mr course module 04
DESCRIPTION
TRANSCRIPT
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 [email protected]
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
MAJOR APPLICATIONS OF RESEARCH
Part A
A review of what makes these topics different from the norm
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
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)
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%
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
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
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
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
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
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)
Part B
Any questions before we move on?
MOBILE MARKET RESEARCH Part B
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
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
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
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
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)
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
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
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
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
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
Questions
And The Quiz
Feedback for the next lessons?
• If you have feedback now, GREAT!
• Or,
– Email it to [email protected]
A day in the life
1578 beverages
400 consumers
1 day
Mobile Diary
Diary framework
BEVERAGES
Who?
What?
Why?
When?
Where?
What else?
Mobile interface
What and when?
0%
20%
40%
Before7am
7am-9am 9am-11am 11am-1pm 1pm-3pm 3pm-5pm 5pm-7pm 7pm-9pm After 9pm
Coffee
Tea
Fruit Juice
Fizzy drink
Energy Drink
Water
Alcoholic drink
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