Tag Archives: research

Insights Interview: Thomas Kralik, VP of Campaign ROI, Revolt TV

In our recent insights interview, we sat down with Thomas
Kralik, VP of Campaign ROI, Revolt  to
discuss how to reach the new age media consumer.
Here’s what Kralik had
to say:
What is the state of
the media research industry in 2017?
Kralik: The
research industry is an exciting place to be in 2017. It is a place where a
researcher must be fluent, not only in measurement, but understanding the
consumers media habits and lifestyles.
What have been the
biggest changes in the industry since you started your career? 
Kralik: It used
to be that a media company could put a program on the air, promote it to a demographic,
and get viewers to watch. Today, the media industry is being led by the
consumer based on their habits and lifestyles. This provides opportunities to a
media company because it can engage consumers via social, digital, linear,
throughout the entire day These tools need to be used to establish an emotional
connection with the consumer.

Have the influx of
social media and mobile made your job easier or harder?
Kralik: It’s
neither harder nor easier, but different. Social, linear and digital work in
tandem, so research has to be involved throughout the process from conception
to execution.
How has the media
consumer changed in the past few years?
Consumers are in charge. New technologies have given them
opportunities to access content anytime, anywhere. Consumers can now design
their ‘packages’ based on their habits and needs.
How can media
companies do a better job reaching the new age consumer?
Media companies need to be completely abreast of new
technologies and how and why they are used. They need to be very deliberate in
how they combine and execute content.
What is the biggest
challenge in the media industry today?
Coming up with an agreed upon methodology for measurement
that is accepted by the industry.
Where do you see
media research moving in 5 years?

Technology and consumers must determine that, but I could
see viewership and measurement moving closer to a digital measurement than
linear.

Meet the Powerful Women Driving the Future of Customer Insights

TMRE: The Market Research Event and OmniShopper have some
exciting news to share’
Not only is TMRE partnering with WiRE (Women in Research)
for the first annual TMRE/WiRE Women in Research Award to celebrate some true
rock-star researchers, but we’re happy to share a preliminary list of powerful
women in insights confirmed to take the stage at both the TMRE and OmniShopper 2017
events.

Check out the inspiring women speaking at TMRE 2017:


??        
Dawn Cunningham, Chief Insights Officer, 3M
??        
Amber Case, Cyborg Anthropologist, Author, Calm
Technology
??        
Cole Nussbaum Knaffic, Founder, Storytelling
with Data
??        
Kristin Luck, Founder, WiRE: Women in Research
??        
Marina Kosten, VP Research – International
Theatrical, 20th Century Fox
??        
Elizabeth Merrick May, Head of Customer
Insights, Nest
??        
Christina Jenkins, Director, Global Business
Marketing, North America, Twitter
??        
Anna Fieler, Chief Marketing Officer, Popsugar
??        
Lisa Courtade, Head of Market Research, Merck
??        
Judy Melanson, SVP, Travel & Entertainment,
Chadwick Martin Bailey
??        
Amanda Hill, Chief Marketing Officer, A+E
Networks
??        
Margo Arton, Director of Ad Effectiveness
Research, Buzzfeed
??        
Lauren Zweifler, Senior Vice President
,Strategic Insights & Research, NBCUniversal
??        
Terrae Schroeder, Senior Director, Wholesome
& Shopper Insights, NA Snacks, Kellogg
??        
Theresa Pepe, VP of Research, Viacom
??        
Sarita Bhagwat, Vice President, Market
Intelligence, Fidelity Investments
??        
Julie Brown, President, The Center for Strategy
Research
??        
Lori Tarabeck, Global Market Insights, Abbott
Diabetes Care
??        
Renata Polcicio, Vice President, Fan and Media
Intelligence, International, Global Markets, ESPN
??        
Jennifer Avery, Director, Consumer Insights,
Universal Orlando Resort
??        
Sara Fahim, Senior Research & Innovation
Consultant, Seek Company
??        
Tiffany Sanders, Business Intelligence &
Research, CBS
??        
Emily Akinson, Insights & Planning, Consumer
& Market Insights, Kellogg
??        
Mary Beth Jowers, Consumer Insights Lead for
North, Central and Eastern Europe, Gruppo Campari
??        
Stephanie Cunningham, Senior Manager, Customer
Insights & Analytics, eBay
??        
Lina Roncancio, Insights & Innovation
Director, Discovery Communications Latin America
??        
Michelle Gansle, Director, Consumer & Market
Insights, Wm. Wrigley Jr. Company
??        
Karin Kricorian, Director, Management Science
and Integration, Disney
??        
Sarah Beachler, Director, Market Research &
Client Insights, Sephora
??        
Beth Coleman, SVP Marketing and Partner
Insights, Viacom
??        
Samantha Dawkins, Vice President, Client
Strategy & Advocacy, ADP
??        
Gabriela McCoy, Director of Global Consumer
Insights, Bacardi
??        
Kassie Deng, Director, Marketing & Partner
Insights, Viacom
??        
Lyndsey Albertson, Director of Sales Research,
ABC
??        
Maria Cristina Antonio, Director, Metabolic
Insights & Analytics, Novo Nordisk
??        
Julia Oswald, Senior Vice President, Strategy
& Insights, Domino’s Pizza
??        
Carley Metsker, Vice President, Client Service,
Directions Research
??        
Monika Mandrakas, Market Researcher &
Customer Advocate, Mutual of Omaha
View the TMRE brochure
for a full list of speakers:
https://goo.gl/1Ricj2
Check out the inspiring women speaking at OmniShopper 2017:

??        
Shopper Marketing Activations: Marketing &
Merchandising: J Lynn Martinez, Vice President & Team Lead Kroger, Dr
Pepper Snapple Group
??        
Customer Experience Design: How Research &
Design Collaborate to Build New and Differentiated Experiences: Kate Kompelien,
Customer Experience – Center for Excellence for Research & Strategy, Best
Buy
??        
Omnichannel Customer Analysis: Lakshmi
Venkataramari, Senior Director, Customer Insights & Analytics, Walmart
eCommerce
??        
Winning in Her Purse: Kelley Styring, Principal,
InsightFarm
??        
Knowledge is Power, If You Can Find It: Ashley
Starke & Diana Powell, Manager, Shopper Insights, ConAgra Foods
??        
Team Structure Doesn’t Matter: Sue Butler, Director
of Omnichannel Insights, Walmart
??        
Going Beyond Behavior to Drive Category Growth:
Monica Melichar, Senior Manager, Consumer Insights, Beam Suntory & Erin
Barber, Senior Vice President, C+R Research
??        
Longitudinal Data & the Low Purchase
Frequency Category: Stacy Carty, Shopper Insights, Samsung
??        
Driving Change While Driving the Business:
Improving Tools & Automation: Theresa Hendrickson, Director, eCommerce
Engineering – Business Tools & Processes, Best Buy
View the OmniShopper
Brochure for a full list of speakers: https://goo.gl/Qw8Juo
Use exclusive
LinkedIn discount code TMRE17LI for $100 off the current rate. Buy tickets to
TMRE now:
https://goo.gl/1Ricj2
Use exclusive
LinkedIn discount code OMNI17LI for $100 off the current rate. Buy tickets to
OmniShopper now:
https://goo.gl/Qw8Juo
Also, don’t miss our
upcoming free webinar ‘Storytelling with Data’ http://bit.ly/2o0bpAS
featuring speakers Kelsy Saulsbury, Manager, Consumer Insight & Analytics,
Schwan’s Shared Services, LLC and Bill Greenwald, Founder and Chief
Neuroleaderologist, Windsor Leadership Group, LLC. 
Driving the value of
insights forward requires much more than just unearthing great data. You need
to use that data to tell a story and command influence across the broader
organization. Because storytelling may not be an inherent skill, this webinar
focuses on how to use data to create an engaging, informative, compelling
story.  Register for the webinar here:
http://bit.ly/2o0bpAS
Cheers,
The TMRE & OmniShopper Teams
@TMRE
@OmniShopper

Here Comes Gen Z: 10 Keys to Understanding Them

According to Open Mind Strategy
research, these are the top things to know about the new kids on the block Gen
Z:
1. Huge
Gen Zs make up more than
a third of the world’s population and comprise nearly a quarter of the US
population ‘ bigger than both Millennials and Baby Boomers ‘ and still being
born.
2. The most diverse
generation ever
Gen Z will be the last
majority-White generation born in the United States. Already the white majority
is holding on by a thread, only 51% of Gen Z born into non-Hispanic White
families.
This generation’s
diversity also extends to their sexuality and gender identity. More than
one-third of Gen Zs self-identify as bisexual to some degree; more than half
know someone who uses gender-neutral pronouns.
3. They idolize
Influencers, not Celebrities
Most dedicate more time
to YouTube than any other social site and their view of celebrities isn’t limited
to movie stars and musicians, note the billions of views racked up by YouTube
stars RayWilliamJohnson and PewDiePie. They want to emulate self-made
Influencers who are just like them.
4. A plan to get paid
While Gen Zs are
certainly passion-driven, if they know their passions won’t lead to financial
stability, they have a plan for something that will. In everything from
entrepreneurship to sports, kids and teens are finding places to excel early
and focus their efforts in hopes of a payoff.
5. Having safe fun
Gen Zs are still
teenagers! They want to have a good time, but they don’t want to negatively
impact the successful future they are working to build. The teen pregnancy and
birth rate are at historic lows, as is the usage of cigarettes and heroin among
high-schoolers.
6. Caring about ‘cool’
Gen Z is snarky and very
image aware. With the ever-growing influence of social media, there is a
palpable return of ‘cool kids’ and ‘losers’ among Gen Z. They will quickly take
down a post that doesn’t receive enough likes for fear of someone seeing its
lack of attention.
7. Don’t share
everything online
Gen Z takes a crafted
and curated approach to posts. They are more aware of who they are sharing
their lives with and how it affects their identity, which is why platforms like
Snapchat are so appealing. They saw the devastating effects party pics had on
their sibling’s scholarship or job offer.
8. No Mo ‘Beta Boys’
Gen Z boys want to be
taken more seriously. To them, girls are certainly equal, but not better.
Gen Z boys want in on the partnership by taking themselves a bit more seriously
in school, work and relationships, but also embracing their sensitive side.
9. Mostly cynical
Gen Zs have realistic
expectations and are skeptical that the world will work in their favor. More
than eight in 10 Gen Zs were born after September 11. Growing up, conflicts
over issues like the economy, gun violence and climate change, have been
common. As a result, these teens have developed a valid claim to cynicism.
10. Still KIDS!
This generation is just
beginning to come of age, and as uptight as they may seem, they’re still kids
who haven’t quite figured it all out yet. They’re working hard and taking
themselves seriously, but they are still silly, young, fun and undeclared.
END
Open Mind Strategy, LLC, is a research and
brand strategy firm founded by Robin Hafitz, in 2010, with the mission of
providing ‘more human intelligence.’ OMS
(http://www.openmindstrategy.com/) provides
insight services, including qualitative and quantitative research, brand
studies, show and message testing, segmentation, and customized inquiries, as
well as strategic brand consulting and educational workshops. The O
MS
team is proud to have worked with leading clients, such as A&E Networks,
AMC, Amazon, Clear Channel, Cond?? Nast, Gannett, Kao Brands, MTV, NBCUniversal,
Scripps Networks, Unilever, USA Today, Yahoo!, and many more.

Marketing Analytics and Data Science 2017 – Save the Date

Save The Date!
April 3-5, 2017, San Francisco, CA
The U.S. election results proved that there is an urgent
need to improve our prediction models and statistical analysis. Thankfully,
Data science and Advanced Analytics are starting to lead the charge, and that’s
a fundamental reason it’s being called the sexiest job of the 21st century.

The Marketing Analytics and Data Science
conference
is your opportunity to go beyond the data and identify hidden
insights. How can you work together to filter through all the clutter of data
and deliver results that really make a difference?

You are more powerful together than you are on your own!
Join Superheros from:
??        
Director, Alibaba Group
??        
Chief Data Scientist, Mashable
??        
Founder and CEO, Fast Forward Labs
??        
Head of Customer Experience Analytics and
Experimentation, Paypal
??        
Economic Research Scientist, Netflix
??        
EVP Insight, BBC Worldwide
??        
Chief Economist, Google
??        
Visiting Executive, Harvard Business School
??        
And more!
Use exclusive LinkedIn discount code MADS17BL and save $100!
Buy your tickets here: http://bit.ly/2gEIb6e
We hope to see you in San Francisco next spring!
Cheers,
The Marketing Analytics & Data Science Team
@MADS_Marketing
#MADSConf

Themarketresearcheventblog.iirusa.com

Is it Worth it? Key Considerations for Social Media Research

By: Terry
Lawlor, EVP Product Management, Confirmit

The role of social media in delivering
business insights is a tricky business. While most researchers consider it to
offer real benefits, the big question is ‘how do we do it properly’? In our
recent survey of Market Research professionals, we asked respondents about
their feelings towards social media. Overwhelmingly, the most popular response
from the five choices offered was ‘A
useful addition to a Market Research project if we can bring the data together
effectively’.

The word to look at there is ‘if’.
For many businesses, that ‘if’ is
surmountable, and for others it isn’t ‘ at least not yet. There are a number of
things to bear in mind.
Who
is Your Audience?
The changing dynamic of the consumer has a
significant impact on research. Millennials behave differently when it comes to
researching, buying and complaining about products. The audience you’re
targeting has a huge role to play when it comes to establishing the part that
social media has to play in your business.
It
Takes More Than Technology
There’s no silver bullet for social media.
It takes a combination of people, process and technology to be successful. You
need technology to sift through the vast quantities of information ‘ to find
and filter data sources, provide intelligent sampling of massive amounts of
content, and perform categorization and sentiment analysis. However, you will
still need people. In our recent study, Political Buzz, we used social media
(as well as traditional surveys) to monitor topics for the UK election. One of
our key findings was that the role of people was critical in researching the
key social and online media channels, and in building the taxonomies on which
your technology must function.
It’s
More Than Just Social
When thinking about social media, most
people immediately think of Twitter and Facebook, Instagram and Tumblr, perhaps
YouTube and Pinterest. There are actually many more social media sites than you
think, and there are many different feeds within each social media platform.
And there is a huge array of online media, where people post comments and
stories, and review sites that cover many different categories of products and
services. So you need to think about online media as much as social media, and
you need to think about data sources that amount to tens or hundreds of
thousands of different media channels.
A
Double-Edged Sword
As with every ‘next big thing’, social
media research is a double-edged sword. On one hand, because it is largely
unsolicited, you can uncover insights that you never anticipated. However, also
because it is largely unsolicited, it might not address anything useful for
your research program. You may want to research a particular topic but no one
is discussing it, or your target audience just doesn’t use social media.

About
the Author: Terry Lawlor has the responsibility of all aspects of product
management, including strategy development, product definition, and product
representation in client and marketing activities. Terry is a seasoned and
highly professional enterprise software executive who possesses a wealth of
expertise in the Market Research and customer experience markets.

A Closer Look at Eye Tracking

Eye tracking is about where we look, what we look at, how much time we spend looking at it, how our pupils react to different kinds of visual stimulation and when we blink, according to IMOTIONS.
Put most simply, eye tracking refers to the measurement of eye activity. More specifically, eye tracking implies the recording of eye position (point of gaze) and movement on a 2D screen or in 3D environments based on the optical tracking of corneal reflections to assess visual attention. While the idea of eye tracking is quite straightforward, the technology behind it might strike you as rather complex and inscrutable.
No need to hit the panic button. The following pages are packed with all the need-to-knows and useful tools to help you get a solid grasp of eye tracking technology and best practices.
IMOTIONS created an eye tracking infographic for a fun and easily digestible overview of eye tracking:

Innovation In A Change-Phobic World

By: Tom Ewing, Senior Direct, BrainJuicer Labs

Sometimes it takes a huge event to make people look at their
assumptions in a new light. Taken by surprise by the EU Referendum and
Brexit, British marketers have had to think carefully about how well
they knew the people they were selling to. And, as a fascinating new study
by the Futures Company points out, it’s not just a British thing. All
over Europe and beyond there are vast groups of consumers who feel a
sense of loss in the face of change, and respond strongly to the
familiar. As in politics, so in marketing: for a big chunk of the public, novelty and disruption aren’t particularly big draws.

Of course, this is why innovation research so often focuses on early adopters: get them on board, and diffusion across the population will follow. This is the innovation equivalent of trickle-down economics – an excuse to focus on a segment you’re sympathetic to with the hope that everyone else will benefit… eventually. After all, marketers themselves tend to be novelty-seeking types who talk a big game about
the inevitability of change. Forcing them to put themselves in the shoes of more
conservative or change-averse consumers can be a wrench. But change-aversion isn’t something you can sweep under the segmentation rug. Because while
history may be on the side of change, psychology isn’t.

As human beings we are wired to prefer the familiar: if we recognize
something quickly, it seems like a better choice. This processing
fluency heuristic – or just Fluency, for short – is one of the foundations of decision-making. And it’s used by every consumer to make judgements, not just those who are culturally or politically averse to change.

The Futures Company’s recommendation to appeal to the nostalgic or
conservative consumer is ‘cautious innovation’ ‘ balancing
future-focused new product lines with more immediately familiar ones.
This is sound thinking. But given that everyone ‘ not just the
change-averse ‘ uses Fluency to make decisions ‘ it’s only half the
story. Familiarity isn’t just for nostalgists. The key thing to realise
about Fluency is that you can build it.

If you use research to identify your brand’s unique assets ‘ the things people most
immediately associate with it ‘ you can build that into how you present
your innovations. This works for the radically new as well as the cosily
familiar: you can ‘bake in’ new assets which the launch and promotional
campaigns can lean heavily on.

When the iPod was first launched, for instance, it was certainly
disruptive new technology. But Apple’s marketing around it didn’t
emphasise the tech, or its many features ‘ it relied on the simple image
of those distinctive white headphones. The white headphones became such
a well-known symbol of the iPod that at least one police force issued
warnings against them ‘ as criminals were targeting anyone they saw
wearing a set. A brand’s unique assets in action!

With investment and focus, brand assets can become familiar very
quickly. In the UK, banking giant Santander was a newcomer only a few
years ago. Now it’s carved out a large chunk of market share, and ‘owns’
the colour red, thanks to pushing it as an asset in its marketing. But
heritage can certainly play a role. There are many brands whose vaults
are stuffed with distinctive assets which were put to pasture because of
a new-broom marketing director, not because the public was tired of
them!
Whether you’re launching something new or looking to the past,
though, it’s crucial to remember that familiarity and Fluency are at the
root of all successful innovation ‘ not just the cautious kind.

Thoughts On Market Research Data Integration Approaches

By: Mike Page,
Blueocean Market Intelligence Vice President – Client Development and
Technology

How does the MR industry keep pace with the overall business
intelligence market in terms of developing an integrative approach? While you
could argue that it is a different discipline, it is still the voice of the
consumer within a business, so the data should be simpler to integrate and use.
A better way to think about this is to think about the flow
of information from one channel to the other ‘ specifically from MR to business
intelligence or vice versa. At the Data Matters conference Martin Hayward made
a very important point. He said: ‘We work from what you did outwards to why you
did it.’ Most market research works from questions about why you do things and
try to predict what you will do. Surely within this there is an optimal model
that will help you ask only the most pertinent questions in the most pertinent
way and not waste effort on information that is better sourced elsewhere.
Here are some examples of how an integrative approach can be
more efficient and help to realize the savings that so many people believe are
out there.
Savings from
redundant research

Organize different research under the same platform to
achieve synergy. By combining various product/concept test research, you are
often able to answer new business questions and eliminate funding superfluous
research. Synergy is obtained through combining data: a) from different time
periods (trending) or b) across product/brands/concepts/ business units.
Better insights from
linking different sources of research data

Additional synergy can be captured from across product
linkages as well as trending. As a case in point let’s use chocolate. Across
the board men associate chocolate with comfort; whereas women associate it with
indulgence, which has great implications for how you communicate with them. 
While an individual study may provide the same information about a specific
concept (e.g., a white chocolate with a bitter orange flavor), we would not
know that, in general for women, chocolates are tied to indulgence. With
respect to trending, only by linking and creating a trend line for appeal, will
we know that chocolate has, over the years, consistently lost appeal among men
but not among women.
Research redundancy

We can also think in terms of research redundancy. If we
asked a question within a category ‘ such as customer satisfaction or new
product development ‘ we are building a picture of the consumer that can be
looked at across the surveys, we conduct. For example, how many times have we
ever asked a certain question and how has the context or relevance of that
question changed over time. From our own experience we have databases with over
half a million responses that show no or little change over time. Using this
knowledge in a structured and data-centric way can give us the tools we need to
manage our research process more effectively and ensure we don’t duplicate
efforts in our research or collect information that is perhaps better captured
elsewhere for the sake of it.
Data sharing

There are equally opportunities for data sharing. If many of
the data points that we collect are static, why should data not be shared in a
way that will, while ensuring confidentiality, provide researchers and their
clients with a window on what is genuinely different and what is genuinely
insightful from a research study. For example, if we know that the primary
driver of purchase intent is age, regardless of the product being tested, then
why do we not analyze what we already have to make a better-targeted research
study and avoid duplication of effort?
Linking research data
with other sources of data

For this let’s take an example looking at doctors’
prescription patterns for a new drug. By linking satisfaction and effectiveness
data to prescription data you can provide insights regarding both optimal
quantity of sales calls as well as the quality of messages to a particular
doctor. So if you know that cardiologists tend to write more prescriptions when
the salesperson is able to demonstrate ‘knowledge and competence about the disease
state and product benefits’ whereas the oncologist writes more prescriptions
when the salesperson could show that ‘he/she cared about the physician’s
business practice’. These types of insights lead to better understanding of
what drives volume and share of prescriptions for different drugs.
In conclusion, it is easy to see how an MR strategy that is
not aligned with other business information streams in a seamless way can make
you spend money that you don’t need to. My advice to those who do not believe
this is to conduct an audit to find out where and by what means each piece of
the research puzzle can be best answered, and by what channel, before another
research study is begun.
You’ll be surprised by what you find and how much you can
save with an integrative research 
strategy.
Parts of this entry
were originally published under ‘A waste of time and money’ on Research Live.com.

Blueocean Market
Intelligence is a global analytics and insights provider that helps
corporations realize a 360-degree view of their customers through data
integration and a multi-disciplinary approach that enables sound, data-driven
business decision. To learn more, visit www.blueoceanmi.com.

Catch & Release: Elevating the Researcher/Customer Relationship

By: Kevin Lonnie, Founder,
KL Communications

I would argue that market research has not lived up to its
reciprocal relationship with the customer. 
In theory, we are the conduit that allows their voice to be heard so our
clients can make better decisions.
But this is a one-way relationship where we hold all the
cards.  That’s why we get to ask all the
questions.  In fact, the customer is
afforded few opportunities to change the nature of the conversation. 
And speaking from years of perspective (oh man, it’s been a
bunch of years), we’ve done little to elevate the nature of the relationship.
We still refer to questionnaire input as data capture.  We still fall back on grid questions and
often underestimate the length of the primary survey experience.  We still rely on paltry economic incentivizing.  Well into the 21st Century, we continue with
our ‘catch & release’ approach to customer feedback.  Of course, over time, the customer has become
leery of our ‘hooks’ and passes on future attempts to have their opinions
heard.  The net effect is we’re left with
the limited, non-representative segment of the population still willing to
respond.
OK, what can we do to elevate the nature of the client/customer
relationship?  After all, there’s no
association or code of conduct that requires researchers to actually make the
customer experience ‘enjoyable’.
To our credit, there has been a decade’s worth of
conversation on the need to add gamification and social incentives to our repertoire.  Unfortunately, little progress has been made
as this is counterproductive to the budget. 
Elevating the researcher/customer relationship is not going
to happen overnight.   Heck, we’ve spent
the past 70 years doing our best to wreck it. 
Despite all that, I can envision a gradual migration away from traditional
data collection tools to customer empowerment tools.   As millennials begin to take on senior
positions, I think there will be a natural desire to bring social reciprocity
to the world of market research.
As for myself, I think the fundamental questions become;
Do we wish to empower or capture our customers? 
What are the terms of the new marketplace relationship? 
Is it based on mutual empowerment or are we to view
customers as acquired goods? 
If we choose the latter, it surely doesn’t promote a common
or sustainable purpose. 
The smart organizations will choose an empowered
relationship with their customers for the simple reasons that it represents the
best value (far greater understanding of unmet needs/new product opportunities)
and because it represents the only sustainable option. 
  
KL Communications is a
research agency with a specialty in collaborative online communities. While
traditional online communities capture the opinion of crowds, only KLC delivers
the wisdom of crowds via our proprietary CrowdWeaving’ platform!

Being ‘Smart’ With Your Data Integration

Most of us know that the mobile phone industry is on a
pretty serious surge of personal use. In fact, think of one person you know
that does not have a mobile phone. Coming up short? This is precisely the
reason why all marketing researchers should have a strong focus on mobile.
According to the Pew Research Center, nearly
two-thirds of adults in the U.S. own a mobile phone of some kind
. The
statistics show that the majority of mobile usage goes to text messaging and
voice calls. This is understandable; but how much of mobile phone usage is
being employed for internet or email use? 89% of mobile device users are on the
internet at least once a week, and 88% are using email at the same rate. Think
about what having this information could possibly do for your research
techniques.
The Pew Research Center also found that of U.S. adults who
own a mobile phone, 7% are ‘mobile-dependent,’ meaning that they do not have
home broadband service and have limited options for going online other than
their mobile device. With the inevitable and exponential growth of technology,
making mobile phones more streamlined, these numbers are sure to rise in the
coming years. New generations are coming along that have never known a world
without incredibly intelligent mobile devices, which could mean that desktops
may one day become a thing of the past.
Smarter data
collection

Now we are able to be smarter about the data we are
collecting, and integrate insights with other survey data: survey data from
syndicated studies, social media, and behavioral data. There are a lot of great
things happening in our industry’ we can now capture a holistic view of the
consumer without asking (a lot of) questions. We need to use the effects of
mobile to our advantage, not just adapt to evolving technologies. 
Although there has been an effort to change surveys, there
are still large portion that are incompatible with mobile devices. Moreover, users
prefer apps over browsers on their mobile
. Survey taking on mobile devices
takes longer than on a PC. A 10-15 minute survey on a PC will take 37% longer
on an Android device and 43% longer on an iPhone. iPad length of interview is
similar to PC, only 6% longer.
As data becomes increasingly integrated, researchers are
given more opportunities to boost engagement and shorten surveys. The world of
‘Big Data’ has granted us access to numerous data sources that can be blended
with quantitative research. The result is obtaining more insights through fewer
questions. This makes writing surveys for mobile users much easier because we
can:
1.      
Be less redundant with our questions
2.      
Ask simpler questions
3.      
Break surveys into clear component parts

By bringing in third party data, we have the opportunity
make surveys more enjoyable and engaging. This will help us sustain our most
valuable assets, the consumers who provide their input. 
Increasingly
researchers are experimenting with leveraging third party segmentations to
provide the richness of profile that often was proprietarily developed.
Lightspeed GMI has partnered with several leading providers of marketing
segmentation data to allow clients the opportunity to both target with and
append third party segments based on lifestyle, life stage, attitudes,
behaviors and demographics.