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A short course in Market Research with Ray Poynter (English language) Lesson 4 Thursday, 15 July Ch. 16, Major applications of research Ch. 19, Mobile market research @RayPoynter [email protected]
31

Mr course module 04

Aug 23, 2014

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Page 1: Mr course module 04

A short course in Market Research with Ray Poynter

(English language)

Lesson 4 Thursday, 15 July • Ch. 16, Major applications of research • Ch. 19, Mobile market research

@RayPoynter [email protected]

Page 2: Mr course module 04

Dates and Modules

Thu 3 July

Introduction The context for market research Communicating results

Tue 8 July Quantitative research Writing questionnaires

Thu 10 July Qualitative research Analysing qualitative data

Tue 15 July Major applications of research Mobile market research

Thu 17 July

Emerging research methods Communities Social media research

Tue 22 July

Fri 25 July

How to analyse quantitative data Quantitative analysis techniques Pricing research

Thu 24 July

B2B (business to business) International research Political polling

Tue 29 July

Research ethics, Guidelines and laws Current areas of sensitivity Questions from new researchers

Page 3: Mr course module 04

MAJOR APPLICATIONS OF RESEARCH

Part A

A review of what makes these topics different from the norm

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International Research

There is a chapter on international research, so we will come back to it.

1. International is more global these days – It used to be USA, Western Europe, & Japan

2. No single method works across the world – But international online panels make it look easier

than it is!

3. Costs, standards, and respondent co-operation vary across the world

4. Many of the new interactive MR techniques can generate very high translation costs – For example discussion forums

Page 5: Mr course module 04

Pharma

Two main categories

– Over the counter

– Prescription

– But also non-human

Three key differences

1. Very technical, in terms of the products and uses

2. Highly regulated, e.g. adverse event reports

3. Most conducted with doctors (hard to reach and expensive)

Page 6: Mr course module 04

Ad Tracking

Generally quantitative

Two key elements being tested: 1. Is the client getting what they paid for – i.e. reach

and frequency

2. Is the advertising working – which requires agreement on what working means

Ad tracking might be changing! 1. Now: large studies, weekly interviews, long surveys,

only suitable for major brands – very expensive

2. Future: short surveys, triggered ‘in the moment’, much cheaper – perhaps 50% of current cost, perhaps only 10%

Page 7: Mr course module 04

Customer Satisfaction

• One of the largest areas of MR spending

• Wide variety of techniques – but none seem to have solved the problem

• Two key roles: – Monitor service delivery – and try to fix problems

– Seek opportunities to improve the service

• Tracking varies from yearly, to weekly, to continuous

• NPS (Net Promoter Score) is interesting, it does not work very well, but it is very popular, because it delivers one clear number

Page 8: Mr course module 04

Ad Testing

• Two aims/types

– Assessing the likely impact of the ad – mostly quant

– Understand how the ad works – can be quant or qual – often with the intention of improving the ad

• Ad forecasting requires benchmarks and models – And favours the big tracking and testing companies

• How do ads work? – Major area of dispute, leading to lots of new

techniques for testing them

Page 9: Mr course module 04

Concept Testing

• Aims of concept testing include: – How is the concept understood?

– Could it be improved?

– If several concepts tested, which is best?

– If it were launched, forecast sales

• Forecasting sales favours the big agencies with models, benchmarks, and lots of historical data

• Considerable overlap between ad testing and concept testing

Page 10: Mr course module 04

Usability

• For example: – Does the new shopping website work?

How does a new shampoo bottle perform?

• Most usability testing is NOT conducted by market research companies – Usability profession and HCI (human computer

interaction) experts.

• What can market research add? – Segmentation?

– Better qual than non-MR people offer

– Moving beyond the purely technical

Page 11: Mr course module 04

Ideation

• Producing new ideas – And sometimes assessing them

• Growth area in market research – And in business/marketing in general

• Historically, most ideation has used qual – In particular groups and communities

• But, there is a growth in quant approaches – Often based on some for of crowdsourcing and/or

co-creation

Page 12: Mr course module 04

Research With Children

• Usually requires prior, written, parental permission

• Research has to be suitable: – Capable of being understood – Not likely to upset or impact the children

• When interpreting the results, be careful not to use adult forms of thinking

• The background of any researcher spending time with children should be checked

• Some groups are trying to ban all research with children (and all marketing targeted at children)

Page 13: Mr course module 04

Part B

Any questions before we move on?

Page 14: Mr course module 04

MOBILE MARKET RESEARCH Part B

Page 15: Mr course module 04

What is Mobile Market Research?

• Self-completion surveys conducted on a mobile device (e.g. phone or tablet)

• Web surveys where some people are using mobile devices

• Passive data collection

• Participant research

• Taking part in online qual using a mobile device

• mCAPI – where interviewers use mobile devices

• CATI – telephone interviews where some people are answering via mobile phone

Page 16: Mr course module 04

In the moment

• The hottest thing in mobile is ‘in the moment’

• Collecting data when things happen

• Not relying on people’s memory

• Examples:

– When travelling

– When shopping

– When using a service

Page 17: Mr course module 04

Smartphones, Features Phones & Dumb Phones

Definitions change, today’s smartphone will seem pretty dumb in a few years

– The Blackberry was the smartest phone, now it is behind Android and iPhone

Smartphone: iPhone and Android YES! Windows and the better BlackBerry phones, yes.

Feature phones: – a retrofit name for phones that are not smartphones

– Some people say: feature phones need a browser to be a feature phone

– They call the rest dumb phones

Page 18: Mr course module 04

We’re All Doing Mobile Now!

CATI/telephone interviews contacting more people via mobile phone

– In the USA Pew Center target 60% mobile

– In developing countries it is often over 90%

25% to 30% of online surveys are being attempted by people using a mobile device

Two types of mobile Platform agnostic

Unintentional

Page 19: Mr course module 04

What Are Apps An app is software downloaded onto a mobile device

– Games, maps, books, calculators

– And research apps

Research apps include

– Surveys

– Qual (including mobile diaries & ethnography)

– Passive (more on this in a moment)

Page 20: Mr course module 04

Apps, Pluses and Minuses

Positives

• Does not necessarily need the internet to be available

• Can access more of the phones features:

– Locations

– Sensors

– Camera/Video

• Can ‘push’ the survey

Negatives

• Must be downloaded

– Technical issues

– Respondent reluctance

• Must be written for each platform

• Less central control – e.g. quotas

Page 21: Mr course module 04

What is Passive Data?

• Passive data does not require the respondent to enter the data

• Examples:

– Location data collected automatically

– Phone usage data

– Internet usage data

– Movement, temperature, light etc.

– Interactions with other phones and services

• Requires permission

Page 22: Mr course module 04

Geo

• Geotracking – interesting but difficult and most of the results are not useful to marketers

• Geofencing – a major growth area

– Create a boundary around a site (say a Starbucks)

– When somebody enters or leaves their phone ‘knows’

– Launch marketing, information, or market research

– iBeacons are currently key to this approach

Page 23: Mr course module 04

Designing For Mobile

1. Find out what sort of devices the participants will be using, and what sort of internet connections they are likely to have.

– Phones and tablets

2. Use shorter questions, shorter answer lists, and shorter surveys

3. Test the survey on the devices it is supposed to run on

4. Ensure it is safe for people to take part, we don’t want people driving and doing out surveys

Page 24: Mr course module 04

Are The Answers The Same?

• No and yes, and sometimes

• No, the sample tends to be ‘wider’ when using mobile, more young people, more busy people, more active people

• Yes, when the samples are the same, most survey questions give the same answer

• Sometimes, some questions and situations give different answers – In the moment give different answers – Multi-select grids give different answers

Page 25: Mr course module 04

Questions

And The Quiz

Page 26: Mr course module 04

Feedback for the next lessons?

• If you have feedback now, GREAT!

• Or,

– Email it to [email protected]

Page 27: Mr course module 04

A day in the life

1578 beverages

400 consumers

1 day

Mobile Diary

Page 28: Mr course module 04

Diary framework

BEVERAGES

Who?

What?

Why?

When?

Where?

What else?

Page 29: Mr course module 04

Mobile interface

Page 30: Mr course module 04

What and when?

0%

20%

40%

Before7am

7am-9am 9am-11am 11am-1pm 1pm-3pm 3pm-5pm 5pm-7pm 7pm-9pm After 9pm

Coffee

Tea

Fruit Juice

Fizzy drink

Energy Drink

Water

Alcoholic drink

Page 31: Mr course module 04

Where at home?

Kitchen

Living room

Dining room

Bedroom

Bathroom

Somewhere else at home

Kitchen

Living room Dining room

Bedroom

Bathroom

Garden / yard Somewhere else at home

Men Women