From the vaults:
You can see more details of the study in his deck, but here’s a video that captures more.
In association with Confirmit, The Institute for International Research invites you to join us for a one hour complimentary Web Seminar. This webinar is part of the 2012 Insights Webinar Series: Your resource for insights on the cutting edge.
Thursday, October 4, 2012, 1:00PM – 2:00PM ET
Presenter: Sean Conry, Vice President of Mobile Solutions, Confirmit
Reserve your Webinar seat now at: https://cc.readytalk.com/r/llpgc7vbb1hj
Please mention your priority code: MWJ0025-BLOG
Webinar participants will gain a new appreciation for the mobile industry and its current and future role in fostering customer engagement. Global case studies will demonstrate the challenges and pitfalls of implementing a research methodology that relies on mobile solutions. More importantly, we will share the wonderfully deep insights and findings that can be delivered through a mobile implementation as part of your multi-channel strategy.
This webinar will share best practices, dispel myths and show how recently introduced features, such as GPS tracking, photo capture, video capture and playback, increase the depth of data in a meaningful and measurable way. We will help you identify the opportunities in mobile and overcome challenges in managing the mountains of unstructured data that you can now collect. Understand how insights captured via mobile will allow you to deliver even more value.
Confirmit offers the world’s most secure, reliable and scalable solution for Voice of the Customer, Employee Engagement and Market Research programs. Businesses that use Confirmit deliver stronger customer experiences and drive positive word of mouth. In the last 3 years, over 500 million surveys have been completed through Web, telephone, SMS, mobile and paper.
About IIR: The Institute for International Research (IIR) is the world’s largest conference company and has been the leader in the provision of business information for over 25 years. IIR produces over 5,000 events annually through its network of offices in over 35 countries.
We’ve written before about the real power that online research communities can bring to a brand, and also of the way in which you can get insight from any online community. The promise of rich insight is great – real people talking to each other about your brand, market and competitors. They provide a real hub for innovation and co-creation and give you access to real-time insight. But sometimes they just don’t seem to work, they just don’t deliver what you might expect. At FreshNetworks we have built online communities from scratch, and also worked with organisations who have an incumbent online research community that isn’t living up to its promise. Through this experience we’ve developed the following four tips to help discover what the problem might be:
Research panels and online research communities are very different. They work in different ways, deliver different types of research and insight and are useful for different business objectives. The biggest failing that we see with online research communities is that what you really have is a panel of people and not a community. The discussions tend to be between the brand or agency and community member, rather than peer-to-peer in the community. And you find that the majority of your traffic comes when you send an email about an activity, survey or discussion that you want people to respond to. This can be the most difficult problem to solve. You need to think again about who you want to engage and why and build an engagement strategy alongside your research plan.
Wanting to engage with people in an online community is really only half of the story. There are probably lots of things that you want them to do, but do they really want to do them? And if so do they want to do them in your community? The difference between an online research community and other forms of market research is that you want to build and grow a community of people to work with to help you for insight and research. You can’t call through a list of people until you find those who want to answer your questions. You need to build a community that targets and meets the requirements of the people you want to engage so that they will be there to answer your questions when you have them. If they don’t actually want to engage with you, this can be difficult.
The topic of incentives is one much discussed in market research – should you incentivise people, for what behaviours and with what reward? Get your incentive structure wrong and you will encourage and grow the wrong behaviours. People will only contribute to your online research community to an extent they think appropriate for what they are getting in return. The signs that your incentivisation structure is wrong includes unusually larger churn-rates. Indeed you might see the higher rates of churn typical of a research panel, rather than the low churn rates we see in online research communities. You’ve moved people from the social context of the community to a market context where they aren’t engaging with you but transacting.
The role of the brand and agency is changing with the growth of online research communities (a topic I shall be returning too at the Online Research Methods conference in London June). One major change is that rather than the agency and brand always asking the questions, and the respondent answering, the playing field is levelled somewhat. Online research communities only really work if you play a role in the community as a peer, rather than trying to lead or direct it. You have questions to ask and activities that you want people to do, but you also need to join in the conversations. Don’t always ask questions, but answer some too. Join the forums, talk about yourself – give a face and a name to the research and the brand. This makes the experience better and fairer for everybody. And also more enjoyable for you. Where this doesn’t happen, where the agency or brand hides behind an ‘Admin’ name, or doesn’t engage in the community, you miss out on a whole range of real, rich benefits. So, if you see an online research community that you think just isn’t living up to its promise then ask these four question of it. Of course, identifying the problem is less than half the battle. The next step is to fix it.From the FreshNetworks Blog Subscribe to updates from the FreshNetworks Blog
The Economist recently wrote a very interesting article about the slow adoption of the internet by scientists. They’re currently lagging behind in adopting the new tools that are taking the internet by storm that allows new information to spread quickly.
A new version of Research Blogging was recently introduced the Seed Media Group. This is a new hub for scientists to review articles written by fellow scientists. This portal provides a place for the scientists to blog on their particular research articles. From there they are aggregated, indexed and made available on line with key words so they’re easy to find. The only set back to this is that most scientists publish in order to be recognized by the upper classes of the scientific world. So is there incentive to use this website?
As the article pointed out at the end, the internet was created for and by scientists. Why are they so slow to pick up the new tools that are spreading information throughout the world?
Kelley Styring, a featured keynote at this year’s Market Research Event, was featured in an article today on USA Today. The article Is there junk in your trunk focuses on the new study Styring is doing on what Americans carry with them in their cars. Styring did a study in 2007 focusing on what American women carry around in their handbags. There were many useful findings for marketers with her initial research on purses which led to her interest in examining another storage vehicle, this time cars. Styring is traveling to seven US cities, and studying the contents of people’s cars. She takes two hours to chronicle what each car has to offer. One of the most interesting things she’s found so far is the use of the cup holders. She says a lot of the cup holders don’t actually hold cups, but instead coins, golf balls, air fresheners and other items. Her research will help both car manufactures and companies looking to fit consumer’s needs. Car companies are trying to find a way to maximize the storage capacity in cars, and there are many opportunities product manufactures are missing when it comes to the usability in the car. Styring is chronicling her adventure at her webpage, and you can read her experiences at her blog. Don’t forget to come see Kelley Styring kick off The Market Research Event October 15 at the Disneyland Hotel in Anaheim, California!
In a recent BBMG Consumer Census Report, detailed here at CSR Wire, they state that most consumers will choose locally grown products at the grocery store more often than organic produce. When it came to strongly favorable responses, 48% of consumers were favorable to biodegradable labels, 46% were favorable to cruelty free labels, 45% were strongly favorable to locally grown products, and a with a significant drop off, 26% of consumers were most favorable to organic goods. The report also showcased that that 10% of adults who purchased from companies that showed that they were socially responsible were also most likely to be early adopters. Also in the report, quality is a more important factor when purchasing than price, as 66% of consumers ranked quality as most important while 55% ranked price as more important.
A recent study by Technomic, detailed here at QSR Web, has found that limited services restaurants have trimmed down their drink menus, getting rid of many of the customizable drinks, including teas, coffees and smoothies. They wish to focus on their regular beverages, such as soft drinks, because they see them as being more profitable in the long run. On the contrary, they found that full service restaurants have slightly increased the total number of drinks on their menu, to include more mocktails (typically drinks including lemonade and fruit flavors). On the consumer side of beverages, the study found that 38% of consumers are more likely to buy a drink on the menu if they see it’s made of 100% juice, and 32% are more likely to buy a drink if they see the drink has all natural ingredients. Consumers also think it’s important to order water while eating out, 35% believe they should add more bottled water to their diet while 31% believe they should add more tap water to their diet.
In a recent study by Neilson Online, discussed here at CNet, 4.1 million children ages 2 ‘ 11 watched videos on YouTube. The Disney Channel website came in second place, with 1.3 million viewers. The average child viewed 2 hours of videos from home.
Of the 75 million adults who streamed videos, they streamed 44 videos in the month of April, and spent an hour and forty minutes. Their favorite sites for videos were ESPN and CNN. Teens, 12-17, spent the most time online at an average of more than two hours. However, the study prevailed that YouTube is still dominantly the leader when watching streaming videos off the internet. Over 73 million people watched 4 billion videos. These numbers are more than all of the other competitors combined. I think the biggest impact of this survey is how many children are watching videos online. This could impact the television watching industry and change it as we know it. We’ve already seen the CW try to cope with the success of the television show Gossip Girl online, by pulling the options for free streaming video from their website. How will this study affect the future of television watching?
In a recent report at Reel SEO, they shed light on the effects of videos of websites when trying to sell something. As advertising and marketing across the internet continues to grow, new studies have come about one industry that could be changed by the presence of video marketing on the internet. According to Reel SEO, according to a study done by FindLaw, when people were surfing the internet to a lawyer, they, on average, visited five websites before choosing a lawyer. When there was a video added to the site, average sites visited before choosing a lawyer went down to 1.8 websites visited. They were more likely to choose to buy they lawyer’s services if they could put a name with the face.