Micro-Choices, Max Impact Personalizing Your Journey, One Moment at a Time.pdf
Mr course module 04
1. 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
ray.poynter@thefutureplace.com
2. 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
4. 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
5. 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)
6. 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%
7. 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
8. 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
9. 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
10. 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
11. 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
12. 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)
15. 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
16. 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
17. 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
18. 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
19. 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)
20. 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
21. 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
22. 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
23. 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
24. 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
31. 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
