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The concepts and ideas submitted to you herein are the intellectual property of Synovate. They are strictly of confidential nature and are submitted to you under the understanding that they are to be considered by you in the strictest confidence and that no use shall be made of the said concepts and ideas. Synovate does not, in providing this report, accept or assume responsibility for any other purpose or to any other person to whom this report is shown or in to whose hands it may come save where expressly agreed by our prior consent in writing.
Modern on-line technology in the consumer market research
• Prepared for: Marketing a komunikacia 2011
• Prepared by: Eva Veisová, Managing Director Czech & Slovak Republic
@Life Online Bulletin Boards (OBBs); asynchronous discussion over 3 days
@Life Online Focus Groups (OLFGs); synchronous chat over 90 minutes
@Life Online In-Depth Interviews (OIDIs); use either OBB or OLFG foundation
Additional @Life Digital Qualitative Offerings
o @Life Digital Storytelling: an online ethnographic approach that enables respondents, using digital media in workshop settings, to tell meaningful stories about different events/parts of their lives and record highly personal viewpoints/information which might not otherwise be obtained using traditional qualitative research methods. Each respondent begins with a personal story and then uses digital techniques and professional support to transfer the personal story to media.
o @Life Online Interactive Panels: tools for continuing and dynamic interaction with communities of respondents with particular interests or profiles. They may continue over months or even years, for efficiency and/or conducting longitudinal research. The sale of this method is being restricted for the time being. More information will follow at a later date.
Why Use Online Qualitative Methodologies?Online Bulletin Board (OBB), Online Focus Group (OLFG),
Online In-Depth Interviews (OIDIs) and Online Interactive Panels
All are especially useful for geographically dispersed targets
• OBBs, Online IDIs, Online Interactive Panels: for in-depth, detailed information and/or where need for the most accurate information outweighs the client’s need to view respondents; especially good for over-scheduled professionals or business decision makers
• OLFGs: for top-of-mind reactions to concepts where little probing is required
Images and concepts can be presented on the computer screen/‘whiteboard’
Recruiting, reporting are virtually identical to other qualitative methodologies
Transcripts easily generated online; tie every remark to a specific, named respondent
Client reporting needs may be satisfied with quicker, less expensive reporting options
No travel involved for respondents, clients, and/or moderators
• No direct and/or labor costs associated with travel
However, online methodologies carry some inherent limitations
• Inability to probe on body language, facial expressions, voice inflections
• Clients may expect bids to be less than for traditional qualitative methods, but costs are actually similar
• A Community Panel is a dedicated group of existing or potential customers you engage with and learn from over time through interactive surveys and discussion forums.
• Community Panels typically include anything from several hundred to many thousands of members that you’ve profiled, pre-screened and invited to join.
• Like an exclusive club of your customers, the Community Panel provides insights on everything from product concepts to ad testing to purchase intent. Build deep profiles on your customers and track their attitudes and behaviors over time.
• Members can also be non-customers or any other relevant stakeholder group.
• Community Panels are also often referred to as:- Advisory Panels- Custom Panels- Proprietary Panels
• A Community Panel is different from an Access Panel such as Viewsnet where any client can access and ask questions of the panel.
• Canada based Vision Critical is the world’s leader in technology and support services to help clients engage with and learn more from customers using interactive surveys and discussion forums. The Sparq platform is currently used by over 250 companies and engage almost 2 million respondents worldwide. For more information on Vision Critical visit www.visioncritical.com
What features does the Vision Critical system have?
Synovate uses the Sparq platform (powered by Vision Critical) for its custom community panels. Sparq is used by over 250 companies and engages almost 2 million respondents worldwide. Features include:
Survey Authoring
•Visual Questions (Card Sort, Magnetic boards, Highlighter, Page Turner, Allocation Sliders)•Advanced scripting including piping, Branching, quota management, Rotations and Masking•Question Libraries, including past studies
Sampling and Deployments
•Advanced Sampling based on any previous question – allows for longitudinal based targeted surveys•HTML and text email designer and custom templates•Unlimited sample per study•External sample deployment•Invitations, reminder management
Panel Management
•Built in panel health reports and statistics•Search and Purge panelists based on filters•Customized HTML newsletter and general communication templates•Management of portal content and OBBs
Reporting/Data Management
•Real-time live reporting
•Participation, Topline, Verbatim reports and outputs
•Advanced cross-tab functionality with sig testing, RIM weighting and recoding
•Multiple output formats including SPSS
Discussion Boards
•Multi-segment communities•Private and public topics with moderation•One-on one or group communities•Photo upload abilities•Discussion Analysis tools (filters and highlighting based on quant info)
Synovate Online has participated in the ARF Initiative as a major online panel
operator. With respect to online consumer samples, the ARF FoQ Initiative
determined that among the first areas it would investigate are:
• The replication and the reliability/consistency of results across waves• The comparison of online survey results with relevant benchmarks• The degree to which duplication occurs in samples when multiple sample
sources (panels) are used• The effects of multi-panel membership on survey results• The effects of respondent motivation and engagement on survey results• The connections between proposed or commonly used metrics and data
quality • The effects of survey length on survey results and on respondent survey-
taking behavior
The initiative brought together 17 online sample providers who allowed their
panel members to participate in the study. Preliminary results were
presented at the ARF conference on April 1st, 2009.
The ESOMAR Guide to Conducting Research on the Internet, aspublished in 2005, now contains a section with 26 reformattedquestions.
The questions were designed to help end-users discuss online access panel research methodology by creating a framework and language for dialogue with online vendors and research agencies.
Since the ESOMAR Guide was published, the growth in online researchhas been enormous. In particular there has been a large increase in thenumbers and types of online sampling sources and currently, multiplesources are frequently used to provide sample for a single project.ESOMAR therefore revised the questions to reflect current issues and toprovide an explanation of the reasons why the questions should beasked. A copy of Synovate’s answers to ESOMAR 26 is available uponrequest.
1. Procedures and principles governing the recruitment, classificationand selection of samples of panelists using an online platform(sample quality)
2. Procedures governing the composition and reporting behavior ofonline respondents to specific research studies (quality of surveyresults)
3. Advice and assistance provided to users on the inherent strengthsand weaknesses of the online panel platform (methodologicalissues).
Synovate online is committed to providing reliable online surveyinformation to their clients through the application of a rigorousQuality assurance program. This program addresses threeaspects of Synovate’s online research offering:
• The secret of good online research is to play to it’s strengths and not to stretch it beyond it’s usefulness just on the basis of cost as the risks for our business are disproportionate. The key benefits of online remain:- Speed (e.g. 7 days in total for sample size n=200)- Price (cheaper by 30-40% than standard research)- Interactivity- Multimedia- Longitudinal comparison- Pre profiling of respondents
• The most common studies clients go for:- Packaging test- Concept testing- Advertisement pre/post testing (TV, Radio, Printed...)- Music advertisment test- Pricing tests- Web pages tests
• Areas of our experience:- FMCG- Finance- Motoresearch- Governmental sector
This chart is a rough visualization of the hierarchy of suitability of various project types to online research.
Depending on the sample source, the nature of the questions and the length and complexity of the survey the viability of an online approach may vary markedly to that suggested by this chart.
• PAPI (Paper Assisted Personal Interview) • Focus Groups• In-depth interviews • Central Location Tests around Czech
Republic (Synovate CLT studio in centre of Prague)
• Online research (35,000 panel members in Czech Republic)
Our CapabilitiesOur Team
• 20 full time employees
• 4 Focus Groups and In-depth interviews moderators
• 4 Fieldwork department employees • 1 qualitative research recruiter • Censydiam certified moderators • Own network of interviewers (8
regional supervisors, more than 250 interviewers)
• Internal data processing department and 150 analytics available in regional DP centre in Sophia
Synovate Czech Republic Meteor Centre Office park „B“, Sokolovská 100/94, Prague 8
About us
Synovate, the market research arm of Aegis Group plc, generates insights to help clients drive competitive brand, product and customer experience strategies. A truly borderless company with offices in over 60 countries, our approach combines best in class global research capabilities with personalised service, local knowledge and the flexibility to create teams and processes that meet clients' specific requirements. At Synovate, our clients sit at the top of our organisational chart, driving us to continually develop more innovative research solutions that predict actual business outcomes.
• AmRest s.r.o.• AmRest Coffee s.r.o.• Bauer Media v.o.s.• Billa s.r.o.• Česká spořitelna a.s.• Českomoravská stavební spořitelna a.s.• Československá obchodní banka a.s.• Emco spol. s r.o.• Ferrero Ceska s.r.o.• Fotex Česká republika s.r.o.• Globus ČR k.s. • Heineken Česká republika• HSBC Bank plc• JT International,spol. s.r.o.• KRAFT FOODS CR s.r.o.• Konica Minolta Business Solutions Czech s.r.o.
• Lactalis CZ s.r.o.• McCANN-ERICKSON PRAGUE s.r.o.• Nestlé Česko s.r.o.• Philips Česká republika s.r.o.• Pivovary Staropramen a.s.• Plzeňský Prazdroj a.s.• Provident Financial s. r. o. • Red Bull Česká republika s.r.o.• s.a. Coca-Cola Services n.v.• Sociologický ústav AV ČR, v.v.i.• ŠKODA AUTO a.s.• Telefónica O2 Czech Republic a.s.• Tesco Stores ČR a.s.• T-Mobile Czech Republic a.s.• Vitana, a.s.• Vodafone Czech Republic,a.s.
• PAPI (Paper Assisted Personal Interview) • Focus Groups• In-depth interviews • Central Location Tests around Slovakia
Our CapabilitiesOur Team
• 9 full time employees
• 4 Focus Groups and In-depth interviews moderators
• 2 Fieldwork department employees • Own network of interviewers (8
regional supervisors, more than 250 interviewers)
• Internal data processing department and 150 analytics available in regional DP centre in Sophia
Synovate SlovakiaDunajská 4, 811 08 Bratislava, Slovakia
About us
Synovate, the market research arm of Aegis Group plc, generates insights to help clients drive competitive brand, product and customer experience strategies. A truly borderless company with offices in over 60 countries, our approach combines best in class global research capabilities with personalised service, local knowledge and the flexibility to create teams and processes that meet clients' specific requirements. At Synovate, our clients sit at the top of our organisational chart, driving us to continually develop more innovative research solutions that predict actual business outcomes.