alberto abisso
DESCRIPTION
global internet 2008TRANSCRIPT
Online Market Research: Global Respondent
R. Thornton – A. Abisso Co-Managing DirectorsCiao Surveys
Founded in Munich,
Germany as a “dot com”
media company
Further recruitment
of proprietary
panels worldwide
Acquired by Greenfield
Online (NASDAQ:
SRVY)
Innovating leader in the online data collection industry.
Asian expansion.
Pioneer in online MR in
Europe: open offices
in Paris, London, Madrid
Open offices in
Amsterdam & New York
New operations
centre in Munich
Who We Are…
Acquired by Microsoft
Surveys sold to ZM
Capital(Private
Equity Fund)
Agenda
Online Research is Maturing
NAM is here
Survey respondents around the world are a limited resource and markets are maturing
You are here!
• S-Curve development• Different Maturity-Stage in different Markets• To deliver Quality Data • To be able to engage enough respondents to meet the demand (Survey Research)
To Introduce New Technology and Online Research Methods to start a new S-Curve
Online Research is Maturing
The market research industry moves fast
Consumer panels access a subset of the population and are becoming more difficult to engage.
Germany Benchmark
Russia Poland Czech Republic
Romania
Ukraine Hungary
GDP ($bn) 3.323 1.289 421 175 168
141 138
GDP per capita ($) 40.247 14.662 11.057 17.139 7.805 3.056 13.879 CPI Inflation 1,4% 12,5% 2,0% 2,0% 9,4% 9,9% 5,5%Current Account Balance (% of GPD)
4,4% 5,1% -2,8% -3,8% -9,4% 2,8% -7,1%
Exports ($bn) 1.361 365 137 113 41
47
86
Imports ($bn) 1.121 260 150 109 65
54
86
Economy Comparison (>100 bn$)
• Russia is the biggest Economy in the EEU 1.289 bn$• Russia has the biggest Import-Export 260/365 bn$• Poland has the second larger economy in EEU 421 bn$• Poland has the second larger Import-Export 150/137 bn$
Source: The Economist.com and the CIA World Factbook
Internet Users in Europe
Russia and Poland within the Top 10 Countries
Global Landscape: Conclusion
1. Russia and Poland are the countries with higher potential and are at the begin of the S-Curve
2. Consumer panels access a subset of the population and are becoming more difficult to engage
3. It is a must to introduce new Technology to engage respondent and start a new S-Curve in Mature countries
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The Internet has Change. Yet Online Panels Have Not
Respondentsjoin panel
Profile Data Stored -
Queried For Projects
Sample is selected- respondent emailed
invitation
Respondents complete survey
Run ads to solicit panel respondentsRun ads to solicit
panel respondents
• Is the value proposition of joining a panel for survey research compelling in 2008? 2009?
Respondents Feedback
Q. What, if anything, should be done to increase online survey respondent co-operation and completion rates?
Study Conducted April 2008, Market Research Careers.com
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Building the panellist experience
Respondent primary motivation to join panel is• to speak out and to be heard• to establish an on going relationship• to have a ROI for participation
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Web-based technology generates HTML and graphic communicationsA uniquely branded experience and personalized communicationsCommunity Newsletter to all members
One-to-One personalization with appealing messages
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Visual Concept EvaluatorTM
Media Evaluator
Shelf Test Flash Video
Flash and Programming
With Ciao Survey’s shelf test, respondents can browse a virtual grocery shelf just like an actual one. Based on price, product and packaging including nutrition facts, respondents decide which items to purchase
Engage respondents with the ability to not only view and react to concepts, but to edit them with this new technology
Respondents track their own emotional response to Flash video via an on-screen ranking sliding bar, providing almost frame-by-frame feedback
Flash Video starts playing quickly and provides immersive and interactive experiences
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Flash and Programming
Card Sort
Lens Magnifier
The old sort board meets online card gaming to radically improve concept, text, and graphic ranking
As respondents are presented with a concept on-screen, they can zoom in on a specific area of a package design, product ingredients, or any item they select
Page Turner
Page turner is ideal for ad recall, competitive assessments, or ad creative/placement
Express it! Suite
The Express Poll is an ideal instrument to quickly check people’s opinions and attitudes on any subject. The Express Poll is perfect for ‘hot-topics’ such as current issues, opinions about advertising campaigns, new and existing products. Submit one question with up to 10 answer choices and get the results within 24 hours
Excellent
PRODUCTS
……Everybody has excellent product.
Excellent
DELIVERY SYSTEM
……Everybody has excellent delivery System.
When the product is the same, when the delivery system is the same, what makes
your company stand out?
Excellent
SERVICE
Service is about People.
What do People have that Product and Delivery System don’t have?
BRAIN
Male Type Brain
HEART
This is the Human Side.
Way of Thinking
Way to respond to a Situation
Way to React
We need to invest on People
Best Practice: From Respondent to Client - Conclusion
1. To engage the right respondent at the right time not
using only a traditional online panel
2. To improve the Panelist experience – People make
the difference
3. Use the +
4. To invest on people
Quality Must Be The Driver
Others are following suit…
• There are a number of technologies that work at a panel, panelist, project or PC level to detect duplicate respondents
• The technologies use intelligent systems to identify a single account user with multiple emails or access points to a survey
• If cookies have been deleted we leverage our secondary “digital fingerprinting” technology via Relevant ID
Duplicate Response Detection™ (DRD)
TrueSample™
OptimusID™
Digital Fingerprint
Access Beyond Panels is Necessary
Survey takers - a subset of the general population
Non-Panel and Real-Time SamplingTM
Wirelesssurveys Panels
One Method is Real-Time-SamplingEfficient Sample Sourcing
Quality Sample Management
Optimized DataDelivery
Global Survey network consisting of websites
Traffic is driven to proprietary screener router
Demographic information collected, and respondents are screened for survey eligibility
Randomized respondent survey assignment
Fielded surveys
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Mobile Phone Applications
• Multi-Task Surveys – Give the Respondent a survey to complete while they are doing something else. For example, a respondent could be asked to participate in a survey while they are watching TV or at the grocery store.
• Mobile Diaries – A Respondent can provide information on a daily basis about a specific topic or event. For example, a Respondent who is in the market for a new car could answer daily questions about their purchasing process.
• Multi-Part Surveys – A Respondent can complete a mobile survey in two parts. For example, a respondent can be asked what they are going to do for lunch on a given day, later that day a follow-up survey can be sent to confirm and ask follow-up questions.
OR….
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Future Mobile Capabilities
GPS Enabled Phones – Imagine the ability to send surveys based on the location of the respondent?
This would be ideal for people going out to dinner. Why did you choose to eat what you did? What did you see when you got to your location?
•Mystery shopping•Reality Mining
Thank You!