Market Research 2.0

Rock Research/Hutt Chamber Survey

July 29th, 2010 by Jared Bothwell

Rock Research has teamed up with the Hutt Valley Chamber of Commerce to present the “Rock Research/Hutt Chamber Survey”.

The “Rock Research/Hutt Chamber Survey” is new research initiative developed by Rock Research and the Hutt Chamber of Commerce. The main purpose of the surveys is to gauge the opinions of businesses in the Lower Hutt region on topical issues facing local business.

With over 2000 members the Rock Research/Hutt Chamber Survey will provide great insights into the thoughts and opinions of Lower Hutt based businesses.

The first survey looks at the 90 day probation period for new employees and whether or not Lower Hutt based business support this Government initiative. Results from this survey will be available early next week. Stay tuned!

Posted in Market Research 2.0, Word of Web | Comments Off

Crowdsourcing and Market Research

October 15th, 2009 by Jared Bothwell

The Internet has helped to create a language of its own, a language which is hard to keep up with. The great thing about ‘crowdsourcing’ is that you can kinda figure out what it means just the word its self (unlike names like twitter, google, bing). Obviously it has something to do with sourcing something with crowds. Turns out when I looked a bit closer ‘Crowdsourcing’ isn’t that new and it means a little more than sourcing from crowds.

Seems that ‘Crowdsourcing’ was coined back in June 2006 by Jeff Howe in Wired magazine. Broadly speaking ‘Crowdsourcing’ refers to the outsourcing of work to a large undefined group of people. Typically this occurs in the digital world as opposed to the real world (shame, as I’d love to crowd-source by gardening out).

It strikes me that there are some real similarities between ‘Crowdsourcing’ and Market Research, in fact it seems that there are so many similarities that it is useful to compare the two and find out what the difference between market research and crowd-sourcing actually is.


Crowd-sourcing and Market Research aide Good Product Design. Crowd-sourcing in many examples sees consumers taking the driver seat in regards to product design/survey design. There are examples of consumers being directly involved in the end product i.e. sneaker design. Market research does this to0.

Crowd sourcing involves collaboration between company and consumer.

Seems that market research and crowdsourcing have collaboration in common as well.

Crowdsourcing uses incentives like prizes, sometimes no incentives are used.

After looking at some of the examples of crowd sourcing it seems to me that market research can best considered a type of crowdsourcing. So if you were worried that you’d missed the next best thing your not. Ff you are doing some market research, then you are doing some crowdsourcing. Although one of the underlying platforms that crowdsourcing relies on is web 2.0 (i.e. the two way communication the Internet provides). It would seem then that market research 2.0 would be more closely aligned  to crowdsourcing than market research 1.0. Next crowdsourcing project – my garden.

Posted in Market Research 2.0, Marketing Research, Uncategorized | Comments Off

What makes a great market research conference?

July 28th, 2009 by Jared Bothwell


Ray Poynter is in the process of running a survey to look at What makes a great market research conference?

The interim results can be viewed here.

The Market Research Society of New Zealand is having their conference on the 14th of August in Auckland.  I’ll let you know how it stacks up against Ray’s checklist.

Posted in Market Research 2.0, Marketing Research | Comments Off

Smartphones enable Smartsurveys

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

Incorporating Multi-Media in your Online Survey with Third Party Hosting

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

Market Research 2.0 – Too New, Too Abstract, Too Hard

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.

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Market Researchers – The New Rock Stars of Marketing

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 »

Is BuzzDash cool?

December 19th, 2007 by Jared Bothwell

BuzzDash is a social polling site that can track trends and opinions without masquerading them as being scientific. Anyone can build a poll and post it on their site/blog.

The comments capability is pretty cool and adds the ability for respondents to justify and rationalize their comments. I see BuzzDash as a cheap and effective way to collect feedback from a wide group which is pretty Market Research 2.0! So, is BuzzDash cool?

Posted in Market Research 2.0, Marketing Research | 1 Comment »

Make your online survey dance

November 15th, 2007 by Jared Bothwell

When building online surveys the temptation is just to reproduce the design of a paper survey without taking into consideration the capabilities that an online survey can give you.

One thing you can do easily do to jazz up your online survey is the addition of HTML features like video. Check out the Rock Research dance survey to see how this works.

Posted in Market Research 2.0, Online Market Research Tools, Online Research, Survey Technology | Comments Off

Customer Advisory Panels – A Key Element to High Performance and Sustainable Competitive Advantage

September 1st, 2007 by Jared Bothwell

David Taylor and Roger Brooksbank in their article “Strategic marketing in action: A comparison of higher and lower performing manufacturing firms in the UK” highlight the key elements of high performing manufacturing companies in the UK. What I found most interesting is the role that market research has to play in helping organisations become ‘High Performers’ and that high performers make greater use of marketing information systems.

The key findings were:

  1. High Performers do more and better marketing research;
  2. High Performers carry out a more comprehensive strategic situation analysis;
  3. High performers pursue a strategy based on providing superior value to the customer;
  4. High performers make greater use of marketing information systems.

When high performers talked about their marketing information systems they tended to focus on customer feedback and how this was managed. Mention was made of how customer advisory panels enabled the high performing organisations to capture effectively and efficiently the opinions of their customers.

Customer advisory panels are ideal for any organisation looking to create a sustainable competitive advantage. While achieving a sustainable competitive advantage can be like looking for the holy grail, one of the easiest ways is to understand your customers better, which is exactly what a Customer Advisory Panel can enable an organisation to do.

Posted in Market Research 2.0, Marketing Research, Online Market Research Tools, Online Research, Survey Technology | Comments Off

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