Tag Archives: Online research

Do-It-Yourself Research is on the Rise

Roe vs. Wade, Gun
Control, Immigration & Capital Punishment. 
It wasn’t that long ago where a simple conversation about
Do-It-Yourself Online Research (DIYOR) among the Market Research community felt
like a heated debate with the same intensity of the aforementioned topics.
For all intents and purposes, let’s not debate the pro/cons and
the validity/invalidity of DIYOR within this space. These topics and arguments
are already well documented and discussed. Instead, let’s take a look at the industry’s past,
present and future.
DIYOR began in the late 1990′s and moved past the introduction stage of the product life cycle in the late 2000′s. Its current fragmentation
of companies resembles the fragmented Market Research Industry where a handful
of major players are accompanied by a majority of smaller companies.

DIY Research is in the growth stage of the product life cycle

The DIYOR Industry, as well as the NewMR Industry in which it
is a subset, is presently within the growth stage of the product life cycle as
revenues are increasing year over year.  Some
suggest the industry is cannibalizing Traditional Research. However, relatively
recent worldwide sales figures suggest that NewMR is supplementing Traditional Research, not cannibalizing it.

Some of the major players in the DIYOR market are beginning to behave as if operating within the maturity stage of the product life cycle and are buying competitors, forming
partnerships and extending product lines. This behavior seems relatively quick as only a few years have
passed since the industry outgrew the introduction stage.  Though, perhaps the move to maturity for some isn’t so
quick after all since first and foremost DIYOR companies are technology
companies
that exist in an ever-changing market.
In terms of present offerings, two key factors have yet to
normalize in the DIYOR market: Service & Price.
Service and Research Design in the market range from truly unaided
services to aided / self-guided services. DIYOR vendors in the unaided market provide
the technology for customers to field quantitative and qualitative studies, but
do not assist the questionnaire design process and provide the results of the
survey as raw data without data analysis services.  Whereas aided / self-guided companies provide
a full suite of self-guided questionnaire design templates as well as data
analysis applications. For an extra fee, some aided / self-guided companies can
provide an experienced researcher to help design customers’ quantitative and qualitative
projects. And of course, there are DIYOR companies that exist somewhere
between both ends of the spectrum.

Both services and prices widely vary in the DIY Research market

The relative price of service in the DIYOR market increases or decreases relative to the amount of service provided and overall price points display a fairly wide
variance in the DIYOR market.  Charges range from free, to charging per respondent,
to charging per month, to charging per year, to charging with sliding-scale credits, to charging for a basic user profile, to charging for an intermediate
user profile, to charging for an advanced user profile, to charging for enterprise services, etc.,
etc. Get the picture?

It’s going to be a challenge for consumers to truly evaluate all the different price points, at all the different
offerings, for all the different users, at all the different levels of service.  Without a doubt, the rising DIYOR industry is in need of a solid pricing study that will ultimately optimize and ease consumers’ purchasing decisions.
So what lies in store for the DIYOR industry? My humble prediction
is within the next 5 years, larger full-suite, self-guided DIYOR companies will
continue to purchase smaller DIYOR companies that display attractive technology and operate within a niche of the market, in order to add to their portfolios of
services. Customers by this time will have determined for themselves which product
offering at particular price points makes the most sense.  This combination of vendor consolidation
and educated pricing from a consumers point of view will ultimately streamline the DIYOR industry as a whole and normalize its product offerings and
prices. 
In your opinion, where is the DIYOR industry heading in the next 5
years? Please comment below.
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.

The Best Time To Post On Social Media is…?

We’ve all been there before. We are about to post across Social Media (SM) and that foreboding question finally hits us. ‘When is the best time and day to post on SM’? I mean, we want as many relevant (maybe even irrelevant) people to see our postings and content, right?

This ever evolving digital social process is called ‘The Science of Timing’ (SOT).  If we get it right, everyone lives happily ever after.  If we get it wrong, no one gives us a second thought.

The “Science of Timing” predicts the optimal time to post on Social Media

SOT (a.k.a. the optimal time to post) revolves around 5 different paradigms and approaches otherwise known as: The Common Sense Approach, The Segmentation Approach, The Best Practices Approach, The Auto Scheduling Approach, and the Contracompetitive Timing Approach.

Huh?  Keep reading.

The Common Sense Approach is based on an intuitive sense of when people would or would not be on SM. For example, when people are asleep, at work, or at school, they are probably less likely to interact with SM. Whereas, if people are awake and the timing is before, after, or outside of work or school, their likelihood to use SM increases on average.

The Segmentation Approach involves timing based on the SM habits of your targeted audience, which coincidentally, you’ve collected over time. For example, if you and your organization are targeting teenage gamers during the upcoming summer, you’ve likely monitored their SM patterns over time, and will run a campaign based on the SM idiosyncrasies they’ve displayed. In all likelihood, their SM behavior will be different when compared to the entire online population as a whole.  Hence, the Segmentation Approach.

In contrast, The Best Practices Approach is based on how the entire SM audience acts as a whole and provides optimal timings based on aggregate online behavior.  You can think of it in terms of talking at a cocktail party, where there is a lot of chatter at its peak attendance point.

The optimal time to post on Twitter is late in the weekday, between 2pm ‘ 5pm EST

Dan Zarella, SM Scientist for Hubspot, recently addressed the SOT Best Practices Approach for both Twitter and Facebook.  ‘The optimal time to post on Twitter is late in the weekday, between 2pm ‘ 5pm EST, as this maximizes ReTweets. Coincidentally, we’ve found there is no significant difference in clickthrough rates according to the time of day or the day of the week, so it’s okay to experiment with your Tweets on the weekends and during late hours.’

Zarella further explains, ‘We’ve discovered clickthrough rates dramatically reduce, the more you post within an hour.  The clickthrough rate for a second post drops to 50%. The clickthrough rate for a 3rd post within an hour is almost nil.’  Zarella is not suggesting to Tweet less as he points to a strong relationship between the number of tweets per day and total followers.  Instead, he suggests not to ‘crowd out’ your tweets per hour.

Zarella also suggests three key timing points for Facebook: (1) post every other day as  mainstream pages that did this displayed the most likes, (2) post content on the weekends since it elicits the most amount of shares and (3) post content in the morning as shares tend to do marginally better than those published at other times.

Don’t “crowd out” your Tweets per hour

But if everyone uses The Best Practices Approach, wouldn’t the SM landscape become overcrowded during those specific times and diminish the likelihood of anyone hearing your message?

Great question.  Keep reading.

The three previous methods require someone from within to personally determine optimal timing.  Whereas with The Autoscheduling Approach, 3rd parties determine optimal posting times.  But what are these 3rd parties’ optimization practices you say?  And how do they measure up to yours?

After investigating Autoscheduling practices, two unique terms surfaced: static vs. dynamic. A static Autoscheduling system optimizes timing based on The Best Practices Approach, not on individual behavior. While a dynamic system optimizes timing through individual / follower behavior, and gets better over time. So which method would you prefer? Find out which method your provider utilizes.

Last but not least, there is The Contracompetitive Timing Approach. This approach is actually the opposite of The Best Practices Approach and circumvents its downside.  This territory lies at the beginning and tail-end of the cocktail party, where crowds are smaller in number, thereby improving the odds of individual engagement.  By utilizing Contracompetitive Timing, smaller crowds are more likely to hear your voice that would otherwise be lost in the chatter of a full-swing cocktail party.

So which SOT approach is the best? The Common Sense Approach of when people are online? The Segmentation Approach that profiles your specific target audience?  The mega-blast to a crowded room, Best Practice Approach?  Perhaps the best is The Autoscheduling Approach which leaves it in the hands of the experts? Or maybe the Contracompetitive Timing Approach seems like a valid alternative, so your messages aren’t lost in the masses? Perchance it is a combination of all the above? 

In your personal experience, the best SOT approach is _________. (Please comment below)

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.


Passport Please! Best Practices in Executing Online Research in Emerging Markets – Complimentary Webinar

In association with EMI, The Institute for International Research invites you to join us for a one hour complimentary Web Seminar.

Passport Please! Best Practices in Executing Online Research in Emerging Markets
Wednesday, March 7, 2012
1:00PM – 2:00PM Eastern Time

Presenters:
‘ Jason Scott, Senior Vice President, EMI Online Research Solutions

‘ Aaron Walton, Vice President, Client Services, EMI Online Research


Reserve your Webinar seat now at:
https://cc.readytalk.com/r/wnn77e60kmf4
Please mention priority code: MWJ0017-BLOG

With the US economy continuing to lag, many companies are banking on growth to come from emerging markets and other global hotspots and are relying on consumer insights teams to help spearhead the charge. Many of these global initiatives are being managed from US teams with little knowledge themselves of how to apply research best practices within markets very different from our own.

This webinar reveals specific centers of new online research growth including APAC, Latin America, Russia, Turkey, and the Middle East. While most online research is doable, not all is done well. We take a market by market look at works well and not so well when attempting to execute online research in these ever more popular geographies.

You will walk away from this webinar with the following key learnings:
‘ Targeting Available
‘ Panelist Counts
‘ Cost Expectations
‘ Cultural Implications
‘ Best Practices

After registering you will receive a confirmation email containing information about joining the Webinar.

Sponsored by:
EMI

EMI is a solutions expert for online market research. In the world of online sample, we work without the bias of having our own panel, and rather aggregate a network of panels with our clients in mind. This bias and advocacy to our client’s needs rather than our own panel, ensure that clients get the best and correct sample for any particular study or target without competing interest.

Our clients mix from Top 50 market research firms, advertising groups, polling companies, and research branches of end clients. EMI delivers on commitments to its clients with an access and breadth of targeting that is unparallel in the industry.

Lead Up To The IIR TDMR: Interview With John Williamson of Qualvu

This blog is co-posted with The Green Book.

I have not had the pleasure of meeting John, but I’ve been following Qualvu since their launch and have always kept their platform as one of the weapons in my arsenal when working with clients. Qualvu is a company that has persevered, refined their model and technology continuously, and has now emerged as a leader in redefining how we think about qualitative research. As more researchers have embraced online and mobile methods, Qualvu has not rested on their laurels but instead has co0ntinued to pioneer new ways to change the game for all stakeholders in the research value chain. I am impressed with John, the company he has built, and the vision he has of the future: I think you will be too.

John Williamson

In a little over 2 weeks the Technology Driven Market Research Event will kick off in Chicago, and I am getting more and more excited. Over the last few months we’ve been presenting interviews with speakers at the the event, and I think you’ll agree that we have a stellar line-up of thought leaders, innovators, and visionaries within the market research industry participating. I am humbled beyond measure to be a part of this great group and I can’t wait to sit down and talk shop with everyone in Chicago!

Today’s interview is the last one I have completed. I am working on trying to get a few more wrapped up but in case that doesn’t happen we’ll end the series on a high note with a great conversation with John Williamson, CEO of Qualvu.

I have not had the pleasure of meeting John, but I’ve been following Qualvu since their launch and have always kept their platform as one of the weapons in my arsenal when working with clients. Qualvu is a company that has persevered, refined their model and technology continuously, and has now emerged as a leader in redefining how we think about qualitative research. As more researchers have embraced online and mobile methods, Qualvu has not rested on their laurels but instead has co0ntinued to pioneer new ways to change the game for all stakeholders in the research value chain. Oh, and they are also a ‘DIY’ solution, so the company is another example of how that model can be successfully applied within the market research industry.

I am impressed with John, the company he has built, and the vision he has of the future: I think you will be too.

Like the others, this interview was conducted via email over the course of a few weeks. Enjoy!

LM: Qualvu has been around for a while, but you finally seem to be making a big splash and generating a lot of interest within the market research space. Why do you think that is?

JW: I believe any disruptive and meaningful innovation takes some time to marinate in the marketplace before a critical mass of adoption. Qualvu is just hitting that tipping point and it’s exciting to see the buzz. It doesn’t hurt that we’ve quietly gained a lot of big and influential brands clients, which validates our promise to deliver qualitative research that is faster, cheaper, and simply more truthful than traditional methods. After hitting 700 projects and 100,000 video responses in 2010, people are starting to notice!

It’s fascinating to me that a very big industry ‘ qualitative research which is a $6 billion space ‘ went virtually unchanged for over 50 years. Focus groups were so entrenched that most brands didn’t realize there was a better way of doing things. We knew that to make those brands believers and get them to switch from focus groups, we had to deliver insights that were not just as good as the status quo ‘ they had to be better. We proved we could do that, but it still required that we relentlessly took our message to the industry ‘ and proved it time after time ‘ to generate the momentum we now have. We recently announced our DIY platform for clients to do their own research using Qualvu’s platform, as well as a Smartphone app for video data collection, and they’ve generated additional buzz.

LM: What do you think are the major drivers of change in the market research space right now and how is Qualvu planning to take advantage of those trends?

JW: There are several drivers right now. Certainly the economic conditions are prompting companies to seek innovations that deliver cost-efficiency, and that’s helped Qualvu. I don’t think it’s an accident that tough economies see a resurgence of breakthrough innovations ‘ it’s typically when more mature firms are re-trenching, and there are opportunities for scrappy start-ups to outflank old ways with innovations.

Also consumers have changed. Social media ‘ Facebook and Twitter being the largest ones of course ‘ allow people to share their thoughts, experiences, and even beliefs online. As a result all of us have entered a new age of web-based transparency, with virtual podiums for our unique voices. Qualvu taps this naturally. Plus we connect our clients with consumers through online video and smartphones ‘ which proves to be the most candid and truthful form of feedback because it is on their time, in their settings, and exactly during the consumer/brand interactions.

LM: That ‘sticktoitness’ is inspiring! I agree that we’re in a new era of innovation driven transformation for the market research industry, and a lot of the exciting new technologies seem to be centered around a DIY approach vs. the more traditional service provider model. What do you think is driving that shift and what impact do you see that having on the broader industry over the course of the next 3-5 years?

JW: That’s an interesting question. Online platforms naturally empower the buyer. Think about buying music ‘ intuitive interfaces that vertically integrate the music business means you no longer need to drive to Tower Records to buy the latest Justin Bieber album (sorry, I have an 11-year old daughter at home). Instead you log in to iTunes from your PC, tablet, or Smartphone, play a sample or two, and buy the tracks you want. That’s extremely empowering ‘ with lots of benefits for you by lowering cost and complexity, and giving you exactly what you want, when you want it.

Researchers and companies are no different ‘ they win in DIY environments that strip out cost and complexity, and deliver exactly what they are looking for. I believe that if we deliver an interface that is delightful to use and allows you to customize any consumer feedback project to your needs at lower cost ‘ I believe we can spark the same level of disruption in qualitative research that iTunes did in the music business. What this means is that the industry changes in fundamental ways ‘ it gets bigger and healthier. Because brand researchers are empowered, and because it’s more cost effective without compromising any quality, they can do more. Plus the cost benefits naturally invite companies that do little or no qualitative research to the experience. Online video insights are extremely important to decision making ‘ and now they are cheaper, faster and better than traditional methods. It’s what researchers want, and now they get them when and where they want them.

LM: Are there plans to integrate QualVu into MROCs or even broader based social networks like Facebook to provide a true social experience for participants? Also, will you be using the mobile app to build your own sample population?

JW: We are indeed exploring interesting ways to integrate our collection capability in a variety of environments, and already Qualvu utilizes Facebook to attract consumers who want to share their insights to shape the brands they care about most. The mobile app expands our reach significantly ‘ it instantly enables millions of consumer for video-based qualitative feedback using the Qualvu platform. We are adding sample every day at increasing speed as a result, and allowing our clients to access these smartphone-powered consumers via our self-serve and custom services.

We recently conducted a webinar about the implications of the smartphone and tablet becoming the central gateway for communication, sharing, and information. Qualvu’s vision is been that visual, candid feedback will be centralized within this medium over time as well. We’re laser focused on video, and turning that video into meaningful intelligence ‘ and intent on leading the way for an evolution from focus groups to web-based interaction. Certainly the mobile app factors strongly in that.

LM: I could not agree with you more regarding mobile devices quickly becoming the primary channel for all electronic interactions, and utilizing the evolving capabilities of these devices present some very interesting opportunities for insight professionals. If you are already integrating social elements into your video-based qualitative offering, any plans to add in more functionality such as bar code scanning, finger tracking, LBS functions, or even more quant-based components?

JW: You could get me talking for hours about our mobile strategies! The smartphone is front and center in our mid and long-term strategies for gathering ever more valuable consumer insights. The mobile phone is the central device of the future for how people access information, communicate both verbally and visually, conduct commerce, and share their thoughts. We have some remarkable advances in store ‘ from bar code scanning, geo-location, instant screening and more. One of our promises to our clients is that we realize the ante is better intelligence than any other method, period. From there we are developing increasingly more advanced capabilities to push the boundaries of what’s possible in brand-to-consumer interactions for qualitative insights.


LM: I’ve noticed a real change within the Qualitative supplier community recently around embracing new technologies and techniques; it seems that these more nimble firms, focused more on producing strategic insights vs. specific methodology-based products, are driving innovation in some very interesting ways. Have you noticed the same trend within the qualitative space? Also, given your focus on engaging with enterprise-level clients, have you gotten much traction from the supplier community?

JW: When Qualvu launched in late 2008, we faced quite a bit of skepticism from traditional qualitative suppliers ‘ that a web-based approach could deliver the depth of focus groups. We know now in most cases, it’s significantly richer, more candid and truthful because of how we leverage video. However that early skepticism forced us to take the message directly to enterprise, and it arrived at a crucial time when the economy was forcing them to look for innovative and cost-effective tools ‘ essentially to do more with less. Plus they saw their consumer bases changing before their eyes. Facebook, Twitter, Skype, and other influences were changing how people were communicating, and sharing their thoughts about brands.

So the Qualvu value proposition sparked a powder keg of interest at the end user or buyer, and it had a remarkable positive impact on the vendors. Qualvu gained quick credibility, and once vendor-side researchers realized we had easy DIY tools that allowed them to conduct online video research and apply their unique expert analysis, it was a great fit. It’s allowed us to continue to take our message to every sector ‘ all businesses big and small, ad agencies, healthcare, education, and research vendors. In fact we are developing a webinar series starting in May specifically targeted to research vendors, to train them how to use Qualvu to innovate and grow their businesses. We have lots of vendor success stories to share.


LM: Can you give me some examples of how your clients are using the Qualvu platform? What’s been the most interesting project that you have seen?

JW: There are a lot of really interesting ones ‘ I think that once our clients realize there are virtually no limits to where they can go to learn from their consumers, it really drives home how inefficient focus group settings can be. So we get them right into the lives of real people, right during those ‘moments of truth.’ We have one large CPG client who tests new razor concepts among male and female consumers, who literally shave every morning on camera, right from their bathroom, while they talk about the shaving experience and reaction to the new prototypes. We’ve done lots of projects where moms talk about making dinner, or trying new paper towels, right in their kitchens during the bustle of family dinner. We have consumers showing us their clogged drains the moment they occur ‘ and show us in great detail what works and what doesn’t. We see students talking about search engines and social networking from their dorm rooms at college; the list just goes on and on.

The most interesting? Has to be a project recently we did for a retail client where consumers took us on shopping trips with cameras that were built into ballpoint pens! You wouldn’t believe the footage, and the client was just blown away at what they learned. You just can’t do that with traditional methods. Wrap all those in a price point that is a lot less and a lot faster than traditional methods, and we believe Qualvu will change the game in this industry.

LM: I think a lot of folks are still leery of online qual period, let alone video-based mobile qual. Here is your chance to convert them John: can you sum up the value proposition for your approach vs. other methods for our audience?

JW: I’d love to Leonard.

Properly deployed, Qualvu will deliver more truthful data than any other qualitative method. The platform gets researchers directly into the candid lives of consumers in new ways that only video-based mobile qual can deliver, and the Qualvu solution is faster, easier to deploy, and a lot less expensive than traditional methods. It’s not about just data however ‘ it’s about better, more engaged decision making. Give us a shot and we’ll prove it to you.


LM: Last question! It seems that a lot of innovation in this space is coming out of the Denver area; there is you, iModerate, GutCheck, Egg Strategy, etc.. Is it something about the mountain air that has unleashed all of this innovation? Why is Denver emerging as a kind of ‘new qual’ equivalent to Silicon Valley?

JW: That is a great question! The fact is, Colorado is a spectacular place and it’s attracting world-class people looking for a place to pursue both professional and personal passions. We’ve been able to get some of the most talented and innovative people ‘ from Seattle, Dallas, New York, and lots of other places ‘ to move to the Denver area in a heartbeat to join the Qualvu story. So I’m not surprised the start-ups to watch are incubating right here in Colorado. I’m betting Qualvu won’t be a local secret for long!
About the Author Leonard Murphy:

Lenny is a seasoned and respected industry leader with an entrepreneurial drive. He has been called a visionary and is renowned as an innovator. He has successfully established several companies in the MR space including Rockhopper Research, a leading full service global research firm and MDM Associates, a MR consulting firm, before founding his current companies: BrandScan 360 and his consulting practice LMC group (www.asklmcg.com).

Mr. Murphy is a key consultant and adviser to numerous market research agencies, and works across the industry to drive the development of innovative research practices by developing strategic alliances with multiple ‘best in class’ providers.

Lenny serves on the Board of The Market Research Global Alliance, the premier social network for the global MR profession. He is the Founder and Executive Director of the Research Industry Trends Monitoring Group & Publisher of the GreenBook Research Industry Trends Study, the oldest study in the industry devoted to tracking changing trends in MR. He is on the Advisory Boards of the Festival of NewMR and The Merlien Institute. He is also the Chairman of the IIR Technology Driven Market Research conference.

Rounding out his busy professional life, he is the Editor in Chief of the GreenBook Blog.

Lenny can be reached at lmurphy@brandscan360.com.

The Speakers of TMRE 2009: Stuart Bedford, Sherwin-Williams

In the weeks leading up to The Market Research Event 2009, we’re going to be hearing from the speakers of The Market Research Event. This week we have Stuart F. Bedford, Director of New Business Development/Research, Sherwin-Williams, who will be presenting “Overcoming the Challenges of Packing Innovation in Traditional Industries,” in the PROOF: What’s New & Next In Packaging Research Track on Monday, October 19, 2009. To learn more about The Market Research Event, download the brochure here!

1. Tell us about a project you are working on or recently completed that you are proud of?
Stuart: I recently completed the development of “Refresh”, a product line launched under the Dutch Boy brand that is a premium interior paint that “absorbs odors”. There is no other product in the market that has this attribute. Initial placement exceeded expectations in sales. We received the 2009 Sherwin-Williams corporate marketing award for innovation for this product line.

2. Think ahead 5 years, what major changes for MR/Consumer Insights do you see?
Stuart: Validation of consumers who participate in “on-line” research. This has been an area of concern for companies who execute research on the inter-net. Validation for product purchase claims could include purchase records such as a store receipt record for product quantity and price paid. Validations of this type are currently at a price that is unrealistic for a high level of completed
surveys.

3. What inspired you to get in the field? What keeps you motivated?
Stuart: Inspiration and motivation is the continuing discovery process and finding “nuggets” that provide the basis for new strategies that stimulate successful market innovation.

Sponsor Spotlight: Burke

Today, we’ll continue looking at the companies who are participating in The Market Research Event. Today, we’re featuring Burke Inc..

Since 1931, Burke has provided decision support solutions to companies across all major industries. Burke’s areas of focus include: Custom Marketing Research, Customer Loyalty & Relationship Management, Employee Engagement & Retention, International Research, Linkage & Integration, Online Research & Reporting, Qualitative and Burke Institute, the leading provider of research training and education.

Visit Burke’s website here.

Hear more from infosurv and other leaders in market research at The Market Research Event this October 18-21 in Las Vegas!

Sponsor Spotlight: Infosurv

Each Tuesday, we’ll begin looking at the companies who are participating in The Market Research Event. Today, we’re featuring infosurv.

The Infosurv Concept Exchange (iCE) is an online prediction market system optimized for concept testing. Fueled by “the wisdom of crowds” iCE is designed to help companies test new product or marketing concepts more accurately, quickly, and affordably than using focus groups or surveys. Rather than answer survey questions, iCE respondents participate in a “virtual stock market” where they can buy and sell shares in the concepts tested. Share price movements are then analyzed to accurately predict which concept will perform best in-market. You can visit the iCE website at
ice.infosurv.com .

Visit infosurv’s website here.

Hear more from infosurv and other leaders in market research at The Market Research Event this October 18-21 in Las Vegas!