.
Posted in Ideas | Comments Off
September 19th, 2008 by Jared Bothwell
Saw this cycling survey on Vorb.
It has been put together by a Massey University student to survey cyclists. As a keen Hutt Valley cyclist (and ex Massey student) I am more than happy to promote this survey.
If you are over 16 and live in the Hutt Valley click here to complete the survey. And no Rock Research had nothing to do with it.
Posted in Online Research | Comments Off
September 18th, 2008 by Jared Bothwell
Emiel van Wegen makes the point in Market Research 2.0 — the companies who do, and who don’t… that none of the big global research agencies seem to be involved in Market Research 2.0 while small niche players and large corporates like BBC, easyJet, Unilever and Coca-Cola are actively involved.
It is a worthwhile question, I can only surmise that the large players prefer to stick to their tested methodologys and off the shelves solutions and do not have the dynamism or ability to innovate into these areas. Also, many of the concepts behind Market Research 2.0 are still evolving and are pretty abstract. Not an easy thing to roll out through a global multi-national.
Posted in Market Research 2.0 | Comments Off
September 17th, 2008 by Jared Bothwell
There is an interesting debate happening over at the Nigel Hollis blog in his article ‘Why Listening is not enough’
Nigel makes the point that researchers need to focus on looking for the unexpected and too much emphasis on the future of market research has been placed on passive listening. At the nub of this seems to be what is called by many Market Research 2.0 While it is difficult to pin down a lot of the focus on Market Research 2.0 has been on blogs, social websites, review shopping with market researchers tapping into these networks in order to gain customer insight.
It seems to be (in the New Zealand context anyway) that the 2.0 approach is still in its infancy with few examples of organisations making it work well. Most researchers/clients stick with the tried and tested for one main reason – they are tried and tested!
Posted in Market Research 2.0 | 2 Comments »
September 16th, 2008 by Jared Bothwell
Asking someones age is generally through of the height of rudeness, yet in surveys the age of your respondents is critical demographic data. Data accuracy around this question is pretty important and recent research shows that the way you ask this question has a strong influence on how it will be answered.
Philip Gendall and Benjamin Healey (my old market research lecturer and backwards market research guru) have done a bit of digging round to see who researchers can best pose this question to respondents without having 80% of your respondents saying they have just turned 21. Read the rest of this entry »
Posted in Ideas, Online Market Research Tools, Online Research | Comments Off
September 16th, 2008 by Jared Bothwell
In a slightly confusing transaction software giant Microsoft has purchased survey and shopping company Greenfield Online. As part of the deal Microsoft will sell of the survey arm of Greenfield Online and retain the European shopping comparison component.
Greenfield’s Internet survey solutions (ISS) business collects, organizes, and sells consumer and business survey data to market research firms as well as offers real-time survey sampling. But the service does not fit in Microsoft’s game plan for its Live Search.
“It was very important to Microsoft to find the right partner to champion the continued growth of the Greenfield Online ISS business, which is not a fit within Microsoft’s strategy for our Live Search platform,” Tami Reller, chief financial officer of Windows and Online Services at Microsoft, said in a statement.
Posted in Online Market Research Tools, Online Research | Comments Off
September 15th, 2008 by Jared Bothwell
I came across an interesting paper that reports the possibility that online questionnaires might, all things being equal, produce slightly longer responses to open-ended questions than their paper-based counterparts.
Martyn Denscombe in his paper ‘The Length of Responses to Open-Ended Question – A Comparison of Online and Paper Questionnaires in Terms of a Mode Effect‘ (2007) investigates whether or not there is any difference between the responses of open ended questions to paper based surveys compared to online surveys.
Denscombe undertook an experiment survey was conducted that involved the random allocation of respondents into two groups who then completed a questionnaire either as a web-based online version or in an 2 Social Science Computer Review “optical mark recognition” (OMR) paper format. The research was designed to enable near identical groups to respond to near-identical questionnaires delivered in different modes.
Read the rest of this entry »
Posted in Online Market Research Tools, Online Research, Survey Technology | Comments Off
September 12th, 2008 by Jared Bothwell
David Kennedy in his article Greening Market Research highlights a recent article published in Quirk’s Marketing Research Review on “How to green your research”
Recently I have just dug up my lawn and turned it into an organic garden so was quite keen to see what more we could to do to green Rock Research. It turns out that we are doing pretty good already.
Turns out the article is pretty generic really with the main thrust of the article being how you can reduce carbon emissions associated with travel and using less energy when you stay at Hotels (i.e. stay at a Hotel with an LCD panel instead of a plasma).
The one suggestion that did stand out is Increase your use of digital tools. Well it is talking to the converted, here at Rock we love online surveys and it is great to know that we are helping the planet with our efforts.
It stands to reason that when considering a research methodology thought should be given to the impact the methodology has on the planet. When practical consideration should be given to reducing paper intensive surveys like mail surveys and face-to-face surveys which generally require significant travel.
To conclude there a lot of things that businesses can do to reduce their impact on the planet. Where Market Research companies can start to make smart decisions is when recommending and selecting research methodologies. Here at Rock Research our focus is on methodologies that utilise digital technology. Not only will these save you money, they are solution which has less impact on the planet.
Posted in Marketing Research, Online Research | Comments Off