Tag Archives: market researcher

3 Ways Market Researchers Approach Mobile

By: Roddy Knowles, Director, Product & Research Methodology, Research Now 


 This post was
originally published on Research
Now’s Blog
.

I’ve been saying (sometimes complaining or screaming) for
years that as an industry we need to wake up and approach research with mobile
in mind. I haven’t been alone here.
Several of my colleagues ‘ here at Research Now and
elsewhere ‘ have pushed hard for change. Reminders for why we need to change
are everywhere, whether that be in the statistic du jour about mobile usage, a
dataset with more mobile participants than expected, or just sitting on a park
bench watching throngs of people of all ages hunt for Pok??mon.
In spite of constant everyday reminders and the call from
many in the market research field, true change has been slow coming. So, how
have market researchers kept pace with broader mobile trends and embraced a
mobile-first philosophy?
I’ve conducted an incredibly unscientific segmentation of
researchers ‘ cute segment names and all ‘ that attempts to capture what we’re
all seeing if we look around at our colleagues.

Response 1 ‘ Meet
Bill
Response 2 ‘ Meet
Evan Tually
Response 3 ‘ Meet
Reese Istant
There is a bit of humor, a bit of shame, and a bit of truth
in these characterizations. If you are in this industry I know you know people
who look a bit like all 3 of these hypothetical folks. And I know you can call
out your friends and colleagues for being a Reese Istant, or just ask them to
be a bit more like Bill.
The simple truth in this silliness is that we know that
embracing a mobile-first mindset is the best course forward, even if we do a
good job suppressing this truth. I know that change is hard. We all know that
change is hard. But the sooner we get there, the less painful it will be. And
the good news is, we are not too late. Someday, we will have a room full of
Bills and I’ll stop my poor attempts at market research humor.

Speaker Spotlight: Christopher Gutierrez

We were lucky enough to catch up with Future of Consumer Intelligence 2014 speaker
Christopher Gutierrez of AIRBNB before the event in a few weeks. Gutierrez shared
with us his thoughts on the humanization of data, and how technology has
changed the way we do things and the way we understand people. 
We are fortunate to have him share this critical insight
with our FOCI community. This year, FOCI
explores the emerging role of decision science and the convergence of knowledge
points – insights, foresights, social science, marketing science and
intelligence with technology as a central driving force and profound connector.
We are barraged by information – and within this sea of data
we must remember to think of the problem we are trying to solve and how we can
we use this convergence of information to better understand people.
 Translating the new “understanding” into future opportunities
means that the role of a researcher is changing. FOCI accelerates disruptive
innovators in the research space and pushes people to take risks, to think
outside of traditional research methods and insights gathering and explore new
and alternative tools and technologies. FOCI will bridge the gap between what
people say they are going to do and what they actually do.
Here is what Gutierrez had to say:
IIR: A big theme
of this year’s conference is ‘humanization of data.’ Why do you think understanding
PEOPLE (not consumers) presents an opportunity for strategic action?
Gutierrez: Data
*is* the user experience. Customer tickets are the direct voice of a person.
Data logged from people’s actual site sessions highlights problems and the
magnitude of problems.  With A/B testing, logged data can lead products to
potential solutions. Data is the distillation of the human experience.
IIR: How is
technology not only changing how we do things, but also how we understand the
world, business, and people?
Gutierrez: Technology
increases the impact an individual can make. Prior to the advent of recent
technologies, a company needed to be large before it could impact a significant
number of people. As technology advances, it reduces the necessary size of a company
before the company is impactful. Airbnb itself was impactful at 100 employees.
More importantly, Airbnb hosts are impactful at an individual basis. Uber,
Lyft, and others are making it possible to have many successful ‘companies of
one’.
IIR: How has
consumer intelligence strategy and action planning helped drive your business?
Gutierrez: People
are communicating with us simply by using our site. How they traverse the site
tells us what is frustrating or confusing to them. Data gives our users a voice.
The data science team translates their experiences to the rest of the company.
IIR: How has the
role of ‘the researcher’ changed?
Gutierrez: A
researcher has always developed a hypothesis. A modern researcher spends less
time writing proposals, and more time testing hypotheses.
IIR: Describe a
situation where you’ve taken a risk or thought outside the box of tradition
market research methods. How did that benefit your business?
Gutierrez: I
replaced a complex model, with a carefully constructed GROUP BY query. It
allowed the system to run in line with daily updates and more features and
records. Often, something simple and with better data, can beat a sophisticated
model. Maintenance was easier, and profit was higher.
Want to hear more
from Christoper in person? Join him at 
Future of Consumer Intelligence 2014 in Los Angeles, CA in May. To learn
more about the event and register, click here: 
http://bit.ly/1hchuzK
** As a reader of our blog, you get an exclusive 15%
discount on your FOCI 2014 pass. Use code FOCI14BLOG when you
register **

About the Author:
Amanda Ciccatelli, Social Media Strategist of the 
Marketing Division at IIR USA, has a background in digital and print
journalism, covering a variety of topics in business strategy, marketing, and technology.
Amanda is the Editor at Large for several of IIR’s blogs including 
Next
Big Design
Customers
1st
, and ProjectWorld
and World Congress for Business Analysts
, and a regular contributor to Front End of Innovation and The Market Research Event,.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She
can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

The ‘Insight’ Scoop into the Job of a Market Researcher

A market researcher’s job is crucial to the success of
marketing. Market research can identify market trends, demographics, economic
shifts, customer’s buying habits, and important information about competition. Knowing
this information is essential to the success of your business as it will guide
you in making strategic business decisions, uncovering unmet customer needs,
and in many cases, help you discover new ideas.
At TMRE 2012 last year, IIR’s Marc Dresner sat down with Frederic
John, Senior Business Leader, Global Intelligence Team, MasterCard, Principal
at C Frederic John & Associates, Vice President, Esomar, in an exclusive interview
to discuss the changing role of the market researcher and the increasing need
to the specific market research candidates.
According to John, the industry can no longer rely on people
stumbling into the profession as it has done historically. Market research has
been lucky historically that it has attracted people out of three groups
including, people with quantitative statistical skills; people with psychology
or sociology backgrounds; and a people including who simply fell into the
field, realized they loved it and never left.
‘The reality is we have benefited from these generalists who
didn’t go in with a math or psych background, but were able to learn the basics
and then apply a lot of other characteristics and skills to their projects. So,
it is very important for us to make an active effort to get these people to
consider us,’ he explained.’
So, what makes a great market researcher?
‘I think disposition is more important than discipline,’ said
John. He believes that what truly makes a successful market researcher is someone
with curiosity, who likes to solve puzzles, and who is interested in understanding
how things work. This requires people who really are trying to get at the nuts
and bolts of what’s driving human behavior.
‘Our greatest contribution to business is essentially understanding
consumer motivation – getting at what people do, why people do things, and
ultimately why they change or what may get them to change behavior,’ commented
John.
John shared some advice to fellow market researchers: ‘You’ve
got to have fun on the job!’ he said. ‘We’ve all been on projects that send us
home depressed. But, most of the time, you’ve got to enjoy what you are doing.’
To watch the full interview, click here: http://bit.ly/12v2p54
Stay tuned for more on this topic at the upcoming TMRE 2013 in Nashville!