Tag Archives: Mobile surveys

Four Need-to-Knows About the Millennial Mindset from Target

Podcast delves into research
shifts, loyalty, mobile and more at the bullseye brand!

By Marc Dresner, Senior Editor,
IIR

The Millennial consumer has four
core needs/expectations. Fail to meet every one and you risk losing him/her.
That’s according to Michael Abata,
multicultural marketing manager and consumer futurist at Target Corp.

Michael Abata
‘Loyalty
is defined much differently by consumers today.’
‘Loyalty is defined much differently by consumers today,’ Abata told the Research Insighter.
‘They might be loyal to you for a few months,
but then something better might come along that appeals to one of those four core
needs and they could quickly move on,’ he added.
Abata also shared some thoughts, tips and
observations that researchers should consider, notably around mobile…
‘I
often feel like the client isn’t holding research companies accountable to
ensure that whatever we’re putting out is actually mobile-friendly.’
‘I often feel like the client isn’t holding research
companies accountable to ensure that whatever we’re putting out’especially in
quantitative research’is actually mobile-friendly and that it looks good and
works well on a mobile phone,’ he remarked.
In this wide-ranging interview for the
Research Insighter podcast series, Abata takes us inside research at the bullseye
brand, covering:
‘ Four need-to-knows
about the Millennial mindset

‘ Why ‘friendship
groups’ trump focus groups

‘ Target’s shift
from proprietary communities to commercial platforms

‘ New rules for
engaging Millennial respondents in research…and much more!
Listen to the
podcast here!

Download the
transcript here!

Editor’s note: Michael Abata
will be speaking at TMRE 2015′The Market Research Event‘now in its 13th
year as the largest, most comprehensive research conference in the world taking
place November 2-4 in Orlando.
For information or to register, please visit TheMarketResearchEvent.com.

(Ps.
SAVE $100 when you register with code TMRE15BL!)

ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Part 2: The Endless Possibilities of Mobile Market Research

In part 1 of “The Endless Possibilities of Mobile Market Research” we examined how a mobile device is in essence a miniature, mobilized focus group facility with GPS enabled capabilities that offers endless iterations of how mobile research can be conducted. In part 2, we will examine the methodology of an actual Mobile Market Research tracking case study that was recently presented at the 2014 Future of Consumer Intelligence conference (#FOCI14).

The case began with Jim Kohl, Director of Consumer Insights at the Career Education Corportation (CEC), a postsecondary education provider with campus-based and online curricula. Over the past several years Kohl has conducted an internal “Voice of the Customer” research project and found that his students had a great online educational experience, although their online research experience was subpar. Additionally, as CEC moved forward with a tracking study, Kohl was concerned if conducting a sole online/mobile research study would be representative of his student populous. One of Kohl’s main objectives was to insure the insights were indicative of their customer base.

Jim Kohl, Director of Consumer Insights, Career Education Corportation

In an effort to address these issues, Kohl partnered with Added Value, a full service Top 50 Honomichl research company. At FOCI14 both Brian Kushnir, EVP, Managing Director & Wai Leng Loh, VP of Added Value presented 3 key sampling and methodological takeaways from CEC’s current online/mobile tracking study:
First, KNOW THY SAMPLE.
Members of the mobile and online world who were sampled for the tracking study were indicative of students who utilized CEC’s services in terms of demographics and online behavior. Therefore, the online/mobile tracking study was based on a representative sample that did not exclude core customers and any insights derived from the tracking study would provide an accurate reflection of their target audience’s opinions. Interestingly, the in-progress study found the demographics of iPhone users tend to skew slighter higher than Android users (higher income, higher age).

Wai Leng Loh, VP & Brian Kushnir, EVP of Added Value

Second, BE DESIGN AGNOSTIC.

Survey takers should be able to seamlessly participate in surveys, anywhere, anytime, regardless of platform (online, smartphone, tablet, etc.)

Third, LET IT GO.

As researchers, we often like to ask tons and tons of questions, in order to gather as much data as possible, so that our results “stick”. However, new evidence suggests mobile device users are more engaged with their devices and consequently, less willing to spend as much time taking surveys on their devices. As such, we as researchers need to “Let It Go” when we conduct mobile research by: (1) shortening the length of survey questions, (2) limiting buttons and images within the survey, and (3) reducing survey questions to basic common denominator questions within select categories.

In other words, a traditional survey will suffice in the online world. However, with mobile, the same survey should be streamlined and broken down to basic elements in order to enhance completion rates while keeping both the online and mobile portion of the study intact.

Online vs. Mobile Survey Design

Case in point: although CEC’s study is still in the field, the aforementioned mobile research methodology has enhanced the user experience and improved completion rates. It will be interesting to see the final results of the online/mobile tracking study as it moves forward.

Chris Ruby is an award-winning Marketing Research & Consumer Insights Executive with Fortune 500 consulting experience. His niche is the ability to turn complex data into compelling stories that induce a call for action among key decision-makers. His work has been featured by MRA, MRIA, IIR, Norstat Times, Chadwick Martin Bailey & the Optimization Group. Keep up with Chris Ruby by following him on Twitter @ChrisRubyMRX or by reading the Chris Ruby Market Research Blog.

#TMRTE 2012: The Parasite Paradigm

Colony of Digital Organisms
from Michigan State University

Years ago I saw a demonstration by a professor who had developed a digital organism.  I’m not talking about those little robots you carry in your pocket and feed when they whine, but a totally digital life form.  He created a visualization of it for us but the digital life form was embedded in a hard drive so it didn’t really have a visual essence of its own.  To be ‘alive’ it conformed to the rules defining life ‘ it ate, slept, reproduced and ultimately died leaving offspring to carry on.  In fact, as the demonstration was ‘live’ we were able to see population growth in real time.

This came to mind as I watched today’s Mobile Research presentations at The Market Research Technology Event in Las Vegas.   Several presenters highlighted the fragmented nature of the mobile platform, the distracted nature of the mobile survey taker, and the general lack of engagement of people taking a survey while mobile.  I imagine myself trying to answer survey questions while walking in a crowded airport.  There is no way this would go well for me.

One speaker mentioned that a key challenge of mobile research is the number of mobile platforms and the challenge to the developers of survey tools and apps.  And he said we were waiting for it to ‘settle down.’   This was preceded by a presentation on engagement ‘ how consumers are not engaged in survey taking or most of what brands publish in social media.   In fact, it was noted that engagement levels erode over time.  For example, consumers were originally much more engaged in online surveys than they are now.  Attention spans tend to wane as familiarity with an experience wears on.

At this point my own attention span waned and I began to think about films.   It seems that we have a popular group of male actors, Ben Stiller for example, who appear in film after film.  But in each film they have a different girlfriend, a female actor we’ve never seen before.  And we never see her again in any other film.  Why is that?  Well, I’d suggest that the attention span for the female characters is short and as a film going public, we’re on to the next fresh face.

It’s the same with digital devices.  We replace them well before they wear out.  We upgrade for the next performance enhancement, screen size or cool interface.  It’s the next fresh face.  This probably explains the lack of enduring engagement in technology based research tools.  It’s cool and engaging for a while but then our interest wanes and engagement declines.  This pattern is predictable, so waiting for mobile platforms to ‘settle down’ so we can design widgets, programs or apps that will work on a finite set of devices seems unlikely to be effective.   And we must continuously raise the bar on engaging survey content as this is a moving target too.

What if we created research tools that acted more like organisms ‘ more specifically a parasites?  It would detect the type of host (digital device and consumer preferences) and adapt to attach accordingly.  It would read the individual and adapt to be the perfect interface for that person, altering visual dynamics, language, time of day approached, length of the survey, etc.    It could know how many surveys you’ve taken and what type so that it varies your content to engage.   I truly believe that adaptive design is the only way to keep up with unpredictable change.   That’s because things will never settle down, so riding with the waves of change is the only way to go.